Shopify SEO Checklist: The Ultimate Guide (2025 Edition)

Your theme controls more than design.

It affects your:

• Page speed
• Code quality
• Mobile usability
• Heading structure

But most themes? Sloppy. Slow. Bloated.

Stick to themes built on Online Store 2.0. Shopify’s Dawn theme is a solid starting point. So are themes from trusted developers like Out of the Sandbox and themes from Shopify’s theme store.

Quick check:

Run your homepage through PageSpeed Insights. If your score’s in the red or orange, fix that first.

Screenshot of Google PageSpeed Insights score for a Shopify store

Two things here:

• Make sure HTTPS is active. Shopify enables SSL by default. But double-check. If your store loads over “http://” — that’s a problem.
• Choose one version of your domain. Either with or without “www.” Not both. Pick one and redirect the rest.

Google sees www.mystore.com and mystore.com as two different sites. That’s duplicate content. Bad for SEO.

Fix it in Shopify under Online Store > Domains.

This is your SEO dashboard.

Google Search Console tells you:

• What keywords you are ranking for
• Which pages are indexed
• If Google’s running into problems on your site

Google Analytics (GA4) tells you:

• Where your traffic comes from
• What visitors are doing on your site
• What’s converting (and what’s not)

Set both up. They’re free. And if you’re not tracking your SEO, you’re guessing.

Most Shopify stores overdo it on apps. And it wrecks their load speed.

Here’s what you actually need:

• Plug In SEO – for quick audits
• Smart SEO – to auto-generate meta tags and image alt text
• JSON-LD for SEO – adds structured data (so you can win rich snippets)
• TinyIMG – compresses images, boosts speed

Install first. Test your site. Repeat.

More apps = slower site = lower rankings. Keep it lean.

Deleted or renamed a product page?

You just created a broken link. Google hates that. Customers hate that. Your rankings will take a hit.

Fix it with a 301 redirect.

In Shopify: – Go to Online Store > Navigation > URL Redirects – Redirect old URLs to new ones. Done.

If you’re moving from another platform (like Wix or WooCommerce), you’ll need to redirect all old URLs to their new Shopify equivalents. Don’t skip this step.

That’s your SEO foundation.

Simple stuff. But most stores mess it up. Don’t be one of them.

These are the first things people see in search results. If your title’s weak, no one clicks. If your meta description is vague or missing, Google fills it in badly.

What to do:

• Put your main keyword at the front of the page title
• Keep it under 60 characters
• Make your meta description clear, specific, and benefit-focused
• Stay under 155 characters

Screenshot showing how to manage metadata in the Shopify admin

Example:

Title: “Organic Cotton T-Shirts | Soft, Sustainable Styles – [Your Brand]” Meta: “Eco-friendly cotton tees that feel as good as they look. Free shipping on orders over $50.”

Your H1 is your page headline. Every page gets one. That’s it.

Don’t let your theme auto-assign H1s to random things (like logos or breadcrumbs). It confuses Google. And looks messy.

What to do:

• Homepage: “Sustainable Streetwear for Everyday Life”
• Collection page: “Women’s Organic Cotton T-Shirts”
• Product page: “Black Bamboo Yoga Tank – Women’s”

Then structure the rest of the page with H2s, H3s, and bullet points.

Clean hierarchy = better rankings.

Clean URLs help rankings. They also look way better in search results.

Bad: /products/cool-tee-1029838-size-l Better: /products/organic-cotton-tee

To fix this: Go to your product or collection > scroll to Search Engine Listing Preview > Edit the URL handle.

And if you change a live URL? Set up a 301 redirect. Every time. No exceptions.

This is where you win or lose SEO.

Most stores copy the manufacturer’s text. Or write two lines and move on.

Write for humans. Format for scanners. And yes — include keywords (naturally).

Here’s a solid structure:

• 1–2 line intro (hook the buyer)
• Bullet points for key features
• Short paragraph on benefits or use case
• Materials, care instructions, shipping info
• Aim for 150–300 words minimum. More if it’s a high-ticket item.

Screenshot showcasing the Shopify Magic feature within the Shopify admin.

Google can’t “see” your photos, but alt text tells them what’s in the picture. It also improves accessibility and helps with image search.

