With Shopify, you can start your own eCommerce business. You have this great product that you think will sell. But, you wonder how you are going to make your eCommerce business stand out from the other Shopify stores.
Where do you start?
Whether you just started your Shopify store or already have one, using SEO for your Shopify store is a guide that will walk you through what you need to beat other Shopify sites and rank in Google.
What Is SEO for Shopify Store?
What is SEO you wonder?
It stands for “search engine optimization,” and it is the process of improving aka optimizing your website to increase your traffic. This is done by catering your website to search engines like Google so you can be seen in the top search results.
SEO for Shopify is the same but for optimizing your Shopify website so that it can be seen in the top results in Google or other search engines.
How does Google’s Search Engine work?
Just make your website better and you’ll be in the top search results. Simple enough, right? Wrong.
By using my definition, it is simple enough, but Google’s search engine is far from simple.
There are many factors that Google’s algorithm looks at to determine where to place your website in the search results.
Some factors include keywords, links, content, URL, domain rating, and many more.
SEO Resources For Your Shopify Store
Before we get started in optimizing your Shopify website, here are some recommended tools that will help you be on top of your website.
Google Analytics is a highly recommended tool that can be used in many different ways. It is a web analytics service offered by Google that tracks and reports website traffic.
You can use it to get data on who is looking at your website and what they click on your site. It also includes data on which pages users exit out in the first few seconds (bounce rate) and many more. Google Analytics’ data can help find what you need to improve for your website and even help you find your audience.
Google Analytics is a free and easy tool to set up on Shopify.
Google Search Console
Google Search Console is another recommended free tool that will help you with your SEO. It helps you measure your site’s search traffic and even shows which page is working the best and even errors in your site.
All you have to do is upload the sitemap of your website and Google Search Console will track all the pages your website has.
Once you have Google Analytics and Google Search Console, you can start optimizing your Shopify site. The first part of SEO is keyword research.
What Is A Keyword?
Keywords are words that people use to search for a specific topic on the internet. It could be as simple as “dog parks” to “how to start your Shopify store.”
By optimizing your Shopify website towards a specific keyword, it will have a higher chance of being chosen by Google to be in the top search results. For example, if you search for cat toys, you will get Shopify pages that optimized for that keyword.
What Is The Searcher’s Intent?
Aside from choosing a keyword that matches what’s on your website, you should find a keyword that matches people’s search intent. People search differently for the same topic. The way people search is related to where they are in the sales funnel when it comes to searching for products or services.
Depending on the user’s searcher intent or their main goal for their search query, people use different keywords when searching. Do they want to find a specific item or do they want recommendations? Do they want to know about your product or do they want to find a deal?
There are different keywords for each stage of the sales funnel for the same topic. For example, here is how some users may search for stuffed animals:
- Best stuffed Animals
- This is in the interested stage in the buyer phase where people want to know more about different types of products.
- Stuffed animals for sale
- This is in the consideration stage where you want a stuffed animal but will only buy one if you found a stuffed animal that you like and have a good deal.
- Small pink bunny stuffed animal for all ages
- This is in the intent stage where you know you’re going to buy one but you are looking for a specific type of stuffed animal.
- Bunni the Bunny Rabbit
- This is near the purchasing stage and you have a specific stuffed animal from a specific store that you want to buy.
You’ll find that Google will give you different search positions because specific pages better match those keywords and searcher’s intent. If you don’t consider the searcher intent as well, you might not be able to rank in Google’s search results.
Here are some examples:
“Best stuffed animals” is a phrase that a user will usually use if they are interested in buying a stuffed animal and they want to know what’s a good recommendation. Google understands the intent and you’ll find that most of the things Google outputs from this search are blogs. These blogs then have recommendations for best-stuffed animals and even links to the products they recommend.
As the searcher’s intent changes, the keywords change. With that, Google’s search results change. By searching “Bunni the Bunny Rabbit,” Google will output a product page for that specific product. This is because people who search this want this specific product and are looking for a product page.
