Traffic is easy.
Non-brand revenue isn't.
Most ecommerce SEO reports are a chart of branded searches from people who were already coming. The work that matters is duller and harder: collection pages that can rank, a crawl budget not being spent on filter combinations, and product data search engines can actually read. That's what we do, and we report on non-brand revenue so you can tell the difference.
Which pages are
meant to rank?
In ecommerce, most organic revenue comes from category and collection pages, not products - yet almost all the effort goes into the products. Work out which pages are supposed to do the earning, and the rest of the strategy follows.
Where ecommerce SEO is won
"Womens waterproof walking boots" is a collection, not a product. We build and optimize the category pages that match how people actually search, with content that earns the ranking rather than a paragraph of filler stuffed beneath the grid.
Stop wasting the crawl budget
Faceted navigation generating thousands of near-identical URLs is the most common technical problem in ecommerce, and it quietly starves the pages you care about. We decide which facets are indexable, which are crawlable, and which should never have existed.
Readable to search and to AI
Product, offer, availability and review schema implemented properly, so listings qualify for rich results and merchant surfaces. It is also increasingly what AI search reads when it decides which store to name, which makes it worth more than it was two years ago.
Seasonal, out-of-stock, discontinued
A policy for products that sell out, come back, or go forever - so you stop deleting URLs that had rankings and stop keeping pages that should redirect. Retailers lose more organic revenue to careless catalogue churn than to competitors.
Your rankings aren't broken.
Your site structure is.
Every store owner we talk to says a version of the same thing: "traffic is up but sales aren't." Usually the traffic that grew was branded. Here's what's actually happening underneath - and what proper ecommerce SEO does instead.
What's holding the store back
- Faceted navigation generating thousands of crawlable near-duplicate URLs
- Collection pages with no content at all, competing against guides that have plenty
- Every variant on its own indexable URL, splitting authority across colours and sizes
- Discontinued products deleted outright, throwing away links and rankings with them
- Product schema missing, incomplete, or contradicting what the page actually says
- Pagination handled so that page two onward is effectively invisible to search
- Internal linking that only flows from the nav, so deep collections are never reinforced
- Reporting on total organic sessions, where branded growth hides non-brand decline
What we build instead
- A crawl policy for facets - indexable, crawlable-only, or blocked, decided deliberately
- Collection pages built to rank, with content placed so it helps search without hurting sales
- Canonical and variant handling that consolidates authority instead of splitting it
- A lifecycle policy for out-of-stock and discontinued URLs, with redirects that keep the equity
- Complete product, offer and availability schema, kept accurate as inventory changes
- Pagination and internal linking that push authority down into deep collections
- Content that targets how buyers actually search rather than how the catalogue is organised
- Reporting that separates brand from non-brand, and ties organic to revenue
The founders we work with.
Here's what founders say after working with us - unfiltered.
They built our Shopify store from sketch to polish, and the ads keep bringing in people who actually appreciate the product. Fast, thoughtful, no guessing games. For a brand that sweats the small stuff, having a partner who gets that is a big deal.
Our old site was clunky and our ads were bleeding cash. Their team stepped in, rebuilt everything, and suddenly shoppers could buy without any fuss. They explain the numbers in plain language and always lay out the next move. First agency that's truly felt like part of our crew.
NCMborz rebuilt our site, then unleashed focused Meta and Google ads that filled coaching calendars fast. Branding, traffic, engagement, revenue - every dot now connects and we speak to ideal students. They made bold decisions feel easy with calm, data-backed reasoning.
Six systems.
One compounding channel.
This is the exact build order for every ecommerce SEO engagement we take on - whether you run 40 SKUs or 40,000. Skip any one of these and the rest stops working.
Pricing, scoped to you.
No fixed packages. We scope the work to your catalogue size, your technical debt and your competition, then quote it on the call – so you only pay for what you actually need.
- Month-to-month · No setup fees · No long-term contracts
- Scoped to your catalogue, technical debt and competition – not a fixed package
- You keep everything we build, whether you stay or not
ALL PRICES IN USD
NCMborz vs. the alternatives
You've got options. Here's how we stack up against what most store owners try first.
Here's exactly what you get.
No mystery, no "we'll get back to you." Every stage below ends with something delivered to your inbox - though SEO is the one channel where we will be blunt that the timeline is months, not weeks.
Strategy call & access
A 30-minute call to map your catalogue, your margins and which categories you actually want to own. Analytics, Search Console and store access requested within 24 hours.
