Shopify is a good platform for SEO out of the box, which is both good news and a trap: store owners either assume everything is done, or buy apps to fix things that aren’t broken. Here’s the split.
What Shopify already handles
| Item | What Shopify does |
|---|---|
| Sitemap | Generated automatically at /sitemap.xml, covering products, primary product images, pages, collections and blog posts. Updated as you add content. |
| robots.txt | A default file Shopify describes as optimal for SEO. It blocks cart, checkout, account and admin pages, plus filtered and sorted collection URLs that duplicate content. |
| Canonical tags | Themes include canonical tags so duplicate paths to the same product point to one URL. |
| Structured data | Current Shopify-supported themes and Theme Store themes include product structured data (price, availability, reviews where present) by default. |
| HTTPS and mobile | SSL certificates and responsive themes are standard. |
You can customise robots.txt through a robots.txt.liquid template, but Shopify recommends doing so only with expertise. The default works for most stores.
What you need to do
1. Titles and meta descriptions
For your homepage, collections, top products and pages, write a unique title and description (Shopify admin → each item → “Search engine listing”).
- Title: Shopify suggests keeping it to about 60 characters. Put the main term first: “Women’s Abayas: Linen, Crepe & Everyday Styles | Brand”.
- Description: up to about 160 characters, a plain summary that earns the click.
- If left blank, Shopify generates them from the product title and shop name. That’s fine for long-tail products, not for your main collections.
2. Collections built around how customers search
Collection pages often rank better than individual products, because they match broader searches (“linen abayas”, “kids’ football boots”).
- Create collections for real search demand, not only for your internal categories.
- Add a short, useful introduction (sizes, materials, how to choose) above or below the product grid.
- Link important collections from the main navigation.
3. Original product content
- Don’t paste the manufacturer’s description. Shopify notes it’s likely used on other sites already.
- Answer the questions people ask before buying: size and fit, material, care, delivery time to UAE emirates, returns.
- Use clear, compressed images with descriptive alt text.
- Product reviews on the page help shoppers, and themes can include them in structured data.
See the product page checklist for the conversion side.
4. Speed
Themes and apps decide most of your speed:
- Remove apps you don’t use. Many add scripts to every page, and some leave code in the theme after you uninstall them, so check the theme code.
- Compress images before upload, and avoid huge sliders.
- Test top templates (home, collection, product) in PageSpeed Insights.
5. Redirects when things change
When you delete a product, change a handle (URL) or merge collections, add a URL redirect (Shopify admin → Content or Online Store → Navigation → URL redirects, depending on admin version). Shopify can create one automatically when you change a handle if you tick the option. Redirect discontinued products to the closest collection or replacement, not the homepage.
6. Languages and markets
If you sell in English and Arabic, use Shopify’s built-in languages (Shopify Markets / Translate & Adapt or a translation app that creates real translated URLs). Shopify adds languages to your sitemap automatically. Machine-translated Arabic without review reads badly to customers. Have it checked.
Submit and monitor
- Verify your store in Google Search Console (DNS verification covers all versions; Shopify’s guide uses the HTML tag method in
theme.liquid). - Submit
/sitemap.xml. - Check the Pages report monthly. “Indexed, though blocked by robots.txt” for cart or filter URLs is normal, per Shopify’s help.
- Track search clicks by page for your top collections.
What to ignore
- “SEO score” apps that flag missing keywords on every page. They measure checklists, not rankings.
- Keyword-stuffed alt text and descriptions.
- Hundreds of tag pages created to “rank for more keywords”. They create thin, duplicate pages.
- Paid link packages. Against Google’s spam policies.
Frequently asked questions
Do we need an SEO app?
Usually not for the basics. Some apps help with bulk editing titles and alt text, or with structured data for features your theme lacks. Check what your theme already outputs first.
Why does Google show a different title than ours?
Google can rewrite titles and descriptions based on page content. Check the page source shows yours. If it does, that’s Google’s choice.
Should we start a blog?
If you can publish genuinely useful content your customers search for (how-to, care, buying guides), yes. Link articles to the relevant collections.
If you’d like help setting up or reviewing your Shopify store’s SEO, that’s part of our online store service.
Free download · Excel checklist
Shopify SEO checklist
Store-level settings, collection and product page checks, and a page-by-page sheet for titles, descriptions and content gaps on your top collections and products.
Download itNo sign-up. Opens in Excel, Google Sheets or Numbers.
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