Shopify search engine marketing 2022: The Information to Optimizing Shopify


The writer’s views are fully his or her personal (excluding the unlikely occasion of hypnosis) and should not all the time mirror the views of Moz.

 A development we’ve been noticing at Go Fish Digital is that increasingly more of our shoppers have been utilizing the Shopify platform. Whereas we initially thought this was only a coincidence, we are able to see that the info tells a unique story:

The Shopify platform has been steadily rising in recognition all through the years. Taking a look at BuiltWith utilization statistics, we are able to see that utilization of the CMS has greater than doubled since October 2017. Presently, 4.24 of the highest 10,000 websites and three.02% of the highest 100,000 are utilizing Shopify.

Since we’ve labored with an excellent quantity of Shopify shops, we wished to share our course of for frequent search engine marketing enhancements we assist our shoppers with. The information under ought to define some frequent changes we make on Shopify shops.

What’s Shopify search engine marketing?

Shopify search engine marketing is a set of  search engine marketing changes which might be distinctive to the Shopify platform. Whereas Shopify shops include some helpful issues for search engine marketing, equivalent to a weblog and the flexibility to redirect, it could additionally create search engine marketing points equivalent to duplicate content material. 

Among the most typical Shopify search engine marketing suggestions are:

  1. Take away duplicate URLs from inside linking structure

  2. Take away duplicate paginated URLs

  3. Create weblog content material for key phrases with informational intent

  4. Add “Product,” “Article,” & “BreadcrumbList” structured information

  5. Decide deal with product variant pages

  6. Compress photographs utilizing

  7. Take away pointless Shopify apps

We’ll go into how we deal with every of those suggestions under:

Duplicate content material

By way of search engine marketing, duplicate content material is the very best precedence problem we’ve seen created by Shopify. Duplicate content material happens when both duplicate or comparable content material exists on two separate URLs. This creates points for serps as they may not be capable to decide which of the 2 pages needs to be the canonical model. On prime of this, usually occasions hyperlink indicators are cut up between the pages.

We’ve seen Shopify create duplicate content material in a number of other ways:

  1. Duplicate product pages

  2. Duplicate collections pages by means of pagination

Duplicate product pages

Shopify creates this problem inside their product pages. By default, Shopify shops enable their /merchandise/ pages to render at two completely different URL paths:

Shopify accounts for this by making certain that each one /collections/.*/merchandise/ pages embody a canonical tag to the related /merchandise/ web page. Discover how the URL within the handle differs from the “canonical” area:

URL In Address Bar Is Different Than Canonical Link

Whereas this actually helps Google consolidate the duplicate content material, a extra alarming problem happens while you have a look at the inner linking construction. By default, Shopify will hyperlink to the non-canonical model of all your product pages.

Shopify collection page links to non-canonical URLs

As properly, we’ve additionally seen Shopify hyperlink to the non-canonical variations of URLs when web sites make the most of “swatch” inside hyperlinks that time to different shade variants.

Thus, Shopify creates your total website structure round non-canonical hyperlinks by default. This creates a high-priority search engine marketing problem as a result of the web site is sending Google conflicting indicators:

  1. “Listed here are the pages we internally hyperlink to essentially the most usually”

  2. “Nonetheless, the pages we hyperlink to essentially the most usually should not the URLs we truly wish to be rating in Google. Please index these different URLs with few inside hyperlinks”

Whereas canonical tags are often revered, bear in mind Google does deal with these as hints as an alternative of directives. Which means that you’re counting on Google to make a judgement about whether or not or not the content material is duplicate every time that it crawls these pages. We favor to not go away this as much as probability, particularly when coping with content material at scale.

Adjusting inside linking construction

Thankfully, there’s a comparatively straightforward repair for this. We’ve been in a position to work with our dev staff to regulate the code within the product.grid-item.liquid file. Following these directions will enable your Shopify website’s collections pages to level to the canonical /product/ URLs.

Duplicate collections pages

As properly, we’ve seen many Shopify websites that create duplicate content material by means of the location’s pagination. Extra particularly, a reproduction is created of the primary collections web page in a selected sequence. It is because when you’re on a paginated URL in a sequence, the hyperlink to the primary web page will include “?web page=1”:

First page in Shopify pagination links to ?page=1 link

Nonetheless, it will nearly all the time be a reproduction web page. A URL with “?web page=1” will nearly all the time include the identical content material as the unique non-parameterized URL. As soon as once more, we advocate having a developer regulate the inner linking construction in order that the primary paginated end result factors to the canonical web page.