How to do it: Click the image inside your product or blog editor > Add alt text.

Be clear. Be specific.

Bad: alt=”image1″ Good: alt=”Unisex Acne Studios crewneck sweater front view”

Screenshot showing how to manage ALT text in the Shopify admin

Here’s a big one.

Most Shopify stores have collection pages with just a product grid. No intro, no copy, nothing. That’s a missed opportunity.

Google needs context. A short paragraph — even just 100–150 words — can help you rank for category-level keywords. More content, the better it is.

Example of SEO-optimized content on a Shopify collection page

What to do:

• Add a few lines of SEO-friendly content at the top or bottom of your collection page
• Use your main keyword naturally in the heading and the first sentence
• Link to related collections or a featured product

Example:

“Explore our collection of women’s organic cotton tees — soft, breathable, and ethically made. Perfect for everyday comfort.”

Internal links aren’t just for blogs.

They help search engines crawl your site. They help customers find what they’re looking for. And they keep people on your site longer.

Examples:

• Link from blog posts to related products
• Link from product pages to their parent collection
• Link between related products (e.g. “Complete the look”)

Just don’t overdo it. Make it natural. Make it helpful.

That’s on-page SEO.

Done right, it’s simple and stupidly effective. Do it better than 90% of Shopify stores, and you’ll see the results stack up.

Not all traffic is equal. It’s important to understand search intent when choosing keywords.

Some people want to browse. Some are ready to buy.

You want the second group.

High-intent keywords:

• “buy bamboo yoga pants”
• “men’s organic cotton t-shirt large”
• “best vegan leather bags under $100”

These people know what they want. If you rank for these, you’re getting qualified traffic, not tire-kickers.

Avoid:

• Super broad keywords like “leggings”
• Random how-to queries that don’t lead to a sale

You can target low-intent stuff later with blog content. But when optimizing product and collection pages, go for buyer intent first.

You don’t need advanced SEO tools like Ahrefs or SEMrush to do solid keyword research.

Start with free tools:

• Google Search Console → shows what keywords you already rank for
• Ubersuggest → great for keyword ideas + volume estimates
• Google Autocomplete → type your product name, see what pops up
• Answer the Public → helpful for blog topic inspiration

If you want to invest later, SEMRush is worth it. But don’t let tools slow you down. Start simple.

This is one of the fastest ways to find keywords that actually rank.

Here’s how:

• Google your product (e.g. “bamboo tank top women”)
• Look at the online stores that show up on page 1
• Scan their product titles, meta descriptions, and collection names
• Plug their URLs into Ubersuggest or SEMRush and see what keywords pop

You’ll spot patterns fast. And you’ll find gaps they missed.

A keyword map = a plan. It tells you which page is targeting which keyword.

Most stores don’t do this, and they end up competing with themselves or using the same keyword on 10 different pages.

How to do it: Make a spreadsheet with:

• Page URL
• Primary keyword
• Variations / LSI terms
• Notes (e.g. internal links, content updates needed)

Example:

You don’t need a fancy SEO tool for this. Google Sheets works fine.

“Vegan shoes” is tough to rank for. “Vegan leather Chelsea boots size 9” — much easier.

Long-tail keywords = lower search volume but way higher intent.

Especially for product pages, blog titles, and FAQs, long-tail is your friend.

Search trends change. Products go in and out of stock. Seasons shift.

Make it a habit:

• Once a quarter, review your rankings in Google Search Console
• See what keywords are working
• Add new ones, prune the weak ones, and update old content accordingly

This keeps your SEO active instead of set-it-and-forget-it.

Most stores guess when it comes to keywords.

You won’t.

Because now you know exactly how to find keywords that matter — and map them where they’ll have the biggest impact.

Someone Googling “best fabrics for hot weather” isn’t ready to buy yet. But they’re on the path.

A blog post on that topic can rank, pull them in, and link directly to your lightweight summer gear. Now you’re top of mind before they even start comparing products.

That’s the move.

