How We Grew a Shopify Nui Nui Daddy Store with a Complete 6-Month SEO Strategy

SEO CASE STUDY

Over six months, our SEO team transformed this Shopify store into a high-performing eCommerce website through a complete SEO strategy. We resolved technical SEO issues, strengthened website health, optimized products and collections, and implemented GEO, AEO, and AI search optimization to increase Google rankings, organic traffic, search visibility, and sales.

Invisible Website SEO Strategy Technical Fixes Content Optimization Authority Building

Higher Rankings + New Customers

Client challenge

The Store Had Products. Google Wasn't Ranking Them.

Industry

eCommerce (Shopify)

platform

Shopify

Campaign

Duration 6 Months

Primary Goal

Increase Organic Traffic & Sales

SEO Status

Poor Technical Foundation

Website health score was low due to multiple technical SEO issues.

Google faced crawlability and indexing problems across important pages.

Product and collection pages lacked proper SEO optimization.

Duplicate metadata, thin content, and missing structured data reduced ranking potential.

Internal linking and site architecture were weak, limiting authority flow.

Core Web Vitals, page speed, and mobile usability required significant improvement.

GEO, AEO, and AI search optimization had not been implemented.

Organic keyword rankings, traffic, and overall search visibility remained low despite having quality products.

Diagnostic

Identifying the Growth Opportunities

We conducted a comprehensive SEO audit to identify the factors limiting the Shopify store's organic growth. The analysis uncovered technical issues, content gaps, and search optimization opportunities that formed the foundation of our 6-month SEO strategy.

Technical SEO Audit

Low website health score

Crawl and indexing issues

Duplicate pages and canonical conflicts

Broken internal links

Core Web Vitals and page speed issues

On-Page SEO Analysis

Weak product and collection page optimization

Duplicate metadata and thin content

Missing schema markup

Poor keyword targeting

Weak internal linking structure

Growth Opportunity Assessment

GEO and AEO optimization opportunities

AI search visibility improvements

Better topical authority through content strategy

Stronger entity and semantic relevance

Improved authority flow and user experience

The playbook

Our SEO growth framework

Rather than relying on quick fixes, we executed a structured SEO strategy focused on building a strong technical foundation, improving content quality, and optimizing the website for Google, AI-powered search, and long-term organic growth.

PHASE 01

SEO Audit & Duplicate Cleanup

A full technical, competitive, and content audit to find exactly where growth was being lost – starting with the duplicate product pages splitting the site's ranking signals.

Identified and removed/consolidated all duplicate product pages

Technical analysis of speed, crawling & indexing

Full keyword and search-demand analysis

Content evaluated against real search intent

Site Crawl & Audit ➔ Duplicate URLs & Errors Flagged ➔ Consolidation Plan Executed

PHASE 02

Technical SEO & Infrastructure Optimization

Fixed critical technical barriers, crawl errors, and speed bottlenecks holding the store back from being properly indexed, ranked, and converted by search engines.

Resolved crawlability, indexing & sitemap errors

Fixed canonical conflicts, duplicate metadata & broken links

Optimized Core Web Vitals, site speed & mobile usability

Re-architected internal linking structure & authority flow

Site Health Score: 40% → 95%

PHASE 03

Keyword Strategy & Content Mapping

Comprehensive keyword research and semantic strategy across products, collections, and authority content — mapped into actionable briefs for high search intent.

High-intent keyword research for product & collection pages

Built strategic content clusters to establish topical authority

Optimized page copy for search intent and user engagement

Structured topical content calendar for continuous growth

Keyword Map → Content Clusters → Publishing Calendar

PHASE 04

Content Creation & On-Page Optimization

Strategic content execution and full on-page SEO across product and collection pages to build topical authority and drive high-converting organic traffic.

SEO-focused content strategy tailored for search intent

Fully optimized Shopify product & collection page copy

Optimized metadata, headers, images & ALT texts sitewide

Conversion-focused page structures to boost engagement

Topical Authority Published

PHASE 05

Authority & Trust Building

Implemented a targeted off-page strategy to build domain authority, strengthen brand trust signals, and maximize internal authority distribution across high-value store pages.

Improved internal authority flow across product & collection pages

Built high-quality backlinks to strengthen search trust

Enhanced brand trust signals and overall domain authority

Secured long-term SEO stability against algorithm updates

Domain Authority & Trust Increased

PHASE 06

GEO, AEO & AI Search Optimization

Optimized the store for Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) to capture visibility in modern AI Search experiences, Google AI Overviews, and answer-based discovery systems.

Optimized for Google Entity Optimization (GEO) & AEO systems

Structured schema & FAQs for AI Overviews and featured snippets

Enhanced entity signals and semantic relevance sitewide

Expanded reach across modern AI-driven search engines

AI & Answer Search → Fully Optimized

01 — SEO Audit

SEO Audit & Duplicate Cleanup

A full technical, competitive, and content audit to find exactly where growth was being lost – starting with the duplicate product pages splitting the site's ranking signals.