Product variant pages

Whereas that is technically an extension of Shopify’s duplicate content material from above, we thought this warranted its personal part as a result of this isn’t essentially all the time an search engine marketing problem.

It’s not unusual to see Shopify shops the place a number of product URLs are created for a similar product with slight variations. On this case, this may create duplicate content material points as usually occasions the core product is similar, however solely a slight attribute (shade for example) adjustments. Which means that a number of pages can exist with duplicate/comparable product descriptions and pictures. Right here is an instance of duplicate pages created by a variant:

If left alone, this as soon as once more creates an occasion of duplicate content material. Nonetheless, variant URLs don’t have to be an search engine marketing problem. Actually, some websites may gain advantage from these URLs as they permit you to have indexable pages that could possibly be optimized for very particular phrases. Whether or not or not these are helpful goes to vary on each website. Some key inquiries to ask your self are:

  • Do your prospects carry out queries based mostly on variant phrases?

  • Do you may have the sources to create distinctive content material for all your product variants?

  • Is that this content material distinctive sufficient to face by itself?

For a extra in-depth information, Jenny Halasz wrote an important article on figuring out the perfect plan of action for product variations. In case your Shopify retailer accommodates product variants, than it’s value figuring out early on whether or not or not these pages ought to exist at a separate URL. If they need to, then it is best to create distinctive content material for each one and optimize every for that variant’s goal key phrases.

Crawling and indexing

After analyzing fairly a number of Shopify shops, we’ve discovered some search engine marketing objects which might be distinctive to Shopify in terms of crawling and indexing. Since that is fairly often an vital element of e-commerce search engine marketing, we thought it will be good to share those that apply to Shopify.

Robots.txt file

By default, Shopify creates a robots.txt file on your retailer with fairly a number of prewritten “Disallow” instructions. We discover that normally, Shopify’s default robots.txt guidelines are adequate for many retailer homeowners. You may see an instance of Shopify’s default robots.txt guidelines right here:

An example robots.txt file in Shopify

Listed here are some sections of the location that Shopify will disallow crawling in:

  • Admin space

  • Checkout

  • Orders

  • Procuring cart

  • Inside search

  • Insurance policies web page

Nonetheless, as Shopify shops get larger and extra custom-made, there’s a higher probability that you just would possibly want to regulate the robots.txt file. Thankfully, as of June 2021, Shopify now let’s you replace the robots.txt file

To be able to edit the Shopify robots.txt file, retailer homeowners should create a robots.txt.liquid file after which create customized guidelines to specify any adjustments.

To be able to create a robots.txt.liquid file, retailer homeowners can carry out the next steps:

  1. Login to your Shopify admin space

  2. Within the left sidebar, go to On-line Retailer > Themes

  3. Select Actions > Edit code

  4. In “Templates”, choose the “Add a brand new template” hyperlink

  5. Discover the left-most dropdown and select “robots.txt”

  6. Select “Create template”

This could create your Shopify robots.txt.liquid file. You may then add guidelines to your robots.txt.liquid file by including liquid code. Thankfully, this code isn’t too troublesome so as to add, and Shopify does an excellent job of highlighting do it of their official documentation. Following these steps ought to permit you to have way more management over which URLs are crawled in your Shopify website.


By default, Shopify will generate a sitemap.xml index file on the URL path “”. Shopify’s sitemap.xml index file will mechanically create hyperlinks to youngster sitemaps that include URLs of the next web page sorts:

  1. Product Pages (sitemap_products_1.xml)

  2. Assortment Pages (sitemap_collections_1.xml)

  3. Weblog Posts (sitemap_blogs_1.xml)

  4. Advertising Pages (sitemap_pages_1.xml)

This sitemap.xml file will dynamically replace as new pages are added/faraway from to the location. Usually, the Shopify sitemap.xml is sweet to exit of the field and doesn’t must be adjusted.

One factor to pay attention to is that Shopify will embody any revealed pages within the sitemap.xml file. The most typical problem we see is that legacy pages which might be revealed however now not linked to on the location get included within the sitemap.xml file. It’s value crawling your sitemap.xml to search out any cases of revealed pages which might be included within the sitemap however should not vital for serps to crawl.

