Söksmart

E-commerce SEO that shows up in
the P&L

I work with Nordic e-commerce teams that already invest in SEO but don't see the impact in checkout. The problem isn't a lack of analysis. It’s that the right moves never get prioritised, and the ones that do never actually ship. I’m here to bridge that gap.

See if a sprint fits your businessHow I work
🏆 Swedish SEO Award 2025 — Toys & Kids category🌍 Scaled organic revenue across six markets🤝 Max 3–4 clients per quarter — limited capacity
Todd Gårdefors

👋 Todd — former in-house SEO lead. Now consulting from your side of the table.

I came from inside the thing that usually stalls SEO

Todd Gårdefors — e-commerce SEO consultant and founder of Söksmart

Four years in-house at some of Sweden's largest e-commerce brands taught me something most consultants never get to see.

SEO projects don't die from bad analysis. They die from no clear direction, no priority and no one driving the work over the finish line.

SEO doesn't stall because people don't know what to do. It stalls because everything competes with everything else. IT has a long queue, the e-commerce team is chasing campaigns. And suddenly no one has time to push through the moves that would actually move the P&L.

That's what I lived from the inside. And what I didn't want to keep watching happen.

That's why I work the way I do today: one bottleneck at a time. Clear priority. Clear ownership. Clear implementation.

I work best with e-commerce brands that:

  • €2M+ in revenue and already investing in SEO
  • Traffic without proportional organic revenue
  • Access to CMS and a path into the dev team

Less of a fit:

  • Early-stage brands without enough demand to work with yet
  • Teams that want to optimise "everything" at once
  • Buyers who want reporting, not execution

And yes — I keep things light. But I take the results dead seriously.

Results show in the numbers. The collaboration shows in the tempo.

Results are one thing. What it's like to work together is another. A few words from people I've had the privilege to work closely with.

Linus - E-commerce Manager

"A decisive ingredient"

Together we took Proteinbolaget's SEO to a new level. New strategies, cleanup, technical SEO and a serious amount of operational work. Todd was, frankly, a decisive ingredient in that work.

Linus

E-commerce Manager, Proteinbolaget

A leading Nordic player in Sports Nutrition & Supplements
Lisa - Performance Marketing Lead

"Driving force behind organic results"

Todd is sharp, analytical, easy to work with and always operates from a clear, well-thought-out plan to drive organic results. The numbers speak for themselves: +15% in organic revenue YoY. A real pleasure working with Todd at Jollyroom.

Lisa

Performance Marketing Lead, Jollyroom

The largest toy & children's e-tailer in Northern Europe

SEO results that show up in checkout

A few examples of what happens when SEO stops being about "everything we should do" and starts being about the right pages, the right priority — and someone who ships it.

CASE #1

+82,700

organic clicks in 11 months

→ Seven figures in incremental revenue

Google Search Console data — +82,700 organic clicks

The Content Gap that cost seven figures

How rebuilding 30 pages for intent outpaced 200 pages of generic content.

CASE #2

+42.2%

growth in organic Shopping

→ Even with impressions trending down

Organic Google Search Console Shopping data — +42% growth

Winning back the margin Google was charging for

How cleaning supplier data stopped us from 'buying back' our own organic customers.

But organically, Shopping was flat. A clear sign that something in the product data wasn't helping Google understand what was actually being sold.

CASE #3 • COMING SOON

"Stay tuned"

More case studies on the way

Want your brand here?

I take a maximum of 3–4 clients at a time.

Why? So I can own the outcome of every project the same way I did when I was in-house.

Book a sprint assessment →

Want to understand how Google AI and AI search are changing what gets chosen?

Fill in the form to download it.

The search landscape has changed. A large part of the buyer journey is now decided before the customer ever lands on your site. Most SEO strategies aren't built for that step. This playbook shows what it means for your e-commerce business and where to start.

  • Why ranking alone is no longer enough to get chosen
  • Which page types you should prioritise first
  • How to test whether your copy answers real buyer questions
  • Why SEO, performance and customer service need to work closer together
  • What you can measure in AI search — and what you shouldn't pretend to measure

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SEO that's owned, not just managed

Most SEO projects don't die from lack of interest. They die because the scope gets too big, too vague and too easy to push to next quarter.

My sprint method is built to solve exactly that.

We start where it costs the most, scope the work tightly and make sure the right things actually ship. The method has driven 21M+ SEK in incremental organic revenue for Swedish e-commerce brands.

Not a generic review of "everything". A targeted look at the pages and structures that are costing you organic revenue right now.

I analyse your e-commerce with focus on:

  • → Product pages with high buying intent and low visibility
  • → Category pages ranking for the wrong queries
  • → Technical issues capping crawl and indexation
  • → AI visibility: do you show up where buying journeys begin?

The outcome: 3–5 prioritised initiatives that move revenue the most. Not 40.

