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The Expert Guide to Shopify SEO: Over 101 Shopify SEO Tips

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Your Store leaks sales if it does not appear at the top of Google when someone searches your products, the brand names you sell, or problems that your products solve. Google in a retail study found 75% of people turn to search engines to learn about products. Search engines are used more in online purchases than any other source like social networks, apps, or deal sites.

The expert guide (you can jump to below) is a step-by-step method to setup, review, and run a rock-star SEO campaign that grows your sales in Google search. I have used it on the sites of billion dollar companies. I use it for my Shopify SEO clients. Shopify recommended it to all store owners.

Audit your Shopify’s SEO by following the guide every six months, when you notice a drop in organic visitors, or when you are unsure of what to do next to get more buyers from search at no cost. If a freelancer or agency works on your SEO, use the checklist to review their work. (Tip: 90% of web agencies who show off their design portfolio and say they do web marketing only know the basics of SEO. You will find problems.) The audit is a map to check your store is on the path to growth.

How Your Position in Google Impacts Sales

Let’s say your store ranks number two for “womens oversize shirts”. Advanced Web Ranking’s click-through rate analysis of search results estimates you receive 15.54% of traffic for that search query:

Google organic search ctr

Here is a tabular breakdown of the exact figures for your calculations:

1 2 3 4 5 6-10 2nd page 3rd page +
CTR % 32.94 15.54 10.04 7.12 5.52 3.6 4.31 1.29

If you receive 400 visitors a month in second position, first position will see your store receive 848 visitors. That is double the results from one improvement in position.

Now translate this increase of visitors into sales. Review the performance of organic search in the acquisition section of your Google Analytics. In our example below of an SEO client, organic traffic converts at 1.31% and each session is worth $1.34 (=278243/207491):

Organic search revenue from SEO

SEO can be calculated. The extra 448 visitors should see an increase of $587 (1.31*448) in sales.

One ranking improvement for one search term is rare. Subsequent improvements for similar searches like “womens oversize dress shirt” often happen. All pages often follow in ranking higher for their optimized search terms. Rand Fiskin describes the outcome as a “rising tide that lifts all boats”.

A ten-degree adjustment can deviate a large store to unseen profit by next year. Each page, collection, product, and blog post opens a new chance to get traffic from Google.

What Growth Can You Expect?

If you weigh as much as a small car, your health has enormous room to improve. If your Shopify has poor SEO, you have more space for growth. Should the audit show poor SEO health, you are more likely to grow from SEO than another store who passes 90% of the audit.

A second factor of rapid SEO growth involves content, or the quality and quantity of pages. Each good piece of content is a ranking opportunity. A store with 1000 SKUs has more potential to benefit from SEO, generally speaking, than a store with 1 product.

Another piece of content that performs really well for stores – that anyone can use – is articles. I think of SEO-worthy articles as detailed guides. Standard blog posts rarely see the light of top search results. If you produce a guide better than anything else online about the topic (like this Shopify SEO tutorial), you have further potential to grow from SEO.

SEO is viewed by startup stores as a cheap, bootstrap way to grow a store. It can be, but not if you are a one-man show with a few drop-ship products. I’m not here to bullshit you with false hopes. You will not dominate Google with a few keyword-optimizations or links that come from 10 hours of work. Investing 100 of your hours in a campaign doing the important things is not cheap. Missing sales from poor SEO is not cheap.

Is Shopify SEO Friendly?

I am a Shopify Marketing Expert with 9 years SEO experience across many platforms like WordPress, Joomla, SilverStripe, and Magento. I get asked a lot if Shopify is good for SEO.

Yes, Shopify is great for SEO. Shopify will not limit your performance in Google; performance will be limited by your ability to follow the SEO tips and best practice optimizations in the guide.

