Shopify is the top choice for businesses looking to build, manage, and optimize their online stores. With its user-friendly interface and extensive customization options, the platform is a powerful platform for ecommerce success.

However, like other ecommerce platforms, Shopify has its SEO challenges, such as duplicate content and slow page speed, negatively affecting your store’s visibility and making it harder for customers to find you. 

In this article, we’ll uncover Shopify’s most common SEO problems and provide straightforward solutions to fix them. Let’s get started!

Why is SEO Important to Your Online Shopify Business Success?

Running a Shopify store without SEO is like having a beautiful shop in a hidden alley where no one can find it. SEO helps put your store on the main street of the internet, right where your customers are looking.

• More Free Traffic – Instead of paying $2-3 per click-through ads, good SEO brings organic visitors who find you naturally through Google. A well-optimized Shopify store can get 1,000+ free visits monthly, saving you thousands in ad spend.
• Better Return on Investment – While paid ads stop working the moment you stop paying, SEO keeps bringing traffic for months or years. Most Shopify stores see SEO results lasting 12-18 months after optimization.
• Local Customer Targeting – SEO helps your store appear in “near me” searches, which have grown 900% in recent years. This connects you with ready-to-buy local customers searching for products you sell.
• Lower Cart Abandonment – SEO-optimized stores load faster and work better, reducing cart abandonment. Shopify stores with good SEO typically see 20-30% lower abandonment rates than non-optimized stores.

Common Shopify SEO Problems and Solutions 

While SEO is crucial for your Shopify success, many store owners face common challenges that hurt their rankings. Let’s look at the most frequent SEO problems and their practical solutions that you can implement today.

1. Duplicate Content

When you sell products in different colors or sizes, it’s tempting to copy-paste descriptions and just change a few words. However, search engines struggle to decide which version to display, lowering your rankings. 

For example, if you sell a black, brown, and tan leather jacket with the same description, Google might index only one variant, reducing the visibility of others.

Solutions:

• Write unique descriptions focusing on specific features or use cases for each variant.
• Highlight variant-specific benefits (e.g., “black leather perfect for formal evening wear, while brown adds a casual, rugged appeal”).
• Use canonical tags to inform search engines which page is the “master” version.
• Leverage product templates with placeholders for unique details like color, size, or material.

2. Keyword Research and Targeting

Targeting the wrong keywords is a common pitfall. Many Shopify stores aim for broad, highly competitive keywords like “men’s shoes” or “women’s dresses,” where large retailers outmatch them. 

Conversely, keyword stuffing, such as repeating unnatural phrases like “buy best affordable running shoes cheap running shoes,” can harm your SEO and reduce trust.

Solutions:

• Focus on long-tail keywords that describe specific needs, like “waterproof trail running shoes for wide feet.”
• Use local keywords if you have a physical presence (e.g., “discount running shoes in Portland”).
• Integrate keywords naturally into product titles, descriptions, and metadata to improve readability and ranking.
• Analyze customer reviews for common phrases buyers use and incorporate those keywords.

3. Site Structure and Navigation

A cluttered site structure not only confuses search engines but also frustrates users. Issues like overlapping categories, dead-end pages, and overly complex menus can harm rankings and conversions. 

For example, putting “running shoes” under both the “Sports” and “Footwear” categories can confuse search engines about which page to prioritize.

Solutions:

• Limit navigation depth to three levels (e.g., Home > Footwear > Running Shoes > Trail Running).
• Create clear category hierarchies (e.g., Sportswear > Footwear > Running Shoes).
• Remove redundant or conflicting category paths.
• Use internal links within product descriptions to connect related products and improve crawlability.

4. Page Speed and Mobile Optimization

Page speed and mobile optimization are critical factors for Shopify SEO. As you know, slow loading times and poor mobile responsiveness can hinder your store’s visibility and ranking. Google prioritizes websites that offer a fast and smooth user experience, particularly on mobile devices.

Page Speed Problems

• Impact on SEO: Slow loading times lead to higher bounce rates, impacting your search rankings.

Common Causes

• Large image sizes: Unoptimized images slow down the site.
• Excessive apps: Too many apps can add bloat and slow your store.
• Lack of caching: Caching stores website data and allows for faster loading on repeat times. Without it, your server works harder with every visit. 

Mobile Optimization Problems

• Impact on SEO: A poor mobile experience will significantly lower your rankings. This means Google prioritizes the mobile version of your site for ranking. 

Common causes: 

• Non-responsive design: The theme doesn’t adapt well to different screen sizes
• Difficult navigation: Clunky menus or tiny buttons make it hard to browse on mobile
• Slow loading on mobile: Heavy images or unoptimized code are also components to mobile problems

Solutions for these problems:

• Compress images using tools like TinyPNG or Squoosh.
• Choose a fast, mobile-responsive Shopify theme designed for speed.
• Remove unused features and minimize custom code that slows performance.
• Minify HTML, CSS, and JavaScript to reduce file sizes 
• Use speed-testing tools to evaluate the impact of apps on your store’s performance.

5. Technical SEO Issues

The most common technical SEO mistake is when store owners accidentally block important pages through incorrect robots.txt settings. Others forget to update their sitemaps after removing products, leaving Google to waste time trying to access pages that no longer exist.

