Shopify SEO Audit: Checklist for Shopify Stores

Key takeaways

Shopify creates product URLs inside collections; make sure internal links use the canonical /products/ URL.

Apps are the biggest cause of slow Shopify stores; remove unused ones and check for leftover code.

Write unique titles, descriptions and collection content; theme defaults are often generic.

Use Shopify's URL redirects when changing handles or deleting products.

Shopify generates sitemaps, canonical tags and a default robots.txt automatically, so many technical basics are covered. The common problems come from themes, apps, content and Shopify’s URL structure. Use this with the ecommerce SEO audit.

1. Store settings

Store password protection removed (blocks indexing)
Primary domain set, with other domains redirecting to it
Homepage title and meta description set (Online Store → Preferences)
Sitemap (/sitemap.xml) submitted in Search Console

2. Duplicate product URLs

Shopify can show products at both /products/item and /collections/name/products/item. The canonical tag points to /products/item, but:

Check your theme’s collection pages link to /products/ URLs directly (many themes can be adjusted to do this)
Use URL Inspection to confirm Google selects the /products/ URL

3. Collections

Collection titles and H1s match how customers search
Unique collection descriptions with helpful buying information
Tag-filtered collection URLs (/collections/x/tag) not creating many thin indexable pages
Logical navigation from the menu to key collections

4. Products

Unique SEO titles and meta descriptions (edit in “Search engine listing”)
Original descriptions for top products
Image alt text filled in (alt text)
Variants on one product page where possible
Reviews app outputs review content in the HTML

5. Apps and speed

List every installed app; remove unused apps
After uninstalling, check theme code for leftover app scripts
Limit pop-ups, chat widgets and tracking scripts
Use a fast, well-maintained theme; compress images
Core Web Vitals on mobile for home, collection and product templates (Core Web Vitals)

6. Structured data

Product schema present and valid (from theme or one app, not both) (structured data errors)
Price, availability and reviews correct
Organization and breadcrumb markup

7. Redirects and URL changes

Use Online Store → Navigation → URL Redirects (or the redirect option when changing a handle)
Deleted products redirected to relevant alternatives
No broken internal links after restructuring (broken links)

8. robots.txt

Shopify’s default robots.txt blocks cart, checkout and some parameters. It can be customised via robots.txt.liquid, but edit only if you know exactly why.

9. Blog and content

Shopify blog used for buying guides linking to collections
Blog tag pages not creating thin duplicates

10. International (Shopify Markets)

Correct domains or subfolders per market, hreflang generated, and translated content where you target other languages

11. Tracking

GA4 and Meta pixel/CAPI connected via the official integrations; purchase events deduplicated (tracking audit)

Need a second opinion? Request an expert Shopify audit.