Shopify automatically handles the following SEO best practices that can be ignored in the audit:

Sitemap.xml generation

The sitemap file helps all key pages on your store get discovered by Google. If Google does not know a page exists, the search engine cannot suggest the page in its search results. You do not generate or customize the file because Shopify handles it for you. Review the file at:
yourstore.com/sitemap.xml

Robots.txt generation

The file controls how Google crawls a website. You do not generate or customize the file because Shopify handles it for you. The robots.txt file blocks Google from unnecessary page crawls like /account/register and /cart, blocks Google from most duplicate content in collections where filters create new pages with the plus symbol, and follows the best practice of including the sitemap.xml. Review the file at yourstore.com/robots.txt to see all its rules.

Dynamic parameters

A dynamic parameter follows the question mark character you sometimes see in a web address. A new dynamic variable follows the ampersand character. Here is a URL from Amazon with 6 dynamic variables:
http://www.amazon.com/gp/product/B00K26FZ9I/ref=s9_nwrsa_gw_g318_i7/176-8431216-7215947?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=desktop-1&pf_rd_r=1F6Y6K15R64A28QCBHA5&pf_rd_t=36701&pf_rd_p=2079480262&pf_rd_i=desktop

URL parameters can wreck havoc on SEO because:

  1. The user is unsure of what the page is about.
  2. Dynamic parameters slightly, if ever, change the content of a page. Google wants to serve unique content and is not perfect at indexing a query string page when it differs little from its query-string-free version. They developed a tool especially to handle URL parameters.
  3. Search engineers confirm Google often ignore three or more dynamic parameters.

Most Shopify stores do not use dynamic parameters in the URL. I’ve yet to see any SEO issues with parameters on the platform.

Server speed

Store speed affects SEO. Many factors play into the speed of a store. A fast server does not guarantee a fast site, but you cannot have a fast site without a fast server.

Shopify is a managed hosting solution with top-notch CDN servers and unlimited bandwidth. Most of my clients see server response speeds reported in analytics of 0.30 seconds. You don’t have to worry about the time, problems, and costs that come with hosting your site. Andrew Youderian loves the reduction in tech problems as revealed in his case study of migrating to Shopify.

Out-of-date software

Out-of-date software can lead to a hacked store. All it takes is one plugin to render a whole site vulnerable.

I saw many WordPress sites hacked before working only on the Shopify platform. The hacks injected links pointing to drug sites and cloaked them so Google, not the user, would see the links. Google detects the illicit behavior then punishes the hacked site with reduced or non-existent organic traffic. One site took three months to recover from a Google penalty. I’ve heard some sites never recover.

I am no security expert and know Shopify is not perfectly secure – you cannot say any web technology is 100% safe for life. Shopify take security seriously and reward coders thousands of dollars every month to identify security risks.

“You’ve got to have some issues with Shopify?”

And I do. What are my biggest annoyances with Shopify from an SEO perspective?

Two revolve around the blog platform. The unavoidable, multiple blog folder structure of /blogs/blog-name is undesirable. You should have the option to alter folder structure (of everything) to slightly boost authority of the content and improve its URL appearance. Then there’s the infamous blog id that gets prepended in the URL of every post. That is senseless development.

Shopify use their platform, or at least parts of the Shopify software, for all their blogs so an improved blogging platform can be done. Anything can be done. Message Shopify support and share that you want these two behaviors of blogging changed.

Update: the blog ids have been removed from blog post URLs!

How to Use the Expert Guide for a Shopify SEO Audit

Work from top-to-bottom making note of what needs improvement. Use your notes to create an SEO action plan of what needs further analysis, tweaks, or an immediate overhaul.

If you could only audit a few sections, I recommend the health check, content, and value analysis. These have the greatest affect on SEO.

The owners of two Shopify stores happily offered to let me use them as examples in the guide. The first one is thehangoverhero.com run by Phill. The second is brickellmensproducts.com run by Josh and Matt. I swap between them throughout the SEO analysis where one better illustrates a point. Thanks guys.

If you want to save yourself time by having an Shopify SEO expert layout a clear step-by-step plan for organic search growth, I can do a full analysis then provide a clear report for you. Get my Shopify SEO audit service.

