The best ecommerce SEO experts to follow in 2026 include Lee Foot, Freddie Chatt, Sam Underwood, Greg Bernhardt, and six others who consistently share actionable strategies for growing organic revenue in online retail. Each brings a unique background — from Python automation to DTC brand ownership — making their insights practical and grounded in real results.
Getting ecommerce SEO right is one of the most valuable things an online store can do. Paid ads stop the moment the budget runs out. Organic search keeps bringing in revenue long after the work is done. But the strategies that move the needle are not always obvious, and the landscape shifts constantly.
The good news is that a small group of specialists share what actually works — openly, consistently, and without gatekeeping. They test ideas on real clients and their own stores, then publish their findings for anyone willing to learn. If you are trying to grow an ecommerce business through organic search in 2026, these are the ten people whose content deserves your attention.
Here is a closer look at each of them — what they do, what makes them worth following, and where to find their best work.
- Lee Foot — Director of Search Solved
Lee Foot has been working in ecommerce SEO for well over a decade, and his name keeps coming up whenever technical SEO practitioners talk about automation. He founded and built Search Solved into a respected ecommerce SEO and PPC agency, and what separates him from most in the field is his use of machine learning and Python scripting to handle tasks that others do manually.
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His scripts have been featured in industry publications specifically for their retail and ecommerce applications. They are not just clever — they solve real problems at scale, the kind that large product catalogs and complex site architectures create. Lee’s GitHub repository under the searchsolved account gives you a direct window into how he approaches those problems.
His specialties cover technical SEO, automation, data analysis, and competitive strategy. If you want to understand how to apply code to SEO workflows — without needing a full engineering team — his content is worth studying.
Where to follow Lee: Twitter at @LeeFootSEO and LinkedIn at linkedin.com/in/lee-foot
- Keval Shah — Founder of Inbound Pursuit
Keval Shah started Inbound Pursuit as a DTC-focused SEO agency, and the testimonials from his clients make clear why he has built a strong reputation quickly. He holds a HubSpot Inbound Marketing certification, which might sound like a small detail, but it reflects a broader mindset: Keval does not just chase rankings. He thinks about the full acquisition funnel and how search fits into it.
What his clients consistently highlight is his attention to technical detail. He has worked with businesses across the size spectrum — small startups who needed their first organic traction and larger companies looking to scale what was already working. His approach adapts to those different contexts rather than applying the same playbook regardless of the situation.
His agency, Inbound Pursuit, describes itself as a pioneer in ecommerce SEO and AI SEO, which reflects where the discipline is heading. Keval keeps pace with both the algorithm changes and the tools that are reshaping how SEO gets done.
Where to follow Keval: Twitter at @seokeval and LinkedIn at linkedin.com/in/kevalshah95
- Freddie Chatt — Freelance Ecommerce SEO Consultant
Freddie Chatt is one of the most credible voices in ecommerce SEO right now, and the trajectory of his career explains why. He spent five years at Amara, a luxury home decor brand, where he built their SEO channel from virtually nothing to over 10 million pounds in annual revenue. That single case study would be enough to establish most people’s reputations. Freddie went further.
Since going freelance in 2020, he has worked with DTC brands across industries — furniture, supplements, beverages, sports — and consistently doubled organic traffic within six months for many of them. He also runs his own ecommerce brand, Village Cricket Co., which he uses as a testing ground for every strategy before recommending it to a client. That combination of client work and first-hand brand ownership gives his advice a grounded quality that is rare.
He writes Search to Sale, an ecommerce SEO newsletter trusted by SEOs at companies like Lego, Gymshark, Target, and Adidas. His work has been featured in Search Engine Land, Ahrefs, Moz, Search Engine Journal, and Entrepreneur. Brian Dean, the founder of Backlinko, has publicly called him legit. He also serves as a judge for the UK Ecommerce Awards.
Freddie’s approach is multidisciplinary. He can speak the language of content strategy, growth marketing, PR, and technical SEO — and he knows when each one matters most for an ecommerce store trying to grow.
Where to follow Freddie: Twitter at @freddiechatt and LinkedIn at linkedin.com/in/freddiechatt
- Greg Bernhardt — SEO Strategist at Shopify
Greg Bernhardt has over 20 years of experience across web design, marketing, and SEO, and for the past several years he has been working as a senior SEO strategist at Shopify. That position puts him at the center of one of the most widely used ecommerce platforms in the world, with access to data and patterns that most consultants never see.
What makes Greg particularly useful to follow is his emphasis on Python. He uses it to automate SEO processes, build custom scripts, and apply data science thinking to problems that traditionally relied on manual research. He is also a Python SEO writer at importsem.com, where he shares technical knowledge in a format that practitioners can put to use directly.
