Promoted from Sr. SEO Executive to SEO Manager. Led technical and content-led SEO for US eCommerce brands — and built the systems that made 50+ platform migrations survivable.
The Context
Commerce Pundit is a US-focused eCommerce agency specialising in platform development and digital marketing for online retailers. I joined as a Senior SEO Executive and was promoted to SEO Manager, eventually leading the organic acquisition work across a portfolio of US eCommerce clients.
US eCommerce is a technically demanding SEO environment. Clients had large product catalogues, frequent promotional cycles, and complex platform architectures — often mid-migration from legacy CMS platforms to Magento or Shopify. The stakes on migrations were high: a badly executed redirect map could wipe months of organic equity overnight.
What I Built
Keyword Portfolio & Content Growth
Expanded the ranked keyword portfolio by 56% — from 23,000 to 36,000 ranking keywords — through a structured combination of content gap analysis, category page optimisation, and long-tail cluster targeting. Alongside this, drove a 40% increase in leads through content-led acquisition strategies that aligned editorial calendars with commercial intent queries.
Go-Live QA System
One of the most operationally significant things I built at Commerce Pundit was a proprietary Go-Live QA system to manage product launches and site migrations. The result: 50+ product launches directed without a single indexation loss. Before this system existed, post-launch hotfixes were common. After implementation, we reduced post-launch SEO incidents by approximately 70%.
WordPress to Magento Migration
Managed the full technical SEO execution of a major platform migration from WordPress to Magento. The approach: precision 301 mapping at URL level, crawl validation pre- and post-migration, structured data transfer, and canonical governance. Outcome: 95%+ link equity preserved with zero ranking loss on priority pages — a result that became the benchmark for subsequent migration projects.
Image Search Recovery via Automation
Identified a pattern of lost organic image sessions across client accounts linked to missing or mismatched alt text and inconsistent image filenames. Built an automated workflow to generate and implement correct alt text and filename conventions at scale across product image libraries. Recovered lost image search traffic within 3 months of deployment — a win that was entirely invisible to clients until it showed up in GSC.
Key Results
56% keyword visibility growth (23K → 36K). 40% increase in organic leads. 50+ platform migrations and product launches with zero indexation loss. 70% reduction in post-launch SEO hotfixes. 95%+ link equity preserved on WordPress-to-Magento migration. Image search traffic recovered within 3 months via automation.
What US eCommerce Taught Me
eCommerce SEO at scale is fundamentally a systems problem. You cannot manually manage thousands of SKUs, category pages, and platform changes — you have to build repeatable processes and automated checks that make the work defensible. The Go-Live QA system and image automation workflows I built here were my first real lesson in turning a recurring SEO problem into a solved one. That mindset — build it once, run it forever — has shaped every system I have built since.