Q: eCom Analytics

We’ve encountered countless challenges stemming from inaccurate, fragmented, and limited campaign data. We make the data part of search marketing simple. You’ll have all the right information to make strategic decisions without the number-crunching headaches.

Question 1

Keyword Research & Search Intent Mapping

Accepted Answer

Most keyword research is backwards.
You obsess over search volume while customers are literally telling you what they want in forums, support tickets, and site searches. We spend more time reading Reddit threads than keyword tools. Because that&#8217;s where we find the real questions.
The messy, emotional ones that reveal actual buying intent. Your customers don&#8217;t search for &#8220;premium leather footwear&#8221;. They search for &#8220;boots that won&#8217;t fall apart after 6 months like my last pair&#8221;.
The magic happens when you map these real phrases to where people are in their journey. Someone googling &#8220;is it worth paying more for&#8221; isn&#8217;t ready for a product page. They need reassurance, not a buy button. 
Most keyword research is backwards. Marketers chase high-volume, high-competition terms—yet these searches often show little buying intent. The result? Traffic that doesn’t find answers and leaves for competitors. The problem is intent. Someone searching *“is it worth paying more for…”* isn’t ready for a product page—they want reassurance first.
Worse, most strategies ignore where people are actually searching. With our client Dreams, we saw on Reddit and Mumsnet that parents asking about double beds often mentioned teenagers. By adding “teenager” to the top copy, rankings jumped from #7 to #1.
Our approach starts with customers: Where are they searching? What’s their intent? How can we position ourselves as the solution to their problem?

Question 2

Site Architecture & Navigation Design

Accepted Answer

Your website structure is a conversation with someone who can’t ask questions. Think about it: in a physical store, customers can ask “where’s the bathroom?” or “do you have this in blue?” Online, they click around hoping your menu makes sense. If it doesn’t, they leave. Navigation should be boring in the best way, so intuitive it becomes invisible.

Site architecture is your first chance to improve user experience, showing visitors that you understand what they need and how you can help. Yet most e-commerce sites rely on cookie-cutter templates.

Site architecture is your first chance to improve user experience, showing visitors that you understand what they need and how you can help. Yet most e-commerce sites rely on cookie-cutter templates.
Our clients don’t fear algorithm updates because their sites are built around real user intent. Whether someone is browsing, seeking inspiration, or looking for answers, the best brands—and Google—favour sites that make this effortless.

Question 3

Product Page SEO / PDP Optimisation

Accepted Answer

Product pages that convert solve problems. We’ve seen gorgeous product pages with perfect SEO that convert terribly. Why? because they list features instead of addressing the voice in the customer&#8217;s head asking, &#8220;But will this actually work for me?&#8221; Your title tag might say, &#8220;Waterproof Hiking Boots &#8211; Size 9.&#8221; But your customer is thinking, &#8220;Will these keep my feet dry on that Scotland trip?&#8221; Address the real concern, not just the technical spec. 
What’s the purpose of a product page? Too often, marketers assume every visitor has followed the same funnel and is ready to click “buy.” In reality, few customers behave “by the book.” Awareness might come from a 10-second TikTok, while consideration could take weeks or seconds for an impulse buy.
No two product pages serve the same purpose. Our job is to create pages that answer the customer’s biggest question: “Will this work for me?”—and clarify why your product is the best choice over competitors.

Question 4

Category Page SEO / PLP Optimisation

Accepted Answer

Category pages are the overlooked middle child of Ecommerce SEO. Brands pour attention into product pages and homepages, yet category pages are where browsers turn into buyers.
The category pages we design for clients have become industry benchmarks. Done well, they give users the information they need, narrow choices, build trust with reviews and signals, and guide shoppers seamlessly from browsing to buying.

Question 5

Technical SEO for Ecommerce

Accepted Answer

Tech SEO is like plumbing. When it works, nobody notices. When it breaks, everything goes wrong. The unsexy truth is that most technical SEO is just being thorough: checking your mobile usability, fixing your redirects, and making sure Google can crawl your products. It&#8217;s maintenance, but when it&#8217;s done right, everything else gets easier.

Question 6

Structured Data & Rich Results

Accepted Answer

The SERP has evolved. There are ~70 different ways you can appear in SERPs in 2025. SERP features take up about 55% of the above‑fold screen space on a typical SERP. It&#8217;s now more important than ever to have properly optimised schema and structured data to ensure you&#8217;re owning more SERP real estate.

Question 7

Internal Link Strategy

Accepted Answer

Internal linking is your chance of influencing where users go next. More ≠ better. The more internal links you have, the muddier the water gets and the more confused users become. Someone reading about coffee grinders might want to know about coffee beans. Someone looking at running shoes might need running socks. The key is being helpful, not pushy.

Question 8

CRO (Conversion Rate Optimisation

Accepted Answer

Without optimised conversion journeys, best-in-class strategies lose money. Every bounce, every percentage point drop in conversion rate, and each penny lost tells a story that you need to hear.

Question 9

eCom Analytics

Accepted Answer

We&#8217;ve encountered countless challenges stemming from inaccurate, fragmented, and limited campaign data. We make the data part of search marketing simple. You’ll have all the right information to make strategic decisions without the number-crunching headaches.

Question 10

Complete SEO Audit

Accepted Answer

We’ve spent over 1,000,000+ hours refining how search marketing teams & strategies should function. Our audits are about working towards a top-level, world-class search strategy. Maybe your competitors rank for terms you never considered. Maybe your site speed is killing mobile conversions. You walk away knowing exactly where growth lies.

