Technical SEO Checklist for Shopify Stores
Shopify handles many technical SEO basics automatically. But "automatic" doesn't mean "optimized." Default Shopify configurations leave significant SEO potential on the table, and the platform's constraints create unique challenges that require specific solutions.
This guide covers the technical SEO issues specific to Shopify stores. Understanding what the platform handles well, what it doesn't address, and how to configure your store for maximum search visibility will help you build on Shopify's solid foundation to achieve genuine SEO excellence.
What Shopify Handles Automatically
Before diving into optimizations, it's important to understand what Shopify does well by default so you can focus your efforts where they matter most.
Shopify provides SSL/HTTPS automatically for all stores, ensuring secure connections without any configuration on your part. All Shopify themes are mobile-responsive by default, addressing mobile usability requirements that search engines expect. The platform generates and updates XML sitemaps automatically as you add or change content. Basic canonical tags are implemented for most page types, helping prevent duplicate content issues. A standard robots.txt file is generated automatically to guide search engine crawlers. Reliable hosting with strong uptime keeps your store accessible when crawlers and customers visit. Core security protecting against common vulnerabilities comes built into the platform.
These defaults provide a solid technical foundation that would require significant effort to implement on other platforms. However, foundation isn't optimization. Shopify's automatic handling of these basics means you have more time to address the platform-specific issues that actually require your attention.
Critical Shopify SEO Issues to Address
1. Duplicate Content from Collections
Shopify creates a significant duplicate content issue for products that appear in multiple collections. When a product exists in several collections, it becomes accessible through multiple URLs.
Consider a product with the handle "blue-widget." This product might be accessible at the main product URL of /products/blue-widget, but also through /collections/widgets/products/blue-widget when accessed from the widgets collection, and /collections/sale/products/blue-widget when accessed from the sale collection. Each of these represents a different URL serving the same content.
Shopify addresses this by adding canonical tags that point to the main product URL, which in most cases prevents serious duplicate content penalties. However, some themes break this canonical implementation, creating a problem you might not notice until rankings suffer.
The fix requires verification and potential theme correction. Check product pages accessed through collections to ensure proper canonical tags exist. Verify that the canonical points to the /products/[handle] format rather than the collection URL. If you discover broken canonical implementation, address it through theme modifications or an SEO app.
2. Pagination Issues
Collection pages with many products create pagination that introduces several SEO challenges requiring attention.
Paginated pages often have thin content since they contain only product listings without substantial unique content on each page. Pagination creates crawl depth issues as products on later pages become many clicks removed from the homepage. Implementations using "load more" buttons or infinite scroll may not be properly crawlable by search engines, potentially leaving later products unindexed.
The fix involves several considerations. Ensure paginated URLs remain crawlable rather than relying entirely on JavaScript loading. Implement rel="next" and rel="prev" markup where appropriate to help search engines understand pagination relationships. Consider offering "view all" options for smaller collections where loading all products on one page is practical. Regularly test to verify that products appearing on later pagination pages are actually getting indexed.
3. URL Structure Limitations
Shopify enforces specific URL structures that cannot be changed, which sometimes conflicts with ideal SEO URL practices.
Fixed structures dictate that products always use /products/[handle], collections use /collections/[handle], pages use /pages/[handle], and blog posts use /blogs/[blog-name]/[post-handle]. You cannot change these fundamental patterns.
What you can control is more limited but still important. The handles or URL slugs themselves remain customizable. Page titles and meta descriptions are fully within your control. Content structure and internal organization can be optimized.
Best practices for working within these constraints include using descriptive, keyword-rich handles that communicate page content clearly. Keep handles concise but meaningful, avoiding unnecessary words while including relevant terms. Avoid changing handles after pages are indexed since changed URLs require redirects and risk losing accumulated authority.
4. Collection Page Content
By default, collection pages often have minimal unique content that fails to capture search visibility for valuable category keywords.
