The Complete Shopify SEO Checklist for Ecommerce Brands

1. Set Up Your Custom Domain with HTTPS

Your domain is the foundation of your Shopify SEO strategy. While Shopify provides a free myshopify.com subdomain, using it long-term severely limits your search visibility and brand authority. Search engines treat subdomains differently from root domains, making it harder to build the authority signals that drive rankings.

Choosing the right domain name matters more than many merchants realise. Short, memorable domains perform better in search results and are easier for customers to recall. If possible, include a relevant keyword that describes your business, though this isn't mandatory. The domain should clearly communicate what you sell without being overly long or complicated.

Shopify automatically provides SSL certificates for all stores, enabling HTTPS encryption. This is non-negotiable for SEO in 2026. Google has made HTTPS a confirmed ranking signal, and browsers now flag non-secure sites prominently. Beyond SEO benefits, SSL encryption protects customer data during checkout, building trust that translates to higher conversion rates. Configure your custom domain through Shopify's admin panel or connect an existing domain from a third-party provider.

2. Choose an SEO-Optimised Shopify Theme

Your theme choice directly impacts Core Web Vitals, the performance metrics Google uses to evaluate user experience. Not all Shopify themes are created equal when it comes to SEO. Some load quickly with clean code, while others bloat your site with unnecessary scripts and poor mobile optimisation.

When evaluating themes, prioritise Core Web Vitals performance. Your theme must achieve good scores for Largest Contentful Paint under 2.5 seconds, Interaction to Next Paint under 200 milliseconds, and Cumulative Layout Shift under 0.1. These metrics replaced older performance indicators in March 2024 and remain the standard as of January 2026, significantly influencing rankings. Test potential themes using Google's PageSpeed Insights before committing.

Mobile-first design is mandatory, not optional. With 79% of Shopify traffic coming from mobile devices, themes must deliver flawless experiences on smartphones and tablets. Look for responsive designs that adapt seamlessly across screen sizes, with touch-friendly navigation and fast-loading images. The best themes also include structured data support, making it easier to add schema markup for rich snippets in search results. For more detailed guidance on theme selection and technical optimisation, see our complete Shopify SEO guide.

3. Install Google Search Console and Analytics

Google Search Console provides the data foundation for informed SEO decisions. This free tool shows exactly how Google sees your site, revealing crawl errors, indexing issues, and search performance metrics you cannot get anywhere else. Set up Search Console immediately after launching your store, then submit your sitemap to help Google discover all your pages.

The Performance report in Search Console shows which queries bring visitors to your site, your average position for each keyword, and click-through rates from search results. This data is invaluable for identifying opportunities. You might discover keywords where you rank on page two with high impressions but low clicks. A few targeted optimisations could push these to page one, dramatically increasing traffic.

Google Analytics 4 complements Search Console by tracking user behaviour once visitors arrive. GA4 shows which pages convert, how long people stay, and where they drop off in the purchase funnel. Together, these tools create a complete picture of your SEO performance. Configure enhanced ecommerce tracking in GA4 to measure revenue directly attributed to organic search, proving SEO's return on investment to stakeholders.

4. Optimise Your Site Structure and Navigation

Site architecture might sound technical, but it fundamentally determines how easily search engines can crawl and understand your store. Poor structure creates orphaned pages that never get indexed, while logical organisation helps Google comprehend your product relationships and content hierarchy.

Follow the three-click rule for important pages. Every product, collection, and key landing page should be reachable within three clicks from your homepage. This isn't just good for SEO. It improves user experience by making navigation intuitive. Shoppers shouldn't need to hunt through multiple menu levels to find products.

Breadcrumb navigation serves dual purposes for SEO and usability. Breadcrumbs show users their current location within your site hierarchy while providing search engines with clear structural signals. Shopify themes typically include breadcrumb support, but verify they're implemented correctly and visible on product pages. These small navigational elements can appear in search results, making your listings more attractive and improving click-through rates.

5. Create SEO-Friendly URL Structures

URL handles in Shopify determine how your pages appear in search results and browser address bars. Default handles often contain unnecessary words or random characters that confuse both users and search engines. Clean, descriptive URLs improve rankings and click-through rates.

