SEO for Shopify isn't rocket science, but it does require attention to detail and a systematic approach.
This checklist covers the 25 most important SEO optimizations for Shopify stores, organized by priority and impact. Follow these steps to improve your organic rankings, drive more qualified traffic, and increase sales.
Technical SEO Foundation (Steps 1-8)
1. Enable SSL Certificate
Action
Ensure your store uses HTTPS (Shopify does this automatically)
Why: Google requires HTTPS for ranking; builds customer trust
Check
URL should start with https://
2. Submit XML Sitemap to Google
Action
Submit yourstore.com/sitemap.xml to Google Search Console
Why: Helps Google discover and index all your pages
Frequency
Automatic updates, verify quarterly
3. Optimize Site Speed
Action
Aim for under 3-second load time
Tools: Google PageSpeed Insights, GTmetrix
Quick Wins
Compress images, remove unused apps, use lightweight theme
4. Fix Broken Links
Action
Use Screaming Frog or Ahrefs to find 404 errors
Fix: Redirect broken URLs to relevant pages
Impact
Improves user experience and crawl efficiency
5. Implement Structured Data
Action
Add Product, Review, and Breadcrumb schema
Why: Enables rich snippets in search results
Tool
Google's Rich Results Test
6. Create Robots.txt File
Action
Shopify creates this automatically at /robots.txt
Check: Ensure it's not blocking important pages
Customize
Block duplicate content (cart, checkout, search pages)
7. Optimize URL Structure
Action
Use descriptive, keyword-rich URLs
Format: yourstore.com/collections/category/product-name
Avoid
Numbers, dates, unnecessary parameters
8. Set Up 301 Redirects
Action
Redirect old URLs when changing product handles
Location: Shopify Admin ā Online Store ā Navigation ā URL Redirects
Why
Preserve SEO value and avoid 404 errors
On-Page SEO (Steps 9-16)
9. Optimize Page Titles
Format
Primary Keyword | Secondary Keyword | Brand Name
Length: 50-60 characters
Example
"Organic Cotton T-Shirts | Sustainable Fashion | BrandName"
10. Write Compelling Meta Descriptions
Length
150-160 characters
Include: Primary keyword, benefit, call-to-action
Example
"Shop eco-friendly organic cotton tees. Soft, sustainable, and stylish. Free shipping on orders $50+. Order today!"
11. Use Header Tags Properly
H1
One per page, include primary keyword
H2-H6: Organize content hierarchically
Avoid
Multiple H1 tags, skipping levels
12. Optimize Product Descriptions
Length
Minimum 150 words, ideally 300-500
Include: Keywords naturally, benefits, specifications
Format
Short paragraphs, bullet points, scannable
13. Add Alt Text to Images
Format
Descriptive, include keywords when relevant
Example: "Organic cotton crew neck t-shirt in navy blue"
Avoid
Keyword stuffing, generic descriptions like "image1.jpg"
14. Optimize Collection Pages
Add
Unique descriptions (150+ words)
Include: Target keywords, category benefits
Why
Collection pages can rank for high-volume keywords
15. Internal Linking Strategy
Link
Related products, collections, blog posts
Anchor Text: Descriptive, keyword-rich
Goal
2-5 internal links per page
16. Create Unique Content
Avoid
Duplicate manufacturer descriptions
Write: Original product descriptions
Add
Buying guides, comparison charts, FAQs
Content Marketing (Steps 17-20)
17. Start a Blog
Frequency
2-4 posts per month minimum
Topics: How-tos, buying guides, industry news
Length
1,500-2,500 words for pillar content
18. Target Long-Tail Keywords
Research
Use Ahrefs, SEMrush, or Ubersuggest
Focus: Low competition, high intent keywords
Example
"best organic cotton t-shirts for sensitive skin"
19. Create Buying Guides
Format
Comprehensive, helpful content
Include: Product comparisons, recommendations
Link
To relevant products naturally
20. Optimize Blog Posts
Title
Include target keyword
URL: Short, keyword-rich
Images
Optimized, with alt text
CTA
Link to relevant products/collections
Off-Page SEO (Steps 21-23)
21. Build Quality Backlinks
Strategies
Guest posting, digital PR, partnerships
Focus: Relevant, authoritative sites
Avoid
Buying links, link farms, spammy directories
22. Leverage Social Proof
Reviews
Encourage customer reviews
UGC: Share customer photos and testimonials
Social
Active presence on relevant platforms
23. Local SEO (If Applicable)
Google Business
Create and optimize profile
NAP: Consistent Name, Address, Phone across web
Local Keywords
Include city/region in content
Monitoring & Maintenance (Steps 24-25)
24. Set Up Google Search Console
Monitor
Impressions, clicks, rankings
Fix: Coverage issues, mobile usability errors
Track
Top queries and pages
25. Regular SEO Audits
Frequency
Quarterly
Check: Rankings, traffic, technical issues
Tools
Ahrefs, SEMrush, Screaming Frog
Shopify-Specific SEO Tips
Duplicate Content: Shopify creates multiple URLs for products (collections, tags). Use canonical tags.
Pagination: Implement properly for large collections.
Faceted Navigation: Be careful with filter URLs creating duplicate content.
Blog Subdomain: Keep blog on main domain (yourstore.com/blog), not subdomain.
Common Shopify SEO Mistakes
Using Default Titles
"Product Name ā Store Name" is lazy
Thin Content: 50-word product descriptions don't rank
Ignoring Mobile
70% of traffic is mobile
No Blog: Missing huge SEO opportunity
Slow Site
Speed is a ranking factor
Conclusion
SEO is a marathon, not a sprint. Implement these 25 steps systematically, and you'll see gradual improvements in rankings and organic traffic.
Focus on the technical foundation first (steps 1-8), then optimize your on-page elements (9-16), create valuable content (17-20), and build authority (21-23). Monitor progress and adjust your strategy based on data.
Need help with Shopify SEO? At ShopifyForge, we offer comprehensive SEO audits and optimization services. Our team will implement these 25 steps and more to improve your organic rankings and drive qualified traffic. Schedule a free SEO audit.