The problem manifests as collection pages containing only product grids without contextual content that could rank for informational or commercial investigation queries. Collection descriptions, when they exist, are often duplicated or generic across collections. Significant optimization opportunities go unrealized when collection pages lack substantive content.
The fix involves treating collection pages as content opportunities rather than just product containers. Add unique, substantial descriptions to collection pages that help customers understand the category and aid their selection. Include buying guidance and category context that demonstrates expertise. Use collection-specific keywords naturally within this content. Consider adding FAQ sections for major collections to capture additional search visibility.
5. Image Optimization
Shopify doesn't automatically optimize images for SEO, leaving significant work for store owners to address.
Common issues include missing alt text that prevents search engines from understanding image content. Large file sizes slow page loading and hurt Core Web Vitals. Poor file naming with generic camera default names misses keyword opportunities.
The fix requires attention at the point of image upload and potentially remediation of existing images. Add descriptive alt text to all product images, describing both what the image shows and incorporating relevant keywords naturally. Compress images before uploading using tools that reduce file size without visible quality loss. Use descriptive file names before uploading since Shopify doesn't allow renaming after upload. Implement lazy loading, which most modern themes include by default, to defer loading of images below the fold.
Technical SEO Configuration Checklist
Site Structure
Navigation optimization ensures search engines and users can find important content. Your navigation hierarchy should be clear and logical, reflecting how customers think about your products. Important categories need to be accessible from main navigation rather than buried in submenus. Mega menus should display content without hiding important links behind JavaScript that might not be crawlable. Footer links should provide access to key pages and collections.
Internal linking connects your content and distributes authority. Related products should link from product pages to help customers discover and help search engines understand relationships. Collections should interlink where relevant category relationships exist. Blog content should link to products and collections it discusses. Breadcrumbs should be implemented to show navigation paths and provide internal links.
URL hygiene keeps your URL structure clean and functional. Handles should be descriptive and keyword-rich. Unnecessary URL parameters should be avoided or handled with parameter handling in Search Console. Redirects should be in place for any changed URLs. Redirect chains where one redirect leads to another should be identified and fixed.
Crawlability
Robots.txt review ensures your file isn't blocking important content. Verify that critical pages aren't blocked from crawling. Confirm that admin and checkout pages are appropriately blocked. Check that your sitemap is referenced in robots.txt. Review for any accidental blocking of important sections.
Sitemap verification confirms your content is being submitted properly. Your sitemap should be submitted to Google Search Console. All important pages should be included in the sitemap. Any error URLs should be removed. The sitemap should update regularly as you add or change content.
JavaScript rendering requires attention since Shopify themes often rely heavily on JavaScript. Critical content shouldn't be hidden behind JavaScript that crawlers might not execute. Products and collections should render properly for crawlers. Testing with Google's Mobile-Friendly Test helps verify what crawlers see.
Indexation Control
Canonical tags need verification across your site. All pages should have appropriate canonicals pointing to their preferred versions. Collection product URLs should canonical to the main product URL. There should be no conflicting canonical signals where different pages point to each other.
Noindex tags should be applied where appropriate to keep low-value pages out of the index. Thank you pages after purchase don't need to be indexed. Account pages with customer-specific content should be noindexed. Cart pages should be noindexed. Search results pages can optionally be noindexed depending on your preference.
Pagination handling prevents both indexation problems and missed indexation opportunities. Paginated pages should be crawlable even if they use JavaScript loading. Consider noindexing deep pagination pages that contain products already indexed through other paths. Offer view all options for smaller collections where practical.
Page Speed
Core Web Vitals represent Google's specific page experience metrics that affect rankings. Largest Contentful Paint should be under 2.5 seconds, measuring how quickly main content loads. First Input Delay should be under 100 milliseconds, measuring interactivity responsiveness. Cumulative Layout Shift should be under 0.1, measuring visual stability during loading.