Technical & keyword audit
Full crawl of the store, faceted navigation mapped, index bloat quantified, and your real non-brand opportunity sized against the categories you can realistically compete for.
Fix & build
Highest-impact technical fixes shipped, crawl policy implemented, first collection pages built and schema deployed. Technical wins can move within weeks; content-led gains will not, and we will say which is which.
Compound
Content published to plan, internal linking built out, and monthly reporting that separates brand from non-brand. This is where the honest answer is that ecommerce SEO pays back over quarters, not weeks.
We get asked these every week.
How long does ecommerce SEO take to work?
Technical fixes can move things within weeks - resolving index bloat or fixing canonicals often changes what gets crawled almost immediately. Content and authority-led gains take three to six months, longer in competitive categories. Anyone promising rankings in 30 days is either targeting keywords nobody searches or is about to do something you will have to undo.
Should we optimize collection pages or product pages?
Collections, in most cases. Buyers search categories far more often than individual products - "waterproof walking boots" rather than a specific model name - and collection pages are where the non-brand volume sits. Product pages matter for schema, for long-tail model searches and for conversion, but if you only have budget for one, it is the collections.
What is the problem with faceted navigation?
Every filter combination can generate a URL, so a store with a few filters can produce tens of thousands of near-identical pages. Search engines then spend their crawl allowance on those instead of your real categories, and the near-duplicates compete with each other. The fix is a deliberate policy - which facets are indexable, which are crawlable but not indexable, and which are blocked entirely - rather than the default of letting everything through.
What should we do with discontinued products?
Almost never delete them outright. A product URL that has accumulated links and rankings still has value, so the choice is between keeping the page with alternatives shown, or redirecting to the most relevant category. Which one depends on whether the product might return and how much equity the URL holds. Deleting in bulk at end of season is one of the most common self-inflicted losses in ecommerce SEO.
Do you work with Shopify and WooCommerce?
Both, plus headless and custom builds. Each platform has its own characteristic problems - Shopify's URL structure and collection handling have well-known constraints, WooCommerce tends toward plugin conflicts and performance issues at scale - and the audit identifies which of yours are platform limitations you have to work around versus configuration you can simply fix.
How does SEO work alongside our paid search?
They should inform each other and rarely do. Paid search tells you within weeks which keywords actually convert, which is the best possible input to an SEO content plan. SEO tells you where you can stop paying for clicks you could earn. Where you rank organically in position one and also bid on the same term, that is worth examining rather than assuming.
Does SEO still matter with AI search answering queries?
It matters differently. Structured product data, clear entity information and genuine authority are what AI systems draw on when they decide which stores to name, so the technical foundation has become more valuable rather than less. What has changed is that ranking for an informational query no longer guarantees the click. That is why we report on non-brand revenue rather than sessions.
Can you write the content, or do we?
We write it. Buying guides, category content and comparison pages are part of the engagement. Where deep product expertise is needed - technical specifications, sizing, materials - we will interview your team rather than guess, because generic content in a specialist category is worse than none.
Our traffic is up but sales aren't. What's happening?
Usually that the growth is branded. If a paid campaign or a PR push increased people searching your name, organic sessions rise without any change in your ability to reach new buyers. Separating brand from non-brand in reporting is the first thing we do, and it is frequently an uncomfortable conversation in month one.
How much does it cost?
Most engagements run $1,000-$5,000 a month, scoped to catalogue size, technical debt and competition. A 200-SKU store in a quiet category is very different work from 40,000 SKUs in a contested one. Entry plans start at $550.
Do we need to migrate platforms first?
Usually not, and we would rather you did not on our advice alone. Most stores have more to gain from fixing what they have than from a migration, which carries real risk of losing rankings if handled badly. If your platform genuinely cannot support what you need, we will say so - and if you are migrating anyway, that is exactly when SEO input is worth most.
What if we're not the right fit?
We will tell you on the call. We turn down work that is not a fit - usually because the category is too competitive for the budget available, or the store needs development work before SEO would have anything to stand on. Either way you will leave the call knowing exactly what to fix next.
What happens on the strategy call?
30 minutes. We look at your store, your categories and how much of your organic traffic is branded, find the biggest structural problem, and tell you exactly what we would do in your first 90 days. If we are a fit, we talk pricing. If not, no hard feelings - no follow-up sequence, no pressure.
Let's get you found by people ready to buy.
30 minutes. We'll look at your store, your categories, and how much of your organic traffic is actually branded - then tell you exactly what we'd do in the first 90 days. Pick a time.