The Most Common Shopify SEO Mistakes and How to Fix Them

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on The most common Shopify SEO mistakes (and how to fix them).

Shopify makes it easy to build and manage an online store, but effective SEO requires more than just uploading products and publishing pages. Search engines need clear, structured, and unique content to rank your store correctly. Even simple oversights like duplicated content or missing metadata can limit your site’s performance in search results.

This article covers the most common Shopify SEO mistakes and explains how to fix them to maximise your store’s organic visibility and growth.

1. Ignoring Duplicate Content Issues

One of the most frequent problems with Shopify sites is duplicate content. Shopify automatically creates multiple URLs for products, collections, and tags, which can lead to search engines indexing the same content under different links. This splits SEO authority between pages and confuses search algorithms.

How to Fix It

• Use canonical tags to indicate the preferred URL for each page. Shopify allows you to set canonical links in product templates.

• Avoid duplicating product descriptions or using manufacturer-supplied text across multiple pages. Write unique, keyword-optimised copy instead.

• Regularly audit your website using SEO tools like Screaming Frog or Ahrefs to identify and remove duplicate pages.

2. Not Optimising Title Tags and Meta Descriptions

Many Shopify stores use generic or automatically generated titles and meta descriptions. These are key elements that influence how your pages appear in search results and whether users click through to your site.

How to Fix It

• Manually edit each product, collection, and page title to include relevant keywords and location-specific terms if applicable.

• Keep titles under 60 characters and descriptions under 150 characters to ensure they display correctly in search results.

• Write meta descriptions that encourage clicks by focusing on unique selling points such as free delivery, high-quality materials, or fast shipping.

3. Using Weak Product Descriptions

Thin or repetitive product descriptions make it harder for search engines to understand what your products are about. They also fail to engage potential customers. Many Shopify store owners rely on short descriptions or reuse content across products, which weakens both SEO and conversion rates.

How to Fix It

• Write detailed, original descriptions that include key product features, materials, dimensions, and benefits.

• Use natural language and target keywords that match how customers search for your products.

• Include related keywords but avoid keyword stuffing focus on readability and clarity.

4. Poor Internal Linking

Internal links help search engines crawl your website efficiently and distribute link equity across pages. Many Shopify stores neglect this, leaving important product or collection pages buried deep within the site structure.

How to Fix It

• Create internal links between related products, blog articles, and collection pages.

• Use keyword-rich anchor text to give search engines context about linked pages.

• Ensure every important product page is no more than three clicks from the homepage.

5. Not Optimising Images

Large, unoptimised images can slow down your website, which negatively impacts SEO. Shopify stores rely heavily on visuals, so optimising image size and metadata is crucial.

How to Fix It

• Compress images before uploading using tools like TinyPNG or built-in Shopify apps.

• Add descriptive file names and alt text that include relevant keywords (for example, “black-leather-handbag.jpg”).

• Use WebP image format where possible for faster load times.

6. Overlooking Mobile Optimisation

More than half of ecommerce traffic now comes from mobile devices. Shopify themes are mobile-responsive by default, but poor optimisation can still occur if images, buttons, or layouts aren’t tested across devices.

How to Fix It

• Test your store on multiple screen sizes and browsers to ensure consistent performance.

• Use Google’s Mobile-Friendly Test tool to identify usability issues.

• Simplify navigation menus and make sure buttons are easy to tap.

7. Ignoring Page Speed

Slow page load times hurt user experience and lower your search rankings. Shopify sites can become sluggish due to large media files, unnecessary apps, or unoptimised code.

How to Fix It

• Remove unused Shopify apps that slow down your site.

• Minify CSS and JavaScript files where possible.

• Use Shopify’s built-in performance tools or third-party speed audit apps to monitor load times.

• Choose a lightweight theme optimised for speed.

8. Neglecting Blog Content

Shopify includes a built-in blogging feature, but many store owners ignore it. Blogging helps attract organic traffic through informational content that targets broader search terms. Without regular updates, your site misses opportunities to rank for long-tail keywords and build authority.

How to Fix It

• Create content that answers customer questions or provides buying advice, such as “How to Choose the Right Running Shoes” or “Best Skincare Ingredients for Sensitive Skin.”

• Include internal links to relevant products within your blog posts.

• Update articles regularly to keep information current and maintain rankings.

9. Forgetting About Structured Data

Structured data (schema markup) helps search engines understand your website’s content, improving how your products appear in search results. Without it, your listings may not show rich snippets such as prices, reviews, or stock availability.

How to Fix It

• Use a Shopify SEO app that supports automatic schema implementation.

• Add structured data manually to your theme files if needed.

• Test your markup using Google’s Rich Results Test tool to ensure it’s valid.

10. Not Submitting a Sitemap

Your sitemap tells search engines how to navigate your store. While Shopify automatically generates one, some store owners forget to submit it to Google Search Console, which can slow down indexing.

How to Fix It

• Log into Google Search Console and submit your sitemap URL (usually found at yourstore.com/sitemap.xml).

• Update it whenever you make significant changes to your site structure.

• Regularly check for crawl errors and fix broken links promptly.

11. Not Tracking SEO Performance

Without tracking results, it’s impossible to know whether your SEO efforts are working. Many store owners rely solely on Shopify’s analytics, which don’t provide detailed keyword or ranking data.

How to Fix It

• Use Google Analytics and Google Search Console to monitor organic traffic, keyword performance, and user behaviour.

• Track conversions to measure ROI from organic search.

• Set up SEO reporting dashboards to review performance monthly.

Final Thoughts

Shopify provides a solid foundation for ecommerce success, but it requires proper SEO setup to reach its full potential. Common mistakes like duplicate content, missing metadata, and poor image optimisation can limit your visibility in search results and reduce sales.

By addressing these issues and implementing best practices, you can turn your Shopify store into a high-performing, search-friendly ecommerce site.

At Lillian Purge, we help ecommerce businesses optimise their Shopify stores for SEO success. From technical audits to content strategy and conversion optimisation, we ensure your website attracts the right traffic and converts visitors into loyal customers.

We have also written in depth articles on The importance of internal linking in Shopify SEO and does shopify take a cut as well as our Shopify Hub to give you further guidance.