NOVOS

co-founder of NOVOS. We offer the full suite of SEO services for any eCommerce brand (Strategy, Technical, Content and PR link building).

Our team provides a tailored strategy for growth and is accountable for executing this strategy through technical consultancy, content production, and Digital PR backlinks. 

Technical strategy:
We're an experienced team working with Shopify, Magento, Big Commerce, Woocommerce and headless CMS'. 

Data led execution:
We also provide a wide range of Digital PR tactics to generate a solid, natural stream of backlinks to your domain. 

Check out our incredible case studies here: https://thisisnovos.com/case-studies/

People-led business:
We've grew from 2 people to 40+ in 3 years. In March 2022 we sold the business to the staff to become a people-led business. We put a huge emphasis on culture and supporting the team to grow. Read more on our about us page: https://thisisnovos.com/about-us/ follow my personal blog for more insights into employee ownership and our journey: https://theagnc.co.uk/

Who we partner with:
We focus purely on non-brand growth. Our ideal client is either 
1) a brand who's yet to bring SEO inhouse but wants to grow and scale in line with other channels or
2) a larger brand with SEO in-house but needs additional expertise on how to scale links + content for eCommerce brands. 

Drop me a message if you need any support.

Co-founder & Managing Director

TheLivingHouse

Our mission is to make interior design accessible to everyone.

My role is to accelerate the growth of the business + support the founders with their growth as the business grows.

Director/Investor

Forbes Agency Council

Mental Heath Group Leader

I write about my agency experiences and knowledge while also contributing to expert panels.
My profile is here: https://shorturl.at/dfitZ

Member and contributor 

Statement Group Ltd

Umbrella group for current and future brands

Founder

MADE.COM

International SEO manager; leading SEO across 6 markets as a team of 1.

Achieved over £20million non-brand SEO growth across UK, France, Germany, Netherlands, Spain and Nordics. 

Peak ranking highlights included number 1 rank for Sofas, Furniture, chairs, tables, sofa beds, canape. 

At the time, oversaw one of the largest SEO eCommerce migration to React Javascript.

After leaving Made.com in-house they became a client of ours at NOVOS
Industry case study available here: https://www.deepcrawl.com/case-studies/made-com/

SEO Manager (International)

Statement Accessories

Sourced 16 global designers each with unique and innovative story to mens accessories. Aim was to give mens accessories prominent visibility often lost by mass curation sites like Farfetch and Asos. 

Eventually closed down to focus all attention on digital marketing consultancy: statement.digital which became NOVOS.

BlueGlass

As Head of SEO and Team Lead for BlueGlass my primary role is to ensure the team is working towards our clients KPIs, performing to their maximum potential and providing a quality service to all clients. 

Managing a team of 5 achieving incredible results across Leisure, Finance, E-commerce and Motoring industries. Clients included:
- OKA
- Better Gyms
- Pottery Barn
- JD Sports
- RAC

Our success was highlighted by our work winning Best use of SEO in the Third Sector in the 2015 Search Awards, Best use of SEO in Retail in the 2016 Search Awards and the agency winning best content marketing agency 2016 at The Drum Awards.

My day to day responsibilities cover:
- Strategic consulting and support.
- SEO technical consulting and auditing.
- Content gaps, opportunities, strengths and content roadmaps.
- Team management and setting priorities.
- Setting and aligning content marketing efforts with our content manager.
- Outlining Digital PR priorities and objectives with our Digital PR specialists.
- Supporting and prioritising SEO technical actions and roadmaps with our SEO Execs.
- Reporting performance and results to clients.

Additional responsibilities include:
- Data and analysis for sales pitches and proposals.
- General account management duties.
- HR: Team catch ups, recruitment and setting career objectives.
- Budgeting with the team's project manager.
- Leading client meetings and calls.

