1. Quick Overview
From my initial review, the biggest opportunities are around improving page performance and script loading, reducing third-party script overhead, strengthening category and brand pages for search, and improving internal linking between products, brands and guides.
The platform already has a good base, so most of the work here would be optimisation rather than rebuilding anything major.
2. Performance & Page Speed
High PriorityI ran a quick performance test on the homepage using GTmetrix from a London server location. Visually the page loads fairly quickly, however there is a noticeable amount of JavaScript execution which delays the page becoming fully interactive.
This is pretty common with Shopify stores where multiple apps inject scripts into the theme. A small reduction in scripts can often have a big impact on both user experience and mobile performance.
- Review installed Shopify apps and remove any not actively being used
- Defer non-essential scripts where possible
- Reduce heavy JavaScript bundles
- Optimise large images and hero banners
Performance snapshot (mobile vs desktop)
Mobile Performance
Desktop Performance
3. JavaScript & Script Overhead
High PriorityThe report shows roughly 1.8 - 2.1 seconds spent executing JavaScript, which is contributing to the blocking time on page load. This is likely coming from a mix of tracking scripts, affiliate tools, review widgets and marketing automation integrations.
These tools are valuable, but they can stack up quite quickly. In my experience with Shopify stores, doing a proper app audit and removing a few unnecessary scripts can reduce page load time quite a lot.
- Marketing tracking scripts
- Affiliate tools
- Review widgets
- Marketing automation integrations
4. Large Network Payload & DOM Size
The homepage currently loads roughly 4 - 4.9MB of assets, which is on the heavier side for mobile users. This can affect slower mobile connections and reduce engagement.
- Compress large images
- Remove unused JavaScript / CSS
- Optimise product and banner images
- Use lazy loading where appropriate
The site also loads roughly 6,100 DOM elements, which can make rendering slightly heavier for the browser.
- Layout calculations
- JavaScript execution
- Page rendering
This is not critical, but cleaning up some nested components in the theme could improve performance slightly.
5. Category & Brand Page Opportunities
One thing that stands out with the nicotine pouch market is how brand-driven the search demand is. Queries around brands like VELO, ZYN, PABLO and Nordic Spirit are likely to be very strong commercial searches.
The site already has brand pages, but they could be strengthened a bit more to capture these searches.
- Expand brand page descriptions
- Add more internal links between brand and product pages
- Include structured data where possible
6. Internal Linking
Medium PriorityInternal linking is one area where ecommerce sites can often gain quick improvements. Stronger linking helps distribute authority, improves product discovery, and gives Google clearer signals about what pages matter most.
- Link between related products
- Link between brands and categories
- Link informational content to product pages
7. Shopify App & Script Review
From a quick look at the network waterfall, there are a number of external services loading such as marketing pixels, consent management scripts, review widgets and tracking integrations. This is normal for ecommerce stores, but over time these tools can stack up and impact performance.
One of the first things I usually do when working on a Shopify site is review the installed apps and identify anything that could be simplified or replaced with theme functionality.
8. Category & Product Page Notes
Category pages
The category pages are well structured visually and make it easy for users to browse products. Filters for strength, flavour and format are useful for users who already know what they want.
One issue is that the product grid is quite long, which can increase page size and slow down load times slightly.
- Lazy load product images further down the page
- Ensure pagination or infinite scroll is implemented efficiently
- Reduce unnecessary scripts on product cards
Product pages
The product pages are well laid out and contain useful information such as flavour, strength, pouch format and specifications.
- Add slightly more descriptive product text for unique content
- Highlight key product attributes more clearly
- Ensure each product page has a unique meta title and description
Even small improvements to product content can help improve long-tail search visibility.
9. Product Schema & Related Products
Medium PriorityAnother area worth reviewing would be structured data on product pages. Adding or confirming proper product schema markup can help search engines understand product information such as price, availability, ratings and brand.
The related products area is already useful, but it could be expanded slightly by linking between similar flavours, different nicotine strengths and related brands.
10. 3-Month SEO & Technical Roadmap
Quick Fixes & Technical Foundations
- Conduct a full Shopify app audit and remove unnecessary scripts
- Implement script deferral for non-essential third-party tools
- Optimise large homepage and category images
- Review robots.txt and XML sitemap structure
- Confirm canonical tags on collection and product URLs
Structural Improvements
- Improve internal linking between brands, products and categories
- Implement or improve Product and Breadcrumb schema
- Improve category page structure and headings
- Strengthen brand landing pages for SEO visibility
- Improve pagination handling for large collections
Strategic SEO Projects
- Build strength-based category pages (6mg, 9mg, 12mg etc.)
- Support content cluster pages (guides and educational pages)
- Implement internal linking from informational content to product pages
- Review technical performance again after script optimisation
11. Key Metrics to Track
To measure the impact of the above improvements, I would track the following key metrics across the 3-month period.
Search Console
- Organic impressions
- Click-through rate
- Indexed pages
GA4
- Organic traffic
- Conversion rate from organic traffic
- Revenue attributed to organic search
PageSpeed / Core Web Vitals
- Largest Contentful Paint
- Total Blocking Time
- Interaction to Next Paint
12. Final Thoughts
Overall the Snus Vikings platform is in good shape and already has a strong ecommerce structure. The biggest opportunities are mainly optimisation based rather than rebuild based.
Because this market is very brand and strength driven, ensuring that brand pages, strength categories and flavour categories are clearly linked together can help capture a wider range of search queries and improve overall site structure.