What does it take to move over 100 international websites and deliver hundreds of millions in lifetime value? On Performance SEO Unpacked, host Ruchi Pardal welcomes Paul Shapiro from Uber to share the story behind one of the most ambitious SEO projects in recent memory: Shopify’s ccTLD to subfolder migration.

Ruchi and Paul explore the mindset, measurement, and technical architecture needed to execute SEO at enterprise scale. From custom crawling infrastructure and SQL reporting to Python-driven automation and internal linking experiments, Paul offers a detailed, practical view into what makes technical SEO truly effective—or fail. They also challenge long-held industry myths around 404 errors, keyword-rich URLs, and the power (and pitfalls) of internal links.

If you’ve ever debated how much technical SEO still matters in a content-driven era, this episode makes the case for why it absolutely does.

👤 Guest Bio

Paul Shapiro is the Product Manager for the Web Intelligence Team at Uber. He previously led technical SEO at Shopify, where he spearheaded large-scale initiatives like international domain migrations. Known for pioneering the use of Python in SEO, Paul continues to work at the intersection of data science, engineering, and search.

Connect with Paul on LinkedIn

📌 What We Cover

• The SEO hypothesis that led to Shopify’s ccTLD-to-subfolder migration
• Testing frameworks, internal tools, and SQL-based reporting systems at Shopify
• Timeframes and tradeoffs of long-term enterprise SEO projects (6–12 months)
• The nuance of internal linking and why it can succeed—or completely fail
• Real-world myths debunked: keyword-based URLs and the obsession with 404s
• Why Python remains essential in technical SEO, from crawling to NLP
• Paul’s thoughts on AI’s role in writing MVP-ready code
• How a technical SEO background bridges gaps with dev and product teams
• Insights from organizing the first US-based technical SEO conference, Tech SEO Boost

🔗 Resources Mentioned

• Streamlit (Python framework for building web applications)
• Google Search Console (referenced for data analysis)

Resources:

ResultFirst: Visit for more SEO tips and strategies.

Connect with Ruchi Pardal on LinkedIn for a conversation about SEO

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