We provide a complete package of on-page, off-page, and technical SEO for Shopify websites to help you rank better in search results.
With more than 18 years of experience, you can trust we understand how to properly manage your Shopify search engine optimization.
When managing a Shopify SEO campaign, we will go over technical, on-page, and off-page search engine optimization factors. These three types of SEO services will help improve your ecommerce platform, website content, and backlink health, respectively.
Any quality Shopify SEO service will always include technical, on-page, and off-page optimization.
When discussing search engine optimization, any improvement made to your Shopify storefront with the intention of increasing search ranking will fit within one of three categories: technical, on-page, or off-page. These are industry-recognized categories of search engine optimization, so it is valuable to understand each of them to better understand what your Shopify SEO team is working on.
Most technical SEO improvements in Shopify require the assistance of an ecommerce developer familiar with the Shopify platform.
Here are some common aspects of technical SEO services for Shopify:
As a full-service digital agency specializing in Shopify, we have our own in-house team of ecommerce developers and digital marketers who work together to complete any necessary technical SEO improvements to your Shopify ecommerce website.
Most on-page SEO improvements in Shopify require the assistance of SEO content writers. While having a passion for content writing is helpful, much more is required to writing beneficial web copy and product descriptions. For instance, when building out effective product descriptions or website content you must understand the concepts of content silos, latent semantic indexing, keyword research, gap analysis, competitive metrics, and much more!
Here are some common aspects of on-page Shopify SEO services:
As you can see from those examples, the process of on-page search engine optimization for Shopify is more involved than writing a few paragraphs and tweaking some meta descriptions. You must approach on-page Shopify SEO in an organized manner.
For instance, the on-page optimization process we follow starts with a thorough review of your Shopify store to determine your starting point. From there, we compare your ecommerce website to other competitors to better understand what gaps you have in content writing and search rankings. This allows us to assemble a list of suggestions based on what will provide the fastest return on investment.
You really must pay attention to the return on investment when working through on-page Shopify search engine optimization. For instance, writing quality meta descriptions is often an overvalued service within on-page Shopify SEO. We often work on Shopify SEO projects with hundreds of categories and thousands of product pages. It simply isn't economical to write a high-quality meta description for thousands of store pages because you'd be looking at potentially spending hundreds of hours of billable time that would never see an appropriate return on investment. When managing your Shopify SEO services, we'll keep the concept of ROI in mind and provide suggestions that will benefit your bottom line.
The most overlooked aspects of search engine optimization for Shopify stores are off-page ranking factors. When discussing off-page SEO for Shopify, we are referring to how your ecommerce store is perceived by search engines based on the quality of your backlink profile.
Your backlink profile is simply the collection of websites and web pages that link back to your Shopify ecommerce website. It is important to always maintain a healthy backlink profile for your Shopify store. You can work toward a healthy backlink profile by keeping the following link building concepts in mind:
To build out a backlink profile for your Shopify ecommerce website, you will want to choose white-hat SEO services that don't violate Google's terms of service. Here are some great ways to go about white-hat link building in a Shopify store:
If you are interested in being more aggressive with your link building, you can choose grey-hat to black-hat link building schemes which carry much more risk, even when implemented with caution. These include the following link building methods:
Most off-page Shopify SEO improvements require the assistance of highly skilled link builders and relationship managers.
When we get hired to perform technical, on-page, and off-page search engine optimization on Shopify storefronts it is often by local businesses running small ecommerce stores, or large corporations running enterprise ecommerce storefronts. Let's discuss how we help each of these types of ecommerce businesses improve their Shopify search rankings.
While less common than small business Shopify SEO, we are often approached to handle enterprise-level SEO campaigns for ecommerce storefronts. This is simply a search engine optimization service for a Shopify website with hundreds of highly-competitive target keywords, or thousands of product pages that need to be managed, or extremely complex and expensive link building requirements.
