Shopify SEO: 9 Ways To Increase Your Search Traffic

🔥 Increase your traffic with the 100% free 28 Day SEO Challenge.

Despite what you’ve heard, your store fails or succeeds based on one simple factor…

Your ability to get consistent sales.

Drive more sales and your store will flourish. Struggle to generate sales and it puts your store in a risky position.

That’s what makes Shopify SEO so important.

SEO is one of the most underused and powerful strategies available to you as a Shopify store owner. It’s the best way to drive high-quality organic traffic to your website 24 hours per day, 7 days per week.

And the best part?

Organic traffic is free and has high conversion rates.

You’re about to learn the only 9 Shopify SEO tips you need to rank your website high in the Google search results.

9x Shopify SEO Tips To Power Up Your Ecommerce Store

Ready to take your Shopify SEO to the next level?

Implement each of these Shopify SEO steps to rank your online store.

1. Optimise Your Store’s Structure

Shopify store owners underestimate the importance of store structure.

Store structure has a significant effect on:

  • Your store’s user experience (humans)
  • Google’s search engine crawl (search engines)

Store structure will either give you a big SEO boost…Or become a huge problem that stunts your rankings. It can also affect your overall sales and conversions rates.

Bottom line – it’s something you need to take care of.

The first thing you want to review is your store’s hierarchy.

Silo Structure vs Flat Structure

This is what separates your Shopify store’s home page from product categories and product pages listed under each category.

But no matter which structure you have (silo structure or flat structure), remember that as a general rule of thumb, you want visitors to be able to get from your home page to any product page within 3 clicks.

For example:

Home page > Category Page > Product Page.

Focussing on designing your Shopify store structure this way makes it easier for humans to navigate. As a bonus, it also makes it easier for search engines to crawl your websites.

You kill two birds with one stone.

The easiest way to review your store’s current structure is with Screaming Frog. It looks complicated to use but it’s actually pretty easy.

Download the free version of Screaming Frog and crawl your site with it.

screaming frog seo tool

Now click the directory tree icon in the Internal tab.

screaming frog folders

You can see that Shopify puts everything neatly in folders for:

  • Pages
  • Collections
  • Products

This is a big bonus because Shopify has taken care of organising your site hierarchy folders on the back end making it easy for Google to crawl. You just need to ensure that each page’s click depth is less than three clicks from the home page.

Screaming Frog SEO Spider can help with that too.

You’ll notice a window that shows the overview, site structure, response time, and API on the right-hand side.

Change this from overview to site structure.

site structure

This brings up a super helpful graph to show you how many clicks it takes to get from your home page to each page on your site.

click depth

Notice with this example above that most pages are just 2 to 3 clicks from the homepage – this is a great website structure.

If yours doesn’t look similar to this, you’ve got some work ahead of you.

Store structure is like laying an SEO foundation for your Shopify store. Make sure it’s solid now so you can build on it later.

2. Improve User Experience

Google has said it time and time again…

Your rankings will suffer if you don’t pay attention to user experience.

In September 2021, Google made user experience even more important with the Google page experience update.

Page Experience combines current Google ranking factors and signals with a new set of performance metrics called Core Web Vitals.

These metrics measure the quality of user experience your Shopify site delivers.

The pre-existing signals were:

  • Mobile friendly
  • Safe browsing
  • No intrusive interstitials

The Core Web Vitals are:

  • Largest Contentful Paint (LCP)
  • First Input Delay (FID)
  • Cumulative Layout Shift (CLS)

Google Update Core Web Vitals

Get these metrics right and your user experience will be crushing it.

What’s more?

While Google gives you all the free SEO tools you need to ensure your user experience is top-notch, Shopify, in general, takes care of the pre-existing Google experience items.

The main thing you will need to check is the mobile-friendly version of your Shopify store.

To do so, just use the Google Mobile testing tool to ensure that your store’s mobile version is fully optimised.

Next, you need to get a full report of your Core Web Vitals. The easiest way to do that is with the Page Experience report inside Google Search Console.

google search console page experience report

The report categorises every URL on your website into 3 categories:

  1. Poor URLs
  2. URLs need improvement
  3. Good URLs

Every URL needs to be categorised as Good. If you have any poor URLs, tackle these first and then work your way down the list.

Click on the report to get an even more detailed list of each URL.

google search console core web vitals

This tells you exactly what’s wrong with each URL so you know what needs to be addressed.

(Check out my advice to create the best permalink structure for your site).

Google Search Console will update your URLs every now and then. If you want a real-time look at your core websites and your site’s overall speed – use the PageSpeed Insights.

pagespeed insights

Based on the results, you can follow my shopify speed optimization tips to increase the speed of your e-commerce store.