Examples for a store selling sustainable clothing:

• “How to Wash Organic Cotton Without Ruining It”
• “5 Signs You’re Buying Fast Fashion (And What to Do Instead)”
• “What to Wear for Hot Yoga: Breathable, Sweat-Friendly Picks”

These attract real search traffic and give you a natural way to link to your products.

Example of the blog section on a Shopify website.

You don’t need to become a content machine. But one solid blog post a month — with a real keyword, a real topic, and real internal links — is more than most stores are doing.

What matters is quality and strategy.

Pick one keyword. Answer one question. Link to one collection or product.

Do that consistently, and your content builds momentum.

People skim. Google scans. Your blog needs to work for both (just like this post).

Every post should include:

• One clear H1 (your post title, keyword included)
• Multiple H2s and bullet points for structure
• Your main keyword (aka “focus keyword”) in the first 100 words
• At least one link to a product
• At least one link to a collection
• Alt text on images
• A CTA at the end (or in the middle)

You wrote the post. Now what?

Don’t let people bounce. Give them a next step.

Good CTAs:

• “Check out our organic cotton loungewear.”
• “Shop the full eco-friendly yoga collection.”
• “Subscribe for new product drops + styling tips”

Drop it at the end of the post. And again in the middle if it fits.

Your blog is the perfect place to link around your store.

• Link to products mentioned in the post
• Link to collections that match the topic
• Link to other blog posts to build depth

This helps Google crawl your site better and keeps visitors moving instead of bouncing.

SEO isn’t a “write it and forget it” game.

Check your older posts every few months. If one is ranking, make it better:

• Add new stats
• Update product links
• Improve the intro or headline
• Add a stronger CTA

Google loves fresh content. So do readers.

Done right, your blog becomes a traffic engine — and a ranking booster for your store.

Most Shopify stores ignore this. You won’t.

Page speed isn’t just a “nice to have” anymore. It’s a ranking factor.

If your store loads like molasses, people bounce. And Google notices.

What to do:

• Stick to lightweight, optimized themes (we covered this in Section 2)
• Compress your images (apps like TinyIMG do this well)
• Remove unused apps and code bloat
• Use lazy loading for images (most modern themes do this by default)

Structured data helps Google understand your pages better. It also unlocks rich results — things like star ratings, price, availability — right in search results.

Shopify doesn’t include a full schema out of the box.

Example of structured data enhancing a search result on the SERP

Fix it with:

• An app like JSON-LD for SEO (plug-and-play)
• Or hire a Shopify dev to manually add schema for products, blog posts, and FAQs

Focus on these types:

• Product schema
• Breadcrumbs
• Article (for blog posts)
• FAQ (if you use expandable questions)

In 2025, mobile-first indexing isn’t optional. Google only cares about your mobile version. And over 70% of your customers are shopping from their phone anyway.

What to check:

• Responsive theme that adjusts cleanly on all screen sizes
• Clickable elements spaced properly (no overlapping buttons)
• Fonts that are readable without zoom
• Fast load time on mobile (seriously, test it)

This isn’t just SEO — it’s usability. And both matter.

Google hates broken links. Visitors do too.

How to find them:

• In Google Search Console, check “Indexing” and “Page indexing.”
• Look for soft 404s, server errors, and blocked pages
• Use Screaming Frog or Ahrefs Site Audit (if you’re advanced) for deeper scans

Then:

• Remove or fix dead links
• Set up proper 301 redirects
• Double-check any custom URLs or product deletions

Do this monthly, or at least quarterly.

Screenshot of Google Search Console showing 404 error reports

Shopify auto-generates a sitemap at: yourstore.com/sitemap.xml

This file helps Google discover and crawl your pages more efficiently.

Submit it to Google Search Console > Sitemaps.

Also:

• Double-check that important pages are included (collections, products, blog posts)
• No-index pages that shouldn’t show up (like search results or filtered URLs)

Screenshot of Google Search Console showing the XML sitemap submission

vi. Clean Up Your Site Structure

Your site structure should be dead simple.

Ideal setup:

• Homepage → Collections → Products
• Blog → Individual blog posts
• About / Contact / Policies as standalone pages

Every page should be reachable within 3 clicks from the homepage. That’s it.

Shopify can create duplicate content with product variants or similar collections.

Canonical tags tell Google:

“Hey, this is the main version of this page. Index this one.”

