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From ambitious start-ups to established names, one in-house team turns creative into customers.
TRUSTED BY NZ BRANDS
Join the businesses already seeing real results with Refined
Ecommerce SEO that turns into sales.
Ecommerce SEO is the work that gets your collection and product pages found on Google when New Zealanders search for what you sell. Ours is measured on orders and revenue, not rankings, and run by one in-house Auckland team that also builds Shopify stores.
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WHY REFINED
The team that ranks your store can also build it.
We started Refined because businesses kept being sold recycled packages by agencies they never actually spoke to. So we built the opposite: a Kiwi-owned team in Grey Lynn where SEO strategists, writers, Shopify developers, photographers and media buyers sit together. For an online store, that means the fixes we recommend get built, not left in a report.
Built, not just advised
Our developers change the theme, templates and redirects themselves, so technical fixes get made instead of waiting in someone else's queue.
Direct access
You talk to the strategist, writer and developer working on your store. No account managers passing messages along.
Bespoke, not packaged
Every plan is scoped to your catalogue, margins and competitors. If SEO will not pay its way for your store, we say so before you spend.
Reported live
Organic orders and revenue in Refined Analytics as they happen, with a weekly report that says what we did and what we are changing next.
LET'S TALK GROWTH
Ready to sell more from organic search?
Book a free strategy call. We will look at your store, your collections and the competitors ahead of you, and tell you honestly where the biggest wins are.
How we report
You always know what search is selling, and why.
No black box and no monthly PDF that arrives too late to act on. Refined Analytics shows the orders and revenue organic search brings in, by collection and product, and a weekly report from the people doing the work explains what we changed and what is next.
Refined Analytics
Organic orders and revenue by landing page, next to your ads and email, in one live dashboard.
Tracking done first
Ecommerce and server-side tracking checked before work begins, so the revenue figures can be trusted.
Direct line
Your SEO strategist, writer and developer are the people on the call, not an account manager relaying notes.
Reporting cadence
Live
Always on
Refined Analytics dashboard
Organic sessions, orders and revenue by collection and product
Weekly
Performance report
Pages that moved, fixes shipped, what is being tested next
Monthly
Review call
Results against plan, new collections, content priorities
Quarterly
Roadmap reset
Seasonal ranges, new categories, next quarter's priorities
Measured on orders and revenue · Reported by the people doing the work
FAQ
Ecommerce SEO questions, answered straight
What online store owners ask us before starting SEO.
What is ecommerce SEO?
Ecommerce SEO is the work that helps an online store's collection, category and product pages rank on Google for the searches shoppers make before they buy. It covers site structure, technical health, product and category content, structured data and links, and it is measured on orders and revenue rather than traffic.
Is SEO worth it for ecommerce?
Yes, for most stores selling products people already search for. Organic search brings in shoppers you don't pay for per click, and a collection page that ranks keeps bringing in buyers every month. Proferlo Furniture grew its organic search traffic 7.4x within 12 months, from 1,128 to 8,322 visits a month.
How do I do SEO for an ecommerce website?
Start with keyword research that maps each search to the right collection or product page. Then fix the technical basics: a clean structure, one URL per product, canonical tags on filtered pages, fast mobile pages and product schema. Write original category and product content, link related pages together, earn links from relevant sites and track organic orders.
Do you do SEO for Shopify stores?
Yes. Our developers build Shopify stores, so we change the theme and templates behind your collection and product pages ourselves rather than handing you a list. We also handle Shopify's quirks, such as duplicate product URLs inside collections, tag pages, fixed URL prefixes and apps that slow the theme down. We work on other platforms too.
How do you handle filters, variants and duplicate content?
We decide which filtered pages deserve to rank, such as a colour or material people search for, and give them a clean URL, their own copy and internal links. The rest get canonical tags or stay out of the crawl, so Google spends its time on pages that sell. Variants usually share one product URL.
Do unique product descriptions help SEO?
Yes. Manufacturer descriptions copied across dozens of stores give Google no reason to rank yours over theirs. Original descriptions that answer what buyers ask, such as sizing, materials, care and delivery, help a page rank for longer, more specific searches and convert better. We start with the products and collections that bring in the most revenue.
How long does ecommerce SEO take to show results?
Competitive category terms usually take months of consistent content and authority work, while technical fixes and better collection pages can move earlier, especially where competitors are weak. Proferlo Furniture's organic search traffic grew 7.4x within 12 months. You can watch progress in Refined Analytics as it happens, measured in orders as well as traffic.
How do Google Shopping and SEO work together?
They share the same product data. Google's free product listings and Shopping ads both draw on your Merchant Center feed, so clear titles, accurate attributes, good images and product schema on your pages help both. We plan SEO alongside your paid search, so you can see which products win organically and where ad spend still earns its place.
Can ChatGPT and other AI search tools recommend my products?
Yes, if your store gives them clear information to work with. ChatGPT, Gemini and Google AI Overviews draw on product pages, reviews, structured data and buying guides when shoppers ask for recommendations. The work that helps you rank, such as accurate product schema, specific descriptions and helpful category content, also makes your products easier to cite.
How much does ecommerce SEO cost in New Zealand?
It depends on the size of your catalogue, how much technical work your platform and theme need, how many categories you want to win and how much authority your market demands. We scope it after an audit and show you where every hour goes. There are no packages and no hidden fees.
Measured onOrders and revenue, not rankings
OwnershipKiwi-owned and operated
StudioGrey Lynn, Auckland
ReportingLive in Refined Analytics
The problem
Most store SEO stops at an app and some meta titles.
Online stores get sold apps, keyword counts and monthly PDFs, while the pages that should rank are a heading and a product grid. Here is what usually goes wrong, and how we run it differently.
