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Velocify — SEO & Performance Overhaul

A full technical SEO and performance overhaul for an e-commerce site — Core Web Vitals fixed, structured data added, and organic traffic nearly doubled in 90 days.

Timeline
2 weeks
Role
SEO & performance engineering
Team
Lead engineer
Year
2025
Next.jsLighthouseSchema.orgCloudinaryVercel Edge
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Velocify — SEO & Performance Overhaul
Velocify

0.8s

LCP (was 4.2s)

100

Lighthouse SEO

+87%

Organic traffic

2 wk

To complete

Client goals

  • ◎Fix Core Web Vitals (LCP, CLS, INP) to pass Google thresholds
  • ◎Add structured data for rich results
  • ◎Recover lost organic rankings from a slow site penalty

Project overview

Velocify's store was losing organic traffic — a 4.2s LCP triggered Google's slow-site demotion, structured data was missing, and duplicate titles were cannibalising rankings.

The client problem

Our solution

We audited every performance and SEO signal, fixed images (the biggest LCP culprit), added structured data on all product and category pages, cleaned up duplicate metadata, and deployed to edge CDN.

What we built

Features

⚡

Core Web Vitals

LCP < 1s, CLS < 0.1, INP < 200ms.

🖼️

Image optimisation

WebP/AVIF, lazy loading, correct sizing.

🏷️

Structured data

Product, BreadcrumbList and Organisation schema.

🗺️

Sitemap & robots

Dynamic sitemap, clean crawl directives.

🔗

Internal linking

Crawlable link architecture for equity flow.

📄

Metadata audit

Unique titles and descriptions on every page.

🚀

Edge caching

Pages served from the nearest edge node.

Under the hood

Technical code

app/[slug]/page.tsx
TSX
export async function generateMetadata({ params }) {  const item = await getItem(params.slug);  return {    title: item.seoTitle,    description: item.excerpt,    alternates: { canonical: "/" + item.slug },    openGraph: { title: item.title, type: "article" },  };}

Integrations

APIs & services

Cloudinary

On-the-fly image transforms and CDN.

Google Search Console

Indexing validation and rich result testing.

Vercel Edge

Global edge cache for sub-100ms TTFB.

Process

Development workflow

  1. 1

    Discovery

    Goals, users and success metrics defined on a free call.

  2. 2

    Planning

    Fixed scope, milestone plan and timeline in writing.

  3. 3

    UI/UX design

    Wireframes and a clean, modern design system.

  4. 4

    Backend setup

    Database schema, auth and core services.

  5. 5

    API development

    Typed, documented endpoints and integrations.

  6. 6

    Frontend

    Responsive, accessible UI wired to the API.

  7. 7

    Testing

    QA across devices plus performance & security checks.

  8. 8

    Deployment

    CI/CD, monitoring and a smooth production launch.

  9. 9

    Support

    Ongoing maintenance, updates and new features.

Speed & SEO

Performance & SEO

Performance

  • ✓Server-side & static rendering for instant first paint
  • ✓Image optimisation and lazy loading
  • ✓Code-splitting and route-level prefetching
  • ✓Edge/CDN caching with smart revalidation
  • ✓Green Core Web Vitals (LCP, CLS, INP)
  • ✓Database indexing and query tuning

SEO

  • ✓Per-page metadata, canonical URLs and Open Graph
  • ✓Structured data (JSON-LD) for rich results
  • ✓Programmatic sitemap & robots
  • ✓Semantic, accessible HTML
  • ✓Clean, descriptive slug URLs

Built secure

Security

🔒Session-based auth with role permissions
🔒Server-side authorization on every protected route
🔒Input validation (Zod) on client and server
🔒Secure payments via hosted Checkout (no card data stored)
🔒Rate limiting and abuse protection
🔒Encrypted secrets and least-privilege access

Outcome

Results & impact

0.8s

LCP (was 4.2s)

100

Lighthouse SEO

+87%

Organic traffic

2 wk

To complete

Velocify's LCP dropped from 4.2s to 0.8s, Lighthouse SEO hit 100, and organic traffic grew 87% in 90 days after the overhaul.

Related services:SEO & PerformanceWeb Development

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Technical SEO audits, Core Web Vitals fixes and structured data — results in weeks.

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