Shopify is a good platform with a short list of SEO problems that are genuinely its own, and almost every guide written about it ignores them in favour of advice that applies to any website. The useful version starts with what Shopify will not let you change, because that decides what is worth doing.
It forces /collections/ and /products/ into every path and will not let you remove them. It serves the same product at more than one URL when it sits in several collections. Its themes ship with more JavaScript than most stores use. And the app you installed to fix SEO is often the reason the store got slower.
Shopify will not let you drop /collections/ or /products/ from paths. Fighting that with redirects creates chains and breaks canonicals. The answer is to work inside it and spend the effort where it is not fixed: handles, collection names and the internal links pointing at them.
The same product appears under every collection it belongs to, each at its own URL. Shopify canonicals these by default and themes routinely break it. This is the single most common Shopify fault and it is invisible until somebody checks.
The equivalent of a category page and the highest-value template in the store. Most themes give it a title and a grid. It needs copy that answers how to choose, placed so the products still lead.
Every app injects script whether the page uses it or not, and stores accumulate them. An audit of what is loading on a product page usually finds several apps nobody remembers installing, including SEO apps that made the store slower than they made it rank.
Shopify tag filtering generates URLs at a rate that surprises everybody. Decided per filter, the same as faceted navigation anywhere: indexed where searched, crawlable but not indexed where not, blocked where noise.
Shopify blogs are usually either abandoned or full of posts linking nowhere. Written properly they answer the buying question and pass their authority into the collection that sells the answer.
The work is the same everywhere; what people search and what the results look like are not. These have their own pages.
Every number below is from the client’s own Google Search Console, for the period shown. Impressions are how often the site appeared; clicks are people who arrived. What each visit is worth is your sales process, not ours, so these are the visits we can prove rather than a conversion figure we cannot.
+139,355% clicks against the previous period of the same length.
+2,059% clicks against the previous period of the same length.
+1,184% clicks against the previous period of the same length.
+1,174% clicks against the previous period of the same length.
There is no package to pick from. What the site needs is decided on a call and written down before any work starts, because a business with one location and a clean site needs a different month to an agency reselling to twelve clients.
01
Thirty minutes on what you sell, where you sell it, and what the site looks like today. No scope is written before that conversation, because the right work depends on all three.
02
What will be done, in what order, and what it costs, in writing. Nothing starts until you have agreed to it.
03
The work runs monthly and the scope changes as the site does. Cancel with 30 days’ notice.
Yes, and the platform is not the limitation most people assume. It has three real constraints: a forced URL structure, duplicate product paths across collections, and theme weight. Everything else on a Shopify store is as changeable as on any site.
Because it belongs to several collections, and Shopify builds a URL for each. It sets a canonical by default and themes frequently break it, which is why this is the first thing worth checking and the most common fault we find.
Rarely, and often it makes the speed worse. Apps can automate titles and structured data; they cannot rewrite a collection page, decide your filter indexing, or remove the four other apps slowing the store down.
Almost never. A migration is the single riskiest thing you can do to a store’s traffic, and the problems people migrate to escape are usually fixable in place. If a migration is genuinely right we will say so, and there is a separate page about doing it without losing the traffic.
Where it is needed and with your sign-off, on a duplicate theme rather than the live one, so nothing changes on the storefront until you have seen it.
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.
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