Shopify SEO Guide

Optimize your online shop with Shopify SEO and secure your competitive advantage.

Table of Contents

Shopify SEO: How to Optimize the Shopify Store

Search engine optimization is not only important for companies that want to be found on the World Wide Web. It is just as important for online retailers to get as high up as possible in the search results. If a website is classified as high quality by the search engine, the high ranking leads to more traffic.

For an online retailer, more traffic usually means a lot of new customers. How can you use Shopify SEO to optimize the shop so that it can be found as high up in the search engine as possible, even though the development of search engines is constantly growing?

What is Shopify SEO?

Shopify is one of the largest e-commerce companies in the world. Small and medium-sized companies can use Shopify to open their own online shops and outsource their logistics. To be able to use the shop, one only has to log into the administration interface with the browser. All setting options are then available to the entrepreneur. Shopify is only available online in the cloud, which means that the software cannot be downloaded. This has the great advantage that as a company you don’t have to worry about the technology behind the shop. For a small monthly fee, Shopify takes over the very complex technology behind the online shop.

SEO is short for search engine optimization. It helps a website to land as high as possible in the search engine ranking. Search engine optimization is extremely dynamic because every search engine is constantly evolving. Only the search engine itself knows the exact criteria that a website must meet to rank well. Meanwhile, some factors are known that one should adhere to, to be as far ahead as possible in the Google ranking. The e-commerce company Shopify provides some essential SEO tools to help achieve the goal of wide reach. Many companies do not even know how to use these SEO tools to generate a high reach.

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Why is Shopify SEO useful?

To achieve a certain relevance for search engines, one should build on the fact that a website contains good content. Useful content must be provided with valuable keywords that are frequently entered by users in the search engine. However, the website cannot just randomly list any keywords next to each other; the keywords must match the content of the website.

The targeted coverage of keywords that are not related to the text can be warned by the search engine. In the worst case, the search engine can completely remove the Shopify shop from the ranking. For this reason, you should give your online shop a certain strategy.

Product descriptions, the detailed company description, and possibly blogs should contain keywords that are as relevant as possible

Which keywords are relevant for the online shop?

Keywords, or search terms, are words that are entered into the search engine by users when they are looking for something specific. As an online shop operator, searching for a specific keyword usually means potential customers. It would be perfect if the users became aware of the online shop through a search and were interested in the products on offer. To win potential new customers, one should therefore know the needs of the existing customers.

There are free tools and tricks to help you find the perfect keywords. The most popular tool is probably the Google Keyword Planner because it offers the company the opportunity to search for suitable keywords and to get an overview of the search volume.

Determine the page title in Shopify

Once you have found the right keywords, you should now insert them into the content of the Shopify shop. In the Shopify SEO area, you will find five fields that should contain the most important keywords.

The keyword should appear in the page title, in the meta description, in h1 tags, in ALT tags, and also in the page content to get a good place in the ranking. The page title is extremely important for Shopify SEO because it appears as a link in the search engines that takes the user directly to the page.

The search engine pulls the content from the page title to be able to classify the usefulness of the online shop. It is therefore extremely important that the page title contains a relevant search term. In addition, the page title should not be longer than 70 characters, the brand of the online shop must be recognizable and the page title must be easy to read overall. The user should be addressed by the page title so that he ultimately clicks on the link and becomes aware of the shop’s products.

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What should the meta description look like in Shopify?

The meta description can be found under the page title. This text is also displayed in a search engine, which is intended to encourage users to act. The meta description can be given for each page and each blog post. For this reason, the meta description must be unique.

Google decides individually how many characters of the meta description are displayed. Currently, the description should not be longer than 156 characters, otherwise, Google will leave out some characters. The meta description should contain a clear and direct request to the user.

With the help of the call-to-action request, the potential customers should be guided to the online shop. In Shopify SEO you can easily adjust your meta description.

Shopify SEO and Tags

If you want to convince with your content, you should also attach great importance to a unique headline. Whether pages, product descriptions, or blog posts, every content in the online shop should have a captivating heading.

The headline should of course also contain a relevant keyword that is tailored to the business of the online shop. If you include a suitable keyword in the headline, the probability is higher that users will reach the Shopify shop via the search engine.

But not only headings should be chosen appropriately, but the images must also be provided with ALT attributes so that they can be found more easily in the search engine. Images and videos are extremely important for the content of a website, but only if the search engine can assign the individual images.

Accordingly, all images should be labeled with ALT tags so that the search engine can assign the images to the content. The probability that the images in the online shop will be found increases enormously through the use of ALT tags.

