Shopify SEO: A Complete Checklist to Drive Revenue

Shopify SEO involves optimizing your store’s structure, content, and page speed to rank higher in search results and attract qualified traffic. Follow this checklist to get started

Shopify makes setting up your online store simple, but it has some SEO limitations that require extra attention to achieve strong search visibility.

For instance, it doesn’t allow you to customize your URL structure. So, creating a hierarchy to organize your products can be a challenge.

But there are things you can do (like using its default and add-on capabilities to boost your store’s search visibility) to improve your Shopify store’s SEO.

In this article, we’ll provide a comprehensive SEO checklist for Shopify store owners to dominate search engine results pages (SERPs).

What is Shopify SEO?

Shopify SEO is the digital marketing strategy of optimizing your online store to improve its visibility on the SERP and drive more customers from organic search traffic.

This optimization involves strategically adjusting your site’s content, structure, and technical setup to increase its perceived value for search engines like Google and Bing.

Shopify SEO checklist foundations

This general Shopify SEO checklist ensures you get the basics right so more people can find your ecommerce store through search results.

• Get a custom domain
• Set up your web properties
• Submit your sitemap
• Install Google Analytics
• Invest in relevant Shopify SEO apps

Get a custom domain

When you create a new Shopify store, the platform sets a default domain: “your-store-name.myshopify.com.” After setup, be sure to replace it with a custom domain.

A custom domain like “yourstorename.com” distinguishes your store and builds trust with potential customers and search engines.

You can buy a domain through Shopify for easy setup or choose a provider like Namecheap.

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If you purchased the domain from a third-party vendor, connect it to your Shopify site through the admin settings.

Using a custom domain builds professionalism, improves brand recognition, and boosts your organic visibility on the SERP.

Set up your webmaster tools

Set up tools like Google Search Console and Bing Webmaster Tools to gain insight into how search engines crawl, index, and view your Shopify store.

To connect your store, verify your site by adding a meta tag (provided by these platforms) to your Shopify store’s theme HTML — or by uploading a verification file to your domain.

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This lets you track which keywords drive traffic, see how your pages are indexed, and uncover crawl errors or technical issues that could hurt your rankings.

Submit your sitemap

Submit your sitemap URL to Google Search Console and Bing Webmaster Tools to help searches discover and index your pages more efficiently.

Shopify automatically generates a sitemap for you — you can find it at “yourstorename.com/sitemap.xml.”

Once submitted, monitor your sitemap status in these tools to check for indexing issues or errors that could prevent pages from appearing in the search results.

Install Google Analytics

Installing Google Analytics on your Shopify store lets you track where your traffic comes from, which pages perform best, and how users move through your site. This helps you identify opportunities to improve SEO and conversions.

To install, first create a Google Analytics account and set up a GA4 property to get a measurement ID.

Then, in your Shopify admin, go to Preferences and enter this ID in the Google Analytics field.

This setup gives you insight into valuable metrics like website traffic, user behavior, and conversions so you can make data-driven decisions to improve your store’s SEO and performance.

Invest in relevant Shopify SEO apps

Shopify SEO apps can simplify and streamline your store’s SEO efforts, helping with tasks like keyword research and site structure improvements.

Look for apps in the Shopify App Store with high ratings, recent updates, and reviews that mention ease of use and effective results.

Once you choose an app, follow the installation instructions provided to integrate it with your store.

On-page SEO checklist

On-page SEO focuses on improving elements on your site.

This on-page SEO checklist for Shopify store owners enhances your site’s pages to appeal to both search engines and users.

Conduct keyword research

Keyword research helps you understand what search terms potential customers use to find products like yours. Once you have a list of relevant keywords, you can create content that targets those terms and topics across your site.

Start by using Google Keyword Planner, Moz’s Keyword Explorer, or other keyword research tools. Enter “seed” phrases related to your products and review the suggested keywords.

Consider both search volume and competition. Ideally, target terms with high search volume and low competition, but this balance can be hard to achieve. A best practice is to use a mix of:

• General keywords: Higher competition, but capture core topics for your brand.
• Long-tail keywords: More specific, lower volume terms with higher intent, which often convert better.