Speed optimization addresses the factors that affect these metrics. Images should be compressed and sized appropriately for their display dimensions. Minimize the number of apps installed since each adds code that must load. Audit third-party scripts to identify and remove unnecessary ones. Optimize theme code where possible, either directly or through performance-focused apps.
Mobile speed deserves specific attention since most Shopify traffic is mobile. Test on real mobile devices rather than just desktop emulators. Test under slow connection conditions that simulate real-world mobile networks. Ensure critical CSS loads quickly to prevent visible delays.
Schema Markup
Product schema should include all relevant product information. Product name, description, and image provide basic product identification. Price and currency enable rich results showing pricing. Availability status indicates whether products can be purchased. Reviews and ratings, where applicable, display social proof in search results. Brand or manufacturer connects products to their makers.
Organization schema establishes your business identity. Business name identifies your company. Logo provides visual brand identification. Contact information helps users and search engines understand how to reach you. Social profiles connect your web presence.
Breadcrumb schema marks up your navigation structure. The navigation path should be properly structured as breadcrumbs. Markup should match visible breadcrumbs on the page.
Additional schema types enhance visibility for specific content. FAQ schema should be implemented where question and answer content exists. Local business schema is important if you have physical locations. Article schema should be applied to blog content.
Shopify-Specific Optimizations
Theme Selection and Configuration
Theme selection significantly impacts SEO potential. Clean, semantic HTML provides the foundation for good crawlability. Fast loading out of the box reduces the optimization work required. Proper heading structure using H1s, H2s, and H3s appropriately signals content hierarchy. Built-in schema support reduces reliance on apps for structured data. Thorough mobile optimization ensures good experience for mobile-first indexing.
Theme configuration should maximize SEO benefits. Enable lazy loading for images to improve initial page load. Configure image sizes appropriately for their display contexts. Set up proper heading hierarchy avoiding common issues like using H2s before H1s. Implement breadcrumbs if your theme supports them.
App Audit
Apps represent a major source of SEO issues on Shopify stores, often slowing sites significantly while providing limited value.
App problems accumulate as stores add more functionality. Each app adds JavaScript that must load on your pages. Many apps inject content in ways that break page structure or create issues. Some apps conflict with proper heading hierarchy or other structural elements. Unused apps that haven't been opened in months still add code to every page load.
An effective app audit process starts with listing all installed apps and identifying which ones are actively used. Test page speed with and without apps to quantify their impact. Remove unused apps completely rather than just disabling them. Evaluate alternatives for apps that cause significant problems but provide necessary functionality.
Metafield Usage
Metafields allow you to add additional structured data to products, collections, and other Shopify objects.
SEO uses for metafields include extended product specifications beyond what standard fields accommodate. Additional schema data can be stored in metafields and output in templates. Custom content fields enable adding SEO-relevant information to products. SEO-specific fields can store custom meta titles, descriptions, or structured data.
Implementation requires connecting metafields to your theme. Use metafields to store structured product data in consistent formats. Integrate metafield data with schema markup output. Display metafield content in templates so both users and crawlers can access it.
Common Shopify SEO Mistakes
Mistake 1: Ignoring Collection Pages
Many Shopify stores focus exclusively on product pages, leaving collection pages with thin content that fails to capture valuable category keywords.
The reality is that collection pages often have significant ranking potential for category-level commercial queries. When someone searches for "running shoes for women," they're more likely to find a collection page than individual product pages. The fix is adding substantial, unique content to collection pages that helps these pages rank for valuable category keywords.
Mistake 2: App Overload
Installing every recommended app creates bloated, slow stores that suffer in both rankings and conversions.
The reality is that each app adds code and potential issues, with the cumulative effect often devastating page speed. Many stores have ten or more apps they haven't used in months still loading on every page. The fix is maintaining minimal apps with regular auditing to remove those that no longer provide value.
