Scriveiner's Shopify storefront uses sub-directory international expansion (e.g. /en-gb/, /en-us/, /de/). A full hreflang audit revealed mismatched return tags — the US pages pointed back to the UK root, and the German market had orphaned hreflang nodes with no x-default declaration.

The fix involved implementing a complete self-referencing hreflang cluster across all PDPs, collection pages, and the homepage — with correct x-default pointing to the root international URL.

Each Scriveiner PDP was audited for keyword coverage, semantic depth, and conversion copy quality. Thin pages averaging 80–120 words were rebuilt with structured content blocks covering: product differentiation, material specifications, nib/refill details, gifting use cases, and comparison anchors.

Target keywords integrated across titles, H2s, alt text, and body copy included: luxury fountain pen, brass ballpoint pen, German Schmidt nib pen, fountain pen gift set, affordable luxury writing pen, rollerball pen for professionals, and country-specific variants for US and DE markets.

A complete structured data layer was built and deployed across the site. Schema types implemented include Product (with AggregateRating, Offers, and brand), FAQPage on PDPs, BreadcrumbList, and Organization with sameAs social entities. This enabled rich results eligibility and AI citation discoverability.

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Scriveiner Classic Black Lacquer Fountain Pen",
  "brand": { "@type": "Brand", "name": "Scriveiner" },
  "description": "Brass fountain pen with 18k Schmidt nib, black lacquer finish...",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.9",
    "reviewCount": "1200"
  },
  "offers": {
    "@type": "Offer",
    "priceCurrency": "GBP",
    "availability": "https://schema.org/InStock"
  }
}

Generative Engine Optimisation (GEO) was a central workstream. Content was restructured to answer definitive question patterns common in AI search prompts: "What is the best affordable luxury fountain pen?", "What pens use Schmidt nibs?", "Best pen gift under £50 UK". Concise, factual answer blocks were embedded in PDPs and blog content to improve AI citation rates.

The results from Semrush's AI Visibility tracker confirm meaningful progress: an AI Visibility Score of 25, with 992 total mentions across AI platforms and 1.2K cited pages. ChatGPT alone generated 232 mentions across 554 cited pages.