Complete Shopify SEO Checklist to Grow Ecommerce Website

Store Setup & Basics

Set a custom domain (avoid .myshopify.com as primary):
Using your own domain builds trust, enhances branding, and ensures your URLs look professional in search results.

Connect Google Search Console and GA4:
Integrate both tools early to monitor site performance, indexing, traffic trends, and search visibility over time.

Enable SSL for full HTTPS coverage:
A secure site is required for SEO and user trust, and Shopify enables HTTPS by default once your custom domain is connected.

Choose a fast, SEO-friendly Shopify theme:
Select a lightweight, mobile-optimized theme that scores well on Core Web Vitals and avoids bloat from excessive JavaScript.

Remove password protection before launch:
Your site cannot be crawled or indexed while password-protected, so make it public as soon as it's ready.

Site Structure & Navigation

Use a flat, logical structure (Home → Collection → Product):
Keep navigation clean with only a few clicks from the homepage to product pages to support crawlability and user experience.

Create and optimize main collections for category targeting:
Collections act as category pages and should be keyword-targeted with unique content and descriptions.

Avoid unnecessary sub-collections or deep nesting:
Too many nested levels can make pages harder to reach and dilute link equity across the site.

Link to key collections from the main navigation:
Surface your most important product categories in menus to guide both users and search engines to revenue-driving content.

Create an HTML sitemap or link to collections from the footer:
Ensure important pages are linked from sitewide elements so they are easily crawlable and not orphaned.

URL & Canonical Structure

Avoid duplicate content from variants or collection-based URLs:
Shopify creates multiple URLs for the same product based on path or filters, which can cause duplicate content if unmanaged.

Use canonical tags to point to main product URLs:
Let search engines know which version of a product URL to index by setting the primary version via canonical tags.

Avoid indexing collection+product duplicate URLs (/collections/x/products/y):
These URLs are duplicates and should either be canonicalized to the main product page or deindexed via robots meta.

Keep URLs short, descriptive, and keyword-friendly:
Use clean URLs like /red-sneakers instead of ones with unnecessary parameters or stop words.

Don’t change URLs unless absolutely necessary:
Changing URLs breaks links, resets SEO value, and requires redirection, so only change them if you must.

Product Page Optimization

Write unique product titles with primary keywords:
Make product titles descriptive and optimized without being repetitive, combining brand, product type, and core keywords.

Craft compelling, keyword-optimized meta descriptions:
Write summaries that encourage clicks and include key selling points along with target keywords.

Write unique product descriptions (avoid manufacturer copy):
Duplicate content from manufacturers is widespread and hurts SEO, so rewrite with your brand’s tone and SEO in mind.

Add alt text to all product images:
Use descriptive alt text to improve image SEO and accessibility, especially for product shots.

‍Use structured data (Shopify adds this automatically on most themes):
Structured data helps search engines show rich snippets like prices and reviews in search results automatically.

Collection Page Optimization

Add collection descriptions with relevant keywords:
Use keyword-rich, user-focused content at the top or bottom of category pages to help them rank for category-level queries.‍

Optimize collection meta titles and descriptions:
Tailor these for searchers looking for product types or categories, and make them enticing to boost CTR.

Ensure collections are indexable:
Check that collections are not accidentally excluded from indexing via apps or theme settings.

Use internal links to featured products or sub-collections:
Help users and crawlers navigate between related products or categories to keep them engaged and aid crawl flow.

Add filtering cautiously (avoid creating duplicate content):
Avoid filter URLs being indexed unless they have unique value, as filters can generate endless low-value duplicate pages.

Blogging & Content Strategy

Use the built-in Wix Blog to publish SEO-friendly articles:
Use Wix’s blog features to create indexable, keyword-rich posts that attract organic traffic.‍

Optimize blog titles, URLs, and headings:
Craft compelling titles and use a clean heading structure to improve crawlability and user experience.

Add internal links to products or service pages:
Support commercial pages by linking from blog posts to increase authority and drive conversions.

Target long-tail and informational keywords:
Focus on specific search queries to capture top-of-funnel traffic and answer customer questions.

Regularly update and refresh blog content:
Keep older content accurate and up-to-date to maintain rankings and provide ongoing value.

Image & Media SEO

Compress images before uploading (use WebP or JPEG):
Smaller image files speed up loading, and WebP offers better compression than JPEG or PNG with no quality loss.

Add descriptive, keyword-rich file names:
Rename files like img_001.jpg to descriptive names like black-running-shoes.jpg to improve image search visibility.

Use alt text that describes the product and context:
Alt attributes help with SEO and accessibility, so describe what’s in the image rather than stuffing keywords.

Use Shopify’s built-in CDN for fast delivery:
Shopify hosts all media on a global CDN, which ensures fast delivery, especially on mobile and in international markets.

‍Implement lazy loading if not already in the theme:
Only load images when they are about to appear on screen to improve speed and reduce initial page load size.

Technical SEO & Performance

Remove or noindex default pages not needed (e.g., /policies, tag pages):
Use robots meta or apps to prevent indexing of thin, low-value pages that don’t serve search intent.

Minify CSS and JavaScript via theme or app:
Remove unnecessary code and compress files to improve load time and performance scores.

Reduce apps that bloat scripts or slow down performance:
Too many apps inject external scripts, so remove anything unnecessary and audit the impact of each plugin.

