Shopify SEO: a step-by-step guide

Last updated 12 October 2026 · By the XKey team

What does Shopify do for you, and what can't you change?

Shopify gives you fast hosting, the secure https:// address, a sitemap and, in most themes, product markup so Google can show prices and stock in results.

You can't change the fixed parts of page addresses (/products/, /collections/, /pages/). That's fine – Google doesn't mind. Products shown inside collections get extra addresses too, but Shopify's canonical tags point Google at the main one.

Which fixes matter most, and where are they?

Work down this list in order. Each step says exactly where the setting is in Shopify. Run the free SEO check on your home page first: the report spots that your site runs on Shopify and shows these steps under anything that needs fixing.

1. Make sure Google is allowed to index your pages. Online Store → Preferences: remove the store password so Google can see the shop.
2. Use the secure https:// address. Shopify adds SSL for you. Settings → Domains shows its status – it can take up to 48 hours after connecting a domain.
3. Write a title for every page. Open the product, collection or page, scroll to “Search engine listing” and click Edit. For the home page: Online Store → Preferences.
4. Write a description for every page. Open the product, collection or page, scroll to “Search engine listing” and click Edit. For the home page: Online Store → Preferences.
5. Give each page one main heading. Most themes use the product or page title as the H1. If there's a second H1, check the sections added in Online Store → Themes → Customize.
6. Describe your images. Products → open the product → click an image → Add alt text.
7. Send Google your sitemap. Shopify makes /sitemap.xml for you. Submit it in Google Search Console.
8. Tell Google your business details. Paste our schema generator's code into theme.liquid (Online Store → Themes → ⋯ → Edit code), just before </head>.
9. Set how your pages look when shared. Online Store → Preferences: add a social sharing image.
10. Let AI search read your site. Online Store → Themes → ⋯ → Edit code → robots.txt.liquid: remove the rules blocking AI crawlers.

What are the most common Shopify mistakes?

• Copying the manufacturer's description – hundreds of shops have the same text. Write your own, even a short paragraph.
• Empty collection pages – add a few sentences at the top of each collection about what's in it and who it's for.
• Too many apps – every app adds code. Remove the ones you don't use, and check speed afterwards.
• Deleting sold-out products – keep the page if it's coming back; if not, redirect it to the closest product or collection. Shopify offers to create a redirect when you change a page's address – leave that ticked.

What should I do after the basics?

Add your sitemap to Google Search Console, then write a short guide for each main collection (sizes, how to choose, care tips). Those pages earn links far more easily than product pages – check yours with the backlink checker.

Frequently asked questions

Do I need a Shopify SEO app?

Not for the basics. Everything in this guide is built into Shopify. Apps can help with bulk editing on very large shops.

Can I remove /products/ from my URLs?

No, Shopify doesn't allow it, and it doesn't hurt your rankings.

Why is my Shopify store not on Google?

The most common reason is that the store password is still on (Online Store → Preferences). After that, submit your sitemap in Google Search Console.