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  • Writer's pictureThe Orange Bear

Shopify SEO: A Quick Guide - 2023

Shopify SEO monster eating money

Brief Overview of Shopify as an eCommerce Platform

Shopify is a leading eCommerce platform that enables entrepreneurs to start, manage, and grow their online stores with ease. It offers a range of features including inventory management, payment gateway integration, and customizable templates, making it a one-stop-shop for all your eCommerce needs. Whether you're selling crafts, digital products, or even subscription boxes, Shopify provides the tools you need to operate efficiently.

Summary of Key Points

Optimizing your Shopify store for search engines is an ongoing, multi-faceted task that involves a deep understanding of how search engines work and what your audience is looking for. The key areas to focus on for effective Shopify SEO include:

  1. Keyword Research: Identifying the right keywords is the cornerstone of SEO. They influence your content, meta tags, and even the architecture of your site.

  2. On-Page SEO: Quality content, proper use of headings, and meta descriptions and titles play a critical role in your site's visibility. Internal linking also contributes to a cohesive and more navigable site.

  3. Technical SEO: Site speed and mobile optimization are not just user experience factors; they also impact SEO. Schema markup is another technical aspect to consider.

  4. Off-Page SEO: Building quality backlinks, engaging on social media, and encouraging customer reviews can amplify your SEO efforts.

  5. Local SEO: For Shopify stores with a physical or geographical focus, local SEO can be critical. Utilize Google My Business and focus on local keywords.

  6. Monitoring and Measuring Success: Tools like Google Analytics and Shopify analytics, along with key performance indicators (KPIs), help you track your SEO performance.

The Importance of SEO (Search Engine Optimization) for Online Businesses

Search Engine Optimization, commonly known as SEO, is crucial for the success of any online business. Without it, your website may get lost in the sea of search results, thereby missing out on valuable traffic and potential sales. Good SEO can increase your site’s visibility on search engines like Google, bringing in organic traffic that is more likely to convert. Moz's Beginner Guide to SEO offers an excellent starting point for anyone new to the subject.

Purpose and Goals of the Article

The objective of this article is to provide a comprehensive guide to Shopify store owners on how to implement effective SEO strategies for their online businesses. SEO is not just a one-time setup but an ongoing process. Shopify’s SEO guide and resources like Google's Search Engine Optimization (SEO) Starter Guide can be invaluable resources, but there’s a lot more to it, specifically when it comes to optimizing a Shopify store. By the end of this guide, you should have a better understanding of how to optimize your Shopify site for search engines, thereby increasing your traffic and revenue.

Stick around as we dive deep into keyword research, on-page and off-page SEO, technical aspects of SEO, and how to monitor your efforts for continual improvement.

Why is SEO Important for Shopify Stores?

Increased Organic Traffic

One of the most compelling benefits of SEO is the increase in organic traffic to your online store. Organic traffic consists of visitors who come to your website through unpaid search results. By optimizing your Shopify store correctly, you can rank higher in search results, making it easier for potential customers to find you. Higher rankings usually translate into more clicks, and more clicks mean more opportunities for sales. For a detailed analysis on how organic traffic can benefit your eCommerce business, consider reading Neil Patel's Guide to Increasing Organic Traffic.

Higher Conversion Rates

Optimized websites are more user-friendly and easier to understand, navigate, and transact on. An optimized site that ranks high in search results tends to be more trustworthy to users, which can lead to higher conversion rates. Conversion doesn't always mean sales; it can be any action you want the user to take, such as signing up for a newsletter. For actionable tips on improving conversion rates through SEO, ConversionXL offers an in-depth guide.

Improved User Experience

SEO isn’t just about pleasing search engines; it’s also about enhancing the user experience. A well-optimized site is generally more user-friendly. For instance, mobile optimization and faster page loading times not only improve rankings but also make for a better user experience. Google's guide on Page Experience offers great insights on this aspect.

Brand Credibility

Ranking higher in search engine results also increases the credibility of your brand. People are more likely to trust websites that appear on the first page of search engine results. SEO can help establish your store as an authority in your niche, thereby building trust and credibility. Forbes highlights the importance of SEO in building brand credibility.

In summary, SEO plays a vital role in increasing organic traffic, improving conversion rates, enhancing user experience, and building brand credibility for Shopify stores. These aspects are interconnected and contribute to the overall success of your eCommerce business.