Let’s begin the audit:

The Digital Darts Shopify SEO Audit

1. Health Check: Good SEO begins with a check of your store’s SEO performance to identify critical blood loss.

2. Site Architecture: Looks at how the store is structured to maximize the number of visitors from SEO.

3. Accessibility: Checks if the site is accessible to Google, social media platforms, and people with disabilities to the degree it influences SEO.

4. Usability: A usable website is one the visitor can comfortably interact with to accomplish their desired goal. Usability focuses on the common person’s experience on common equipment.

5. Content: Content is king. Learn what makes good content for an online store and how your store measures up.

6. Links: Links in the eyes of search engines are like votes. A store with more quality votes has a greater chance at improved ranking. Not all links are equal so a link audit is important.

7. Value: SEO is a short-term game if the store does not help people. Value can be measured and built into a store to improve SEO and competitive position.

Download the SEO Checklist: I’ve turned the full guide into a free PDF download.

Get Shopify SEO Help: Attract more visitors and sales from SEO.

Health Check

A good doctor works on a health problem after an analysis. The doctor might look at the problematic area or order a blood report.

Good SEO begins with a check of your store’s SEO performance. It lets you set a benchmark for performance and identify major health problems. The best surgical operation is useless – even harmful – if the wrong location is operated.

1. Google Search Console and Bing Webmaster Tools Setup

Are each setup? Google Search Console (abbreviated to GSC and formerly known as Google Webmaster Tools) and Bing Webmaster Tools is how each search engine shares critical information about a website. You’ll come back to these throughout the audit.

GSC is one of the best tools to monitor SEO-related factors like mobile usability, crawl errors, broken pages, schema markup, and inbound links to your site.

2. Google Analytics Setup

Check your analytics is healthy because the purpose of ecommerce SEO is to get sales. Good data can help good decisions. Run through my Google Analytics setup guide or get me to do it for you.

3. Total Pages Indexed

Google must first find a page on your store before it can be suggested to users in search results. This is called “indexing” much like a librarian indexes books to organize the library.

Search in Google “site:yourstore.com”. The number of search results is the number of indexed pages. Note the number of results. TheHangoverHero.com has 24 pages indexed:

site search results

Download Screaming Frog’s SEO Spider. Run a crawl of your site then select “HTML” from the top filter. The crawl generates a near-accurate count of all pages on the site. Brickell Men’s Products has 356 pages while The Hangover Hero has 9 pages:

Screaming Frog crawl example

If your store has over 500 crawlable assets (includes images, javascript, CSS, PDFs), buy a license so the SEO tool can scan your whole site. One store I recently worked on had over 250,000 pages with only 5,000 SKUs.

How does the page number from your manual scan compare to indexed results? Investigate the difference. See what is indexed that should not be and what is missed. If your site is large, seek a sample to explain the major discrepancy. Unwanted indexed pages include:

  1. thehangoverhero.com/collections/frontpage (collection used to display products on the front page)
  2. thehangoverhero.com/pages/back-up (possible “back up” from an edit for existing content)
  3. thehangoverhero.com/pages/frontpage (page used to display content on the front page)
  4. thehangoverhero.com/blogs/news/17164428-first-post (Shopify’s default first blog post)

In this case the scan has fewer pages. That is rare to see. More often you will find the scan produces more pages because the robots.txt file deters Google from crawling then indexing a lot of URLs.

4. GSC Crawl Stats

Crawl stats give an overview of the total pages seen by Google on each scan. Look for large spikes, sharp drops, or a peak that exceed the total pages on the site. These require investigation.

Brickell’s crawl stats show normal spider activity. The weekly spikes correlate with the weekly variable in the sitemap:

Crawl stats Brickell

There are many possibilities an SEO expert can consider for crawl variability. An increase could come from new pages, products, or collections. Maybe a sitemap was submitted to Google that lead to better coverage. A one-week drop could be explained from a site update that accidentally blocked Google.