We’ll go back to how to optimize your pages in the later section but for now, keep in mind the searcher intent and where they are in the sales funnel.
Keyword Research aka How Do You Find The Right Keywords?
In the previous section, we talked about the sales funnel and how the keyword changes with the searcher’s intent. This is actually a good place to start when thinking about your keywords.
Look at this in a searcher’s shoes. Write down different ways you would search for something. Start by looking for the general product then be more specific. After, write them down and separate them by searcher intent and where they are in the funnel. This will help you optimize your different pages later.
There are many tools to help you find and pick keywords. You can even find keywords using Google. When you search, you find that Google automatically tries to complete your search. Also, if you go down, Google will give recommendations on similar topics.
Here are some more to try out:
- Google Trends
- Google Keyword Planner
- Answer the public
- Keyword surfer
- Here are some other recommendations
These are some examples of how they look:
Another one is Answer the Public. It is like Ubersuggest where you can put 1-2 keywords and it will give you other keywords people use with the 1-2 keywords you put in. It is a good way to get different keyword combinations.
Choosing Good Keywords
After finding possible keywords, which ones should you choose?
One big consideration is to look at how competitive a certain keyword is. Typically, single keywords are very competitive because there are a lot of people ranking for them. If you search for “shoes”, there’s a lot of people going for those keywords. Typically, they are bigger companies with more resources to rank higher.
There is a way to get around the competition. When choosing a keyword, it is a good idea to use long-tail keywords and modifiers to be more specific. Long-tail keywords are keywords that are more specific and usually longer. Keyword modifiers are words that you can add to make a more specific long-tail keyword.
Long-tail keywords: “men’s Nike tennis shoes”
Modifiers: “men’s”, “Nike”, and “tennis”
By doing this, it narrows down the search and reduces the amount of competition there is to rank for the keyword. Also, by being more specific, it can match people’s searcher intent. You’ll help people who are actually interested in your product to click on your Shopify website and make a purchase.
If you have a keyword in mind, you can use Ubersuggest and search that keyword to see the difficulty to rank for that keyword. The higher the SEO Difficulty (SD) is, the more competitive it is.
After looking at the competitiveness, you should look at the search volume. Although you get a keyword that’s not competitive, you shouldn’t pick it if no one is searching for it. You may be number one in Google’s search result but you won’t get a lot of traffic. Try to find a happy balance between both.
Here are some things to consider when choosing a keyword with a good search volume:
You might have run across an online store that has some nice and fancy section names. Although it’s pleasing to read, most people don’t search that way.
Let’s take a look at “Gifts & Delights” vs “Unique Gift Ideas” on Google Trends
Fancy but zero searches. Which keyword would you choose for your gift section?
Of course, you would choose the one “Unique Gift Ideas”. You may not rank number #1 on Google but it’s a lot better than having zero search traffic.
Plural vs Non-Plural
What is the difference between a plural and non-plural keyword? Wouldn’t you get the same thing? Although you are searching for the same thing, you’ll be surprised that there is a slight difference in search volume.
Let’s look at the difference between “stuffed animals” and “stuffed animal”
In this graph, we can see that the non-plural keyword has a higher search volume and you might consider choosing this over the plural version.
There isn’t a hard rule for this because there are times when the plural version of a word has a larger search volume than their non-plural counterpart. You’ll have to see which one has a larger search volume.
Term Usage Over Time
Language is always changing and people begin to use different words for the same thing as time goes on. It’s good to keep up with how people think and search.
Here is an example of how Google rebranded. This shows how Google Adwords slowly became known as Google Ads.
You might have noticed why a certain keyword isn’t getting the same amount of search volume as it usually did in the past. It is a good time to see if that keyword is becoming out of date and time to find the more up to date keyword.
Name Things How People Search
Similar to having a fancy name, people describe their product in a way that most people don’t search for them. Although the description is correct, most people don’t really search like that. One example is using color to describe a product.