Identified and removed/consolidated all duplicate product pages

Technical analysis of speed, crawling & indexing

Full keyword and search-demand analysis

Content evaluated against real search intent

Site Crawl & Audit ➔ Duplicate URLs & Errors Flagged ➔ Consolidation Plan Executed

02 — Technical SEO

Technical SEO & Infrastructure Optimization

Fixed critical technical barriers, crawl errors, and speed bottlenecks holding the store back from being properly indexed, ranked, and converted by search engines.

Resolved crawlability, indexing & sitemap errors

Fixed canonical conflicts, duplicate metadata & broken links

Optimized Core Web Vitals, site speed & mobile usability

Re-architected internal linking structure & authority flow

Site Health Score: 40% → 95%

03 — Keyword Strategy

Keyword Strategy & Content Mapping

Comprehensive keyword research and semantic strategy across products, collections, and authority content — mapped into actionable briefs for high search intent.

High-intent keyword research for product & collection pages

Built strategic content clusters to establish topical authority

Optimized page copy for search intent and user engagement

Structured topical content calendar for continuous growth

Keyword Map → Content Clusters → Publishing Calendar

04 — Content Creation

Content Creation & On-Page Optimization

Strategic content execution and full on-page SEO across product and collection pages to build topical authority and drive high-converting organic traffic.

SEO-focused content strategy tailored for search intent

Fully optimized Shopify product & collection page copy

Optimized metadata, headers, images & ALT texts sitewide

Conversion-focused page structures to boost engagement

Topical Authority Published

05 — Link Building

Authority & Trust Building

Implemented a targeted off-page strategy to build domain authority, strengthen brand trust signals, and maximize internal authority distribution across high-value store pages.

Improved internal authority flow across product & collection pages

Built high-quality backlinks to strengthen search trust

Enhanced brand trust signals and overall domain authority

Secured long-term SEO stability against algorithm updates

Domain Authority & Trust Increased

06 — Geo & Reporting

GEO, AEO & AI Search Optimization

Optimized for Google Entity Optimization (GEO) & AEO systems

Structured schema & FAQs for AI Overviews and featured snippets

Enhanced entity signals and semantic relevance sitewide

Expanded reach across modern AI-driven search engines

AI & Answer Search → Fully Optimized

Measurable results

The business results behind the rankings

Total Click

2.57K

last 6 months

Total Impressions

125K

last 6 months

Average CTR

2.1%

last 6 months

Average Position

last 6 months

Avg. Position

10.1

last 28 days

Transformation

Before vs. after

❌ Before SEO

440 errors across the site

2,269 warnings flagged in the audit

903 of 1,000 crawled pages had issues

378 hreflang conflicts in page source code

361 pages with overly long title elements

AI Search Health sitting at only 74%

✅ After SEO

0 errors remaining on the site

0 warnings — fully cleaned up

Only 1 minor notice left to monitor

Excellent, search-engine-ready health score

Clean crawl and indexing across the store

Strong technical foundation for long-term stability

How it runs

A real SEO operating system

Not a one-off project. A connected, always-on system that turns website data into continuous growth.

Website Data

SEO Audit

Keyword & Content Strategy

Implementation

Tracking

Continuous Growth

Industries

SEO FOR EVERY AUSTRALIAN INDUSTRY

We bring deep industry knowledge to every search strategy — because context matters in SEO.

e-Commerce

Real Estate

Healthcare

Finance

SaaS

B2B / Export

Local Businesses

Education

Technology stack

SEO tools & technology

Google Search Console

Google Analytics 4

Ahrefs

Semrush

Screaming Frog

PageSpeed Insights

Looker Studio

Moz / AI SEO Tools

Full transparency

SEO reporting system

Every client gets a live monthly growth report — no black boxes, no vague updates.

Monthly Growth Report

Average Position

10.1

Total Impressions

49.5K

Organic Traffic

513 clicks

Average CTR

site Health

98%

Topical Content

FULLY OPTIMIZED

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Invisible Website SEO Strategy Technical Fixes Content Optimization Authority Building

Higher Rankings + New Customers

Our SEO growth framework

PHASE 01

PHASE 02

PHASE 03

PHASE 04

PHASE 05

PHASE 06

01 — SEO Audit

02 — Technical SEO

03 — Keyword Strategy

04 — Content Creation

05 — Link Building

06 — Geo & Reporting

The business results behind the rankings

Before vs. after

A real SEO operating system

Website Data

SEO Audit

Keyword & Content Strategy

Implementation

Tracking

Continuous Growth

SEO FOR EVERY AUSTRALIAN INDUSTRY

SEO tools & technology

SEO reporting system

Monthly Growth Report

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