When it comes to eCommerce, standing out in a crowded digital marketplace is vital, and SEO (Search Engine Optimization) is a powerful tool to help you do just that. Whether you’re a seasoned Shopify user or just starting out, optimising your store for SEO can significantly impact your visibility and, ultimately, your sales. In this guide, we'll explore key strategies to improve your Shopify store’s search rankings, offering practical tips that are both easy to implement and effective.

1. Start with Keyword Research

Keyword research is the cornerstone of effective SEO. To attract the right customers, it’s essential to know what terms they’re using to find products like yours. Start by using tools such as Google Keyword Planner, Ahrefs, or even a simple search suggestion on Google to identify popular keywords. For Shopify, focus on keywords that are product-specific. Long-tail keywords (“vegan leather handbags” instead of just “handbags”) are particularly effective because they reflect specific user intent, which means those visitors are more likely to convert.

For example, consider how Allbirds uses phrases like “sustainable running shoes” effectively to rank highly for environmentally conscious customers. Targeting such specific, niche keywords helps capture buyers at all stages of their shopping journey.

2. Optimise Your Product Pages

Your product pages are where conversions happen, so it’s crucial to make them SEO-friendly. Ensure that each product page includes:

• Unique Titles and Meta Descriptions: Write engaging titles and meta descriptions that include your primary keywords. Keep them under 60 characters for titles and 155 characters for meta descriptions to ensure they display properly in search results.

• Detailed Product Descriptions: Avoid generic descriptions. Instead, describe your products with detail and character—think about what makes your product unique and appealing. Include your main keyword naturally throughout.

• Images and Alt Text: Shopify makes it easy to upload high-quality images, but remember to optimise these images for SEO. Use descriptive file names and add alt text to each image, which helps with visibility in image search results.

An example worth noting is Gymshark, which uses visually appealing product pages packed with detailed descriptions, keywords, and high-quality images—a perfect balance between SEO optimisation and user engagement.

3. Improve Site Speed

Page load speed is crucial, not only for user experience but also for SEO. Search engines favour sites that load quickly, as it generally indicates a good user experience. Tools like Google PageSpeed Insights and GTmetrix can help you understand how well your site performs and identify opportunities to improve load times.

To boost your Shopify store's speed, consider:

• Optimising Images: Use tools like TinyPNG to compress images without compromising quality.

• Minimising Apps: Each app installed on Shopify adds additional code that can slow down your store. Remove any apps that are unnecessary.

Bliss skincare, improved its load speed by compressing images and reducing unnecessary scripts, resulting in faster page load times and a noticeable SEO improvement.

4. Optimise for Mobile

With the majority of users shopping on mobile, it’s vital that your Shopify store looks and works great on mobile devices. Shopify's themes are generally mobile-responsive, but you should always double-check your store using tools like Google’s Mobile-Friendly Test to make sure every page is optimised.

Brands like Hiut Denim are a great example of mobile optimisation. Their site loads quickly, has a clean layout, and offers a seamless browsing experience on smaller screens. (We’re massive fans of Hiut Denim. If you have 10 minutes we highly recommend reading their story and getting to know their brand… click here to have a look).

5. Build Backlinks

Backlinks (links from other sites to yours) are a powerful factor in SEO. They signal to search engines that your site is credible and authoritative. Consider collaborating with bloggers, influencers, or even local businesses to generate backlinks. Offering guest posts or featuring in industry round-ups can be a great way to get high-quality backlinks.

For example, Kylie Cosmetics collaborated with beauty bloggers and influencers to build backlinks, which helped boost their SEO significantly. It’s important that these backlinks come from reputable sites relevant to your industry to ensure quality and not just quantity.

6. Leverage Shopify Apps for SEO

Shopify has various apps designed to help improve your store’s SEO. Plug In SEO is one of the best-rated apps that help identify and fix SEO issues quickly. Another useful app is SEO Image Optimizer, which helps ensure your images are search engine friendly.

However, while these tools are helpful, always try to understand what they do so you can make informed decisions rather than relying solely on automation.

7. Use Structured Data

Adding structured data or rich snippets to your Shopify store can help search engines understand your content better, which can lead to enhanced listings in search results (like product availability, reviews, and pricing). Shopify themes often include options to add structured data, or you can use an app like JSON-LD for SEO to make this process easier.

Ruggable does this well, with search results showing product reviews, prices, and stock availability, which helps attract more clicks compared to standard listings.

8. Regularly Update Content

Fresh, regularly updated content signals to search engines that your website is active. Blogging is one of the easiest ways to keep your Shopify store updated. Create posts around product launches, industry trends, or customer stories. Shopify makes it easy to add a blog, and platforms like Canva can help you create stunning visuals to go with your posts.

9. Focus on User Experience

SEO isn’t just about search engines… it’s also about providing a fantastic experience for users. Make sure your navigation is simple, categories are well-organised, and your site’s design is appealing. Use heatmaps (like those provided by Hotjar) to understand how users interact with your site and identify any barriers that might be negatively impacting their experience.

Allbirds offers a great example of user experience optimisation—their clean layout, intuitive navigation, and seamless checkout process contribute to both customer satisfaction and SEO.

Optimising your Shopify store for SEO might seem like a daunting task, but by following these strategies, you can steadily improve your store’s visibility and draw in more potential customers. From conducting thorough keyword research and optimising product pages to improving site speed and building backlinks, every step helps build a stronger, more visible online presence.

If you need further support or have questions about optimising your Shopify store, feel free to reach out at letstalk@usual.ie. We’re always here to help!