Including the “noindex” tag

When you can not regulate the robots.txt, Shopify does enable you so as to add the “noindex” tag. You may exclude a selected web page from the index by including the next code to your theme.liquid file.

{% if template accommodates ‘search’ %}

<meta identify=”robots” content material=”noindex”>

{% endif %}

As properly, if you wish to exclude a complete template, you need to use this code:

{% if deal with accommodates ‘page-handle-you-want-to-exclude’ %}

<meta identify=”robots” content material=”noindex”>

{% endif %}


Shopify does permit you to implement redirects out-of-the-box, which is nice. You should utilize this for consolidating outdated/expired pages or another content material that now not exists. You can do that by going to:

  1. On-line Retailer

  2. Navigation

  3. URL Redirects

The massive factor to remember is that you will want to delete a web page earlier than you may implement a redirect on Shopify. Which means that you’ll wish to be actually positive you’re not going to make use of the web page sooner or later. To make this course of rather less tense, we advocate implementing the “Rewind Backups” app.

Log information

As of now, Shopify doesn’t permit you to entry log information straight by means of the platform. This has been confirmed by Shopify assist.

Quick Simon implementation

Quick Simon is an enterprise answer that provides strong personalization options to your Shopify retailer, and is changing into more and more widespread. In case your Shopify website is using the Quick Simon expertise, you’ll wish to make sure that you’re taking steps to regulate any potential indexing points from an improper implementation. 

Affirm that Quick Simon is pre-rendering your web site’s content material in order that Google doesn’t run into crawling and indexing points. This may give Googlebot a server-side, rendered model of your website that may make it simpler for it to interpret the content material. For extra particulars, you may learn our case research right here

Structured information

Product structured information

Total, Shopify does a reasonably good job with structured information. Many Shopify themes ought to include “Product” markup out-of-the-box that gives Google with key data equivalent to your product’s identify, description, value and so forth. That is in all probability the very best precedence structured information to have on any e-commerce website, so it’s nice that many themes do that for you.

Shopify websites may also profit from increasing the Product structured information to collections pages as properly. This entails including the Product structured information to outline every particular person product hyperlink in a product itemizing web page. The nice people at Distilled advocate together with this structured information on class pages.

Every product in Shopify collections page marked up with Product structured data

Article structured information

As properly, in case you use Shopify’s weblog performance, it is best to use “Article” structured information. It is a unbelievable schema kind that lets Google know that your weblog content material is extra editorial in nature. Of the entire informational content material schema, “Article” appears to be the one which Google might favor since that’s what’s referenced of their official documentation. Nonetheless, “BlogPosting” schema can also be one other kind of structured information you could possibly add to your Shopify weblog

BreadcrumbList structured information

One addition that we routinely add to Shopify websites are breadcrumb inside hyperlinks with BreadcrumbList structured information. We consider breadcrumbs are essential to any e-commerce website, as they supply customers with easy-to-use inside hyperlinks that point out the place they’re at throughout the hierarchy of a web site. As properly, these breadcrumbs might help Google higher perceive the web site’s construction. We usually recommend including website breadcrumbs to Shopify websites and marking these up with BreadcrumbList structured information to assist Google higher perceive these inside hyperlinks.

Implementing structured information on Shopify

If you wish to implement structured information and have a developer available, it may be good to have them add the above structured information sorts. This ensures that these schema parts will all the time be current in your website.

Nonetheless, in case your growth sources are extra restricted, we discover that Schema App Complete Schema Markup is a good possibility. This may incorporate structured information sorts equivalent to Product and BlogPosting schema on the right pages of the location. As properly, it’s going to even add OfferCatalog schema to mark up each single product inside a class web page. Their assist can also be unbelievable as they’re staff helps you with any technical points you would possibly encounter.

Enhancing Shopify website pace

One of many greatest complaints we hear about Shopify is that it suffers from slower speeds. Nonetheless, in comparison with different e-commerce platforms, we discover that Shopify performs fairly properly. Out of the field, Shopify makes use of the Fastly CDN and leverages browser caching which provides you a strong efficiency basis. Prior to now, we’ve truly benchmarked the common pace metrics of 400+ Shopify websites. Beneath are the common efficiency metrics of the Shopify websites we examined in our dataset.