His tweets are consistently about data, automation, and finding scalable systems for SEO — less theory, more implementation. For anyone who wants to move beyond spreadsheets and into programmatic SEO, Greg’s feed is one of the better places to start.
Where to follow Greg: Twitter at @GregBernhardt4 and LinkedIn at linkedin.com/in/gregbernhardt
- Austin Cline — Co-Founder of Sitemap
Austin Cline co-founded Sitemap, an ecommerce SEO consulting firm, and has positioned it as a go-to resource for brands dealing with complex technical SEO problems. His background spans front-end development, digital marketing, and technical SEO, which gives him the ability to diagnose issues at the code level rather than just the surface.
Sitemap works primarily with ecommerce brands on Shopify and BigCommerce, and Austin has built a track record with clients ranging from Parker Clay to Home Depot. Those are very different businesses in terms of scale, and the ability to deliver results for both says something about the range of his skills.
He is active in sharing SEO tips across industry blogs and social media, with a focus on practical, on-page and technical optimization strategies. If advanced technical SEO for ecommerce is where you want to improve, Austin’s content gives you a practitioner’s perspective on what actually works.
Where to follow Austin: Twitter at @_AustinCline and LinkedIn at linkedin.com/in/austinfcline
- Sam Underwood — Freelance Ecommerce SEO Specialist
Sam Underwood’s client list reads like a directory of major UK retail brands. Virgin Experience Days, AO, Reiss, Sephora, Interflora, Joules — he has worked with all of them as a solo consultant. His current clients see an average 104% increase in organic traffic over 12 months, and he caps himself at five ongoing projects at a time to protect the quality of his work.
His background in web design and UX development gives him a perspective that goes beyond keywords and links. He understands how site structure, user experience, and technical performance interact with search visibility, and he builds SEO strategies that account for all of it. His specialties include technical SEO, content marketing, SEO strategy, and data reporting.
His articles have been featured on SEMRush and Search Engine Journal, and the testimonials from clients like Virgin Experience Days and Fanatical speak to his ability to integrate into marketing teams rather than working from the outside. Sam’s content is consistently focused on what drives revenue, not just rankings.
Where to follow Sam: Twitter at @SamUnderwoodUK and his website at samunderwood.co.uk
- Jason Mun — Group Chief Search Officer at Overdose
Jason Mun has been working in ecommerce search for over a decade, and his current role as Group Chief Search Officer at Overdose, a digital agency operating across Australia and internationally, reflects the depth of experience he brings to the work.
His specialties are broad: SEO, PPC, keyword research, link building, technical audits, and web analytics. He holds a professional analytics certificate from Omniture, and his experience spans both large enterprises and smaller businesses. He has been particularly active in helping Australian ecommerce companies build and refine their organic search strategies.
For practitioners interested in the intersection of paid and organic search — how the two channels interact and reinforce each other — Jason’s perspective is worth paying attention to. He brings the kind of institutional knowledge that comes from working across many accounts over many years.
Where to follow Jason: Twitter at @jasonmun and LinkedIn at linkedin.com/in/jason-mun-8698a13
- Amanda Webster — Head of CRM and Performance Marketing Specialist
Amanda Webster brings more than 15 years of digital marketing experience to her work, with a career that has taken her through performance marketing roles at several blue-chip companies, including Nuffield Health in the UK where she served as Head of CRM.
Her expertise sits at the intersection of ecommerce SEO, search engine marketing, and customer relationship management — a combination that gives her a fuller picture of how organic traffic converts and retains customers than most SEO practitioners have. She is known for her data-driven approach, her analytical rigour, and her ability to keep SEO campaigns aligned with broader commercial goals.
Amanda stays current on industry trends and is well-respected among digital marketing professionals. Her perspective on using analytics tools to guide SEO decisions, and her experience connecting organic search to business outcomes, makes her worth following for anyone managing the commercial side of an ecommerce operation.
Where to follow Amanda: Twitter at @_amanda_webster and LinkedIn at linkedin.com/in/amanda-webster-74623152
- Peter Macinkovic — SEO Lead at Easygo
Peter Macinkovic occupies an unusual niche in ecommerce SEO: the crypto and gaming sector. As SEO Lead at Easygo, he works on brands like Stake, one of the world’s largest online casinos, and KICK, a streaming platform — two properties that operate in a highly competitive search environment where technical SEO can make or break visibility.
What makes his story particularly interesting is that he is largely self-taught. He holds Google Ads and Analytics certifications and has completed more than 120 Lynda courses to build his knowledge base, which reflects a level of commitment that tends to show in the quality of the work.