Keep URLs short and focused on primary keywords. A product URL like yourstore.com/products/organic-cotton-tshirt-men works far better than yourstore.com/products/new-arrival-premium-quality-organic-cotton-mens-tshirt-sustainable-fashion. Remove filler words like "the", "a", "and", or "for" unless they're essential for clarity. Use hyphens to separate words, never underscores or spaces.

When changing URLs for existing pages, Shopify can automatically create redirects if you tick the appropriate box. This preserves any SEO value the old URL accumulated. Never delete old URLs without redirecting them. Broken links frustrate users and waste the authority you've built through backlinks and time in the index. If you're migrating to Shopify from another platform, proper ecommerce SEO migration planning becomes critical to preserve rankings.

6. Submit and Monitor Your XML Sitemap

Shopify automatically generates an XML sitemap at yourstore.com/sitemap.xml. This file lists all your products, collections, pages, and blog posts, helping search engines discover and index your content efficiently. While Shopify creates the sitemap automatically, you must submit it to Google Search Console manually.

The sitemap updates dynamically as you add or remove products, so you don't need to resubmit it each time your inventory changes. However, monitor the sitemap status in Search Console regularly. Errors or warnings indicate issues preventing Google from crawling certain pages. Common problems include redirect chains, blocked resources, or pages that take too long to load.

Understanding what Shopify includes in your sitemap helps you spot potential issues. By default, the sitemap contains products, collections, blog posts, and pages. It excludes cart pages, checkout, and other non-indexable content. If you notice important pages missing from search results, check whether they appear in your sitemap first.

7. Configure Your Robots.txt File

The robots.txt file tells search engines which parts of your site they can crawl. Shopify generates this file automatically at yourstore.com/robots.txt, and unfortunately, you cannot edit it directly. The platform makes sensible default choices, blocking crawlers from checkout pages, customer accounts, and other areas that shouldn't appear in search results.

While you cannot modify the robots.txt file itself, you can control indexing through meta tags and redirects. If specific pages shouldn't be indexed, add noindex tags through your theme code or use apps designed for this purpose. This is particularly useful for duplicate content issues or internal search results pages that create thin content.

Understanding the limitations of Shopify's robots.txt matters for advanced SEO strategies. If you need granular control over crawler access, you may need to implement solutions through your theme or apps rather than relying on robots.txt modifications. For most stores, Shopify's defaults work well, but knowing the constraints helps when troubleshooting crawl issues.

8. Improve Core Web Vitals and Page Speed

Core Web Vitals are Google's standardised metrics for measuring real-world user experience. In 2026, these metrics significantly influence rankings, particularly for mobile searches. Poor performance doesn't just hurt SEO. It directly reduces conversion rates, with every additional second of load time decreasing conversions by approximately 4.42%.

Largest Contentful Paint measures how quickly your main content loads. Aim for under 2.5 seconds from the moment someone clicks your link. Large, unoptimised images are the most common culprit. Compress images before uploading, use modern formats like WebP, and implement lazy loading for images below the fold. The hero image on product pages should be your highest priority for optimisation.

Interaction to Next Paint replaced First Input Delay in March 2024 and remains the standard metric as of January 2026. It measures how quickly your site responds to user interactions. Heavy JavaScript and excessive third-party apps are the main causes of poor INP scores. Audit your installed apps regularly and remove any you're not actively using. Each app can add scripts that slow down your site, even after uninstallation if code isn't properly removed.

Cumulative Layout Shift penalises pages where content jumps around while loading. This happens when images load without defined dimensions, causing text to shift down the page. Always specify width and height attributes for images, reserve space for ads before they load, and avoid inserting content above existing elements during page load. Use Shopify's performance reports to track CWV scores and identify pages needing improvement.

9. Implement Structured Data Schema Markup

Schema markup helps search engines understand your content beyond simple text parsing. By adding structured data to product pages, you enable rich results in search, including star ratings, prices, and availability directly in listings. These enhanced snippets significantly improve click-through rates compared to plain text results.

Shopify automatically includes basic product schema on product pages. However, enhancing this with additional markup for reviews, FAQs, breadcrumbs, and organisation information provides more opportunities for rich results. Review schema is particularly valuable, as star ratings in search results can increase clicks by 30% or more compared to listings without ratings.

