Unless you position yourself in an ultra nested or overly competitive industry, SEO optimization of your online business is essential to its profitability.

Although Shopify is now investing more to help its customers improve their SEO, you need to know its flaws in order to stand out in SEO.

Table of contents 

  • 1. Start with keyword research
  • 2. Add relevant content and for your SEO“>SEO
    • Product Pages
    • Collection Pages
  • 3. Do not delete your Product pages
  • 4. Add the noindex tag
  • 5. Take advantage of Rich Snippets
    • How to add them?
  • 6. Host a Blog
    • Text is not enough, also think SEO
    • Promote your content
  • Conclusion on Shopify SEO optimization
    • To sum up in 3 questions

1. Start with keyword research

The first step in your job is to do keyword research .

  • That is, you need to identify the specific words that your customers type on search engines when they want to purchase your products.

To achieve this, several free tools are available.

Among these we find the UberSuggest  tool  from Neil Patel and the keyword planning tool offered by Google Ads.

You will find a ton of keyword suggestions as well as their volume and difficulty in positioning (competition).

Take the time to plan this research well. It is crucial to properly optimize your pages, as you will see below.

My advice  : create a Google Sheets or Excel document with the list of your keywords and add columns for the associated search volume and difficulty indicator.

2. Add relevant content and for your SEO“>SEO

Another way to improve your SEO   is without a doubt by adding text content to your pages.

Besides the home page, the Product and Collection pages are the most important to your SEO.

It is through these pages that the majority of your traffic will come organically to your website.

This is where keyword research comes in.

For each product page of your site, establish your target keyword.

The latter must be integrated in the title, the description of your product and in the URL (Slug).

After creating your keyword research, select the word that matches your product, with the best search volume and the lowest difficulty indicator (if applicable).

Make sure your text is unique for each of your pages. Duplication of text content is strictly penalized by Google.

To check if your text is not already in use on another web page, I advise you to use the free Dupli Checker  tool .

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Product Pages

The first instinct when posting your Product Page might be to simply add a short description, price, or photo.

This is what most store owners do on Shopify.

There is much more to developing a Product Page that performs well in SEO  .

It is important to add text content in order to inform the customer about the product and add value to it.

Here are some examples of interesting content to add to a Product page:

  • Complete description and functionality of the product,
  • Explanatory or demonstrative video,
  • Instructions and ingredients,
  • Product benefits,
  • Reference links,
  • Recipe links,
  • FAQ,
  • Customers’ opinion.

Collection Pages

Shopify also offers to group your products into a collection. This makes it easier for your potential customers to find them by category.

From an SEO point of view, Collections pages are above all a great way to add text content if it is relevant to do so.

Take advantage of the space under the H1 heading to add information that describes your category.

3. Do not delete your Product pages

When an item is out of stock or unavailable for a short time, you may be tempted to delete its Product page.

It seems logical since the page seems useless. In addition, you do not want to disappoint your customers by publicly showing that your product is no longer available.

However, deleting a page significantly impacts your SEO.

Indeed, by deleting a page, you lose all the referencing attached to it.

Eventually, Google removes the link from your page in its search engine, since your page becomes a 404 error.

All backlinks that point to this page are then lost.

Likewise, your internal links to this page are broken and create errors, which inevitably harms your SEO.

My advice  : only delete a Product page if it is permanently out of your catalog.

And in this specific case, do a 301 redirect from the product URL to a similar product page or a Collection page with similar products.

Otherwise, all your efforts for this page, including backlinks, are wasted.

4. Add the noindex tag

One of Shopify’s SEO shortcomings is managing your store’s SEO and link structure.

Indeed, several URLs are automatically generated for the same product.

  • https://domainname.com/products/product-name-01
  • https://nomdedomaine.com/collections/nom-categorie/products/nom-de-produit-01
  • https://domainname.com/products/product-name-01?_pos=3&_sid=43bc90baf&_ss=r

This duplication of URLs causes duplicate content and seriously harms your SEO.

Obviously, Shopify adjusts the canonical (Canonical) tag to the correct version of URL.

