How to do SEO for Shopify

Shopify SEO: The Ultimate Guide to Rank Your Store in 2023

The e-commerce landscape is a battlefield, and your Shopify store is your stronghold. To conquer the digital marketplace, you need more than just a well-fortified shop; you need visibility. That’s where Search Engine Optimization (SEO) steps in, a relentless force that, if wielded correctly, can catapult your Shopify store to the front lines of search engine results, right where the action happens. This is not your run-of-the-mill SEO chatter. Prepare to delve into a step-by-step strategy tailored for Shopify, infused with the kind of insider knowledge that can only come from the trenches.

What is Shopify SEO?

SEO for Shopify isn’t just about sprinkling keywords like fairy dust and hoping for magic. It’s a meticulous process of optimizing your online store so that search engines can find you, understand you, and present you to your potential customers. It’s about creating a seamless experience for both bots and humans, ensuring your store speaks the language of algorithms as fluently as it does the language of your clientele.

Why is SEO important for Shopify?

The importance of SEO for Shopify can’t be overstated. Imagine investing in a high street shop and then boarding up the windows. Absurd, right? Well, neglecting SEO is akin to that. Without SEO, your Shopify store is invisible to the throngs of potential customers. It’s not about traffic for the sake of traffic; it’s about targeted exposure, bringing in the right crowd who are ready to love and purchase your products.

How to do SEO for Shopify

Choose a good Shopify theme

The foundation of your Shopify SEO is your store’s theme. It’s not just about aesthetics; it’s about structure, speed, and responsiveness. I’ve seen many store owners get swayed by themes that are visually stunning but as slow as molasses when it comes to performance. Don’t make that mistake. Opt for themes that are optimized for SEO, with clean code and fast loading times. Your users and Google will thank you.

Optimize your Shopify store structure


Your store’s navigation is like a map for your customers and for search engines. It should be intuitive and straightforward. Complex navigation can confuse not just your customers but also the search engine crawlers, which can negatively impact your SEO.

URL structure

Keep your URL structure clean and consistent. Use keywords naturally, and avoid lengthy URLs filled with unnecessary parameters. Remember, if a human can’t read it, a search engine might struggle too.


Implementation of breadcrumbs isn’t just for fairy tales; it’s for user experience and SEO. Breadcrumbs enhance how users and search engines navigate your website, reinforcing the structure of your store.

Optimize your Shopify store speed

Speed is a ranking factor, and a slow store is the kiss of death for your SEO efforts. Use tools like Google’s PageSpeed Insights to analyze and improve your store’s loading times. Every second counts, and patience is a virtue that your customers likely don’t possess.

Use a secure domain (HTTPS)

Security isn’t optional; it’s mandatory. HTTPS is a trust signal for both users and search engines. If your store isn’t secure, not only are you risking your customers’ security, but you’re also likely being penalized by search engines.

Optimize your Shopify store for mobile

Mobile optimization is non-negotiable. With more than half of internet traffic shopping from their phones, your store needs to be as mobile-friendly as it is desktop-friendly. Google’s mobile-first indexing is not just a trend; it’s the norm.

Use a good Shopify SEO app

The right SEO app can make or break your optimization efforts. Look for apps that offer comprehensive features like keyword tracking, SEO issue identification, and automated optimization recommendations.

Optimize your product pages

Product titles

Your product titles should be descriptive, keyword-rich, and customer-friendly. They’re the first thing a potential customer sees, so make them count.

Product descriptions

The art of crafting compelling product descriptions lies in the balance between providing valuable information and seeding keywords naturally. It’s about seducing both the customer and the search engine.

Product images

Images can speak a thousand words, and they can also contribute to your SEO. Optimize your images with descriptive, keyword-rich file names and alt text.

Product videos

Videos can skyrocket user engagement, but they can also enhance your SEO. Make sure they’re high-quality, relevant, and tagged appropriately.

Product reviews

Product reviews are pure gold for SEO. They generate fresh, unique content and can improve your store’s credibility and search engine rankings.

Product variants

Handle product variants wisely. Each variant should have a distinct SKU, but avoid creating separate pages for each variant to prevent diluting your SEO efforts.

Product URLs

Optimize your product URLs by including the product name and relevant keywords. Avoid using auto-generated URLs filled with numbers and gibberish.