Head of SEO

The focus of my role was to provide strategic direction to our clients content marketing campaigns. Through detailed planning, auditing and reporting I help to ensure KPIs are tracked throughout the duration of the campaign, which provide top-level insights 

Summary of role: 
- Simplifying large data into actionable roadmaps for clients
- Client reporting and auditing
- Technical SEO recommendations
- Client presentations and communications
- CRO and UX audits and insights

Search Strategist

Kurve Digital Marketing

A boutique digital marketing agency supporting a range of clients, from disruptive startups to international brands. Specialising in B2B marketing, specifically in the fin-tech sector. Through my diverse role, I developed experience and expertise in leading strategy and analytics across multi-channel performance marketing.

Produced award winning content - CSS Reel Award for innovation & creativity, a 'Special Kudos' award from CSS Design Award, and an honourable mention from Awwwards.com

Clients:
 Wonga International
 Nutmeg Investment
 Everline
 10MinuteWith
 Voiamo
 Market Invoice

Expertise with: Unbounce, Optimisely, LRT, AWR, GWT, Google Business Apps, Hubspot, Linkdex, Invision, Mockflow and SEMrush.

Paid & Creative Manager

Golley Slater

Client list involved; Mitsubishi Motors, HCC Welsh Lamb, Welsh Assembly Government and Offshore Wind Scotland

Account Executive (Intern)

My agency journey started when I realized I wasn’t being paid my worth. I created over £20m in non-brand growth for the company I worked for

Only to be rewarded with a £2k pay raise.

This changed my career path forever—I knew owning my own business was the only way to be paid my worth (and gain my freedom).

I started with a men's accessories website, which failed…

But taught me the skills I needed to become a successful freelancer.

I was taking so many clients I had to build an agency—which I co-founded with my business partner. But despite our experience, it wasn’t easy…

We’ve built our agency through Brexit, the pandemic, and both ends of the economic cycle. But we pushed through, and built NOVOS to a 40-member team in less than four years…

Which I ended up selling to back our staff while I stayed on as Managing Director.

I used the proceeds to invest in two other agencies, mentor new agency owners…

And even fulfill my dream of building a house in North London (all while becoming a dad).

These days, I’m focused on building my personal brand and transitioning to a coaching role. My goal is to inspire and guide the next generation of agency leaders.

And if that sounds good to you, give me a follow.

Samuel Hurley

Boardy

Connector

Ohad Michaeli Consulting

LimeSpot

Strategic Advisor

Depict

Blyp

Special consultant for product market fit and growth strategy.

Head of Partnerships & Sales

ReConvert

Marteam

Deputy project manager & environmental scientist for Hamifratz port in Haifa, Israel.
In charge of multiparameter monitoring, Production of executive & scientific reports for the regulator and day to day operations.

Project Manager

Ministry of Environmental Protection

Regional Project Manager

Reshet Yeruka NGO

Project manager & instructor

Straight-up strategies to boost your business's bottom line. No jargon, just results.

I help Shopify apps in the age of AI — 

Nail your positioning so users don't scroll past your app. 

Land more clients, find product-market fit, optimize you onboarding and UX funnels, optimize your app store listing to attract and convert more paying clients and create revenue generating pipelines to grow ARR.

Get a free audit for your app here: https://audit.ohadmichaeli.com

Grab my FREE IMPACT Strategy Framework Email course: https://impact.ohadmichaeli.com

Ohad Michaeli

Your App Store listing drives 90% of your installs.

But when was the last time you actually reviewed it?

If the answer is "a while ago," you are likely part of the 99% of listings leaving money on the table.

In my years of analyzing the marketplace, I see the same patterns killing conversion rates:

• Buried Value: The "why" is hidden in paragraph 4.
• Confusing Visuals: Screenshots that don't clearly explain the app.
• Missed SEO: Keywords missing from crucial spots.

**I'll audit your Shopify app listing for free (usually $250).**

Why free? Because I love helping fellow app founders and I want to see our ecosystem grow stronger.

Comment "Audit" below to claim one. 👇
(make sure we're connected)

Ohad Michaeli 🫧

Helping Shopify apps get more clients with the power of AI

No alternative text description for this image

I've audited 50+ Shopify app onboardings over the past 6 years.

