SEO Command Center

A jewellery brand selling through Shopify needed to treat SEO as a revenue channel, not a monthly report. Its team had no single place to see what organic search earned, what was broken on the site, or what to fix next. I designed and built the SEO Command Center to be that place.

• Organic revenue was invisible: the checkout provider strips the visit source from orders
• Thousands of product and collection pages, with no way to know which were indexed, broken or cannibalising each other
• SEO tasks lived in chats and spreadsheets, with no approvals or audit trail
• Competitors were winning keywords and nobody could see which

• A Command Center with organic revenue (GA4 transactions matched to Shopify orders), clicks, impressions, CTR, conversions and indexing, all against the previous period
• Performance, keyword and rank tracking from Search Console, including lost and new keywords and monthly history
• An Opportunities engine that ranks quick wins: striking-distance keywords, low-CTR pages, lost rankings, content gaps and cannibalisation, each with an estimated click upside
• A nightly crawler and URL Inspection checks behind Technical SEO, Products & Collections, Content & AEO, Authority & Backlinks and Local Stores
• Competitor tracking: SERP positions, organic traffic estimates and sitemap monitoring for the brand's real competitors
• A Work Queue, Reports and CSV exports for the team

• An SEO agent that drafts product SEO changes but cannot publish them alone: every write needs a versioned approval, high-impact changes need a typed confirmation, and no one can approve their own request
• A global write kill switch, 7 user roles and an append-only audit log enforced in the database

The brand can now see what organic search actually earns, know what to fix first, and ship fixes safely, without waiting on an agency report.