Live status of every task in the SEO action plan, with the measured state before work started and the result after.
Prepared for Mr Mateen · Prepared by Hassan Shahbaz
Baseline measured 27 August 2026 · Sections in scope: 2, 3, 4, 5, 7, 9, 11, 12, 13
Every figure below was read from the live site before any change was made. This is what the six month result gets measured against.
Full technical audit of assemblyvintage.com during September. The audit itself is complete, the fixes are what remains.
No baseline existed
358 products, 7 collections, 7 pages, 0 articles mapped. Full catalogue pulled and all 96 Murano products classified by type.
Bare category words. /collections/murano-lighting titled 'Lighting', /collections/lightning titled 'Lamps'. No location or category terms anywhere
Not yet recorded
Zero on all 7 collection pages. Product pages inconsistent, one at 323 chars, another empty
Not yet recorded
No H1 on any collection page. Homepage H1 exists but is empty
Not yet recorded
19 of 22 homepage images have no alt attribute at all
Full audit: the Shopify alt field is empty on 1,246 of 1,246 product images (100%). The theme falls back to the product title, so alt text exists in the HTML but describes nothing. Homepage remains the only place with genuinely missing alt.
Not yet measured
Measured: median product hero image 452 KB, largest 1.5 MB, 23 of 25 sampled over 300 KB. 325 of the catalogue's images are PNG, which is the wrong format for photography.
Not yet crawled
Not yet recorded
No redirect map exists
Map written for the four collection renames plus 8 product URLs. Shopify requires these to be created in Navigation, URL Redirects before any handle is edited.
/pages/lighting and /collections/murano-lighting both titled 'Lighting'
Confirmed. Also found 88 of 357 products carry under 120 characters of description, which is thin-content risk across a quarter of the catalogue.
Not yet measured
Not yet recorded
Homepage 191 KB of HTML with 80 script tags. Field data not yet pulled
Lab side of the picture is clear: image weight is the primary LCP risk, median 452 KB per hero image with PNGs in the mix. Search Console field data still needed.
Not yet reviewed
Not yet recorded
Present and valid. Blog sitemap contains the blog index and no articles
Not yet recorded
Product schema present on product pages
Not yet recorded
Organization present. No LocalBusiness anywhere, so the Al Quoz showroom is invisible to local search
Confirmed as a competitive gap: every retail competitor measured runs FurnitureStore or equivalent. Assembly is the only site in the set without it.
No BreadcrumbList on any template
Confirmed as a competitive gap: all four competitors measured have it.
Correct and self referencing on every page checked
Not yet recorded
No links from products back to collections or designers
Not yet recorded
The lighting collection sits on a URL spelt 'lightning'. Needs a redirect strategy, not a rename
Not yet recorded
All 357 products have vendor set to 'Assembly Vintage Concept Store' or 'assembly-vintage'. Not one carries its actual designer or manufacturer
Not yet recorded
The homepage has no H1 text and no content headings at all. It carries 313 words against 1,821 to 9,492 for the retail competitors, links to only 10 internal pages, and does not link to Murano at all. Everything here is specified and none of it changes the premium tone. Showroom address and phone were found on the contact page; opening hours are published nowhere.
'Assembly Vintage Concept Store', 30 chars, no category and no location. Every competitor names both
Written: 'Vintage Furniture & Collectible Design Dubai | Assembly', 55 characters.
299 chars so Google truncates half of it, reads as a keyword list, and contains the 'Wall Scones' misspelling on the most visited page of the site
Rewritten to 154 characters, misspelling removed.
H1 tag present but completely empty. The only headings on the whole page are 'Your cart' and 'Your cart is currently empty' from the cart drawer
H1 written, plus a full heading spine of seven H2s. The page currently has no content headings of any kind.
19 of 22 images have no alt attribute
Confirmed against the live page and cross-checked with the catalogue, where the alt field is unset on all 1,246 product images.
313 words against 1,821, 8,374 and 9,492 for the three retail competitors. Existing copy is good but sits in styled divs, not headings
Two existing blocks kept and promoted into real headings, four new blocks written for Murano, rugs, the collection and the showroom. Takes the page to roughly 550 words without changing the voice.
Only 10 internal collection and page links, and Murano is not one of them: 92 products, a quarter of the catalogue, with no route from the homepage
Link map written for 8 priority destinations. Confirmed that the nav already labels them 'Rugs' and 'Lamps' while pointing at /collections/tapestry and /collections/lightning, so the Section 4 renames align the URL with a label Assembly already uses.
Organization only, and its sameAs array holds seven empty strings alongside the two real profiles. No address, no phone, no hours
Full FurnitureStore JSON-LD written using the real Al Quoz address and phone from the contact page.
