Shopify SEO checklist to maximize store traffic

Search engine optimization (SEO) is the secret sauce for turning your Shopify store into a traffic magnet. That said, SEO isn’t a magic wand.

SEO is a checklist of actionable steps you need to cross off, step by step. Most Shopify SEO guides give you a lecture on SEO theory.

I want to do something different. This is a no-nonsense, actionable guide for optimizing your store today. No fluff, no jargon – just the essential tactics that will bring real results.

I’ll also share some actionable performance optimization tips and the 7 critical mistakes Shopify store owners make that limit their store’s potential.

10-point Shopify SEO checklist: Essential settings and apps

Shopify’s SEO features are pretty solid but they’re by no means bulletproof. The key is knowing what to tweak and where to supplement Shopify’s capabilities with additional tactics and tools.

Here is the 10-point Shopify SEO checklist that will help you get started with a step in the right direction:

1. Custom title tags and meta descriptions. Title tags and meta descriptions are the first things users see on search results pages, making them crucial for making a strong first impression. Shopify makes it easy to edit title tags and meta descriptions for each product and page in their settings.
2. Enable canonical tags. Shopify automatically handles some duplicate content issues with canonical tags. So, for the most part, you’ll be fine. Don’t mess with this unless you know what you’re doing.
3. Install Yoast SEO for Shopify. Yoast SEO for Shopify makes life easier with structured data setup, content analysis, and more. I highly recommend it to anyone looking to enhance their Shopify store’s SEO, as it provides valuable, built-in tips to optimize your site efficiently.
4. Optimize image alt text. Whatever products you sell on Shopify, each image should have alt text that accurately describes it with a relevant keyword. Not only does this improve your store’s accessibility, but it also helps it appear in image search results – an underrated but essential feature for ecommerce stores.
5. Leverage 301 redirects. If you change a URL on your store then make sure you redirect the old one to the new one. You can use Shopify’s built-in redirect tool to do this.
6. Optimize Robots.txt file. Shopify recently allowed edits to your robots.txt file, giving you control over which pages search engines crawl and index. Use this feature to block unnecessary pages – like duplicates or sensitive content – from being indexed.
7. Add a sitemap.xml file. Shopify generates this automatically, but check it’s working properly in Google Search Console. Regularly review the coverage report to ensure important pages are being indexed.
8. Mobile-optimize everything. Generally speaking, Shopify themes are mobile-friendly and responsive out of the box. However, it’s a good idea to test them yourself for page load speed and usability.
9. Install analytics and tracking apps. Use Google Analytics and Shopify’s built-in reports to monitor traffic and track the performance of your SEO efforts. Analyzing this data helps you identify which pages are driving the most traffic, where visitors are coming from, and which keywords are performing best, allowing you to refine your SEO strategy for even better results.
10. Use an SEO app for automation. Use an SEO app like Smart SEO to automate key tasks and boost your store’s SEO. It helps with everything from generating product meta tags and alt text to optimizing images and improving page speed.

Let’s look at all this in more detail.

Not using Shopify yet? Discover how Shopify works and then read our tutorial on how to build your first Shopify store, step-by-step.

Optimizing Shopify’s built-in SEO features and limitations

As I mentioned earlier, Shopify comes with a solid set of built-in SEO features that can get you started on the right foot.

1. Title tags and meta descriptions

Shopify allows you to edit title tags and meta descriptions for each product, page, and collection. These are essential for making a strong first impression on search engines and users. You can customize these fields to craft compelling snippets for search results and incorporate relevant keywords.

Actionable tip: Make sure you manually edit title tags and meta descriptions to target your most valuable keywords and improve your click-through rates.

2. Canonical tags

One area where Shopify excels is handling duplicate content. Shopify automatically adds canonical tags to prevent issues that arise when multiple pages have the same or similar content.

For those unfamiliar, canonical tags tell search engines which version of a page is the "preferred" version to index. This helps avoid penalties for duplicate content.

Actionable tip: If you're running a multi-language store or using similar templates across multiple pages, it’s worth checking that the canonical tags are set correctly to avoid duplicate content issues.

3. Image optimization

Shopify makes it easy to add alt text to images, which is essential for SEO and accessibility. Alt text describes the content of an image and is used by search engines to understand what the image is about. This can help the image rank in image searches.

Actionable tip: Be sure to take the time to add descriptive, keyword-rich alt text to each image on your store.

4. Mobile optimization

Most Shopify themes are mobile-friendly out of the box, which is essential for ranking well in Google’s mobile-first index. However, it's still important to test your site’s mobile experience manually.

