About the Project
MyForeverDNA is a leading provider of DNA testing services that required a strategic modernization and optimization of its digital presence. As the Lead Shopify Specialist for this project, I was commissioned to architect a custom, high-performance Shopify storefront built for scale. Consequently, the primary objective was to streamline customer experience and DNA kit selection while significantly boosting the brand’s local and technical search visibility.
The Technical Strategy: Consolidation & SEO Preservation
Delivering a seamless e-commerce experience in the specialized medical testing niche requires a disciplined approach to store architecture and search engine optimization. First and foremost, the brand needed an intuitive UI capable of handling complex DNA kit options, custom product attributes, and clear service details. In addition to these user experience enhancements, the optimization had to be executed without sacrificing established organic search authority.
1. Custom Shopify Architecture & Data Logic
To achieve a frictionless shopping experience, I engineered custom Liquid section templates and integrated tailored data structures for DNA testing kits. Furthermore, I implemented streamlined catalog logic to simplify kit selection and order management directly within the Shopify ecosystem. As a result, the brand gained a fast, scalable storefront designed to maximize conversion rates.
2. Technical & Local SEO Engineering
Moreover, I performed a comprehensive technical SEO audit to ensure the Shopify site met modern search performance standards. Specifically, I implemented structured local schema markup, optimized store metadata for high-intent keywords, and streamlined site architecture for fast crawlability. Therefore, the storefront now ranks significantly higher for localized search queries while strengthening its domain authority.
Key Achievements
Technical Stack & Skills
Links & Resources
Impact & Results
