.png)
Groove Digital had a strong brand but a weak organic engine spread across two platforms — a Shopify storefront and a Webflow marketing site. In 90 days I rebuilt both, cleaned a toxic backlink profile, and pushed multiple commercial keywords into Google's top 3.
Groove ran on Shopify for commerce and Webflow for marketing, and both were underperforming for different reasons. The backlink profile was dragging the whole domain down, the Shopify store was generating duplicate and thin content at scale, and the Webflow site looked great but had no SEO architecture.
The key bottlenecks:
Groove Digital is a marketing company targeting the Dubai real-estate market, running a dual Shopify + Webflow setup — e-commerce functionality alongside a flexible marketing site.
Two platforms need two playbooks — and one connecting strategy. I sequenced the work over 90 days: fix the technical foundation on both platforms, build the content engine, then earn authority and convert — using cross-platform internal linking to push equity exactly where it drives revenue.
I started with the backlink profile: a manual review of 300+ links and a disavow file covering 217 toxic domains. On Shopify I fixed the platform's native SEO traps — variant-URL duplication, 47 thin tag pages and an app-bloated front end — cutting load time from 4.8s to 2.9s and clearing 100+ crawl errors. On Webflow I restructured the architecture into a hub-and-spoke model, compressed oversized images, added Organisation, BreadcrumbList and Article schema, and lifted the Lighthouse score from 42 to 78.
I built a content hub around Dubai real-estate marketing on Webflow — a long-form guide supported by six targeted posts — with native control of titles, meta, slugs and canonicals. Crucially, I implemented cross-platform internal linking: the Shopify blog pushed authority to commercial pages, and the Webflow hub linked to relevant Shopify products. Traffic doubled month-over-month.
With content live, I tightened indexation and crawlability across both platforms, set up proper 301 redirects for orphaned URLs, and excluded utility pages from the sitemaps to stop wasting crawl budget.
I replaced quantity with quality on links: editorial placements with three Dubai real-estate publications and two relevant SaaS directories. Average referring-domain authority rose from DA 12 to DA 41, and several keywords moved into the top 10 — three into the top 3.
To make the new traffic pay, I added inline lead-capture CTAs to the top blog posts, a downloadable Dubai real-estate checklist as a lead magnet, and full GA4 event tracking. On Shopify I optimised checkout and added trust signals to product pages.
A clean link profile, a real content engine and cross-platform internal linking turned two underperforming sites into one compounding system: traffic doubled month-over-month, authority climbed from DA 12 to 41, and commercial keywords reached the top 3.
The dual-platform foundation is in place. The next steps are scaling the content hub, expanding into adjacent commercial categories, and layering GEO/AI-search optimisation on top of the existing SEO — building durable visibility across both Google and AI-driven search.
Running on Shopify, Webflow, or both? Reach out at mo@sahardid.com.