5. Lifetime Organic Traffic Drops

A penalty is best spotted with a sudden drop in organic traffic. Use the graph of organic traffic demonstrated below. Go to the acquisition section of Google Analytics and select “Organic Search”. Choose from the top-right the entire time period back to when your analytics was setup. Here is Brickell’s organic traffic over the store’s lifetime:

Brickell lifetime organic traffic

The store has steady growth with no major drops. If you have a drop, refer to Moz’s Google Algorithm Change History for the periods you see drops in organic traffic. You can then transpose the dates to see algorithm changes that affected your organic performance. Note the algorithm update and the time period. (I’ll soon help you quickly do this with a tool.)

SEO is an unethical industry. A lot of freelancers and agencies do low-quality SEO work known as “black hat SEO“. Black hat work frequently results in a Google penalty weeks-to-years later. Organic traffic diminishes or vanishes. You’re left confused as to why sales died from organic search. A Google penalty recovery can take months – even then it is hit-and-miss.

Growth in organic traffic is hard to spot day-in, day-out. Look across monthly performance. 10% growth each month is a good goal. It’s also wise to compare the current year against last year to eliminate seasonal trends. Analyze a period against the previous year in the date selection of analytics.

6. GSC Manual Actions

The manual actions section in GSC lets Google make clear serious violation of their website guidelines. Most sites see no manual actions. If you get a message, the issue has high priority to help your SEO.

The method of correction for a manual action varies with every issue. Google rarely tell you the issue in detail. You’ll have to dig deeper into your analysis or consult an SEO expert to get your store in full recovery.

7. Algorithm Cross-Check

Let’s say your store passes all the health checks so far. You have not spotted any major penalties. Minor penalties can go undetected. Advanced health checks provide more coverage, analysis, and reassurance.

I recommend Cognitive SEO at $99 a month if you want other tools to help in your SEO work. Cognitive SEO’s “Unnatural Links Detection” tool provides a good source to investigate toxic SEO. Backlinks are the primary risk of penalty for most Shopify stores (which you will analyze later in the audit) so it helps to have multiple tools give their stats and opinion. I have good success with Penguin Analysis.

Barracuda’s Panguin Tool is a fantastic free tool that transposes algorithm updates over your monthly traffic. One store came to me after they saw organic traffic plummet in 2013. The tool made it clear the site was penalized in 2013 from a Panda update. I ran through the SEO audit revealed in this guide then acted on the insights. The site regained organic traffic in May 2014:

Google penalty recovery Barracuda

Site Architecture

Site architecture looks at how the store is structured to maximize the number of visitors from SEO. A well-structured site, first and foremost is a user-friendly one.

1. Collections Structure
A collection in Shopify is a group of products. It acts like the various sections in a physical store that tells customers where to find a type of product. A well-designed group of collections tell people and Google what each is about to find a product.

Design your collections first for people. Google hates it when store owners attempt to please the search engine at the cost of user-experience. No one wants a drop-down with 100 brands.

Brickell have four primary collections: face, shave, body & hair, and collections. The collections group leads to a drop-down of “Bestsellers”, “Travel”, and “Kits”:

Shopify collections Brickell

The collection structure can be simple like The Hangover Hero (which has no collections) or complex to get right like Amazon. Here are my ideas to help you design good collections:

  1. Use brands (Nike), product type (shoes), or product application (basketball). A mix can work well too. Product attributes (color, size, model) rarely work and are best left to filters.
  2. Simplicity is your goal. Brickell confuse me with collections that overlap. “Travel” fits into “Kits”. Also, “Collections” is a vague descriptor.
  3. Try to have at least one word in the collection that is highly relevant and used in search queries. Use the Google Keyword Tool to generate ideas. Input a competitor’s product categories into the tool to come up with keywords.
  4. Refer to the search analytics report inside GSC to see how people arrive on your collection pages. Select the “Page” filter to view how a collection generates organic traffic. Are there frequently used terms that can be adapted into the collection? While you don’t want to have a navigation link like “Natural Face Products”, use these researched terms in its URL, title tags, and other on-page optimizations. From my analysis, “Body & Hair” generates 10% of the traffic compared to “Face” or “Shave”. The search queries show different intent (body lotion v shampoo) so they could be broken into two. The “Kit” collection gets zero traffic. A keyword analysis of the page using Google Keyword Tool gives keyword ideas that are not highly relevant. A lack of relevant intent can indicate a product-to-market miss-match.
  5. Conduct user-testing. Use Hotjar to view heatmap data. Run HITs on Mechanical Turk asking people to find a product to test alterations. Visual Website Optimizer has heatmaps and more to investigate how people interact with the navigation. If you are an established site, a split-test is wise. Google Analytics enhanced link attribution can also be insightful.

