Shopify SEO Consultant
Intro
Shopify makes launching a store straightforward. It also imposes constraints that generic SEO advice ignores completely — URL structures you can’t fully control, collection and filter pages that duplicate themselves, and a theme system where changes often mean editing Liquid rather than clicking a setting.
Advice written for a custom-built site frequently doesn’t apply. Shopify SEO is largely about working effectively within the platform’s limits, and knowing which limits are real versus which are just defaults nobody changed.
What usually goes wrong
Duplicate collection and product URLs Shopify serves the same product at multiple URLs depending on how you reach it. Without correct canonicals, you’re competing against yourself.
Filter and tag pages Faceted navigation generates near-infinite URL combinations. Left unmanaged, Google wastes crawl budget on filtered variants instead of the pages that matter.
App bloat Every app injects scripts. Ten apps means ten sets of JavaScript on every page load, including apps you installed once and forgot.
Thin product descriptions Manufacturer-supplied copy appears identically across hundreds of stores. Google has no reason to prefer yours.
Collection pages treated as afterthoughts Collection pages usually target higher-volume commercial keywords than individual products, and most stores leave them as a title and a grid.
Theme-level technical issues Heading hierarchy, image handling and schema output all live in Liquid templates. Fixing them means editing theme code.
What I do
Technical audit specific to Shopify’s architecture
Collection structure and internal linking — usually the biggest untapped opportunity
Product page optimisation, including structured data
App stack review: what’s earning its place, what’s costing you speed
Liquid-level fixes where the theme is the problem
Migration SEO, moving to or from Shopify without losing rankings
FAQs
Does Shopify hurt SEO compared to a custom site? Not fundamentally. Plenty of Shopify stores rank extremely well. There are constraints — URL structure especially — but they’re workable, and Shopify’s speed and reliability offset them.
Which Shopify SEO apps are worth using? Fewer than you’d think. Most do things achievable through proper theme configuration, while adding scripts that slow the store down. I’d rather review your existing stack and remove what isn’t earning its place.
Can you improve my SEO without changing my theme? A good deal, yes — content, collections, metadata and app configuration are all independent of theme code. But some fixes genuinely need Liquid edits. I’ll always tell you which is which.
Should I write my own product descriptions? Wherever practical, yes. Manufacturer copy appearing on fifty other stores gives Google no reason to rank yours. Prioritise the products that actually sell rather than rewriting everything.
Do I need blog content for a Shopify store? Sometimes. It works where customers research before buying. If people search for your product directly and buy, content investment is usually better spent on collection pages.
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store back?
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