Common Shopify SEO Mistakes and Fixes

Shopify has become one of the most popular ecommerce platforms in the UK because of its ease of use, flexibility, and integrations. However, while it makes setting up an online shop simple, many store owners overlook search engine optimisation. SEO is essential for driving consistent organic traffic, yet Shopify websites often fall into the same traps that harm visibility. These mistakes can hold back growth and force businesses to rely too heavily on paid advertising. This article explores the most common Shopify SEO mistakes and provides practical solutions to fix them.

Duplicate Content Across Product Pages

One of the biggest issues with Shopify stores is duplicate content. Many merchants copy and paste product descriptions from suppliers or create multiple variants of the same product with little unique content. Search engines penalise this duplication, making it harder to rank. The fix is to write original product descriptions that highlight benefits, features, and brand personality. For stores with many similar products, creating a standard description template while adding unique details for each item helps reduce duplication.

Poorly Structured Site Navigation

Shopify stores often suffer from weak site structure. Overcomplicated menus or too many layers between the homepage and product pages confuse both customers and search engines. An effective structure ensures important pages are easy to find and crawl. The solution is to use a logical hierarchy: homepage to categories to subcategories to product pages. Internal linking should connect related products and blogs, helping distribute link equity throughout the site. A well-structured navigation improves SEO and enhances user experience.

Unoptimised Meta Titles and Descriptions

Another common mistake is leaving meta titles and descriptions on default settings or stuffing them with irrelevant keywords. These elements influence both search rankings and click-through rates. Titles should include relevant keywords and product details while remaining clear and engaging. Descriptions should summarise the product or category in a way that encourages clicks. For example, “Buy Men’s Leather Wallets | Free UK Delivery” is stronger than “Wallets for Men.” Regularly auditing and updating meta data ensures ongoing optimisation.

Ignoring Image SEO

Images are vital for Shopify stores, but many merchants neglect to optimise them. Large, uncompressed images slow down page load times, harming both SEO and user experience. Missing alt text is another frequent issue. Search engines cannot interpret images without descriptive alt text, which also helps with accessibility. The fix is to compress images with tools like TinyPNG and write keyword-friendly alt text that accurately describes the product. For UK retailers, including details such as colour or size in alt text can improve relevance.

Thin or Missing Blog Content

Shopify makes it easy to set up a blog, yet many stores ignore it entirely. Without supporting content, websites struggle to rank for informational queries that bring potential buyers into the funnel. Thin blogs that only promote products are also ineffective. Instead, businesses should create in-depth guides, how-to articles, and industry insights. For example, a Shopify store selling kitchenware could publish posts such as “How to Choose the Right Non-Stick Pan” to attract traffic while linking readers to product pages.

Overlooking Mobile Optimisation

The majority of ecommerce traffic in the UK now comes from mobile devices. However, many Shopify stores are not properly optimised for smartphones. Issues such as slow loading times, poor button placement, and difficult navigation reduce conversions and harm rankings. Shopify themes are generally mobile responsive, but customisation can introduce errors. Regular mobile testing and optimisation are crucial. Simplifying checkout flows and ensuring pages load quickly on mobile improves both SEO and user experience.

Failing to Optimise URLs

Shopify automatically generates URLs that may be long or include unnecessary words. URLs like “/collections/products/12345” are less effective than clean, keyword-focused slugs such as “/mens-running-shoes.” Short, descriptive URLs improve crawlability and click-through rates. Store owners should customise URLs to include relevant keywords and avoid duplicate paths. Keeping URLs consistent with the site’s navigation structure also strengthens SEO performance.

Not Using Structured Data

Structured data, or schema markup, helps search engines understand content better and display enhanced results such as product ratings or prices. Many Shopify stores neglect this, missing out on rich snippets that increase visibility. Shopify apps and plugins can help implement schema for products, reviews, and FAQs. For UK businesses, adding structured data ensures that key details like currency and shipping options are properly displayed in search results.

Relying Too Heavily on Apps

Shopify’s app ecosystem is powerful, but overuse can create technical issues. Too many apps slow down site speed, introduce duplicate code, and sometimes conflict with one another. This negatively affects SEO performance. The fix is to use only essential apps and review them regularly. Where possible, custom solutions or lightweight integrations should replace heavy third-party apps. Streamlining apps improves both performance and rankings.

Neglecting Analytics and Tracking

SEO is an ongoing process that requires monitoring and adjustment. Many Shopify store owners set up Google Analytics or GA4 incorrectly, or fail to track key metrics such as organic traffic, bounce rate, and conversions. Without this data, it is impossible to measure success or identify issues. Setting up GA4 and Google Search Console provides insight into how customers find and interact with the site. Regularly reviewing this data ensures informed decisions and continuous optimisation.

Future Outlook for Shopify SEO

As ecommerce continues to grow in the UK, competition among Shopify stores will increase. Search engines are prioritising content quality, technical performance, and user trust. Shopify is improving its SEO capabilities, but store owners must still take proactive steps to avoid common mistakes. Trends such as AI-driven search and conversational queries will make original content and structured data even more important. Sellers who focus on long-term SEO rather than short-term tactics will stay ahead.

Conclusion

Shopify makes it easy to set up a store, but SEO mistakes can hold back growth if left unchecked. Duplicate content, poor structure, unoptimised images, and neglected blogs all reduce visibility and conversions. By addressing these issues and committing to continuous optimisation, UK Shopify store owners can attract more organic traffic, build stronger brands, and reduce reliance on paid advertising. Avoiding these mistakes is not just about rankings, it is about creating a better experience for customers.