THE PROBLEM
GPS Had the Store. The Visibility Infrastructure Wasn't Fully Connected.
GPS Inc had already taken an important step into digital commerce with a newly established website and Shopify store.
The foundation existed.
But having an online store does not automatically make the business or its products discoverable.
The digital ecosystem still needed to be connected and developed around the store.
Product information needed SEO cleanup.
The website needed stronger connections to search and shopping platforms.
Search indexing needed to be established.
Product discovery needed to extend beyond the website itself.
And the brand needed supporting visibility through social and offline distribution.
GPS therefore had a different problem from a business starting without a website.
The infrastructure existed.
The opportunity was to make that infrastructure discoverable, connected and usable as a customer-acquisition system.
The focus became:
Product visibility.
Search discovery.
Shopping discovery.
Website indexing.
Social distribution.
Customer access.
WHAT CHANGED
GPS Didn't Need Another Store. It Needed the Store Connected to the Discovery Ecosystem.
CopyWrite worked on the SEO, search, shopping and distribution infrastructure surrounding GPS Inc's Shopify store.
OPTIMISE
Clean up product SEO, including product titles and meta descriptions, so product information was better structured for search discovery.
CONNECT
Connect the Shopify store with relevant search and shopping infrastructure, including Google Merchant Center and Google Search Console.
DISCOVER
Work on website crawling and indexing so the newly established website could begin appearing within search.
DISTRIBUTE
Support GPS Inc's social-media visibility alongside offline promotional activity such as pamphlet distribution.
BUILD
Develop the digital infrastructure around the store rather than treating Shopify as the entire marketing system.
The work moved GPS from having an online store as an isolated asset toward building a connected visibility ecosystem around it.
The objective was to make products easier to discover, give search engines clearer information about the business and products, and create multiple routes through which potential customers could encounter GPS Inc.
EVIDENCE
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What Actually Happened?
CopyWrite established and strengthened GPS Inc's digital visibility infrastructure across its website, product SEO, Google search, Google Merchant Center and social visibility, while supporting the brand's broader market visibility.
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