Shopify Checklist

Streamline your Shopify store’s SEO with step-by-step checkpoints covering setup, product optimization, structured data, and site performance.

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Foundation & Setup

Use a Custom Domain (Not the default “myshopify.com”)

A custom domain helps your brand look professional and gives Google clearer indexing signals. Avoid leaving “.myshopify.com” as your main URL.

Choose a Lightweight, SEO-Friendly Theme

Pick a Shopify theme that’s fast, responsive, and uses clean code. Too many heavy scripts or poorly structured markup slow down your store.

Enable HTTPS / SSL

Shopify provides SSL by default—ensure your store runs over https:// so data is encrypted and Google treats it as a secure site.

Set Up Google Search Console & Bing Webmaster Tools

Verify your Shopify store in Google Search Console and Bing Webmaster Tools. These let you see indexing status, errors, and search performance.

Install Analytics (e.g. Google Analytics / GA4)

Set up analytics to track site traffic, user behavior, and conversions. Make sure it’s active on all pages and that key events (checkout, add to cart) are tracked.

Submit Your Sitemap

Shopify auto-generates a sitemap (e.g. /sitemap.xml). Submit that to Search Console so Google knows which pages to crawl and index.

Technical SEO & Site Structure

Add Self-Referencing Canonical Tags Consistently

Every main (canonical) page should point to itself using a tag. Any duplicate or filtered version should point to that main URL. This consolidates ranking signals and prevents duplicate versions of the same product or page from competing in search results.

Prevent Duplicate Content from Multiple Collections

If a product appears in several collections, Shopify can generate multiple URLs for it. Set the canonical tag to the product’s root URL (not the collection version), and make sure internal links point to that canonical version. This avoids duplicate content and keeps all authority focused on one URL.

Prevent Duplicate Content from Tags & Collections

Shopify tag pages and collection overlaps can create duplicates. Use canonical tags and limit indexing of redundant pages to avoid content cannibalization.

Control Filter / Facet URLs

Shopify collections and filters can generate many URLs. Use canonical tags or noindex rules when needed so Google doesn’t index duplicate or low-value filtered pages.

Enable Breadcrumbs

Show breadcrumbs (like Home > Shoes > Running) to help both users and search engines understand page hierarchy and improve link structure.

Use One H1 per Page

Ensure each page has exactly one H1 tag (usually the product or collection title). Use H2/H3 for subheading structure to organize content.

Optimize URL Handles (Slugs)

Shopify lets you edit the URL handle (the tail part) for products and pages. Use concise, descriptive slugs (no random numbers) that reflect content (e.g. /blue-running-shoes).

Verify Rendering via URL Inspection

Use Search Console’s URL Inspection to see how Google renders your pages (especially with JavaScript). If essential parts are missing, consider server-side rendering or adjustments.

On-Page SEO (Products, Collections, Pages)

Fix Title Tags & Meta Descriptions

Every product, collection, and page should have a unique title (under ~60 characters) and meta description (under ~155). Include relevant keywords naturally.

Add Unique, Value-Rich Product Descriptions

Avoid manufacturer default descriptions. Write original text that highlights benefits, features, use cases, and includes target keywords naturally.

Optimize Images (File Size, Alt Text)

Compress images to balance quality and speed. Add alt text to each image that describes what’s shown (e.g. “red leather handbag”). Helps with SEO and accessibility.

Use Structured Data (Product Schema)

Include structured data like price, availability, and ratings so your products can show rich snippets in search. Validate using Google’s Rich Results tool.

Sync Structured Data with Merchant Center Feeds

Make sure your on-page Product schema (structured data) matches your Google Merchant Center feed for price, availability, and identifiers (like SKU or GTIN). Consistency helps Google trust your data and display accurate shopping info in results.

Link Blog Content to Key Collections and Products

When you publish blog posts, add natural links to related collections and top products. Internal links from content pages pass authority to sales pages and help search engines discover and prioritize them.

Use Internal Linking Strategically

Link from blog posts or related products/collections to drive users deeper and help search engines find important pages. Use meaningful anchor text (e.g. “view running shoes collection”).

Encourage Reviews & UGC

Allow product reviews and user-generated content (questions, comments). These add fresh, unique content and signals of trust to products.

Performance & Core Web Vitals

Improve Store Speed & Core Web Vitals

Measure site performance (LCP, CLS, INP) via PageSpeed Insights or Lighthouse. Reduce heavy scripts, lazy-load images, and limit third-party apps to boost speed.

Keep Shopify Apps from Slowing Down Core Web Vitals

Audit all installed apps regularly — unused or poorly optimized ones can add scripts that delay loading. Disable or remove what you don’t use, and defer non-essential scripts to improve Core Web Vitals (Google’s performance metrics for load speed and responsiveness).

Use a CDN / Regional Asset Delivery

Shopify uses a content delivery network (CDN) for static assets, but ensure large media (video, images) use edge servers, so users in different locations get fast access.

Mobile Optimization

Test Mobile Usability

Ensure your store is mobile-friendly with readable text, tappable buttons, and a responsive layout.

Local SEO

Optimize for Local SEO (If Applicable)

If you have a physical store or local customers, maintain your Google Business Profile, local listings, and local citations to get map visibility and local search traffic.

Content Marketing

Publish a Blog / Content Marketing

Use Shopify’s blog feature to publish SEO-driven articles that target long-tail keywords and attract organic traffic.

Off-Page SEO & Link Building

Promote Linkable Assets

Create guides, infographics, calculators, or unique research. Share them to attract backlinks which boost domain authority and referral traffic.

Convert Unlinked Mentions

Find blogs or articles that mention your brand but don’t link, and request a link. These are often quick wins in backlink acquisition.

Monitor Backlink Health & Profile

Use tools to review referring domains, anchor text diversity, and toxic links. Disavow or remove harmful links to protect your store’s SEO reputation.

Use Social & Partner Channels for Visibility

Share your content, inform collaborators, and tap influencers to increase visibility. Socials may not directly boost rankings but help content discovery and links.

Maintenance & Monitoring

Redirect Deleted / Moved Pages (301 Redirects)

When you delete or rename a product/page, set up a 301 redirect from the old URL to a relevant new one so you don’t lose link equity or create broken links.

Monitor and Fix 404 Errors

Use Search Console or Shopify reports to find pages returning “404 Not Found.” Redirect or restore them to preserve user experience and crawl value.

Track & Update via Search Console / Analytics

Regularly check for indexing issues, crawl errors, keyword trends, and performance drops. Use that data to refine your SEO strategy month by month.