Actionable tip: You should ensure that your images are optimized, and the site loads quickly on mobile devices. Tools like Google’s PageSpeed Insights can help you identify any areas that need improvement.

5. Sitemap and robots.txt file

Shopify automatically generates a sitemap.xml file, which is essential for helping search engines discover and index your pages.

The platform also allows you to edit the robots.txt file, giving you more control over which pages search engines can crawl and index. This is useful for excluding pages that don’t contribute to SEO, like login pages or duplicate content.

Actionable tip: It's important to ensure the robots.txt file is being submitted correctly in Google Search Console. Keep in mind that blocking important pages can harm your SEO, so only exclude unnecessary pages.

6. Redirects and URL structure

Shopify provides a built-in redirect tool that helps you manage URL changes and prevent broken links.

Actionable tip: If you ever need to change a product URL (e.g. during rebranding or changing the product name), make sure to set up a 301 redirect to the new URL. This ensures that you don’t lose any existing link equity or traffic.

Product page optimization: Schema markup and metadata guide

Optimizing your product pages is crucial for improving your Shopify store’s visibility and performance in search engines.

1. Schema markup

Schema markup is a type of structured data that helps search engines understand the context of your content.

By adding schema markup to your product pages, Google might display additional information like the product's price, review stars, and stock status directly in the search results aka rich snippets.

Actionable tip: Use Shopify apps like Yoast SEO to implement schema markup on product pages. Ensure the schema includes key data points like price, ratings, availability, and brand, as these factors can impact your click-through rate and overall visibility.

2. Title tags and meta descriptions

Your title tag and meta description are the first things potential customers will see in search results. A good title tag should be concise, descriptive, and contain your target keyword. Similarly, the meta description should offer a compelling summary of your product while encouraging users to click through to your site.

Actionable tip: Craft unique meta titles and descriptions for each product page. Include the main keyword you want to rank for and highlight key benefits to improve click-through rates. Aim to keep the title under 60 characters and the description under 160 characters to avoid truncation in search results.

3. Product page URLs

Shopify automatically generates URLs for your product pages, but it's important to ensure they are short, descriptive, and include relevant keywords. Avoid using random strings of numbers or irrelevant characters in your URLs.

Actionable tip: When creating product URLs, include the product name and, if possible, a keyword related to what users are searching for. Keep URLs clean and easy to read. For example, instead of /blu-cot-3567, use /blue-cotton-t-shirt.

Structuring your Shopify store’s content hierarchy

A well-structured content hierarchy is a crucial component of both user experience (UX) and search engine optimization (SEO).

1. Organize your products and collections

The foundation of a solid content hierarchy starts with organizing your products and collections in a logical and intuitive way.

Shopify lets you create product categories (collections) that group similar items. Think about how your customers search for products and categorize them accordingly.

For example, if you run a clothing store, you might create collections like Men’s T-Shirts, Women’s Shoes, or Accessories. This makes it easier for both users and search engines to navigate your store and find specific products.

Actionable tip: Use Shopify’s built-in collection feature to group your products into logical categories. Consider customer behavior and how they would typically search for products.

2. Optimize navigation and internal linking

Clear and intuitive navigation is key to a good content structure. Users should be able to find what they’re looking for with as few clicks as possible.

Additionally, internal linking is an important part of your store’s content hierarchy. It helps search engines discover and index your pages and also improves the flow of link equity throughout your ecommerce store.

Actionable tip: Simplify your store’s navigation by categorizing products into collections. Use internal links on product pages to guide customers to related products or categories, and vice versa.

3. Optimize category and subcategory pages

Your category and subcategory pages act as hubs for specific product groups. It’s important to optimize these pages with relevant keywords, high-quality content, and useful metadata.

Providing valuable information like product benefits, comparisons, and buying guides can make these pages useful to visitors.

Actionable tip: Write unique, keyword-optimized descriptions for your collection and category pages. Incorporate related keywords, but avoid keyword stuffing and make sure the content still reads naturally.

4. Implement a logical URL structure

URLs play an important role in your content hierarchy and SEO. Shopify automatically generates URLs for your products, but it’s essential to keep them clean, descriptive, and structured logically. A good URL should include the product name and relevant keyword, and should reflect the category structure of your store.

Following our example from above, if you sell a blue cotton t-shirt, the URL should be something like /collections/mens-t-shirts/blue-cotton-t-shirt, which clearly communicates to both users and search engines the page’s location within your store.