The ones with 80%+ activation rates do something different in the first 60 seconds.

Users install while they're hot.

Intent decays fast. Every extra step is friction.

And every screen that isn't a win is wasted.

Here's what I see when I audit Shopify app onboarding:

• Feature tours that take 5 minutes
• Customization screens that ask 12 questions
• Settings menus before the user has seen ANY value

The user came in with a problem. You're giving them homework.

One-click activation beats feature tours every time.

Find your single highest-converting feature. The one thing that makes users go "oh, this actually works."

Make it activate in one click.

Hide everything else until that's done.

I know what you're thinking. "But what if they need to customize it first?"

They don't.

Cookie cutter defaults that work for 90% of users beat customization that confuses 100% of them.

Let them press the button. Clicking "Enable" feels empowering. Auto-activation doesn't. (Though honestly? Make the decision FOR them about what gets enabled.)

Focus beats options.

Your onboarding isn't a product tour. It's a countdown to the first win.

What's the ONE thing your app does that makes users stick around?

Is Shopify Sidekick going to make 90% of the App Store obsolete?

Shopify just rolled out 200 updates in their Renaissance Edition.

One feature has app founders asking me the same question.

AppGen lets merchants generate custom Shopify apps automatically. With text prompts. No coding.

The panic I'm seeing: "Is the App Store dead?"

Wrong question.

Where does value live now?

Think about what AppGen actually does.

It handles simple, one-off customizations. The stuff merchants used to hire developers for or search the App Store hoping to find.

That was never the valuable part of building a Shopify app anyway.

The valuable part is solving problems merchants don't know how to articulate. Building solutions they can't imagine. Creating workflows that require understanding their business better than they do.

AppGen can't do that.

Neither can Sidekick Pulse, even with its proactive scanning and campaign suggestions.

These tools make it easier for merchants to solve known problems. They democratize basic functionality.

But if your app's value prop is basic functionality, you've already lost.

The apps that will thrive are the ones solving problems merchants can't describe in a text prompt. The ones that required deep merchant interviews and workflow analysis.

(and yeah, understanding pain points that don't have obvious names yet)

Shopify is getting better at handling the simple stuff. Flow automations built with text prompts. Theme editing through conversation. Skills that let merchants share reusable workflows.

All of this pushes app developers upstream.

Away from "here's a feature you needed" and toward solving problems merchants don't even know they have yet.

AI didn't kill your positioning. 

You never had positioning. 

You had a feature pretending to be a business.

---

What's the first thought you had when you saw AppGen announced?

Two robed figures in midair reach toward each other amid clouds; one holds a pink coffee cup, a pink skateboard floats below. This is the cover of Shopify Editions 2026.

When's the last time you looked at your Shopify ads?

Not just logged in and checked spend. Actually looked at what's working and what's burning money.

If it's been more than 4-6 weeks, you're probably wasting cash right now.

I see this pattern all the time.

Founders set up a campaign. 
Get decent results early. 
Then forget about it.

Three months later they're confused why CAC jumped and conversions dropped.

Here's what's happening:
Shopify's algo doesn't care what worked last month. It recalculates constantly.

Your low performers are still eating budget. 
Your high performers could scale harder if you doubled down.
But nobody's looking.

The fix is simple.

Review every 2-4 weeks. 
Kill the dead weight. 
Double down on what converts.

Problem is, it's boring work.
Pulling reports. Comparing numbers. Making decisions. Implementing changes. Takes hours.

Most founders would rather do it manually than pay an agency $5K a month to send them homework.

I don't blame you. 
Agencies love sending 60-page decks nobody opens.

So I built something for myself.

AI agent that pulls campaign data and shows me what matters in under 15 minutes.

Been using it with a few founders ahead of BFCM. 
Works well. Saves time. CAC's down. That's about it.

I have bandwidth to help 2-3 more founders before EOY.
If you want to make sure you're not bleeding money until the biggest shopping weekend of the year, DM me.

But be honest with yourself first:

Do you have active Shopify ads running now?
Are you willing to kill campaigns that aren't working?
Can you implement changes fast?

