Founder-led ecommerce SEO
Ecommerce SEO built around products, collections and commercial intent
Cape Wired helps South African ecommerce businesses improve technical foundations, site structure, product visibility and useful content. The work combines SEO strategy with practical implementation rather than leaving you with another unprioritised report.
SEO for ecommerce businesses
Organic visibility depends on more than optimising a few product descriptions
Ecommerce SEO connects technical performance, catalogue structure, search intent, product information and content. A store can have hundreds of products and still struggle to attract qualified traffic if search engines cannot understand which pages matter or how they relate to customer demand.
Cape Wired reviews the store as a commercial system. The aim is to improve how customers discover products, how authority moves through the website and how commercial pages are supported by genuinely useful content.
A practical ecommerce SEO programme considers
- Which collections should target valuable search intent
- Whether products contain enough useful buying information
- How navigation and filters affect crawling and discovery
- Where duplicate, weak or competing pages exist
- How supporting content links back to commercial pages
- What can be implemented within the current platform and budget
Ecommerce SEO services
Strategy and implementation across the parts of the store that matter
The work can begin with a defined review or form part of an ongoing programme. Scope is based on the catalogue, platform, competition and the internal resources available to implement recommendations.
Shopify SEO
Address the platform-specific structure and limitations that affect product-led Shopify websites.
- Product and collection templates
- Canonical and duplicate-content review
- Pagination, filters and indexation
- Theme performance and structured data
- Navigation and internal linking
Technical SEO
Identify technical barriers that prevent search engines from crawling, understanding or prioritising important pages.
- Crawlability and indexation
- Redirects and broken links
- Core Web Vitals and performance
- Schema and canonical signals
- Sitemaps and Search Console issues
Product and collection optimisation
Strengthen the commercial pages most likely to attract and convert customers with clear search intent.
- Keyword and intent mapping
- Collection-page structure
- Product information and FAQs
- Titles, descriptions and headings
- Image and internal-link optimisation
Ecommerce content strategy
Build content around customer questions, comparisons and buying decisions rather than publishing unrelated blog posts.
- Search-intent and topic research
- Content clusters and buying guides
- Comparison and problem-led content
- Briefs and publishing roadmaps
- Links into collections and products
Site architecture and internal linking
Clarify how categories, subcategories, products and supporting content connect across the website.
- Navigation and hierarchy review
- Collection and subcollection planning
- Breadcrumb and contextual links
- Orphan-page identification
- Authority flow towards commercial pages
Measurement and prioritisation
Use available reporting to focus effort on commercially useful opportunities and explain the limits of the data.
- Google Search Console review
- GA4 and revenue context
- Landing-page and query trends
- Competitor and visibility tracking
- Clear implementation priorities
Commercial site structure
Help customers and search engines move from broad interest to the right product
Strong ecommerce architecture creates a clear relationship between the homepage, collections, subcollections, products and supporting content. Each level has a different purpose and should target an appropriate stage of the buying journey.
This becomes especially important for large or expanding catalogues, where weak navigation and uncontrolled filtering can create thousands of low-value URLs while important collections remain underdeveloped.
How the work is approached
Diagnose, prioritise, implement and measure
SEO projects should create a clear route from diagnosis to practical changes. Automated reports may support the process, but they do not determine priorities on their own.
Review
Assess the platform, catalogue, search performance, competitors, technical setup and existing content.
Prioritise
Separate urgent technical problems from commercial opportunities and lower-impact recommendations.
Implement
Improve templates, content, internal links, metadata, collections and technical signals within the agreed scope.
Measure
Monitor relevant queries, landing pages, visibility and commercial outcomes over an appropriate period.
Ecommerce SEO pricing
Clear starting points for review, implementation and ongoing growth
Catalogue size, competition, current technical condition and the amount of implementation required all affect scope. Large, international or technically complex stores are priced after review.
Diagnostic
Ecommerce SEO Review
From R18,500 Focused one-off review
For a product-led website that needs a commercially prioritised view of its main SEO opportunities.
- Technical and indexation review
- Product and collection assessment
- Search-intent and content gaps
- Internal-linking observations
- Prioritised action plan and walkthrough
Implementation project
Ecommerce SEO Optimisation
From R38,000 Defined implementation scope
For businesses ready to address priority technical, structural and on-page opportunities rather than stopping at recommendations.
- Keyword and intent mapping
- Priority collection optimisation
- Product-template improvements
- Technical and internal-link fixes
- Measurement setup and handover
Ongoing delivery
Ecommerce SEO Support
From R18,500 per month Minimum scope agreed in advance
For stores requiring continued implementation, content support, monitoring and iterative improvements.
- Monthly implementation priorities
- Product and collection optimisation
- Technical monitoring
- Content and internal-link support
- Reporting with commercial context
Larger catalogues, multi-market websites, extensive content production and complex technical implementation are priced on request. Fees for paid tools, external development or third-party services are confirmed separately. VAT treatment will be stated in the proposal where applicable.
First-hand ecommerce experience
SEO decisions informed by operating the businesses behind the websites
Cape Wired’s work draws on experience building organic visibility for RUNESILK, managing a catalogue of approximately 1,000 LowCostBeer products and growing TENGA UK as a direct-to-consumer Shopify business.
Ecommerce SEO FAQ
Common questions about improving ecommerce search visibility
What is ecommerce SEO?
Ecommerce SEO improves how product-led websites are crawled, understood and discovered in organic search. It covers technical SEO, site architecture, product and collection optimisation, internal linking, structured data and useful supporting content.
How is ecommerce SEO different from general SEO?
Ecommerce websites have additional complexity involving products, variants, collections, filters, pagination, duplicate URLs and changing inventory. SEO must also account for commercial intent, merchandising and how supporting content directs customers towards suitable products.
How long does ecommerce SEO take to produce results?
Timelines depend on the website’s starting position, competition, crawl frequency, implementation speed and demand. Some technical improvements may be recognised relatively quickly, while broader growth from collections, authority and content usually requires sustained measurement over several months.
Does Cape Wired implement the recommendations?
Yes, where the agreed scope and platform access allow it. Cape Wired can implement Shopify template changes, collection and product optimisation, internal links, structured content and many technical improvements. Larger development tasks may be scoped separately.
Do you guarantee first-page rankings or revenue growth?
No. Search rankings and revenue are affected by competition, demand, products, pricing, authority, platform changes and many factors outside one supplier’s control. Cape Wired focuses on improving the website and its eligibility to compete, with results reported accurately and within the measured period.
Improve your ecommerce visibility
Turn search demand into clearer routes towards your products
Share your website, platform, approximate catalogue size and the organic-search problem you are trying to solve. Cape Wired will recommend whether to begin with a focused review, an implementation project or ongoing ecommerce SEO support.