His technical skills are focused on making sites search-engine friendly at a structural level — what he calls being robot friendly — which is essential for platforms with large and complex content architectures. His interviews and posts about SEO for high-competition, regulated industries offer a perspective that most ecommerce SEOs never encounter.
Where to follow Peter: Twitter at @inkovic and LinkedIn at linkedin.com/in/inkovic
- Tony McCreath — Owner of Web Site Advantage
Tony McCreath founded Web Site Advantage in 2010 after a career as a software engineer, and that technical background shapes everything about how he approaches SEO. Based in Adelaide, Australia, he has spent more than 12 years helping ecommerce businesses of all sizes align their SEO strategies with their sales goals.
His specialties include ecommerce SEO, Google Ads, and schema markup — the last of which he is particularly well-regarded for. Schema is one of those areas where getting the details right can meaningfully improve how search engines understand and display your content, and Tony’s engineering background means he approaches it with a level of precision that most marketers cannot match.
He is known for building custom tools and approaches for his clients, a habit that goes back to his days as a software engineer. His content covers both the technical and strategic sides of ecommerce search, and he is a reliable voice for practitioners who want to understand the mechanics of why things work.
Where to follow Tony: Twitter at @TonyMcCreath and LinkedIn at linkedin.com/in/tonymccreath
What These Experts Have in Common
Ten different people. Ten different career paths. But several patterns emerge when you look at what makes each of them valuable to follow.
First, they all work with real clients and real websites. The advice they share is tested against actual results, not generated from theory. When Freddie Chatt recommends a content strategy, it is because he ran it for his own DTC brand first. When Sam Underwood talks about technical SEO, it is grounded in years of working with some of the UK’s largest retail operations.
Second, most of them share openly. They publish articles, write newsletters, post on social media, and appear on podcasts. Their knowledge is accessible, which means you do not need to hire them to learn from them — though their clients clearly benefit from the depth of engagement that direct work provides.
Third, they keep developing. Every person on this list continues to expand their skills, whether that means learning Python, adapting to AI search, or running new SEO experiments on their own properties. Ecommerce SEO is not static, and the people who stay relevant are the ones who treat it as a discipline that requires continuous learning.
Start Building Your Knowledge Base
The simplest way to benefit from this list is to follow these experts in the places where they are most active. Twitter and LinkedIn are where most of them share their day-to-day thinking — the practical observations that do not make it into long-form articles but are often just as useful.
From there, dig into their published work. Freddie Chatt’s Search to Sale newsletter, Sam Underwood’s blog, and Greg Bernhardt’s writing at importsem.com are particularly good starting points if you want structured, in-depth learning rather than quick posts.
Ecommerce SEO rewards people who put in the time to understand both the strategy and the execution. Following practitioners who do both gives you a significant advantage over businesses that are still treating search as an afterthought.
Frequently Asked Questions About Ecommerce SEO Experts
Who are the best ecommerce SEO experts to follow in 2026?
The ten experts covered in this post — Lee Foot, Keval Shah, Freddie Chatt, Greg Bernhardt, Austin Cline, Sam Underwood, Jason Mun, Amanda Webster, Peter Macinkovic, and Tony McCreath — represent a strong cross-section of current ecommerce SEO practice. Each brings a different speciality, from Python automation to DTC brand building, making the list useful for a range of learning goals.
What is ecommerce SEO and why does it matter?
Ecommerce SEO is the process of optimizing an online store so that product pages, category pages, and related content rank well in search engines like Google. Unlike paid advertising, organic search traffic continues to bring in customers without ongoing spend, which makes it one of the highest-return marketing channels for most ecommerce businesses.
How is ecommerce SEO different from regular SEO?
Ecommerce SEO deals with challenges specific to online stores: large product catalogs, duplicate content from product variants, faceted navigation, structured data for products, and the need to rank for both informational and transactional queries. The experts on this list specialize in solving those specific problems, not generic SEO challenges.
Should I follow ecommerce SEO experts on Twitter or LinkedIn?
Both platforms are useful, but for different reasons. Twitter tends to be where quicker observations and current debates appear. LinkedIn is where longer-form case studies and career updates show up. Most of the experts on this list are active on both, so following them in both places gives you the most complete picture of their thinking.
What makes a good ecommerce SEO consultant in 2026?
The best ecommerce SEO consultants in 2026 combine technical knowledge with commercial understanding. They know how to diagnose site issues, build content strategies, interpret data, and connect their work to revenue outcomes. Many of the experts on this list also work with AI search optimization alongside traditional SEO, which reflects how the discipline is evolving.
