SEO & eCommerce
Technical Expertise
Practical experience across Technical SEO, eCommerce SEO, Shopify, WooCommerce, website architecture, structured data, analytics, product catalogues and SEO-focused website development.
A combination of SEO strategy and practical website knowledge
My experience combines search engine optimisation with hands-on eCommerce website management and development. I work across the SEO, technical, content and catalogue areas that directly affect how an online store is crawled, understood and presented in search.
What I work on
My core skills cover the complete SEO workflow, from technical website architecture through to product optimisation, content, analytics and eCommerce performance.
Technical SEO
- Technical SEO audits
- Crawlability optimisation
- Indexing management
- Crawl error investigation
- Duplicate content issues
- Site architecture
- URL structure
- Canonicalisation
- XML sitemap management
- Robots.txt considerations
eCommerce SEO
- Product page SEO
- Collection page SEO
- Category optimisation
- Brand collections
- Commercial keywords
- Long-tail keywords
- Product taxonomy
- Filter navigation
- Product discovery
- Search intent optimisation
Shopify
- Shopify SEO
- Shopify theme optimisation
- Liquid development
- Metafields
- Dynamic content
- Product templates
- Collection templates
- Breadcrumbs
- Dynamic schema
- Custom SEO functionality
WooCommerce & WordPress
- WooCommerce SEO
- Product optimisation
- Category optimisation
- Bulk product management
- WordPress optimisation
- Structured data
- Product feeds
- Catalogue management
- Technical SEO
- Store optimisation
Website Architecture
- Collection hierarchy
- Parent collections
- Subcollections
- Internal linking
- Breadcrumb navigation
- Product relationships
- Brand relationships
- Content architecture
- Crawl paths
- Navigation structure
Structured Data
- Product Schema
- BreadcrumbList Schema
- FAQ Schema
- Article Schema
- ItemList Schema
- Dynamic schema
- Liquid-based schema
- Metafield-driven schema
- Schema troubleshooting
- Validation fixes
SEO-focused Shopify development
My Shopify experience combines SEO requirements with practical theme and Liquid development. This allows technical SEO changes to be implemented directly within the store rather than relying only on third-party applications.
View Shopify Developer Portfolio →From crawlability to search visibility
Audit
Identify technical, indexing, crawl and structural issues.
Structure
Improve categories, collections, navigation and internal linking.
Implement
Apply SEO improvements through Shopify, Liquid, WordPress or WooCommerce.
Validate
Check indexing, crawlability, schema and search engine signals.
Measure
Monitor rankings, clicks, impressions, traffic and eCommerce performance.
Product, collection & category expertise
Product SEO
- Product title optimisation
- Product description optimisation
- Product metadata
- Product internal linking
- Brand-to-product linking
- Product-to-collection linking
- Product breadcrumbs
- Product structured data
- Product taxonomy
- Large-scale product optimisation
Collection SEO
- Collection architecture
- Parent and child collections
- Brand collections
- Size-based collections
- Product-type collections
- Collection content
- Collection internal linking
- Collection breadcrumbs
- Collection ItemList schema
- Commercial search optimisation
Keyword research & content strategy
Analytics, tracking & SEO reporting
Google Search Console
Indexing, crawl reports, search queries, clicks, impressions, CTR and average position analysis.
Google Analytics 4
Organic traffic, landing pages, events, ecommerce tracking and conversion analysis.
Google Tag Manager
Event tracking, ecommerce tracking, tags, triggers and data layer implementation.
Looker Studio
SEO reporting, traffic analysis and performance dashboards using connected data sources.
Product feeds & Shopping visibility
Hands-on experience configuring and optimising product feeds across Shopify and WooCommerce stores, including product data, identifiers, pricing and feed troubleshooting.
Large-scale product data & catalogue management
Experience working with large eCommerce product catalogues and bulk product data across Shopify and WooCommerce.
- Bulk product uploads
- Bulk product updates
- CSV product management
- Product data processing
- Product attribute management
- Product taxonomy
- Category assignment
- Excel data processing
- Catalogue optimisation
- Large-scale catalogue handling
WooCommerce → Shopify migration
Experience managing WooCommerce to Shopify migration projects while considering SEO structure, redirects, product data and post-migration indexing.
Planning
Review existing website structure and migration requirements.
Product Data
Transfer and manage product catalogue information.
URL Structure
Plan redirects and preserve important SEO URLs.
SEO Checks
Review crawlability, indexing and search visibility after migration.
Making SEO work together with eCommerce UX
Navigation
Improve product and collection discovery through logical navigation and internal linking.
Product Experience
Improve product information, breadcrumbs, trust elements and supporting information.
Conversion Support
Implement supporting elements such as payment messaging, shipping messaging and trust signals.
Technology I work with
Professional experience
SEO Team Leader
BMCoder / Digishine
- SEO strategy for company-owned eCommerce stores
- New Zealand market-focused SEO
- Ranking and crawlability improvements
- Site structure optimisation
- Product catalogue optimisation
- Shopify and WooCommerce optimisation
- Indexing and crawl error resolution
- Duplicate content troubleshooting
Senior SEO Analyst
BCG Attorney Search
- SEO management for large-scale US job portals
- Technical SEO
- Crawl optimisation
- Indexing
- Schema implementation
- Off-page SEO
- Competitor backlink strategies
SEO Analyst
BCG Attorney Search
- Keyword research
- Content optimisation
- SEO reporting
- Meta tag optimisation
- Link building
Process Associate
Juriscape Legal Research
- Web research
- Data analysis