  • First Contentful Paint: 3.8 seconds

  • Time To Interactive: 22.1 seconds

  • Complete Web page Dimension: 4.41 MB

  • Complete Picture Belongings: 2.1 MB

  • Requests: 171

By way of enhancing efficiency, under are the issues we’ll typically advise our shoppers to do:

  • Lazy load photographs with the lazysizes library

  • Routinely compress photographs utilizing

  • Eradicate any low utilization Shopify apps

  • Manually resize and compress giant photographs on excessive precedence pages

  • Migrate monitoring codes to Google Tag Supervisor

Key phrase analysis

Performing key phrase analysis for Shopify shops will likely be similar to the analysis you’ll carry out for different e-commerce shops.

Some common methods to generate key phrases are:

  • Export your key phrase information from Google AdWords. Observe and optimize for people who generate essentially the most income for the location.

  • Analysis your AdWords key phrases which have excessive conversion charges. Even when the amount is decrease, a excessive conversion charge signifies that this key phrase is extra transactional.

  • Evaluate the key phrases the location at present will get clicks/impressions for in Google Search Console.

  • Analysis your excessive precedence key phrases and generate new concepts utilizing Moz’s Key phrase Explorer.

  • Run your opponents by means of instruments like Ahrefs. Utilizing the “Content material Hole” report, you’ll find key phrase alternatives the place competitor websites are rating however yours shouldn’t be.

  • When you have key phrases that use comparable modifiers, you need to use MergeWords to mechanically generate a big number of key phrase variations.

Key phrase optimization

Much like Yoast search engine marketing, Shopify does permit you to optimize key parts equivalent to your title tags, meta descriptions, and URLs. The place potential, try to be utilizing your goal key phrases in these parts.

To regulate these parts, you merely must navigate to the web page you want to regulate and scroll right down to “Search Engine Itemizing Preview”:

Optimization Options For Metadata in Shopify

Including content material to product pages

Should you determine that every particular person product needs to be listed, ideally you’ll wish to add distinctive content material to every web page. Initially, your Shopify merchandise might not have distinctive on-page content material related to them. It is a frequent problem for Shopify shops, as oftentimes the identical descriptions are used throughout a number of merchandise or no descriptions are current. Including product descriptions with on-page greatest practices will give your merchandise the perfect probability of rating within the SERPs.

Nonetheless, we perceive that it’s time-consuming to create distinctive content material for each product that you just supply. With shoppers up to now, we’ve taken a focused strategy as to which merchandise to optimize first. We like to make use of the “Gross sales By Product” report which might help prioritize that are crucial merchandise to start out including content material to. You will discover this report in Analytics > Dashboard > High Merchandise By Items Bought.

Shopify revenue by product report

By taking this strategy, we are able to shortly establish a number of the highest precedence pages within the retailer to optimize. We are able to then work with a copywriter to start out creating content material for every particular person product. Additionally, needless to say your product descriptions ought to all the time be written from a user-focused view. Writing in regards to the options of the product they care about essentially the most will give your website the perfect probability at enhancing each conversions and search engine marketing.

Shopify weblog

Shopify does embody the potential to create a weblog, however we frequently see this lacking from numerous Shopify shops. It is sensible, as income is the first objective of an e-commerce website, so the preliminary construct of the location is product-focused.

Nonetheless, we reside in an period the place it’s getting tougher and tougher to rank product pages in Google. As an illustration, the under screenshot illustrates the highest 3 natural outcomes for the time period “material diapers”:

SERP for

Whereas many would assume that that is primarily a transactional question, we’re seeing Google is rating two articles and a single product itemizing web page within the prime three outcomes. This is only one occasion of a serious development we’ve seen the place Google is beginning to favor to rank extra informational content material above transactional.

By excluding a weblog from a Shopify retailer, we expect this leads to an enormous missed alternative for a lot of companies. The inclusion of a weblog lets you have a pure place the place you may create this informational content material. Should you’re seeing that Google is rating extra weblog/article sorts of content material for the key phrases mapped to your Shopify retailer, your greatest wager is to exit and create that content material your self.

Should you run a Shopify retailer (or any e-commerce website), we’d urge you to take the next few steps:

  1. Determine your highest precedence key phrases

  2. Manually carry out a Google question for each

  3. Make be aware of the sorts of content material Google is rating on the primary web page. Is it primarily informational, transactional, or a mixture of each?

