Shopify SEO Guide

Your Guide To Shopify SEO

Read By Chapter:
Our Shopify SEO Process

Keyword Research

Detailed research to uncover the most profitable keywords for your store.

Technical SEO

Recommendations to fix problematic technical SEO such as duplicate content on Shopify.

Content Optimization

Content recommendations for your category and product pages.

Speed Optimization

Insights into improving site performance by identifying elements that slow down Shopify stores.


Regular reports on core KPIs to make sure your revenue from organic traffic grows.

Conversion Rate Optimization

Testing content and layout changes to maximize the chance of a sale.

What Is Shopify SEO?

Shopify SEO is a set of search engine optimization considerations that are more unique to the Shopify platform. Shopify sites create SEO issues such as duplicate content and the inability to adjust the sitemap. Below are some of the most common Shopify SEO considerations:
1. Duplicate content: Category pages often link to non-canonical product pages

2. Lazy Loading: Many Shopify themes may benefit from lazy loading using the lazysizes library.

3. Technical SEO: Shopify does not allow you to view log files. 301 redirects are allowed but you must completely delete a page in order to do so.

4. Structured data: Most Shopify store benefit from ensuring proper “Product” & “BreadcrumbList” structured data is implemented

5. Blog: Many Shopify sites do not have informational content that is mapped to seemly transactional search queries

6. Shopify Apps:  While limiting apps overall is best for performance, some Shopify apps such as & Schema App can help with SEO

Shopify store owners should be aware of these SEO adjustments that site’s using the platform may commonly benefit from. By working to improve your Shopify store’s SEO, this can result in improved rankings and organic traffic to your site. This can lead to increased conversions and revenue to your store.



Below are some additional details about each item.

1. Duplicate Content

Duplicate content is probably one of the largest SEO issues that’s found on the Shopify platform. By default, Shopify creates duplicate content in several different ways:


1. Links to duplicate & non-canonical product pages on category pages. These URLs appear with the /collections/.*/product format.

2. Paginated links back to “?page=1”


The first item here is probably the most concerning from an SEO perspective. By default, your category pages will include internal links to non-canonical duplicate product pages. While these pages do contain a canonical tag that points back to the correct product page, this is still not an ideal set up.


This means that a lot of your site architecture is built around non-canonical links. Instead of being able to simply crawl canonical URLs, Google needs to crawl these pages, find the canonical tag and determine whether or not it should consolidate the pages. There’s a much higher chance of something going wrong as opposed to simply using correct canonical links.


Fortunately, there is a solution for this. By adjusting your product.grid-item.liquid file, you can ensure that your site links to the proper canonical pages. This is a very easy fix for your developer to implement and can only help protect your Shopify site from any issues that might occur from errant canonical tag consolidation.

2. Lazy Loading

As well, many Shopify sites might benefit from implementing lazy loading. Lazy loading occurs when assets such as images and videos don’t load until the user has scrolled to them in the viewport. This helps improve load times as these assets all don’t load once on initial page load. Instead, they’re served to the user as needed and loaded in batches.


When reviewing Shopify sites, we often find that lazy loading is one of the biggest opportunities to improve site performance. This is because Shopify sites often heavily utilize image assets on category and product pages. Of course, images are extremely key to delivering a great UX on eCommerce platforms. The downside is that the more high-quality images that are used could come at the expense of performance.


Fortunately, you can use the lazysizes library, to easily implement lazy loading on Shopify sites. This can help improve your store’s overall performance which can lead to improved UX and conversions from all of your digital channels.

3. Technical SEO

When performing technical SEO on Shopify, there are several things that you’ll need to keep in mind:

1. Robots.txt: As of June 2021, you can adjust the robots.txt on Shopify. This can be done by creating a robots.txt.liquid file in your Shopify theme.

2. Log files: As of now, these are not provided by Shopify

3. Sitemap.xml: This will be auto-generated by Shopify. This includes child sitemap files to your product, category, blog and marketing pages

4. Structured Data

As well, proper structured data is key to any Shopify SEO campaign. Structured data provides the search engines with additional information and context about your website content. This helps Google ensure that it’s understanding your content as clearly as possible. As well, structured data can lead to rich results directly in the SERPs.


In terms of Shopify SEO, product structured data is probably the most important. This structured data gives Google more information about your products by marking up key information such as your product name, price, rating, description and more. Product structured data can result in review stars appearing directly in the SERPs, giving your search result a more noticeable presence. A lot of Shopify themes utilize “Product” structured data out of the box. You’ll want to check to see if yours includes it by using Google’s Structured Data Testing Tool.


As well, “Article” structured data is also something worth considering adding to Shopify sites. Oftentimes your core keywords aren’t mapped to product or category pages but blog posts instead. Article structured data allows you to provide Google with more information about each blog post that you create. This will fully enhance its understanding of your blog content.

5. Shopify Blog

Having a blog is crucial to have success in terms of Shopify SEO. We’re seeing that the SERPs are getting more and more informational in nature. As previously mentioned, we’re seeing many instances where blog content is actually ranking for keywords that Shopify store owners might think are transactional. Oftentimes, category and product pages don’t match the user intent of a Shopify site’s core keywords so Google will not rank them.


Ensure that you have a blog set up as it will create a natural place to create content for these more informational queries. This ensures that you can optimize your product and category pages for the keywords that match intent and have a location to add content for informational SEO opportunities.

6. Shopify Apps

As well, there are some apps that are good for Shopify SEO. Apps are similar to WordPress plugins as they allow you to add site functionality without having to manually code or hire a developer.


The big thing to consider with Shopify apps is actually reducing them as much as possible. Many times, we see Shopify sites with a huge number of apps downloaded. This significantly adds to load times as apps often contain large amounts of CSS and JavaScript. Auditing your Shopify apps is crucial for site performance.

However, there are a few great apps to improve the SEO of your Shopify site. Our favorite ones include:

1. Schema App: Easily adds structured data in JSON-LD

2. Automatically compresses image files


Shopify store owners should be aware of these SEO adjustments that site’s using the platform may commonly benefit from. By working to improve your Shopify store’s SEO, this can result in improved rankings and organic traffic to your site. This can lead to increased conversions and revenue to your store

Contact Us