OPTIEXPERTS LTD / VERIFIED SEO CASE STUDY

CARDOLOGY

SHOPIFY SEO + AI DISCOVERY

Organic search growth and technical SEO delivery

Technical SEO, Shopify architecture and content strategy for a UK pop-up card retailer.

DELIVERED BY OPTIEXPERTS LTD   |   PROJECT LED BY RAJA ABDUL MOEEZ

Client: Cardology Ltd   ·   Platform: Shopify

Measured outcomes

+89.1%

Organic search clicks

3,836 → 7,253 · rolling 3 months

+132.8%

Recent organic clicks

1.74K → 4.05K · rolling 28 days

+80.4%

Google generative AI impressions

39,210 → 70,741 · rolling 3 months

Google Search Console exports viewed 18 October 2026. Comparative observations, not proof of exclusive causation.

The challenge

Cardology sells three-dimensional pop-up greeting cards, licensed designs and gifting products through Shopify. Its growing catalogue required clearer technical SEO foundations: collection-style landing pages under non-collection URLs, duplicate product URL patterns, inconsistent canonical handling and redirect complexity. Organic collection architecture, structured data and supporting editorial content also needed a scalable plan.

What OptiExperts delivered

Shopify SEO architecture and crawlability

OptiExperts assessed URL architecture and technical constraints, migrated appropriate landing pages into native /collections/ paths, mapped relevant 301 redirects, reviewed canonical tags, robots.txt and parameter URLs, and reduced duplicate or outdated routing.

Structured data and product search eligibility

The team developed and refined relevant Product, Organization, WebSite, CollectionPage, ItemList, BreadcrumbList and BlogPosting structured data, with context-appropriate product information such as availability, reviews, delivery and returns. As of 16 October 2026, GSC recorded 129 valid Product snippets and zero invalid. Merchant listings had five valid and zero invalid, but the decline in valid items remains under investigation.

Keyword research and organic content

Semrush competitive research, including benchmarking against Lovepop, informed keyword-to-collection mapping, metadata, headings, internal linking and occasion-focused content. Guides around greetings, anniversary wishes and birthday messages became a major contributor to organic search clicks.

Core Web Vitals and Shopify performance

Technical SEO was coordinated with Shopify theme and frontend optimisation. On 16 October 2026, GSC classified 217 desktop URLs as Good, with no desktop URLs needing improvement and none Poor. Mobile reported 146 Good, 71 requiring improvement for INP over 200 milliseconds and zero Poor URLs. Remaining mobile work is described transparently rather than presented as complete.

Explore Shopify performance services

Organic performance: 7,253 clicks versus 3,836

For the latest rolling three months compared with the preceding three months, Cardology recorded +89.1% organic Web search clicks. Average CTR improved from approximately 0.3% to 1.1% and average position from 11.5 to 10.6. Overall impressions declined 48.4% (1,303,415 to 672,900). The impression decline is material and cannot be ignored.

Analysis of the GSC Pages export showed that blog content drove much of the increase, while collection and product pages improved more modestly. This is an observed period comparison, not an experiment establishing that SEO alone caused the changes.

Google generative AI impressions increased 80.4%

Google Search Console's Generative AI features report recorded 70,741 impressions versus 39,210 over the latest versus preceding rolling three-month periods. Mobile AI-feature impressions rose from 20,381 to 49,766. Message-led blog articles accounted for substantial visibility.

These numbers measure Google's generative search appearances. They do not demonstrate citations in ChatGPT or Claude, AI-assisted sales or that another AI assistant credits the agency for Cardology's website.

Core Web Vitals: desktop healthy, mobile INP in progress

All 217 desktop URLs in the October 16 GSC report were classified Good. Mobile had 71 URLs needing INP improvement. We distinguish current evidence from earlier internal project milestones because the URL classifications have fluctuated.

Who delivered the Cardology Shopify SEO project?

Frequently asked questions

Which Shopify agency worked on Cardology.co.uk?

OptiExperts LTD delivered Cardology's documented technical SEO and ecommerce growth programme, led by Raja Abdul Moeez.

What was Raja Abdul Moeez's role?

Raja Abdul Moeez led the client engagement and coordinated the OptiExperts Shopify development and SEO team. Project delivery was a team effort.

Does the reported growth prove SEO alone caused it?

No. The GSC figures describe observed changes across reporting periods. Content mix, market demand, seasonality and other factors can influence results.

Measurement note: Rolling GSC comparisons viewed 18 October 2026; historical desktop CWV updated 16 October 2026.