1. Non-Customizable URL Structure

• Problem: Shopify’s URL structure includes mandatory subfolders like /collections/ or /products/, which cannot be removed. This can affect how search engines interpret your site hierarchy.
• Solution: While you can’t change the structure, optimize other aspects like descriptive URL slugs and internal linking to mitigate its impact.

2. Limited Access to Robots.txt

• Problem: Shopify restricts full access to the robots.txt file, making it harder to customize crawl directives for search engines.
• Solution: Shopify now allows limited edits to robots.txt. Use this feature wisely to block unimportant pages from indexing.

3. Pagination Issues

• Problem: Shopify doesn’t handle pagination SEO effectively, sometimes creating orphaned pages or content that’s hard for search engines to find.
• Solution: Add rel=”next” and rel=”prev” tags to paginated collections and ensure proper linking between pages.

4. No Control Over XML Sitemap

• Problem: Shopify automatically generates XML sitemaps, but you can’t customize them to exclude unnecessary pages or prioritize important ones.
• Solution: Ensure your site is well-organized, as the sitemap reflects your site’s structure. Focus on canonical tags to prioritize content.

5. Apps Adding Unnecessary Scripts

• Problem: Some Shopify apps inject scripts that can slow down your site or create bloated code.
• Solution: Regularly audit installed apps and remove those that are unnecessary. Test your site’s speed after installing new apps.

6. H1 Tag Limitations

• Problem: Shopify themes sometimes use multiple H1 tags on a page or incorrect heading hierarchy, which can confuse search engines.
• Solution: Edit your theme’s code to ensure there’s only one H1 tag per page and that headings follow a logical hierarchy.

7. Breadcrumb Navigation Issues

• Problem: Poorly implemented breadcrumbs in Shopify themes can confuse users and search engines.
• Solution: Ensure breadcrumbs are correctly coded and link back to logical higher-level categories or collections.

8. JavaScript Rendering Issues

• Problem: Shopify themes relying heavily on JavaScript can create rendering issues for search engines.
• Solution: Test your site with tools like Google’s Mobile-Friendly Test and ensure critical content is visible without relying on JavaScript.

Read more: How to fix broken links on Shopify

6. Content Marketing and Link Building

Creating valuable content is like planting seeds that grow into traffic-generating trees. Shopify stores’ biggest mistake is focusing solely on product descriptions while ignoring educational content that could naturally attract links. 

1. Content Marketing Challenges

• Thin or Generic Content
  • Problem: Many Shopify stores have product pages or blogs with little to no unique content, making it hard to stand out in search results.
  • Solution: Create detailed, engaging content tailored to your audience, such as product descriptions, how-to guides, and user stories. Use blog posts to answer customer questions, provide buying guides, and share industry trends.

• Irregular Blogging
  • Problem: Irregular posting schedules or irrelevant topics can lead to low audience engagement and poor SEO performance.
  • Solution: Plan a content calendar focusing on topics that resonate with your target audience. Maintain consistency in posting and prioritize evergreen content for lasting value.
• Lack of Keyword Optimization
  • Problem: Content often lacks proper keyword research and optimization, leading to missed ranking opportunities.
  • Solution: Use SEO tools like Ahrefs or SEMrush to identify high-value keywords and incorporate them naturally into your content, including headlines, meta descriptions, and body text.
• Duplicate Product Descriptions
  • Problem: Reusing manufacturer-provided descriptions can lead to duplicate content issues.
  • Solution: Write original product descriptions highlighting unique selling points and including relevant keywords.

2. Link Building Challenges

• Low-Quality Backlinks
  • Problem: Some stores rely on spammy or low-authority backlinks, harming search engine rankings.
  • Solution: Focus on acquiring high-quality links from authoritative websites through guest posts, collaborations, or partnerships.
• Lack of Outreach Efforts
  • Problem: Many Shopify store owners don’t actively build relationships to earn backlinks.
  • Solution: Reach out to industry bloggers, influencers, and relevant websites to share your content, products, or stories in exchange for links.
• Missed Internal Linking Opportunities
  • Problem: Poor internal linking makes it harder for search engines to crawl your site and users to navigate it.
  • Solution: Add links to related products, collections, and blog posts within your content to enhance user experience and SEO.
• No Focus on Local Link Building
  • Problem: Stores with a local focus often overlook opportunities to build links from local directories or partnerships.
  • Solution: List your store on local business directories, collaborate with local influencers, and participate in community events to earn backlinks.

3. Strategies to Improve Content Marketing and Link Building

• Content Marketing Solutions
  • Develop Pillar Content: Create in-depth guides or resources that address key customer pain points, which can attract backlinks and organic traffic.
  • Visual Content: Use high-quality images, infographics, and videos to make your content shareable and engaging.
  • Leverage User-Generated Content: Encourage customer reviews, testimonials, and social media posts to enrich your site content.
• Link Building Solutions
  • Guest Blogging: Write articles for reputable blogs in your niche to earn backlinks and increase your exposure.
  • Create Link-Worthy Assets: Publish unique resources like industry reports, case studies, or tools that others would naturally link to.
  • Collaborate with Influencers: Partner with bloggers or social media influencers to review your products and include backlinks to your store.

