Most B2C sites lose organic traffic to problems nobody's watching – bloated page weight, duplicate faceted navigation, and crawl budget wasted on pages that don't matter. We fix the technical foundation so your content and product pages actually get the ranking they've earned.
The Problem
Core Web Vitals fail on mobile, where most consumer traffic actually lands
Consumer sites tend to be image and script heavy – product photography, marketing pixels, chat widgets, review plugins – and each addition degrades load speed a little more until mobile Core Web Vitals fail outright. Google factors page experience into ranking, and slow mobile load also tanks conversion rate directly, so the same problem costs you twice: worse rankings and worse conversion on the traffic you do get.
Faceted navigation and filters generate thousands of near-duplicate URLs
Category pages with size, color, and price filters can generate combinatorial URL variations that Google crawls as distinct pages, splitting ranking signal across near-identical content and burning crawl budget on filtered variations that will never rank. Most B2C sites have never audited which filter combinations get indexed versus which should be blocked or canonicalized, so crawl budget goes to junk URLs instead of the pages that actually drive revenue.
Product pages go out of stock or get discontinued and quietly become dead weight
Consumer catalogs turn over constantly, and discontinued or out-of-stock product pages often stay live with no redirect strategy, no updated content, and no clear signal to Google about what happened. Search engines keep crawling and eventually deindexing pages that no longer serve a purpose, and inbound links pointing at those URLs from other sites or old campaigns lose their value instead of being redirected to a relevant live page.
Structured data is missing or broken on the pages that need it most
Product schema, review schema, and FAQ schema directly influence whether your listings get rich results in search – star ratings, pricing, availability – which meaningfully affects click-through rate even at the same ranking position. Most B2C sites either never implemented structured data correctly or let it break silently after a platform migration or theme update, forfeiting rich results to competitors whose schema still validates.
How We Help
We start with a full technical crawl and Core Web Vitals audit across desktop and mobile, since mobile is where the failures usually concentrate and where they hurt both ranking and conversion simultaneously. This tells us exactly which pages are slow, why, and how much of your crawl budget is being spent on URLs that will never rank.
From there we fix the page speed issues that actually move the needle – image optimization and lazy loading, script deferral for non-critical third-party tags, and font and render-blocking resource cleanup – prioritized by which pages carry the most organic traffic and revenue, not a blanket technical checklist applied evenly across a site where most pages don't matter equally.
Faceted navigation gets a real strategy instead of being left to generate infinite URL combinations. We define which filter combinations deserve their own indexable, optimized page because they match real search demand, and which should be canonicalized or blocked from crawling entirely. This alone often recovers meaningful crawl budget on larger catalogs and stops ranking signal from splitting across near-duplicate pages.
We build a lifecycle process for product and category pages instead of letting discontinued items rot in the index. Out-of-stock pages get a clear strategy – stay live with alternative recommendations, or redirect to the closest live equivalent – so neither users nor Google hit dead ends. Structured data gets implemented and monitored across product, review, and FAQ schema, with validation checks built into the release process so a future platform update doesn't silently break rich results again.
What we deliver
- Technical crawl and Core Web Vitals audit – full desktop and mobile diagnostic prioritized by traffic and revenue impact
- Page speed remediation – image, script, and render-blocking fixes on the pages that carry the most organic value
- Faceted navigation strategy – indexation rules that stop crawl budget waste and duplicate content splitting
- Structured data implementation and monitoring – product, review, and FAQ schema with validation built into future releases
A slow mobile page doesn't just rank worse – it converts worse on the traffic it still manages to get. Most B2C technical SEO problems are costing revenue twice before anyone notices the ranking drop.
Our Methodology
We run this as a 90-day sprint built around the two technical failures that quietly cap most B2C organic performance: mobile page experience and crawl budget wasted on faceted navigation and dead product pages. The first 30 days are diagnostic – a full crawl audit, Core Web Vitals measurement across the highest-traffic templates, and an indexation review of faceted and discontinued pages. Days 30 to 60 implement the fixes, prioritized by revenue impact, and stand up the structured data and page lifecycle processes. The final 30 days monitor ranking and traffic response and lock in validation checks so fixes hold through future site changes.