Apps can simplify schema implementation if you're not comfortable editing theme code. Look for apps that generate JSON-LD structured data rather than microdata format. JSON-LD is Google's preferred format and easier to maintain as your store evolves. After adding schema, validate it using Google's Rich Results Test tool to ensure proper implementation. Invalid schema won't hurt your rankings, but it won't provide the rich result benefits either.

10. Conduct Product-Focused Keyword Research

Keyword research for ecommerce differs fundamentally from content marketing. You're targeting transactional searches from people ready to buy, not just gathering information. Understanding this search intent shapes which keywords you prioritise and how you optimise pages.

Start by analysing how customers actually search for your products. Use tools like Google's Keyword Planner, Ahrefs, or Semrush to discover search volume and keyword variations. Don't just focus on high-volume head terms. Long-tail keywords like "waterproof hiking boots women size 8" may have lower search volume but indicate much stronger purchase intent than generic terms like "hiking boots".

Amazon and eBay search data provide goldmine insights for product keywords. These platforms specialise in product search, so the autocomplete suggestions and related searches reveal exactly how shoppers think when looking to buy. Tools like Ahrefs' Amazon Keyword Tool show search volume for these product-focused queries, helping you identify terms that traditional keyword research might miss.

Map keywords to specific page types strategically. Use highly specific long-tail keywords on individual product pages, broader category terms on collection pages, and informational keywords for blog content. This creates a comprehensive keyword coverage strategy that captures shoppers at every stage of the buying journey.

11. Optimise Page Titles and Meta Descriptions

Title tags are one of the strongest on-page SEO signals. They tell search engines and users what each page is about, appearing as the blue clickable link in search results. Shopify defaults to using your product name as the title, which often isn't optimised for search.

Effective titles include your primary keyword near the beginning while remaining compelling for human readers. Keep titles under 60 characters to avoid truncation in search results. For products, consider including category information or key benefits that help you stand out. A title like "Organic Cotton T-Shirt Men | Sustainable Fashion" works better than just "Organic Cotton T-Shirt" because it includes the category, audience, and location relevance.

Meta descriptions don't directly influence rankings, but they significantly impact click-through rates from search results. These 150-160 character snippets should entice clicks by highlighting your unique value proposition. Include your primary keyword naturally, but focus on compelling copy that answers the searcher's implicit question of why they should click your result over competitors.

Ensure every page has unique titles and descriptions. Duplicate metadata confuses search engines about which page to rank for specific queries. Use bulk editing features or CSV exports to efficiently update meta tags across hundreds of products without editing each individually.

12. Write Unique Product Descriptions

Manufacturer-provided product descriptions kill your SEO potential. When hundreds of stores use identical text, Google must choose which to rank. Larger, more established competitors will win, leaving your product pages invisible. Writing unique descriptions for every product takes time but remains essential for ranking.

Write at least 300 unique words per product page. This gives search engines enough text to understand context and relevance while naturally incorporating keyword variations. Structure descriptions to address common customer questions, highlight benefits over features, and incorporate keywords without forced repetition.

Beyond pure SEO value, unique descriptions improve conversion rates. Generic manufacturer text rarely addresses your specific customer's concerns or speaks in your brand voice. Well-written product content that connects emotionally and practically with shoppers converts at higher rates, compounding the value of the effort invested.

For stores with thousands of products, prioritise strategically. Start with your bestsellers and highest-margin products where the ROI of custom descriptions is clearest. As of January 2026, AI tools can assist with initial drafts, but human editing remains essential to maintain quality and brand voice. Search engines increasingly detect and devalue purely AI-generated content lacking human review and enhancement.

13. Optimise Images with Descriptive File Names and ALT Text

Images are crucial for ecommerce but often overlooked in SEO strategies. Properly optimised images help you rank in Google Images, provide accessibility for visually impaired users, and give search engines additional context about your products.

Name image files descriptively before uploading to Shopify. A file named "nike-air-max-90-white-mens-running-shoe.jpg" tells search engines far more than "IMG_3847.jpg". This small step takes seconds but helps Google understand image content when crawling your site. Use hyphens to separate words in file names, matching your URL structure approach.

ALT text serves multiple purposes. It helps visually impaired users understand images through screen readers, provides context when images fail to load, and gives search engines text to index. Write ALT text that describes what the image shows while naturally including relevant keywords. Aim for 125 characters or fewer. An effective ALT text might be "Organic cotton men's t-shirt in navy blue, front view on model" rather than just "t-shirt" or keyword-stuffed text.

