Luna Fashion House: the fixes we made on a Shopify store, and what Google Analytics recorded
Luna Fashion House is a womenswear label handcrafted in Europe that sells on Shopify at lunafashionhouse.com. In the store's Google Analytics, organic search visits grew every month from May to September 2026. AI assistants went from sending no identified visits in May to sending visits every week by September. Paid search stayed flat the whole time.
I am Margareta Petrovic, President for the USA of Luna Fashion House, so this is a store I work for. We diagnosed it with the Visibility Mesh engine and made the fixes ourselves. We read the store's Google Analytics on September 27, 2026, and we put a date on every fix below.
Where the store started
May 2026 is our baseline month. Google Analytics recorded organic and paid search visits for the store that month, and no visits from AI assistants at all.
By July the structured data was in good shape. When we read the raw HTML on July 9, 2026, it carried connected markup for the organization and the brand. Each product page carried product markup with its offers and FAQs.
We first scanned lunafashionhouse.com on August 23, 2026. It already sat in the Leading band, the top band of our score.
What was still wrong
In June 2026 the gaps sat in the catalog data. Many products had no occasion or use case tags, many had no Google product category, and several blog articles printed broken HowTo markup.
By August, a score in the Leading band still hid several problems. None of them was missing schema.
Several fields in the product markup printed the name of a Shopify code object instead of its value. A machine that read a product's color got the word MetaobjectListDrop. No Luna customer has asked for a coat in that color yet.
On September 15, 2026, we found that the Emma coat page contradicted itself on sizing and care. A scan of every active product found the same care problem across most of the catalog. On those pages the care field said a garment was both hand washable and dry clean only.
The theme printed the store logo as the main heading on every page. On the August 23 scan, every sampled page had the logo as its main heading. The real title of each product, collection or article sat a level down.
On the blog, many article bodies had broken character encoding, and some SEO descriptions stopped in the middle of a sentence.
In Google Merchant Center, some products had no color and some images were too large. An item in the feed was not a product at all. The feeds for Germany and the United Kingdom had no approved offers, and their shipping costs were missing.
What we concluded
In July 2026 we concluded that more schema would not move this store much. The next gains would come from content that answers what shoppers ask AI assistants. Other websites confirming who Luna is would help too. The scans from August onward added a second job. We had to correct what contradicted itself and repair the theme and the blog.
What we changed, and when
| Date | What we changed | How we checked it |
|---|---|---|
| June 17, 2026 | We tagged the products that had no occasion or use case, filled the Google product category from each product's Shopify category, and normalized the taxonomy values those fields share. | A store export the same day showed every tag and category in place, and we found no malformed values. |
| June 17, 2026 | We linked related and complementary products across the catalog. We also put SEO titles and descriptions into the fields the theme renders. | Store exports that day showed product links and a rendered SEO title and description on every active apparel product. |
| June 17, 2026 | On the blog we mirrored visible FAQs into markup, fixed broken HowTo markup and removed FAQ markup from articles that showed no FAQ. A copy wave added alt text, summaries, tags and SEO titles. | Store exports that day showed every change in place. Nothing else was overwritten. |
| June 17, 2026 | We filled product fields the theme prints: search terms, subheaders, and fabric and care text. | A store export that night showed every value in place. |
| June 18, 2026 | We wrote intro copy and FAQs for the skirts collection and pointed the canonical of the jackets collection to blazers. We also moved page SEO titles and descriptions into the fields the theme renders. | An export showed the skirts copy in place. We read the canonical and the page titles on the live store on September 27, 2026. |
| June 18 and 19, 2026 | We created occasion collections for cocktail, resort, holiday season and milestone birthday dressing, and synced the occasion tags that fill them. We also rebuilt the main navigation. | Store exports on June 19 showed the collections, their tags and the full live menu. |
| July 2026 | We gave the product variants valid retail barcodes registered to the brand's own company prefix. | On September 27, 2026, every variant we sampled on the live product pages carried one. |
| August 11, 2026 | We fixed the markup fields so they print real values. We also added the store's Wolf & Badger and Not Just A Label listings to the Organization and Brand markup. | We read the live markup on the product pages and the home page and found no code object names left. |
| September 15 and 16, 2026 | We rewrote fit and care details from the source fields and corrected the contradictory care value wherever it appeared. | We checked every active product page live. |
| September 16, 2026 | In Merchant Center we added the missing colors and replaced the oversized images. We also removed the item that was not a product and added shipping costs for Germany and the United Kingdom. | The Merchant API showed approved offers in both feeds, where there had been none. |
| September 17, 2026 | We wrote a series of long styling articles for the store's blog. | The articles are scheduled to publish one at a time through October 19, 2026. |
| September 18, 2026 | We gave every page type a main heading that matches its real title. | A rescan the same day found no page with the logo as its main heading, where the August 23 scan had found it on every sampled page. |
| September 19, 2026 | We repaired the broken article bodies and completed the cut SEO descriptions. We also gave images alt text and added CollectionPage and BreadcrumbList markup to the blog index. | We counted the fixes through the Shopify Admin API. Rescans that day placed the store in the Leading band. |
How long it took
The dated work ran from June 17 to September 19, 2026. Most of it came in bursts. The foundation work went live from June 17 to June 19, and the later fixes went live from September 15 to September 19.
How we checked the work
We checked each fix on the live store. We rescanned the site the day the heading fix shipped. We counted the encoding and description fixes through the Shopify Admin API. The API found more problems than the first audit sample had shown.
On September 19, 2026, our rescans placed lunafashionhouse.com in the Leading band, the top band of our score. We pulled the store's Google Analytics twice, independently, and both pulls matched.
The readings at thirty, sixty and ninety days
The last fixes went live on September 18 and 19, 2026, and we wrote this page about a week later. That is too early to read their effect. We will add what changed at thirty, sixty and ninety days, on October 19, November 18 and December 18, 2026.
Search, AI, authority and sales
Search
Organic search visits grew every month from May to September 2026. The climb started in earnest in July, in the weeks after the June foundation work. That is a match in timing. We claim nothing more for it.
AI assistants
Google Analytics identified no AI assistant visits in May 2026. The channel first recorded visits in June. By September, AI assistants sent the store visits every week.
Authority
Since August 11, 2026, the Organization and Brand markup has linked to the store's listings on Wolf & Badger and Not Just A Label. Both are independent marketplaces. A crawler that follows those links finds Luna described on sites the store does not control.
Sales
Luna's orders are recorded in Shopify, and Google Analytics does not record all of them. This case study reports traffic. It makes no claim about sales.
Paid traffic
The organic and AI growth on this page came through channels nobody bills per click. Paid search stayed flat every month. Paid social campaigns ran from August 2026. Those visits sit in the paid channels of Google Analytics, and nothing above counts them.
What this case study cannot tell you
This page shows what happened while the work went on, but it cannot prove the work caused it.
Luna sells coats, and people start searching for coats in the fall. Some of the September rise may be seasonal. Paid social also ran from August. When someone sees an ad and later searches for the brand, Google Analytics counts that search as an organic visit.
The search trend comes from organic sessions in Google Analytics. We did not use Search Console clicks, impressions or rankings here.
We left direct traffic out. A burst of direct visits on September 19 and 20, 2026 spread thinly across many pages, and the pattern looks automated.
The August 23 scan read mostly product pages, and the September scans read mostly blog articles. So we report the band and do not compare category scores between them.
Luna does not publish its own traffic numbers, so this page gives the direction and the dates instead of counts.
If your store has problems like these, tell us what is not working.
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