Shopify SEO Checklist 2025: The 7 Essential Steps to Boost Traffic and Drive Sales

When driving traffic and increasing conversions; Shopify SEO is your secret weapon.

Whether you're new to SEO or looking to refine your strategy, this comprehensive checklist ensures you’re ticking all the right boxes.

Follow these actionable steps, and watch your store climb the search rankings.

Step 1: Initial Review and Analysis

Before diving into optimisations, it’s crucial to understand where your store currently stands.

This step involves a comprehensive review to identify strengths, weaknesses, and opportunities.

Here’s What to Review:

• Number of Keywords/Phrases: List down the keywords your store is targeting.

• Critical Website Analysis: Check for broken links, errors, and performance issues.

• Backlink Analysis: Review the quality and quantity of backlinks pointing to your site.

• Competitor Analysis: Analyse competitors’ SEO strategies for inspiration and benchmarking.

• Keyword Analysis: Assess keyword relevance, search volume, and competition.

• Baseline Ranking Check: Identify where your pages currently rank in search results.

• Duplicate Content Check: Find and resolve duplicate content issues that could hurt rankings.

• Google Penalty Check: Ensure your site complies with Google’s guidelines and isn’t penalised.

Step 2: Technical SEO Setup

Once you’ve completed your review, it’s time to focus on the technical foundation of your site.

Key Steps:

1. Enable SSL: ensure your site is Secure with HTTPS for security and SEO benefits.

2. Mobile-Friendly Design: Shopify themes are responsive by default, but double-check that your site looks great on all devices.

3. Improve Page Speed: Use tools like Google PageSpeed Insights to identify speed issues and fix them.

4. Fix Broken Links: Use Shopify’s redirection tool to address broken or outdated URLs.

5. Submit Sitemap: Submit your XML sitemap to Google Search Console for better indexing.

6. Create a Robots.txt File: Block low-value pages like cart and admin pages while ensuring search engines can crawl critical pages.

Step 3: Keyword Research

Keyword research is the backbone of any successful SEO strategy. Without it, you’re guessing instead of optimising.

How to Conduct Effective Keyword Research:

1. Use Tools Like Ahrefs, SEMrush, or Google Keyword Planner:

   • Search for terms your customers use to find products like yours.

   • Focus on long-tail keywords with medium competition and high intent.

2. Identify Branded vs. Non-Branded Keywords:

   • Branded: Keywords that include your store name or product line.

   • Non-Branded: Keywords related to your industry or niche.

3. Analyse Search Intent:

   • Are users looking to buy, research, or compare products? Optimise pages accordingly.

4. Focus on Product-Specific Keywords:

   • Example: Instead of targeting "shoes," target "handmade leather boots."

5. Organise Keywords by Page:

   • Map specific keywords to your product pages, blog posts, and category pages.

Step 4: On-Page Optimisation

Now that you’ve identified your target keywords, it’s time to optimise your store’s pages to rank for them.

Here’s What to Optimise:

1. Canonicalisation

   • Prevent duplicate content issues by implementing canonical tags for similar pages.

2. Meta Tags, Header Tags, ALT Tags, and Title Tags

   • Write unique, keyword-rich meta titles and descriptions.

   • Structure content with H1, H2, and H3 tags for clarity.

   • Add descriptive ALT text for all images.

3. Existing Content Optimisation

   • Update old content with new keywords and fresh, relevant information.

4. Image Optimisation

   • Compress images to improve load times.

   • Use ALT text with targeted keywords.

5. Robots.txt Creation & Analysis

   • Ensure important pages are accessible while blocking low-value ones.

6. XML Sitemap Creation & Submission

   • Submit your sitemap to Google Search Console for indexing.

7. Navigation and Internal Linking

   • Create clear, intuitive navigation.

   • Use internal links to connect related pages with keyword-rich anchor text.

8. SEO-Friendly URLs

   • Use short, descriptive URLs like /handmade-leather-boots.

9. Structured Data Implementation

   • Add schema markup for products, reviews, and FAQs to enhance rich snippets.

10. Fix Page Load Speed Issues

• Remove unused apps and scripts to improve performance.

Step 5: Content Strategy

Content is the backbone of your Shopify store’s ability to engage and convert visitors.

