Shopify Development
If the store needs restructuring rather than optimising.
Explore Shopify buildsPhase 2 · Grow
Shopify SEO
Most Shopify stores rank for their brand name and almost nothing else. This is the work that gets your collections and products found by people who are ready to buy but don’t know you yet.
- From £1,250/month
- No minimum term
- AI search included
Leather work boots
Search result
Crawl waste11,204 → 312filter URLs
Product schema ✓
Collections ranking
The problem
Shopify handles the basics and then stops
Shopify does a reasonable job of technical SEO out of the box. Clean-ish URLs, mobile-responsive themes, decent page speed if you haven’t installed fourteen apps. That’s where the help ends.
What it can’t do is stop your product descriptions being identical to forty other retailers selling the same item, because you all pasted them from the same supplier.
It can’t structure your collections around what people actually search for. It won’t tell you that your filters have generated eleven thousand crawlable URLs, or that discontinued products are quietly turning into 404s and taking their rankings with them.
So most stores end up dependent on paid traffic. Which works, right up until you stop paying.
Organic search should eventually be your cheapest channel. For most Shopify stores it never becomes one, because nobody did the unglamorous structural work.
14apps, the point at which Shopify’s decent page speed stops being decent
40retailers selling the same item with the same pasted supplier description
11,000crawlable URLs your filters can quietly generate
Why ecommerce SEO is different
Six things that don’t apply to a normal website
If you’ve had SEO done on a brochure site before, this is a different discipline. Here’s what changes.
- 01
Collection pages matter more than product pages
Someone searching “leather work boots” is researching, not buying a specific item. That query is served by a collection page — which on most stores is a title, a filter bar and a grid of products with no content at all. Collections are the biggest untapped ranking asset in ecommerce, almost universally.
- 02
Your product descriptions aren’t unique
Supplier copy pasted across every retailer means dozens of near-identical pages competing. Google picks one, and it usually isn’t the smallest store. Rewriting descriptions sounds tedious because it is, and it’s also frequently the highest-return work available.
- 03
Shopify creates duplicate product URLs
Products are reachable at both /products/item and /collections/name/products/item. Shopify canonicalises this by default, but themes and apps regularly break it, and internal links often point at the wrong version.
- 04
Filters generate crawl waste
Faceted navigation — colour, size, price, brand — can multiply into thousands of URLs with near-identical content. Left unmanaged, Google spends its crawl budget on filter combinations instead of the pages that matter.
- 05
Products disappear
Discontinued and out-of-stock items are a constant decay problem. Deleted products become 404s and lose whatever rankings and links they’d earned. Every one needs a decision: keep the page, redirect it to the nearest equivalent, or genuinely retire it.
- 06
Structured data does visible work
Product schema drives price, availability and review stars in search results. It’s one of the few SEO changes with an immediately visible effect on click-through rate.
Our position
On most stores, restructuring collections and rewriting the top fifty product descriptions produces more than a year of blog posts would. We’d rather do the boring thing that works.
Our process
How the work runs
- Step 01 of 06
Free store SEO audit
Technical health, collection structure, duplicate content, crawl waste and competitor position.
- Step 02 of 06
Technical fixes first
Canonicals, filter handling, redirects for retired products, speed and schema markup.
- Step 03 of 06
Collection architecture
Restructured around real search demand, with content on the pages that need it.
- Step 04 of 06
Product page work
Unique descriptions, internal linking and structured data on your highest-value items.
- Step 05 of 06
Content & authority
Buying guides and comparison content that captures research-stage demand.
- Step 06 of 06
Measure & adjust
Monthly reporting on organic revenue, not just traffic or rankings.
Who this is for
Shopify SEO probably fits if
- 01You’re dependent on paid traffic and want a cheaper channel
- 02You rank for your brand name and little else
- 03Your collection pages have no content on them
- 04Your product descriptions came from your supplier
- 05You have enough margin to fund three to six months
- Sounds like you?Get a free store SEO audit
Probably not yet if
Your store is new, with almost no traffic
Your catalogue is under about twenty products
At that size Ads and Google Business Profile usually produce results faster, and we’d say so.
Google AdsGoogle Business ProfileWhere this fits
Grow is phase two of four
Phase02of 04Grow
Shopify SEO is far cheaper when phase one got the structure right.
Collection hierarchy and URL structure decided at build time is what this work builds on — changing them later means migrations, redirects and lost rankings.
It also connects to phase three. Organic ecommerce traffic converts differently from paid, and abandoned-cart flows, email sequences and post-purchase follow-up are what turn a first order into a repeat customer. That’s where most ecommerce margin actually lives.
Pricing
Shopify SEO pricing
Shopify SEO — monthly
Swipe to compare
| Feature | GrowthMost Popular | Advanced | Custom |
|---|---|---|---|
| Price | £1,250/mo | £2,500/mo | From£4,000/mo |
| Catalogue | Up to 100 products | Up to 1,000 products | Larger or multi-market |
| Collections optimised | Up to 10 | Up to 30 | Agreed |
| Product descriptions | 10 per month | 25 per month | Agreed |
| Content | 2 pieces/month | 4 pieces/month | Agreed |
Free store SEO audit — full technical and structural review, yours to keep either way.
01Isn't Shopify already good for SEO?
Technically, mostly yes. What it can't do is write unique product descriptions, structure your collections around search demand, or manage crawl waste from filters. That's the work.
02How long before organic revenue moves?
Technical fixes and schema can affect click-through within weeks. Collection and product rankings usually take three to six months, faster on lower-competition catalogues.
03Do I need to rewrite all my product descriptions?
No — the top sellers and highest-margin items first. Rewriting fifty pages that produce most of your revenue beats rewriting eight hundred that don't.
04Can you work alongside our paid campaigns?
Yes, and it's usually the right approach. Ads produce revenue now while organic builds underneath, and the search data from ads tells us which terms are worth targeting.
05What happens to discontinued products?
Each gets a decision: keep the page live if it still earns traffic, redirect to the closest equivalent, or retire it properly. Deleting them loses rankings and links.
06Do you handle WooCommerce and other platforms?
Yes. The principles are the same; the technical specifics differ. Shopify has its own quirks around canonicals and filters, which is why this page is Shopify-specific.
Next step
Find out why your store isn’t ranking
Get a free store SEO audit. We’ll check your technical health, collection structure, duplicate content, crawl waste and where you sit against competitors — then tell you what’s worth fixing first.
- Based in Ilford, East London
- Call +44 7366 355562
- Mon–Fri, 10am–6pm