These are the keywords you’ll want to use throughout your store: on product pages, blog posts, and FAQs.

Don’t forget about collection and category pages, too.

“Collection pages usually have a good chance to rank for higher-volume searches,” says Sam Yadegar, Co-founder and CEO of HawkSEM. “So when they’re thin or unoptimized, brands miss a lot of organic traffic and end up relying more on paid ads.

Optimize page titles and meta descriptions

Focus on creating concise page titles and engaging meta descriptions to improve your Shopify store’s search visibility and attract more visitors.

A good page title tag is clear, under 60 characters, and uses the target keyword early on. Similarly, you want engaging meta descriptions that are under 160 characters, incorporate the same keyword, and give a compelling reason to click.

Remember, this includes collection pages.

Done right, these elements make your pages more clickable and boost your site’s click-through rates in search results.

Improve URL structure

On Shopify, page URLs should be simple, readable, and include relevant keywords where possible.

While some elements, like “/products/” for product pages and “/collections/” for collections are unchangeable through Shopify, you can customize the tail end of the URL (the part after the slash) to describe the product or collection.

For example, “yourstore.com/products/product-name” is SEO-friendly. Avoid long strings of numbers or characters, and use hyphens to separate words.

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This makes URLs easier to read and understand — for visitors and search engines. It leads to better indexing and, ultimately, improved visibility in search results.

Link pages internally

Internal linking helps distribute page authority and improves navigation for users.

Use descriptive anchor texts (the clickable text in a hyperlink) to inform users and search engines about the linked page’s content.

For example, instead of “click here,” use “Silver Wave Cuff bracelet” to link to your bracelet page.

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Internal linking enhances user experience by providing easy access to related content.

It also strengthens your site’s SEO by helping search engines crawl your site, understand the hierarchy of your pages, and pass ranking authority to important content.

Google and Bing use internal links to discover new pages/URLs and understand the relationship between various pages on your site.

Further reading: How Does Internal Linking Help SEO?

SEO content

High-quality, relevant content is key to engaging users and ranking well in the search results.

Modern search algorithms prioritize semantic SEO, meaning they value a page’s overall topic and relevance more than the exact keyword match.

This checklist guides you in creating resourceful content for your audience and optimizing for search engines to drive targeted organic traffic.

Create a blogging strategy

Your Shopify store gains more visitors when your blog answers the questions they’re Googling.

For instance, if you sell vegan skincare products, potential customers may search for “benefits of vegan skincare.” A blog post on that topic can bring those searchers to your site.

The key is regularly publishing posts that tap into your customers’ interests and queries, using the specific keywords they search for.

So, use your keyword research (more specifically, use question-based keywords in your keyword research) as the basis for blog post topic ideas.

Use a content calendar to regularly publish high-quality blog posts.

Further reading: Quality Content: 11 Dos and Don’ts From the Pros (+ Free Checklist)

Optimize product descriptions

Clear, keyword-rich product descriptions boost search rankings and persuade shoppers to make a purchase by clearly explaining your product’s features, benefits, and value.

For example, instead of a generic description for a vegan moisturizer, detail how it combats dry skin using natural ingredients, making it ideal for sensitive skin types.

Including keywords like “vegan moisturizer for sensitive skin” helps customers find your product and also informs them why it’s their best choice, leading to better conversion rates.

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Address duplicate content

If you have the same content in multiple places on your Shopify store, search engines may struggle to determine which page to rank — which could potentially lower the ranking of all pages with duplicate content.

To tackle this, ensure each product has its own unique snippet, even if the differences are subtle.

When you can’t avoid having the same content on multiple pages, use a “canonical tag.” This is a way to tell search engines which page you want to show up in search results.

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The simplest way to add a canonical tag in Shopify is by using an app, such as Canonical Tag URL Wizard.

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Further reading: What is an SEO Canonical Tag? How to Use It + Expert Tips

Technical SEO

Technical SEO is the practice of fixing behind-the-scenes issues to improve your site’s speed and functionality.

