About the project
EcoBeaut is a Shopify e-commerce store that required a comprehensive technical SEO and performance review. The project focused on improving crawlability and indexation, removing technical issues that could affect rankings, and making the storefront faster and more stable across both mobile and desktop without sacrificing existing store functionality.
A separate part of the work involved improving how the website's content and entities were structured for search engines and machine-readable systems. This included structured data and technical improvements designed to support richer search presentation and better interpretation of product, collection and editorial content.
Technical SEO and indexation
I carried out a full technical audit of the Shopify store and reviewed the main areas affecting indexation and search visibility. This included canonical URLs, robots directives, sitemap behaviour, redirect logic, duplicate content and the internal structure of key pages.
Technical issues were cleaned up while preserving Shopify's existing functionality and integrations. I also reviewed and corrected metadata patterns so product, collection and other important pages had a more consistent and search-friendly structure.
Performance and Core Web Vitals
A significant part of the project focused on site speed and user experience, particularly on mobile devices. I analyzed loading behaviour, JavaScript and third-party scripts, image delivery and other frontend factors that were affecting PageSpeed and interaction performance.
The optimization work improved the stability and loading speed of key pages across mobile and desktop. Core Web Vitals and PageSpeed indicators moved into healthier ranges, while the storefront retained the integrations and functionality required by the client.
Structured data and AEO
I also worked on the store's structured data setup for products, collections and blog content. The goal was to give search engines and AI-driven discovery systems clearer machine-readable information about the website's products and content, while improving eligibility for enhanced search features where supported.
This part of the project complemented the traditional technical SEO work rather than replacing it. The focus was on creating a cleaner information structure that could be interpreted consistently across search and emerging answer-based interfaces.
Search performance
Following the technical and performance improvements, the store showed positive movement in organic search. Average position, click-through rate and organic clicks increased, alongside the improvements made to speed, indexation and technical stability.
The project was completed without stripping away important Shopify features or client integrations. The result was a faster, cleaner and more technically reliable store with a stronger foundation for continued organic growth.