Let’s look at two different descriptions that could be used for the same product.
Although the description may be more specific and describe the product more, the amount of people that search that way is smaller.
How would you describe this flower?
If you know this specific flower, you would use Fuschia but most people would say a pink flower. It is similar to choosing a description of your product. The best way to find out is to ask around and compare the keywords in Google Trends.
Common Mistake: Using Internal, Technical , or Manufacturer Jargon
Being an expert in your product, you might talk and write a different way. For example, if you work in a shoe store, you might say footwear instead of shoes. However, most people wouldn’t say footwear instead they would say or search for shoes.
Let’s compare “men’s footwear” to “men’s shoes”
You’ll see that people use shoes more than footwear. It doesn’t mean you can’t use footwear but it’s better to rank for “men’s shoes” than “men’s footwear.”
Optimizing On-Page SEO
You thought of some good keywords. It’s now time to optimize your pages by using those keywords.
Category Page (aka Collections Page)
For your collection page, there are a lot of things you can change. However, the first thing you can optimize is your title. Depending on what keyword you chose for your title, it can change how the whole collection page will look. For the most part, it should match the searcher’s intent that is associated with the keyword you chose.
If you picked a title using a keyword like “Samsung TVs for sale,” your collection page should have Samsung TVs for sales. This is because people who search this keyword are looking specifically for Samsung TVs for sales. Another example is if instead, you choose a title using a keyword like “4k Samsung TV’s for sale,” your collection page should be more specific and have only 4k Samsung TVs for sale.
The reason why you should base what’s on your collection page on the keyword you chose is that it has to do with the searcher intent. If they search for something, what they click should be what they want to see or something related. The more relevant the product is to the keyword you use, the more likely it is to rank higher in Google’s search results.
What if you already created your collection page(s)? Most of the time, you might have a title that is already matching your products. But, you’re still not ranking. There could be two factors to it.
The first factor is that the keyword you used for your title is too competitive and other sites are outranking you because their content is more relevant to the keyword or their domain authority is higher than yours. To get around this, you just have to find a less competitive keyword that you can rank for but still has search volume. Sometimes it can be as simple as changing the order and one word.
Here we use Ubersuggest to see the search volume and the keyword difficulty between “stuffed animals” and “animal plushies”.
One has a large search volume but high competitiveness while the other has less search volume but not as competitive. “Animal plushies” might be a better option to start off in until your Shopify site gets bigger.
The second factor is the keyword that you used for your title matches the product of your category pages but it doesn’t match completely. It could be too broad and result in the same problem as the first problem in being too competitive and it doesn’t completely match what people are searching for.
To get around this, you can change your keyword to better fit the products on your collection page. This will result in a more relevant collection page that is preferred by Google and the people that are searching for something.
However, sometimes it’s better to break up your collection pages into smaller collection pages with more specific products and less competitive keywords. You can even keep the general collection page but change the keyword to better match the searcher’s intent to have a higher chance of them clicking. As a result, Google will increase your chances of ranking higher.
Although changing the keyword you use for your title will get less search volume, you have a higher chance of ranking higher in Google. But, more importantly, as you become more specific with your keyword and matching searcher’s intent, you’ll realize that you’re targeting people lower in the sales funnel who are more likely to purchase.
The second thing you can change on your collection page is in the content description. This is where you can describe the keyword you used as your title.
Some Shopify stores don’t have a content copy but it can really help boost your Shopify website. Google loves content especially when the description is relevant to your title and overall page.
You’re going to hear this a lot but you’ll have to use keywords or the same keyword you used as your title. By including your keyword(s) and related keywords aka LSI keywords in your content description copy, it sends a signal to Google saying this website has a relevant page about “Community and Regional Cookbooks.” Because Google finds this to be a relevant website to the topic of community and regional cookbooks, it will put that collection page higher when it’s searched by that keyword or related keyword.
