Engineering Portfolio & Case Studies

Building Scalable SEO & Automations for Ecommerce

I'm Niccolò Colombini, a Technical SEO Specialist and Automation Engineer based in Italy. I build production-grade Python pipelines, manage 80,000+ product catalogs on Shopify, and research how AI search engines (GEO/AEO) index technical web entities.

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80K+

SKUs in Live Production

31.2M

12M Search Impressions

50K+

Products Auto-Localized

Retail Stores in Local SEO

Featured Work

Production Case Studies & Systems

LookerOnline (Eyewear Ecommerce) 2023 – Present

Automating an 80,000+ SKU Catalog & Technical SEO at Scale

Engineered an end-to-end Python, Pandas, and Matrixify pipeline syncing 11 external suppliers with dynamic margin algorithms, automated SEO metadata updates, and daily disaster-recovery snapshots across a multi-language Shopify store.

80K+ Live SKUs Managed

31.2M 12-Month Search Impressions

174K+ Organic Clicks

11 Supplier Feeds Synchronized

Architecture & Key Implementations

Built surgical update algorithms with Pandas: zero unnecessary full-catalog rewrites, only targeting items with changed stock, cost, or missing SEO tags.
Architected a 2-tier backup strategy: Daily "Safety Backup" (essential sync attributes) and Weekly "Golden Backup" in SQL for historical integrity.
Automated pricing engine with brand-specific threshold margins and contractual discount rules (`apply_discount_or_margin`).
Set up zero-touch orchestration: NAS cron jobs → SFTP delivery → automated scheduled Matrixify imports.

Tech Stack

PythonPandasShopify REST/GraphQLMatrixifySFTP/NASScreaming Frog

LookerOnline Global Markets 2024

Multi-Language Store Localization Without 3rd-Party App Bloat

Overcame Shopify Translate & Adapt’s hard limit of 2 auto-translated languages by developing a custom Python translation pipeline handling 50,000+ products across 6 languages with automated metafield and filter support.

50K+ Products Auto-Translated

6 Global Languages

0 Heavy App Dependencies

100% API-Driven Automation

Architecture & Key Implementations

Eliminated monthly SaaS app fees and heavy frontend script tags, improving Time to First Byte (TTFB) and page speed.
Engineered compartmentalized translation batches: Collections, Metafields, Product descriptions, and Filter tags.
Preserved structured data consistency across all localized subfolders and hreflang setups.

Tech Stack

PythonShopify Admin APITranslate APIsJSON/MetafieldsPandas

Open Source / LookerOnline 2026

Shopify Storage Audit: Uncovering Real File Storage Via GraphQL API

Developed an open-source GraphQL CLI tool to calculate exact file storage consumption on Shopify stores when plans hit storage caps. Proved that unmanaged image histories on active products were the root cause rather than orphaned files.

303 GB Storage Audited

441K+ Files Analyzed

GraphQL Bulk Operations API

100% Open Source (MIT)

Architecture & Key Implementations

Wrote high-throughput GraphQL queries using Shopify Bulk Operations to paginate over half a million media records.
Discovered that repeated product image re-imports on live products created duplicate file nodes without deleting obsolete versions.
Released the standalone tool on GitHub with full documentation for Shopify developers and agencies.

Tech Stack

PythonShopify GraphQL Admin APIBulk OperationsCLI Tool

Technical SEO Infrastructure 2026

Data-Driven 301 Redirect Cleanup with Google Search Console API

Designed a risk-free framework to safely purge tens of thousands of accumulated redirect rules in Shopify using GSC Search Analytics API impressions, preventing 404 traffic drops and server redirect chain latency.

10K+ Redirects Evaluated

GSC API Verified Traffic Data

0 Organic Traffic Loss

<100ms Routing Latency Saved

Architecture & Key Implementations

Cross-referenced Shopify URL redirect logs with 16 months of Google Search Console query & impression data.
Isolated high-value redirects from dead legacy patterns, archiving obsolete entries safely.
Validated zero-impact on key ranking URLs via automated status code crawls.

Tech Stack

Google Search Console APIPythonPandasHTTP Status Auditing

Bottega Ottica Colombini 2023 – Present

Local SEO & Interconnected JSON-LD Architecture for 13 Retail Stores

Implemented a comprehensive multi-location Local SEO strategy and connected Schema.org JSON-LD architecture (Organization + Optician + LocalBusiness) across 13 physical optical retail stores throughout Italy.

13 Physical Store Locations

JSON-LD Entity-Connected Schemas

Top 3 Local Pack Visibility

100% Google Business Profile Sync

Architecture & Key Implementations

Constructed nested JSON-LD graphs linking parent corporate organization to individual branch entities (`subOrganization`, `department`, `hasPOS`).
Standardized NAP (Name, Address, Phone), opening hours, and localized optometric service categories.
Boosted organic foot traffic inquiries and local map pack rankings for target Italian regions.

Tech Stack

Schema.orgJSON-LDGoogle Business ProfileLocal SEORank Tracking

Core Competencies

Technical Capabilities

Technical SEO & Crawl Optimization

Large ecommerce catalog indexing, faceted navigation control, redirect architectures, canonical tag strategies, and log analysis.

Shopify & Catalog Automation

High-volume catalog synchronization, Matrixify workflows, Shopify GraphQL & REST Admin APIs, Bulk Operations, and custom script tooling.

Python for SEO & Data Engineering

Pandas for big datasets, GSC API extraction, web scraping, custom translation pipelines, and automated report generation.

AI Search & GEO / AEO

Semantic URL optimization as LLM pre-context, root llms.txt deployment via Cloudflare Workers, and multi-model search comparison tests.

Advanced Structured Data (Schema.org)

Complex entity graphs, multi-location LocalBusiness JSON-LD, BlogPosting, TechArticle, and rich snippet optimization.

Performance & Fast Jamstack

Astro, minimal CSS architectures, Cloudflare Workers reverse-proxying, and serverless edge delivery.

Let's Discuss Technical SEO & Automation

Whether you're managing tens of thousands of SKUs, debugging crawl budgets, or looking to build custom API pipelines, feel free to reach out.

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