If yes to all three, let's talk.

If not, fix your positioning first. Then run ads.

Nobody gives a crap about your ad if they don't understand what you're selling.

Most founders treat their app listing and ad strategy like separate projects.

Big mistake.

Your listing isn't a static page you set and forget. It's a live component of your ad system.

Here's what Shopify's algorithm actually does:

It uses your listing quality to determine ad relevancy for keywords.

Higher relevancy means lower bid costs.

Lower costs mean better unit economics.

Better economics mean you can scale without bleeding cash.

Simple math. Rarely understood.

——

Your listing has two jobs:

→ Get found (SEO)
→ Get installed (conversion)

Miss either one and the whole system breaks.

Think of it this way:

Your app name and bio are the hook.

Your screenshots and description are the pitch.

Your reviews and proof are the close.

It's a sales page. Not a product spec sheet.

When your listing converts well, your ads cost less.

When your ads send qualified traffic, your listing converts better.

That's not two strategies. That's one flywheel.

Stop optimizing in silos.

Build the loop.

—

👋 I'm Ohad.

I work with high-agency Shopify SaaS founders who want to grow without burning out, using AI and strategy to simplify, not complicate.

Follow me for more.

Repost this ♻️ if you found it useful.

You can post the same testimonial every 5 months.

Nobody will notice.

Your audience has goldfish memory.

90% of your followers don't see what you post anyway.

The 10% who do won't remember 3 months later.

Yet founders sit on great testimonials, afraid of being repetitive.

I've posted the same case study 3 times this year. Zero complaints.

Fear of repetition is killing your content output.

———

What I tell Shopify app founders:

Video testimonials are ready content. Already produced. Just post.

User reviews are goldfish-memory-proof. Post once a week. Nobody tracks your posting history.

20 testimonials = 20 weeks of content. Rotate and repeat.

For evergreen content, every 4-6 months is the sweet spot.

The more evergreen content you have, the better you can space it apart.

———

What's best to repost:

1) Testimonials and case studies. Results don't expire. A customer who saved 15 hours a week last year is still proof this year.

2) Strategy posts about core problems. If your app solves checkout issues, posts about checkout friction stay relevant.

3) Benefit-focused content. The value your app delivers doesn't change month to month.

———

Let your content work for you.

Got a massive blog? Start repurposing to short form posts, Substack, newsletter emails.

Keep refreshing your links to keep search engines engaged.

I put all my content in Claude Code and it helps me cook new ideas and repurpose old posts.

———

What's the your biggest challenge when it comes to content creation?

Most founders automate the wrong things.

They build fancy dashboards while forcing themselves through tasks that eat their soul.

I used to open Reddit for 15 minutes of content marketing. 

Three tabs later I'm reading a 47-comment thread about whether sourdough needs a second rise. 

Then another about the McFlurry machine conspiracy. 
Then I remember why I opened Reddit in the first place.

Two hours gone. Zero replies written. And I feel like absolute garbage.

——

I tried the discipline route. 

Scheduled Reddit time for 4pm when my brain supposedly had more willpower. Turns out 4pm brain has LESS willpower. So I just skipped it entirely and wondered why my engagement kept dropping.

Then I stopped trying to fix myself and built a system instead.

- An AI agent using Claude and n8n that scans Reddit daily for relevant marketing discussions. 
- Delivers 3 to 5 posts to my Slack each morning. 
- Each one scored for relevance. 
- Each one with a suggested reply I can edit in 30 seconds.

15 minutes of actual work instead of hours of digital quicksand.

The agent does the soul-draining part. 
The endless scrolling. 
The rabbit holes. 
The algorithm trying to keep me there.

I do the human part. The 30-second reply that actually helps someone.

——

Design systems around your actual behavior, not the person you wish you were.

Stop trying to discipline your way through tasks that a script can do better.

What repetitive tasks are you still doing manually because you think automation is too complicated?

taplio

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Samuel Hurley

Ohad Michaeli

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