If you are a large store with diverse collections, your job is more complex. I suggest you do mass amounts of keyword research from multiple tools including Advanced Web Ranking (AWR) and couple the data with total search volume gathered from Google. You can manually cluster the search terms into groups, run a top-ranking report in AWR, then use the VLOOKUP function in Excel to see the performance of collections. Only bother with this advanced strategy if you have time, interest, or a big-ass 10 million-dollar store.

2. Sitemap Status

In GSC, go to “Crawl” > “Sitemaps”. Is there a sitemap? If not, submit yours. You only need to submit the primary sitemap.xml file:

http://yourstore.com/sitemap.xml

Sitemap submission in Shopify is not about telling Google you have a sitemap. Google will find the store’s sitemap from its mention in the robots.txt file. The submission is about helping you identify errors and warnings:

Sitemap warnings

3. Domain Canonicalization

Canonicalization refers to unifying pages when there are multiple. One suggested version of a page fights duplicate content and builds link value. Any Shopify store can have three to five versions:

  1. http://brickellmensproducts.com
  2. http://www.brickellmensproducts.com
  3. https://brickellmensproducts.com
  4. https://www.brickellmensproducts.com
  5. http://brickell-mens-products.myshopify.com

Test each of the non-www, www, HTTPS, and myshopify versions of your domain. You can ignore the HTTPS version if you do not use SSL. All versions need to redirect to one.

What canonicalized version should you use? Every store should use use HTTPS. As for non-www or www, neither is better for SEO. The non-www version looks cleaner. You can setup page canonicalization in Shopify under “Online Store” > “Domains” then select “Redirect all traffic to this domain”:

Redirect all to this domain Shopify

4. rel canonical

The rel canonical tag on a page tells search engines the preferred version of a page you want indexed. The tag is critical for stores with variants and collections because these circumstances alter the URLs. When a variant is selected, a query string like ?variant=8354282245 is appended to the end of a URL. Whenever a product is in one collection, Shopify creates a new URL for the product.

If the shaving cream product is in two collections, it has two collection URLs and a main product address like:

http://brickellmensproducts.com/collections/best-sellers/products/shave-cream
http://brickellmensproducts.com/collections/mens-shave-products/products/shave-cream
http://brickellmensproducts.com/products/shave-cream

A Screaming Frog scan is the fastest way to review canonicalizations. The screenshot below shows three products that have a canonicalized version different to the primary URL:

Shopify canonicalization

When the canonical version of a product page is domain.com/products/product-name, canonicalization is most likely setup right in Shopify. (There’s a small possibility some developer has conditional statements around the canonical tag.) Check the liquid template of the store for the below code. Secondly, go through the “Directives” report of the scan to confirm.

If your scan shows no use of rel canonical or incorrect use, add the following line of code between the and tags in your theme.liquid file:

When I implemented only this one change for a client, they saw a 220% growth in organic traffic and sales within one month. Crazy.

5. Pagination Markup

Pagination divides content into multiple pages to help usability and speed. A paginated link may take you to “Page 2” of a collection. Skip this section of the audit if your store does not use pagination.

Neither store I’m auditing use pagination so I will explain it with food company tessemaes.com:

Pagination Tessemaes

The rel="prev" and rel="next" code tells Google to consolidate the pages into one and to send the visitor to the appropriate page (often the first one). You can either use paginated markup in the or on the HTML link elements.

