Optimising Your Shopify Plus Store for Google

As an eCommerce store owner or digital marketing manager, you’re perpetually on the quest to enhance your online visibility, attract more traffic, and ultimately boost sales.

Optimising Your Shopify Plus Store for Google

Unlock the secrets of SEO success for your Shopify Plus store with our in-depth guide. Discover actionable tips on site optimisation, content strategy, and technical SEO best practices to enhance your online visibility and drive eCommerce growth.

In this dynamic world of Search Engine Optimisation (SEO), where every minute counts, pinpointing strategies that yield tangible, measurable results is key.

You already know the power of Shopify Plus in streamlining operations. By integrating the right SEO strategies, you can unlock its full potential. Whether it’s the overload of information, technical complexities, the ever-changing algorithms, or intense competition in the eCommerce realm, we’re here to simplify SEO and arm you with practical, enduring solutions. Continue reading to understand why SEO is not just beneficial but essential for your eCommerce success, particularly in making your Shopify Plus store a frontrunner in SEO performance.

How to Optimise Your Shopify Store

Understanding the Basics of Shopify SEO

For eCommerce professionals aiming to boost their online presence, grasping the fundamentals of Shopify SEO is crucial. Shopify, renowned for its robustness, includes built-in SEO tools that significantly enhance your store's visibility on search engines. These tools enable you to optimise titles, meta descriptions, alt tags, and more, ensuring your products and pages are both well-structured and search engine friendly. However, unlocking the full potential of Shopify SEO goes beyond just utilising these tools. It involves diving into the art of keyword research and understanding the nuances of user intent.

Keywords are the linchpin connecting your customers' searches with your store's offerings. Effective keyword research, coupled with insights into the intent behind these searches, allows you to tailor your content, product listings, and meta tags to match your potential customers' needs. This alignment is crucial for driving organic traffic, enhancing click-through rates, and, ultimately, increasing conversions. For instance, using tools like Semrush or Ahrefs can help uncover valuable keywords. Additionally, understanding that a customer searching for 'buy lightweight summer jacket' (transactional intent) requires a different approach compared to 'what to look for in a summer jacket' (informational intent) can refine your SEO strategy.

Mastering these fundamental elements of Shopify SEO lays the groundwork for your eCommerce success in an ever-competitive digital world.

Site Structure and Navigation

Optimising your site structure and navigation is crucial for both user experience and search engine performance in your eCommerce store. Developing a user-friendly and SEO-friendly site hierarchy requires a strategic approach to content organisation. This involves arranging your content in a logical, easily navigable manner, which not only assists visitors in finding what they need swiftly but also aids search engines in understanding the hierarchy and relevance of your pages.

Breadcrumbs, the navigational aids that display the user’s journey through your website, are vital in this process. They enhance user navigation by making it more intuitive and aid SEO by providing search engines with clearer context on the relationships between your pages. For instance, a breadcrumb trail like Home > Men’s Clothing > Jackets > Lightweight Jackets helps users backtrack and improves keyword visibility.

Effectively leveraging collections and tags is another game-changer. Collections allow you to group related products or content, simplifying user exploration, while tags improve the findability of specific items. For optimal results, consider categorising products in collections based on common customer needs or interests and using tags that are specific and relevant to your products.

Additionally, with the rise of mobile shopping, ensuring your site structure is mobile-friendly is essential. This includes touch-friendly navigation and a responsive layout that adapts to different screen sizes. Also, don’t forget the power of internal linking. It’s not just about connecting pages; it’s about creating a web of resources that guide your users and search engines through your store’s narrative.

By mastering these aspects of site structure and navigation, you can forge an organised, user-centric, and SEO-optimised online store that distinguishes itself in the competitive eCommerce landscape.

On-Page SEO for Product and Collection Pages

When it comes to on-page SEO, paying meticulous attention to your product and collection pages can be a game-changer. Begin by crafting compelling meta titles and descriptions for each page. These elements act as your digital storefront signage, inviting potential customers with a sneak peek of what awaits. Ensure these are concise, keyword-rich, and within the recommended character limits to maximise their effectiveness.

