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If you’re running a Shopify store, then optimising your SEO is key to gaining more visibility, traffic, and revenue. Recently, Nick and Kieran from Spec Digital laid out 10 essential things that every brand should be doing to improve their SEO rankings. Let’s break down these tips so you can start seeing results quickly.
1. Keyword Tracking
One common issue is brands not tracking their keywords. Many websites are launched without proper SEO and left untouched for years. Free tools like Google Search Console can help you track what people are searching for to find you. However, don’t just rely on what you’re already ranking for; make sure you’re exploring new keyword opportunities.
2. Keyword Usage on Your Pages
Many businesses don’t even mention their most important keywords on their pages. This is one of the easiest ways to tell Google that your page isn’t relevant to what users are searching for. Always ensure that your target keywords are included naturally on your product and category pages.
3. Optimise Your Heading Hierarchy
A clear heading hierarchy helps Google understand the structure of your page. Your H1 tag should be unique for each page and include the primary keyword. Subsequent headings (H2, H3, etc.) should follow logically. For instance, on a product page, H1 could be the product name, and H2 could be key features or related information.
4. Content is King
Google loves content-rich pages. Too many Shopify stores have thin content, especially on collection pages. Include helpful content that adds value, such as buyer guides, product comparisons, or styling tips, which can help users and boost your rankings.
5. Create More Collections
Having too few collections can make it difficult for users to navigate your site and for Google to understand what your store is about. Break down your collections by specific categories, brands, or themes. This will not only improve user experience but also make it easier for search engines to index your products.
6. Improve Page Speed
Page speed directly impacts user experience and SEO rankings. Ensure your Shopify site loads quickly on all devices, especially mobile. Many Shopify developers claim that Shopify is limited in terms of speed optimisation, but with the right approach, it’s possible to significantly improve load times.
7. Track User Experience (UX)
Using UX tracking tools like Hotjar or Microsoft Clarity can help you identify issues with your website. For example, you might find that users abandon a page because they find it difficult to navigate or because the information isn’t clear. Addressing these issues can lead to higher conversions and improved SEO rankings.
8. Optimise Your XML Sitemap
Your XML sitemap helps Google understand the structure of your website. However, if it includes pages that are marked "no index" (which tells Google not to index them), this can confuse search engines and harm your rankings. Keep your sitemap clean and up-to-date.
9. Domain Age Matters
While you can’t control the age of your domain, it’s important to know that Google takes this into account. Older domains tend to rank higher because they are seen as more trustworthy. If you’re launching a new site, consider putting up a “coming soon” page with an email opt-in to start building domain authority.
10. Structure Your Collections Properly
Your collection structure should mimic a user’s journey. Start with broad categories and narrow them down using sub-collections. For example, in a “Women’s Clothing” collection, you could have sub-collections for tops, dresses, accessories, etc. This makes it easier for users to navigate and for Google to crawl.
By implementing these tips, you’ll not only improve your search engine rankings but also create a better experience for your customers, leading to more conversions and sales. Don’t be overwhelmed by SEO – it’s a long-term investment that will pay off as you make incremental improvements.