Not published anywhere on the site. A buyer cannot tell when they can visit a warehouse address
Not yet recorded
Eleven pages proposed, nine supported by the catalogue. The headline finding is that four categories already exist under names nobody searches: 65 Persian rugs on /collections/tapestry, 37 lights on /collections/lightning, 92 Murano products on a page titled 'Lighting', and 26 products titled 'scones'. Roughly 128 products, a third of the catalogue, cannot be found. Fixing that requires renames and 301s, not new content.
Does not exist. 138 products would populate it
Specified in full. The primary search for the whole business has no page today.
/collections/seating holds 119 products, the largest collection on the site. No H1, no meta description, titled 'Seating'
Specified as an upgrade in place, keeping the URL.
/collections/lightning, misspelt URL, 37 products. The other 92 lighting pieces sit under Murano and are disconnected from it
Specified, including the 301 and the parent relationship to the Murano hub.
/collections/murano-lighting, 92 products, titled 'Lighting', no H1
Specified in the Murano build pack.
Does not exist. 47 products confirmed
Specified in the Murano build pack.
Does not exist. 149 products, the largest coherent theme in the catalogue
Specified. Becomes the natural parent for the five designer pages.
Does not exist. 36 products match on description but no product title uses the phrase
Not yet recorded
Does not exist. Only 15 products, 3 in titles
Not yet recorded
Exists as /collections/tapestry holding 65 Persian rugs. 63 titles say Carpet, 51 say Persian, none say rug or tapestry
Specified as /collections/vintage-persian-rugs with a 301. The costliest naming error on the site.
Does not exist. The phrase appears nowhere on the site despite being one of the ten core searches
Specified as a positioning page at /pages/collectible-design.
Split across /collections/artwork (28) and /collections/decorative-objects (8)
Specified as a single 36 product category with 301s from both.
No redirects exist. Shopify does not create them automatically when a handle changes
Map written: tapestry, lightning, artwork and decorative-objects, plus 8 scone product URLs.
8 products. Recommend folding into Vintage Furniture Dubai until stock grows
Not yet recorded
Ten designer pages were proposed. Catalogue analysis shows only four have enough inventory to rank: Cassina (16), Knoll (15), Le Corbusier/Jeanneret/Perriand (9) and Mario Bellini (4), alongside Mazzega (18) which came out of the Murano work. De Sede and Vico Magistretti have zero products. Eames, Gae Aulenti, Afra & Tobia Scarpa and Poltronova have one to three each, which is not enough to justify a page. A page with no stock behind it cannot rank and dilutes the rest of the site.
4 products reference Bellini, 1 in a title
Inventory confirmed sufficient. Page to be specified using the Mazzega template.
16 products reference Cassina, 8 in the title. One of only three names with real depth
Inventory confirmed sufficient. Page to be specified using the Mazzega template.
Only 2 products reference Eames
Not yet recorded
15 products reference Knoll, 10 in the title. One of only three names with real depth
Inventory confirmed sufficient. Page to be specified using the Mazzega template.
Only 2 products, none in a title
Not yet recorded
3 products
Not yet recorded
ZERO products in the catalogue
Not yet recorded
ZERO products in the catalogue
Not yet recorded
9 products across the three names, none in a title
Inventory confirmed sufficient. Page to be specified using the Mazzega template.
Only 1 product
Not yet recorded
Did not exist. 18 pieces in the catalogue, the deepest single maker on the site
Fully specified in the Murano build pack. Becomes the template for the other designer pages.
Every product says 'Assembly Vintage Concept Store'. Designer collections cannot be automated and Google receives the wrong brand
Not yet recorded
The strongest opportunity on the site and the only one already proven by data. All 96 Murano products have been analysed and every page is specified to the field in the Murano build pack. Two changes to the plan came out of that analysis: there are zero Murano floor lamps and only two table lamps, while wall sconces (35 products) were missing from the plan entirely. Building is blocked on Shopify access.
Nearest is /collections/murano-lighting, titled 'Lighting', no H1, no meta description
Page fully specified: title, meta description, H1, opening copy, structure, internal links and schema all written. Ready to paste on Shopify access.
Does not exist
Specified. 47 products confirmed in the catalogue to populate it.
Does not exist. Catalogue analysis found only 2 Murano table lamps
Not yet recorded
Does not exist. Catalogue analysis found ZERO Murano floor lamps
Not yet recorded
Does not exist
Specified. 19 products confirmed.
Does not exist
Specified, including which technique sections link to which live products.
Does not exist
Specified. Depends on Assembly supplying detail photography of labels and markings.
Does not exist
Specified.