Compress images before uploading without sacrificing quality. Large file sizes slow page loads dramatically, harming both user experience and Core Web Vitals scores. Tools like TinyPNG or Shopify apps can compress images automatically. Use WebP format when possible, as it provides superior compression compared to JPEG whilst maintaining quality. Shopify supports WebP natively, making implementation straightforward.

14. Use Proper Heading Hierarchy

Heading tags structure your content for both search engines and readers. They create a logical hierarchy that helps Google understand which content is most important and how sections relate to each other. Proper heading structure also improves readability, allowing shoppers to scan pages quickly.

Each page should have exactly one H1 tag, typically your product name or page title. Everything else uses H2, H3, and H4 tags in logical order. Don't skip heading levels. Going from H2 directly to H4 confuses search engines about content hierarchy. Use H2 for main sections, H3 for subsections within those, and H4 for further subdivisions if needed.

Include keywords in headings naturally when relevant, but never force them. Headings exist primarily to organise content logically. If a keyword fits naturally in a heading, include it. If it makes the heading awkward or unclear, leave it out. Search engines are sophisticated enough to understand context without keyword repetition in every heading.

15. Build Strategic Internal Linking

Internal links connect pages within your site, helping search engines discover content and understand relationships between pages. Strategic internal linking distributes page authority throughout your site, strengthening weaker pages by connecting them to stronger ones.

Link from high-traffic pages like your homepage and bestselling products to newer products or underperforming categories. This passes authority and drives traffic to pages that need it most. In product descriptions, link to related products, collections, and relevant blog posts. This keeps shoppers engaged while helping search engines understand product relationships.

Anchor text matters for internal links. Use descriptive text that includes keywords relevant to the target page. Instead of "click here" links, use "shop our organic cotton t-shirt collection" which tells search engines and users what they'll find. Vary anchor text to avoid appearing manipulative, but keep it relevant and descriptive.

Don't overlook footer and navigation links. These appear on every page, making them powerful for distributing authority. Include links to key collections and landing pages in your navigation. Use footer links for important but lower-priority pages like shipping information or size guides. Avoid excessive footer links, as hundreds of site-wide links can appear spammy.

16. Optimise Collection Pages

Collection pages often receive less SEO attention than product pages but offer significant ranking opportunities. These category pages can rank for broader, higher-volume keywords that product pages can't effectively target.

Write unique collection descriptions of at least 200-300 words. Explain what makes this collection special, who it's for, and how products relate to each other. Include your target keywords naturally while providing genuine value to shoppers. Many Shopify stores skip collection descriptions entirely, leaving a significant SEO opportunity on the table.

Collection pages can rank for commercial keywords like "women's winter coats" or "organic skincare sets" that indicate strong purchase intent. These broader terms drive more traffic than individual product pages while still converting well. Optimise collection titles and meta descriptions just as carefully as product pages.

Handling pagination and filters correctly prevents duplicate content issues. Shopify manages this reasonably well by default, but verify that filtered and paginated pages use canonical tags pointing to the main collection URL. This tells search engines which version to index when multiple URLs show similar content.

17. Handle Out-of-Stock Products Strategically

Keep out-of-stock products live rather than deleting them. Deletion destroys any SEO value the page accumulated and creates broken links from external sites or your own internal links. Product pages with backlinks and rankings represent valuable assets even when temporarily out of stock.

Keep sold-out products live with clear messaging about availability. Add "Currently Unavailable" or "Out of Stock" to the product title if necessary. Include estimated restock dates if you know them, or offer email notifications when the product returns. This maintains the page's search presence while managing customer expectations.

For permanently discontinued products, redirect to the most similar alternative rather than deleting. A 301 redirect passes most of the old page's SEO value to the new destination. Choose the redirect target carefully based on product similarity and search intent. If no good alternative exists, redirect to the relevant collection page.

Apps can automate out-of-stock management by pushing sold-out products to the bottom of collections or hiding them from category pages while keeping product URLs active. This prevents shoppers from frustrating experiences while preserving SEO value. The product page remains accessible via direct links and search engines, but shoppers browsing collections see available products first.

