Nicola Harding & Co. – Luxury Interior Design & Furniture (Shopify SEO Case Study)
Nicola Harding SEO Case Study | Shopify Technical SEO Success
See how I boosted Nicola Harding’s Shopify store by 470% in traffic & 34% in sales with technical SEO, Core Web Vitals fixes & Merchant Center optimization.
About the Project
Nicola Harding & Co. is a London-based luxury interior design and furniture studio. Known for its timeless style and unique pieces, the brand serves a high-end clientele with over 1,000+ products listed on its Shopify store.
As a business focused on luxury, aesthetics, and functionality, Nicola Harding & Co. needed a smooth, high-performing online store that not only showcased their products beautifully but also attracted consistent organic traffic and generated sales.
Project Overview
When Nicola Harding & Co. approached me, their Shopify store was struggling with:
- Multiple technical SEO issues
- Poor Core Web Vitals performance
- Indexing problems in Google Search Console
- Broken product feeds in Google Merchant Center and Pinterest
- Weak on-page optimization (titles, descriptions, images)
- Low organic visibility and declining conversions
The client needed a full technical SEO transformation to ensure their online store performed at the highest standards of both Google and their luxury audience.
Challenges We Had
- Technical SEO Issues: The website had crawl errors, missing meta tags, duplicate issues, and indexing problems.
- Poor Core Web Vitals: Slow loading speed, unoptimized images, and layout shifts negatively impacted both rankings and user experience.
- Google Search Console Errors: Many important category and product pages were not being indexed.
- Product Feed Issues: Google Merchant Center flagged feed disapprovals, blocking products from appearing in Google Shopping. Pinterest feed integration was also broken.
- Content Optimization: Titles, descriptions, and alt text were not SEO-friendly, resulting in lost keyword opportunities.
- Large Product Catalog: With over 1,000+ products, ensuring consistent optimization and smooth operation was a major challenge.
Our Approach
To solve these issues, I followed a comprehensive SEO strategy
Technical SEO Audit & Fixes
- Conducted a deep crawl audit using Screaming Frog and Semrush.
- Fixed indexing errors, duplicate content, and broken links.
- Improved website structure and internal linking for better crawlability.
Core Web Vitals & Performance Optimization
- Optimized images (compressed without quality loss).
- Improved server response time and enabled lazy loading.
- Fixed CLS (Cumulative Layout Shift) and LCP (Largest Contentful Paint) issues.
- Ensured the site passed Google’s Page Experience signals.
Google Search Console (GSC) Fixes
- Resolved all indexing issues for key product and category pages.
- Submitted updated XML sitemaps for faster crawling.
- Fixed mobile usability errors and structured data warnings.
On-Page SEO Optimization
- Optimized titles, meta descriptions, and headings for 1,000+ product pages.
- Improved product descriptions with keyword-rich yet natural content.
- Added missing alt tags for all images.
- Strengthened internal linking to boost authority distribution.
Merchant Center & Pinterest Feed Optimization (nill)
- Fixed Google Merchant Center feed disapprovals and optimized product data.
- Resolved Pinterest feed issues to ensure product pins synced correctly.
- Optimized shopping feeds for maximum reach and visibility.
- Achieved the Top Quality Store Badge from Google — a major trust factor that improves visibility and conversions.
Content Optimization & Growth Strategy
- Refined existing content for keyword targeting.
- Developed new SEO-friendly descriptions for collections and products.
- Focused on creating a strong balance between luxury brand messaging and search optimization.
Achievements & Results
After 6–7 months of continuous SEO efforts, the results were outstanding:
- +470% increase in organic traffic
- +34% increase in sales revenue
- Google Merchant Center Top Quality Store Badge earned
- 1,000+ product pages fully optimized for SEO & conversions
- Core Web Vitals passed for key pages → improved rankings & UX
- Pinterest feed fixed, allowing products to reach new audiences
- Overall website performance, indexing, and crawlability fully optimized
This transformation not only improved their online visibility but also strengthened the client’s position as a leading luxury interior design brand online.
Skills & Expertise Used
- Technical SEO (Audits & Fixes)
- On-Page SEO (Meta, Content, Internal Linking)
- Google Search Console Optimization
- Core Web Vitals & Page Speed Optimization
- Google Merchant Center & Pinterest Feed Management
- Shopify SEO & Development
- Keyword Research & Content Optimization
- Schema Markup & Structured Data Fixes
Why This Project Stands Out
This project highlights how technical SEO, when done right, directly drives sales growth. Nicola Harding & Co. not only achieved higher rankings but also experienced significant revenue growth, thanks to a data-driven, hands-on SEO strategy.
It also demonstrates my ability to handle large-scale ecommerce SEO projects (1,000+ products) while balancing technical fixes, content optimization, and feed management — all leading to measurable success.
SUPPORT CENTER
FAQs – Nicola Harding & Co. SEO Project
We’ve got the answers. Beautifully.
How long did it take to see results for this project?
It took around 3–4 months to start seeing significant growth, with even stronger results after 6–7 months.
What was the biggest challenge in this project?
Managing and optimizing over 1,000+ product pages while fixing feed issues in both Google Merchant Center and Pinterest was the most challenging part.
How did technical SEO impact sales?
By fixing Core Web Vitals, GSC issues, and product feeds, the site ranked higher, attracted more traffic, and improved user experience — directly increasing conversions.
What tools were used in this project?
I used Semrush, Screaming Frog, Google Search Console, Google Analytics, and Merchant Center tools to audit, monitor, and optimize the website.
What makes this project unique compared to others?
Earning the Google Top Quality Store Badge for a luxury Shopify store while delivering a 470% traffic increase and 34% sales growth makes this project a benchmark case study.