No product links to a Murano collection or guide. Also 95 of 96 have an empty product_type, so automated collections cannot be built
Not yet recorded
Does not exist. 35 products found in the catalogue, the second largest Murano segment and absent from the original plan
Specified in full.
Does not exist. 18 Mazzega pieces in the catalogue
Specified. Doubles as the first Section 5 designer page and the template for the other nine.
26 products titled 'wall scones'. 18 need no URL change, 8 have 'scone' in the handle and need a 301
Not yet recorded
95 of 96 have an empty product_type and almost no tags, which blocks automated collections, filtering and the Shopping feed
Not yet recorded
The plan requires original photography, markings, labels, restoration examples and pieces Assembly has actually handled. These are client side dependencies, not tasks Hassan can complete alone. Each one blocks Sections 4, 5 and 7.
Not yet granted
Not yet recorded
Not yet supplied
Not yet recorded
Not yet supplied
Not yet recorded
Not yet scheduled
Not yet recorded
Not yet supplied
Not yet recorded
Not yet granted. Blocks every technical fix in Section 2
Not yet recorded
This is not really a social section. Clarity shows 72% of all site traffic arrives through the Instagram and Facebook in-app browsers, so where posts land decides how the whole site performs. Instagram reached 246,423 people and sent 7,511 clicks last period, and those clicks arrive on collection pages with no H1 and no meta description. The 21.6% quick back click rate in the June report is the visible symptom. No new pages are needed here, only pointing the traffic at the pages already specified.
No mapping exists
Six recurring subjects mapped, each taken from a named ad set in the two Meta reports rather than guessed: Murano and alabaster, Persian rugs, statement seating and the Platner Pair, made to order Murano, named designers, and mood content. Every one has its current landing page and its proposed destination recorded.
Posts link to the generic store. The Murano collection is titled 'Lighting', has no H1 and no meta description, and is not linked from the homepage at all
Destination specified in the Murano build pack. Routing decided.
No designer page exists, so a post naming Mazzega, Platner or Cassina has nowhere to send anyone
Five designer pages specified in Section 5. Routing decided.
A single link and no link in bio service in use. Every post, whatever its subject, sends people to the same place
Proposed as an on-site routing page at /pages/shop listing the six priority destinations, so the session and the analytics stay on assemblyvintage.com rather than going to Linktree.
Does not exist. All Instagram traffic funnels through one undifferentiated link
Specified: six priority destinations with images, hosted on site rather than Linktree.
21.6% of sessions are quick back clicks, flagged in June as ad to landing page mismatch. Nothing has been done about it since
Adopted as the success measure for this section. It is visible in Clarity immediately and does not require waiting for rankings.
One page dashboard by the 5th of each month. The measurement layer already exists: GA4, Clarity and Search Console were installed during the paid media engagement.
Installed during the paid media engagement, not yet verified for SEO reporting
Not yet recorded
No organic baseline recorded
Not yet recorded
Not set up
Not yet recorded
Not set up
Not yet recorded
Not tracked. The click to WhatsApp conversion on Google is still unfinished
Not yet recorded
Impossible today. Assembly closes sales offline and no showroom feedback loop exists
Not yet recorded
Due by 5 October 2026
Not yet recorded
Three kinds of competitor, only one worth fighting. The direct vintage rivals are not doing SEO at all: The Odd Piece, the closest match in positioning, has no H1, no structured data and 154 words on its homepage. The modern furniture retailers are properly built and will keep taking generic Dubai searches. The global marketplaces dominate product terms. Assembly's opening is the intersection none of them serve: period originals, named makers and techniques, and a showroom that can be visited this week.
No competitor set defined
Set defined and split into three tiers: direct vintage rivals (The Odd Piece, Garderobe), modern furniture retailers (ebarza, WS Living, The Wood of Arts) and global marketplaces (1stDibs, Nazmiyal, Nejad, originalmuranoglass.com).
No baseline
Structural baseline complete: title, meta, H1, schema, homepage word count and blog status measured on every competitor site. Ranking positions still need a UAE located check.
Not tracked
Not yet recorded
Not yet analysed
Six gaps identified and ordered. Every retail competitor runs FurnitureStore or equivalent schema plus BreadcrumbList; Assembly runs Organization only. Two run FAQPage. All three publish; Assembly has zero articles. Assembly's homepage carries 313 words against 8,374 and 9,492.
No position data exists for any core search
Not yet recorded
Realistic on designer and long tail terms. Head terms such as 'vintage furniture Dubai' are unlikely inside six months from this base
Blocked on provenance and photography input
Four are upgrades, seven are new builds
Capture the baseline before any changes ship, or the increase cannot be proven