The sprint gets a tight scope so the work actually ships, instead of being spread across everything at once.

Example scope:

  • → 20 product pages with transactional intent
  • → 15 category pages with commercial intent
  • → Google Shopping feed and product data
  • → One specific technical SEO problem

It makes the work fast, clear and shippable. Even for teams already at capacity.

I implement. You skip the project management.

No documents to take home. No lists to distribute internally. I have access to your CMS and execute the work myself or in close dialogue with your team.

  • → Product and category pages optimised
  • → Internal linking structure updated
  • → Technical fixes shipped
  • → UX and CRO adjustments on prioritised pages

When the sprint ends we measure what moved.

  • → Organic revenue
  • → Conversion rate
  • → Visibility in search

Then we decide what's next: → run another sprint → pause and measure …or you keep going with what we built. 90- and 120-day sprints follow the same structure — broader scope, deeper implementation. The goal is simple: less "SEO feeling" in your calendar, more revenue in checkout.

Common problems I solve in sprint format

Every sprint starts with one question: where are you losing the most organic revenue right now? From there we pick the right kind of sprint.

🛒

Product & category pages

This is the engine of your e-commerce. I optimize the pages that need to rank at the top, convince the customer, and maximize conversion, regardless of whether the visitor arrives via traditional search or an AI agent

  • → product copy
  • → trust signals
  • → FAQ
  • → internal linking
  • → UX & CRO

The outcome: pages that both rank better and convert more.

🛍️

Organic Google Shopping

This is about making your product data, titles, and attributes clear enough for both Google and the customer to understand exactly why your products matter.

  • → feeds that are actually usable
  • → attributes that tell Google what you sell
  • → titles built around how people search
  • → products start showing up where the purchase happens

The outcome: preparing your feed for the 2026 'Query Fan-out'—ensuring your products are the primary evidence for complex AI searches.

📝

Content that drives revenue

Instead of content for content's sake, I build pages that move customers closer to a decision:

  • → captures buying intent
  • → reinforces product and category pages
  • → works in both Google and AI search

The outcome: content that moves the customer closer to purchase — not just fills the blog.

Every sprint starts with one question:

What's costing you the most organic revenue right now?

That's where we start. Always.

Todd Gårdefors — e-commerce SEO consultant

"No fluff and no inflated forecasts. Just data-driven SEO that builds real growth."

What does it cost to get the right things shipped?

I don't work on long retainers or open-ended setups where everything gets a bit blurry. I scope the problem, prioritise what matters most and focus on getting the right things shipped. I don't require a 12-month retainer to prove my value. If we don't move the P&L in the first sprint, we shouldn't be working together.

60-day SEO sprint

For brands that know roughly where it's leaking, but need help prioritising and getting the work shipped.

Selected product pages optimised for high-intent search
Category pages strengthened for commercial queries
Google Shopping optimisation (feed + product data)
Technical SEO fixes (cannibalisation, crawl, pagination)
Internal linking structure for faster ranking
Slack or Teams channel for ongoing communication

For brands that sense something's off, but want help prioritising and shipping the work.

Book a sprint assessment
Recommended

90-day SEO sprint

For one prioritised growth area where analysis, implementation and follow-up need to hang together for real impact.

AI visibility (ChatGPT, Perplexity, Google AI)
Content that drives purchase — guides, FAQ, category pages
Structural SEO problems fixed at the root
Cannibalisation identified and resolved
3–5 landing pages optimised for checkout
Shopping optimisation for organic product clicks
Ongoing technical SEO and bug fixes
Slack/Teams for direct contact through the sprint

For a clear growth area where analysis, implementation and follow-up have to connect.

Book a sprint assessment

120-day SEO sprint

For brands where several important pieces need to be solved in the right order — without creating chaos.

Everything in the 90-day sprint
Larger product catalogues (10,000+ SKUs)
Expansion to multiple markets
Larger structural SEO changes (URL architecture, silos)
Support for in-house SEO leads and dev teams
Optimisation across the full organic customer journey
Priority support via Slack (response within 2h, 8–18)

For larger brands with several pieces that have to be solved in the right order.

Book a sprint assessment

Not ready for a sprint? Start here.

For brands that want clear direction, internal buy-in or a way to test the collaboration before a larger sprint. You're not paying for documents. You're paying for clarity, direction and what to ship next.

Audit deck for the whole team (45–60 slides)
Recorded walkthroughs of every initiative
12-month SEO roadmap (prioritised)
UX analysis (where are you losing customers?)
Conversion analysis
Competitor analysis
One 60-min walkthrough call (included)

💪 Guarantee

If the audit doesn't include at least 10 concrete initiatives you can start running on day 1, you get your money back.

One-off engagement, delivered within 2 weeks.

Order an audit

I only take 3–4 sprint engagements per quarter, so I can stay close and keep the bar high on every one.

E-commerce FAQs

Questions that linger? Answers below.