A perfect example of an enterprise-level Shopify SEO campaign would be our own website, if it were built in Shopify. We maintain a website with more than 10,000 web pages targeting incredibly competitive keywords with an extensive white-hat focused backlink profile building. This type of complexity takes months to years of effort, so don't look at an enterprise Shopify SEO campaign as something you turn on and off every few months as budgets or priorities shift.
There are some key differences to handling enterprise Shopify SEO campaigns. For instance, enterprise SEO for Shopify typically involves these services:
The average cost for enterprise SEO campaigns can range from $4,000 to $8,000 each month, based on the competitiveness of your industry, the depth of development work we'll be handling, and the extent of your link building requirements. For enterprises with highly aggressive link building requirements, it wouldn't be abnormal to see a monthly quote in the $10,000 to $20,000 range.
We are often tasked with helping Shopify ecommerce businesses increase their online sales by helping them show up higher in search results. We typically must go up against broad competitors such as Amazon, eBay, and Etsy when performing ecommerce SEO in Shopify, not to mention the major online stores within specific industries.
As previously mentioned, it is critical to keep ROI in mind while managing a search engine optimization campaign. If you have thousands of Shopify products, it simply doesn't make sense to have our SEO team be paid to improve product descriptions, meta descriptions, page titles and other on-site factors on every single page. You would never see a return on investment if you paid us for that work. We can provide you basic training so your own internal or external staff can perform those Shopify SEO services for you.
To start a Shopify SEO campaign, we'd go through all of our previously mentioned technical, on-page, and off-page SEO services. This includes ecommerce SEO services such as:
The average cost for Shopify SEO campaigns can range from $1,200 to $4,000 each month. This is based on the estimated competition, workload, product data, and backlink requirements for your Shopify website. The cost can increase if you have higher expectations or have a more aggressive link building plan.
To develop a professional Shopify SEO campaign for your ecommerce website we need to start with an in-depth review of your storefront, backlink profile, and competitors. This will help us understand the strengths and weaknesses of your store, which is critical to planning and prioritizing the next steps.
From there, we'll discuss with you our findings from the initial Shopify SEO audit and ask if you have any special requests. This type of collaboration is important because we want you to have the opportunity to ask questions and voice your opinion.
As we make progress on the Shopify SEO plan, we'll let you know of important milestones such as tasks that were completed or improvements in your rankings. This will allow you to follow along with the progress. When we get through all our one-off Shopify SEO improvements, we'll put together a new list and run it by you for approval. In the meantime, we'd be continuing with any recurring Shopify SEO services like content development and link building.
This process essentially repeats indefinitely, since there is almost always new content that can and should be added to your Shopify store, there are always new opportunities for improving your backlink profile, and there will always be competitors looking to take your position in search engine results pages (SERPs).
Please understand it is not a good idea to expect or anticipate drastic improvement to your Shopify search rankings within the first few months of an ecommerce SEO service. Instead, you should view a Shopify SEO service as a long-term investment.
We are not a cheap Shopify SEO service. If you are looking for someone to provide guarantees of #1 Shopify search placements, which Google tells you not to trust, then look elsewhere. We are a professional Shopify SEO service and are only interested in onboarding and helping those ecommerce businesses who understand results take time.
If you've been struggling to get the Shopify search rankings you need, it isn't because a special switch hasn't been flipped yet. Google has reviewed your entire website presence, your category / product pages, your backlink profile, and your website's history to determine where you should be placed in search results. The problem is they simply haven't been given what they need to value your Shopify store as a first-page search result.
It is important to know how to gauge success in the early stages of Shopify SEO. You shouldn't be looking at Google Analytics to see traffic improvements in the first few months of an SEO service for your Shopify website. The best indicator for early success in a Shopify SEO campaign is looking for changes in the Search Engine Results Pages, or SERPs.
We'll start by working to get your Shopify store into the top 100 results, or from page 8 to page 4, or possibly from page 2 to page 1. You won't find measurable traffic improvements in Google Analytics until you get into the first page of search results for your ecommerce keywords.
That said, we do encounter early success in some Shopify SEO projects and are able to get traffic improvements in the first couple of months. However, this shouldn't be expected and if it happens you should instead view it as good fortune.