It enhances your site’s backend structure and technology, which are key for search engine crawlers to index your site efficiently. Plus, it improves the user experience.

Improve site speed

Site speed is a key ranking factor for Google, and slow-loading pages can drive visitors away.

A fast Shopify store keeps users engaged, encourages browsing, and improves both SEO and conversions.

Start by optimizing your images: reduce file sizes without sacrificing quality; you can use apps like Crush pics to help with this.

Next, remove unnecessary apps or scripts that may slow your site down.

Use Google PageSpeed Insights to measure load times and get actionable recommendations for improvement.

Ensure mobile friendliness

More people now shop from mobile devices, so your Shopify store must be mobile-friendly.

Many Shopify themes are designed to be mobile-friendly. But regularly check how your site looks on your phone — try the checkout process, jump from one page to another, and ensure everything is readable and clickable.

Remember, it’s not just about width responsiveness. There are other elements of a site that contribute to a good mobile experience, including text legibility, navigation, and whitespace.

Further reading: How to Build a Mobile-Friendly Site: Best Practices + Examples 

Fix broken links

Broken links frustrate users and harm your store’s ranking in search results. They usually occur when a page is moved or deleted, but other pages still link to it.

Use SEO tools like Ahrefs’ Free Broken Link Checker or Screaming Frog to scan your site for broken links.

Once you find them, either update the links to point to the correct pages or remove them if the content is no longer relevant.

Keeping your site free of broken links ensures a smoother shopping experience for users, reduces bounce rate, and helps Google crawl and rank your site more effectively.

Add structured data

Structured data (or schema markup) helps search engines understand your site’s content, which improves how your products appear in search results.

Think of it as giving Google a detailed “card catalog” of what’s in your store, including prices, availability, and reviews — which can then show up directly in search results.

On Shopify, you can add structured data using apps like JSON-LD for SEO (or other third-party paid or free tool) that simplify the process.

Structured data can lead to richer search results, allowing customers to see important product details on Google and increasing your click-through rates.

Use alt text for images

Alt text is a short description of an image that helps search engines understand its content — and it also improves accessibility for users relying on screen readers.

To add alt tags in Shopify, go to the image within your product details or blog posts and look for the alt text option.

Then, add a clear description of the image that accurately conveys its content — ideally including relevant keywords naturally, without keyword stuffing.

Do this for all product images on your Shopify store.

Off-page SEO

Off-page SEO refers to actions you take outside your Shopify store to improve your search rankings and authority. This includes building high-quality backlinks from other websites, engaging with relevant online communities, and generating brand mentions.

When done well, off-site SEO shows search engines that your store is trustworthy, which can also boost your visibility in search results.

This off-page SEO checklist for Shopify store owners helps boost your site’s authority.

Build high-quality backlinks

High-quality backlinks (links from other reputable sites to your Shopify store) signal to search engines that your site is valuable and trustworthy.

To build backlinks:

• Create compelling content others want to share or link to, such as detailed guides or unique product insights.
• Reach out to relevant blogs or websites and propose content ideas that include a link back to your site.
• Find online communities and forums related to your products and join conversations.

To find out which sites currently link to yours, use a tool like Semrush’s Backlink Analytics to evaluate and track your site’s backlink profile.

When it comes to link building, prioritize quality over quantity. Links from respected sites in your niche are far more beneficial than many links from irrelevant or low-quality sources.

Guest blog on authority sites

Writing guest posts for authority sites in your industry can drive traffic to your Shopify store and improve your site’s SEO.

Identify websites or blogs that share your target audience and write content for them that their readers would appreciate.

Ensure your content is informative and aligns with the host site’s standards.

Encourage customer reviews

Positive customer reviews on third-party sites — like your social media pages or Google Business Profile for online shops with a physical location — build trust and can be a highly effective part of your overall SEO strategy.

You can automate review requests after purchase through email or include a note in your packaging.

Showcasing these reviews on your site and responding to them highlights your commitment to customer satisfaction.

