Catching Technical SEO regressions and rendering disasters in CI for Shopify Stores

One of the elephants in the room for our industry is that most SEO testing still happens in production. At best, we may have a pre-prod environment. But because SEO validation is typically siloed from engineering, we often rely on luck to catch issues before they go live.

This session reframes SEO from a reactive checklist into a system of automated SEO guardrails. Learn how to simulate Googlebot-like rendering within a CI/CD workflow to catch regressions and block the build before it ships.

Stop testing in production. Start shipping with confidence.

Transcript

1. Catching technical SEO regressions and rendering disasters in CI hopify S r o s f e r o t s ESTELA FRANCO @guaca.bsky.social @guaca
2. Estela Franco Web Performance Tech Architect guaca.bsky.social__ toot.cafe/@guaca ESTELA FRANCO @guaca.bsky.social @guaca
3. ESTELA FRANCO @guaca.bsky.social @guaca
4. ESTELA FRANCO @guaca.bsky.social @guaca
5. ESTELA FRANCO @guaca.bsky.social @guaca
6. ESTELA FRANCO @guaca.bsky.social @guaca
7. Lap 1: Code ships Lap 4: SEO team notices traffic drop Lap 5: Root cause identified Lap 7: Fix deployed Lap 30+: Rankings maybe recover ESTELA FRANCO @guaca.bsky.social @guaca
8. ESTELA FRANCO @guaca.bsky.social @guaca
9. ESTELA FRANCO @guaca.bsky.social @guaca
10. CI/CD PIPELINE CI ESTELA FRANCO @guaca.bsky.social CD @guaca
11. ESTELA FRANCO @guaca.bsky.social @guaca
12. ESTELA FRANCO @guaca.bsky.social @guaca
13. ESTELA FRANCO @guaca.bsky.social @guaca
14. { "pages": [ { "path": "/", "template": "home", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "Home | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "Welcome to Our Site" }, "canonical": { "enabled": true, "severity": "warning", "value": "/" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best place for SEO guardrails." } } } }, { "path": "/products/my-cool-product", "template": "product", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "My Cool Product | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "My Cool Product" }, "canonical": { "enabled": true, "severity": "warning", "value": "/products/my-cool-product" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best cool product you can find." } } } } ] } ESTELA FRANCO @guaca.bsky.social @guaca
15. TEMPLATE WHAT TO CHECK SEVERITY - Home - Collection pages (PLP) - Product pages (PDP) - Campaign pages - … - Metadata - Content - Rendering - Links - … - 🟡 Warning - 🔴 Blocker ESTELA FRANCO @guaca.bsky.social @guaca
16. { "pages": [ { "path": "/", "template": "home", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "Home | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "Welcome to Our Site" }, "canonical": { "enabled": true, "severity": "warning", "value": "/" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best place for SEO guardrails." } } } }, { "path": "/products/my-cool-product", "template": "product", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "My Cool Product | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "My Cool Product" }, "canonical": { "enabled": true, "severity": "warning", "value": "/products/my-cool-product" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best cool product you can find." } } } } ] } ESTELA FRANCO @guaca.bsky.social @guaca
17. ⚠ WARNING ESTELA FRANCO @guaca.bsky.social @guaca
18. ❌ BLOCKED ESTELA FRANCO @guaca.bsky.social @guaca
19. METADATA CONTENT RENDERING / JS - meta robots - canonical - hreflang - title - meta description - structured data - … - h1 - h2 - alt text - broken images - empty hrefs - … - CSR content - 100vh trap - metadata misdirection - JS hrefs - … ESTELA FRANCO @guaca.bsky.social @guaca
20. ESTELA FRANCO @guaca.bsky.social @guaca
21. ESTELA FRANCO @guaca.bsky.social @guaca
22. Googlebot Mobile UA Configuration const GOOGLEBOT_MOBILE_UA = 'Mozilla/5.0 (Linux; Android 6.0.1; Nexus 5X Build/MMB29P)' AppleWebKit/537.36 (KHTML, like Gecko) Chrome/131.0.6778.69 Mobile Safari/537.36 (compatible; Googlebot/2.1; +http://www.google.com/bot.html)'; const googlebotUse = { channel: 'chrome', userAgent: GOOGLEBOT_MOBILE_UA, viewport: { width: 412, height: 732 }, deviceScaleFactor: 2.625, isMobile: true, hasTouch: true, }; ESTELA FRANCO @guaca.bsky.social @guaca
