Hiut Denim makes jeans in small batches, so their store leans on story and scarcity instead of volume. If you're a maker with a narrow, higher-priced range, this is the one to copy. I pulled a technical and SEO audit so you can see what a lean premium store looks like under the hood.
Site audit
61/100highNo structured data (JSON-LD) found
Why Structured data is how search engines and AI understand your products. Without it you miss rich results and AI shopping visibility.
Fix Add Product, Organization, and BreadcrumbList JSON-LD. Many themes include it; a schema app fills gaps.
highNo Organization/merchant schema on the homepage (weakens brand entity for AI shopping)
Why AI shopping surfaces like Google AI Mode, ChatGPT, and Perplexity read price and availability from Offer schema. Without it your products can't show up there.
Fix Add Product, Organization, and BreadcrumbList JSON-LD. Many themes include it; a schema app fills gaps.
highNo product review schema detected (hurts rich results + trust)
Why Review schema is what puts star ratings in Google results. Without it you lose the trust signal that lifts click-through.
Fix Add Product, Organization, and BreadcrumbList JSON-LD. Many themes include it; a schema app fills gaps.
mediumNo canonical tag (duplicate-content risk)
Why Without a canonical tag, Google can treat variant and filtered URLs as duplicate pages and split your ranking signals.
Fix Most themes add canonical tags automatically — if missing, add <link rel="canonical"> in theme.liquid's <head>.
mediumNo Product / Organization / WebSite schema
Why This schema powers breadcrumb and product rich results in Google. Without it your listings look plainer and get fewer clicks.
Fix Add Product, Organization, and BreadcrumbList JSON-LD. Many themes include it; a schema app fills gaps.
mediumNo BreadcrumbList schema (helps rich results)
Why This schema powers breadcrumb and product rich results in Google. Without it your listings look plainer and get fewer clicks.
Fix Add Product, Organization, and BreadcrumbList JSON-LD. Many themes include it; a schema app fills gaps.
medium16/40 images missing alt text (SEO + a11y)
Why Alt text is how search and screen readers understand images. Missing it loses image-search traffic and fails accessibility.
Fix Add descriptive alt text to product and content images in the theme editor / product media.
mediumFew modern image formats (WebP/AVIF) — larger downloads
Why Oversized, eagerly-loaded images are usually the biggest drag on Core Web Vitals, which Google uses for ranking.
Fix Serve WebP/AVIF — Shopify's CDN can, so re-upload large images or use an image-optimizer app.
mediumConsider testing urgency / social-proof on the homepage (none detected)
Why Social proof and urgency are among the biggest conversion levers. Without any, visitors have less reason to buy now.
Fix Add social proof and urgency (reviews, low-stock, countdowns). PopBoost does this without a theme edit.
low3 H1 headings (use one)
Why The H1 tells Google and shoppers what the page is about. Missing or duplicate H1s blur that signal and weaken ranking.
Fix Use exactly one H1 per page — usually the product or page title. Fix duplicate H1s in the theme sections.
lowWeak/absent cache-control on the document
Why Minor performance hygiene. Small individual impact, but it adds up on a heavy page.
Fix Set sensible cache headers on static assets; on Shopify this is handled by the CDN for theme assets.
AI shopping readinessPoint this at a product page for a full AI-shopping check.
Merchant Center riskNeeds a product page with product schema to assess risk.
Checkout and tracking
26/100highLegacy: legacy Meta Pixel injected inline
Why An inline Meta Pixel is the "Additional Scripts" pattern that stopped receiving customer data when Shopify locked that field on August 28, 2025. Your Meta conversions can under-report, which drags reported ROAS down.
Fix Move Meta tracking to the official Facebook & Instagram app (which uses the Conversions API + Web Pixel). Remove the inline fbq snippet from your theme and Additional Scripts.
highLegacy: legacy Google Analytics / gtag injected inline
Why Inline Google Analytics in the theme/checkout is the legacy tracking path. After the August 28, 2025 lockdown it stops passing purchase data reliably, so GA4 logs conversions as unattributed sessions.
Fix Connect the Google & YouTube app so GA4 tracking runs through Shopify's supported integration, then remove the inline gtag/analytics snippet.
mediumShopify Web Pixels manager
Why Shopify's Web Pixels manager is the migrated way to run tracking after checkout extensibility. Not seeing it suggests your tracking may still rely on the legacy path that's being removed.
Fix Set up your tracking through Settings > Customer events (Custom Pixels) and the official channel apps so it runs on the extensibility-based checkout.
mediumLegacy: Google Tag Manager container in the page
Why A GTM container that fed checkout tracking is exactly what the Additional Scripts lockdown broke. Purchase events routed through it can silently stop attributing revenue.
Fix Rebuild any checkout/purchase tags as a Custom Pixel via Settings > Customer events (Web Pixel API), or use the official channel apps. Don't rely on a GTM container for checkout events.
Check in your admin
- Settings > Checkout shows an "Upgrade" button. That means you're still on the legacy checkout. Unmigrated stores auto-revert to a default checkout by August 26, 2026 (August 13, 2026 for Plus).
- Any live Shopify Scripts (discounts, shipping, payment). Shopify Scripts stopped running on June 30, 2026. Rebuild that logic as Shopify Functions or your custom discount/shipping/bundle rules silently stopped working.
- The Additional Scripts field still has code in it. That field was locked August 28, 2025. Anything there no longer runs at checkout, so move it to Custom Pixels or official apps.
- Thank-you / order-status page customizations. Legacy order-status page edits don't carry over. Rebuild them as checkout UI extensions or post-purchase blocks.
- checkout.liquid customizations in your theme. checkout.liquid is deprecated and being removed. Move branding to the Checkout Editor and logic to UI extensions + Functions.
- Place a low-value test order after any tracking or checkout change. This is the one thing this checker can't do for you. We only see the storefront HTML, not what your ad platforms received. After any pixel, consent-banner, theme, or checkout change, buy something cheap and confirm the exact order value AND currency landed in GA4 and each ad platform. A pixel debugger showing an event firing does not prove the value and currency arrived correctly.
This is hiutdenim.co.uk. What does your store look like?
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