About Us
Structural SEO is an SEO agency built and run by Ernesto Ortiz, a former Head of eCommerce.
We provide SEO the way it should be run inside real businesses: accountable to revenue, focused on new customer growth, and long-term profitability. No vanity metrics. No disconnected tactics. Just SEO structured to compound revenue and reduce reliance on paid ads.
Structural SEO vs Traditional SEO Agencies
Structural SEO operates like an in-house growth function, not an outsourced marketing vendor.
| Feature | Structural SEO | Traditional SEO agencies |
|---|---|---|
| Origin | Built inside an established eCommerce business | Built as service providers from day one |
| Primary Background | Former Head of eCommerce with P&L responsibility | Agency-only or consultant-led backgrounds |
| Accountability | Revenue, new customers, profitability | Traffic, deliverables |
| SEO Objective | Organic & AI-driven revenue growth | Visibility and keyword performance |
| Growth Context | Proven on established businesses | Often validated on startups or short-term wins |
| New Customer Focus | Explicitly measured and prioritised | Often mixed with brand traffic |
| Decision Lens | Scientific testing, accounting-level impact and opportunity cost | Traffic SEO best practices |
| Site Architecture | Structure-first: categories, hierarchy, intent mapping | Page-level, content-first approaches |
| Tactics Order | Technical → Structure → Pages → Content → Links | Content → Links → Reporting |
| What Gets Prioritised | Changes that compound over time | Activities that show short-term movement |
| Reporting Focus | Revenue attribution and commercial outcomes | Rankings, impressions, clicks |
| Scope Definition | SEO only with clear service boundaries | Generalist or full-service digital |
| Incentive Alignment | Designed as if SEO were run in-house | Designed around agency reporting cycles |
| Long-Term Outcome | Increased organic revenue & reduced dependency on paid advertising | Increased traffic no matter the impact |
After taking SEO in-house for an 8-year-old eCommerce business and growing organic revenue by 75% in 12 months, with 79% coming from new customers, we built Structural SEO to replicate what actually works for other businesses.
Born In-House. Built for Growth
Structural SEO was built by someone who sat on the other side of the table.
Before founding the agency, I was Head of eCommerce for an established Australian business in the office furniture industry. The company had been operating for eight years, was already profitable, and had steady demand. This wasn’t a startup trying to find product-market fit, it was a mature business where growth was hard, margins mattered, and every channel was accountable.
I had full visibility across all revenue channels, including paid media, email, wholesale, repeat customers, and organic search. I was responsible for everything connected to the website: hiring and managing developers, copywriters, and external agencies, and deciding where the business should invest its time and money to grow.
That perspective shaped everything that came next.
From In-House Operator to Agency Founder
After repeating those results and refining the approach, I started working with other eCommerce businesses on the side. Over time, those projects grew into Structural SEO.
The agency was built specifically for established businesses that:
- Already have product-market fit
- Already spend money on paid media
- Already generate revenue
- But want organic search to become a profit lever, not a vanity channel
Because Structural SEO was born from an in-house role, the work is designed to answer the same questions I used to ask agencies myself:
- Will this generate incremental revenue?
- Will this attract new customers, not just existing ones?
- Will this still matter in 6–12 months?
- Is this worth the opportunity cost?
If the answer isn’t clear, it doesn’t make it into the strategy.
Our Philosophy: Structure Before Scale
Structural SEO is grounded in one principle:
SEO only works when the structure of the site matches how people search and how search engines understand commerce.
That means we focus on:
- Creating the right pages, not more pages
- Aligning site architecture with real buyer intent
- Building category, subcategory, and product structures that can scale
- Prioritising changes that affect revenue, not just rankings
Having had accounting-level visibility into a real business, I learned very quickly:
- What actually moves the needle
- What looks impressive but doesn’t convert
- What consumes time without producing returns
That experience is baked into how we operate today.
Who We Work With
Structural SEO works with businesses that are serious about their growth:
- Small businesses doing ~$1M+ in annual revenue
- Multi-store or multi-country brands expanding internationally
- Established 7–8 figure brands looking to increase organic revenue and reduce dependency on paid ads
These are businesses where SEO decisions have real financial consequences and where getting it right compounds over time.
What Makes Structural SEO Different
Structural SEO isn’t built around templates, generic audits, or disconnected tactics.
It’s built around:
- Operator-level experience
- Revenue accountability
- Long-term compounding growth
- Clear trade-offs between effort and return
The agency exists because I’ve lived with the consequences of SEO decisions inside a real business, and I built the service I wish I had access to back then.
Platforms We Work With
Over the years we’ve had experience with many platforms and CMSs like:
- Shopify / Shopify Plus
- WordPress / WooCommerce
- BigCommerce
- Custom CMSs used in B2B industries
- Squarespace
- Wix