Search engines account for a huge share of online traffic. If you're running a Shopify store and relying only on paid ads or social media, you're missing long-term opportunities for growth. Strong SEO makes your products more discoverable, builds customer trust, and keeps acquisition costs down.

Here’s how to build a strong SEO foundation on Shopify that drives sustainable traffic and conversions.

1. Get Your Site Structure Right

A well-organised site structure is essential for both user experience and search engine visibility. It helps Google understand your content and makes it easier for shoppers to find what they need.

Start by linking your homepage to key product collections, then link each collection to the relevant products. Keep things simple and intuitive—avoid burying pages too deep within your site. All major pages (like collections, products, blog posts, and contact information) should be accessible within three clicks from the homepage.

Use clear, keyword-rich names for collections and keep your URLs clean and readable. For example, use “/collections/running-shoes” instead of long or cryptic URL strings.

2. Optimise Product and Collection Pages

Your product and collection pages are where conversions happen—and where SEO can make a big impact.

Focus on:

• Page Titles: Include your primary keyword, product name, and brand.

• Meta Descriptions: Write compelling, 160-character descriptions that encourage clicks.

• Headings (H1s): Use one clear, descriptive H1 per page.

• Image Alt Text: Describe your images accurately to support SEO and accessibility.

• Internal Links: Link to related products, blog content, or support pages where relevant.

Good on-page optimisation not only helps you rank, but also builds buyer confidence.

3. Improve Site Speed

Site speed affects both rankings and user experience. Shopify themes can sometimes load unnecessary features or apps, which slow down your store.

Quick wins:

• Remove unused or heavy apps

• Compress images (use WebP format when possible)

• Enable lazy loading for media

• Minimise custom code and avoid autoplay videos above the fold

Use tools like Google PageSpeed Insights or GTmetrix to monitor and improve load times.

4. Use Blog Content to Capture Long-Tail Traffic

Blogging isn’t just for storytelling—it’s a powerful SEO tool. Target long-tail keywords and answer specific customer questions.

Ideas to start with:

• Product comparisons (e.g. "Best trail shoes for beginners")

• How-to guides and styling tips

• FAQs and care instructions

• Seasonal or trend-based content

Make each post useful, well-formatted, and focused on one or two main keywords.

5. Choose Shopify SEO Apps Wisely

Not all SEO apps are created equal. Some help streamline your setup, while others can slow things down. Focus on apps that add structured data, automate image alt text, or support your keyword strategy.

Recommended apps:

• Search & Discovery (Shopify): Improves internal navigation

• JSON-LD for SEO: Adds schema markup to product pages

• Plug In SEO: Basic checks for titles, descriptions, and broken links

Avoid overly bloated apps that offer too many features in one package.

6. Track and Measure SEO Performance

You can’t improve what you don’t track. Set up the right tools to monitor your rankings, clicks, and conversion rates.

Tools to use:

• Google Search Console: See which keywords drive traffic

• Google Analytics 4: Track bounce rate, user flow, and conversions

• Shopify Analytics: Review sales performance and traffic sources

• Ahrefs or SEMrush: For deeper keyword and competitor insights

Set benchmarks, track changes, and look for new optimisation opportunities over time.

Want Help with Your Shopify SEO?

At New Site Agency, we help ambitious Shopify stores grow through smart SEO, fast-loading sites, and content strategies that actually convert.

Request a Free Website Audit
Or email us at hello@newsiteagency.com

Let’s turn your store into a search magnet.