More SEO measures in Shopify

The more content you publish in the Shopify shop, the greater the likelihood that search engines will display the online shop in the ranking when a certain keyword is entered. It is important, however, that no content may simply be copied.

Above all, the manufacturer’s product descriptions must not simply be transferred to their own online shop. If you take over the contents of the manufacturer, then thousands of other shops may have simply copied the descriptions as well. Copied content is classified as dubious by a search engine, which can lead to a website being warned by the search engine.

However, the Shopify SEO basics are not the only way to improve your online shop in the search engine ranking. The measures for off-page optimization can also be used to generate more traffic. The backlinks are one of the off-page measures. Backlinks are links that point to your own from another website. Search engines see backlinks as serious and give them a lot of trust.

If the search engine classifies the Shopify shop as reputable, then the probability is very high that you will appear high in the ranking. Shopify ads can also be placed so that the online shop generates more traffic.

If the search engine classifies the Shopify shop as reputable, then the probability is very high that you will appear high in the ranking. Shopify ads can also be placed so that the online shop generates more traffic. If the search engine classifies the Shopify shop as reputable, then the probability is very high that you will appear high in the ranking. Shopify ads can also be placed so that the online shop generates more traffic.

Shopify advertising can be placed on all social networks. Of course, you should think about the choice of products in advance. It would make sense to showcase the best-selling product so that as many users as possible click on the linked product.

Shopify ads can also be displayed directly on Google, which means that the online shop is fixed directly on the first page. The online shop then catches the user’s eye directly. All advertisements are chargeable, they are billed directly via the respective platform. The important thing, however, is that all ads must incorporate Facebook’s advertising guidelines.

Shopify has a kit dashboard for ads. You can customize the displays using the kit dashboard. Ad text templates make it easy to create an ad. You can decide whether the text templates should be activated or deactivated. Then all that remains to be decided is the advertising budget and the duration of the advertisement. The duration of an advertisement depends on the budget.

Further SEO measures to increase the ranking can be anchor texts and sitemaps. Behind an anchor text is the link that leads to your online shop. An anchor text shouldn’t challenge a call-to-action. The search engine could then think that the anchor text “click me” is also the search term for the website.

Shopify itself uses the anchor text e-commerce platform or online shop, for example. Sitemaps represent the online shop in a structured form, so that search engines can read the shop’s data better. With Shopify SEO, the sitemap is created automatically, so you don’t have to worry about anything. To see the sitemap, all you have to do is enter the name of the online shop and /sitemap.xml in the browser line.

If you follow all of the Shopify SEO measures, then you are in a very good position in terms of SEO. However, to achieve a good ranking in the search engine at some point, you have to work on it regularly.

These SEO mistakes should be avoided in the Shopify shop

However, Shopify SEO can also bring with it SEO mistakes. Search engine optimization can secure a good ranking for the online shop, but too much of it can cost the entrepreneur a lot of money.

Too many SEO improvements can even result in damage to the Shopify store. In the past, it was still possible to outsmart the search engines with so-called keyword stuffing, so that one was better placed in the ranking. These methods can no longer be used today. Since the latest Google update, Panda has been relentlessly sorted out and excluded from the index via optimized online shops and websites.

Most companies think that SEO, quantity, and technical SEO are more important than the target audience, quality, and content strategy. As a longtime SEO expert, you shouldn’t rank for keywords that have no meaning for the online shop.

To advertise a product, you shouldn’t just write about the product itself, because the target audience usually seems to have completely different interests. In this case, a blog on the online shop could be useful, in which various topics are explained.

With the blog, customers have the opportunity to find out more about a product beforehand and then buy it directly in the next step. However, opening a blog next to the online shop does not mean that you should write about every topic. There should be a connection to the products in the online shop in any case.

Too many different search terms can lead to the search engine being distracted from the relevant content and downgrading the online shop in the ranking. It is therefore important

Internal links should always be built into an online shop. However, it must be ensured that the internal links do not only consist of keywords. If the search term and the URL contain the same words, then the search engine can regard it as an attempt at deception. This principle also applies to anchor texts that only contain keywords.

Internal links should be used sensibly and given a suitable anchor text. However, if the anchor text matches the description in the URL, this does not immediately mean a warning from Google. The balance is crucial.

If you use this method more often, then Google will rate the entire link profile as dubious. It is much more pleasant to put the anchor title in a natural sentence. Incidentally, the proper name of the website may be used as anchor text, this procedure will not be warned. The Search Console can be used to get an overview of the anchor texts.

