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Shopify Store SEO: 12 Things to Fix Today

Kaya Ismail • 08 November 2022

Shopify is one of the best and most popular eCommerce platforms among brands serious about selling online. But that means there is also a lot of competition from other brands. So how can you make your brand stands out when people search for your products on Google? With proper SEO. 

Here are 12 things to consider when optimizing your Shopify store that you can fix immediately. 

Shopify SEO Tips

Initial Setup

Before getting into the nitty gritty of SEO tactics, there are a few things you should do first to optimize your Shopify store properly. 

1. Register a custom domain and Google Analytics

First of all, register a custom domain for your eCommerce store. A custom domain such as “youreCommercestore.com” is easier for potential customers to remember, and ensures that they don’t confuse you with another name. It gives you a point of reference to drive traffic to and can be beneficial when tracking traffic.

Next, set up Google Analytics to monitor that traffic and get a clear picture of how well (or not so well) your store is doing in the search rankings. Google Analytics lets you see which demographics are coming to your website, track conversions and bounce rates, and give you the data you need to optimize your SEO strategy. 

2. Set up Google Search console

Another important step in the beginning, is to set up Google Search Console, which lets you hone in on web search traffic. Whereas Google Analytics helps you track traffic data from all channels, like direct traffic, ads, and more, Google Search console is made for traffic that comes from someone searching for your store using Google. 

Google Search Console helps you dive into your keyword performance and is helpful in making adjustments that help you rank better on the search engine. 

3. Set up Bing Webmaster tools

Bing Webmaster tools allow you to analyze site performance, see organic search ranking, track backlinks, manage your keywords, and more. Whereas Google Search Console focuses on Google, Bing Webmaster tools help you improve your performance on Bing. Google is the most popular search engine. While Bing holds a much smaller market share, it shouldn’t be overlooked, particularly if your primary audience is in Europe or the United States. 

On-Page SEO

After you’ve completed the basics, you can start fixing some of the many issues that crop up with on-page SEO, which refers to optimizing the elements on your website.

4. Remove duplicate pages and product pages

A high-priority issue that often happens on eCommerce websites and should be the first thing you start fixing is duplicate content. When duplicated content occurs on multiple URLs, it creates a problem for search engines as the crawling bots cannot determine which page should rank higher. Essentially, you compete against yourself rather than your real competition. 

Product and collection pages are the most common culprits for page duplication, so determine which page should be the canonical or primary version of the content and remove others to improve SEO ranking.

5. Fix internal linking structure

Internal links are like the connective tissue between pages on your website. They’re important for users who want to navigate through your website, for example, to find products in a particular category. In the case of search engines, internal links also help bots understand how your site is structured and the hierarchy. 

Check that you don’t have repeat or broken internal links to ensure that visitors aren’t running into errors or going to the wrong page when they click something on your website. 

6. Fix product variants

Product variations can sometimes trick a search engine into thinking that you have duplicated content. For example, if you have 10 different versions of a product because you offer it in different colors. These variations need to be properly organized within Shopify; otherwise, you can be penalized in search results. 

However, when product variants are organized correctly, you can target more keywords and improve your on-page optimization efforts. 

7. Optimize web pages for headers, meta descriptions, page titles, and readability

Another critical aspect of on-page SEO is whether or not you have the right keywords in your headers, titles, and meta descriptions. Ensure that these areas are appropriately optimized so that the correct page will show up when your visitors search for them.

Content Commerce and Link Building

After completing the initial setup and on-page SEO, you can start to figure out how to take your SEO efforts to the next level with content commerce and link building. 

8. Keyword research

It’s likely you would have completed some initial keyword research for your store, but this is a never-ending journey. Diving into keyword research often helps you see how customer expectations are changing, new things they’re searching for, and other ways to showcase that your eCommerce store has exactly what they’re looking for and that you’re marketing to the right audience. 

Tools like Google Search Console, Ahrefs, Semrush, and more can be useful in finding the right keywords to use in your marketing campaigns. 

9. Build an organic marketing and link-building strategy

You should also have an organic marketing strategy that ties into your website. Your product pages and website could be optimized for everything your target audience is searching for, but that doesn’t mean they’ll find your site unless you have an organic marketing strategy in place. 

Blogs, promotional videos, guest posts, podcasts, social media campaigns, and other content marketing efforts help promote your brand and gather backlinks from other websites that improve your SEO performance.

Read More: What Is Content Commerce?

Technical SEO

While on-page SEO and link building are the fundamentals, an often overlooked component is the importance of technical SEO, as it heavily impacts the user experience.

10. Ensure mobile friendliness

The ever-increasing popularity of mobile devices for browsing the internet and the fact that mobile is usually where many customers use social media platforms are just a few reasons your page needs to be mobile optimized. It ensures that your website should not only be available on mobile, but the design shouldn’t look out of place when someone is using a device other than a desktop. 

11. Check site speed

If your Shopify store is slow, your customer experience and product sales will suffer. Leverage tools like Google Page Insights to see if your store is slower than it should be, and then make adjustments to increase speed accordingly.

Read More: Shopify Speed Checklist: 6 Ways to Speed Up Your Shopify Store

12. Build using MACH architecture 

For your technical SEO to flourish, you must start with the right foundations. Building your Shopify store using MACH architecture (microservices, API-first, cloud-native, headless) helps ensure that speed and performance issues are less likely to occur. Plus, you can more easily integrate with other tools that help to boost SEO rankings. 

Read More: MACH Architecture: The Future of Fast & Scalable eCommerce

Fix Shopify Store Issues With Instant Commerce

Whether during the initial setup or when trying to optimize your on-page SEO, organic marketing strategy, or technical SEO, chances are that your Shopify store has a few issues once you start looking closer.

With Instant Commerce, you can start fixing many of these issues even faster, particularly the technical details. As a headless storefront builder, Instant Commerce allows you to embrace headless commerce and MACH to fix your architectural concerns and enjoy increased site speed and conversions. 

Instant Commerce also integrates with other tools, like Storyblok, a headless CMS, using an API-first approach. With a headless CMS, you can quickly fix many on-page SEO problems, like creating custom URLs, organizing internal links, and improving your content and commerce strategy to promote your product.

Does your online store suffer from any of these problems?:

  • Frontend design limitations

  • Poor SEO results

  • Slow site speed across devices

  • Low conversion rates

  • Hard to manage multi-language and multi-currency stores

  • Developer dependencies

Then headless commerce might be the best next step for you. Interested in learning more about what the Instant Commerce storefront builder has to offer? Request a live demo and get all your questions answered by one of our headless ecommerce experts. 

Get a live demo 👉 here!


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Author / Writer
Kaya Ismail
Content Marketer

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