Further reading: 8 Effective Ways to Use Customer Reviews in Marketing

Local SEO

If your Shopify store has a physical location, sells locally, or depends on foot traffic, local SEO is a valuable addition to your Shopify website’s SEO strategy.

This checklist makes it easier for local customers to find your brick-and-mortar or service-based business in a specific area.

Create a Google Business Profile

A Google Business Profile (GBP) helps people find your Shopify store on Google Maps and local pack for location-relevant search queries.

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Creating a GBP account is straightforward: sign up for free, fill in your store’s details (address, hours, contact information), and verify ownership.

Once your profile is live, keep it updated with photos, posts, and special offers to make it engaging and informative.

Regular updates also signal to Google that your business is active, improving your chances of appearing in local searches.

Further reading: 11 Expert Tips for Google Business Profile Optimization (+ Checklist)

Target local keywords

Include location-specific keywords in your product titles, descriptions, meta tags, and blog content.

For example, if your store sells jewelry in Brooklyn, use phrases like “jewelry store Brooklyn” naturally throughout your product descriptions, web page headings, blog posts, and About page.

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This helps your store show up for local searches, attracting highly qualified shoppers who are more likely to convert.

Create location-based landing pages

If your business operates in multiple locations, dedicate a page on your site to each.

These local SEO landing pages should detail each location’s specific offerings, hours, contact information, and unique descriptions that capture the local vibe.

Embedding a Google Map on each page can also enhance its usefulness to customers and search engines.

This makes it easier for customers to find the right location and helps search engines index your site for location-specific searches.

Creating multiple location-based landing pages can be resource-intensive. You can use programmatic SEO to produce content in bulk. Learn more about it here: What is Programmatic SEO? How to Use It + Proven Examples

Complete Shopify SEO checklist

Here’s a complete SEO checklist for Shopify beginners and power users:

General SEO

• Get a custom domain
• Set up your web properties
• Submit your sitemap
• Install Google Analytics
• Invest in relevant Shopify SEO apps

On-page SEO 

• Conduct keyword research
• Optimize page titles and meta descriptions
• Improve URL structure
• Link pages internally

SEO content 

• Create a blogging strategy
• Optimize product descriptions
• Address duplicate content

Technical SEO 

• Improve site speed
• Ensure mobile friendliness
• Fix broken links
• Add structured data
• Use alt text for images

Off-page SEO

• Build high-quality backlinks
• Guest blog on authority sites
• Encourage customer reviews

Local SEO

• Create a Google Business Profile
• Target local keywords
• Create location-based landing pages

Benefits of SEO for Shopify

Effective Shopify search engine optimization can boost your store’s chance of appearing ahead of competitors in search results, leading to:

• Increased online visibility
• More traffic
• Higher sales potential

“Shopify and Shopify Plus SEO are about precision — aligning your store’s structure, content, and technical details with what search engines prioritize,” says Yadegar.

“It’s a detailed process essential to making your store visible, relevant, and compelling to your target audience. This is easier said than done. And this is where our end-to-end Shopify SEO services help store owners.”

The takeaway

Shopify is one of the most powerful ecommerce platforms.

But your Shopify store won’t be optimized for search engines by default. Its SEO requires a lot of work, which demands expertise and hands-on experience.

According to Yadegar, Shopify store owners can prioritize the SEO improvements that have the biggest impact on both rankings and user experience.

“First, optimize collection pages (titles, copy, internal links, metadata). Second, clean up technical issues like slow site speed and duplicate content,” he explains. “Those two usually have a strong SEO impact because they improve both rankings and user experience.”

Still feel overwhelmed? This is why many Shopify store owners work with agencies instead of DIYing a Shopify ecommerce SEO checklist.

HawkSEM is a trusted Shopify SEO and content marketing agency. From product pages to collection pages to your homepage, we help clients build a dominating online presence and drive higher sales through organic discovery.

In fact, we helped Timbuk2 — a San Francisco-based accessories brand that uses Shopify — increase its average order value by 21% and YoY net revenue by 56%.

Are you ready to grow and scale your Shopify store? Reach out today.

This article has been updated and was originally published in July 2024.