John Butterworth 
We opened 40 live shops this week to see how they handle faceted navigation. Of the ten leaving their filter URLs open to crawling, eight have a rel=canonical as their only control. Google's own documentation places that option last, below both of the approaches it recommends. If you have already hung canonicals, disallow lines and … Read more
Most shop owners I’ve audited through Search Console are chasing the wrong keywords entirely. They throw one trophy term at their homepage, ignore the category…
You already know how to increase ecommerce sales in theory. Your traffic's fine. Your product's fine. Revenue's been flat for two quarters, and the list of things you could do about it runs longer than the quarter you've got to do them in. Knowing the options and choosing between them are different problems. The second … Read more
You have opened Shopify Analytics, seen a figure that looks low, and you want to know whether it is bad. Every ecommerce conversion rate benchmark answers a slightly different question, and not one of them knows where your visits came from. I am John Butterworth. I run Mint SEO from Manchester, and across 11+ years … Read more
If your catalogue runs past one page, SEO pagination comes down to two settings on page two. What its canonical points at, and whether Google can reach it by following a link. So I went looking for how often the second one is wrong. Asking 28 Shopify storefronts for page two on 4th August 2026 … Read more
The Shopify checkout that’s bleeding you the most money probably looks fine when you test it on your laptop. It loads without errors and the…
Most ecommerce SEO strategies I see are built backwards. Shop owners obsess over rankings for keywords that never ring the till, celebrating page one positions…
Most ecommerce shops look perfectly fine. Clean layout, decent product photos, a basket that works. And yet 98 out of every 100 visitors leave empty-handed.…
Your WordPress ecommerce themes choice is the single decision that touches every other part of your shop. It determines page speed, checkout flow, mobile experience,…
Ecommerce SEO is how online stores get found on Google. When someone searches for a product you sell, good SEO puts your pages in front…
