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Your Complete Guide To Shopify SEO (2023)

Your Complete Guide To Shopify SEO (2023)

Shopify has become one of the biggest eCommerce platforms in the world, helping merchants set up their stores quickly and easily. Nearly one-third of online businesses in the United States use Shopify to power their online stores. The competition is fierce and poses challenges to make your store visible on search engine rankings.

While the platform already comes with useful search engine optimization (SEO) tools, such as a blog and redirection, it can create multiple SEO issues requiring special attention and third-party apps. 

Join us and learn to optimize Shopify SEO to rank well on the search engine results page and sell online successfully.

Your Complete Guide to Shopify SEO (2023) 1

SEO means adjusting a website for search engine visibility so it ranks high and gets as many organic search results as possible. 

No matter how original your store is, there’s most likely something similar out there, so you’ll have to compete for a high spot in the search results. 

If your site ranks high, it’ll have passive and consistent traffic. However, If your competitors have a better-optimized site, they’re likely to sell more while you may struggle to profit. 

SEO is a science and an art. Let’s cover its principle.

Basics of SEO

SEO is based on researching keywords that have enough search volume and, preferably, low competition.

Use the right keywords that match your customer’s search engine result page (SERP) intent. 

For instance, if you sell mugs with elephant pictures, your page appears in the results when someone searches mugs with elephant pictures for sale.

However, if a user’s search intent is – how to make mugs with elephant pictures? – your store might not be the best result. Instead, a how to blog article would be the perfect match.

What Are Shopify’s Biggest SEO Pitfalls?

Shopify SEO: Shopify homepage screenshot.

Shopify is a powerful platform for Google searches and provides SEO-friendly options. However, it has some downsides as a closed platform.

Whether you’re running Shopify clothing stores or selling other types of merchandise – these are some common issues users have encountered.

Limited Customization

There are limits to how you can customize your Shopify website. You can’t edit your sitemap, and there are restrictions on structured data and the site schema markup. This means Google can recognize a product’s name, description, and price but no attributes such as sizes or colors. 

Duplicate Product Pages

Shopify poorly handles products with different variations, creating new pages with duplicate content. Products exist on multiple pages or URLs in the Shopify online store. If both pages rank for similar keywords, search engines get confused and don’t know which page to send the organic traffic to. 

To solve this, Shopify has added canonical URLs. If two different URLs show the same product, choosing one by applying canonical tags will tell the search engines which product page to show in the search result.

Long URLs

Shopify’s page URL structure uses a subfolder-based system, making long and inconvenient URLs. Although Shopify is taking feedback into consideration, the best way to solve this issue still requires looking for URL shorteners or redirects.

8 Ways to Improve Your Shopify SEO and Sell More

Every eCommerce sales channel competes to appear on search engine results pages. Whether it’s WooCommerce vs Shopify, BigCommerce vs Shopify, the battle ain’t easy. 

However, there are some steps you can add to your Shopify SEO checklist to make sure your listings rank above all.

1. Optimize Your Online Store’s Structure

Optimize Your Online Store’s Structure

Optimizing your content and eCommerce site structure is one of the most important steps. Pages need to be simple and easy to understand. Buyers have to be able to find everything they need and navigate the site with zero problems and confusion.

Create a structure with sense and order. Organize content in a few simple category pages and don’t lead customers too far from the home page – no one wants to get lost in a maze of links and sub-categories while looking for a single item.

We suggest a site structure with Home Page > Category Page > Product Page. This will create a positive user experience and help searches rank product pages higher than competitors in the search results.

Add internal links to promote the most important pages of your online shop. Google uses links to rank content in search results for different Shopify sites. The more links a page has, the more it indicates to Google and other search engines the importance of the article. 

Site owners can control internal linking and guide shoppers and search engines to the most essential pages. Link to a specific page using anchor words. Choose good ones and notify search engines of what the link will lead to. Shine among other Shopify store owners by linking to what’s important.

Help users navigate your Shopify site by straightforward and recognizable terms, page names, and destinations. Buttons should clearly state where the click will lead them. List the most important pages and send customers directly where they need or want to be.

Also include a search bar, contact and about us pages. Customer-friendly content will help build credibility and connections and rank the store higher in searches.

2. Research the Right Target Keywords

Search engine optimization is all about keywords. To rank high on a search engine’s index, specify a target keyword people are searching for and add it to your Shopify site. You’ll have to research and map keywords to gather the necessary information.

There are multiple resources, paid and free tools for researching and improving SEO for your Shopify store. Let’s look at some options and resources for keyword ideas and research.