How much do I write then? You should write between 1000-2000 words.
However, be careful where you put the words. The words on the section above the product items should be kept down to 50-100 words on the section above the product items. This is to prevent your content copy from pushing down what users came for which is the products.
For the rest of the words, you can either: include a “read more” button OR put it under the item images. This is the most optimal because you’re able to have more content without messing with the UX (user experience).
Optimizing your product page is similar to optimizing your category page. You just have to think more along the line of how your customers are searching. When most people land on a product page, they typically are searching using specific keywords that will get them a product page. They won’t be using the same keywords as the one on your collection page. If the searcher’s intent associated with the keyword wants a product page, then optimize it as a product page. If it isn’t a product page, like what we went over in the Collection Page, you might want to use a different keyword that better reflects a searcher’s goal while still matching your product.
For example, if you have a product title called “pink stuffed bunny”, it won’t rank as well and it would get any sales. Google knows that more people are looking for a collection of “pink stuffed bunny.” To optimize your product title, you have to be more specific on the name to get the best result.
Here you’ll see that you’re going to get a majority of collections pages.
When you search for a keyword that is more specific to the product name like “Bunni the Bunny Rabbit”, it will display the exact product page and is more likely to be on the top results. This is because this keyword is exactly targeting a specific product and the page matches it. This results in having a page that is more relevant to the searcher’s intent and Google likes when that happens.
Although the search volume for this keyword is low, it has large sales potential because people who search like this are already near the bottom of the sales funnel. This large sales potential is called high search intent in SEO terms.
The next thing to optimize is your product page’s content description. Like the collection page, it is a way to describe your title and what you are trying to sell. Again you’ll be using keywords you found that people are searching for when it comes to your product.
Have a look at these two product pages:
Above, there are two product pages examples. The first one is Amazon with a slow cooker and the second one is Solo Stove’s bonfire. Both have a product description that has a brief description of the product without pushing down important information like the “add to cart.” However, what makes these two pages different from most product pages is the amount of content there is. There is a lot. You’ll read more about additional content in the next section.
Another important thing to do is to use the keyword that you used in your product title especially at the beginning of your product description. Afterward, they should be found throughout the product page.
Here is an example:
In the product page for “Gourmet’s Guide to New Orleans”, the content description uses it in the beginning and then starts describing it with other LSI keywords. This is a good way to boost your SEO score
When writing your content for your product, you can go on and on about it. Google prefers more content. But like the category page, you should stay within 50-100 words on the area above the images and have the rest of the content below it. This way so it doesn’t push down more important content on your product page. You can look again at the Solo Stove and Amazon example above.
You can use a “read more” button or FAQ accordions to hide some content and if searchers want to read they can read it.
Another solution is to add an “Additional Details” section on your product page.
Here we see Cookbook Village’s product page for “Gourmet’s Guide to New Orleans.” Cookbook Village already describes its product in the beginning but decided to include more details at the bottom. By doing this, they add more content without pushing down the price and the “Add to Cart” button.
Writing this way allows product pages to have more keywords that will help it rank higher when someone searches for it. “Gourmet’s Guide to New Orleans” and Solo Stove’s bonfire will do a lot better than product pages that didn’t add as much content. Again Google loves to see websites that have a lot of relevant content in their pages. Google then rewards them with a higher position in Google’s search results.
If you have a lot of things to say about your product, don’t be scared to add it. Nothing beats a well-written description of your product. Not only does Google like relevant topics but customers would love to know about your product. Just remember not to push the important things on the product page down.
The last way you can optimize your product page is having a review section. It’s the cherry on top that can really help you generate new and unique content. It also helps show how other customers liked your product. But, another thing it does is it bulks up your page and since it’s in the bottom, it doesn’t mess up the main goal of the product page is to sell your product.
More content, the better.
Google loves fresh and unique content. Who better to write them than customers who used them. They can provide descriptions that you would never have thought of before.