18. Prevent and Fix Duplicate Content

Duplicate content confuses search engines about which version of a page to rank. While Google won't penalise you for duplicate content, it will choose one version and ignore others, potentially wasting your SEO efforts on the wrong pages.

Shopify creates potential duplicate content through product variants, filters, and URL parameters. The platform handles this reasonably well with canonical tags, but verify implementation. Each product should have one canonical URL that all variants and filtered views point to. Check that sorting and filtering doesn't create new URLs without proper canonicalisation.

For multi-region stores, implement hreflang tags to indicate which version serves which country or language. This helps Google show the correct version to users based on their location. Shopify Markets can complicate this, so ensure proper configuration if selling internationally.

Manufacturer descriptions create duplicate content across the internet, not just within your site. This external duplication is why unique product descriptions matter so much. Shopify's product pagination can also create thin duplicate pages if collections have many products. Use canonical tags and meta robots tags strategically to tell search engines which pages to prioritise.

19. Create SEO-Driven Blog Content

Ecommerce blogs serve strategic SEO purposes beyond simple content marketing. Blog posts target informational keywords that product pages can't rank for, capturing shoppers earlier in the buying journey and building topical authority in your niche.

Target "how to" and "best" keywords related to your products. These informational queries indicate people researching before purchase. A running shoe store might create content around "how to choose running shoes for beginners" or "best marathon training schedules". This content attracts visitors months before they buy while establishing expertise.

Link strategically from blog posts to relevant products and collections. This guides readers from information to purchase while passing SEO authority to commercial pages. Don't make every blog post a sales pitch, but include natural opportunities to recommend products that solve problems discussed in content.

Maintain consistency with publishing frequency. Search engines favour sites that regularly add fresh content. A realistic schedule of one to four posts monthly works better than sporadic bursts of activity followed by long gaps. Quality trumps quantity, but regularity signals an active, maintained site worth crawling frequently.

20. Build Landing Pages for Commercial Keywords

Beyond products and collections, dedicated landing pages can target specific commercial keywords and buying scenarios. These pages serve customers at particular decision points in the buying journey.

Create landing pages for comparison keywords like "Shopify vs WooCommerce" or "best headphones under £100". These pages rank for high-intent searches where people are close to purchasing but want specific information. Write comprehensive comparisons that genuinely help, not thinly veiled sales pitches. Authentic, helpful content converts better whilst building trust.

Seasonal landing pages capitalise on predictable search spikes. A gift shop might create "Valentine's Day gifts for her" or "Christmas hampers " pages months before holidays. Building these pages early gives them time to accumulate authority before peak season. Update them annually rather than creating new pages each year, preserving accumulated SEO value.

Landing pages for specific use cases work well for complex products. A camera store might create "best cameras for wildlife photography" or "cameras for YouTube vlogging" pages. These target people who know their use case but haven't chosen specific products yet. Guide them through the decision process whilst naturally recommending your inventory.

21. Optimise for AI Search and Generative Engines

AI-powered search engines and chatbots increasingly influence product discovery. ChatGPT, Perplexity, and Google's AI Overviews don't just link to your site. They synthesise information and recommend products directly within AI-generated responses. This shift requires a complementary strategy called Generative Engine Optimisation alongside traditional SEO.

GEO shares much with traditional SEO but emphasises different elements. AI engines prioritise clear entity definitions, authoritative citations, and content structured for easy extraction. When writing product content, include complete sentences that standalone without surrounding context. AI systems excerpt content fragments, so each paragraph should make sense independently. For a comprehensive approach to AI SEO and GEO optimisation, working with specialists who understand both traditional and generative search becomes increasingly valuable.

Implement structured data aggressively for GEO. Schema markup helps AI engines understand product attributes, pricing, availability, and relationships. The same structured data that generates rich snippets in traditional search helps AI systems parse and present your products accurately. Reviews, ratings, and detailed specifications become even more critical when AI agents need confidence to recommend products. Our detailed GEO ecommerce optimisation guide covers advanced strategies for positioning your products in AI-generated answers.

As of January 2026, monitoring AI engine citations remains challenging compared to traditional search analytics. Track branded searches and direct traffic spikes that might indicate AI-driven discovery. Build brand authority through expertise signals like author credentials, original research, and cited sources. AI systems increasingly favour content demonstrating genuine expertise over generic descriptions.