Overall, this tool will allow you to dive deeper into what’s affecting each part of your core web vitals. It also tells you exactly what needs to be addressed.

It can be as simple as compressing a few images in some cases.

Follow this user experience update checklist to get a complete list of everything you need to optimise.

3. Research & Find The Right Keywords

All searches start with words.

The secret to keywords research for ecommerce is knowing what keywords ultimately convert into sales. But it doesn’t just stop there…

You also need to know what keywords relate to which part of the buying cycle.

Let me explain:

There are two core keyword types:

  1. Informational
  2. Commercial

Informational Keywords…

… are what customers search for when gathering information about a product or topic.

Commercial Keywords

… are what customers use when they are finally ready to buy a product or a service.

Understanding what keywords are being used is important.


So you give the customer what they want at the right time.

Generally, you should be ranking your product and collection pages for commercial keywords (also called buyer keywords). Then target informational keywords by creating great content.

This way, you always provide your customers with what they need at the right time. Your search visibility improves and sales increase as well.

How do you find the right keywords to target? Follow this simplified process…

Brainstorm Initial Keywords

Keyword research starts with seed keywords.

These are the base search terms that you will use to find other target keywords.

Write down the most relevant keywords you can think of related to your products. You should come up with 3-5 seed keywords.

seed keyword examples

Now it’s time to use search engines to find other valuable keywords.

Soovle is a free auto-suggest tool that gives you keyword suggestions from a number of search engines simultaneously. This includes Amazon and Google.

soovle keyword tool

Search for each of your seed keywords using Soovle. This should give you a ton of high-value long-tail keywords you can use for your campaign.

Use A Keyword Research Tool

You should have a good-sized list of target keywords.

Now you want to get some real data on each of the keywords.

The best tool for keyword research is Semrush. You can take advantage of this 14-day free trial to access all of their keyword research features.

Type in each of your seed keywords into the search bar:

semrush keyword search

Semrush is a powerful tool and provides lots of data.

Specifically, look at reports that provide:

  • Keyword variations
  • Questions
  • Related keywords

semrush related keywords

This provides both informational and commercial keywords you can use for your SEO campaign. As a bonus, Semrush tells you what questions your customers are asking about your product.

This gives your great content ideas to write about.

Can’t afford Semrush? Check out my list of free keyword research tools.

Steal Your Competitor’s Keywords

Here’s the truth-

Ecommerce SEO is competitive. Your competitors only rank in the top spots because they have spent a lot of time and money.

Smart SEOs leverage their competitor’s hard work to get their best keywords. This always gives us the best results for our clients.

Download my intelligent keyword spreadsheet.

keyword research template

This sheet analyses your top competitors and spits out a personalised keyword research strategy in minutes.

It also does a bunch of other awesome things like:

  • Automatically finds the best keywords with low competition & high search volumes
  • Tells you if you could potentially win a featured snippet
  • While calculating the intent of a keyword so you can focus only on the best keywords

Download it for free now.

4. Optimise Your Store Product Pages

Think your Shopify site product pages like a salesperson in a retail store.

If anyone is on your product page, the only thing you want them to do is to buy.

That means optimising your product pages for SEO has 2 important aspects:

  1. Increase sales conversions
  2. Give Google what they want to see

Finding the balance can be really tricky. But don’t make this mistake…

Your product pages should first be optimised for humans – not search engines. There’s no point in driving tons of organic traffic to your site if it doesn’t convert into real sales.

Here’s how you do it.

Optimise Product Pages For Humans

First and foremost, show your value proposition. Most people arrive on a product page and think:

“Why should I buy from this store?”

You need to answer that question first.

Those people are on your site to buy the product you sell. You just need to convince them that you’re the store to buy it from.

Ensure that you:

  • Have clean and bold images
  • Add multiple images of the product
  • Use a simplified and engaging page layout
  • Add a clear “buy it now” or “add to basket” button
  • Incorporate detailed product descriptions
  • Provide all of the information your customers need
  • Get quality reviews from real customers
  • Add relevant testimonials to the page

optimise product page shopify seo

This ensures that your customers have all the information they need to buy. You’ll also build the trust your customer needs to feel comfortable buying from you.

Optimise Products For Search Engines

Now that your product pages are optimised for humans, it’s time to focus on Google.

Too many store owners copy and paste their product descriptions from their supplier’s websites. Don’t make this mistake.

You must have completely unique product descriptions or your pages won’t rank. It’s as simple as that.

The most important Shopify SEO elements on a product page are:

  • Adding your keyword in your product title
  • Optimise URLs with target keyword
  • Implement structured data/Shopify schema to get rich results
  • Ensure your product pages load fast
  • Write unique and detailed product descriptions
  • Optimise your meta descriptions and title tags

optimised product page descriptions

A hidden secret in Shopify SEO is optimising your images.