What usually goes wrong
- –Collection pages with a heading, a product grid and nothing else
- –Filters and tags creating thousands of near-duplicate URLs
- –Supplier descriptions shared word for word with every other stockist
- –Slow themes weighed down by apps and oversized images
- –Reports full of traffic, empty of orders
What we do instead
- ✓Match every valuable search to one collection or product page
- ✓Control filter, tag and variant URLs so Google crawls what sells
- ✓Write original category and product copy that answers buyers
- ✓Fix speed and add product schema in the theme itself
- ✓Report organic orders and revenue, live, in Refined Analytics
What is included
Everything your store needs to rank and sell, from one team.
No part of the work is outsourced. The strategist, the writer, the Shopify developer and the person who reports to you all sit in the same Grey Lynn studio.
Technical SEO for stores
Crawl paths, faceted navigation, canonical tags, redirects, site speed and Core Web Vitals, fixed by developers who build Shopify stores.
Collection and category pages
Keyword mapping, intro copy, buying advice and internal links that turn collection pages into landing pages for the searches that sell.
Product pages and schema
Original descriptions, product schema, review markup and descriptive image alt text, written for buyers first and search engines second.
Redesigns and migrations
Navigation, URL structure and redirects planned before a redesign or replatform, so the rankings you have come with you.
Google Shopping and AI search
Product data and content structured so Google Shopping, AI Overviews and ChatGPT can understand and recommend what you sell.
Links and digital PR
Links and mentions earned from relevant New Zealand sites, gift guides and industry press, never bought from link farms.
How it works
Six steps from crawl to checkout.
The same framework on every store, scoped to your catalogue and market. Nothing is set and forgotten.
01
Audit
A full crawl of every product, collection, filter and tag URL, plus the competitors and searches between you and your buyers.
02
Map
Every valuable search matched to one collection or product page, prioritised by margin and revenue, not search volume alone.
03
Fix
Duplicate URLs, faceted navigation, speed, schema and mobile fixed first, so everything after it compounds.
04
Content
Collection copy, product descriptions and buying guides written to rank, be cited by AI search and convert.
05
Authority
Links and mentions from relevant New Zealand sites, suppliers, gift guides and industry press that Google trusts.
06
Compound
Measure orders, prune what does not sell, expand what does. You see the movement live and hear from us weekly.
What it costs
What it costs to grow organic sales, shown to the hour.
No packages and no hidden fees. Your investment is set by your catalogue and your market, and you see where every hour goes: strategy, content, technical and authority.
Request a strategyCatalogue size
A focused range and a catalogue of thousands of products need very different amounts of work.
Categories that pay
How many commercially valuable collections and products sit between you and your buyers.
Platform and theme
How much technical work your theme, apps and platform need, allocated transparently each month.
Authority building
The outreach, PR and partnerships your category needs to be trusted by Google.
“Their ability to orchestrate content, performance and strategy simultaneously in one unified approach is exactly what modern marketing should look like. They’ve genuinely had a huge impact on the success of the business.”
Allen Li, Director, Proferlo Furniture
Read the case study“Blown away. We did not expect the quality to be that good.”
Gorran Marusich, Managing Director, Kiwi Sheepskins
Read the case studyThe approach
What good SEO looks like for an online store.
Most online stores do not need to rank for everything. They need to own the searches that happen right before someone buys: the category a shopper types in, the product they compare and the question they ask before checkout. We match each of those searches to one page on your store and make that page the best answer. The foundations are the same as our SEO services; what changes is the scale, the structure and the product data.
Collections that match how people shop
Collection pages are usually a store's biggest opportunity, because they match the broad searches people make, such as “bedside tables” or “storage bed”. We give each one a clear heading, a short intro that helps buyers choose, answers to common questions and links to related collections, so Google and shoppers can see what the page is for. Our Shopify SEO guide covers the basics if you want to start on your own.
Product pages worth ranking
Product pages win the specific searches: a model name, a size, a material. Original descriptions, clear specifications, real photography, reviews and product schema give Google the detail it needs to show price, availability and ratings in results, and give buyers the confidence to add to cart. A copied supplier description gives Google no reason to choose your page over anyone else's.
Filters, variants and duplicate URLs
Faceted navigation is where most store SEO quietly breaks. Every filter, tag and sort order can create a new URL, and Shopify adds duplicate product paths inside collections. We choose which filtered pages deserve to rank, give them clean URLs and their own copy, and use canonical tags and crawl rules so the rest do not dilute the pages that sell.
Speed and the theme underneath
Slow mobile pages cost rankings and sales. Our Shopify developers work in the theme itself: compressing images, removing apps that load scripts on every page, fixing Core Web Vitals and adding structured data at template level, so every new product launches with the basics right. Before a redesign or replatform, we plan URL structure and redirects so existing rankings carry over.
Shopping, AI search and the rest of your marketing
Google Shopping, AI Overviews and assistants like ChatGPT all lean on the same product data, so clean titles, accurate attributes and schema help you show up across all of them. We plan SEO alongside your paid search and email through our ecommerce marketing team, and track everything through to orders and revenue in Refined Analytics.
SEO result
Proferlo Furniture: 7.4x the organic search traffic in 12 months.
A New Zealand furniture retailer competing with national chains on the searches that sell beds, storage and living room furniture. Refined rebuilt the site structure, the product and category content and the site's authority, alongside the content and paid media work covered in the full case study.
1,128 → 8,322
organic visits a month, before Refined and now
7.4x
organic search traffic within 12 months
21 → 138
keywords in Google's top three
3x
online revenue growth after 60 days