Understanding Shopify’s Built-in SEO Features

Auto-generated Sitemaps

Shopify automatically generates a sitemap for your online store, which helps search engines index your site more efficiently. A sitemap lists out the URLs for a site, enabling search engines to crawl the site more intelligently. This means faster indexing and more attention from search engines like Google. To better understand the importance and function of sitemaps, you can check out Google's guide on Building and Submitting a Sitemap.

Editable Meta Descriptions, Titles, and URLs

One of the convenient features of Shopify is the ability to edit the meta descriptions, titles, and URLs for your products, blog posts, and webpages. Meta information is essential as it tells search engines what your page is about, and it’s what users see in the search results. A well-crafted meta description can increase click-through rates and bring in more organic traffic. Moz's guide on meta descriptions provides best practices and tips for crafting effective meta descriptions.

Image Alt Text Features

Shopify allows you to add alt text to your images, which is a crucial aspect of SEO. Image alt text improves website accessibility for those who use screen readers and also provides search engines with context for image search ranking. Not only is this an SEO best practice, but it also enhances user experience and can drive traffic from image-based search engines. Shopify's own guide on adding alt text offers straightforward instructions for store owners.

Mobile Optimization

Given the increasing prevalence of mobile browsing, Shopify ensures that all its themes are mobile-responsive. Mobile optimization is not just a user experience requirement but also a significant SEO ranking factor, as Google uses mobile-first indexing. This means Google predominantly uses the mobile version of a site for ranking and indexing. Google's Mobile-Friendly Test can be a helpful tool to check the mobile-friendliness of your Shopify store.

By taking full advantage of these built-in SEO features, Shopify store owners can achieve a solid foundation for SEO success. It's a straightforward way to address key SEO elements without requiring additional plugins or extensive technical know-how.

Keyword Research

Importance of Keyword Research

Understanding the power of keyword research is pivotal to any SEO strategy, especially for Shopify stores. This research involves identifying words and phrases that potential customers might use to find your products or services on search engines. The right keywords can be the bridge that connects your target audience to your online store.

Role in Attracting the Target Audience

Effective keyword research ensures that you’re not just getting traffic, but the right kind of traffic—people who are likely to convert because they’re interested in what you’re offering. By understanding the search intent behind certain keywords, you can tailor your product listings and content to meet the needs of your audience. Neil Patel's guide on understanding user intent can be particularly enlightening in this regard.

Influence on Ranking

Search engines strive to deliver the most relevant results to users’ queries. When your Shopify store pages are optimized for keywords that are not only relevant but also frequently searched, it's more likely they will rank higher in search engine results. Moz’s guide on Keyword Research is an excellent resource to dive deeper into how keyword optimization influences ranking.

Tools for Keyword Research

Several tools can aid in finding the right keywords for your Shopify store.

Google Keyword Planner

A free tool integrated with Google Ads, Google Keyword Planner offers keyword ideas based on actual Google search data. It's useful for discovering new keywords and seeing search volume estimates. Here's how to use Google Keyword Planner.


Ahrefs is a more advanced tool that provides in-depth keyword analytics, including keyword difficulty, search volume, and more. It also offers a feature to analyze your competitors' keywords. Ahrefs' keyword research guide offers a robust methodology for leveraging their platform.


SEMrush is another premium tool that offers extensive data, including keyword variations, search volume, and competitive analysis. The tool can even audit your website for SEO performance. Check out SEMrush’s guide for conducting keyword research. is useful for long-tail keyword research, providing a plethora of keyword suggestions for multiple search engines. Here's how to make the most of

Implementing Keywords in Your Shopify Store

Once you've identified the right keywords, the next step is to implement them throughout your Shopify store to optimize for search engines effectively.


The title of each page, product, or blog post on your Shopify store should include your target keyword. Titles are one of the most potent on-page SEO elements.


Product descriptions and meta descriptions should also incorporate the target keywords. The goal is to make them appear natural and not forced, enhancing both readability and SEO. Shopify’s guide on writing product descriptions can help you in balancing user experience and SEO.


Using keywords in header tags (H1, H2, etc.) on your pages helps to break down the content and make it more accessible and enjoyable to read while enhancing SEO.

URL Slugs

Clean, descriptive URL slugs not only improve user experience but also offer another opportunity for implementing keywords. For example, instead of a URL like "," use ""

Alt Text for Images

Image alt text is often overlooked, but it's another avenue for keyword implementation. Like with page titles and meta descriptions, make sure the usage of keywords in alt text appears natural and relevant.

