Dataman - Shopify SEO Support

After migrating to Shopify and establishing a stable eCommerce foundation, Dataman wanted to focus on improving visibility, technical health and search performance. While their site performed well functionally, several SEO-related challenges were limiting their organic potential — including duplicate content, crawl inefficiencies and more structured data.

The goal was to create a clear roadmap for technical SEO improvements that could be phased within their Shopify support plan, with measurable and realistic results. This roadmap would prioritise the most impactful fixes first, balancing technical recommendations with ongoing development tasks, and ensuring that progress could be clearly tracked.

Establishing a phased audit process

We began with a full technical audit to benchmark Dataman’s site health and identify high-priority issues impacting organic performance. Using insights from technical SEO tools like Semrush and Screaming Frog, we created a roadmap of fixes and improvements to be rolled out in structured monthly sprints. Each phase focused on addressing the most critical technical blockers first — ensuring early wins while building a foundation for long-term optimisation.

Tackling key technical barriers

Our early audits uncovered several issues affecting visibility, including duplicate content, broken internal and external links, and incomplete structured data. We prioritised resolving these issues to improve crawl efficiency, indexation and site clarity for search engines. Fixing these problems not only improved discoverability, but also created a more consistent user experience.

Data-driven recommendations

Each audit phase combined crawl data, performance metrics and manual inspection to uncover actionable insights. We provided detailed recommendations backed by clear evidence, allowing our development and marketing teams to see the measurable value behind every change. This approach helped focus resources on the areas most likely to have a visible SEO impact.

Building continuous SEO improvements

What began as SEO consultancy evolved into a monthly technical SEO audit series, forming a key part of Dataman’s ongoing Shopify support plan for enhancing performance. This ongoing process allows us to analyse, refine and expand the site’s SEO performance month by month — identifying new opportunities as they emerge.

Our collaboration with Dataman continues through monthly technical SEO audits and strategic review cycles. Each SEO audit phase builds on the previous one, focusing on deeper analysis and refinement to ensure consistent performance improvements.

Alongside the technical SEO sprints, Dataman is also subscribed to our monthly technical SEO reporting plan. These reports provide a clear overview of persisting or newly introduced issues — from broken links and schema changes to indexation or crawl anomalies — helping them to have visibility of emerging challenges, especially as Google releases new algorithm updates.

Dataman achieved significant visibility and engagement growth, including a 243% rise in keyword clicks, 226% more organic users, and a 170% increase in active Merchant listings — proving the impact of sustained technical SEO and optimisation.

As we move through future technical SEO audit phases, our focus will continue to evolve — from resolving technical blockers to exploring new opportunities for structured data, site speed and international optimisation. This ongoing cycle of analysis, implementation and review keeps Dataman’s Shopify store technically robust, adaptable to algorithm changes.