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

Forget everything you’ve been told about the simplicity of e-commerce SEO up until now. When it comes to optimizing a Shopify store for search engines, the traditional advice barely scratches the surface. This comprehensive guide is designed to dive deep into the nuances of Shopify SEO, offering a blend of personal insights, expert opinions, and actionable strategies to not only improve your store’s organic search performance but to transform it into a customer magnet.

What you’ll learn about doing SEO for a Shopify store

By reading this article, you will learn:
– The importance of SEO for Shopify
– Steps to optimize your Shopify store for search engines
– How to do keyword research for Shopify SEO

What is Shopify SEO?

Shopify SEO is not just about inserting keywords into your content and hoping for the best. It’s an art and science, tailored specifically to the Shopify platform, aimed at enhancing your store’s visibility in search engine results pages (SERPs). This involves a meticulous process of optimizing your store’s structure, content, and technical elements to meet the ever-evolving algorithms of search engines like Google.

When I first ventured into optimizing my Shopify store, the results were underwhelming. The turning point came when I realized that Shopify, though SEO-friendly, requires a unique approach. It’s not just about the platform but understanding how search engines interact with it.

Why is SEO important for Shopify?

In today’s digital marketplace, visibility is currency. For Shopify store owners, SEO is the most cost-effective way to increase visibility without directly paying for it. Consider this: a vast majority of online experiences begin with a search engine. If your store doesn’t rank well, you’re invisible to a significant portion of your potential customer base.

A recent study highlighted that the first page of Google captures 71% of search traffic clicks. This statistic alone underscores the importance of SEO for Shopify stores. Ignoring SEO is akin to locking your storefront and throwing away the key.

How to do SEO for Shopify

Embarking on the Shopify SEO journey can seem daunting at first. However, with a structured approach, it becomes manageable and, dare I say, enjoyable. Let’s break it down step by step.

1. Choose a good Shopify theme

Selecting a good Shopify theme is foundational to your SEO efforts. Themes that are optimized for speed, mobile responsiveness, and are structured well for SEO can give you a significant head start.

From personal experience, I’ve found that not all themes are created equal. A theme that loaded quickly and seamlessly integrated with SEO apps made a noticeable difference in my store’s performance.

2. Optimize your Shopify store structure

A well-organized store is not just aesthetically pleasing; it’s a cornerstone of effective SEO. Here’s how to nail it:


Intuitive navigation doesn’t just improve user experience; it helps search engines understand and rank your store. Think of your navigation as a roadmap for both users and search engine crawlers.

URL structure

Keeping your URL structure clean and descriptive can significantly impact your SEO. URLs that include relevant keywords and are easy to read can enhance your store’s visibility.

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


Breadcrumbs are not just for Hansel and Gretel. They’re an essential navigation aid that helps search engines understand the hierarchy of your site, contributing to better indexing and user experience.

3. Optimize your Shopify store speed

Page speed is a critical ranking factor. A mere 1-second delay in page response can result in a 7% reduction in conversions. Tools like Google PageSpeed Insights can offer valuable insights into how you can improve your store’s speed.

4. Use a secure domain (HTTPS)

Security is a top priority for search engines. Transitioning to HTTPS not only protects your customers’ information but also gives you a slight ranking boost.

5. Optimize your Shopify store for mobile

With mobile searches far exceeding desktop, having a mobile-optimized store is non-negotiable. Google’s mobile-first indexing means your store’s mobile version will primarily determine your search rankings.

6. Use a good Shopify SEO app

Shopify’s app marketplace is filled with SEO apps that can simplify complex SEO tasks. Personal favorites like SEO Manager have been instrumental in identifying and fixing SEO issues within my store.

7. Optimize your product pages

Product pages are the heart of your Shopify store. Here’s how to make them shine in the eyes of search engines:

Product titles and descriptions

Your product titles and descriptions should not only entice your customers but also include relevant keywords for SEO. However, avoid keyword stuffing at all costs.

Product images and videos

High-quality images and videos can significantly improve user engagement. Make sure they’re optimized for speed and include descriptive, keyword-rich file names and alt tags.

Product reviews

Product reviews not only build trust with potential customers but also provide fresh, keyword-rich content for search engines.

Product URLs, categories, tags, and metadata

Ensure your product URLs are clean, and your products are properly categorized and tagged. Metadata like title tags and meta descriptions should be compelling and include targeted keywords.

8. Optimize your blog posts and other content pages

Content is king in the world of SEO. A well-maintained blog can attract organic traffic, build authority, and improve your store’s SEO.

Blog post titles, URLs, and metadata

Like product pages, your blog posts should have SEO-friendly titles, URLs, and metadata. Engaging content that answers your audience’s questions can earn you valuable backlinks and improve your store’s authority.

9. Use structured data (rich snippets)

Structured data, or rich snippets, can make your listings stand out in search results. Implementing structured data can enhance visibility and click-through rates.

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

Regularly monitoring your store’s performance in search results with Google Search Console can provide insights into areas of improvement and help you adjust your SEO strategy accordingly.

How to do keyword research for Shopify SEO

Keyword research is the bedrock of any successful SEO strategy. Tools like Google Keyword Planner and Ahrefs can help you identify keywords with high search volumes and low competition. From there, you can tailor your content to meet the needs of your target audience.

How to do local SEO for Shopify stores

For brick-and-mortar stores with an online presence, local SEO is crucial. Optimizing for local search involves claiming your Google My Business listing, garnering positive reviews, and ensuring your NAP (Name, Address, Phone Number) information is consistent across the web.

How to do international SEO for Shopify stores

Expanding your reach to a global audience requires a tailored international SEO strategy. This includes selecting the right domain structure, using hreflang tags for language targeting, and understanding the nuances of search behavior in different countries.

How to do technical SEO for Shopify stores

Technical SEO can often be the most intimidating aspect of optimizing your Shopify store. However, focusing on site structure, indexing, site speed, and mobile usability can address most technical SEO challenges.

How to do content marketing for Shopify stores

Content marketing goes hand in hand with SEO. Creating valuable, relevant content can attract backlinks, improve your store’s authority, and drive organic traffic. Whether it’s through blog posts, buying guides, or video content, consistently delivering quality content is key.


Shopify SEO is not a one-time task but an ongoing process. The digital landscape is constantly evolving, and so must your SEO strategies. By following this guide, you’re not just optimizing your store for search engines; you’re setting it up for long-term success. Remember, the ultimate goal of SEO is not just to increase traffic but to convert that traffic into loyal customers.


Who can help with SEO for my Shopify store?

You can hire an experienced SEO agency or a freelance SEO specialist.

What are the key steps for SEO on Shopify?

Key steps include optimizing product descriptions, using relevant keywords, and improving site speed.

How can I track the effectiveness of my SEO efforts?

You can track SEO effectiveness using tools like Google Analytics and Shopify’s built-in analytics.

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

You can outsource SEO tasks to professionals to save time and get expert help.

How long does it take to see SEO results on Shopify?

It can take several weeks to months to see significant SEO results on a Shopify store.

What if my Shopify store is in a competitive niche?

In competitive niches, focus on long-tail keywords and high-quality content to stand out.

Posted in

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.