The platforms I have actually worked on

Shopify creates URLs faster than any merchandiser can keep up with. The same product sits on three paths, /collections/all can be filtered six ways, and tag pages appear the moment someone tags a product. The work is deciding which of those paths is allowed to rank, then making the theme say so in the canonical, the internal links and the sitemap — consistently, at the scale of the whole catalogue.

• Pocari Sweat Plus · US launch
• Boy Smells Plus · D2C fragrance
• Mylands Plus · paint
• Tivoli Audio Plus · audio
• Industville lighting
• Cleva Vacmaster, LawnMaster

On Magento, faceted navigation is the whole job. Layered navigation multiplies: one category with six filters is thousands of crawlable URLs, and Magento will serve every one of them with a 200. Marvel Refrigeration’s index had reached 70,637 URLs against a catalogue a fraction of that size, and 99.7% of it was junk filter combinations. The second failure mode is quieter — a catalogue this size accumulates keyword overlap until your own URLs compete for the same query, which is what the U-Line work was about.

• Propper tactical apparel
• Labor Law Posters OnlineWorkWise Compliance
• U-LineMarvel Refrigeration

WordPress rarely has a crawl problem it chose on purpose. It has the one its plugin stack chose: tag and author archives nobody asked for, attachment pages, a search template that indexes itself, and hreflang delegated to whichever translation plugin was installed. Young’s is a multi-site build across a pub estate; Collegiate runs WPML across UK and EU markets. Both are cases where the template decides the outcome for hundreds of pages at once, which is also why a template-level fix moves so many rankings at the same time.

• The Celtic Collection hotels, Wales
• Young’s multi-site
• Collegiate AC WPML, UK + EU
• Lío Group venues
• Southbank Place property
• Voyatek public sector IT
• LEAD School edtech

Industrial catalogues have the opposite problem to fashion: the buyer searches a part number, and the product page has three lines of copy to rank with. Two storefronts for the same client, same category, different offerings — which makes the useful question not “how do we rank both” but which query belongs to which storefront before either of them is optimised.

• KH IndustriesAlert Reels

AEM is less a CMS problem than an organisational one. The stack is predictable — clientlibs, a DAM, dispatcher caching — and the constraint is that a single template change crosses four teams before it ships. The SEO work is written to survive that: specify once, in a form a developer can implement without a second conversation, and prioritise by what the dispatcher will actually let you change this quarter.

• Infosys IT services

On a React front end the ranking problem is usually rendering: the HTML a crawler receives is not the HTML a visitor receives, and nobody notices until a template ships without its content. Gupshup is a Next.js site with WordPress behind the blog, and the work there was hreflang architecture for a planned fifteen-market rollout — built so market pages did not end up competing with each other as new regions launched.

• Gupshup Next.js + WordPress
• Hilton London properties

Webflow ships fast and breaks quietly: a designer duplicates a page, a collection template loses its canonical, and a redirect lives in a panel nobody has opened for a year. Working in-house on a SaaS site is where I learned to treat the CMS as part of the SEO surface rather than someone else’s tool.

• iMocha skills-assessment SaaS