Product categories and tags

Categories and tags help organize your content and make it more discoverable to search engines. Use them wisely to create a clear hierarchy and enhance SEO.

Product metadata (title and description)

Your product metadata is a direct line to search engines. It’s your chance to pitch your product in a few characters, so make it enticing, informative, and keyword-optimized.

Optimize your blog posts and other content pages

Blog post titles

The titles of your blog posts should be click-worthy and SEO-friendly. They should pique interest while also incorporating targeted keywords.

Blog post URLs

Like product URLs, blog post URLs should be clean, descriptive, and include your primary keyword.

Blog post metadata (title and description)

The metadata for your blog posts is just as crucial as it is for your products. It helps search engines understand the content and context of your posts, so optimize it with care.

Use structured data (rich snippets)

Structured data is like a secret handshake with search engines. It’s a way to provide explicit clues about the meaning of a page’s content, enhancing your listings with rich snippets that can improve click-through rates.

Use Google Search Console to monitor your Shopify stores performance in search results

Google Search Console is your SEO dashboard. It’s where you can monitor your store’s performance, understand how people find you, and identify areas for improvement.

How to do keyword research for Shopify SEO

Keyword research is the compass that guides your SEO strategy. It’s not about stuffing your pages with high-volume keywords; it’s about understanding the language of your customers and finding the sweet spot between traffic and relevance.

How to do local SEO for Shopify stores

Local SEO is your local advantage. It’s about optimizing your store for the community around you. Claim your Google My Business listing, encourage local reviews, and ensure your local citations are accurate and consistent.

How to do international SEO for Shopify stores

International SEO is about thinking globally while acting locally. It’s about creating a geo-targeted approach to reach customers in different regions, considering language, currency, and cultural nuances.

How to do technical SEO for Shopify stores

Technical SEO is the nuts and bolts of your Shopify store’s SEO. It encompasses everything from site structure to schema markup to canonical tags. Neglect it, and you risk the stability and discoverability of your store.

How to do content marketing for Shopify stores

Content marketing is the heart of your SEO and the voice of your brand. It’s about creating valuable, relevant content that attracts, engages, and converts your audience. It’s not just about selling; it’s about starting a conversation.

In conclusion, SEO for Shopify is an ongoing battle, but it’s one you can win with the right strategy and tools. Remember, it’s not just about getting to the top; it’s about staying there. Keep your store optimized, your content fresh, and your customers engaged, and the search engines will take notice. Now, go forth and conquer the digital marketplace.

Common Questions

Who can benefit from SEO for a Shopify store?

Any Shopify store owner looking to improve their online visibility and drive more traffic to their website can benefit from SEO.

What are the key elements of SEO for a Shopify store?

Key elements include optimizing product descriptions, meta tags, URL structure, mobile responsiveness, and creating high-quality content.

How can I start doing SEO for my Shopify store?

You can start by conducting keyword research, optimizing product pages, improving site speed, and building quality backlinks to your Shopify store.

What if I don’t have time to do SEO for my Shopify store?

You can consider hiring an experienced SEO agency or freelancer to handle the optimization of your Shopify store and improve its online presence.

How long does it take to see results from SEO for a Shopify store?

It can take several months to start seeing significant results from SEO efforts for a Shopify store, as it depends on various factors such as competition and the level of optimization.

What if my Shopify store is in a highly competitive niche?

In a highly competitive niche, it’s important to focus on long-tail keywords, create valuable content, and continuously monitor and improve your SEO strategies to stay ahead of the competition.

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Xavier Berkness

Xavier Berkness is the President of PERC, a renowned Digital Marketing Company. With an impressive career spanning over two decades since 1996, Xavier has earned a reputation as a leader in the field of digital marketing. He has leveraged his deep understanding and expertise in building websites to author a highly-regarded book, 'Mastering On-Page Optimization - The Secret Sauce of an SEO System.' Xavier's impactful contributions to the industry have been recognized in a Star Tribune feature, where he was hailed as a 'Mover and Shaker.' Outside the professional realm, Xavier is a nature lover who cherishes time spent near the ocean. He continues to fuel his passion for digital marketing, relentlessly seeking new knowledge and strategies every day. His combination of professional prowess and personal charm make Xavier a trusted authority in the digital marketing industry.