Tons of people will search in Google Images when looking for a specific product. Good image SEO means you’ll show up in their results.

Ensure that you add relevant and descriptive ALT text to your images.

You must also name your images appropriately using hyphens to separate words.

For example:


Don’t underestimate the power of image SEO in ecommerce.

5. Write Killer Content Marketing

Content is the easiest way to increase your search traffic and build relationships with potential customers.

The best part?

When you get good at consistently writing killer content, your search traffic grows and so do your sales.

You should have a list of keywords ready to go. Now you want to use those keywords to understand what content your audience wants to read.

There are 3 ways that I get more content ideas:

  1. Forums such as Reddit and Quora
  2. People Also Asked in Google
  3. AnswerThePublic

Take your target keyword and search for it on a forum like Reddit.

reddit product search

You should see a ton of threads where people are asking questions and talking about the topic. This will tell you exactly what people are interested in learning about in regards to that topic.

Now search for your target keyword in Google and scroll down to the Related Searches section at the bottom of the search results.

google related searches

This section will tell you similar searches that people are making in Google and will give you some more ideas of what you need to talk about in your content.

Now for one of my favourite free content tools


Head over to AnswerThePublic and search for your target keyword.

answer the public search

This keyword scraper provides a complete list of questions people are asking related to your keyword. This is an absolute gold mine for helping you create quality content that benefits your audience the most.

Those three strategies make it easy to understand exactly what your content should include.

You can use them for your:

Whatever website content you write, you now know what your audience wants to read.

Choose The Right Content Framework

Your blog content needs to be “framed” properly.

A “frame” is a simple way of identifying how best to present your content so your audience gets as much value as possible.

There are 8 proven frameworks you can take advantage of:

framework for amazing content

Before writing a single word, choose the most relevant framework for your post. This creates a structure for your content and makes it easier to write.

Create Amazing Content

After more than 10+ years of writing content…

There are some guiding principles that have proven themselves to be the most effective.

Use these principles to write content your audience loves:

  • Write how you speak
  • Create long-form content that covers the entire topic
  • Use lots of white space and subheadings
  • Link out to reputable sources
  • Include videos and images
  • Sprinkle keywords, don’t shove them in
  • Take advantage of these SEO copywriting hacks

You want to provide value AND be relatable.

The best way to do that is to write how you speak. Readers want to feel like they are sitting in the same room talking to you.

This is how you connect with your audience and keep them coming back for more.

Make sure you check out my complete killer website content tutorial so you can create content that attracts people.

6. Build High-Quality Links To Your Store

Ecommerce SEO is very competitive. If you really want to rank in the top spots, you need to build high-quality links from relevant sources.

Ecommerce link building is probably the hardest form of link building in SEO.

But don’t worry…

There are a couple of proven link building strategies that work extremely well for ecommerce stores.

Competitor Analysis Link Building

Competitor analysis is the most efficient way to build high-quality backlinks to your site.

Then you simply replicate your competitor’s links. Here’s why this works so well:

If a website is linked to your competitor, they will likely link to you as well.

Download my free intelligent backlink theft spreadsheet.

backlink theft sheet

This is the same tool we use to build links for our clients. It automatically analyses your competitor’s backlink profiles and tells you which backlinks you should focus on replicating first.

With this spreadsheet, you’ll be able to build high-quality links at scale that actually increase your search engine rankings.

Download it here.

7. Use Internal Links Intelligently

Internal linking is one of the most underrated SEO strategies.

It has the power to boost your search traffic like crazy. An intelligent internal linking strategy is especially powerful for Shopify SEO.

Here’s why:

Internal linking gives you more control over the flow of your visitors around your website. Internal link anchor text is also used by Google to understand the importance of a page.

Internal Linking

In other words, internal linking helps:

  • Generate more sales
  • Increases rankings

Ready to start building more internal links?

Watch my internal link building tutorial below to learn my top 3 strategies:

There’s one more internal linking hack that works exceptionally well for ecommerce stores: In your blog content, add relevant internal links to your product pages.

It’s the best way to move your organic traffic down your sales funnel and increase sales.

Use the relevant anchor text when linking from blog posts to product pages. This can help increase the rankings of your product pages.

8. Pay Attention To Duplicate Content

Shopify stores are notorious for duplicate content.

It’s something that you have to get on top of.

“Duplicate content” is when you have multiple versions of the same page on your website with different URLs.

duplicate content

Why is this a problem?

Short answer: Google doesn’t know which page to rank.

When you have multiple versions of the same page, Google doesn’t know which is the original page that it should display in the search results.

Duplicate content on Shopify stores usually occurs in product pages and tags.

