Shopify is a fantastic platform for setting up your e-commerce store, but relying solely on its built-in SEO features isn’t enough to outrank competitors and attract a steady flow of customers. If you aim to rank at the top of Google and drive traffic and sales, you need a robust and well-rounded SEO strategy.
This guide will help you take your Shopify store to the next level with actionable SEO tips and insights.
Before You Start: Essential Shopify SEO Basics
Before diving into advanced techniques, make sure the foundational aspects of your Shopify store are in place:
1. Use a Mobile-Friendly Design
With Google confirming mobile-friendliness as a ranking factor, having a responsive design is critical. Shopify themes are designed to be mobile-friendly, but it’s always a good idea to test your theme using Google’s Mobile-Friendly Test Tool.
2. Set Up Google Analytics
Track your store’s performance by connecting it to Google Analytics. It will provide you with insights into visitor behaviour, conversions, and traffic sources. Learn how to set up Google Analytics here.
3. Activate Google Search Console
Identify and fix technical SEO issues by linking your store to Google Search Console. This tool also helps you monitor your website’s visibility on search engines. Follow this guide to get started.
Shopify SEO Checklist: Proven Steps to Boost Rankings
1. Optimise Your Domain Settings
Shopify automatically redirects multiple domain versions to a primary one to avoid duplicate content issues. However, always double-check that your preferred domain (e.g., https://www.example.com) is set correctly in Online Store > Domains.
2. Create a Logical Store Structure
An organised site structure improves navigation for users and helps search engines understand your site. The best structure for a Shopify store includes:
- Homepage → Links to main collections
- Collections → Links to subcategories
- Subcategories → Links to individual products
Use Shopify’s Collections feature to group similar products logically.
3. Keyword Research for E-commerce Success
Keyword research is the backbone of SEO. For Shopify stores:
- Use tools like Ahrefs, SEMrush, or Google Keyword Planner to identify high-volume keywords related to your products.
- Focus on long-tail keywords that match user intent, e.g., “best vegan skincare products” or “affordable electric guitars.”
- Prioritise branded keywords if you sell well-known brands.
4. Write Unique Product and Collection Descriptions
Duplicate content is a major SEO issue. Craft unique, engaging, and keyword-rich descriptions for each product and collection page. Focus on answering customer questions and highlighting the unique selling points (USPs).
Pro tip: For stores with thousands of products, prioritise your best-selling or high-margin products first.
5. Add Schema Markup for Rich Snippets
Schema markup enables rich results on search engines, which can increase click-through rates (CTR) by up to 30%. Shopify themes often support basic schema out of the box, but you can enhance this with apps like Smart SEO or JSON-LD for SEO.
6. Optimise Images for Search
Images play a vital role in both user experience and SEO. Ensure all your product images:
- Have descriptive alt text (e.g., “blue vegan leather wallet”).
- Use compressed file sizes to improve page speed.
- Are named descriptively (e.g., “blue-vegan-wallet.jpg” instead of “IMG001.jpg”).
Use tools like TinyPNG to compress images without losing quality.
Advanced Shopify SEO Techniques
1. Leverage Internal Linking
Linking related products and collections improves site navigation and helps distribute link equity across your store. For example, add “You May Also Like” sections or link products in your blog posts.
2. Build High-Quality Backlinks
Backlinks are one of the most important Google ranking factors. Here are some ways to earn them:
- Collaborate with influencers for product reviews.
- Write guest posts on niche blogs.
- Create link-worthy content like how-to guides, case studies, or infographics.
3. Enable Customer Reviews
Product reviews not only boost trust but also improve SEO. Search engines often display review ratings in rich results, making your listings stand out. Use Shopify apps like Judge.me or Yotpo to collect and display reviews.
4. Start a Blog
A blog is a powerful tool to drive organic traffic. Write content that targets informational keywords, such as:
- “How to use effectively”
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- “Top 10 for [specific need]”
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- “[Product] vs [competitor product]: Which one is better?”
Shopify’s built-in blogging feature is great for creating and managing blog content.
5. Optimise for Page Speed
Google considers page speed a ranking factor, and slow-loading pages lead to higher bounce rates. To improve page speed:
- Use fast, lightweight themes.
- Compress images.
- Enable Shopify’s Accelerated Mobile Pages (AMP).
- Limit third-party apps that may slow down your site.
Chapter-by-Chapter Shopify SEO Breakdown
Chapter 1: Technical SEO
Shopify takes care of many technical SEO elements, such as generating a sitemap and robots.txt file. However, you can enhance this by:
- Fixing broken links using tools like Ahrefs’ Site Audit.
- Ensuring HTTPS is enabled for secure browsing.
- Using lazy loading for images to improve speed.
Chapter 2: On-Page SEO
On-page SEO is about optimising content for search engines. Focus on:
- Writing compelling meta titles and descriptions.
- Using keywords naturally in headers and product descriptions.
- Creating engaging content that answers customer queries.
Chapter 3: Off-Page SEO
Off-page SEO involves activities outside your website. Build your store’s authority by:
- Earning backlinks from reputable sources.
- Promoting your store on social media.
- Encouraging satisfied customers to leave positive reviews on Google and other platforms.
Final Thoughts
Shopify is an incredible platform for e-commerce, but achieving top rankings requires consistent effort and strategy. By implementing the tips outlined in this guide, you can enhance your store’s visibility, attract more customers, and boost sales.
Start with the basics, build on advanced strategies, and watch your Shopify store climb the search engine rankings!