Mistake 3: Default Meta Descriptions
Using Shopify's auto-generated meta descriptions that simply pull from product descriptions leads to suboptimal search results presentation.
The reality is that auto-generated meta descriptions are rarely optimized for click-through and often truncate awkwardly. The first few words of your product description may not communicate value effectively in search results. The fix is writing custom meta descriptions for important pages that encourage click-through and accurately represent page content.
Mistake 4: Ignoring Blog Functionality
Many Shopify stores never use the built-in blog functionality, missing opportunities for content marketing and topical authority.
The reality is that blog content builds topical authority and captures informational queries that category and product pages can't target. Stores with active blogs often rank for more queries and build more backlinks. The fix is developing a content strategy using Shopify's blog to build authority and capture search visibility across the customer journey.
Mistake 5: Poor Variant Handling
Products with many variants like size, color, and style combinations can create indexation issues if not handled carefully.
The reality is that each variant URL may be indexed separately, potentially creating thin content issues or diluting authority across many similar pages. The fix is proper variant URL structure and canonicalization, ensuring variant pages either provide unique value or consolidate to parent product pages.
Technical SEO Audit Process
Monthly Checks
Regular monthly reviews catch problems before they compound. Review Search Console for crawl errors and address any that appear. Monitor Core Web Vitals for any degradation in page experience metrics. Check indexation status to ensure important pages remain indexed. Assess the impact of any new apps installed during the month.
Quarterly Checks
Deeper quarterly audits reveal issues that monthly checks might miss. Conduct a full site crawl using Screaming Frog or similar tools to identify broken links, missing meta tags, and other issues. Perform a duplicate content audit to ensure canonical implementation is working correctly. Analyze internal linking to identify orphan pages or pages with insufficient links. Run comprehensive page speed testing to benchmark performance.
Annual Checks
Annual reviews address larger strategic questions. Complete a thorough technical audit covering all aspects of technical SEO. Evaluate whether your theme still meets your needs or if a change would improve performance. Consolidate apps by identifying redundancies and evaluating whether newer solutions could replace multiple older apps. Review all schema markup to ensure it remains valid and complete.
Tools for Shopify SEO
Free Tools
Google Search Console provides the essential foundation for technical SEO monitoring, showing indexation status, crawl errors, and search performance. Google PageSpeed Insights analyzes page speed and provides specific recommendations. Mobile-Friendly Test verifies how your pages render on mobile devices. Rich Results Test validates your schema markup for eligibility for enhanced search features.
Paid Tools
Screaming Frog enables comprehensive site crawling and technical audits at a level of detail free tools can't match. Ahrefs or Semrush provide backlink analysis, ranking tracking, and identification of technical issues across your site. GTmetrix offers detailed speed analysis with waterfall charts showing exactly what's slowing your pages.
Shopify Apps
JSON-LD for SEO automates schema markup implementation across your store. Smart SEO helps manage meta tags and can automate alt text. Crush.pics compresses images to improve page speed. Page Speed Optimizer makes various performance improvements.
Be selective with apps. Each one adds tradeoffs in terms of page speed and complexity. Evaluate whether the benefits justify the costs, and regularly audit to remove apps that no longer provide value.
The Bottom Line
Shopify provides solid SEO foundations that handle many technical basics automatically. However, genuine optimization requires attention to platform-specific issues that default configurations don't address.
The key issues requiring attention include duplicate content created when products appear in multiple collections. URL structure limitations that constrain but don't eliminate optimization opportunities. Collection page content gaps that represent missed ranking opportunities. Image optimization that requires manual attention at upload. App bloat that accumulates over time and degrades performance.
Address these issues systematically through regular audits that catch problems before they compound. Technical SEO isn't glamorous work, but it's foundational. The best content and products in the world won't rank if technical issues prevent proper crawling, indexing, and rendering.
Want a professional technical SEO audit of your Shopify store? Book a free CRO audit and we'll identify technical issues holding back your search visibility and provide specific fixes.
