Shopify SEO
Make your Shopify store rank — despite the platform's limits.
Shopify is a great platform to sell on, but it has some built-in SEO limitations that many stores run headfirst into. As a Danish SEO specialist I work with Shopify's strengths and around its weaknesses, so your collections and product pages capture organic revenue without you having to switch platform.
Collection pages that rank
Collections are Shopify's answer to category pages and your most important commercial SEO surface. I optimise structure, content, internal links and tag handling so they rank on the searches that actually drive sales.
Product pages and structured data
I optimise product titles, descriptions and Product/Offer schema so your products are both understood by Google and shown with rich results in the search results.
Technical Shopify traps
Duplicate URLs from tags and variants, the forced /collections/ structure and app bloat are classic Shopify problems. I clean them up so crawl budget and link equity are spent right.
Shopify is built to make selling easy — not necessarily to rank. The platform forces a specific URL structure, creates duplicates via tags and product variants, and tempts you with apps that often do more harm than good to speed. Know the traps, though, and a Shopify store can rank just as strongly as any other platform.
I work systematically with the surfaces that actually drive sales: collection pages as your primary commercial entry, product pages with correct structured data, and an internal link structure that guides both users and Google toward the right pages. Alongside, I clean up the technical mess the platform creates on its own.
Collection pages are Shopify's biggest untapped SEO asset. Most shops treat them like simple product lists — but with the right intro copy, correct internal linking and sensible product ordering, they can rank for the commercial short-tail searches where customers arrive with intent to buy. I build collection pages as standalone landing pages with SEO-optimised content, not just as filtered views of the catalogue.
Product pages on Shopify have a pitfall many store owners don't know about: the platform automatically generates canonical URLs that can hide your product variants from Google. I configure canonical handling correctly, make sure Product and Offer schema are implemented in the theme (not via an app), and build a system where product descriptions scale intelligently instead of being empty copy-paste from the supplier.
App bloat is the most common speed killer on Shopify. Every app adds JavaScript, CSS and external calls, and most shops have 5-15 apps running, of which 3-5 are actively harmful to Core Web Vitals. I go through the app portfolio critically: what delivers real business value, what can be consolidated, and what can be removed entirely or moved into theme code?
URL structure is a trap Shopify doesn't fully let you solve — /collections/, /products/ and /pages/ are all locked prefixes. But internal linking can compensate a long way. I build a well-thought-out navigation and cross-reference pattern, so authority flows to the right collection and product pages instead of being scattered across help pages, blog and account areas.
Finally, there's something special about Shopify Plus. Access to Liquid, checkout.liquid, custom apps and enterprise features opens up far more advanced SEO work: structured data directly in the theme, custom robots.txt, sophisticated A/B tests and a real-time connection between inventory and indexing. I always adapt the effort to what your specific Shopify tier makes possible.
How I work
Technical Shopify audit
I map duplicates, indexing issues and app bloat holding the store down.
Collection strategy
The key collections are optimised for the commercial searches that drive sales.
Product and schema setup
Product titles, descriptions and Product/Offer schema are set up correctly in the theme.
Measurement and scaling
I track rankings and scale templates across the rest of the catalogue.
- Collection and product page optimisation
- Product/Offer/Review structured data
- Handling tag and variant duplicates
- Internal link structure and menu architecture
- SEO-friendly app and theme review
- Technical Shopify audit and action plan
Common Shopify SEO traps and fixes
| Trap | Problem | Fix |
|---|---|---|
| Tag pages | Duplicate content | Noindex or canonical |
| /collections/ structure | Long URLs | Optimised internal linking |
| Too many apps | Slow store | Audit and cleanup |
| Product variants | URL duplicates | Correct canonical setup |
Frequently asked questions
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