Remember, keyword research is the cornerstone of your Shopify SEO strategy. By understanding and implementing effective keywords throughout your site, you can improve your store's visibility, attract a more targeted audience, and influence your search rankings positively. With the right tools and practices, your Shopify store can become a powerful magnet for organic traffic.

Shopify monster playing in money

On-Page SEO

Content is King

High-Quality Content for Product Descriptions

Crafting high-quality, engaging, and informative product descriptions is paramount in any Shopify SEO strategy. A well-written product description does not only inform but also persuades the customer to make a purchase. It should be compelling and packed with relevant keywords, but it shouldn't compromise readability or user experience. Shopify's guide on writing product descriptions is a valuable resource for learning how to write descriptions that sell.

The Role of Blogging

Blogs can be a game-changer for your Shopify store’s SEO. They allow you to create content that is not only valuable to your readers but also rich in keywords and topics related to your niche. The more high-quality content you have, the more opportunities you create for your site to show up in search engines. HubSpot’s guide to business blogging offers insights on effective blogging strategies for businesses.

FAQ Pages

Frequently Asked Questions (FAQ) pages can significantly contribute to your on-page SEO. These pages are a great way to address common queries about your products or services while seamlessly integrating keywords. Well-crafted FAQ pages can improve the user experience, reduce bounce rates, and make your website more authoritative in the eyes of search engines.

Internal Linking

Importance of Linking Internally

Internal linking refers to the practice of linking one page of your website to another page on the same website. Effective internal linking can help distribute page authority throughout your site, which can improve the SEO of individual pages. It also helps in guiding the visitor to high-value, related content, thereby improving user experience and engagement. Moz's guide on internal links is an excellent resource for understanding the importance of this practice.

Best Practices for Anchor Text

Anchor text is the clickable text in a hyperlink. Using descriptive, relevant anchor text can improve the user experience and have a positive impact on SEO. However, it's essential to avoid over-optimization by varying the anchor text and making it natural within the content. Search Engine Journal provides a guide on anchor text best practices.

Meta Descriptions and Titles

Importance and Best Practices

Meta descriptions and titles are what users see in the search results, making them one of the first impressions people will have of your site. Well-crafted meta titles and descriptions can not only improve click-through rates but also contribute to better rankings. They should be concise, descriptive, and include relevant keywords. Yoast’s guide on meta descriptions offers useful tips on writing compelling meta descriptions and titles.


  • Good Meta Title: "Organic Blueberry Jam | XYZ Foods – Your Healthy Choice"

  • Good Meta Description: "Experience the rich, natural flavors of our Organic Blueberry Jam. Free from preservatives and artificial sweeteners. Order now for a healthier spread."

  • Bad Meta Title: "Product 129847 – XYZ Foods"

  • Bad Meta Description: "Item for sale. Click to find out more."

In the end, on-page SEO is an indispensable element of your overall SEO strategy for your Shopify store. By focusing on producing high-quality content, implementing effective internal linking, and optimizing your meta titles and descriptions, you can significantly improve your site's search engine rankings and user experience.

Technical SEO

Site Speed

Importance of Quick Loading Time

A slow-loading website can be a major deterrent for visitors, leading to high bounce rates and consequently, lower rankings on search engines. Site speed is a critical factor not just for user experience but also for SEO. Google has indicated that site speed is one of the signals used by its algorithm to rank pages. Google's guide on the importance of site speed provides a comprehensive view on this topic.

Tips to Improve Speed

Improving site speed can involve multiple strategies, such as compressing images, leveraging browser caching, and reducing server response times. Many of these actions can be handled within the Shopify platform or via third-party apps.

Tools to Check Site Speed

Various tools are available to test your website's speed. Google’s PageSpeed Insights is a popular choice, as is GTmetrix. These tools provide actionable insights to help improve your website's speed.

Mobile Optimization

Importance in the Age of Smartphones

With the majority of internet users accessing websites via smartphones, having a mobile-optimized site is non-negotiable. Google uses mobile-first indexing, meaning it predominantly uses the mobile version of a website for ranking and indexing. Google's guide on mobile-first indexing offers more details on why this is crucial.

Tips for Mobile-Friendly Design

A mobile-friendly site should have responsive design, easy navigation, and quick load times. Text should be readable without zooming, and buttons should be easily clickable. Smashing Magazine offers an in-depth guide on how to create mobile-friendly designs.

Schema Markup

What is Schema Markup?

Schema markup is a code that you put on your website to help search engines provide more informative results for users. This can include additional information like product ratings, price, and availability right in the search results. It helps search engines understand your website content better and enhances your store's visibility in search results. provides a comprehensive guide on the types of markup available.

