Notes from the work.
Field notes on running a Shopify Plus store ready to scale. No funnel, no SEO bait, no listicles. Roughly one piece a month — written when there's something I actually want to say.
Why your Shopify products aren't showing in Google.
The Google channel says "connected." A customer searching for your products sees nothing. The five places the Shopify–Google connection actually breaks — and why nobody on your team catches it.
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Your reviews may be invisible to Google and AI.
You collect reviews and customers see them — but no stars show in Google and AI assistants never cite them. Usually it isn't your theme. It's that your review app skips the native format Shopify, Google, and AI actually read.
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When the literal ask isn't the real product spec.
Most Shopify briefs describe a symptom, not the spec. Three patterns from real merchant work — and the reframe I run before I'll quote anything, so you don't end up paying for the wrong thing.
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The Shopify projects I refuse to take.
Most consultants will quote anything that pays. Four categories of project I won't — the misfit briefs, the un-earned scopes, the committee migrations, and the projects that compound badly.
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The cheapest performance win on Shopify is removing apps.
Most stores I audit are slow because of the apps installed on them, not the platform. What an app actually costs in page weight, and why the cleanup pays for itself in the first month.
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The migration most established Shopify brands don't actually need.
Replatforming sounds decisive. Most of the time it's an expensive way to avoid diagnosing the actual bottleneck. The decision tree I run before I'll quote one.
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Estimating fairly when you don't know what you'll find.
The honest answer to "how long will this take?" on a Shopify project is usually "I don't know yet." The diagnostic pattern I use to get to a real number without padding the quote.
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