23. ESTELA FRANCO @guaca.bsky.social @guaca
24. ESTELA FRANCO @guaca.bsky.social @guaca
25. ESTELA FRANCO @guaca.bsky.social @guaca
26. ESTELA FRANCO @guaca.bsky.social @guaca
27. https://github.com/apps/shopify ESTELA FRANCO @guaca.bsky.social @guaca
28. ESTELA FRANCO @guaca.bsky.social @guaca
29. ESTELA FRANCO @guaca.bsky.social @guaca
30. https://planetaberilis.com/?preview_theme_id=206404616214 https://planetaberilis.com/ ESTELA FRANCO @guaca.bsky.social @guaca 302
31. ESTELA FRANCO @guaca.bsky.social @guaca
32. { "pages": [ { "path": "/", "template": "home", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "Home | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "Welcome to Our Site" }, "canonical": { "enabled": true, "severity": "warning", "value": "/" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best place for SEO guardrails." } } } }, { "path": "/products/my-cool-product", "template": "product", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "My Cool Product | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "My Cool Product" }, "canonical": { "enabled": true, "severity": "warning", "value": "/products/my-cool-product" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best cool product you can find." } } } } ] } ESTELA FRANCO @guaca.bsky.social @guaca
33. ESTELA FRANCO @guaca.bsky.social @guaca
34. { "pages": [ { "path": "/", "template": "home", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "Home | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "Welcome to Our Site" }, "canonical": { "enabled": true, "severity": "warning", "value": "/" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best place for SEO guardrails." } } } }, { "path": "/products/my-cool-product", "template": "product", "seo": { "metadata": { "title": { "enabled": true, "severity": "warning", "value": "My Cool Product | Site Name" }, "h1": { "enabled": true, "severity": "warning", "value": "My Cool Product" }, "canonical": { "enabled": true, "severity": "warning", "value": "/products/my-cool-product" }, "metaRobots": { "enabled": true, "severity": "warning", "value": "index, follow" }, "metaDescription": { "enabled": true, "severity": "warning", "value": "The best cool product you can find." } } } } ] } ESTELA FRANCO @guaca.bsky.social @guaca
35. SEO CONTRACT ESTELA FRANCO @guaca.bsky.social @guaca
36. Rules ESTELA FRANCO @guaca.bsky.social @guaca SEO CONTRACT
37. SEO CONTRACT ESTELA FRANCO @guaca.bsky.social AUTOMATED SEO GUARDRAILS @guaca
38. ESTELA FRANCO @guaca.bsky.social @guaca
39. PULL REQUEST MERGE SCHEDULED - main/prod - staging/dev - main/prod - Optional ESTELA FRANCO @guaca.bsky.social @guaca
40. ESTELA FRANCO @guaca.bsky.social @guaca
41. ESTELA FRANCO @guaca.bsky.social @guaca
42. ESTELA FRANCO @guaca.bsky.social @guaca
43. ESTELA FRANCO @guaca.bsky.social @guaca
44. ESTELA FRANCO @guaca.bsky.social @guaca
45. ESTELA FRANCO @guaca.bsky.social @guaca
46. ESTELA FRANCO @guaca.bsky.social @guaca
47. ESTELA FRANCO @guaca.bsky.social @guaca
48. ESTELA FRANCO @guaca.bsky.social @guaca
49. ESTELA FRANCO @guaca.bsky.social @guaca
50. YOU LIED! ESTELA FRANCO @guaca.bsky.social NOPE! @guaca
51. ESTELA FRANCO @guaca.bsky.social @guaca
52. SEO ESTELA FRANCO @guaca.bsky.social DEV @guaca
53. Shared Ownership Agree on Checks and sample size … and Severity SEO Lanes and Branches Test URLs Configuration Kill the Build workflow approval ESTELA FRANCO @guaca.bsky.social @guaca
54. ESTELA FRANCO @guaca.bsky.social @guaca
55. Broken Canonical Wrong Meta Robots Broken Product Structured Data Rendering Issues Non crawlable links And more… ESTELA FRANCO @guaca.bsky.social @guaca
56. ESTELA FRANCO @guaca.bsky.social @guaca
57. ESTELA FRANCO @guaca.bsky.social @guaca
58. ESTELA FRANCO @guaca.bsky.social @guaca
59. ESTELA FRANCO @guaca.bsky.social @guaca
60. ESTELA FRANCO @guaca.bsky.social @guaca
61. ESTELA FRANCO @guaca.bsky.social @guaca
62. ESTELA FRANCO @guaca.bsky.social @guaca
63. ESTELA FRANCO @guaca.bsky.social @guaca
64. ESTELA FRANCO @guaca.bsky.social @guaca