Most Shopify SEO experts frequently change their strategies and tactics based on what they are seeing in SERPs. This isn't a sign that your Shopify SEO agency doesn't know what they are doing. In fact, Google frequently changes their ranking algorithms to provide better quality results and counteract trending ecommerce SEO strategies.
You should view changes in Shopify SEO tactics, or the game plan, as a sign that your search team is proactive in managing your campaign. We often read case studies and forum topics to discover new Shopify SEO tactics, but we also test new ideas out ourselves that we are curious about.
Alternatively, sometimes a shift in the Shopify SEO strategy is needed to simply try a new approach. If we've been working on getting a particular search phrase ranked and we haven't been successful, it might be time to start over or move onto a different keyword. Rather than continuing down a path that isn't providing your Shopify business a good SEO ROI, we'll communicate our findings and adjust as necessary.
Throughout the entire Shopify SEO service, you should feel like you're a valued member of the search ranking effort.
You should choose our expert Shopify SEO services because you feel confident we are the right team for your ecommerce business. Here are some of the reasons we suggest considering:
You are in complete control of your Shopify SEO budget. Answer a few simple questions about your business and our Shopify SEO cost calculator will show you how affordable our Shopify SEO packages can be for you. We are happy to work with any budget as long as expectations are realistic for how much can be accomplished each month. You can always modify the budget for your Shopify SEO campaign. This Shopify SEO calculator helps you understand the factors involved in calculating an estimate for your Shopify SEO services.
Shopify SEO services typically focus on search engine optimization for Shopify websites, which may include SEO services specific to the Shopify platform. Despite the fact that a Shopify store offers some useful SEO features such as a blog and the ability to create 301 redirects, it can also introduce issues such as duplicate content that could affect rankings. The following are some of the most common Shopify SEO recommendations:
When it comes to SEO, duplicate content is one of the most pressing issues Shopify has created. When two URLs contain the same or similar content, it is considered duplicate content. The problem is that search engines might not be able to determine which of the two pages should be considered the canonical version. In addition, many times link signals are split between pages.
The following are some examples of how Shopify creates duplicate content:
This problem is created by Shopify within their product pages. Shopify stores can render their /products/ pages at two separate URL paths by default:
Shopify addresses this issue by ensuring that all collections/.*/products/ pages contain a canonical link to the corresponding products/ page. Observe how the URL in the address differs from the "canonical" field.
While this certainly helps Google consolidate duplicate content, the internal linking structure presents a more alarming issue. Shopify will link to the non-canonical version of all of your product pages by default.
Furthermore, we have seen Shopify link to non-canonical versions of URLs when websites utilize "swatch" internal links that point to other color variants.
As a result, Shopify builds your entire site architecture around non-canonical links by default. This creates a high-priority search engine optimization problem, since the website is sending Google conflicting signals:
However, the URLs that we link to most often do not correspond to those we wish to rank in Google.
In general, canonical tags are respected, but Google treats them as hints rather than directives. This means that you're relying on Google to make a judgement about whether or not a page is duplicated each time it crawls it. It is better not to leave this up to chance, especially when dealing with content at scale.
Fortunately, there is a relatively easy fix for this that requires adjusting the product.grid-item.liquid file.
Several Shopify sites have also been observed to duplicate content due to the site's pagination. More specifically, the first collection page of a particular series is duplicated. Once you are on a paginated URL in a series, the link to the first page will contain "?page=1"
However, this will almost always result in a duplicate page. A URL with "?page=1" will almost always contain the same content as the non-parameterized URL unless additional actions are taken. This again can be remedied through a modification to the liquid files.
It is Shopify's default setting to generate a robots.txt file for your store with a number of prewritten "Disallow" commands. In most cases, Shopify's default robots.txt rules are sufficient for most store owners.
The following areas of the website will not be crawled by Shopify:
It is possible, however, that you may need to adjust the robots.txt file as Shopify stores become larger and more customized. The good news is that Shopify now offers the ability to update the robots.txt file as of June 2021.
