SEO in Shopify: The ultimate Shopify SEO guide

Our ultimate guide to SEO in Shopify will teach you in 4 steps the best way to optimise and improve your business’ site on Shopify through SEO. Shopify is a popular platform for those who want to sell a product online due to its functionality, with over 2 million users worldwide. However, search engine optimisation is not built into the Shopify platform, yet is the most important element for any business in order to maximise the quantity and quality of traffic to your site. SEO in Shopify simply involves SEO improvements and google shopping management strategies that are more unique to Shopify, allowing your products to be at the front and centre as customers research, compare and buy online.

Search engine optimisation is the practice of increasing site traffic organically and is extremely important to boosting your sites ranking- with the majority of online traffic driven by SEO. Organic search results appear much more credible to the user and therefore receive more clicks than paid ads.

Ultimate SEO in Shopify guide:

  • Step 1: Site structure
  • Step 2: Keyword research
  • Step 3: On page SEO
  • Step 4: Building links

Step 1: SEO on Shopify-site Structure

Site structure firstly impacts SEO rankings but also the users experience of your site. The bottom line is, you want search engines and your target audience to easily access and navigate your store. Simplicity is key, the best way to structure your site is to make sure that it is simple and possible to scale as your store grows. Also, it is important for each page to be as few clicks away from the homepage as possible.

Step 2: Keyword Research

In SEO, keyword research is a great way of understanding your target market. It involves identifying the high-value search terms that your target audience is searching for and how they are searching for it.

Some of the best keyword research tools are easily accessible and free. These tools are a great way to determine the value of a keyword or phrase. Some examples include;

  • Google keyword planner
  • Google trends
  • MOZ keyword explorer
  • Answer the public

Whilst it can be useful to target popular terms and phrases your target audience is searching for, it can be more beneficial to use terms with lower search volumes as they are often less competitive. The task of narrowing down your keywords list may seem impossible but the areas so focus on include volume, competition, relevance and intent.

Step 3- On page SEO

The aim of SEO is to quickly provide users with the content they desire in the format in which they desire it. As a Shopify partner, we know that the most effective ways to do this on Shopify are through the URL and product descriptions.


The URL should be easy to read by both users and by search engine crawlers. This is to ensure that the site is visible and optimises its page ranking. Searchers are much more likely to click on a readable URL that clarifies the information on that page. It is useful to include specific keywords your page is targeting within the URL.


Reduce thin content pages by using long product descriptions that are filled with your identified relevant keywords. The more information included on the page means the more information google has to access, index and rank. This is a significant way of boosting your Shopify sites rank on search engine results pages.

Step 4- Building Links


Backlinks or external links are the most important element of SEO for Shopify. Backlinks are effectively hyperlinks that point from one site to another. Backlinks are important in determining a site’s ranking, as a site with links from credible sources seems more trustworthy. Backlinks are also a great way to drive qualified traffic to your site if the links are acquired via relevant websites.

Internal links

On the other hand, internal links are also important, these work by connecting internal pages of the same domain. Using a high number of internal links that point to a particular page on your site provides a signal to google that a particular page on your Shopify site is important.
What organisational internal links should look like (source: MOZ).

SEO in Shopify

Google likes these types of links because they provide contextual meaning and anchor text which describes what the target page is about. Product descriptions are a great internal link opportunity to link other products on your site that would match the current product page the user is on.

Following the 4 steps of our ultimate Shopify SEO guide have been proven to improve product rankings of SEO stores in google search results. For more SEO assistance and digital marketing services please contact us, we are the leading Shopify agency Manchester based. Ask us for a FREE 15 minute consultation on the health and effectiveness of your Shopify site.

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