Use Google PageSpeed Insights to identify performance bottlenecks:
Run performance tests regularly and fix issues that affect Core Web Vitals, especially on product and collection pages.

Implement lazy loading and image optimization:
Ensure all themes use lazy loading and serve appropriately sized and compressed images for better mobile UX and SEO.

Mobile Optimization for Shopify

Choose a responsive theme (all Shopify themes are by default):
Responsive design ensures the layout adjusts correctly for all screen sizes and devices.

Test mobile UX and navigation:
Make sure menus, buttons, and product discovery are seamless on phones and tablets.

Optimize tap targets and font sizes:
Check that users can interact with CTAs, filters, and navigation without zooming or frustration.

Prioritize Core Web Vitals for mobile experience:
Focus especially on LCP, CLS, and INP metrics on mobile, where load time and layout stability matter most.

Ensure checkout is smooth and fast on mobile:
Test your checkout flow regularly for friction, especially in mobile environments where drop-offs are higher.

Apps & Tools

Install a trusted SEO app for meta fields and control (e.g., Smart SEO, SEO Manager):
Apps like Smart SEO or SEO Manager let you manage meta tags, structured data, and sitemap inclusion more effectively.

Use JSON-LD apps if theme lacks proper schema:
Add clean, comprehensive structured data for products, blogs, and more if your theme doesn’t include it natively.

Use image optimization apps to automate compression:
Apps like Crush.pics or TinyIMG help keep images fast-loading without manual resizing.

Limit app use to avoid speed loss:
Avoid overloading your store with apps, especially those that inject front-end scripts and slow down performance.

Audit app performance regularly and remove unused ones:
Review site speed impact and functionality to trim down the tech stack and improve SEO performance.

Shopify Internal Linking & Navigation

Link from product to relevant collections or related products:
Encourage exploration and keep users engaged by guiding them to similar or complementary items.

Use blog content to support product/collection rankings:
Leverage informational content to build topical authority and pass equity to commercial pages.

Keep main navigation clean and keyword-aligned:
Use menu labels that include SEO-relevant terms and reflect the intent of the linked pages.

Avoid orphaned pages by linking to all indexable URLs:
Make sure every page that should rank is internally linked from menus, collections, or blog content.

Use breadcrumb navigation if supported by the theme:
Breadcrumbs improve usability and enhance your internal linking structure while providing schema benefits.

Rich Snippets & Structured Data

Ensure product schema is implemented (Shopify does this in most themes):
Most Shopify themes already include Product schema, but confirm its presence and accuracy using Google’s Rich Results Test.

Add FAQ schema to blog or landing pages where relevant:
Mark up common questions to increase the chance of appearing in rich results for informational searches.

Test structured data using Google’s Rich Results Test:
Regularly check that your schema is error-free and complete to improve eligibility for enhanced search listings.

Avoid duplicate or invalid schema from third-party apps:
Using multiple apps can cause redundant or conflicting markup, which should be cleaned up for clarity.

Monitor errors or warnings in Search Console:
Watch for structured data issues in GSC to fix formatting or content mismatches before they impact visibility.

Duplicate Content & Indexing Issues

Prevent indexing of tag, filter, and search result pages:
Use robots meta tags or app settings to avoid indexing low-value, dynamically generated pages.

Set canonical tags on duplicate URLs (Shopify does this automatically in most cases):
Let Shopify handle canonicalization unless your store has complex customizations that require overrides.

Avoid product descriptions copied from suppliers:
Supplier content is often duplicated across dozens of sites, so always write original product copy.

Use noindex meta on low-value pages via app or theme customization:
Prevent thin or duplicate pages from being indexed using meta tags or SEO apps with page-level control.

Monitor for crawl anomalies and duplication in GSC:
Regularly review the Index Coverage and Page Experience reports for signs of duplicate content issues.

Backlinks & Off-Page SEO

Build links to product and collection pages from blog posts:
Support deeper pages with contextual internal links from top-performing blog content.

Leverage influencer mentions and reviews for backlinks:
Get your products featured by influencers, review sites, or industry blogs to drive links and social proof.

Submit your store to relevant directories and industry sites:
List your business on reputable directories and niche industry sites to earn foundational backlinks.

Run broken link building campaigns with competitor research:
Find broken backlinks pointing to competitors and pitch your own pages as a better alternative.

Track link acquisition and domain authority growth:
Monitor backlink profile changes using tools like Ahrefs or Semrush to measure SEO progress and uncover new opportunities.

Ongoing Shopify SEO Maintenance

Audit GSC for new crawl errors and index issues:
Check regularly for pages with errors, coverage issues, or drops in impressions and clicks.

Update product and collection content regularly:
Refresh copy, update seasonal items, and optimize underperforming listings to maintain relevance.

Refresh seasonal or time-sensitive blog content:
Keep content current by updating posts tied to holidays, promotions, or product cycles.

Track keyword rankings and make optimizations:
Monitor how your content performs in search and adjust page content or metadata to improve visibility.

Monitor site speed and app impact monthly:
Routinely test performance to keep your store fast, especially after adding or updating apps.

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Maria Harutyunyan

A well-structured approach is the cornerstone of successful SEO. That's why we’ve developed a series of in-depth checklists designed to streamline your SEO strategy. From building high-quality backlinks and optimizing your WordPress site to tackling on-page SEO and technical optimizations, our checklists offer precise, actionable steps to help you confidently navigate every aspect of SEO.

April 3, 2025

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