Shopify handles a lot of SEO basics for you — clean URLs, an automatic sitemap, canonical tags and SSL. But rankings come from what you build on top. Use this checklist once a quarter.
1. Technical foundations
- Your custom domain is set as primary and every other domain redirects to it.
- Your sitemap (
/sitemap.xml) is submitted in Google Search Console. - No important pages are blocked by password protection or
robots.txtcustomizations. - Internal links point to canonical product URLs (
/products/…), not collection-nested versions. - Broken links and 404s are fixed or redirected (search “URL redirects” in your Shopify admin).
2. Collections are your category pages
- Each main collection has a clear title, a short intro and helpful copy below the products.
- Collections are organised around how people search (“linen shirts”, not “Summer Drop 3”).
- Collections link to related collections and buying guides.
3. Product pages
- Descriptive titles and unique descriptions — no copied manufacturer text.
- Custom meta titles and descriptions for your best sellers.
- Descriptive image file names and alt text.
- Reviews, FAQs and specs in plain text.
4. Content that earns traffic
- One helpful guide per main collection (how to choose, how to use, comparisons).
- Articles answer the question in the first paragraph, then go deeper.
- Every article links to relevant products and collections.
5. Speed and mobile
- Core Web Vitals in the “good” range for mobile. See our speed checklist.
- No intrusive popups on mobile that block content.
6. Structured data
- One clean Product schema per product, with correct price and availability.
- Breadcrumbs, Organization and Article markup in place.
- No duplicate schema from apps. Use our structured data checklist.
7. AI search (GEO)
- Product facts are complete and consistent across your store.
- Policies, contact details and About page clearly show who you are.
- Your AI sales channel settings are reviewed in the Shopify admin.
8. Migrations and changes
- Every URL change gets a 301 redirect.
- After a theme change or migration, check Search Console coverage and 404s weekly for a month.
9. Measurement
- Search Console and GA4 connected and verified.
- Track organic revenue, not just traffic.
Quick wins for this week
- Rewrite meta titles and descriptions for your top 10 products.
- Add a 100-word intro to your five biggest collections.
- Fix every 404 listed in Search Console with a redirect.
- Add alt text to product images missing it.
- Link your best blog post to the collection it supports.
FAQ
Is Shopify good for SEO?
Yes. It handles the technical basics well. Most ranking differences between Shopify stores come from content, structure, speed and authority.
Should I use the blog?
Yes, if each article helps a real buyer and links to relevant products. A few strong guides beat dozens of thin posts.
How long until SEO works?
Technical fixes can show results within weeks; content and authority typically take three to six months to build.
Need a hand?
We run technical SEO audits and fix them in your theme. See our Shopify SEO service — or ask for a free, fixed-price proposal.