Ian Ferguson
Ecommerce SEO Consultant, Ferguseo
Newcastle upon Tyne, United Kingdom
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Ian Ferguson is an independent ecommerce SEO consultant who helps Shopify brands get found, with a focus on platform migrations, technical SEO and the on-page experience that turns visits into sales. He has 15 years in ecommerce, most of it agency side working with brands including Barbour and Montane, before setting up Ferguseo. Outside SEO, he's usually doing up the house, tinkering with his smart home or keeping up with his two boys.
Area of Expertise
Topics
What AI search means for online shops
How shoppers are using ChatGPT, AI Overviews and AI browsers, and what a store can do about it without chasing every new tool.
One product or twelve? Splitting colours the right way
Variants or a separate product for every colour, and what each choice actually does in search. Spoiler: colour searches are a much smaller reason to split than most people think.
Traffic's dropped and everything looks urgent: what to fix first
After a migration, a Google update or a redesign, the audit finds fifty problems and you can fix about three this week. How I rank them by the clicks they cost, using free Search Console data.
Which empty collections are holding your store back
I scanned 669 established UK Shopify stores for empty, thin and duplicate collection pages. What I found, which of those pages actually matter, and a free way to check your own store.
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