How do you get people to review then? Incentivize them. That’s how Amazon started and now it has crazy reviews that fill up the page.
Some Shopify websites don’t have a blog because they don’t think it’s worth the time and effort. However, blogs can be a good source of traffic.
With UberSuggest where you can see a domain’s or website’s top pages.
Beardbrand is a Shopify store that started off as a blog sharing their knowledge of growing and styling beards. Eventually, they started their own business selling products associated with beards. You can see that their top pages are blogs getting large amounts of traffic.
Although those articles aren’t necessarily selling their product, they are providing great content. This brings many people to their sites and eventually buy their product. These articles do this by internally linking to their collection or product page. You can find these links in the navigation bar or spread out through the article text.
Like I mentioned in the searcher’s intent section, people who are searching for recommendations are at the top of the sales funnel and blogs are a good way to satisfy their interests. Once they’re on your blog, there is a good chance they will continue or come back to your Shopify website to look at the product your blog recommended.
Another benefit that blogs can do for your SEO for your Shopify is it can be used to support the main keywords you are going for.
Pillar Content: covers all aspects of the topic on a single page then has more focused content linking back to it
For example, Beardbrand has multiple articles that talk about how to take care of your beard or mustache. These blogs then have internal links via relevant keywords in their article back to their home page and even other articles. Google will see this semantic relationship and boost Beardbrand’s authority on the subject of beards, mustaches, etc. Google will then trust Beardbrand more on the topic of men’s beard and put them on the top of its search result.
Optimize your Blog
When creating your blog, there is no such thing as too much content. More is better in Google’s eyes. You can write as much as you want but most people recommend a minimum of 500 words.
Using a Google extension called Keyword Surfer you can see the estimated monthly traffic of a page and other things. For now, we are using it to see the number of words a page has and compare it with others.
How do I optimize my blog?
When writing a blog post, you don’t need to optimize it too much. If you write an article where it matches the keyword topic you chose, it will already be about 80% optimized.
If you wrote a story about your first day of high school, you’ll naturally write keywords related to the topic and even use “first day of high school” across your article. The remaining 10% is the URL, title, headlines, and content (using specific keywords).
Tip: Don’t get too preoccupied with using specific keywords throughout your article in hopes of fully optimizing your blog. Although Google will go through your article and see the keywords, it is people that really read it. Just write some good content that people will read and you’ll do well in your SEO.
For URL and title, I will briefly go over it in the SERP section.
SERP (aka Search engine results pages)
SERP is known as search engine results pages. It is what you see when you Google search something.
Having a proper title applies to all the pages. Similar to the previous times it was mentioned, you need to have a title that includes a keyword you are trying to rank for and that people will search for.
For Beardbrand’s “Top 21 Best Beard Styles & The Best For You” article, they have beard style as their main keyword. When people search “beard style” it is ranked second in the Google search result. When you click the article, it is exactly what you are looking for. It even includes “beard style” 32 times throughout the page.
If you choose a keyword and title that doesn’t match your content, it will be very hard to rank high in Google.
In addition to optimizing for a good keyword, it is good to create a title that stands out from the rest of the other SERP. This works well, especially for article pages. In the example above, Beardbrand used a power word. It is not just the Top 21 Beard Styles but the Top 21 Best Beard Styles.
Like keyword modifiers, it also helps to rank for longer-keywords that not many people are ranking for.
Although Beardbrand is not first for “beard style”, it is ranked first for “best beard style.” Having a good title can change you from being third to being first. Although that is only two positions higher, its effect is big. Going up a position does not have a constant increase in traffic but it has an exponential effect. By being first you can get up to 31.7% of all clicks while being in fifth might get you significantly less. It’s important to choose your title well by doing your keyword research.
The next thing to optimize for your Shopify pages is the URL. Creating a friendly and easy to read URL will help users know what they are going into when going through your page and it’s better for Google’s algorithm.
How do you optimize your URL?
