Freelance SEO Optimization – Shopify Skincare Store (40 hours)

Duration: 40 hours

Platform: Shopify

Role: Freelance SEO Specialist & UI/UX Optimizer

Client Type: Skincare Online Shop

Problem

The client’s Shopify store, while visually appealing, was not performing well in search rankings or converting visitors effectively.

Issues included:

• Poor keyword targeting

• Low organic CTR

• Weak mobile user experience

• Lack of SEO-supporting content on key pages

• Technical bugs impacting performance and indexability

  
  

The client needed both an SEO and UX refresh to improve traffic, visibility, and conversion—all without access to a dedicated development team.

Challenges

• No Developer Support: All fixes and improvements had to be done by me, directly through Shopify’s admin interface and theme settings, with no custom code assistance.

• Poor Mobile UX: Mobile layout and navigation were causing user drop-offs, especially on product and collection pages.

• Thin Content: Key pages (homepage, collections, product pages) lacked informative, keyword-rich content, which was limiting organic traffic and affecting trust.

• Unoptimized Metadata: Meta titles and descriptions were either missing or generic, hurting both ranking potential and click-through rates.

Scope of Work

• On-Page SEO Optimization

  • Conducted manual keyword research to identify high-value, product-specific and long-tail terms

  • Optimized meta titles and descriptions for key product and collection pages

  • Improved H1-H3 structure, keyword placement, and content clarity across the site

  • Submitted and indexed updated pages via Google Search Console

• UI/UX Improvements

  • Enhanced mobile responsiveness and optimized layout for better readability and navigation

  • Improved visual hierarchy and call-to-action placements to boost conversions

  • Streamlined navigation menus and product filters for ease of use

• Strategic Content Enhancements

  • Added SEO-friendly content blocks on:

    • Homepage: brand value proposition + keyword-rich intro

    • Collection pages: short intros for category relevance

    • Product pages: expanded descriptions, usage tips, and trust signals (e.g., ingredients, certifications, benefits)

• Technical SEO

  • Resolved crawl errors and checked proper indexing

  • Implemented lazy loading for images and removed unused apps that slowed performance

  • Improved internal linking between products and categories

Tools Used

• Shopify admin

• Google Search Console

• PageSpeed Insights

• Manual keyword research (Google SERPs, competitor pages)

• Browser DevTools (for debugging layout/UX issues)

Outcome

• Improved Indexability & Search Visibility: Key product and collection pages were successfully indexed and began ranking for new long-tail and product-specific keywords

• Increased Organic CTR: Optimized meta titles and descriptions led to more compelling search snippets, improving click-through rates from organic results

• Enhanced Mobile UX & Conversions: Mobile bounce rate decreased, and the improved page layout helped create a more conversion-friendly shopping experience

• Stronger SEO Foundation: Site structure, keyword use, and internal linking set the stage for future growth and easier scaling of content

SEO Results