01
Technical SEO
Audits that go beyond running Screaming Frog. We understand how Shopify specifically creates technical problems and how to solve them within the platform’s constraints. /technical-seo
ABOUT · HOLLOW POINT/ about
Hollow Point isn’t an agency.
It’s an operating company that happens to also do consulting.
We run our own multi-£m Shopify Plus business. The engineering and SEO work we sell to clients was built and tested on our own catalogue first. When we ship something to a client, we already know it works — it's been running in our shop for months.
UK + UAEWhere we operatesmall team
£1M+Typical client revenue floorShopify Plus
8–12 wksAI engineering engagement lengthfixed scope
DailyOur team writes Liquidin-house, hands-on
§ 00 — OPERATOR BRIEF
STRUCTURE
Operating company + consultancy
TEAM SHAPE
Small, senior, no juniors-on-clients
WORK MODEL
Fixed-scope engagements, no billed hours
CAPACITY
Limited engagements at a time
BASED
Birmingham (UK) + Dubai (UAE)
CLIENT FILTER
Shopify Plus, £1M+ annual revenue
§ 01 — WHO WE ARE
Two service lines. Peers, not a funnel.
We’re a small UK and UAE consultancy with two service lines that operate as peers, not as one funnel into the other. Shopify Plus and SEO covers technical SEO, Shopify development, theme work, speed optimisation, and Plus migrations — the engineering is in-house and we write Liquid daily.
AI engineering covers custom Claude agents, MCP servers and Claude Code skills for stores with operational complexity worth solving. Newer service line. The most differentiated thing we do.
The reason we can run this way is that we're operators ourselves. Our team writes Liquid code every day. We understand how Shopify handles data, URLs, and all the technical quirks that affect search rankings. When we identify an SEO problem, we can usually fix it ourselves rather than sending you a document full of recommendations and hoping your developers figure it out. The same applies to AI engineering — we built the stack on our own store first, and we know where it works, where it doesn't, and how long each part took to get right.
We don’t sell hours. We sell fixed-scope engagements with defined deliverables and a fixed price agreed before any work starts. We take on a limited number of engagements at any time, primarily Shopify Plus stores doing £1M+ annually. The trade-off — less capacity than a 50-person agency — is real, but it’s the right trade for the kind of work we do.
§ 02 — WHAT WE ACTUALLY DO
Five service lines, one operator stack.
We work with Shopify Plus stores generating significant revenue — typically over a million pounds annually. At this level, the problems are more complex and the stakes are higher.
02
Performance optimisation
Site speed and Core Web Vitals aren’t just about rankings — they directly affect conversion rates. We optimise at the code level, not just with surface-level fixes. /speed-optimization
03
Ecommerce SEO
Category page strategy, product optimisation, content that supports sales rather than just generating traffic. The unique challenges of large-catalogue SEO. /ecommerce-seo
04
Shopify development
Custom Liquid work, theme modifications, integrations. When off-the-shelf solutions don’t fit, we build what you need. /shopify-development
05
AI engineering
Custom Claude agents, MCP servers, Claude Code skills. The same stack we run our own Shopify Plus store with, deployed to clients in fixed-scope 8–12 week embedded engagements. /ai-engineering
§ 03 — WHY SHOPIFY PLUS
Specialisation over generalist coverage.
We could work with any platform. Plenty of agencies do. But specialisation means we're actually good at what we do rather than mediocre at everything.
By focusing exclusively on Plus stores, we've encountered most problems before. We know what works and what doesn't. We're not learning on your site.
plus.features
→checkout.liquid customisation→Script Editor — pricing + shipping→Shopify Functions + Flow→Multiple expansion stores→Higher API limits — used properly→Launchpad + B2B catalogue
§ 04 — HOW WE WORK
Operating principles, not slogans.
01
Direct access.
When you work with us, you talk to the people doing the actual work. No account managers translating requirements through layers.
02
Honest assessment.
If we don’t think we can help, we’ll tell you. We’d rather turn away work than take on projects where we can’t deliver results.
03
Results over activity.
We measure success by traffic and revenue growth, not by how many reports we send or how many keywords we track.
04
No long contracts.
We don’t lock clients into year-long agreements. Our work speaks for itself. Rolling monthly, cancel anytime.
05
Quality over quantity.
We take on fewer clients and do better work. Volume doesn’t interest us.
06
Clarity over complexity.
We explain things in plain language. Technical jargon impresses nobody and helps nothing.
§ 05 — THE TEAM
Small, intentionally.
We're a small team based across Birmingham (UK) and Dubai (UAE). Small is intentional — it means senior people work on every project, not juniors supervised by senior staff.
Everyone on the team has deep Shopify experience. Our developers understand SEO implications of code changes. Our SEO people can read Liquid code and understand what it’s doing. This crossover is rare — and it’s why we can solve problems other agencies identify but can’t fix.
hollowpoint.io / contact
operator@hollowpoint:~$cat next-step.txt
Get in touch.
If your Shopify Plus store could benefit from proper technical SEO, development or AI engineering work, we'd be happy to have a conversation about whether we can help.