How to Add it to Your Shopify Store

Adding schema markup to your Shopify store can be done manually by editing the HTML or through various Shopify apps designed to simplify the process. Shopify themes often include basic schema markup, but for more advanced configurations, you might want to consult a developer or use specialized apps. Shopify's guide on using schema markup provides a step-by-step process for store owners.

Ultimately, focusing on the technical aspects of SEO like site speed, mobile optimization, and schema markup can significantly contribute to your Shopify store's performance in search engine rankings. While these aspects might seem daunting at first, they're crucial for improving both user experience and your store's visibility online. Implementing these best practices will set a strong technical foundation for your Shopify store's SEO strategy.

Smiling Shopify monster rolling in cash

Off-Page SEO

Building Backlinks

Importance of High-Quality Backlinks

Backlinks, or inbound links from other websites, are one of the most significant ranking factors in search engine optimization. High-quality, relevant backlinks can significantly boost your site's authority and, by extension, its potential to rank higher in search results. Search engines view these links as endorsements, implying that your content is valuable and worth linking to. Backlinko’s comprehensive guide on backlinks provides more insights into why they are crucial for SEO.

Techniques for Backlink Building

There are various techniques to build backlinks, including guest blogging, outreach to industry influencers, and creating shareable, high-value content that naturally attracts links. Using these strategies in a balanced way can offer a robust backlink profile that will favorably influence your SEO. Moz’s Beginner’s Guide to Link Building offers a step-by-step approach to effective backlink acquisition.

Social Media Signals

Influence of Social Media on SEO

While social media signals (likes, shares, follows, etc.) are not direct ranking factors, they do have an impact on SEO indirectly. Social sharing can increase the visibility and reach of your content, which in turn can lead to more opportunities for people to link to it. Search Engine Journal explains how social media affects SEO in a comprehensive manner.

Best Practices for Social Sharing

Consistency is key when it comes to social media. Regularly post high-quality, shareable content that is relevant to your audience. Engaging with users and leveraging hashtags effectively can also help your content reach a broader audience. Platforms like Facebook, Twitter, and Instagram offer various ways to share your Shopify store products and blog posts, thereby boosting your off-page SEO efforts. Hootsuite’s guide to social media best practices provides actionable tips.

Customer Reviews

Encouraging Customer Reviews

Customer reviews not only build trust and influence purchasing decisions but also contribute to SEO. They provide fresh, user-generated content, rich in keywords and relevance. By encouraging satisfied customers to leave reviews, you improve your site's SEO and credibility. Shopify's guide on getting customer reviews is a useful resource for strategies to encourage customer engagement.

The Role of Reviews in SEO

Reviews contribute to local SEO rankings and can even appear in the rich snippets in search results, potentially increasing click-through rates. Having a high number of positive reviews can differentiate your Shopify store in a crowded marketplace and make you more appealing in the eyes of both search engines and customers.

Off-page SEO is a crucial component of your overall Shopify SEO strategy. While on-page SEO helps your site be "findable" by search engines, off-page SEO helps it to be considered important and authoritative. By implementing effective backlink-building techniques, leveraging social media, and encouraging customer reviews, you can significantly improve your Shopify store's off-page SEO, driving more organic traffic and boosting conversions.

Local SEO for Shopify

Importance for Brick-and-Mortar Stores

If you own a brick-and-mortar store in addition to your Shopify online store, local SEO is essential for driving foot traffic and creating a cohesive online-to-offline shopping experience for your customers. Even if you only operate online, you might find that a significant portion of your customers come from certain geographic areas. Local SEO helps your business appear in local search results, putting you in front of a highly relevant and often ready-to-buy audience. BrightLocal’s Ultimate Guide to Local SEO offers a comprehensive overview of why this strategy is essential for businesses with a local presence.

Google My Business Integration

One of the most effective ways to boost your local SEO is through Google My Business (GMB) integration. By creating or claiming your GMB listing, you're providing Google with verified information about your business, which it uses to match local search queries with local businesses. This listing can include essential details like your store address, business hours, and customer reviews. Not only does this information appear in Google Search, but it also shows up in Google Maps, making it easier for potential customers to find you. Google’s official guide to setting up your GMB offers step-by-step instructions for this crucial task.

Local Keywords

Using local keywords is another vital component of a successful local SEO strategy. These are search terms that include specific geographic locations or phrases that are commonly used in your local area. For example, if you own a coffee shop in Boston, you might use keywords like "best coffee shop in Boston" or "Boston organic coffee beans" in your Shopify store’s product descriptions, blog posts, and meta titles and descriptions. This practice helps signal to search engines that your business is relevant to users searching for products or services in that specific area. Tools like Google Keyword Planner can help you discover which local keywords are most effective for your business.

