About the Project

SEO Audit

While Shopify is a robust platform for SEO, it has some unique issues that can hinder overall performance. To address these, I conducted a thorough SEO audit to identify and resolve basic issues.

This included:

• Fixing the product URL structure and addressing canonical tag issues, allowing Google to crawl indexable product pages more efficiently.

• Improving the breadcrumb implementation using Matrifix to significantly enhance internal linking.

Keyword Research

To ensure optimal performance, I focused on segmenting collection pages and fully optimising product pages to drive revenue.

• Keyword data was collected from Google Ads, Google Search Console, and competitor insights.

• Using Keyword Insights, I clustered the data into a comprehensive Total Addressable Market document.

• This process allowed me to map keywords to existing pages or identify new pages that needed development, helping capture more market share and uncovering new content opportunities.

• Pages were prioritised based on high search volume and profit margin, ensuring quicker performance improvements.

Content Strategy

Once the keyword research was clustered, I created a comprehensive content roadmap. This outlined updates for existing content and new content recommendations for collection pages and articles.

Additionally, I collaborated with UX and design teams to:

• Add FAQs to collection pages.

• Expand the information available on product pages to improve user experience and SEO.

Enhancements

With the content strategy in place, I focused on internal linking improvements:

• Utilised Matrifix to add new internal links across collection pages.

• Enhanced breadcrumb depth by incorporating sub-collections into product breadcrumb structures.

• Integrated internal links through specification table linking opportunities on core product pages.

Link Building

After addressing the primary content and technical issues identified in the audit, I implemented a range of link development strategies, including:

• Data-driven digital PR campaigns.

• Competitor link analysis and replication.

• Outreach to relevant associations for link opportunities.