Store growth
An online store has a search problem most sites do not. It generates thousands of URLs on its own, most of which should never be indexed, while the pages that could earn money are thin because they were built from a product feed. On the store audits run here, a handful of category pages produce nearly all the organic revenue and the long tail produces almost nothing.
What we report on
Certified across the platforms we buy on. 150+ businesses, 7 years.
SEO: get found by people who are ready to buy.
1We find what your buyers actually type.
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Fit
Worth reading before the rest of the page. If the right-hand column describes you, the honest answer is that this is not the service to buy.
This is for you if
This is not for you if
If you are on the right-hand side, say so in the form anyway. We will tell you what we would do in your position, which costs you nothing and costs us fifteen minutes.
Industries with their own page, each with what goes wrong in search, paid and email for that trade.
Filters for colour, size, price and brand combine into tens of thousands of crawlable URLs, almost none of which should be indexed. Crawl budget goes to permutations while the pages that matter get visited rarely.
The category page is the page with the most buying intent on a store and usually the emptiest. A grid of products and a title tag cannot compete with a retailer who wrote a buying guide onto theirs.
Manufacturer feed copy is on every site selling the item. There is nothing there for a search engine to prefer, and nothing for a customer to buy on either. La Vela's machine pages had this exact problem: catalogue copy, written for nobody in particular.
Revenue per session by landing page says which pages already convert and therefore deserve more traffic. Search demand by category says where traffic is available. The work starts where those two overlap.
Every store opened here has had the same shape: a small number of category pages producing most of the organic revenue, and a very long tail producing almost nothing. The instinct is to fix the tail because it is bigger. The money is in making the head pages better.
Three things, and they compound.
The crawl is spent on filters. Every filter combination is a URL. Colour times size times price times brand produces a number that gets large fast, and a crawler will happily spend months exploring it while the category page that sells gets visited rarely.
The category page is a grid. It is the page with the most buying intent on the store and usually the emptiest. A title tag and forty product tiles cannot compete with a retailer who wrote the buying guide onto theirs.
The product copy belongs to the manufacturer. The same paragraph is on every store selling the item. Google has no reason to prefer yours, and a customer has nothing to decide on.
So the store has thousands of pages and, from Google’s point of view, almost no reasons to rank any of them.
A three-generation coffee business selling commercial machines and espresso equipment out of Miami, with product pages written for the catalogue and no page at all for leasing, rentals or wholesale.
The machine pages were rewritten first, in order of what buyers were searching for: the C2 Classic, the Rancilio Classe 5, 7 and 9, the D8 single boiler, the Eversys E4 Classic. Then the pages that had never existed were built: equipment leasing for restaurants and offices, machine and coffee-bar rental for events, Miami distribution and wholesale. Then the internal links tied products to services to the Miami pages.
Six months against the previous six: organic clicks 2.85K against 1.16K, impressions 196K against 114K, 43 keywords in the top three. Organic revenue went from nothing to just over $1,400, which is a small number on a product where a single machine sale is worth more, and it is reported here as a channel starting rather than a channel that had already paid for itself.
A machine-written description for every SKU is not a fix. It is the same thin page in more words, and Google’s scaled content abuse policy names exactly that.
Not every product should be indexed. Variants, discontinued lines and products nobody searches for dilute the store when they are in the index. Deciding which pages earn their place is part of the job, and deleting is sometimes the right answer.
And the store’s own tail will not pay for its own rewrite. The top slice by margin and demand gets written properly. The rest gets measured, and the writing stops where the return does.
Fix the pages that sell. Then let Google find the rest.
Not a list of capabilities. This is the work that happens on your site and in Search Console, and the monthly report can be held against every line of it.
Facets, filters, sorts, internal search and parameter variants brought under deliberate control. Which combinations are worth indexing, which get a canonical, which get blocked, and why each decision was made, written down so the next theme update does not undo it.
Real content above and below the grid answering what a buyer is deciding between: sizing, compatibility, materials, use case, comparison. Written to help someone choose, which is also what makes it rank.
Descriptions rewritten around use, fit, comparison and the questions your support team gets asked. Prioritised by margin and search demand rather than trying to rewrite the whole catalogue at once. At La Vela the C2 Classic, the Rancilio Classe range and the Eversys E4 got this treatment first, because those were the machines with buyers behind the searches.
