Insights, guides, and strategies for Shopify store owners and brands looking to grow online.
“Fractional CTO” sounds like consultant-speak, so let me define it plainly, then tell you the actual signs that an ecommerce brand needs one. I spent over a decade at Shopify building the tools merchants run on, and I now do this work for ecommerce brands, so this is the version from inside the role rather than from a pitch deck.
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Last week an Ahrefs Site Audit on a client’s Shopify store ran clean. This week the same crawl came back nearly empty, every page returning a block instead of HTML. Nothing in the theme had changed. Nothing in the robots.txt had changed. The crawler had simply stopped getting through.
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A lot of Shopify SEO is sold like a secret. Agencies hint at proprietary methods, a special sauce, a list of tactics you’ll never see. After 14+ years building on Shopify, I can tell you the truth is far less exciting: most of what moves rankings is a short list of technical essentials, and none of them are secret.
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This is a case study on the first phase of work we did with Swiss Water Decaffeinated Coffee Inc. The work touches the parts of Shopify that off-the-shelf apps cannot reach, and it’s the kind of project we take on as a Shopify app development agency when a merchant’s operations have outgrown their platform.
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