The store owner must create a robots.txt.liquid file and then create custom rules to specify any changes in the Shopify robots.txt file.
The following steps can be followed by store owners to create a robots.txt.liquid file:
This should create the Shopify robots.txt.liquid file. By adding liquid code to your robots.txt.liquid file, you can then add rules. It is not difficult to add this code, and Shopify does a good job of explaining how to do it in their official documentation. These steps should allow you to have much greater control over which URLs are crawled by Shopify.
Shopify automatically generates a sitemap.xml index file at the URL path "domain.com/sitemap.xml". Accordingly, Shopify's sitemap.xml index file will automatically link to child sitemaps containing URLs of the following page types:
The sitemap.xml file will be dynamically updated as new pages are added or removed from the site. In general, the Shopify sitemap.xml is ready to use out of the box and does not require any modifications.
It is important to be aware that Shopify will include any published pages in the sitemap.xml file. The major problem we see is the inclusion of pages that are published but no longer linked to on the site in the sitemap.xml file. The purpose of crawling your sitemap.xml is to identify instances of published pages that are included in the sitemap but are not important for search engines to crawl.
The Shopify platform allows you to use redirects out-of-the-box, which is terrific. It can be used to consolidate old/expired pages or any other content that no longer exists. You may do so by visiting the following location in the Shopify admin area:
It is important to remember that you will need to delete a page before you can implement a redirect on Shopify. As a result, you must be certain that you will not be using the page in the future.
To import redirects in bulk, we recommend Matrixify.
In general, Shopify does a good job with structured data. Many Shopify themes include "Product" markup, which provides Google with key information about your product, such as its name, description, price, etc. Most themes take care of this for you, since structured data is probably the most important element of any e-commerce site.
It would be beneficial for Shopify sites to add structured data to collections pages as well. To accomplish this, it is necessary to add the Product structured data to each individual product link in the product listing page.
In addition, if you plan to use Shopify's blog functionality, you should use the "Article" structured data type. This is a great schema type that tells Google that your blog content is editorial in nature. Of all informational content schema, "Article" seems to be the one that Google may prefer since it is mentioned in their official documentation. The "BlogPosting" schema is also a type of structured data that can be added to your Shopify blog.
We regularly add breadcrumb internal links with BreadcrumbList structured data to Shopify sites. Having breadcrumbs on an e-commerce website is vital, since they provide users with easy-to-use internal links that indicate where they are within a site's hierarchy. These breadcrumbs can also assist Google in understanding how the website is structured. In general, we recommend adding site breadcrumbs to Shopify sites and marking them up with BreadcrumbList structured data in order to assist Google in understanding those internal links.
Having a developer on hand can be helpful if you wish to implement structured data. This will ensure that your site will always have these schema elements.
If your development resources are limited, we recommend Schema App Total Schema Markup. Structured data types, such as Product and BlogPosting schema, will be incorporated on the appropriate webpages of the site. Additionally, OfferCatalog schema will be added to every product within a category page.
We hear a lot of complaints about Shopify's slow loading times. However, in comparison with other e-commerce platforms, Shopify performs quite well. As a default feature, Shopify uses the Fastly CDN and leverages browser caching, which gives you a solid performance foundation.
Below are the things we will generally advise our clients to do in order to improve performance:
When searching for the most experienced SEO experts, it is important to review each SEO agency for communication, availability, past results and client satisfaction. This will help ensure proper expectations are set from the beginning of the project, which will give you the most experienced chance for long-term SEO success. You will find WebCitz to be one of the highest rated SEO providers in the USA!
Check out how we've been able to help companies implement white-hat SEO strategies.
When looking for the best SEO experts in the United States, it is important to review each SEO agency for communication, availability, past results and client satisfaction. This will help ensure proper expectations are set from the beginning of the project, which will give you the best chance for long-term SEO success. You will find WebCitz to be one of the highest rated SEO providers in the USA! Check out how we've been able to help companies throughout the United States implement white-hat SEO strategies.