Nutripure — Technical & international SEO · Shopify Markets (ES / IT)

Results

• +34% GSC impressions — vs previous period
• −62% Homepage LCP — deferred scripts + optimized media
• +2,700 Images compressed — harmonized ALT · image SEO
• 4 Templates validated — Rich Results Test · JSON-LD

Context

Nutripure is a nutrition brand on Shopify with international scope: the engagement focused on Spain and Italy through Shopify Markets while keeping a coherent hub. The goal was not only “classic” SEO-we had to stabilise the international layer (paths, languages, duplication signals) so Google clearly knows which URL to serve for which country and language, and to reduce crawl waste from parasitic or unnecessarily indexable URL variants.

Typical multi-market issues showed up: noise from filter / parameter URLs, potential mismatches between ES and IT, and the need for clean, reciprocal hreflang rules with an explicit x-default on the “hub” homepage. In parallel, the theme and apps loaded JavaScript sub-optimally on some pages, and the image library was very large (thousands of product and marketing assets)-a major lever for image SEO and Core Web Vitals.

The scope included: Google Search Console (post-release checks, indexation, international and performance), robots.txt (crawl focus, blocking low-value patterns), JSON-LD schema (BreadcrumbList + FAQPage aligned with visible content to avoid quality mismatch), H1–Hn semantics on key templates, and a media pass (compression, formats, consistent ALT text).

Work delivered

• Shopify Markets / languages: URL mapping by market, reduced parasitic URLs (filters, parameters, nav variants) and clearer indexation rules to limit international noise.
• Hreflang: reciprocal ES ↔ IT pairs, x-default on the hub homepage, checked against canonicals and market redirects to avoid conflicts.
• JSON-LD structured data: BreadcrumbList and FAQPage implemented or fixed where content allowed, with visible vs marked-up content alignment to avoid quality issues or “structured spam”.
• robots.txt: crawl rules tuned (blocking unhelpful patterns, filter parameters, low-value duplicate paths) and consistent with priority templates to crawl.
• Heading semantics: collection, product and editorial templates updated for a single H1 and coherent sub-levels for semantic indexing, engines and accessibility.
• Front performance (LCP and loading): defer and ordering for non-critical scripts, less main-thread work on load, targeted pass on collection pages (listings and facets are heavy).
• Media: 2,700+ images compressed and optimised, ALT text standardised (descriptive, not keyword-stuffed), priority for above-the-fold visuals on key journeys.
• Search Console: indexation and international coverage, Core Web Vitals monitoring, post-deploy validation on representative URLs per template.
• Decision log (canonicals, hreflang, robots blocks) so future theme or app releases do not start from zero each time.

Outcome

On international SEO, the aim is a more stable base: less ambiguity for Google between markets, explicit hreflang, and robots that favour useful crawl over duplicated URL volume.

On performance, catalog and product journeys improve (better script strategy, lighter media), which shows in Web Vitals and image SEO (ALT and file weight). Gains are measured mainly on indexation stability, signal clarity, and the ability to iterate (new market or template) without immediate rework.

Related: <a href="/en/offre-seo-shopify">Shopify SEO consultant</a>