Go to a collection with pagination then review the source code. When on tessemaes.com/collections/all, I see they use markup:

When on tessemaes.com/collections/all?page=2, I see:

The liquid markup to achieve this is:

{% if collection.previous_product %}{% endif %}
{% if collection.next_product %}{% endif %}

Shopify automatically handles this rendered markup when you have the following required liquid variable:

{{ content_for_header }}

There are out-of-date guides online with convoluted code to this simple solution.

The URLs can be relative (contain no domain directory) according to Google:

Google treats rel="previous" as a syntactic variant of rel="prev". Values can be either relative or absolute URLs (as allowed by the tag).Google on paginated content

6. HTTPS

Does the store use HTTPS in the URL or HTTP? Google began to favor HTTPS sites in 2014. Neither store I’m auditing in this guide use the secure protocol.

I recommend new Shopify stores use HTTPS from the beginning. Other stores should migrate to optimize their store for the future. Web technology is moving towards simple measures of security. An SSL certificate is easy to setup in Shopify now that all stores have the option in their admin.

Beware of browser messages and other SEO risks that come with implementing SSL. You will damage your SEO with incorrect redirects, protocol-usage in your theme, and GSC configuration. One image on your HTTPS cart page that uses the HTTP protocol can produce an insecure warning in the visitor’s browser that scares them from completing checkout.

Shopify warns you of insecure content when you initiate the migration. It is the best software I’ve seen help you move to SSL. Unless you’re comfortable in HTML, SEO, and Shopify liquid files, work with a Shopify SEO expert that understands these technicalities.

Accessibility

Web accessibility in the audit refers to making the site accessible to Google, social media platforms, and people with disabilities to the degree it influences SEO.

1. Country Targeting

Does the store have multiple websites, sub-domains, or folders a user should see depending on their country? The check is important for stores with multiple geographical shopfronts.

The appropriate country should be associated with the correct website in GSC. Google can automatically do this with country-coded top-level domains (e.g. .com.au is meant for Australia) otherwise you may have to configure it.

Brickell ship Worldwide and have no country targeting:

No country targeting

2. Language Targeting

Review the HTML language settings of your store. A multilingual store should serve the right language version of the web page to the user.

View the source code of your store then search for “hreflang”. You can also check the language targeting option in GSC:

No hreflang tags

Use the hreflang tag when your store has multiple languages. Most Shopify stores will not have this setup by default. If Brickell also targeted French speakers in a multilingual folder structure, the following should exist on the English-version of the homepage:

Custom liquid code can be written in your theme so the hreflang is functional for multilingual sites. The exact solution depends on your URL structure. If you have an Australian domain with the exact same pages, on it you can use:

Then on the other domain, which in this case is a .com domain, you’d insert:

I recommend the Langify app developed by Johannes. I confirm it works well with the hreflang tag. It uses liquid like:

{{ '' }}

3. Javascript and CSS Disabled

A search engine sees a website mostly in HTML so it makes sense to check your store’s appearance when javascript and CSS is disabled. Check by changing the settings in your browser or use http://www.browseo.net. Key things to check:

  • Can you see all menus?
  • Are links clickable?
  • Is irrelevant content appearing at the top when it could appear lower on the page?

Brickell Men’s Products looks fine.

I believe Google’s growing knowledge of javascript makes this classic SEO technique less valuable. A functional site when javascript and CSS is disabled is good to have in the rare instance users have such features disabled in their browser.

4. Blocked Resources

For a decade search engines could not understand javascript. In 2015 Google wants to access your javascript, CSS, images, and anything else that plays a role in delivering content to a typical user.

Review the “Blocked Resources” report in GSC. Brickell have several blocked resources on a third-party site:

Blocked resources Google Search Console

Google’s biggest concern is to crawl the resources on your domain. The search engine encourages webmasters to contact any blocked third-party site to unblock the appropriate resources. You can also update your theme in some cases to remove dependency on a third-party resource.

5. Cloaking

Cloaking is where a search engine sees different content to a visitor. 99% of Shopify stores will not use the technique – those who do run the SEO race pulling a truck.

Google condemn the ill technique repeatedly saying a website should deliver the same content and experience to their spiders as the user. Think about it from the search engine’s perspective: they want to know what the user will experience.