Shopify usually handles this for you, but it’s worth checking. Use View Page Source or an SEO tool to confirm <link rel=”canonical” href=”…”> is set properly on every product page.

Technical SEO isn’t flashy. But it’s what separates fast, crawlable, rank-worthy stores from the ones that stay buried.

Do a little cleanup now, and you’ll see compounding results later.

You don’t need 10 apps. Just a few good ones that do the heavy lifting.

Here’s the short list:

a. Plug In SEO

• What it does: Basic SEO audits — missing titles, meta tags, image alt text, etc.
• Why it’s good: Easy to use, gives you a simple report card
• Best for: Store owners who want regular alerts without digging through code

b. Smart SEO

• What it does: Auto-generates meta tags and image alt text at scale
• Why it’s good: Saves time if you have a lot of products
• Best for: Medium-to-large stores with dozens (or hundreds) of SKUs

c. JSON-LD for SEO

• What it does: Adds structured data to your store (for rich results like star ratings, price, stock level)
• Why it’s good: You’ll show up better in Google search, especially for products
• Best for: Stores serious about visibility in competitive niches

d. TinyIMG

• What it does: Compresses images without killing quality
• Why it’s good: Keeps your site fast, which helps rankings and UX
• Best for: Any store with lots of product photography (read: all of them)

e. Yoast SEO

• What it does: Helps you write better titles, meta descriptions, and content that’s optimized for both search engines and humans
• Why it’s good: Yoast is one of the most trusted names in SEO (popular on WordPress). Now it’s tailored for Shopify, with real-time SEO suggestions as you write
• Best for: Store owners who want guided SEO help without relying on multiple tools

Want to go deeper? These external tools are must-haves if you’re serious about SEO.

a. Google Search Console

• Free
• Tracks what keywords you’re ranking for, indexing issues, and performance
• Use it to fix crawl errors, submit sitemaps, and spot ranking drops early

b. Google Analytics 4 (GA4)

• Free
• Shows how users behave on your site (where they land, where they bounce, what converts)
• Helps you tie SEO to revenue, not just traffic

c. Ubersuggest

• Free + paid
• Simple keyword research, competitor analysis, and traffic data
• Great for beginners who want solid keyword suggestions without getting overwhelmed

d. Screaming Frog SEO Spider

• Paid (with a limited free version)
• Crawls your site like Google does
• Helps you catch broken links, duplicate titles, bad redirects, and more
• Advanced tool — not for the faint of heart, but super powerful

• Site loads in under 3 seconds (test on mobile + desktop)
• HTTPS is enabled, and all pages redirect to one primary domain
• No crawl errors in Google Search Console
• Sitemap is submitted and clean (yourstore.com/sitemap.xml)
• Mobile usability is error-free (check GSC > Mobile Usability)
• Canonical tags are in place, especially for variant-heavy products
• Structured data (schema) is active — use Rich Results Test

• Unique page title on every product, collection, and blog post
• Meta descriptions written (or improved with Shopify Magic)
• One clear H1 tag per page, with the keyword included
• Alt text added to all images (product, homepage, blog)
• Collection pages include SEO-friendly intro text
• URLs are short, clean, and keyword-rich
• Internal links in place — products to collections, blogs to products, etc.
• No duplicate content across product pages

• Every key page has a target keyword (see your keyword map)
• The top 10 products have unique, optimized descriptions
• Blog posts are optimized (keyword in title, H1, body, meta)
• Long-tail keywords used on products, blogs, and FAQs
• New blog content added monthly (or repurposed if needed)
• Top blog posts updated quarterly to keep content fresh
• CTAs added to blog posts to guide users toward products or collections

• Broken links fixed (use GSC, Screaming Frog, or an SEO app)
• Old URLs properly redirected via Shopify’s 301 redirect tool
• Unnecessary apps removed to improve load time
• Out-of-stock products either redirected or hidden from search

• Check Search Console: Rankings, CTR, indexing issues
• Review Analytics (GA4): Which pages drive traffic + conversions
• Compare keyword rankings (Ubersuggest, Ahrefs, or GSC)
• Track improvements over time (set benchmarks and revisit)