An optimized URL can damage the online shop because you should never determine the URL according to the keywords. The company’s brand name should be in the foreground in a URL. In addition, inferior keywords can leave a negative impression on users. The search engines are also not impressed by keywords in the URL.

There are many websites whose URL contains a separate company name and which still landed in a good place in the ranking. The reason for the high ranking is the high quality content and not the search term in the URL.

In many online shops, the internal links only lead to the start page and the main pages. Individual products or articles are rarely linked directly. However, the simple link to the home page greatly weakens the link profile of the online shop. A well-crafted content marketing campaign brings in deep internal links. If the visitors like the products of the online shop, then they will link these products. These specific links add value to the link profile. Therefore, as a website operator, you should rather rely on high-quality links.

Shady pages should be avoided in any case. If you link to a dubious page in your online shop, the search engine often evaluates this link as spam. The consequence of this link is the downgrading in the ranking. Such links can be created quickly through so-called cooperations.

If a website operator offers money for a link setting, one should be careful, because it is not for nothing that these website operators want to pay money for their links. Accordingly, one must first question every request regarding a link setting. Correct content marketing is particularly important so that the online shop gets more traffic.

Technical SEO should accordingly be replaced by a sustainable variant. A technical over-optimization also includes, for example, several H1 headings.

Many SEO experts do not know that an H1 heading is completely sufficient. You believe that a good SEO strategy requires the use of several H1 headings.

However, using multiple H1 headings is a clear case of over-optimization. It is perfectly sufficient if H2, H3, or even H4 headings are used. The formatting is of course possible with Shopify SEO and should be used by every website operator.

The best Shopify apps for a better ranking

Using Shopify SEO has many advantages for your online shop. The platform has a large app store that offers all kinds of apps with which you can optimize your Shopify shop. There are a few must-have Shopify apps that can help with search engine optimization.

Many apps even offer a free version so you can try them out before you buy. The SEO plug-in is important for Shopify SEO. Most customers get to the online shop via the search engine. That is why ranking within the search engine plays a very important role in the success of a company. About 35% of all online purchases start with a Google search.

If the online shop does not appear in the search engine, it may lose sales. The Plug-In SEO app only focuses on search engine optimization and checks whether the online shop has SEO problems. The app checks the page titles, headings, meta descriptions, and many other factors. Even small changes can affect the ranking in the search engine.

The Sumo and Omnisend apps relate to email marketing activities. Email marketing also plays a huge role in Shopify SEO. Communication via email is unlikely to change much in the next few years. For this reason, one should not forget to send e-mails when planning marketing activities.

The Sumo app helps the shop operator to compose e-mails and to set up the e-mail distribution list quickly. The app can be integrated with most email service providers. The Omnisend app is more likely to help convert existing subscribers into loyal customers. This app is capable of making the company grow.

With the help of the PushOwl app, customers can be informed when the shop has news to offer. Do the e-mails always end up in the spam folder? Are some of the emails not being heard?

Then it is time to choose a new communication channel. Push notifications can inform all customers promptly and automatically. It does not matter which device the customers use, because the push notifications can be displayed on the smartphone, tablet, laptop, or computer. Customers should be regularly informed of ongoing promotions, abandoned carts, price changes, and shipping information.

To save costs, it can be worthwhile to motivate existing customers. The app can be used at Shopify SEO to reward loyal customers. The app introduces a bonus program for the online shop. Reward programs with loyalty points, customer recommendations, and VIP levels can be easily created and managed using the app.

The Shopify Yotpo Reviews app, on the other hand, collects all product reviews, photos, and important questions to display them in its online shop. Personal opinions and ratings are very interesting for all customers. The reviews magically attract customers, build trust and increase interactivity.

With the Pre-Order Manager app, customers can pre-order new products in the online shop. Customers can still buy products that are not yet in the online shop. The settings for the pre-order manager can be easily made in the admin panel. With the Wishlist Plus app, you can save products for later. With this Shopify plug-in, the customer has a little more time to choose the right products. When the customer is ready to buy the item, he can easily find it in his wish list. There are of course many other great apps for the Shopify shop that help you optimize Shopify SEO to be as high as possible in the search engine ranking. It’s never been so easy

Sounds great?

Let us advise you!

Gain more customers, generate more sales, present yourself in a contemporary way and benefit from our know-how!

Rohin Dua

CEO And CO-Founder

Rohin Dua