Shopify SEO – Ultimate Guide
Creating a Shopify SEO strategy is a super effective way to boost your organic ecommerce traffic. As we continue careering towards a future where online shopping dominates retail, staying ahead of the pack becomes ever more important.
Ecommerce has been on an exponential rise since the dawn of the internet. The last ten years have seen it challenge brick-and-mortar retail for a larger share of the market, year in year out. The global pandemic has only added fuel to that fire, and for those left out on the high-street, this could spell rainy days.
Shopify has made the process of switching to online a much easier fete. With over a million success stories worldwide, it’s becoming more difficult to avoid. As they grow, so do the opportunities. Therefore, a solid SEO strategy for your Spotify shop is an essential element to your online endeavours.
Here’s a statistic to help outline the importance of a Shopify SEO strategy. The top result on Shopify gets around twice as much traffic as the second result.
So, in the interest of getting you up there to the promised land, let’s take a look at some top tips for optimizing your Shopify SEO.
Starting with the most basic of basics, Shopify offers a few built in options that can kick off your strategy. Making proper use of title tags, meta descriptions and URLs is a simple way to start optimizing your page and reaching your target demographic.
Meta titles, meta descriptions, URLs and title tags all help to direct people looking for your product, to your product.
Optimized Store Structure
Out in the physical world, there’s nothing worse than a shop that’s difficult to navigate. Your online store will also be someone’s nightmare if it’s difficult to navigate. Making good use of categories and collections is one way to keep your products organized.
Keep your categories simple to understand and organized in a way that makes sense. Creating Shopify Collections is also a great way to offer quick and easy access to what your user wants. Reducing the clicks your user encounters whilst browsing your products enhances the chance of the next click being ‘buy now’.
You can create collections manually, or generate them automatically to update with new, popular or seasonal products.
Another way to optimize your users experience is to make sure load times are the best they can be. Elements that slow the page down should only be used where necessary. If they’ve clicked back before it’s loaded, nobody got to see any of the fancy sliders or graphics.
A simple Home Page – Category – Product Page structure should be perfectly suited. The simplistic set up means the user is never too far from the home page and will have no difficulty navigating your shop.
Using a simple format will also minimise user frustrations. In the age of internet shopping your competitors are usually just a click or two away. By keeping it simple, your users are free to browse more of your pages increasing the likelihood of a sale.
Just like that, you’ve pleased Google and your users. Faster speeds + simple shopping = increased conversion rate.
Good Descriptions and Keywords
Good strong descriptions are what Google likes. Using keyword research and basic SEO copy techniques, you can write product page descriptions that boost search engine rankings.
There are several types of keyword research to make use of here. Informational, where the user seeks the answer to a question. Investigational, where they’re looking for information that will lead to a sale or transactional, where the user is poised to make a purchase.
Which is best for your product will vary. If your product is a common solution to a problem, Investigational keywords may not receive the bites you want. Whereas if your product serves a niche market, or is a little-known solution, your focus may want to be on the questions they’d ask to address their conundrum.
Don’t be afraid to spy on the competition. See what keywords and meta titles are working for them. Keywords are one of the most important tools to a successful SEO campaign, use them wisely.
A function just made available to store owners is the ability to edit text robots. By editing the robot.txt files you can now manage the way crawlers interact with your page. You can stop certain URLs being crawled, add crawler delay rules for certain crawlers, block certain crawlers and add extra site-map URLs.
This function helps you create a more accurate indexing for your page. You can access Shopify’s own robot.txt editor through their robot.txt.liquid template. From there you can add or remove directives as you please.
To edit your text robot.txt files –
- From your admin area go to Online Store > Themes
- Actions > click ‘Edit Code’
- Click ‘Add a new template’
- Click ‘Create template’
- Here you can change the default template to reflect the changes you want.
- In your published theme, save the changes to the robot.txt.liquid
You could also replace the template with plain text rules. These will not be automatically updated though. It is also worth noting, Spotify warns that editing these robot.txt files is unsupported and they will not be able to provide help through their service desk.
Troubleshooting Common Issues
A common problem encountered is duplicate content. With categories, collections and individual product pages all running alongside each other Google may flag duplicates. You can update and prioritise your internal links to avoid this issue.
Depending on the theme you use, some basic coding knowledge may be required. If this proves to be a little too demanding, consider changing to a theme that does not require coding. There are plenty out there to choose from.
If you’d like to know more about how we can optimise your online ventures, you can click here to get in touch. To read more about SEO techniques outside of Shopify, there’s a blog for that too, if you click here.