SEO Case Study: Shopify Beauty and Fragrance Store in the UAE

What was the challenge?

A fragrance store on Shopify had 900 products and a theme weighed down by a dozen apps. Product URLs existed under several collection paths, tag pages were being indexed, and the Arabic store was machine-translated. Noon and Amazon.ae took most product searches, and the store relied heavily on paid social.

What was the strategy?

1. 01

   Clean up Shopify's duplicate URLs and remove app weight

2. 02

   Rebuild collections around scent family, occasion and oud

3. 03

   Replace machine translation with properly written Arabic pages

What exactly was done?

3 moves, each with what was done and why it mattered.

1. 01Technical SEO

   Tidied Shopify's URL and theme problems

   Pointed internal links to canonical product URLs, set filter and tag pages to noindex, removed eight unused apps and fixed product schema in the theme.

   Why it mattered: Shopify creates several paths to the same product. Consolidating them focused crawling and link strength, and the lighter theme improved mobile speed.

2. 02Collections

   Built collections people search for

   Created collections for oud, musk, long-lasting and gift sets with written guidance, buying advice and FAQs, rather than bare product grids.

   Why it mattered: Marketplaces win on individual products. A specialist store can win the broader searches where shoppers still want advice.

3. 03International

   Launched real Arabic pages

   Rewrote top collections and products in native Arabic through Shopify Markets, with correct hreflang and Arabic search terms.

   Why it mattered: Fragrance has strong Arabic demand and weak competition from properly written pages. Arabic became the fastest-growing segment of organic revenue.

What do I stand for?

• Win where marketplaces are thin

  Compete on advice and category depth instead of the lowest price.

• Every app must earn its place

  Each app adds script weight, so each one has to justify it.