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.
Project Overview
Nicola Harding & Co. is a London-based luxury interior design and furniture studio, offering timeless and elegant collections to a high-end clientele. Their Shopify store, with 1,000+ premium products, serves as the brand’s primary online sales channel.
Despite its luxury reputation, the online store faced severe technical SEO problems, poor Core Web Vitals performance, broken product feeds, and low organic visibility, which directly impacted traffic and conversions. The client required a comprehensive Shopify SEO transformation to improve rankings, recover lost traffic, and ensure that their luxury products were both discoverable and appealing online.
Challenges Faced
Technical SEO Issues
Crawl errors, duplicate content, missing meta data, and indexing gaps.
Poor Core Web Vitals
Slow load times, unoptimized images, and layout shifts harming UX and rankings.
Indexing & GSC Problems
Important category and product pages not indexed properly in Google Search Console.
Product Feed Disapprovals
Google Merchant Center flagged errors; Pinterest feed broken.
Weak On-Page Optimization
Non-optimized titles, descriptions, headings, and missing image alt tags.
Large Catalog Complexity
Over 1,000+ products required consistent optimization and structured management.
Our Contributions
We executed a full SEO transformation strategy for Nicola Harding & Co., which included:
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.
Technology & Tools Used
SEO & Analytics Tools
SEO Tools: Semrush, Screaming Frog, Ahrefs, Google Analytics, Google Search Console
Feed Management: Google Merchant Center, Pinterest Feed Tools
Performance Tools: PageSpeed Insights, GTmetrix
Core Skills Applied
- Technical SEO Audits & Fixes
- Shopify SEO & Store Optimization
- Core Web Vitals Optimization
- Google Merchant Center & Feed Management
- Keyword Research & On-Page Optimization
- Structured Data & Schema Markup
- Ecommerce SEO for Large Catalogs
Outcomes
+470% increase in organic traffic within 6–7 months.
+34% increase in sales revenue from organic visibility improvements.
Earned Google Top Quality Store Badge, boosting brand trust.
Successful optimization of 1,000+ luxury product pages.
Core Web Vitals fully passed, improving rankings and user experience.
Pinterest feed fixed → expanded product reach to new audiences.
Project Deliverables
Fully optimized Shopify store with improved speed and Core Web Vitals.
1,000+ product pages optimized with metadata, content, and internal links.
Fixed and validated Google Merchant Center feeds.
Pinterest feed integration restored.
Improved indexing and crawlability in GSC.
Content strategy aligned with luxury SEO positioning.
SUPPORT CENTER
FAQs About Nix
We’ve got the answers. Beautifully.
How long did it take to see results?
Initial improvements appeared within 3–4 months, with significant growth achieved in 6–7 months.
What was the biggest challenge?
Managing SEO for over 1,000+ product pages while simultaneously fixing Merchant Center.
How did technical SEO directly impact sales?
By fixing Core Web Vitals, indexing errors, and product feeds, rankings improved, traffic increased, and conversions rose by 34%.
What tools were used?
I used Semrush, Screaming Frog, Google Search Console, Google Analytics, and Merchant Center tools for audits, tracking, and optimization.
What makes this project unique?
The ability to deliver a 470% traffic increase and 34% sales growth while earning the Google Top Quality Store Badge for a luxury Shopify brand makes this a standout SEO success story.