Michael McBride
Founder & CEO, Atelier Commerce
Michael McBride
Founder & CEO, Atelier Commerce
None of this came from spending more. It came from clarity applied consistently: a site machines can read, a store that respects the buyer, and media disciplined enough to do more with less. That is not a campaign. It is a way of working, and it is ongoing.
None of this came from spending more. It came from clarity applied consistently: a site machines can read, a store that respects the buyer, and media disciplined enough to do more with less. That is not a campaign. It is a way of working, and it is ongoing.
The Challenge
A premium brand lives or dies on perception, and perception begins with whether the brand can be found at all. Alicia Adams Alpaca faced two problems that rarely announce themselves: a site search engines struggled to read, and a buying experience that asked too much of the customer.
On the technical side, the foundation was sending mixed signals. Internal resources were blocked in robots.txt, so crawlers could not see parts of the site properly. Duplicate H1 tags, duplicate title tags, and duplicate content appeared across collections and products, splitting authority that should have concentrated on the pages that mattered. Google Search Console told the rest of the story: broken links, lingering 404 errors, links with non-descriptive anchor text, and a category of pages that were crawled but not indexed, seen by Google and then quietly refused. A catalog this distinctive should never have to fight to be indexed. On the commercial side, the brand was leaving efficiency on the table. Paid media was carrying more weight than it should, owned channels were underused, and there were no clear conversion paths for the audiences a luxury home brand depends on most: interior designers, trade accounts, and the affiliate and influencer relationships that lend credibility. Content was working against itself, with overlapping blog posts competing for the same terms. The brief was not to make the brand louder. It was to make it legible, and to make every visit and every dollar count for more.
The Challenge
A premium brand lives or dies on perception, and perception begins with whether the brand can be found at all. Alicia Adams Alpaca faced two problems that rarely announce themselves: a site search engines struggled to read, and a buying experience that asked too much of the customer.
On the technical side, the foundation was sending mixed signals. Internal resources were blocked in robots.txt, so crawlers could not see parts of the site properly. Duplicate H1 tags, duplicate title tags, and duplicate content appeared across collections and products, splitting authority that should have concentrated on the pages that mattered. Google Search Console told the rest of the story: broken links, lingering 404 errors, links with non-descriptive anchor text, and a category of pages that were crawled but not indexed, seen by Google and then quietly refused. A catalog this distinctive should never have to fight to be indexed. On the commercial side, the brand was leaving efficiency on the table. Paid media was carrying more weight than it should, owned channels were underused, and there were no clear conversion paths for the audiences a luxury home brand depends on most: interior designers, trade accounts, and the affiliate and influencer relationships that lend credibility. Content was working against itself, with overlapping blog posts competing for the same terms. The brief was not to make the brand louder. It was to make it legible, and to make every visit and every dollar count for more.
The System
We began with the foundation and never left it unattended. Recurring Semrush audits run under campaign 20776960, so the site is monitored continuously rather than inspected once. We updated robots.txt for proper crawl control and unblocked the internal resources that were hiding the site from search. We worked through multiple rounds of duplicate H1 and title tag resolution, eliminated duplicate content, and rewrote links with non-descriptive anchor text so both crawlers and screen readers could follow them. We resolved the broken links and 404 errors flagged in Search Console, and addressed the crawled-but-not-indexed pages directly, turning Google's hesitation into inclusion. We configured SEOKart for ongoing audit runs and added optimized product descriptions so each page earns its ranking on substance. When a new Shopify theme launched in March of 2026, we ran a full audit immediately to catch any issue the migration might have introduced, before it could cost a single position.
We also gave the brand a content strategy with a point of view. Led by our SEO specialist, we built a blog ideation pipeline and an ongoing content calendar, then consolidated overlapping posts so the brand stopped competing with itself and started compounding its authority. This is the AEO layer in practice: content structured to be found, read, and cited, including by AI engines that increasingly decide what gets surfaced. On conversion, we treated efficiency as the strategy. We integrated a Tapcart mobile app, bringing the brand to Google Play with push notifications and a buying experience built for the phone. We built a creative performance management framework to keep the best ads working and retire the rest, and identified user-generated content as ad material that converts. We opened conversion paths the brand did not have: interior designer and trade account outreach programs, and a dedicated affiliate and influencer landing page. In owned channels, we built more than seventy-nine email and SMS campaigns and automated flows in Klaviyo, turning a list into a dependable revenue line. Across Google and Meta, we optimized continuously, which is how spend went down while return went up.
The System
We began with the foundation and never left it unattended. Recurring Semrush audits run under campaign 20776960, so the site is monitored continuously rather than inspected once. We updated robots.txt for proper crawl control and unblocked the internal resources that were hiding the site from search. We worked through multiple rounds of duplicate H1 and title tag resolution, eliminated duplicate content, and rewrote links with non-descriptive anchor text so both crawlers and screen readers could follow them. We resolved the broken links and 404 errors flagged in Search Console, and addressed the crawled-but-not-indexed pages directly, turning Google's hesitation into inclusion. We configured SEOKart for ongoing audit runs and added optimized product descriptions so each page earns its ranking on substance. When a new Shopify theme launched in March of 2026, we ran a full audit immediately to catch any issue the migration might have introduced, before it could cost a single position.
We also gave the brand a content strategy with a point of view. Led by our SEO specialist, we built a blog ideation pipeline and an ongoing content calendar, then consolidated overlapping posts so the brand stopped competing with itself and started compounding its authority. This is the AEO layer in practice: content structured to be found, read, and cited, including by AI engines that increasingly decide what gets surfaced. On conversion, we treated efficiency as the strategy. We integrated a Tapcart mobile app, bringing the brand to Google Play with push notifications and a buying experience built for the phone. We built a creative performance management framework to keep the best ads working and retire the rest, and identified user-generated content as ad material that converts. We opened conversion paths the brand did not have: interior designer and trade account outreach programs, and a dedicated affiliate and influencer landing page. In owned channels, we built more than seventy-nine email and SMS campaigns and automated flows in Klaviyo, turning a list into a dependable revenue line. Across Google and Meta, we optimized continuously, which is how spend went down while return went up.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