I recommend the User Agent Switcher extension for Google Chrome. Select “Googlebot” then visit a few pages of your store to see if it looks different in any way. A second check is Bruce Clay’s cloaking checker. The tool says The Hangover Hero is not cloaking:

SEO cloaking check

6. Structured Data Errors

Search engines can display fancy markup about a store when it appears in search results. Sometimes it is called “structured data”, “markup”, “schema”, or “rich snippets”. The screenshot below shows standard search results for brickellmensproducts.com with Amazon getting the markup for their stars and reviews:

Google schema markup for Brickell

Schema markup affects the clicks through to your store and how users think about your product. Even if your store has 5-star reviews on your product page, an aggregate 3-star Amazon rating displayed in Google results can leave a sour impression on potential customers.

Every store should use at minimum three types of markup. For now, we review the current markup to spot errors.

View the “Structured Data” report in GSC to get a site-wide understanding of the schema implemented:

Structured data errors

An error repeats itself because Shopify uses a template system. The example site has errors from not marking the price. I like the Structured Data Testing Tool to review and optimize markup real-time.

The use of schema does not guarantee you will see marked data in search results, but clean markup is the only way it can happen.

The next three steps audit specific types of schema I recommend for any Shopify store. Incorrect use of schema can get you penalized.

7. Semantic Markup for Products

Every store should use product markup. See schema.org/Product for full documentation. Product markup includes the brand, gtin, color, and more.

The “Structured Data” report shows a data type of “Product” if your store uses the markup like Brickell.

Here is a rough example of schema markup for a product with the liquid code used in Shopify:

{{ product.title }}

8. Semantic Markup for Reviews

Show off your reviews in Google. Check for review markup via the structured data report if your store has reviews:

AggregateRating example

See schema.org/AggregateRating for full documentation. Shopify’s official review app automatically uses the correct schema. The Judge.me review app also has Google rich snippets.

The AggregateRating markup is on the Brickell site and shows in the structured data report. The implementation is correct according to the testing tool.

9. Semantic Markup for the Product Offer

Offer schema can display an “In Stock” message, price, and currency in search results:

Offer schema example

Use the same tools mentioned earlier to audit the markup. See schema.org/Offer for full documentation. Here is the source code on the page displayed in the above search results:

Offer schema source code

I’ve provided the liquid code for a product offer in the semantic markup for products above.

10. Twitter Cards

Twitter Cards give rich media experiences when your pages are tweeted:

Twitter Card example from Shopify

Tweets seem to impact SEO when the user has a large following. The influence social signals have on SEO is unclear. Beyond SEO, a richer experience should help sales.

Follow Shopify’s documentation to create Twitter Cards. Brickell have a basic summary but not product specific data. Use Twitter’s Card Validator tool and see their documentation if you want more insight.

11. Facebook Open Graph Tags

The Facebook tags control how a snippet is displayed when it is shared on the platform. I went to share a link from the Brickell store on my profile and a clean image and description appear that indicate use of the tags:

Facebook Open Graph example

Facebook tags like Twitter Cards hardly affect SEO in Google. They seem to have an impact on Facebook’s search results. An attractive summary gets more clicks. Some people believe shared content is a precursor to backlinks (which greatly help SEO). One study found there is no correlation between shares and backlinks.

I recommend Open Graph tags to satisfy the billions of Facebook users. Take every opportunity to snag a sale. User chrisjhoughton has a GitHub project to implement Facebook OpenGraph on your store. You will also find helpful Facebook’s debugger tool to get your tags right.

12. Heading Tags

The H1 and H2 tags are intended as markup for titles and sub-titles of a web page. There are many ways to review the tags: manually check the source code, use browseo.net, and review our trusted Screaming Frog tool. I like the crazy amphibian because it provides a site-wide measure of what is missing, long (over 70 characters), or duplicate tags:

H1 and H2 tags for SEO



This post first appeared on Shopify Marketing Blog - Digital Darts, please read the originial post: here

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The Expert Guide to Shopify SEO: Over 101 Shopify SEO Tips

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