The Challenge
Home and Soul sells furniture, lighting, rugs and decor in Dubai through a Shopify store. When we started in June 2025, Google Search Console showed plenty of visibility and very little return on it. The average position was 34.5, which is the fourth page of results. Only 0.7% of the people who saw the store in search clicked through, and a four-week window brought 1,165 organic clicks.
The first audit explained why. Pages were missing a main heading or shared one with other pages. Titles were too long or too short, descriptions were duplicated, and images had no alt text. Some product pages carried a title written for a whole category instead of the product's own name. Internal links still pointed to addresses from the old site structure and passed through redirects.
The index held the same history. Old product and category addresses that no longer existed were still in Google's index and returned an error to anyone who found them.
The Strategy
- Technical audit - audited the whole store in June 2025, covering titles, descriptions, headings, alt text, redirects and image weight, then fixed the SEO items on the list
- Index clean-up - reviewed dead addresses left from the old site structure every month, removed them from Google Search Console and corrected internal links that still went through redirects
- Titles and descriptions, page by page - rewrote the search titles and descriptions of 323 product and collection pages so that each one names what is on the page, then sent the pages for re-indexing
- A monthly content plan - grouped keywords by product type, wrote briefs for copywriters and published 202 guides on the store blog, each with its own title, description and image alt text, with copies on Medium and Blogspot
- Product pages without sales - reviewed 554 products that were not selling and started rewriting their descriptions around size, material and where the piece fits, with 114 rewrites live so far
- Links and store advice - placed guest articles on UAE and interiors sites that link to collection pages such as lighting, coffee tables and vases, and gave the client a list of store changes, including reviews, star ratings and delivery details on product pages
The Results
Why this matters
A catalogue store rarely has one big SEO problem. It has hundreds of small ones, repeated on every product: a title that names the category, a description shared with ten other pages, an old address that still sits in the index. None of them looks urgent alone. Together they keep a store on the fourth page. That is why Shopify SEO for a store like this is mostly patient, page-level work, done every month and checked against Search Console.
In a large catalogue, growth comes from fixing the same small thing on every page, not from one big change.
The order of the work matters too. We cleaned the index and fixed the snippets first, so that new content landed on a site Google could read. Only then did the monthly guides and guest articles start to add up. For Home and Soul the result came as better positions and a higher share of clicks, not as one sudden jump. A store owner planning SEO should expect the same shape: several months of groundwork, then steady gains that hold.