The easiest way to test whether you have duplicate content issues is with Siteliner.

siteliner duplicate content tool

Add your website into the search bar and click Go. Siteliner will detect and highlight any duplicate content errors you may have.

duplicate content found

Found duplicate content error?

Fix it using canonical tags.

“Canonical tags” are simple pieces of code that let Google know that you’re aware of the duplicate content and tell them which is the right page to rank.

Canonicalization clarifies which pages to index

Shopify automatically generates canonical tags to prevent duplicate content, which works most of the time.

But sometimes – you’ll need to take matters into your own hands. Follow my canonicalization tutorial to prevent duplicate content errors on your Shopify store.

9. Use The Shopify SEO Tools & Apps

If you aren’t taking advantage of Shopify SEO tools and apps…

You are missing out!

Part of Shopify’s success as a platform is due to its app store. There are tons of great apps to take advantage of to make your SEO life so much easier.

My favourite SEO app on the Shopify store is SEO Manager.

seo manager shopify seo app

SEO Manager is an all in one search engine optimization app that features more than 20 tools. It helps you manage your SEO needs and makes it easy to optimise your store with clear directions.

seo manager score

Shopify has also built some great SEO features into the platform.

Ensure that you take advantage of them to give your SEO a boost. Some of the built-in Shopify SEO features include:

  • Easily add your title tag and meta description
  • Change URLs for all web pages, collects and blog posts
  • Automatically generates an XML sitemap
  • Add alt tags and change image file names
  • Auto-generated canonical tags to prevent duplicate content
  • Robot.txt files are automatically created to stop search engines from crawling specific pages

These great features help you with a good portion of your technical SEO needs.

Interested in the ecommerce industry? Check out these ecommerce statistics.

Should You Use Shopify To Build Your Ecommerce Site?

Shopify offers a ton of benefits.

It’s one of the best platforms available to get your physical products online and start taking payments.

Review the following pros and cons of Shopify to decide whether it’s right for you.

Pros Of Shopify

There’s a lot to love about Shopify.

These are of the biggest Shopify pros:

  • Makes it easy to launch an on store quickly
  • 3 different subscription plans so the platform grows with you and allows you to scale
  • All-in-one ecommerce platform with hundreds of built-in features
  • Sell your products directly from the platform so you don’t have to rely on marketplaces like Amazon and eBay
  • Excellent 24/7 customer support
  • Lots of Shopify apps so you can add individual features to your store easily

Cons Of Shopify

There’s no doubt that Shopify has some amazing pros which have made the platform so successful, but… there are some cons to Shopify as well.

  • Coding knowledge is required if you want to customise your store
  • The platform is heavily reliant on apps for extra features and they often charge hefty subscriptions fees
  • High transaction fees that add up quickly

GROWTH HACK: Click Here To Increase Your Search Traffic Step by Step

Do You Need Help With Your Shopify SEO?

Shopify SEO can be overwhelming.

If you are not confident, I recommended getting Shopify SEO services to take care of it for you. That way you can focus on growing your online stores while letting professionals take care of your SEO.

Hire A Shopify SEO Expert

Shopify has its own expert marketplace.

You’ll find tons of SEO experts who understand how to get the most out of the Shopify platform.

shopify experts

I recommend writing down exactly what you want before talking to anyone. This helps you communicate your SEO needs before you engage an SEO service.

When you are ready, look through the list of Shopify SEO experts on the Marketplace and find an agency that suits your needs. Make sure you review the feedback to ensure that the SEO service knows what they are doing.

Hire Me To Solve Your SEO Problems Fast

Sometimes you just need to talk to a real pro!

As someone who’s passionate about ecommerce SEO, I have helped heaps of Shopify store owners grow their traffic and revenue with SEO.

freelance seo consultant

I know the huge benefit that SEO brings to online store owners.

In my SEO consultations, I can help you:

  • Create an intelligent SEO strategy
  • Diagnose your SEO issues
  • Recover from search penalties
  • Give valuable ecommerce SEO advice
  • Answer any questions you have

And anything else you need.

If you’re ready to level up your Shopify SEO, book an SEO consultation with me here.

Wrapping It Up

There you have it.

The complete Shopify SEO guide.

As you can see, SEO doesn’t have to be complicated. Just spend the time to implement each of the above SEO tips on your own store.

Frequently Asked Questions

Yes, Shopify is great for SEO. The platform has a number of SEO features that are built-in. You can also use the Shopify app store to get high-quality SEO apps that make it easier to optimise your store.
The best SEO app for Shopify is SEO Manager. It's an all in one SEO app that contains more than 20 tools you can take advantage of. You can use SEO Manager to completely take care of your SEO needs and easily optimise your store for higher rankings.

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