DAN WHITE - INDEPENDENT
ECOMMERCE SEO CONSULTANT

No, SEO isn’t dead. It’s just evolved, as it always has. What has changed is that Search is now more competitive and more closely tied to user experience, site quality and brand authority. With AI-generated results and constantly changing search pages, outdated tactics simply don’t work anymore. But the fundamentals haven’t changed: people are still actively searching for products, comparing options and looking for solutions. So for ecommerce businesses, that demand is exactly what drives revenue through SEO. So no, SEO isn’t dead. It’s just more sophisticated and still one of the most reliable and cost-effective ways to grow an ecommerce business.

Yes, but right now I'm approaching these angles as part of a broader SEO strategy, not as a standalone service. Search is evolving beyond traditional results pages, with AI-generated answers, shopping features and alternative discovery channels (e.g AI Overviews in Google) becoming more prominent. Optimising for these placements, whether that’s Answer Engine Optimisation (AEO), Generative Engine Optimisation (GEO) or AI-driven search, comes down to the same core principles: clear structure, strong content and topical authority. For ecommerce businesses, this might include improving how product and category information is presented, strengthening content that answers buying questions and ensuring your site is easily understood by both search engines and AI systems with technical SEO. My focus right now is on making sure your SEO investment is future-proofed and aligned with what people actually search for and buy.

When you work with me, you’re working directly with someone who has 15+ years of hands-on SEO experience. There’s no account managers saying ‘we’ll come back to you on that’ No work being handed off to office juniors No work outsourced to someone random because I’m over capacity As an independent consultant, I stay close to your business, make decisions quickly and focus only on what will drive meaningful results. It’s a more direct, efficient way of working, especially for ecommerce brands need clarity and speed.

I offer both, depending on what your business needs. Some clients start with an SEO Audit to identify what’s holding performance back and get a clear, prioritised action plan. This works well if you have an in-house team that can implement changes. Other stores need a single advice point on a particularly tricky technical issue. Others prefer ongoing SEO Consultancy, where I stay involved to guide strategy, prioritise work and support implementation over time. This is typically where the best results come from, as SEO is a long term marketing channel. If you’re unsure what could work best, we can discuss your current setup and goals and I can recommend what approach could work best for you.

My approach is always rooted in commercial impact. I start by understanding your business, your margins, your products; where growth opportunities exist and what the challenges, internally and externally, are to getting you there. As a result, I focus on the areas that drive revenue in ecommerce: keyword targeting for high commercial intent searches, category page optimisation, technical SEO and site architecture. I also look at how your content supports buying decisions and how effectively your site converts organic traffic. Rather than following a tick box checklist, I prioritise the work that will have the biggest impact on performance. This approach means we can work together on a clear, focused strategy designed to increase visibility, traffic and most importantly, revenue.