Check out my latest thoughts around SEO

This is a space for me to share my insights, thoughts and reflections from the world of SEO.

8 insights, newest first

Has a spam update hit your store? An orange traffic line runs steady, swings wildly through a yellow band labelled Don't react yet, then settles again
Google & Shopify updates

Has a Google spam update hit your store? How online shops break the spam policies, and how to check yours
Title slide of the talk: The SEO checklist you wish you'd had sooner. A repeatable AI content workflow, with the checklist baked in. North East Freelance Network, 1 July 2026
Talks & playbooks

The SEO checklist you wish you'd had sooner
The Magento logo and the Shopify logo, each inside a hexagon outline, with an arrow pointing from Magento to Shopify.
Platform migrations

Magento to Shopify migration: the SEO problems that are specific to Magento

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The WooCommerce logo and the Shopify logo, each inside a hexagon outline, with an arrow pointing from WooCommerce to Shopify.
Platform migrations

WooCommerce to Shopify migration: the SEO problems that are specific to WooCommerce
A Google Search Console chart of clicks and click-through rate across twelve months, showing a sharp fall at the point of migration followed by a steady recovery back towards the previous level
Platform migrations

The Shopify migration mistakes that cost you organic traffic
A GA4 channel group configuration showing an AI referrals channel
AI search

How to track AI referral traffic properly in GA4
Slide from the talk on what AI means for ecommerce websites
AI search

What AI means for your website, your content and your customers
Ian Ferguson presenting the ecommerce SEO masterclass at BrightonSEO
Talks & playbooks

BrightonSEO masterclass: optimising ecommerce SEO for Shopify success
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Ian Ferguson, freelance ecommerce SEO consultant, working at a laptop
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