SEO still works, but your approach probably needs some TLCYou’re pouring time (and probably money) into SEO. Maybe your rankings have nudged up a bit. Maybe your agency’s telling you traffic is “technically up.” But conversions? Flat. Revenue? Meh. You’re left wondering why it’s not adding up. The thing is, SEO has changed. If your strategy hasn’t, that’s where things start falling apart. It’s not just about keywords anymore. Or throwing content onto a blog and hoping Google notices. And it’s definitely not about checking a few boxes on an audit spreadsheet and calling it done. Today’s SEO is part brand building, part content strategy, part technical foundation - all working together across search, Shopping, and AI-driven discovery. If even one of those pieces is misaligned, your entire campaign can stall. So, what’s going wrong? Here are five of the biggest reasons ecommerce SEO campaigns underperform and what you can do (or let us do!) to actually turn things around. Jump to the section that sounds most like your situation: 1. You’re Treating SEO Like an Add-On, Not a Strategy 2. You’re Fixing Content Before Fixing Your Site 3. You’re Still Thinking in Keywords, Not Topics 4. Your Content Isn’t Built for How Search Works Now 5. You’re Flying Blind: No Strategy, No Measurement, No Impact 1. You’re Treating SEO Like a Standalone ChannelIf you’re approaching SEO like you do your Meta ads or paid Search - brief in, tick the box, wait for leads - we need to talk. SEO doesn’t exist in a silo. It powers discovery, supports conversions, drives visibility, and underpins the success of every other digital channel you run. When treated like an isolated tactic instead of an always-on, business-wide initiative, it never delivers its full potential. Especially now. AI-powered search experiences - like Google’s AI Overviews and Gemini, ChatGPT’s browsing capabilities, and TikTok search behaviour - mean that custome...