ServicesShopify SEO

Shopify SEO

Shopify gives you a fast, hosted store, but it also fixes your URLs under /products/ and /collections/, writes its own sitemap and lets every app add code to the theme. We work inside those rules: tightening collection pages, cleaning up duplicate product paths and making sure what Google crawls matches what you actually sell.

Discuss Shopify SEO
Explore the service

Collections first, then products, then everything the theme and apps add.

SHOPIFY SEO
Collection and product search mapping

Match each collection to how shoppers search.

Theme, Liquid and app output

Fix duplicate paths, schema and script bloat.

Organic revenue by landing page

Report on sales, not just rankings.

Example sequence · Final scope depends on your store

What we can help with

What a Shopify SEO engagement covers

Most Shopify work falls into the six areas below. If the store is new and only has a handful of products, Shopping ads usually bring sales sooner while organic pages mature. Deliverables, access and fees are agreed in writing before anything changes in your admin.

  • Collection structure mapped to real category searches
  • Product links that point to the canonical /products/ URL
  • Theme and app audit for duplicate schema and heavy scripts
  • Tag and filter pages kept out of the index where they add nothing
  • Product titles, descriptions and metafields rewritten for buyers
  • Redirects for changed handles, deleted products and old platforms

Shopify SEO in practice

Treat collections as your category landing pages

On most Shopify stores the collection page is the one that should rank for searches like “women’s merino base layers” or “large ceramic planters”. Many stores leave it as a product grid with a one-line description. We work out which collections match real search demand, which need splitting or merging, and what copy, filters and internal links each one needs. Product pages then do a different job: clear titles, the specifics shoppers ask about (size, material, compatibility, delivery times to Australian addresses) and descriptions written for your store instead of the supplier’s stock text.

If you sell across more than one platform or channel, our eCommerce SEO work covers the category and product strategy that applies whatever the store is built on.

Theme and app work

Fix what the theme and apps add to every page

Shopify lets a product be reached through a collection path such as /collections/sale/products/blue-jacket as well as /products/blue-jacket. The canonical tag points to the short version, but many themes still link to the long one from collection grids, which spreads crawling across copies. That fix sits in the Liquid templates. We also check any robots.txt.liquid edits, review stars and schema added by apps on top of the theme’s own markup, leftover code from apps you’ve uninstalled and, if you use Shopify Markets, the regional URLs and hreflang tags the store outputs.

Merchants often arrive on Shopify from BigCommerce or WooCommerce, and the redirect map matters as much as the new theme. Organic product pages also share catalogue data with Google Shopping Ads, so we keep titles and product attributes consistent across both.

How we work

From crawl to revenue report

01

Crawl the store and read the data

We crawl the live storefront, pull Search Console and Shopify sales by landing page, and list which collections and products already earn organic orders.

02

Prioritise fixes by sales impact

Template fixes that touch every product usually come first. Copy work is ranked by collection revenue, margin and how close a page already sits to page one.

03

Ship, check, then report

Changes go into a duplicate theme for preview before publishing. We recrawl after each release and watch Search Console for indexing changes.

Measurement and review

What we report on for Shopify stores

The main number is organic revenue by landing page, split into collections and products, taken from Shopify and GA4 together because the two count orders slightly differently. Alongside it we track Search Console clicks and impressions for the collection terms we targeted, and how many product URLs Google reports as indexed versus excluded.

Read the numbers against your trading calendar. A Click Frenzy or Black Friday promotion, a stock-out on a hero product or a theme change can move results more than any SEO change, so we note those events in every report.

Good questions

Shopify SEO questions

Straight answers to what store owners usually ask first.

Can we change Shopify’s /products/ and /collections/ URLs?

No. Shopify fixes those prefixes, along with /pages/ and /blogs/, and a standard store has no setting that removes them. It isn’t worth worrying about, because plenty of Shopify stores rank well with them. What you control is the handle after the prefix, so keep handles short and descriptive. When you change one, keep the redirect Shopify offers to create so existing links and rankings carry over.

Do we need to switch themes to improve SEO?

Usually not. Current Online Store 2.0 themes generally produce clean HTML, and the problems we find tend to be specific: collection grids linking to the long product path, duplicated Product schema or a slow hero slider. Those are fixed with targeted Liquid edits in a duplicate theme. A theme change is worth considering when past developers have customised the current one so heavily that every edit risks breaking something.

How many apps is too many?

There’s no fixed number. The test is what each app loads on the storefront. Review, upsell, chat and popup apps can each add scripts to every page, and some older apps leave code behind after you uninstall them. We list what each app injects, flag overlaps such as two apps both adding review schema, and suggest which to remove or replace with features your theme already has.

What about out-of-stock and discontinued products?

Keep temporarily out-of-stock products live and indexable, show a back-in-stock option and let the structured data report the true availability. For lines you will never restock, redirect the URL to the closest replacement or the parent collection using Shopify’s URL redirects. Deleting products without redirects is a common source of 404 errors after a range change, and those broken links also hurt shoppers arriving from old emails or social posts.

How do we start without committing to a retainer?

Ask for the free audit. We review a sample of collections and products, the theme’s output and your Search Console data, then send a prioritised checklist your team or developer can work through. Collaborator access is enough for us to look at the theme code. Ongoing SEO or theme development is quoted separately if you want us to do it. See what the free marketing audit includes.

Connected services

Work that sits alongside Shopify SEO

01

eCommerce SEO

Category and product strategy that holds up whichever platform runs the store.

Explore eCommerce SEO

02

BigCommerce SEO

For merchants comparing platforms or running a second storefront.

Explore BigCommerce SEO

03

Google Shopping Ads

Paid product listings fed by the same catalogue data we clean up for organic.

Explore Google Shopping Ads

A useful starting point

What the free Shopify audit looks at

We start with your highest-revenue collections and the products inside them, then check how the theme renders those pages to Google.

  • Which collections match real searches and which are missing or doubled up.
  • Theme and app issues ranked by how many pages they affect.
  • A short list your developer can action, and what would need a paid scope.
See the 100% free audit offer

Get a free Shopify audit with an actionable checklist.

Tell us your store URL and the collections that matter most to revenue.

Get my free audit & checklist