However, it is very important to declare other URL versions as “noindex” in order to signal Google crawlers to ignore these pages.

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To make it very simple, use the Sitemap & NoIndex Manager application . With this tool, you declare in “Noindex” the URL versions of your pages.

Note: since June 2021, it is also possible to do this via the robots.txt file. This method is suitable for more experienced users.

5. Take advantage of Rich Snippets

Rich snippets are additional information inserted into the search results page.

Google accepts different types of rich snippets:

  • Events,
  • Reviews and testimonials,
  • Recipes or advice,
  • Videos,
  • FAQ …

In the case of a Shopify online store, the most commonly used Rich Snippet is customer reviews .

Once the opinions have been accumulated, your result can be enriched with stars and a rating, as you want in the image above.

How to add them?

Technically, rich snippets are based on semantic tags in your HTML code.

Shopify makes your life easier, no manipulation in the code of your site is necessary.

Simply add the Product Reviews plugin, created by Shopify.

Note : once implemented, Google decides whether it is relevant to add them to its search results.

6. Host a Blog

Never neglect Content Marketing, even for an online store.

It can take different forms like:

  • Blog articles,
  • Buying guides,
  • Video content,
  • Or even user-generated content (UGC) …

Most often, blogging is the option chosen first.

Indeed, if you regularly publish articles optimized in terms of SEO, you will inevitably observe after a few months a significant source of traffic that directly impacts your sales.

Here again, Shopify makes your life easier since the Blog option is available in the interface.

No additional programming or adding an application is necessary.

All you have to do is write some content.

And you don’t have to be a writing master to get started in this post format.

If you’re short on time, outsource an outside writer  or a member of your team who has writing skills.

To guide you, here are the type of topics or posts that should end up as blog posts:

  • Advice on the maintenance of your products,
  • User manual,
  • New trends in your industry,
  • News about your company: distinctions or prizes you have won, new products to come, new certification acquired, new service, partnership …

Text is not enough, also think SEO

Once your article is proofread and ready to publish, think about SEO.

Indeed, publishing your text as it is is not enough.

There are some basics you should follow to make your article easier to rank on search engines, such as:

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  • The structure of the Hn titles (H1, H2, H3),
  • The title and metadescription tags,
  • The ALT attribute of images,
  • Internal and outgoing links,
  • A length of more than 500 words (if applicable).

My advice: To help you follow this checklist, use Plug in SEO, a plugin on Shopify that is similar to Yoast on WordPress.

With a little experience, you will take into account all these constraints before writing your article.

Promote your content

Don’t forget to share your content on your various social media platforms, and even in your newsletter .

If you get a high volume of traffic, you will send important social signals to Google which helps you rank better, in addition to increasing the authority of your domain name.

Conclusion on Shopify SEO optimization

In conclusion, any entrepreneur who owns a Shopify store should realize the importance of SEO.

Once your e-commerce site is well positioned on search engine results, you are less dependent on paid advertising platforms like Google Ads or Facebook Ads.

Since SEO for a website can take several weeks (several months in some cases), we suggest that you implement these tips today.

Then, follow your progress on a traffic analysis tool like Google Analytics and regularly watch the improvements that your Google Search Console suggests to you.

Finally, to outperform, also work on the User Experience  of your online store, in particular that of the Product pages.

To sum up in 3 questions

What is the first essential step to optimize your Site in Shopify in SEO?

Start by optimizing the title and meta description tags of your Product pages. Make sure they’re unique for each product, sticking to the right lengths, and targeting a unique query.

Why are customer reviews important?

When your customers leave a review for your product, you can earn stars under your meta description in search results. To benefit from it under Shopify, install the Product Reviews plugin.

What to do with the pages on out-of-stock products?

When your products are out of stock for a fixed period of time, it is absolutely essential to leave them in line with the mention ‘Out of stock’. This way, your users can see it and navigate the site instead of stumbling upon a 404 error page. Remember, deleting a page forever eliminates its ranking.

How do you work on SEO for your online store?

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