In summary, local SEO for Shopify is not just for brick-and-mortar store owners but for anyone looking to target a geographically specific audience. By understanding the importance of local SEO, leveraging Google My Business, and optimizing for local keywords, you can significantly increase both your online and offline visibility. This will make it easier for local customers to find you, whether they're searching from the comfort of their homes or walking down the street looking for your products or services.

Monitoring and Measuring Success

Having a strong SEO strategy for your Shopify store is important, but equally critical is the ability to monitor and measure the success of your efforts. This helps you understand what's working, what's not, and how you can improve.

Analytics Tools

Google Analytics

Google Analytics is a robust, free tool that allows you to track a myriad of metrics including user behavior, traffic sources, and conversion rates. It's vital for anyone serious about SEO to have Google Analytics set up. This platform offers insights into how users are interacting with your site, which pages are most popular, and how long they stay, among other valuable data. Google’s own guide can help you get started with Google Analytics.

Shopify Analytics

Shopify also offers built-in analytics that provide store owners with a range of useful metrics right in the Shopify dashboard. While not as comprehensive as Google Analytics, Shopify Analytics is very user-friendly and offers essential data like sales, customer behavior, and referral sites. For more details on how to make the most of this built-in feature, check out Shopify's guide on its Analytics.

Third-Party Tools

In addition to Google and Shopify analytics, there are various third-party tools that can offer more specialized insights. Platforms like SEMrush and Ahrefs can provide comprehensive SEO analytics, from backlink profiles to keyword rankings.

KPIs to Track

Organic Traffic

The number of visitors coming to your site from organic search is a primary indicator of SEO success. An increase in organic traffic generally means your SEO strategies are effective and you are gaining more visibility.

Bounce Rate

The bounce rate represents the percentage of visitors who navigate away from your site after viewing only one page. A high bounce rate could indicate irrelevant traffic or poor user experience, both of which are detrimental to SEO.

Conversion Rate

Simply drawing traffic to your site isn’t enough; you want visitors to take action, like making a purchase or signing up for a newsletter. The conversion rate tells you the percentage of visitors who perform such desired actions, and it's a strong indicator of how well your website meets the needs of its users.

Page Loading Time

As discussed earlier, site speed is crucial for both user experience and SEO. Tools like Google’s PageSpeed Insights can help you monitor this metric.

By effectively utilizing analytics tools and tracking the right KPIs, you can continually refine your SEO strategy to improve your Shopify store's performance. Monitoring and measuring are not one-time activities but ongoing processes that are essential for long-term SEO success.

Final Tips and Recommendations for Shopify SEO

  1. Be Consistent: SEO is a long-term commitment. Consistency in optimization efforts yields the best results over time.

  2. Stay Updated: SEO is an ever-changing field. Search engine algorithms frequently update, so it's crucial to stay informed and adjust your strategies accordingly.

  3. Focus on User Experience: At the end of the day, SEO is about delivering the best possible experience to your users. High-quality content, fast loading times, and an intuitive site structure contribute to a better user experience, which in turn positively impacts SEO.

  4. Seek Professional Help if Necessary: SEO can be complex, and there's no shame in seeking professional guidance, especially when starting.


What is SEO and why is it important for my Shopify store? SEO stands for Search Engine Optimization, and it's the practice of improving a website to make it more visible in search engine results pages (SERPs). Effective SEO can drive more organic traffic to your Shopify store, increasing sales and brand awareness.

How long does it take to see SEO results? SEO is a long-term strategy, and it can take anywhere from three to six months or even longer to see significant results. However, some improvements like site speed can have immediate effects.

Can I do SEO for my Shopify store myself? Yes, you can implement many SEO strategies yourself, especially with the built-in features that Shopify provides. However, for more advanced tasks like backlink building or technical SEO, you might benefit from professional help.

Is mobile optimization really that important for SEO? Absolutely. With more people browsing and shopping on mobile devices, search engines like Google prioritize mobile-friendly websites.

What are some quick wins for improving Shopify SEO? Some quick wins include improving meta titles and descriptions, optimizing images for faster load times, and setting up Google My Business for local SEO.

By following these best practices and continuously monitoring your performance, you can significantly improve your Shopify store's SEO, drive more organic traffic, and ultimately increase sales.


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