Grocery Ecommerce · Global Shopify
Search, GEO and conversion infrastructure at world scale.
McGrocer is a UK-based grocery ecommerce business selling worldwide on Shopify. My work as Technical SEO Specialist & Growth Assistant focused on the infrastructure behind that global growth: crawl and indexation control across millions of legacy URLs, GEO acquisition for markets including the US, Europe and GCC, and connecting that traffic to conversion through behavioral CRO.
The Business Problem
Global ecommerce is a different SEO problem.
McGrocer was not targeting one country, one language, or a small catalog, it was selling groceries worldwide on a large Shopify store. That introduced a constantly changing product catalog, parameterized and variant URLs, millions of historical URLs returning 404s, international GEO pages, translated content, multiple currencies, Google Merchant Center feeds, and conversion behavior that varied by market. The risk was straightforward: growth could create technical debt faster than the site could absorb it.
Millions of Legacy URLs
Historical URLs, product variants, and parameters created crawl activity that competed with the pages that actually mattered, making it harder for search engines to efficiently discover and revisit important pages.
No Coherent GEO Architecture
The business needed to provide a relevant experience across the US, Europe, North America, and GCC, not one generic page interpreted the same way everywhere.
Translation Multiplying Duplicate Risk
GTranslate and Shopify Markets meant every new language or market multiplied the number of URLs search engines encountered, each one a potential canonical or duplicate-content conflict if left unmanaged.
The Work
Search, GEO, and conversion infrastructure.
01 · Crawl
Legacy URL & crawl management
Identified patterns across millions of historical URLs and applied the right control to each, robots.txt rules, 301 redirects, 410 responses where appropriate, canonicalization, noindex safeguards, parameter handling, and cleaner sitemaps, moving the site toward a deliberate crawl and indexation model instead of unmanaged growth.
02 · GEO
International GEO architecture
Built purpose-built organic entry points for the US, Europe, North America, and GCC, each considered for search intent, internal linking, canonical signals, currency, language structure, and Shopify Markets configuration, rather than treating every market as an extension of one generic page.
03 · Localization
Translation & market architecture
Worked through GTranslate-driven translated URLs, duplicate translated content, canonical relationships, redirect behavior, and currency mismatches, so localization expanded reach without creating an uncontrolled layer of duplicate search signals.
04 · CRO
Behavioral CRO for US & GCC audiences
Combined Search Console, GA4, and Microsoft Clarity to see discovery, post-visit behavior, and actual on-page interaction together, then worked on landing-page relevance, messaging, trust signals, and calls to action so international traffic had a clear next step, not just a landing spot.
Product Visibility & What's Next
Merchant Center scale, and readiness for agentic commerce.
McGrocer's catalog connected directly to Google Merchant Center, at points involving tens of thousands of products during synchronization. Part of the work was monitoring how Shopify catalog changes moved through to Merchant Center and downstream shopping visibility, so large catalog changes did not silently break product discovery.
The other part was forward-looking: as product discovery increasingly runs through AI and agentic systems rather than only blue-link search, the same principle applies. If products are going to be found, compared, or surfaced by an intelligent system, the underlying product data needs to be structured, clear, and trustworthy, regardless of which system is reading it.
The Outcome
The work moved McGrocer from a collection of ecommerce pages toward a more deliberate global acquisition and conversion system: millions of legacy URLs under controlled crawl and indexation, generic worldwide reach replaced with structured GEO acquisition for the US, Europe, and GCC, and traffic acquisition connected to behavioral CRO instead of treated as the finish line. The underlying question shifted from "how do we get this page to rank" to how the site could be easier to crawl, easier to understand, more relevant to each market, and more effective at turning discovery into revenue.
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What built this outcome.
Ecommerce SEO
Shopify technical SEO & crawl architecture
The crawl and indexation control, GEO architecture, and Merchant Center monitoring behind a Shopify store operating at global scale.
See the Service →Website Conversion
CRO & behavioral research
The Search Console, GA4, and Clarity-driven CRO work connecting international traffic to a clear path toward purchase.
See the Service →Questions About This Engagement