Equally important are unique, high-quality product descriptions. They should not only inform your visitors but also showcase the benefits and features of your offerings, integrating keywords naturally to boost both readability and SEO. High-resolution images are indispensable in online shopping, but their impact extends beyond visual appeal. Optimising these images for speed – through appropriate file formats and compression – ensures quick page load times, contributing to a superior user experience.

Incorporating schema markup on your product and collection pages can significantly enhance your visibility in search results. This structured data helps search engines understand and display your products more effectively, potentially leading to more informative search listings with features like price, availability, and ratings.

Don't overlook the power of internal linking. Strategically linking to related products or collections not only improves navigation but also distributes page authority across your site, bolstering your overall SEO efforts.

By honing these on-page SEO strategies, you’re not just elevating the appeal of your online store for visitors but also enhancing your capability to attract and retain customers in the highly competitive eCommerce sphere.

Technical SEO Best Practices

The backbone of a well-optimised eCommerce store lies in its technical SEO best practices, which significantly influence both user experience and search engine rankings. A critical component is ensuring mobile-friendliness and responsiveness. With a significant portion of online shopping occurring on mobile devices, it’s imperative to have a site that adapts flawlessly to different screen sizes, featuring touch-friendly navigation and quick-loading mobile pages.

Site speed is another crucial factor, impacting both user satisfaction and search rankings. Utilising tools like Google PageSpeed Insights or GTmetrix can help measure and optimise your page load times, a key factor in keeping visitors engaged and reducing bounce rates.

Implementing SSL (Secure Sockets Layer) is vital for site security, safeguarding sensitive customer information. Beyond security, SSL also offers SEO advantages, as search engines favour secure sites, helping to build trust and credibility with both search engines and users.
Regularly addressing and rectifying 404 errors and broken links is essential in maintaining a smooth user experience and a healthy SEO profile. Utilising tools such as Google Search Console can aid in monitoring and fixing these issues promptly.

Additionally, incorporating structured data and maintaining an up-to-date XML sitemap are pivotal in helping search engines understand and effectively index your site.

Collectively, these technical SEO best practices fortify the foundation of your eCommerce store, ensuring it operates seamlessly, remains secure, and achieves high search engine rankings, thereby driving traffic and sales.

Content Marketing and Blogging

Content marketing and blogging are indispensable tools in your eCommerce SEO arsenal, enabling you to build a robust online presence and effectively engage with your target audience. Shopify’s built-in blogging platform offers an excellent foundation for publishing and optimising content for search engines. Creating high-quality, informative content around keywords that reflect your audience’s interests and pain points is key to establishing your authority in your niche and attracting organic traffic. This involves not just identifying relevant topics but also employing compelling storytelling and valuable insights to keep your audience engaged.

Additionally, the strategic acquisition of backlinks, or inbound links from reputable websites, plays a significant role in enhancing your site’s SEO credibility. The goal is to organically earn these backlinks through the creation of content that is so valuable that other sites are naturally inclined to reference and share it. Strategies like guest blogging on relevant sites or forming partnerships with influencers and industry leaders can be effective in gaining quality backlinks.

Moreover, it’s important to actively promote your blog content through channels like social media and email marketing to maximise its reach and impact. Using analytics tools to track the engagement and conversions generated by your content can provide insights into its effectiveness and help refine your content strategy.

By leveraging the power of content marketing, blogging, and backlinks, you not only drive traffic but also bolster your eCommerce brand’s credibility and visibility, fostering a dynamic and influential online presence.

Optimising for Local SEO

Optimising for local SEO is crucial, especially for businesses with a physical storefront or a local service area. A key step in this process is setting up and meticulously optimising your Google My Business (GMB) profile. This involves not just ensuring your business details are accurate and your operating hours are current but also actively using GMB posts to engage with your local audience. Regular updates and showcasing your offerings through photos and updates can significantly improve your visibility in local search results.

Encouraging and managing customer reviews on your GMB page is pivotal. Positive reviews bolster your online reputation and directly impact your local SEO rankings. Developing strategies to encourage customer feedback and effectively responding to all reviews, positive or negative, is essential in building trust and visibility.

