Most sites lose organic traffic to problems that never show up in a content audit. Duplicate collection pages. Orphaned product URLs. A crawl budget wasted on filtered variants or plugin-injected routes nobody searches for. This is where technical SEO actually earns its keep, not writing more blog posts, but fixing what's stopping Google from crediting the pages you already have.
I work across the platforms most businesses actually build on: Shopify for ecommerce, WordPress for content and service-based sites, and custom stacks (Nuxt, Laravel, Express) for teams that need something built from scratch. 8 years handling the backend side of SEO: crawl behavior, indexing, schema, and site speed, regardless of what the site is built on.
Duplicate Content from URL Parameters
Shopify and WordPress both generate multiple URLs for the same content through filters or categories. Without correct canonical tags, your ranking signal gets split across pages.
Crawl Budget and Bloat
Every app or plugin adds crawl weight, often pulling Googlebot toward pages that don't matter. The pages that should rank end up under-crawled.
Collection and Archive Page SEO
Collection and archive pages usually carry the highest intent, and are the most neglected. Thin descriptions and poor pagination waste that ranking potential.
404s and Redirect Chains
Platform migrations or plugin swaps leave behind broken links and redirect chains. Each hop leaks link equity and slows crawling.
Structured Data and Schema
Correct schema is what earns rich results in search. Most themes and plugins ship with incomplete or broken schema without anyone noticing.
Platform Notes
Shopify
Clean core infrastructure (fast hosting, HTTPS, mobile-friendly themes), but canonical handling, crawl efficiency, and schema depth are largely left up to whoever builds the store.
WordPress
Full control comes with full responsibility. Plugin conflicts, multiple SEO plugins, page builders, and caching layers overlapping are some of the most common technical SEO problems I fix.
Custom-built (Nuxt, Laravel, Express)
No platform defaults to fall back on, which means nothing gets handled automatically. Every canonical tag, sitemap entry, and schema block has to be built in deliberately, but nothing is fighting a plugin for control.
How I Work
Data-Driven Diagnosis
Every project starts with a crawl using Screaming Frog and a review of actual Google Search Console data, not assumptions.
Actionable Fixes
I diagnose issues by what's actually blocking indexation or rankings for your site, not a generic checklist.
