Shopify and SEO: Working Together for eCommerce Site Success

Category: RECENT
June 30th 2021
4:58:22 pm

Shopify is one of the top eCommerce platforms in the industry. This is, in part, due to the fact that Shopify makes setting up an online presence and quick and straightforward.

That said, it is necessary to combine if retailers want their store to maximize its potential in the SERPs. While the Shopify platform as an out-of-the-box solution is excellent, retailers will still need to put in the legwork to ensure that their store’s visibility and performance are optimized for advantageous outcomes.

Here, we will showcase how retailers can utilize Shopify and SEO strategies to help enhance their website’s overall performance and visibility.

Let’s get started.

Shopify and SEO Strategies: 12 Ways to Achieve Higher Google Rankings

As it stands, each eCommerce platform is a bit different in how sellers will have to optimize the site for SERP performance.

For instance, is going to be a bit more involved as the platform is open source, thereby requiring more knowledge and skills to manage and enhance.

As far as using Shopify and SEO strategies together is concerned, Shopify provides retailers with a bevy of tools and applications to help achieve better SERP rankings.

That said, some of the ways that sellers can begin optimizing the Shopify storefront include:

1. Integrate Google Analytics

First things first: Integrating Google Analytics is necessary for retailers to track and report traffic to their site, as well as understand how to implement various.

Fortunately, Shopify makes integrating Google Analytics extremely simple.

Start by opening the Shopify store and navigating to Admin > Online Store > Preferences. From here, simply paste the tracking ID code snippet into the Google Analytics account field.

As will be the case with many of the points about using Shopify and SEO strategies together, this is quite a bit simpler than with other eCommerce solutions on the market.

2. Ensure Category Pages Are Linked on the Homepage

If there is one thing that often goes neglected in the eCommerce SEO arena, it is making a conscious effort to.

While that conversation is a bit outside the scope of this piece, the least that retailers can do to further this goal is to ensure that category pages are linked on the site’s homepage.

The homepage is the centerpiece of a website, thereby making it the most powerful page. Therefore, creating navigation links on the homepage will not only ensure a clear pathway for consumers to navigate the shop, but also as a way to pass along authority to category pages.

If sellers fail to complete this simple task, some of their site’s most important pages (i.e., category and product pages) will end up buried in the site and less accessible to visitors.

However, it is worth noting that if merchants only sell a small handful of products, that it is likely more helpful to link to these products directly, thus bypassing any potential category pages. That said, if retailers sell more than a dozen different items (roughly), then it is advisable to create category pages or product collections and link them on the homepage.

For those who have never done this before, Shopify’s help center features a great.

3. Install a Product Review App

Most retailers are well aware of the role that product reviews play in online retail success. The fact of the matter is that product reviews are critical to generating sales.

However, it is essential to understand that such reviews also play a vital role in a site’s SEO performance. Therefore, integrating product reviews is indispensable for Shopify and SEO strategies.

Thankfully, provides merchants with a veritable cornucopia of product review apps that enable sellers to showcase such assessments, thus helping to amplify sales and search visibility.

Through Shopify’s App Store, merchants will find both free and paid options from which they can choose. For those just getting started, is a great app to engage customers and.

4. Start a Blog

Content is a core pillar to SEO success.

There is no refuting this fact.

Therefore, one of the best Shopify and SEO strategies is to implement a blog. Fortunately, Shopify stores come with a built-in blogging feature.

This is one of the more vital Shopify features for merchants to leverage as content is a key component in and building a brand’s audience.

As it stands, there are a multitude of reasons to regularly upload quality content to eCommerce websites, including:

  • Search engines tend to give preferential treatment to sites that offer fresh content
  • Websites with valuable content are more likely to drive traffic, mainly if the site is
  • Regularly publishing quality content helps to build backlinks and authority

For those who are unfamiliar with the process and are somewhat of a novice in the content creation realm,.

However, for those who know what to do but are not sure what to write about, it is advisable to take a look at some competing websites to see what they are writing about and which of their pieces have gained the most traction.

Similarly, retailers can begin by conducting keyword research to see what consumers are searching for and what type of content search engines are serving. This can serve as an excellent benchmark for getting started.

Just don’t forget to.

5. Generate Unique Page Titles and Meta Descriptions

Page titles and meta descriptions are critical elements to Shopify and SEO strategies. The reason for this is that Google views page titles with great significance, while meta descriptions help to generate organic clicks from searches.

Understanding this, title tags and meta description tags should utilize a page’s primary keyword as close to the beginning as possibleas terms closer to the start carry more weight.

Moreover, to ensure that each title and description are in line with current, it is necessary to ensure that titles do not exceed 60 characters and descriptions remain under 160 characters.

While there is a chance that sellers might have a significant number of pages to alter the page title or description on in order to optimize it for Shopify and SEO strategies, it will be a time-consuming but necessary process.

6. Optimize Shopify Store Images

When it comes to Shopify and SEO strategies, image optimization is critical for improving a retailer’s presence in the SERPs.

While sellers will undoubtedly want to ensure that the sizing of their images is optimized, it is also vital to by including relevant keywords.

The fact is that alt tags have been used by search engines for many years as a means of understanding what an image is about and how it fits into the context of the page. This means that if someone is searching for a pair of blue sneakers on Google and the site has adequately optimized its alt tags, then those images are more likely to show up in the user’s search.

