John Butterworth 
Talk about b2b ecommerce seo usually starts with keywords. On a trade catalogue it starts somewhere else: with what a stranger is allowed to see. Most wholesale sites I look at sit behind a login, because prices are negotiated and nobody wants a rival reading them. That instinct is sound. Applied to the whole catalogue, … Read more
Send your next link to a category page. That one instruction is worth more to most stores than any tactic list. Off-page SEO is everything working for your store away from your store. Links, mentions, reviews and coverage. For a shop it comes down to three decisions: which pages the links land on, how many … Read more
Send your next link to a category page. That one instruction is worth more to most stores than any tactic list. Off-page SEO is everything working for your store away from your store. Links, mentions, reviews and coverage. For a shop it comes down to three decisions: which pages the links land on, how many … Read more
Search ‘running shoes’ on Google and look at the first page. Mostly ecommerce shops. The same is true for ‘ceramic plant pots’, ‘dog harness’, and…
You are paying for visitors who leave without telling you who they are. Fixing that is what ecommerce lead generation is for. If the opt-in rate on your form is stuck in single digits, that rate is one of two numbers deciding how many addresses you end the month with. I am John Butterworth, and … Read more
Someone ran an ecommerce CRO audit on your store and sent back twenty-three recommendations: a smaller hero image, reviews moved up the page and a shorter checkout. Most of those are probably worth doing. What the list withholds is which one costs you money today, and which one your developer should build on Monday. That … Read more
Someone has sent you an ecommerce SEO case study and the number in it is large. Ahrefs took 1M random URLs and found that only 1.74% reached Google's top 10 within a year. Any published win is drawn from that small minority. Two facts decide what the number is worth to you. The figure the … Read more
Most ecommerce UX problems are invisible to the people who own the shop. You log into your Shopify admin, browse the front end, click through…
A category page sitting at number one on Google UK carries about 310 words of its own copy. Two thirds carry under 400. Briefs for seo ecommerce category pages rarely name a number, so the writing starts from a guess. Guess high and you are not being thorough, you are moving the product grid further … Read more
You have a list. It came out of a crawl tool or an agency report, it runs to a couple of hundred items, and every line is marked as a problem. What ecommerce technical SEO work never tells you is which three to do this month. Items at the top are usually whichever ones a … Read more