Actionable tip: Edit your Shopify store’s URLs to reflect your store’s content hierarchy. Keep them simple, short, and descriptive with relevant keywords.

5. Use structured data to enhance your content hierarchy

Structured data (like schema markup) is another way to support your content hierarchy. Schema markup helps search engines understand the relationship between different pages, products, and collections.

Using product schema on your product pages and collection schema on your collection pages can help search engines display your products more effectively in search results, with features like rich snippets or product carousels.

Actionable tip: Implement product and collection schema markup on your store’s pages to improve how search engines understand your content and enhance your visibility in search results.

Speed up your Shopify store: Performance optimization guide

Page speed is crucial for both user experience and search engine ranking. Slow-loading websites not only frustrate visitors but also impact your SEO efforts. This often leads to higher bounce rates and lower conversion rates.

1. Optimize your images. Images are often the largest files on any website. If they’re not optimized, they can significantly slow down your page load times. Ensure all product images are compressed without sacrificing quality. Additionally, use the correct image format (e.g. WebP or JPEG) to further reduce load times.
2. Minimize HTTP requests. Each element on your page (images, scripts, and CSS files) creates an HTTP request, which can slow down your website. By reducing the number of requests, you can speed up your Shopify store. Consider minifying JavaScript and CSS files.
3. Use lazy loading. Lazy loading is a technique where images and videos are only loaded when they come into view i.e. as the user scrolls down the page. Shopify apps like Loadify can help you implement this feature. This is especially beneficial for ecommerce stores with a lot of visual content.
4. Use a content delivery network (CDN). Shopify uses a CDN to deliver your content to users from the server nearest to them. However, ensuring that your store is fully utilizing Shopify's CDN can boost your site’s speed even further. Enable automatic image optimization through your theme settings or apps to take full advantage of this feature.
5. Optimize your Shopify theme. The theme you use can play a significant role in your store's performance. Opt for a lightweight theme, and remove any unnecessary elements, such as heavy animations or third-party apps that slow down your site.

By implementing these performance optimization tips, you can create a faster, more responsive Shopify store that delights visitors and keeps them engaged.

7 critical Shopify SEO mistakes that limit your store’s potential

Many Shopify store owners make common SEO mistakes that hinder their store's performance and potential. These errors can affect rankings, traffic, and sales.

Here are seven critical mistakes to avoid:

Mistake #1: Ignoring title tags and meta descriptions

Title tags and meta descriptions are key for click-through rates in search results. Many store owners leave them as defaults or use generic ones across multiple pages.

Fix: Customize title tags and meta descriptions for each page, incorporating relevant keywords.

Mistake #2: Not implementing proper redirects

Changing URLs without setting 301 redirects causes broken links. This means you’ll lose valuable traffic.

Fix: Always set up 301 redirects when updating URLs to maintain SEO value.

Mistake #3: Overlooking mobile optimization

Google prioritizes mobile-friendly sites. If your store isn’t optimized for mobile, it can hurt your rankings.

Fix: Test your store on mobile devices and optimize images, load times, and navigation.

Mistake #4: Neglecting image SEO

Unoptimized images can slow your site and limit visibility in image searches.

Fix: Add descriptive, keyword-rich alt text and optimize image size and format for faster loading.

Mistake #5: Duplicate content issues

Duplicate content can negatively impact rankings. Shopify’s auto-generated pages may create duplicates without proper canonical tags.

Fix: Ensure canonical tags are set correctly, and create unique content for each product.

Mistake #6: Ignoring structured data

Missing schema markup means missing out on rich snippets, which can boost visibility.

Fix: Add schema markup to product pages to improve search engine understanding and visibility.

Mistake #7: Lack of internal linking

Internal linking helps both search engines and users navigate your site. Without it, important pages may be overlooked.

Fix: Use internal links to connect products, collections, and blog content for better SEO and user experience.

By avoiding these critical Shopify SEO mistakes, you’ll improve your store’s performance and set the stage for more traffic and higher conversions.

Transform your store’s visibility: Next steps for success

Now that you have the essential Shopify SEO tactics and the critical mistakes to avoid, it’s time to put your plan into action.

Start by implementing the strategies outlined in this guide, focusing on optimizing title tags, meta descriptions, mobile experience, and image SEO. Don’t forget to monitor your progress using tools like Google Analytics and adjust your tactics based on performance data.

Remember, SEO isn’t a one-time task; it’s an ongoing process that requires regular attention and fine-tuning.

Do you have any questions about implementing SEO on your Shopify store? Drop a comment below.