Ecommerce SEO that grows revenue, not just rankings.
An ecommerce SEO agency for established Australian online stores. We map every category and product page to your P&L, sync organic with your Shopping feeds, and run paid and organic off one keyword-to-revenue map. It is the discipline behind Hobbies Direct's +77% revenue.
Hobbies Direct: +77% revenue from paid and organic combined and a +38% organic traffic lift over the engagement, against a P&L-mapped keyword strategy across thousands of SKUs. Figures verified before they shipped.
Most ecommerce SEO is sold against traffic and rankings. Firewire sells it against revenue per product margin. The work starts by mapping every category and product page against the queries that actually drive its revenue, not the queries with the highest search volume. The difference between a good and a forgettable ecommerce SEO company is whether they stop at sessions or tie the work to the P&L.
An online store is structurally harder to rank than a brochure site. Thousands of dynamic SKUs, faceted navigation that bloats the crawl, duplicate content across variants, and product feeds that fight with the rest of the marketing stack. We engineer category and product architecture for revenue, then sync it with your Shopping feeds so paid and organic reinforce each other on every buying query rather than competing for the same click.
If a ranking is not on a query that pays, we deprioritise it. Organic and Shopping run off one keyword-to-revenue map, and our ecommerce SEO services ladder every brief, redirect and schema decision back to a revenue-generating query. Ecommerce SEO without commercial intent is just busy work, and Firewire does not do busy work.
The same three-phase framework you've seen on the homepage, built around the surfaces an online store actually competes on.
We audit your organic and Shopping share against the queries that drive revenue across your catalogue. Every keyword is mapped to a product margin, every competitor benchmarked, every AI model checked for whether it cites your range. The output is a single view of where catalogue revenue is being left on the table, and which collections to compete on first.
Category and product page architecture, technical foundation (crawl, faceted navigation, duplicate content, Core Web Vitals), content, authority, schema and AI citation: built as one system. Every brief is laddered back to a revenue-generating query and briefed against the same keyword-to-revenue map as your Google Shopping feeds.
Weekly walkthroughs against your P&L. Live dashboards covering organic and Shopping revenue, AI citations, and SERP positions on the queries that matter. If a tactic is not moving revenue, it is cut at the next review.
Collection page architecture and content engineered so your category pages rank and convert on high-intent buying queries. We treat collections as the commercial workhorses of the store, structured to capture demand and built to close it, not thin landing pages bolted on as an afterthought.
Unique, optimised product content at scale, with structured data, review integration and disciplined out-of-stock URL handling. We optimise product pages so each one earns its own rankings instead of relying on the category above it, even across catalogues running into the thousands of SKUs.
Faceted and filtered navigation control, duplicate content resolution, crawl budget, indexation, site speed and Core Web Vitals across large catalogues, plus replatform migrations with full redirect mapping and pre and post benchmarking so a move never costs you rankings. These are the issues a brochure site never faces, and the ones that quietly cap an online store's organic revenue if they go unmanaged.
As a Shopify SEO agency we handle the platform's specifics directly: collection and product architecture, Shopify's URL and duplicate-content quirks, app bloat and template speed, and Shopping feed sync. We know where Shopify helps SEO and where it gets in the way, so we engineer around the defaults rather than fighting them. A Shopify SEO agency that treats the platform as a constraint to design for, not a limit to accept.
Platform-specific optimisation beyond Shopify, across WooCommerce, Magento (Adobe Commerce) and BigCommerce. Each platform has its own crawl, duplicate-content and feed behaviour, and we engineer for the one you actually run rather than a generic checklist.
Product feed optimisation synced with Google Shopping so paid and organic reinforce each other on every buying query. The same keyword-to-revenue map drives both channels, which is what lets organic lower the cost of paid and paid sharpen what organic targets next.
Earned links, digital PR and brand citations from reputable sources that tell search engines your store is worth ranking. White-hat only: no link buying, no PBNs, no shortcuts that put your domain one algorithm update away from a penalty.
Part of every Firewire engagement, not a separate add-on. We engineer Product, Offer and Brand schema and the entity signals so AI models cite your range as the source. This is the same schema discipline that took Hobbies Direct's catalogue of thousands of SKUs into AI answers, tracked across ChatGPT, Perplexity, Google AI Overviews and Gemini.
To be useful, the work has to be focused. Here's what we explicitly don't do, so you can decide if we're the right ecommerce SEO agency for you before the first call.
We do not buy, exchange, or rent links. Every authority signal we build for your store is earned editorially or through digital PR.
Strategy, content, and technical work are all done in-house by Firewire specialists in Australia. No overseas writing factories churning out thin product copy, no white-label resellers.
Engagements run on a 3-month minimum, then month-to-month with quarterly P&L reviews. If we are not the right partner anymore, we say so first.
We do not report on impressions, sessions, or rankings as success measures. The scoreboard is revenue and ROAS.
We work best where organic and Shopping are already a material revenue channel. If you are pre-launch or pre-revenue, you are usually better served elsewhere first.
A real timeline for an Australian eCommerce SEO engagement, built from what actually happens for the average Firewire client.
A senior strategist scopes the engagement. A first-pass audit of your GA4, GSC, organic and Shopping share, and AI citation surface is delivered. You walk out with a prioritised map of where catalogue revenue is leaking across collections, product pages and feeds.
Technical foundation fixed in priority order: faceted navigation, duplicate content, speed. Keyword-to-revenue map built across the catalogue. Category and product content engine briefed against top-margin queries. First content live. Reporting dashboards live. Your store's SEO has a spine by week four.
Weekly walkthroughs against revenue. Content engine producing 4–8 briefs per month. Authority signals building. AI citation tracking live. By the end of month 3, organic and Shopping revenue trajectory is visible against the pre-engagement baseline.
Hobbies Direct was ranking for generic hobby terms, but the traffic rarely turned into sales. Ads spend was climbing while margin wasn't.
We mapped every keyword to a product margin, rebuilt the account architecture around the highest-LTV categories, and synced SEO briefs with Shopping feeds so paid and organic reinforced each other on every buying query.
Firewire built the attribution framework before any content was created, so we always had clean data on what each channel contributed. The SEO wasn't cannibalising paid. It brought in customers we weren't reaching before.
The named ecommerce engagement behind the headline numbers. Every figure verified before it shipped.
See all eCommerce SEO case studies“Ranking for everything except the queries that pay the bills.”
Owned the page, twice. A P&L-mapped keyword strategy that synced paid and organic on every revenue query, so they own the page, twice.
The actual people who'd ship your work. Strategy, execution and reporting from the same team.
Every quote here is from a real Firewire client. Numbers tied to verified analytics data.
Firewire built the attribution framework before any content was created, so we always had clean data on what each channel contributed. The SEO wasn't cannibalising paid. It was bringing in customers we weren't reaching before. We would recommend them without hesitation.
A remote-first team rooted in Newcastle, NSW. Working with clients in every Australian capital.
30 minutes with a senior Firewire ecommerce strategist. We will diagnose where catalogue revenue is being left on the table across organic and Shopping, and tell you honestly whether we are the right ecommerce SEO agency to recover it.
