Retailers We Work With
Where E-Commerce Campaigns Break
Three problems account for most stores that rank reasonably and sell badly.
Paid carries everything, so nothing else is built. Orders track spend almost exactly, and the day a budget pauses the revenue pauses with it. That was the situation at a recovery brand whose orders later nearly tripled once organic was built underneath.
Collection pages are treated as navigation. The category page is the highest-value organic asset a store owns, and on most sites it is a grid of products with a title tag and nothing else.
The catalog generates thousands of near-identical pages. Variants, filters and templated product descriptions produce a site where most URLs compete with each other and none of them win.
How We Run an E-Commerce Campaign
Rebuild the Collection Pages First
Category and collection pages capture the buyer who knows what they want and not which one to buy. Rebuilt around buyer intent rather than around inventory, they are the fastest revenue in an e-commerce campaign and the most commonly neglected.
Fix What the Catalog Duplicates
Faceted navigation, variant URLs and templated descriptions get resolved before content is added, because publishing onto a site that competes with itself wastes the budget. This is finished in the first month rather than stretched out to look like ongoing work.
Win the Buying Guide Ahead of the Product Search
Shoppers compare before they buy, and the guide that answers the comparison earns the links that make the collection pages rankable. It also puts the store in the conversation months before the transactional search happens.
Report Revenue, Not Sessions
Attribution is set to organic revenue, orders and average order value by landing page, so the campaign is judged on money rather than on traffic. Ranking data stays as a leading indicator.
Be the Product an Assistant Recommends
Shoppers now ask models what to buy, and the answers come from reviews, roundups and retailer content rather than from the brand’s own product copy. The GEO work finds which products get named for your category today and works the sources behind those answers.
Most e-commerce SEO is sold as product page optimization, which is the smallest lever on the site.
Focus Digital rebuilds the collection layer first, resolves the duplication the catalog creates before adding anything to it, and reports organic revenue by landing page rather than sessions. Search is the only channel Focus Digital operates in, and organic and AI visibility report into the same revenue line.
E-Commerce Results
Three retail campaigns, measured in revenue, orders and the other actions that actually pay.
Underperforming product pages and a collection structure working against itself. Systematic optimization across the catalog lifted organic purchase revenue from $179,805 to $263,102.
Read the case study →Sales depended almost entirely on paid, so orders stopped whenever budgets did. Rebuilding collection and category pages around buyer intent nearly tripled orders year over year.
Read the case study →Hospitals buy surplus surgical supplies here and sell their own excess stock, so an order is only one of the things the site has to produce. Organic search delivered 619 sell-side inventory forms, 161 phone calls and 46 online orders, which is why this campaign is measured on key events rather than on transactions alone.
Read the case study →The Stores We Build Campaigns For
Direct-to-consumer brands, where paid acquisition costs keep climbing and margin does not
Specialty and niche retail, where expertise in the category is the differentiator
B2B distribution and supply, where the buyer orders the same things repeatedly
Equipment and high-consideration goods, researched for weeks before purchase
Multi-brand and marketplace sellers, competing against their own suppliers
Subscription and replenishment, where lifetime value changes what a first order is worth
What Is Included in an E-Commerce Campaign
Collection and category page rebuilds, sequenced by revenue potential
Catalog and faceted navigation cleanup, completed in month one
Buying guides and comparison content that earn the links the category pages need
Revenue attribution by landing page, with average order value alongside
Five senior people on your account, each with five to ten years in search behind them
Reporting on organic revenue and orders, with targets at 3, 6, 9 and 12 months
Key Things to Know About E-Commerce Search
A product page is found by someone who already knows the product. A collection page is found by someone deciding what to buy, which is a much larger audience and a much earlier point in the decision. Stores that optimize products first are optimizing the smaller half.
Filters, sort orders, variants and pagination can generate thousands of URLs from a few hundred products. Until that is resolved, adding content spreads authority across pages that cancel each other out.
Paid acquisition gets more expensive every year as more sellers enter the auction. A collection page rebuilt once keeps producing, and its cost per order falls every month it exists. The brands squeezed hardest are the ones with only the first.
Ask a model what to buy in a category and the answer is assembled from review sites, roundups, forums and retailer content. Product copy on the brand’s own site has almost no influence on it, which is why the work sits in third-party corroboration rather than on the product template.
Frequently Asked Questions
What is the retainer, and what does it return?
Set on the first call, after a look at the catalog, the margins and the competitive set. What we can publish: $263,102 in organic purchase revenue for one retailer, a 46% increase, and orders nearly tripling for a DTC brand. Category competition and margin decide where a store lands.
How long before organic revenue moves?
Collection page rebuilds can move revenue inside two to three months, which is faster than most categories, because the pages already exist and already have some authority. New content and link-earning pieces take six to twelve months to compound.
We tried an SEO agency before and all we got was product page tweaks. What changes?
Product page optimization is the last thing to do, not the first. The order here is technical and catalog cleanup, then the collection layer, then the guides that earn links. Most audits we run find the collection pages were never touched.
Should we keep spending on ads while this builds?
Yes, while the organic layer is built. Paid tells you in three weeks what organic takes nine months to learn about which terms convert, and the spend can taper as organic revenue grows. Paid alone is not something we sell.
Do you work on Shopify, or only custom builds?
Both, and platform matters less than the catalog structure sitting on it. Shopify creates a specific set of duplication problems around collections and variants, and those are known and fixable.
Do you work with competing stores?
Not in the same category. Where two stores would compete for the same collection terms, we take one.
We are not the right fit for a store that needs organic revenue this quarter, for one choosing on retainer size, or for a category where a competing store signed first.
Book a demo
We will go through which collection terms are winnable, what the catalog is doing to the site, and what organic revenue could realistically look like by quarter. You will see live dashboards from retail campaigns running now. If the margin in your category will not support this, we will tell you on the call.
Book a demo →Or start with a free AI Visibility Report
See exactly how ChatGPT, Gemini, Claude, and Perplexity answer when a buyer asks them to recommend a company like yours. 40 to 50 real queries, four models, three runs each, walked through with you in 20 minutes.
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