Historically, agency ecommerce SEO has been about trying to rank well organically for the various phrases that are sought out often (high search volume) and that will convert for your client. The tradeoff is that in previous years, it used to be much easier to rank for these for these high search volume phrases that were higher in the buying process. In 2017, however, Google’s organic algorithms have advanced to relying on machine learning algorithms in order to ensure they are delivering the absolute best result. This advancement in search forces ecommerce SEOs to really strategize for their clients about all of the search opportunities where they truly can achieve the best result. If they don’t, the only result will be a lot of wasted effort and nothing to show for it.