A surf brand that's invisible for its own name.
Draft's Shopify store still tells Google it's called "My Store". Here are five revenue leaks hiding in plain sight, and the fixes.
https://draftsurf.co.uk ↗Every page on this store tells Google it's called "My Store". That's not a typo. That's the whole brand left in the box it shipped in.
Draft sells surfboards. Lovely. The problem is that Google has no idea who they are, because the store never told it.
I pulled the live HTML. No special tools, no login, no NDA. Everything below is sitting in the page source right now for anyone to read. That's the bit that stings: none of it is hidden. It's just been ignored.
UK WIDE STOCK BOARDS SHIP IN 24 HOURS SURF NOW, PAY LATER WITH AFTERPAY DRAFT UP. We aim to inspire and empower surfers worldwide by providing innovative, …
↑ Yes, really, this is the live result for "draft surf uk". The title is the untouched Shopify default, and that scrambled snippet is Google scraping your page text because you gave it no meta description.
5 WAYS THIS STORE LOSES MONEY.
The title tag still says "My Store"
The homepage title tag, the single most important on-page SEO signal, the blue clickable line in Google, is the untouched Shopify default: "My Store". And it cascades: /collections/all reads "Products – My Store", the collections page reads "Collections – My Store". The whole site, every page, named after a placeholder.
<title>My Store</title>
Search for "draft surfboards" and Google has nothing to bold, nothing to match, no brand to show. You are handing your own branded searches, the easiest wins on the internet, the people who already know your name, to anyone else who ranks. This is the single highest-leverage 30-second fix in ecommerce and it's been left undone.
Shopify admin → Online Store → Preferences → set the homepage title to something like "Draft, UK Surfboards". Then Online Store → Themes → check the title template propagates the brand to every collection and product.
Shared links look broken too
The Open Graph title, what shows when the link gets pasted into WhatsApp, Instagram DMs, Facebook, a text to a mate, is also "My Store". Every share, every influencer repost, every "check out this board" message renders as a grey box that says My Store.
<meta property="og:title" content="My Store">
Surf brands live and die on the share. A customer sends a product to their group chat and it arrives looking like a phishing link. That's free word-of-mouth distribution, the cheapest growth there is, actively making the brand look amateur every single time.
Fixing the title (Leak 1) fixes most of this. For per-product control, set the OG title in the theme's <head> or via an SEO app so shared products carry the product name + brand.
No meta description, Google writes your pitch for you
The homepage has no meta description at all. Empty. None.
<meta name="description"> not set
When you don't write the snippet under your search result, Google scrapes whatever text it can find and stitches together its own. So the one line that decides whether someone clicks you or the competitor below you is being written by a robot that doesn't care if you make the sale. You're letting the algorithm freestyle your sales pitch.
Add a 150-character homepage meta description that leads with the brand and the offer: who you are, what you sell, why click. Same Preferences screen as the title.
The H1 is empty
The homepage <h1>, the heading Google reads to understand what the page is about, renders with no text inside it.
<h1></h1> (present but empty)
The H1 is a top-tier on-page signal for what a page is. An empty one tells Google precisely nothing about the most important page on the site. You've left the loudest microphone on the page switched off.
Give the homepage a real, keyword-aware H1 in the theme, something a human and a crawler both understand, e.g. "Draft Surfboards, UK".
Images shipping with no alt text
Of 15 images on the homepage, 3 have missing or empty alt attributes, including hero imagery.
3 / 15 homepage images: alt missing or empty
Alt text is how you rank in Google Images (a real traffic source for a visual product), how screen-reader users navigate, and a small on-page relevance signal. Three blanks isn't a catastrophe, but it's the same root cause as everything else: a store set up and never finished.
Add descriptive alt text to product and hero images. In Shopify, edit each image's alt field; for theme assets, set alt in the section settings or Liquid.
None of this is a redesign. None of it costs money. It's an afternoon in the Shopify admin and the store goes from invisible to found. The brutal part isn't that Draft has these problems, it's that fixing them is this easy and they're still there, quietly costing sales every day they stay.
WANT THIS DONE TO YOUR STORE?
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