Moreover, there are also accessibility considerations. Shoppers who have visual impairments might utilize a screed reader to navigate a seller’s site. These often use alt tags to describe an image to such users. Therefore, the better a retailer’s alt tag, the more likely that person is to add the item to their cart.

At the same time, high accessibility standards are one of the many ranking factors that are taken into consideration when organizing pages in the SERPs.

Therefore, where alt tags are considered in the Shopify and SEO strategies framework, sellers will want to:

  • Write a proper image description without keyword stuffing
  • Include primary keywords close to the beginning
  • Ensure all alt tags are unique
  • Keep alt tags short and concise
  • Do not create alt tags for buttons or smaller, insignificant images

7. Eliminate Duplicate Content

While content is a critical aspect of SEO performance, duplicate content is a pervasive issue for eCommerce retailers.

For those who are unaware, duplicate content tends to refer to text that completely matches the copy that exists on another web page. That page is often on the seller’s own site but can also be on external pages.

For instance, if a retailer lazily copies and pastes a product description from a manufacturer’s website, that could be flagged as duplicate content. Similarly, if merchants have a multitude of product variations but fail to, this could also cause duplicate content issues.

More on canonical tags shortly.

The bottom line here is that duplicate content can be disastrous for a site. While search engines are often more lenient about internal duplication, external duplication could result in a penalty from search engines.

Therefore, is vital for good SEO performance using Shopify.

Fortunately, there are a variety of tools that sellers can use to uncover duplicate content issues. For instance, merchants might opt to use something as simple as, which can help detect external duplicate content.

For internal duplicate content, sellers might want to use something like the.

8. Build High-Quality Backlinks

Backlinks are one of the most influential Google ranking factors there are, which says a lot, given that there are over 200 different factors.

The primary reason for this is that backlinksparticularly those coming from relevant, high-authority websiteshelp to pass along authority to a website as they essentially act as a vote of confidence.

Additionally, quality backlinks are challenging to manufacture, let alone procure through honest means. That said, there are a multitude of.

While actively engaging in forums or websites like Quora is an ever-popular tactic, the most useful of the bunch is to produce and market extremely high-quality content.

This could come in the form of original research, infographics, skyscraper content or a panoply of other formats. However, the key to success is to promote the content to the right folks.

This can be achieved by blasting pieces out via email, on social media and conducting direct outreach to influential voices within a seller’s space.

When it comes to using Shopify and SEO strategies to generate more visibility, generating high-quality backlinks is of prime importance.

9. Get Technical

Technical SEO is critical to a seller’s SERP performance. However, many retailers either neglect this area of optimization or fail to implement the tenets in an effective manner.

In fact, there are even a handful of. Therefore, when it comes to Shopify and SEO strategies, the technical side of things is essential to nail.

In the technical SEO arena, web admins need to ensure that the following elements follow proper search engine guidelines:

  • Ensure that robots.txt files are crawlable
  • Verify that the site has an XML sitemap submitted via Google Search Console
  • Validate HTML and CSS
  • Correct any crawl errors and redirect issues
  • Properly employ heading tags (H1, H2, H3, etc.)
  • Correctly implement canonical tags and domain canonicalization
  • Utilize tools like to analyze and optimize site load times

On that note, let’s go ahead and take a closer look at a few of these elements.

10. Upload a Sitemap to Google Search Console

When it comes to Shopify and SEO strategies, cannot be overstated.

For the uninitiated, a sitemap is a file where retailers add all of the pages of their site that they want Google to crawl and index on a regular basis.

Thankfully, Shopify stores automatically generate a sitemap.xml file that houses all of the links to all of the pages of the seller’s site, thus providing a fantastic overview of the store’s structure.

With most of the work done by Shopify, merchants merely need to submit their files to Google via their Search Console account.

To access the sitemap, retailers simply need to navigate to the root directory of the store—for instance,

11. Implement Canonical Tags and Domain Canonicalization

Canonicalization refers to declaring a single domain or page as the primary version where multiples exist.

For instance, in the case of domain canonicalization, retailers might have several different domains, including:


To choose one as the canonical version, merchants can go to Online Store > Domains. From there, select a domain and click “Redirect all traffic to this domain.”

Where individual pages are concerned, merchants might have products that come in a variety of colors. This means that a panoply of permutations for a page could exist, thus causing duplicate content issues.

To avoid this problem, it is necessary for sellers to select a canonical version of the page. Thankfully, Shopify provides retailers with tons of information on, thereby helping to elevate a store’s SEO performance.

12. Set Up 301 Redirects

If Shopify users have a product go out of stock or they want to inform search engines that a page is no longer accessible or has permanently moved, it is necessary to implement a 301 redirect.

In fact, this is one of a few.

Final Thoughts

When it comes to Shopify and SEO strategies, there is a lot for retailers to know. However, Shopify makes implementing optimizations a relatively simple affair, thereby allowing retailers to focus more on their business and less on technical pursuits.

By following the aforementioned 12 tips for enhancing Shopify and SEO strategies on the platform, retailers can build themselves a solid foundation from which to work.

However, given the overly crowded and competitive nature of search, sellers might want to procure some reinforcements if they want to reach the top of the SERPs.

If your brand is ready to dominate the search competition, reach out to.

Our team of skilled optimization and content marketing specialists can help ensure that your Shopify store features industry-leading technical optimization, copy and content that will help to drive awareness, organic traffic and sales to previously unseen heights.