Related products, complementary categories, and links from content to the commercial pages that should benefit. On a large catalogue this is often the highest-value work available for the least cost.
Out-of-stock and discontinued product handling, pagination, variant URLs, structured data for products and reviews, and site speed on template pages that render at scale.
Organic revenue and revenue per session by category and product, so the work goes where the margin actually is.
How long it takes
Nobody can tell you in advance what your account will do. What can be said in advance is what will have happened by when.
Full crawl, indexation map against the catalogue, and a revenue baseline by landing page. This usually shows that a small fraction of pages earn nearly everything, which changes where the work goes.
Faceted navigation brought under control and the top revenue categories rebuilt properly. These two together account for most of the first movement.
Product content rewritten in priority order by margin and demand, internal linking built through the catalogue, structured data implemented.
Search Console shows which product and category terms Google is testing you for. New category and buying-guide pages get built against demand that is already visible rather than guessed at.
Rankings are an activity. These are the things that should change in the business as a result, and each one has a number in Search Console or analytics that either moved or did not.
The baseline is organic revenue by landing page, not sessions. On every store opened here that number has changed where the work went.
Which facets index, which canonicalise, which are blocked, and why. Written down, because a theme update will otherwise undo it silently.
Rewriting the top slice of products by margin and demand, measuring, and stopping where the writing cost stops paying back. Pretending the whole tail is worth it is how the project stalls.
Catalogue size and platform. A thousand-product store on Shopify with clean templates is a different job from a fifty-thousand-SKU store with a custom platform and uncontrolled facets. The crawl in week one says which you are.
Month to month, no lock-in. Store work is judged over a full quarter because category rankings take that long to settle.
If the 90-day target is missed, every retainer fee is refunded plus $1,000, on the conditions in the contract: baseline measured in your own Search Console and GA4, changes implemented, tracking working throughout.
SEO
470K
organic clicks in 12 months
21.3M impressions at an average position of 8.8.
Real accounts, anonymised by client agreement. Currency as recorded in the account. Movement varies by market, budget and starting position.
Proof
Every figure below is legible in the screenshot beside it, and every card says what the numbers do not establish.
La Vela CoffeeSEO
+146%organic clicks
Home goods retailer, SEOSEO
470Korganic clicks in 12 months
Online pharmacy, SEOSEO
+80%organic clicks in three months
Skincare brand selling direct, SEOSEO
+55%organic clicks in 28 days
A 50% increase in organic traffic, keyword rankings or direct enquiries within 90 days of the engagement starting.
On camera
Four clients, four industries, one thing in common: the number moved and they said so on camera.
It is the best long-term investment we have made in the company, full stop.
Ahmed · Business owner · SEO
The cost per lead from organic is a fraction of what we pay on ads, and that math gets better every month.
Sandra · Founder · SEO
People can book a table without calling during the dinner rush. My host actually thanked me.
Aaliyah · Restaurant owner · Website
These tech geeks know the Facebook analytics and the data and the pixels and all that stuff that makes a musician’s head explode.
David · The Wankers · Social ads
Reviews
4.9 out of 5 from 22 published reviews
I have been in business long enough to know that every agency has a presentation about why they are different. That part doesn't interest me. What mattered to us was whether they understood our market and whether they would actually do the work after the meeting was over. So far, they've been practical, responsive and consistent. We discuss priorities, the team works on them, and we review what was done. I prefer that kind of relationship.
I am probably not the easiest person to build a landing page for because I change my mind constantly. First I wanted it minimal. Then more colour. Then less colour. Then I hated the headline. Then I wanted the old headline back. 😂 What I liked was that the team didn't get irritated or disappear every time I asked for another round of changes. We kept working through it until it finally felt like us.
My son said we needed SEO. I said fine, but I didn't want to hear about it every week. Mavix sorted the important stuff and kept it simple.
Photos are illustrative. Every quote is the client's own words.
Questions
SEO for businesses that want calls, not a traffic chart. We find the searches with money behind them, fix the pages that should win them, and report enquiries.
A technical SEO audit that finds the pages Google cannot see, the canonicals fighting each other and the redirects a migration left, then fixes them in order.
Email flows triggered by what people actually did: a form sent, a quote ignored, a cart left, a customer gone quiet. Built once, working every day after that.
Work it out yourself
Do it yourself first
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A 50% increase in 90 days, or you get a refund plus $1,000. Yours to keep whether you hire us or not.
