DAN WHITE - INDEPENDENT
ECOMMERCE SEO CONSULTANT

I tend to work best with stores that have established themselves online and are typically: Turning over between £300k and £3m in annual revenue Based in the UK or EU Have a wide product selection At this stage, most businesses already have some amount of growth but need a clearer, more commercially focused SEO strategy to progress further. My work is best suited to businesses that are serious about scaling; whether that’s improving category page performance, expanding into new markets with international SEO, or reducing reliance on paid channels. I’m generally not the right fit for early-stage startups or brands that have just launched their first website as SEO requires investment and a longer-term view. If you already have consistent sales and want to turn SEO into a meaningful revenue channel, that’s where I find I can add the most value.

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.

Pricing depends on the level of support you need, the complexity of your site and the scale of your overall business goals. For one-off SEO audits, costs are typically fixed based on the size of the site and depth of analysis required. Ongoing consultancy is usually structured as a monthly investment, reflecting the time and strategic input needed to drive results. Other projects will have a custom price. Most of the businesses I work with see SEO as a growth channel rather than a cost, so the focus is always on delivering a return through increased traffic and revenue. I’m happy to provide a clear outline of costs after an initial conversation, once I can understand better what your goals are and what would be required.

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.

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.

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.

SEO isn’t fast, but it doesn’t need to be slow either. You’ll hear be say the phrase ‘it depends’ a lot and the same is true with this. With most clients, you can expect to see early signs of progress within around 3 months. This might include early indicators of increase performance including better rankings, increased indexation or fewer page errors. More meaningful results and revenue typically come over the following 3 to 6 months, depending on the level of competition and what state the website is in to start with. For established ecommerce sites, you often find that there are quick wins such as fixing technical issues or improving category pages that can unlock growth relatively quickly. Generally, the real value of SEO comes from consistent, long-term improvement counted in months and years. The goal is all about building a channel that continues to generate sales and traffic season after season.

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.