What separates this from a standard technical SEO audit is that most audits produce a long list of issues ranked by severity with no connection to which pages actually drive revenue, and the list sits in a shared doc that nobody implements. We prioritize by traffic and revenue impact from the start and implement directly, because for most B2C sites the problem was never a lack of awareness that technical SEO mattered – it was that the last audit never got past the recommendations stage.
How We Work
The first 30 days are audit and diagnosis. We run a full site crawl, measure Core Web Vitals on your highest-traffic templates, and audit indexation of faceted and product pages, coming back with a prioritized fix list tied to actual traffic and revenue rather than a generic severity score. Days 30 through 60 are implementation – working directly with your development team or CMS to ship page speed fixes, indexation rules, and structured data. By day 90 we're monitoring ranking and traffic response and validating that fixes are holding.
On our side, the team is a technical SEO lead who owns the audit and prioritization, working directly with whoever owns your site's development, whether that's an in-house engineering team, an agency, or a platform like Shopify or WordPress. From your side, we need site and analytics access, and either development resources to implement fixes or the ability for us to implement directly depending on your platform and permissions.
Cadence is weekly during the first 90 days, covering audit findings, implementation progress, and early ranking signal, with async Slack for anything time-sensitive like a site migration or a Core Web Vitals regression. After the initial sprint, most engagements move to a monthly monitoring cadence tied to ongoing catalog changes and platform updates. Typical engagement length is 3 to 6 months for the initial buildout, with many clients continuing on a lighter monitoring retainer once the technical foundation is stable.
What to expect at each phase: month one surfaces the specific technical issues and their revenue impact. Month two shows visible implementation progress and early Core Web Vitals improvement. Month three onward is where ranking and organic traffic typically start reflecting the fixes, since technical SEO changes take a crawl-and-reindex cycle to show up in search results.
- Improved Core Web Vitals scores across highest-traffic mobile templates
- Recovered crawl budget from faceted navigation and dead page cleanup
- Higher click-through rate from restored structured data and rich results
- Organic traffic and revenue growth from technical fixes prioritized by impact
If your b2c company needs technical seo leadership, we should talk.
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Frequently asked questions
How much does a technical SEO engagement cost for a B2C company?
Most B2C technical SEO engagements with us run $5K-12K monthly, depending on catalog size and site complexity. That's typically less than the cost of an in-house technical SEO hire, and it includes direct implementation rather than just an audit and recommendations list. Larger catalogs with more complex faceted navigation sit toward the higher end.
How long before we see results from a technical SEO engagement?
Page speed and Core Web Vitals fixes typically show measurable improvement in the tools within 2-3 weeks of implementation. Ranking and organic traffic changes take longer since they depend on Google's crawl and reindex cycle, usually 60-90 days for meaningful movement, faster on larger sites Google crawls more frequently.
How does the technical SEO team integrate with our existing staff?
We work directly with whoever owns your site's development, whether in-house engineering, an agency, or your CMS platform, to prioritize and implement fixes. Weekly working sessions cover findings and implementation progress with your marketing or growth lead. If you have an in-house SEO person, we become the technical implementation and platform-specific expertise layer.
What makes Winston Francois different from a traditional SEO agency?
Most SEO audits produce a long severity-ranked issue list that sits in a shared doc with no connection to actual revenue impact, and implementation rarely happens. We prioritize by traffic and revenue from the start and work directly with your development resources to ship fixes, not just recommend them. We operate as an embedded team accountable to organic traffic and conversion, not audit deliverables.
How do you measure ROI from a technical SEO engagement?
We track Core Web Vitals scores, indexation health, organic traffic and rankings on revenue-driving pages, and click-through rate improvements from restored structured data. We tie these back to actual organic revenue where analytics allow, so the report reflects business impact, not just technical metric improvement in isolation.
What type of B2C company is the right fit for this service?
Consumer brands with a meaningful product catalog or content library where organic search is or should be a significant traffic source are the best fit. Companies that have had an SEO audit before but never saw the recommendations implemented tend to see the fastest value. The first step is the technical crawl and Core Web Vitals audit against your live site.
