Why My Shopify Store Failed in 2018 & What I Would do Different Now

Back in 2018, I launched my first e-commerce store, selling pet accessories. I thought I had a genius plan—after all, people love their pets, and the products and collections I offered had very high search volumes. But after six months, I pulled the plug. Why? Because I only did the basics. I picked a decent domain, set up a website, added some content, and waited for the sales to roll in. They didn’t. What I didn’t fully consider were the razor-thin profit margins (95p profit for every dog bowl I sold...) and the fierce competition from huge brands like Pets at Home that dominated the UK market.

That experience taught me a valuable lesson: launching an e-commerce store requires much more than just checking off a to-do list. It’s about going deeper and being strategic from day one—especially when it comes to SEO.

Fast forward to today, and I’ve learned that the first 90 days are make-or-break for a new e-commerce site. If you want to set your site up for success, you need to go beyond the basics and focus on strategies that will give you an edge. Here’s how I would approach scaling a brand new e-commerce website in the first 90 days, with a heavy emphasis on SEO.

Days 1-30: Laying an Advanced SEO Foundation

Choosing the Right Domain with Expired Authority

Not only should your domain include relevant keywords, but also consider a domain with a history. When searching for expired domains, use tools like Majestic or Ahrefs to analyse the backlink profile. Look for domains that have backlinks from high-authority sites in your niche. An expired domain with a clean history and existing authority can give you a significant head start in rankings, especially if those backlinks are still live.

Setting Up a Shopify Store with Optimal Mobile UX

Instead of just picking any mobile-friendly theme, go further by customising the UX based on user behavior data from similar sites. Use tools like Hotjar to study how users interact with top-performing competitors on mobile. Design your store to minimise friction—think thumb-friendly buttons, ultra-fast load times, and a one-page checkout that reduces abandonment rates. You can also A/B test different layouts right from the start to see what converts best.

Implementing Advanced Technical SEO from Day One

Beyond the basics, set up advanced technical SEO features like structured data for rich snippets, breadcrumb navigation, and canonical tags to prevent duplicate content issues. Use server-side rendering (SSR) if you’re employing JavaScript frameworks to ensure that Google can crawl your pages effectively. Also, consider implementing lazy loading for images and videos to improve load times without compromising the user experience.

Keyword Research with a Focus on SERP Features

When conducting keyword research, focus not only on search volume but also on SERP features. Identify keywords that trigger rich snippets, featured snippets, and People Also Ask boxes. Optimise your content to capture these positions. For example, structure your blog posts with clear, concise answers to common questions, making them more likely to appear as featured snippets.

Days 31-60: Building Authority with Unique Strategies

Content Clusters and Topical Authority

Rather than just producing individual blog posts, create content clusters around core topics relevant to your niche. This means writing pillar content that covers broad topics and supporting it with more detailed articles that link back to the pillar. This strategy not only improves internal linking but also helps establish your site as an authority on specific topics, which can significantly boost your rankings.

Proactive Link Reclamation

Go beyond traditional link building by reclaiming lost backlinks. Use Ahrefs to identify backlinks pointing to 404 pages on your site or your expired domain (if you purchased one). Reach out to the referring domains with updated URLs and reclaim those valuable links. Additionally, set up Google Alerts for mentions of your brand or products—when you find an unlinked mention, reach out to get that link added.

Leveraging Schema for Enhanced Search Visibility

Implement schema markup not just for product pages but also for FAQs, reviews, and even videos. This can help your content stand out in the SERPs with enhanced listings, making your site more attractive to users. For example, use Product schema to display prices, availability, and ratings directly in search results, driving higher click-through rates.

Collaborative Content and Strategic Partnerships

Partner with complementary brands or influencers for co-created content that both parties can promote. This could be in the form of joint webinars, e-books, or even blog series. By leveraging each other’s audiences, you can quickly build backlinks and drive traffic. This kind of strategic partnership can also lead to more organic mentions and referrals.

Days 61-90: Scaling and Advanced Optimisation

Hyperlocal SEO for Multi-Location Expansion

If you plan to expand your e-commerce business to multiple locations, start by building hyperlocal landing pages that cater to each specific area. Optimise these pages with localised keywords, customer testimonials from that location, and local business schema. This not only helps in ranking for “near me” searches but also establishes your brand in each local market.

Voice Search Optimisation

With the rise of voice search, optimising for natural language queries is becoming increasingly important. Research long-tail keywords that mimic how people speak and incorporate them into your content. For example, instead of targeting “best organic skincare,” optimise for “what’s the best organic skincare for sensitive skin?” This approach can help you capture traffic from voice assistants like Alexa and Siri.

User-Generated Content for SEO and Engagement

Encourage your customers to create content for you. This could be in the form of reviews, testimonials, or even social media posts featuring your products. Not only does user-generated content provide fresh material for your site, but it also builds trust and can improve your rankings by increasing engagement metrics like time on site and social shares.

Creating Interactive Content

Interactive content such as quizzes, calculators, and polls can significantly boost engagement and dwell time—two factors that positively influence SEO. For instance, if you’re selling skincare, a quiz that helps users find their ideal product based on their skin type can drive both conversions and repeat visits.

Lessons Learned and Moving Forward

Looking back at my 2018 experience, it’s clear that just doing the basics isn’t enough to succeed in today’s competitive e-commerce world. The first 90 days are crucial, and if you don’t dig deeper and go beyond the surface, you’re likely setting yourself up for disappointment. By focusing on smart SEO strategies—like choosing the right domain, optimizing for mobile from the start, and building authority through content and link-building—you can create a solid foundation that supports real, sustainable growth.

The difference between then and now? I’ve learned that e-commerce success isn’t about quick wins or shortcuts—it’s about being strategic and thinking ahead. Whether you’re just starting out or refining your current approach, these steps can help you avoid the mistakes I made and set your business on the path to long-term success.