22. Collect and Leverage Customer Reviews

Customer reviews serve multiple SEO functions beyond social proof. Reviews add unique, user-generated content to product pages, providing fresh text that search engines value. They naturally include long-tail keywords customers use when describing products, often matching search queries better than merchant-written descriptions.

Implement review schema markup to display star ratings in search results. These visual elements significantly improve click-through rates. Products with visible star ratings in search listings can see 30% higher CTR compared to listings without ratings. Even products with occasional negative reviews benefit from displaying ratings, as perfect 5.0 scores can appear suspicious.

Encourage reviews systematically through automated email sequences after purchase. Don't just ask for reviews. Provide clear instructions and direct links to review pages. Incentivise reviews with discount codes for future purchases, though avoid requiring positive reviews for rewards. Authentic reviews, including critical feedback, build more trust than exclusively glowing testimonials.

Respond to reviews publicly, especially negative ones. Thoughtful responses demonstrate customer service commitment whilst adding more unique content to product pages. Search engines favour pages with ongoing engagement. Responding to reviews signals an active, customer-focused business worth ranking higher.

23. Manage Shopify Apps for Performance

Apps extend Shopify functionality but can severely impact site performance. Each app potentially adds JavaScript that slows page loads and damages Core Web Vitals scores. The performance cost of poorly optimised apps often outweighs their benefits for SEO.

Audit installed apps quarterly. Remove any you're not actively using. Many merchants install apps for specific projects then forget to uninstall them afterwards. Unused apps continue loading scripts and consuming resources. Even after uninstallation, some apps leave code in your theme that must be manually removed.

Before installing new apps, research their performance impact. Check reviews specifically mentioning site speed. Test apps on development stores first if possible. Use Google PageSpeed Insights to compare performance before and after installation. If an app drops your speed score significantly, look for lighter alternatives or custom solutions.

Prioritise apps that improve SEO directly, like review collection, image optimisation, or schema markup generators. These apps justify their performance cost through measurable SEO benefits. Avoid redundant apps offering features you could implement through Shopify's built-in capabilities or simple theme customisations.

24. Implement International SEO for Global Markets

Selling to multiple countries requires careful international SEO implementation. Shopify Markets simplifies multi-region selling but introduces technical complexities around URLs, currencies, and language that affect search visibility.

Implement hreflang tags correctly to indicate which version of your store serves which region. These tags tell search engines to show customers your site with GBP pricing, whilst showing US customers the US version with USD. Incorrect hreflang implementation causes search engines to show the wrong version, creating poor user experiences that hurt rankings.

Decide between subdirectories, subdomains, or country-specific domains for international versions. Each approach has trade-offs. Subdirectories consolidate authority on one domain but may appear less locally relevant. Country-specific domains build local trust but require separate SEO efforts for each. Shopify Markets uses subdirectories by default, which works well for most businesses.

Localise content beyond simple translation. US English require different terminology, spellings, and even product descriptions tailored to cultural contexts. Don't just translate. Adapt content to resonate with each market whilst maintaining brand voice. Local content signals to search engines that you genuinely serve each market, improving rankings for region-specific searches.

25. Monitor Performance with Regular SEO Audits

SEO requires ongoing maintenance, not one-time optimisation. Regular audits catch issues before they significantly impact rankings. Establish a consistent schedule rather than reactive fixes after traffic drops.

Conduct comprehensive technical audits quarterly. Check for broken links, redirect chains, crawl errors, and indexing issues through Google Search Console. Verify canonical tags, hreflang implementation, and sitemap accuracy. Use tools like Screaming Frog or Sitebulb for deep technical analysis beyond what Search Console reveals. Working with an experienced SEO agency can help identify issues that automated tools miss.

Monitor Core Web Vitals monthly through Google Search Console's Core Web Vitals report. Performance degradation often happens gradually as apps accumulate or content expands. Catching slowdowns early prevents them from hurting rankings significantly. Test on actual mobile devices, not just desktop simulations, as mobile performance varies considerably.

Review and refresh top-performing content every six months. Update statistics, add recent information, and improve sections that could rank higher. Fresh, updated content signals ongoing relevance to search engines. Competitors constantly improve their content, so maintaining top positions requires matching or exceeding their efforts.