Playbook · E-commerceE-commerceWeb DevelopmentSEO

How we rebuild and optimize a UK Shopify store for organic sales

Our approach to a faster Shopify theme, cleaner collections and category pages built to rank and convert, without losing existing rankings.

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IndustryE-commerce
MarketUnited Kingdom
ServicesE-commerce, Web Development, SEO
TimelineAbout 5 months
ReportingMonthly, plain English

About this playbook: it describes how we approach this type of project, the deliverables and the KPIs we report on. It is methodology, not a report of results for a specific client. Last reviewed .

Organic revenueTracked monthly
Conversion rateTracked monthly
Core Web VitalsTracked monthly
Category rankingsTracked monthly
01

The starting point

Growing stores often run on a slow theme, with duplicate collection and filter URLs and product pages that compete with their own categories.

02

Our strategy

  • Plan theme performance before design changes
  • Decide which collection and filter URLs should be indexed
  • Write category copy and internal links that match buyer searches
  • Map and test every redirect before launch
03

What we deliver

  • E-commerce SEO audit
  • Shopify theme rebuild or optimization
  • Redirect map and launch checklist
  • Category content and product schema
  • Image and feed clean-up
  • Monthly plain-English report
About 5 months, in four phases
Month 1Audit & design
Month 2Rebuild
Month 3Launch & redirects
Months 4-5Category SEO
04

How we measure success

  • Organic revenueRevenue and transactions from organic search (GA4 / Shopify)
  • Conversion rateConversion rate on category and product pages
  • Core Web VitalsCore Web Vitals on mobile
  • Category rankingsRankings for priority category keywords
Timeline

How the project unfolds

  1. Month 1Audit & design
  2. Month 2Rebuild
  3. Month 3Launch & redirects
  4. Months 4-5Category SEO
  • White-hat only
  • Plain-English monthly reports
  • No long lock-in
  • Reply within 24 hours
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