Incorporating local keywords into your website’s content, product descriptions, and blog posts is another effective strategy. This helps in aligning your online presence with local search queries. Additionally, building backlinks from local directories, community websites, or local news outlets can enhance your local SEO efforts.

Another critical aspect is ensuring NAP (Name, Address, Phone Number) consistency across all online platforms. Inconsistencies in this information can undermine your SEO efforts and confuse potential customers.

By investing in these local SEO strategies, eCommerce businesses can effectively bridge the gap between the digital and physical realms, making it easier for local customers to discover and interact with your brand.

Harnessing the Power of Social Proof and Reviews

Displaying customer reviews on product pages is not just about building trust; it also holds the potential to earn rich snippets in search results. Rich snippets, which provide a visual enhancement of your listings through star ratings and review counts, can make your products stand out and offer invaluable credibility. Achieving these involves incorporating structured data, like schema markup, into your site.

It’s important to showcase a variety of reviews, including neutral or less positive ones, as they add authenticity to your offerings. Responding thoughtfully to all types of reviews demonstrates your commitment to customer satisfaction and continuous improvement.

Encouraging user-generated content, like customer photos and testimonials, is crucial. This not only adds authenticity but also deepens the connection between your brand and your audience. Implementing strategies to encourage this content, such as social media campaigns or incentivising customers to share their experiences, can significantly amplify this effect.

Integrating these reviews and user-generated content on your social media platforms can further broaden their reach and impact. This form of dynamic social proof, showcasing real people benefiting from your products or services, is a powerful tool in driving conversions.
Additionally, tracking the impact of social proof and reviews on sales and customer engagement is vital. This can help you understand the effectiveness of these strategies and guide future efforts.

By embracing these strategies, you leverage the influence of satisfied customers to enhance your brand's reputation, boost conversions, and thrive in the competitive eCommerce landscape.

Monitoring and Analytics

Monitoring and analytics serve as the compass guiding your digital journey, offering crucial insights for informed decision-making. Effectively using tools like Google Analytics and Google Search Console is paramount in understanding and enhancing your website’s performance.

Google Analytics provides a wealth of information, including user behaviour, traffic sources, customer demographics, and conversion rates. These insights are essential for refining marketing strategies, understanding customer preferences, and improving user experience. Google Search Console, on the other hand, offers a more technical perspective, allowing you to see how your site appears in Google search results, monitor indexing status, and identify and rectify any crawl errors or security issues.

Regularly monitoring keyword rankings is also critical. Utilising tools like SEMrush or Ahrefs can help you track your site's performance for specific keywords, enabling you to identify trends, capitalise on opportunities, and address any weaknesses in your SEO strategies.

Beyond these, incorporating additional analytics tools, such as heat mapping tools like Hotjar or customer feedback platforms, can provide deeper insights into user interactions and preferences. This data should not only be monitored but also translated into actionable insights. Regular reporting and analysis allow for ongoing adjustments to your content strategy, website design, and overall marketing approach, ensuring that your eCommerce venture remains agile, competitive, and continuously optimised for success in the ever-evolving digital landscape.


In conclusion, SEO is a continuous, evolving effort in sync with the ever-changing digital landscape. By using a diverse array of strategies and techniques essential you can thrive in the competitive eCommerce arena. It’s crucial to understand that SEO isn't a one-off task but an ongoing commitment to enhancing your online presence and engaging your target audience.

As eCommerce store owners and digital marketing managers, your pursuit of SEO excellence should be relentless and adaptable. Staying abreast of the latest SEO trends and best practices is imperative to adapt and refine your strategies effectively. In doing so, not only will you grow your online store's visibility, traffic, and sales, but you'll also establish yourself as a formidable competitor.

Remember, the strategies we’ve discussed—ranging from site structure and content marketing to technical SEO and analytics—are foundational elements in your SEO toolkit. As you continue to adapt and evolve these strategies, consider this not as the end of your journey but as the beginning of a new chapter in your eCommerce success story.


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