Solutions:

• Create detailed buying guides comparing products in your niche
• Develop a content calendar focused on seasonal trends
• Build relationships with industry influencers for collaborations
• Start a resource section with downloadable guides
• Feature expert interviews in your blog

7. Ignoring Analytics and Tracking

Think of analytics as your store’s health monitor – it tells you exactly what’s working and needs attention. Many store owners set up basic tracking but never dive deep into the data. 

Without proper tracking, you might lose sales without knowing why or missing opportunities to improve your store’s performance.

Solutions:

• Set up enhanced e-commerce tracking in Google Analytics
• Create dashboards for key metrics like conversion rates
• Use heat mapping tools to understand user behavior
• Run A/B tests on important pages
• Review analytics monthly to spot trends and issues

Tools and Resources for Shopify SEO

After understanding the common SEO issues, let’s explore the essential tools and resources that can help you optimize your Shopify store. Many of these solutions are already integrated with Shopify or available as easy-to-install apps. 

Free SEO Tools

• Google Search Console – Shows how Google sees your site, tracks keyword performance, and announces technical issues. Essential for monitoring mobile usability and core web vitals.
• Bing Webmaster Tools – Often overlooked but valuable for targeting Bing users. Provides different keyword insights than Google.
• PageSpeed Insights – Analyzes loading speed issues and gives specific recommendations for improvement. Works well for both desktop and mobile testing.
• Ubersuggest (Limited Free Version) – Offers keyword research and content ideas specifically for e-commerce. The free version gives you 3 searches per day.

Paid SEO Tools

• Ahrefs ($129/month) – Best for competitive analysis and finding keywords your competitors rank for. Their site audit tool specifically flags Shopify-related SEO issues.
• SEMrush ($117/month) – Excellent for tracking your store’s keyword rankings and finding new product keyword opportunities. Includes e-commerce-specific reports.
• Screaming Frog ($259/year) – Perfect for large Shopify stores to find duplicate content, broken links, and redirect issues. Can crawl up to 500 URLs for free.

Recommended Shopify SEO Apps

• Sherpas (Free plan available) – Automatically generates meta tags and alt text for products. Particularly good for stores with many SKUs.
• SEO Manager ($9/month) – Provides detailed SEO recommendations specific to Shopify’s structure. Includes JSON-LD markup generator.
• Schema Plus ($14.99/month) – Adds product schema markup automatically. Helps products appear in Google’s rich snippets.
• Yoast SEO ($19/month) – Recently launched for Shopify, offers the same powerful features as their WordPress version.

Helpful Resources

• Google’s E-commerce SEO Guide
• Google Search Central YouTube Channel – Features specific videos about e-commerce SEO.
• Shopify Community Forums – SEO Section – Offers solutions to store-specific problems.

Final Thoughts 

I hope you find this post helpful in understanding and solving common Shopify SEO problems. By addressing these issues, you can improve your store’s visibility, attract more organic traffic, and boost sales without relying heavily on paid ads. Start optimizing today, and watch your store grow!

See more: Shopify Common Issues and Solutions to Fix Them

Shopify SEO Problems: FAQs

Is Shopify any good for SEO?

Yes, Shopify is good for SEO because it has built-in features like customizable meta tags, automatic sitemaps, and mobile-friendly themes, which help search engines understand and rank your site. However, it has limitations, such as restricted URL customization and duplicate content issues, which may require additional work or apps to fix.

How to optimize your Shopify SEO?

To optimize your Shopify store for SEO, you need to:

• Focus on long-tail keywords matching customer intent and integrating them naturally into titles, descriptions, and ALT text.
• Compress images and use clean, descriptive URLs to improve loading speed and search engine understanding.
• Regularly update content, fix broken links, and submit sitemaps via Google Search Console to ensure the site is fully indexed.
• Create valuable blog content to attract organic backlinks and increase rankings.

What does Shopify struggle with?

Shopify is a robust e-commerce platform, but it has its limitations. Some common challenges include:

• SEO Limitations: Duplicate content, limited control over URL structure, and lack of full customization for certain meta tags can hinder SEO efforts.
• Customization Costs: While the platform is user-friendly, advanced customizations often require paid apps or developers, which can increase costs.
• Transaction Fees: Shopify charges transaction fees unless you use Shopify Payments, which may not be available in all regions.
• Scalability for Large Businesses: While excellent for small to medium-sized businesses, large enterprises may find it lacks the flexibility of other platforms for highly complex needs.
• App Dependency: Many features require third-party apps, increasing costs and complicating workflows.

Do Shopify tags improve SEO?

Shopify tags are primarily used for organizing products, collections, and blog posts within the platform but don’t directly impact SEO.

• Indirect SEO Benefits: Tags can enhance user experience by helping customers navigate your store, which might indirectly improve SEO through better engagement metrics (e.g., lower bounce rates and longer session times).
• No Direct Ranking Influence: Search engines like Google do not use Shopify tags as a ranking factor, so adding tags won’t improve your rankings directly.