  • Buyer personas.
    Put yourself in the shoes of the potential customers. Consider what you’d type into a search engine to find the products your eCommerce store is selling. Reach out to research your audience, related keywords, and ideas on what to sell on Shopify.
  • Social media.
    Use social media for the ultimate keyword research. Look for products similar to yours and explore the hashtags and terms used to describe them.
  • Competitors.
    How do they attract customers and gain traffic? Learn from the keywords they use in their web pages, meta tags, page titles, and meta descriptions – find out what the ranking factor is for them.
  • SEO tools.
    Search engines understand what keywords people look for the most. Use a keyword research tool like Google Trends, Google Analytics, and Bing Webmaster Tools. Or go for trustworthy paid services like Ahrefs to explore the current trends and searches worldwide.

Your Complete Guide to Shopify SEO (2023) 2

3. Improve the User Experience

User experience is another important factor that determines the future success of your store. Sell not only products online but excellent customer service and user experience to promote brand awareness and attract more people to your site.

Make your store look great on all devices, including phones, tablets, and desktops, to improve shopping on Shopify apps. Use paid or free Shopify themes to increase the time spent on your site – which Google considers for a higher ranking, leading to more traffic and conversions.

4. Improve Your Website’s Speed

When a customer visits a blog post or clicks on a website, they don’t want to wait ages for it to load. Frustration leads them to abandon a website, which is why it’s important to optimize your Shopify store speed. 

  • Choose a highly optimized theme or build one according to your specifications.
  • Use small, optimized images that are lighter and will load quickly. Use image optimizers like Tiny SEO if necessary.
  • Install only the apps you need. 
  • Avoid sliders.

Your Complete Guide to Shopify SEO (2023) 3

5. Have a Blog Section and Create Quality Content

Have a Blog Section and Create Content

Blog content is a great SEO booster for your Shopify store. Increase organic traffic on Google and enhance your Shopify marketing efforts with content and blog posts containing keywords. Shopify comes with a basic blogging engine that allows merchants to start writing with a few simple clicks. Go to your Online Store > Blog posts and get creative.

Content marketing can help stores reach a wide audience through search engines if the content is created around target keywords and adjusted to the specific niches of the business.

Come up with a good content strategy and optimize your website to the fullest. Determine what the main goal is for your Shopify blog. Consider what type of content you want to share and how it’ll attract new customers or strengthen your bond with existing ones.

6. Write Unique Product Descriptions

Product descriptions are your listings’ next most important factor – after photography and titles. A good product description will help you stand out from the competition, increase SEO rankings and your chances of selling a product.

  • Directly address the needs of your customers.
  • Highlight benefits over features. Not all customers are focused on the minor details – benefits are what makes your product different from others.
  • Use basic language. Product descriptions need to sound like a real, natural conversation, not a computer-generated one.
  • Make it short. Write straight-to-the-point, easy-to-read product descriptions with some bullet points or short paragraphs.
  • Add customer reviews and ratings on product pages to ensure the quality of your items.
  • Optimize descriptions with search engines. Add useful and popular keywords in the description to boost traffic and ranking on search engines.
  • Display appealing, high-quality product images. Consider the zoom function and Shopify image size. Add multiple angles of the product to give a clear perspective.

To save time, try using ChatGPT for writing product descriptions.

Your Complete Guide to Shopify SEO (2023) 4

Quick Tip Box

Partner with Printify and use our high-quality product preview images and detailed descriptions on your Shopify store to ensure the best results for your products.

7. Write Engaging Page Titles and Meta Descriptions

The page title and meta description should be engaging and precise. 

Shopify provides templates that automatically generate titles and descriptions. Still, you can edit those to your liking and boost your Shopify SEO, moving your store higher up on the search results with well-planned keywords. 

Remember that meta titles and descriptions are only for the search engine listing preview results. They will differ from the regular ones that appear on your product page.

Backlinks are links posted on relevant websites that send the user to your page. They have a huge impact on the search ranking, as search engines use backlinks to determine how the wider audience values your Shopify site. They establish brand credibility and trustworthiness. Link building is not easy, but the effort is worth it.

How do you get links to your Shopify store?

  • Publish strong content.
    Valuable content attracts backlinks since people prefer linking to interesting and reliable pieces.
  • Publish guest posts.
    By publishing on high-ranking websites, you will automatically earn backlinks.
  • Reach out.
    Contact bloggers, influencers, and review websites. Ask them to review your products.
  • Mentions.
    Maybe your store has already been mentioned without a backlink. Use mention.com to find possible mentions and email them asking for a link to your store.
  • Manufacturer and supplier links.
    Established companies might have a policy for retailers to get a link. Email them and ask for it.
  • Broken links.
    Search for broken links for products similar to yours. Reach out to the owner of the site with the broken link and ask them to link to your store instead.

