Expertise
Wine & E-commerce SEO
End-to-end ownership of an e-commerce SEO program — strategy, technical execution, content, and reporting — behind a +141% organic revenue result in 12 months for an Australian wine brand.
What I own
- Full-funnel ownership — strategy, technical execution, content, and client reporting for the entire SEO program, not one slice of it.
- Safe platform migrations — URL-mapping tracker before migration, daily GSC monitoring post-launch, and same-day fixes for redirect issues.
- Conversion tracking from zero — identified that no conversion tracking existed, then implemented GA4 event and lead tracking, turning previously invisible traffic into 32 attributable leads.
- Authority growth — built domain authority to 1,822 backlinks across 218 referring domains.
- Honest reporting — flagging slipped rankings with recovery plans, and surfacing an 88.8% lead-form drop-off as a UX priority rather than hiding it behind a good top-line number.
Worked example
+141% organic revenue growth in 12 months, alongside +121% website traffic growth, +276% Search Console clicks growth, +52% sales pipeline growth, and +44% content output growth — plus a keyword footprint up from 60 to 83 keywords in the Top 3 (+38% in a quarter, 8 at #1), Core Web Vitals passing across mobile and desktop, and indexed pages grown from 170 to 189. Read the full case study →
Product & category schema
Every product page needs Product schema (name, image, description, SKU) paired with Offer schema (price, currency, availability) and, where genuine reviews exist, Review/AggregateRating. BreadcrumbList schema makes the category hierarchy explicit to search engines instead of leaving it to be inferred from the URL. The one rule I don't compromise on: the schema has to match what the page actually shows. If structured data claims "in stock" while the page shows "sold out," that's a trust and eligibility problem for rich results, not a minor technicality — and it's a common, avoidable failure on sites where inventory feeds and content updates aren't properly synced.
Category structure & product differentiation
Category taxonomy should mirror how customers actually search (varietal, region, occasion) rather than internal SKU or supplier logic. On the content side, current Google guidance is specific about penalizing pages that just rephrase a manufacturer or supplier feed with no added insight — a real product description needs to answer what a generic feed can't: who it's for, what problem it solves, honest trade-offs, and what it's typically paired with. That differentiation is also what gives AI shopping summaries something genuinely useful to cite instead of skipping the page entirely.
Who I'd fit well with
E-commerce teams planning a platform migration, missing conversion attribution, or with a strong top-line number that hasn't been stress-tested against the funnel underneath it.
FAQ
Wine & E-commerce SEO — Questions
What did you own on the wine e-commerce engagement?
The full SEO program end-to-end: strategy, technical execution, content, and reporting — including building conversion tracking from scratch and leading the platform migration.
Can you migrate an e-commerce site without losing SEO rankings?
That was the exact challenge in a Wix-to-Shopify migration: a complete URL-mapping tracker built pre-migration, daily Search Console monitoring post-launch, and same-day fixes for failed or double redirects protected existing organic traffic through the transition.
What schema matters most for e-commerce product pages?
Product schema (name, image, description, SKU), Offer schema (price, currency, availability), Review/AggregateRating where genuine reviews exist, and BreadcrumbList for category hierarchy. Availability in the schema has to match what the page actually shows.
Why do duplicate manufacturer product descriptions hurt SEO?
When multiple retailers publish the same manufacturer-supplied description, none of them offer anything unique for a search engine to differentiate. A product page should answer what a generic feed doesn't: who it's actually for, real trade-offs, and how it compares to similar options.