Question 11

How will you identify the SEO opportunities and weaknesses across our e-commerce site?

Accepted Answer

Our approach starts with humans. Where does your site fail to connect? Where does your architecture disrupt intent? Which missed touchpoints let both humans and search engines slip through the cracks? The result is an audit that stands to serve the humans using your site. We’ve found that to be the best way to convert users and withstand algorithm updates.

Question 12

How do you prioritise keywords by commercial value, not just volume?

Accepted Answer

Keyword research has a basic flaw. Most people get caught up in search volumes and chase after competitive terms without thinking about what searchers actually want. So, the traffic you earn is irrelevant and worthless. You need to understand search intent. Someone asking, &#8220;Is it worth paying more for? &#8221; isn&#8217;t ready to buy anything; they want validation and advice first.
We approach keyword research differently. We start by understanding your customers. Where are they looking for answers? What drives their searches? How can we position your business as the ideal solution to their challenges? That way, we drive high-intent, convergence-ready traffic much more efficiently.

Question 13

What’s your strategy for optimising category and product pages for search and conversion?

Accepted Answer

Far too many SEOs optimise for algorithms and chase best practices. That&#8217;s not how search engines work anymore. We&#8217;re Human-First. Our blueprint for clients is clear and useful category pages that solve problems and product pages that win trust and handle the questions that linger in the back of the user&#8217;s mind. Our internal linking, schema, and copy work because they mirror human decision-making, focusing on real objections, and the psychology of buying online. The better the SEO, the smoother the conversion journey and vice versa.

Question 14

How will you structure and scale our site architecture to support growth?

Accepted Answer

When customers visit your website, they all have a different intent. Sometimes that&#8217;s browsing, other times they need answers, and occasionally, they&#8217;re looking to purchase. We’re building sites that honour the navigational intent of the humans who use your site. Clients don&#8217;t panic during algorithm updates because their sites are built to genuinely serve users, not follow the &#8216;best practice&#8217; of the last algorithm update. And search engines are recognising this as a positive ranking factor now more than ever, meaning you hold the advantage over your competitors through every new SERP feature, AI overview, and LLM that search engines have to throw at you.

Question 15

How are you planning to build authority through link acquisition and digital PR?

Accepted Answer

We target links where your audience hangs out, not just based on domain authority or link volume. Our campaigns are designed to make you memorable, cited, and included in conversations about your industry. Our measure of success is not a banklink count; it’s whether you’ve earned a seat at the table among decision-makers and advocates in your space and whether Google sees you as the topical authority yet.

Question 16

How will you target featured snippets, product carousels, and other rich results?

Accepted Answer

Featured snippets and SERP features are prime real estate that you need to occupy. Today, SERPs offer around 70 different ways to appear. Rich results and featured snippets cover ~55% of the above-the-fold screen space. The first result displayed to users who search for &#8220;best running shoes for flat feet&#8221; is a featured snippet. The product carousel appears as the first result when users search for &#8220;wireless headphones under £100.&#8221; We analyse which SERP features appear for your key terms, then format your content to win them. Sometimes we need to rewrite a paragraph to answer questions more directly. Sometimes, it adds structured data so Google can display your prices and ratings. The goal isn&#8217;t just visibility but to capture clicks from people ready to buy.

Question 17

How will you grow traffic from non-brand, top-of-funnel search?

Accepted Answer

We build topical authority with content clusters that match buyers&#8217; thinking and searching. We build topic coverage that establishes your brand as the go-to expert in your field. Content focuses on genuine value, relevance, and information people want to read. We work in agile 2-week &#8216;sprints&#8217;, meaning when SERPs change or algorithms update, we can adapt quicker than your competition. The result is content that performs well in search while genuinely helping humans on your site. You get high-intent traffic, stronger brand authority, and supporting content that helps guide traffic from inspiration to consideration and conversion.

Question 18

What’s included in your content marketing services?

Accepted Answer

We handle every stage of content marketing, from planning to launch. You get a custom content plan that boosts your search visibility and shapes a website experience your customers will love.
Our services include:

Articles and blog posts

Multi-channel digital content

Content repurposing for wider reach

Link-building support

Question 19

How long before I see measurable results?

Accepted Answer

Content marketing is a long-term game. You shouldn’t expect instant results.
In the first 12 months, focus on laying foundations and scoring early wins that bring in revenue. You’ll still see strategy and production kick off from day one.

Question 20

How does your pricing work?

Accepted Answer

We offer flexible models with custom packages that scale with your needs.

This can be a one-off project or a monthly retainer package—transparent invoicing with no hidden costs. Contact us for a quote.

Question 21

How often will I receive reports?

Accepted Answer

We run biweekly checkpoint calls with all clients. Our real-time dashboard shows live metrics on search visibility, traffic and revenue impact. You choose how often to dive in.

Question 22

Do you use AI in content creation?

Accepted Answer

We’re testing the waters. Real humans in northern England produce 90% of our content.

But we can’t ignore what AI can offer. Ultimately, we want to pass those gains on to our clients. We’re still working it out.

Question 23

Which industries do you serve?

Accepted Answer

Ecommerce

B2b

Finance

Charities

Question 24

How do you integrate with my team?

Accepted Answer

You’ll have a dedicated account manager and a direct Slack or phone line to our experts. We have weekly checkpoints, share calendars and fit seamlessly into your workflow. We’re always just a call away.