The biggest thing again is to include your keyword(s) you want to rank for. Typically the URL will be the same as the title that you put for the page. But, your title could be too long and include numbers. Short URLs usually look and rank better than those that aren’t. It is easier for people and Google to read.
A general rule is to have only up to 5 words in your URL. If you don’t, you can edit out unnecessary stings and only include the keyword(s) you are ranking for. Here is an example of one of BeadBrands articles:
Although the title is “How to Grow a Thick Beard Fast: The Only Guide You’ll Need”, its URL only includes how-grow-beard. Compared to how-to-grow-a-thick-beard-fast-the-only-guide-you’ll-need, they provide a cleaner URL. Even if you search “how grow beard”, it will be near the top of Google’s search results.
This is because if you look at UberSuggest, one of Beardbrand’s keywords is “grow beard.” The URL still includes the keyword.
Include the keyword you are ranking for and keep it simple and it’ll help with your SEO
Similar to the content description in both the category page and the product page, it describes what’s on the page. But, there is also a limit you can include in the meta description. Typically, the meta description will automatically put the first 150 characters in your page and blur the rest. However, you don’t need to put what’s word for word the first 150 characters of your page. It’s better to edit your meta description so it’s optimized.
What should I include in the meta description?
Again, you’ll need good keywords. If you look at Beardbrand’s meta description for “Top 21 Best Beard Styles & The Best For You”, it gives a summary of the article while using the keyword “beard style” and related keywords throughout the description.
By creating a well-optimized and relevant meta description, Google boosts BeardBrand’s SEO since everything is being optimized towards specific keywords. When people search that keyword, Google will prioritize it.
Links (aka Off-Page Optimization)
You optimized your pages (On-page optimization) and now it is time to move to your links (Off-page optimization).
What are backlinks?
Backlinks are links from one website page to another website. But, they’re no ordinary links. They are one of the three main factors that Google uses to rank web pages. If you look at your search results, sometimes you’ll find one page that doesn’t really match your search.
How does it work?
The other factor is content and that’s why keywords are important. However, backlinks also help rank certain pages even if the content isn’t matching everyone else or if you’re a smaller website. With the help of backlinks, you can rank your Shopify website higher.
Here we are using a free Google extension called MozBar, you can see how many people are linking to a page (backlinks) and even see a page’s Page and Domain authority. Beardbrand may have lower Page and Domain authority, but they have more backlinks. This helps them outrank a page like Men’sHealth.
Backlinks can be seen as “likes” from other domains. By having more like, it sends signals to Google saying the content is useful, valuable, and credible. Google would put that web page with more backlinks because it is trusting those “likes” as an indicator that people like the content.
How then do you get backlinks?
One way is to ask. The first place to ask is your manufacturer or supplier. After you can ask other people you think are interested in your topic or product as resources that can benefit their page. By backlinking to each other, you’ll help each others’ SEO.
There are other ways in getting backlinks and by putting the effort into them, you’ll help your Shopify store to rank in Google.
However, the most important thing is always content. Great content promotes itself. If your content is great, people will link to your page on their own. For example, Storypick wrote an article “6 Trending Beard Styles From 2018 You Can Still Sport In 2019” and linked one of Beardbrand’s articles as a reference.
We talked about internal links and how it could be used in blogs to link to your various product pages. But, internal links can really help with your SEO as well.
Internally linking to other pages of your site is a good way to spread your SEO or “link juice” around. If one of your pages is doing really well and is ranking, it can help one of your other pages that aren’t doing too hot.
It’s like a champagne tower. As the top glass (top page) is being filled, the rest of the champagne is slowly pouring out from the top glass. Eventually, even glasses (other pages) at the bottom would get something.
SEO works like a champagne tower. You can have pages that are doing good and can use them to help other pages by linking to each other.
You have your backlinks and internal links but it’s time to talk about outbound links.
Outbound links are links where you link to other pages. There are even some outbound links in this article.
What will you get out of outbound links?
