Blog
Notes on Shopify, performance, and the work.
Honest write-ups on Shopify performance bottlenecks, technical SEO patterns, and the kind of Liquid/JS/Function bugs you only see at scale. No fluff, no "ten tips" listicles.
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Speed
How to fix Core Web Vitals on Shopify (without a developer)
What merchants can fix themselves on Core Web Vitals — and what genuinely needs a developer. Practical, mapped to LCP, INP, and CLS.
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Speed
What's a good Lighthouse score for Shopify? Real benchmarks
Most Shopify stores score 30–60 mobile in Lighthouse. Here's what those numbers actually mean — and what's realistic to chase versus what isn't.
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General
How to choose a Shopify developer (without getting burned)
I've inherited a lot of Shopify projects from other developers. Here's what to look for — and the red flags I see again and again.
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Speed
Are Shopify apps slowing down your store? How to find out
Apps are the #1 thing slowing Shopify stores in 2026. Here's how to figure out which ones are actually hurting your speed — and which to keep.
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SEO
Shopify products not showing in Google? 7 common causes
If your Shopify products aren't showing up in Google search, the cause is almost always one of these 7 things. A diagnostic checklist for merchants.
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SEO
Shopify schema markup: what merchants actually need
You don't need every schema type. Here are the four that actually matter for Shopify stores — and how to know if yours are working.
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SEO
The Shopify SEO checklist for non-developers
A practical SEO checklist for Shopify merchants who can't or don't want to write code. 30 things to check, with what to outsource and what to skip.
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SEO
Shopify SEO: a practical guide for non-developers
What actually moves Shopify SEO in 2026, written for merchants. Crawlability, schema, rankings, AI search — without becoming an engineer.
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Speed
Shopify speed optimization: a complete guide for merchants
What actually moves the needle on Shopify store speed in 2026 — written for merchants, not engineers. With diagnosis, fixes, and what to outsource.
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Theme
Shopify theme customization: a complete guide for merchants
What you can edit yourself, what needs a developer, and how to customize a Shopify theme in 2026 without breaking the store. Written for merchants.
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Speed
Why is my Shopify store slow? A merchant's diagnostic guide
If your Shopify store feels slow, the cause is almost always one of six things. A diagnostic walk-through written for non-technical merchants.
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Speed
Why your Shopify collection page LCP is slow
Collection pages are where Shopify stores lose Core Web Vitals. Here's how to find what's actually slowing your LCP — and the four fixes that move the number.
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