Quick Tip Box

Avoid buying links. It can result in penalties and wrecking your website.

What Are the Best Shopify SEO Apps?

From free Shopify apps to paid ones, let’s look at some of the best ones for Shopify based on their features and price range.

Shopify SEO apps: SmartSEO.

  • Fixes 404 errors.
  • Generates meta tags.
  • Generates alt tags.
  • Multi-language support.
  • Sitemap integration.
  • Broken link management.
  • Removes microdata.
  • On-site SEO optimization.
  • Seven-day trial.
  • Free version available.
  • Plans from $9.99 per month.

This app automatically generates tags for all the listings on your store. Smart SEO assists with increasing organic traffic, helps search engines find your store, and improves its ranking by providing structured data in JSON-LD format. It’s an intelligent tool that ensures your store and all its features are in good shape.

The app will manage sitemap support, regularly scan the store page for broken links, and automatically fix issues at the same time. It’s easy to use, even in multiple languages, and a go-to option for optimizing Shopify SEO.

Shopify SEO apps: SEO Manager.

  • Scans for SEO issues and suggestions.
  • Google Trends integration.
  • 404 error management and repairs.
  • Google Search Console integration.
  • Redirect when out of stock.
  • Sitemap management.
  • Advanced meta settings.
  • Google PageSpeed integration.
  • Index and no index.
  • Image alt text issues scan.
  • Seven-day free trial.
  • $20 per month.

This app is perfect for beginners, providing a step-by-step guide on improving a site and its performance. SEO Manager comes with 20 features, testing the overall performance of your site, fixing errors, and giving relevant feedback.

The app helps increase your store rankings on search results and allows custom meta tags, titles, descriptions, and keywords. It provides templates to work with and helps with suggestions on how to do SEO on Shopify.

Shopify SEO apps: SEOMetriks.

  • Keyword research.
  • Technical audit.
  • Sitemap generation.
  • SEO analysis.
  • Excellent support.
  • Competitor metrics.
  • Rank tracking.
  • A social engagement tool.
  • Link optimization.
  • Google web search.
  • 14-day free trial.
  • $7.99 per month.

This app offers 15 website-optimizing tools for maximum results. Using intel from main SEO players like Majestic and SEMrush, access information from more than 370 global and local SEO data storages, which are constantly updated and monitored.

SEOMetriks provides site rankings, backlink analysis, and stats on competitor pages regarding traffic and rankings. Track your performance on social media platforms, as well as the latest keywords in your niche. Apply them to your product catalog and immediately boost your Shopify SEO.

Shopify SEO apps: Plug In SEO (PISEO).

  • Structured data (JSON-LD).
  • Updates along with search engines.
  • Fixing SEO issues.
  • Generates meta titles and descriptions.
  • Alt tags.
  • Google Search Console integration.
  • Keywords tools.
  • Broken link management.
  • Fixing errors.
  • Multilingual SEO.
  • SEO for collection pages, search, filters, and tags.
  • Free edition available. 
  • 14-day trial.
  • Plug In SEO Plus from $29.99 per month.

The free edition helps with basic SEO optimization, checking for and solving SEO issues with the integrated smart analyzer. Plug In SEO Plus is for more advanced users who want to explore SEO optimization to the fullest. 

Powerful optimization tools, excellent technical SEO support, and training videos with useful information, tips, and tricks on how to stay on top of the competitors.


  • Optimize your store’s structure, including links and navigation
  • Research the right target keywords.
  • Improve the user experience.
  • Improve your website’s speed.
  • Have a blog section and create quality content.
  • Write unique product descriptions.
  • Write engaging page titles and meta descriptions.
  • Invest in link building.

While basic SEO Shopify functions are free, more advanced customization will require adding third-party apps with subscriptions.

Although Shopify offers basic SEO tools, apps are needed to solve common issues like duplicate pages and limited options for SEO customization.


From Shopify, eBay, or Etsy SEO, optimization is important for every store owner. It helps to boost traffic, rank higher on search pages, and increase credibility, authority, and popularity among competitors. 

While there are plenty of Shopify alternatives, you don’t need to ditch the platform if your listings aren’t performing well. Use this Shopify SEO guide to boost your rankings, traffic, and overall performance. Improve Shopify SEO and start selling more.

Make It Happen Today!

This originally appeared on Printify and is available here for wider discovery.
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