The first thing it does is that it builds trust towards your website. It is like quoting from experts to add to your own content and building credibility. By doing this, it shows that you know the topic you’re talking about and where to find resources about that subject. However, most importantly, your content can become very relevant with the addition of other resources. A claim needs to be backed up and linking to other pages can do help with that.
Although outbound links prove someone’s credibility, it can also hurt your reputation. You wouldn’t want to quote someone who is wrong. For your Shopify website, you shouldn’t link to spammy websites or dead-end links (404 errors). Your readers and Google will associate your website with spam content or unhelpful. They wouldn’t want to come back and your ranking will go down.
But still, outbound links are really helpful when used right. It can help with user experience. When someone is reading your content and there is something that they want to know more about, you can link it to another page where they can find a more detailed explanation. You can see this happening even in this article.
Another benefit of linking to other pages is you might even get a backlink yourself. Outbound linking tells other websites that you’re participating in the web’s natural linking environment. It’s like giving a like back to a page that liked your page.
Tips: When using any links, make sure you choose the option where it creates a new tab when a user clicks on the link. It’s so that people can come back to your page after reading from the link.
Best Practices For Shopify SEO
When you’re running your Shopify site, you might have to have some problems. These can be in the form of a 404 error.
404 aren’t bad for users because they can simply go back but it’s not good for Google. When Google goes through a website, it will go through everything. If they run into a 404 in your site, they will lower your SEO because Google is wasting resources scraping a 404 page.
Also, all of the SEO value that page had disappeared with it. Although one product page might not have a lot but imagine if it was multiple pages.
To make sure your 404 doesn’t hurt your SEO, you’ll need to redirect them.
One good plugin is to use Easy Redirects by ESC. It allows you to redirect pages in bulk and can track 404s. Another good tool to use is Google Search Console. After uploading your site, you can go to a section called “Coverage” and see if you have any errors.
There is another popular tool you can use to check for errors and it’s Screaming Frog SEO Spider. It’s a program that can scrape your website to find common SEO problems.
After you have a tool to check for errors, it’s important to keep track of 404 as you keep growing your Shopify business. A good recommendation is to check at least once a week.
Google loves unique content. However, you might have copied some content because you don’t have much time. It’s understandable but this could hurt your SEO.
One example is in your product description. You can find some companies that just use the manufacturer’s description.
Here is a product page from Amazon and they are known to sometimes copy the manufacturer detail.
Although it’s easier to copy something that is already made, it will hold back your SEO for your product page. It can be especially bad if you do this for a majority of your product pages which makes a majority of your SEO. This sends a signal to Google that your content is unoriginal, you can find it elsewhere, and is poorly written.
You might say that Amazon does this. But, they can get away with it because the copied content doesn’t make the majority of its content. In the Product Page section, we talked about having a review section and how it can create fresh unique content. For Amazon, it has a huge review section and other content that can outweigh the effect of duplicating manufacturer details. Amazon just has a lot of content that is unique that they don’t need to worry about copying sometimes.
In the end, it’s still better to put the time in creating unique content. Amazon puts a lot of effort into it and nothing beats being natural. It’ll really help your SEO starting off or even when you’ve been in the eCommerce business for a while.
Handling Duplicate Pages
Aside from duplicate content, there is a possibility of having duplicate pages. You already know that Google doesn’t like duplicate content.
In some cases, it’s not bad to have duplicate pages. There are different variations of the same product. You can create a different product page for those different variations. You can have different sizes, colors, or designs for a single product. For example, you can have a type of shoe but for some reason, people just love the blue design so you create a separate product page for that one.
However, for the most part, having too many duplicate product pages can be bad for your SEO. Going back to the champagne tower, if there are too many glasses, you’ll need more champagne to eventually reach all the glasses. There are a few ways for you to get around this and not hurt your SEO.
The first option is to redirect the page towards a single page. This will redirect Google to the page you want it to go to and it won’t hurt your SEO. Google won’t be going to multiple duplicate pages. However, it also redirects users and it doesn’t make a good user experience.
