Learn the biggest SEO opportunity for ecommerce stores in 2026

Whilst others are chasing the 0.2% from AI Search by spamming Reddit or self-promotional listicles. Get ahead of your competition by optimising for organic shopping – not only getting ahead in organic shopping in Google, but also being prepared for agentic commerce.

Trusted by SEOs from:

Make organic shopping the biggest lever for growth

This mini-course is a module within the Ecommerce SEO Bootcamp.

With the help of Callum Lockwood, the Master Organic Shopping course teaches you the highest leverage SEO tactic for most established ecommerce stores in 2026.

No longer is the feed just left to the paid media team to manage and you pick up what you can from organic shopping. Take back control and drive significant growth for your store or your clients stores.

You will not find a more detailed teaching of Organic Shopping.

Your host

Hey, I’m Freddie — course leader, ecommerce founder and SEO consultant

I’m the founder and operator of Village Cricket Co. an ecommerce brand selling cricket gear in the UK where I put my experience growing multi-million pound ecommerce SEO strategies to the test.

After dropping out of university, I was thrust into the world of SEO as a digital marketing assistant back in 2012.

And it took off!

In that first year, we achieved triple-digit growth. After five years, it was an 8-figure channel for the brand.

Over the years, I’ve worked on all kinds of SEO projects. Domain migrations, internationalisation, content-led campaigns, community link building and everything in between.

Since 2019, I’ve been a full-time SEO consultant helping hundreds of store owners grow with SEO. It’s fair to say, I’ve built a deep understanding of what does (and doesn’t) work in SEO for online stores.

This course brings together everything I’ve learned from working with hundreds of ecommerce brands and my personal experience scaling my own store.

Now, you get to take my repeatable system for building easy, high-converting ecommerce SEO strategies that drive visibility, rankings and revenue.

What's inside?

Six actionable lessons, detailed checklist and optimisation datasheet

You’re about to get EVERYTHING you need to scale an ecommerce brand with organic shopping in this self-paced online course.

Lesson 1: What Google organic product grids are and why they matter

Learn what organic product grids are, where they show up, and why they’re one of the highest-conversion opportunities in ecommerce SEO right now
Understand how product grids overlap with category-level queries your competitors are already targeting
See the key data sources you can influence to take control of your product grid visibility

Lesson 2: The optimisation framework for organic product grids

Follow a repeatable three-stage framework (data collection, eligibility, optimisation) that underpins every lesson in the course
Discover why eligibility is the biggest blocker most stores never identify, let alone fix
Get a clear structure you can apply to any product catalogue, regardless of size or platform

Lesson 3: Initial setup and data collection

Build a complete, usable dataset from your PDPs and product feed before touching any optimisation
See exactly how to pull and centralise product data using Screaming Frog and CMS exports (with live examples)
Walk away with a ready-made optimisation datasheet, so you’re never guessing what to work on next

Lesson 4: Eligibility and setup checklist

Work through the full eligibility checklist covering Google Merchant Center and Google Search Console
Identify the account-level, feed-level, and structured data issues that are silently blocking your products from appearing
Learn how to unlock visibility before any optimisation by fixing the problems most SEOs overlook

Lesson 5: Product schema for organic product grids

Understand the mandatory schema requirements that determine whether your products are even eligible to show
Learn to validate your implementation using Google’s Rich Results Test and spot what’s missing
Get clarity on how to structure schema for products with variants and populate it correctly from your CMS

Lesson 6: Product optimisation, checklist and measurement

Optimise product titles, attributes, and descriptions across data sources using the course spreadsheets and checklists
Learn how to prioritise optimisation at scale so you focus on the products that will move the needle first
Set up simple, effective reporting in GSC and GA4 without over-engineering your measurement

Your instructor

Meet Callum, Director of Organic Search at Re:signal

Callum Lockwood is Director of Organic Search at Re:signal, one of the UK’s most respected SEO agencies.

With years of experience driving organic growth for some of the biggest ecommerce brands in the country, Callum has developed a specialism that most SEOs overlook entirely: Google Organic Shopping.

He’s seen first-hand how brands leave serious revenue on the table by treating Shopping as an afterthought.

And he’s spent years building the strategies that fix it.

In this course, Callum breaks down exactly how to get your products appearing in Google’s organic Shopping results – no ad spend required.

Just the practical, no-fluff system he’s used with real clients to drive more visibility and more sales.

Here's what students love about the course

Who's it for?

The course is trusted by in-house and agency SEOs working on big name and fast growing ecommerce brands

Master Organic Shopping is for people who are already doing ecommerce SEO (or trying to) and want to get better results, faster.

Whether you’re in-house, freelance or agency-side, if you’re serious about making SEO a reliable growth channel, you’re in the right place.

This course is perfect for…

In-house or agency SEOs working on ecommerce stores
Founders/marketers who want to drive repeatable SEO growth
People comfortable with the basics (GSC, crawling, keyword research) who want to level up
Stores with real belief SEO can scale the profitability of their brand

This course is NOT for…

Local-only lead-gen businesses or pure information/affiliate sites
Teams looking for a done-for-you service or “set-and-forget” SEO
Anyone unwilling to test and iterate
Those expecting results without content, links, or site changes
If you think SEO is dead. What's the point, right?

"I usually don’t endorse people, but Freddie is legit."

Brian Dean

Founder of Backlinko

Turn organic product grids from a mystery into a system you can actually scale

£ 97

Full access to the Master Organic Shopping course
Actionable 60 minutes of lessons
Lifetime course updates

£ 147

Everything in standard course PLUS...
Monthly SEO Review Looker Studio Dashboard
Exclusive SEO Experimentation Workshop

Upgrade to PRO

Add an extra £500 of value from Organic Shopping PRO

On top of all of the training, lifetime updates, templates, trackers, SOPs and more. In Bootcamp PRO, you also receive:

SEO Monthly Reporting Looker Studio Dashboard

Get the exact dashboard I use with clients to showcase their SEO performance
Top-level metrics and deeper metrics in specific areas of SEO.
Highlights organic search, organic shopping and AI search performance.

SEO Testing Workshop

An exclusive workshop on how to capitalise on SEO testing
Discover the full process from ideation, implementation and reviewing the results of the tests
Get real experiment ideas you can start running straight away

Highly respected by peers

100% risk-free money back guarantee

Try it. Apply it. If it’s not for you, get your money back

I built this course to help ecommerce brands grow. So I want you to take it and get value from all the lessons, resources and examples inside.

If you’re not happy with the course for any reason, just let me know within 14 days and I’ll give you a full refund. No questions asked.

Learn the exact tactics driving 7-figure ecommerce SEO campaigns

Ecommerce SEO Bootcamp gives you the same strategies and systems I’ve used to help ecommerce brands grow. But I can’t promise you’ll see the same results. Why? Because results depend on a lot of things: your site, your effort, your product, your team, your commitment. There are no silver bullets in SEO (we all know that). But if you take the lessons seriously, apply what you learn and stick with it, you might see some great results — just like other students have. But I cannot guarantee any results, success, or revenue, nor can I be responsible for any drops in ranking, traffic or revenue. With all that said, I hope you find this course as valuable as other students have.