A well-rounded content strategy can drive traffic, build trust, and increase sales.

Here's how to craft an impactful content strategy for your store:

1. Blog Posts

• Write in-depth, SEO-optimised blog posts that answer common customer questions or solve their problems.

• Examples:

  • “How to Style Handmade Leather Boots for Every Season”

  • “5 Tips for Maintaining Your Leather Products”

• Focus on long-tail keywords and internal linking to your product pages.

1. Product Descriptions

• Create unique, keyword-rich product descriptions that highlight benefits, features, and the emotional connection your products can provide.

• Include storytelling elements to make your products more relatable and compelling.

1. User-Generated Content

• Encourage customers to leave reviews, testimonials, and photos or videos of your products in use.

• Share this content on your website and social media platforms to build trust and credibility.

1. Video Content Production

Video content is no longer optional; it’s essential for any successful e-commerce content strategy.

Here’s why video is a game-changer for Shopify store owners:

• Increased Conversions: E-commerce product pages with videos convert 80% higher than those without. Consumers who view a product video are up to 144% more likely to add that product to their cart.

• Enhanced Customer Confidence: Nearly 80% of consumers feel that product videos increase their confidence when purchasing online, leading to higher trust and fewer returns.

• Improved Engagement: Viewers retain 95% of a video's message compared to just 10% when reading text, making video an incredibly effective way to grab and hold attention.

• Better SEO: Websites with video content are 53 times more likely to rank near the top of Google's search results.

• Higher ROI: Over 50% of marketing professionals say that video content provides the best return on investment.

• Increased Sales: Businesses that include product videos see a 16% increase in sales.

• Appealing to Gen Z: 87% of Gen Z prefers video content or ads that demonstrate a product in action, making video a must for reaching younger audiences.

Types of Video Content to Create:

1. Product Demonstrations:

   • Show your product in action and highlight its key features.

   • Example: A video showcasing the craftsmanship of handmade leather boots.

2. Customer Testimonials:

   • Share video reviews from happy customers to build trust.

   • Example: A customer talking about how your product improved their daily life.

3. How-To Guides:

   • Create tutorials that demonstrate how to use or style your products.

   • Example: “How to Properly Care for Your Leather Boots.”

4. Behind-the-Scenes Content:

   • Take customers behind the scenes of your manufacturing or design process to build transparency and connection.

   • Example: A video showcasing the artisans creating your products.

5. Social Media Snippets:

   • Short, engaging videos optimised for platforms like Instagram Reels, TikTok, and YouTube Shorts.

   • Example: A 15-second clip showcasing a “Before and After” product transformation.

6. Seasonal Promotions:

   • Highlight limited-time offers or seasonal product launches with eye-catching visuals.

Pro Tip:

• Use tools like Shopify’s built-in video capabilities or third-party apps to seamlessly integrate video content into your product pages.

Step 6: Off-Page SEO

Off-page SEO builds your site’s authority and trustworthiness.

How to Strengthen Off-Page SEO:

1. Backlink Building:

   • Partner with industry blogs for guest posts or collaborations.

   • Focus on acquiring high-quality, niche-relevant backlinks.

2. Social Media Integration:

   • Share your content on platforms like Instagram and Pinterest.

   • Drive traffic from social channels to your store.

3. Online Reviews:

   • Collect positive reviews on Google My Business and product review sites.

Step 7: Analytics and Continuous Improvement

SEO is an ongoing process. Regular monitoring and adjustments are essential to stay ahead.

Steps for Continuous Growth:

1. Set Up Google Analytics:

   • Track traffic, bounce rates, and conversions.

2. Monitor with Google Search Console:

   • Regularly check for errors, ranking changes, and keyword performance.

3. A/B Test Changes:

   • Experiment with page layouts, headlines, and CTAs to improve conversions.

4. Audit Your Site Quarterly:

   • Review technical SEO, content, and backlinks for updates and fixes.

Conclusion

SEO for Shopify isn’t a one-time task; it’s a journey of continuous improvement.

By following this comprehensive checklist, you’ll be well-equipped to drive traffic, improve conversions, and scale your store sustainably.

Your Shopify store deserves to shine.

Take these steps today and watch your search rankings soar!