The second option is to use canonical tags. It is a way of telling search engines that a specific URL represents the master copy of a page. Canonical tags make it so that only one page is looked at instead of having multiple duplicates that could hurt your SEO. Doing this prevents problems caused by duplicate content.
To do this, you have to go back to your code and add rel=”canonical” to your HTML.
NoIndex meta tag
The third option is to use a noindex tag. This can prevent a page from appearing in Google search results by including this tag in your duplicate pages’ HTML code to prevent most search engine web crawlers from indexing those duplicate pages on your site.
To implement a noindex tag, you place the following meta tags into the <Head> section of your page(s) you don’t want to index:
<meta name =”robots” content =”noindext”/>
There is also a Shopify plugin that you can use and you can find it here.
Tip: With Screaming Frog SEO Spider, you can see which of your pages have a canonical tag or a noindex meta tag.
Your images play a big role in attracting customers. Nobody wants to go to an eCommerce store with only words. But, did you know that your images can also help with SEO?
You have tons of pictures and all of them can help you rank. Again, it has to do with keywords.
When downloading a picture to your computer, it is important to name or rename it. Don’t just use a random name with numbers. Try using names that describe it and even include a keyword because Google also looks at file names.
In addition to file names, you should also use alt text. Before you upload your image to your Shopify store, you can add a description in the alt text section. With this, you’ll be able to add a description that will be seen if the image doesn’t load. But, it can also help boost your SEO because you can also describe it using keywords that you are trying to rank for.
Page speed is a ranking factor. Typically, it is the server and images that impact it. However, for a Shopify website, you don’t need to worry about the server because Shopify will take care of that. That leaves your images as the main factor in your Shopify website’s page speed.
A page won’t load as fast because the images weren’t compressed. If the file is too big, it’ll take more time to load. Luckily, Shopify has a plugin called Image Optimizer + Compression.
Doing all of these things for your Shopify store is a lot more work to do but it will help add to your SEO especially when your site is majority images.
Bonus: Google Map Pack (For ecommerce shops who have an in-person storefront).
Some of you guys may have a physical storefront and wonder what you can do with it. Here is something that can help your physical location. You might have heard of Google Map Pack and even have signed up for it.
Having your business in the Google Map Pack results can get people coming to your physical location. There are some people who prefer a physical location. When searching for a product or service, people look to Google Map Pack for recommendations.
Similar to Google search results, the stores are ranked, and being in the top significantly changes the amount of traffic you’ll get. Though this is different from ranking with just SEO. You have to optimize your Google My Business Listing.
Here are some ways to optimize them:
Reviews are a good factor in where you’ll rank in Google Map Pack. The better the reviews your shop has, the higher you’ll be in the list. Try to incentivize people in writing a review with a coupon e.g 10% off next purchase.
Questions and Answer
Add to your Questions & answer. By answering questions people have, it is a good way for people to know about your business and helping them before they even come to your physical location.
Adding photos of your physical store, logo, team members, etc can help people see what your store looks like and what to expect.
Like Google search results, the listing is determined by keywords. When adding a business description or post, you should add keywords. Here “burgers near me” is searched and the businesses that have “burger” in their description are on top and “burgers” in one of their reviews.
Posting in Google Map Pack is a good way to show that your business is active and Google will see that and choose to rank you higher in the list. Post something new like a new product, employee, or something interesting.
All these things will help your in-person storefront be noticed by Google and by people. If you want to find out more, here is another resource to look at.
Overall what is SEO for Shopify Store
That was a lot of content to go over and there are more things that I haven’t gone over. You might not know where to start. It’s okay and don’t worry about doing it all in one sitting. Take your time and really think about those keywords and your searchers’ intent. In the end, it’s creating great content that will provide what people are looking for. Keep searchers in mind and put the effort into optimizing and you’ll improve your SEO.