A Shopify expert who works the whole stack, not one channel.
Shopify, Klaviyo, SEO, AI search, GA4, Search Console and Merchant Center. Stores lose money in the seams between those tools, which is why hiring one specialist per channel keeps missing it. On one client account the paid channel delivered 60 percent of the traffic and zero revenue, and nobody had noticed because no single channel report showed it.
What I actually work in.
Not a list of buzzwords. These are the systems I am inside on a live client account every week, and the reason I can tell you which one is your bottleneck instead of guessing.
| System | What I do in it |
|---|---|
| Shopify | Catalog and collection structure, product page optimization, indexation, speed, checkout completion |
| Klaviyo | Flow architecture, verifying flows actually send, deliverability, segmentation, revenue per recipient |
| Organic search | Technical foundation first, then collection and product pages that can rank, then content |
| AI search, AEO and GEO | Crawler reachability, a measured citation baseline, first hand content engines can quote |
| Google Analytics 4 | Channel revenue rather than channel sessions, UTM integrity, a revenue basis that makes comparisons valid |
| Google Search Console | Indexation reality, query gaps, decay, the pages ranking but not earning clicks |
| Google Merchant Center | Feed health, free listings versus paid shopping, getting the high value catalog actually published |
Real numbers, with what they do not prove.
Real numbers from a live client account, every one a before and after, every one traceable to the pull that produced it.
Email Revenue From $2,062 to $6,813
A 13 email sequence was reporting itself as live while sending almost nothing. After the fix, flow revenue went from $2,062 over six weeks to $6,813 over four.
Organic searchOrganic Revenue From $1,056 to $2,393 a Month
Organic search revenue more than doubled, and organic orders went from 4.6 a month to 9.8. Measured from order level records, not a third party traffic estimate.
Free listingsGoogle Free Listings From 2.0 to 5.8 Orders a Month
Orders from Google free product listings nearly tripled. The three highest value products in the catalog had never been submitted to the channel at all.
Channel truth60 Percent of the Traffic Produced Zero Revenue
A paid social channel delivered 3,935 sessions, 60 percent of all traffic, and zero attributed revenue. The owned channels produced 91 percent of revenue on a quarter of the traffic.
The Owned Traffic Method
Five stages that take a store from renting its traffic to owning it. This is the sequence I run on client accounts, in this order, because doing the right things out of order is where most of the money gets wasted.
Audit
Baseline where you stand in all three places before anything is touched: what Google ranks you for, whether the AI engines can reach and name you, and what share of revenue your list actually produces. Most stores have never measured the third one.
Earn
Build the pages and answers that get the store found. Product and collection pages that can rank, plus the first hand content that gives an AI engine a reason to cite you by name instead of a competitor.
Capture
Turn the traffic into addresses you own. This is the stage almost everyone skips, and it is the one that decides whether the rest compounds. On one client account the store could identify only about 0.8 percent of monthly visitors, which starved every email flow downstream.
Convert
Flows that turn the list into orders: welcome, cart, browse, post purchase, and a weekly drip that actually sends. Verified by checking sends against list size, not by reading the word live on a dashboard.
Prove
Report against the baseline from stage one with the source named and the caveat attached. If a number cannot survive being questioned, it does not go in the report.
Why the caveats are on the page.
The number and its limits
Anyone can screenshot a good month. A figure is only worth something when you can see where it came from, what changed, and what it does not prove. Every result page here states all three, including the one still below benchmark.
I check, I do not trust the dashboard
A client email sequence read live for three weeks while 438 of 488 subscribers received nothing. A 92 percent open rate on the same account was machine generated. Platforms report activity. Activity is not results.
The operator is in the account
I pull the data, I find the bottleneck, and I do the work. Farm background, finance background, and years in search. No junior handoff and no report you will not read.
Four ways in.
Start with the audit if you do not know where the bottleneck is. That is most people, and it is the honest first step.
Shopify store audit
A scored audit of the store's organic and AI search position, with the fixes ranked by what actually moves revenue rather than by what is easiest to list.
Shopify SEO
Most Shopify SEO advice starts with content. On a store the money usually sits in the product and collection pages that already exist and cannot rank.
AI SEO and AEO
Answer engine optimization and generative engine optimization are the same job under two names: make the store reachable, understandable, and worth naming when a buyer asks an AI engine what to buy.
Merchant Center and feeds
Free product listings are inventory you already own. Most stores have never checked which products are actually published to them.
GA4 and Search Console
If the numbers in Shopify, GA4 and your email platform disagree, you cannot make a decision. Fixing that comes before any campaign.
Klaviyo expert
Most Klaviyo accounts are not underbuilt. They are built and quietly not running. The first thing I do is prove which flows are really sending, to how many people.
Email marketing audit
A scored audit of the email program: what is really sending, what your list is worth, which dashboard numbers are fiction, and what is capping the whole thing upstream.
Ecommerce email marketing
Email is the only channel you own outright. It is also the channel most likely to be quietly broken while every dashboard reports it as healthy.
Questions people actually ask.
What is owned traffic?
Traffic you are not charged for twice. Organic search, AI answers that name you, and your email list. Paid traffic stops the day the card stops. Owned traffic keeps arriving.
Is AEO different from SEO?
Not fundamentally. Answer engine optimization and generative engine optimization are the same job under two names, and the fundamentals are the same ones that decide whether Google ranks you: reachable pages, real authority, and something only you can say. What they add is a measurement problem.
Do you guarantee an AI citation?
No. Nobody controls how an engine cites. What I guarantee is a measured baseline, a plan in priority order, and reporting where every figure names its source and its caveat.
Why is a client name not on this site?
Because written permission for public use has not cleared. When it does, the name goes on. Until then the numbers are real and the source is named, and you are free to hold that against me.
Who is this for?
Shopify and direct to consumer brands already doing real revenue, where organic is flat and nobody can say whether the cause is the site, the catalog, or the tracking.
Find out which channel is actually carrying you.
Thirty minutes. I will look at where your traffic comes from, tell you honestly whether search and AI search are a real opportunity for your store, and name the first thing worth fixing even if you never hire me.
Book a call with Herbert