Shopify technical SEO that turned a low-visibility store into a discoverable brand

When Stein-Insel reached out to us, the challenge wasn’t a lack of products — it was a lack of visibility. With over 1,400 items in the catalog but only around 21 collections, the majority of the assortment had no meaningful entry point for search engines or users. As a result, Google could only surface a small portion of what the shop actually offered.

This structural gap was reinforced by navigation that didn’t reflect real search behavior, shallow category pages, and product listings with little contextual or trust-building content. Combined with technical issues such as canonical duplication, limited structured data, and broken upsell logic at checkout, the store remained largely undiscoverable. Our goal was clear: build semantic depth and search-aligned landing pages so every stone, variation, and buying intent could finally be found.