  4. Should you’re seeing primarily blended or informational content material, consider your individual content material to see if in case you have any that matches the person intent. In that case, enhance the standard and optimize.

  5. Should you don’t have this content material, think about creating new weblog content material round informational matters that appears to meet the person intent

For instance, we’ve a shopper that was serious about rating for the time period “CRM software program,” an especially aggressive key phrase. When analyzing the SERPs, we discovered that Google was rating primarily informational pages about “What Is CRM Software program?” Since they solely had a product web page that highlighted their particular CRM, we instructed the shopper create a extra informational web page that talked typically about what CRM software program is and the advantages it gives. After creating and optimizing the web page, we quickly noticed a big enhance in natural visitors (credit score to Ally Mickler):

The problem that we see on many Shopify websites is that there’s little or no deal with informational pages even if these carry out properly in the major search engines. Most Shopify websites needs to be utilizing the running a blog platform, as it will present an avenue to create informational content material that may lead to natural visitors and income.


Much like WordPress’s plugins, Shopify gives “Apps” that permit you to add superior performance to your website with out having to manually regulate the code. Nonetheless, not like WordPress, many of the Shopify Apps you’ll discover are paid. This may require both a one-time or month-to-month price.

Shopify apps for search engine marketing

Whereas your greatest wager is probably going teaming up with a developer who’s snug with Shopify, listed here are some Shopify apps that may assist enhance the search engine marketing of your website.

  • An excellent automated method of compressing giant picture information. Essential for many Shopify websites as many of those websites are closely image-based.

  • Schema App Complete Schema Markup: This app could also be used in case you don’t have a Shopify developer who is ready to add customized structured information to your website.

  • Good search engine marketing: An app that may add meta tags, alt tags, & JSON-LD

  • Yotpo Evaluations: This app might help you add product evaluations to your website, making your content material eligible for wealthy overview stars within the SERPs.

  • Rewind Backups: Creates backups of your website. Nice to implement earlier than making growth adjustments or including redirects.

Is Yoast search engine marketing accessible for Shopify?

Yoast search engine marketing is completely a WordPress plugin. There may be at present no Yoast search engine marketing Shopify App.

Limiting your Shopify apps

Much like WordPress plugins, Shopify apps will inject further code onto your website. Which means that including numerous apps can decelerate the location. Shopify websites are particularly prone to bloat, as many apps are targeted on enhancing conversions. Usually occasions, these apps will add extra JavaScript and CSS information which may damage web page load occasions. You’ll wish to make sure that you repeatedly audit the apps you’re utilizing and take away any that aren’t including worth or being utilized by the location.

Shopper outcomes

We’ve seen fairly good success in our shoppers that use Shopify shops. Beneath you’ll find a number of the outcomes we’ve been in a position to obtain for them. Nonetheless, please be aware that these case research don’t simply embody the suggestions above. For these shoppers, we’ve used a mixture of a number of the suggestions outlined above in addition to different search engine marketing initiatives.

In a single instance, we labored with a Shopify retailer that was serious about rating for very aggressive phrases surrounding the primary product their retailer targeted on. We evaluated their prime performing merchandise within the “Gross sales by product” report. This resulted in a big effort to work with the shopper so as to add new content material to their product pages as they weren’t initially optimized. This mixed with different initiatives has helped enhance their first web page rankings by 113 key phrases (credit score to Jennifer Wright & LaRhonda Sparrow).

Graph of first-page keyword rankings over time

In one other occasion, a shopper got here to us with a problem that they weren’t rating for his or her branded key phrases. As an alternative, third-party retailers that additionally carried their merchandise have been usually outranking them. We labored with them to regulate their inside linking construction to level to the canonical pages as an alternative of the duplicate pages created by Shopify. We additionally optimized their content material to higher make the most of the branded terminology on related pages. In consequence, they’ve seen a pleasant enhance in general rankings in simply a number of months time.

Graph of total ranking improvements over time.

Transferring ahead

As Shopify utilization continues to develop, it will likely be more and more vital to know the search engine marketing implications that include the platform. Hopefully, this information has supplied you with further information that may assist make your Shopify retailer stronger in the major search engines. Should you’re serious about studying extra about Shopify, you may as well try our Shopify search engine marketing Studying Middle.


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