Shopify SEO 2025: complete checklist for better findability

E-commerce is becoming increasingly competitive, and your Shopify webshop must not only compete with other webshops, but also with AI-driven search results and zero-click searches. This complete checklist helps you stay visible and grow in 2025, both in traditional search engines and in AI platforms.

Technical SEO: getting the basics right

1. Core Web Vitals optimization

Google's Core Web Vitals have become essential for ranking. Your Shopify store must excel in:

• Largest Contentful Paint (LCP): Aim for under 2.5 seconds

• First Input Delay (FID): Less than 100 milliseconds

• Cumulative Layout Shift (CLS): Under 0.1

“Websites that meet all Core Web Vitals see an average of 24% more conversions than sites that don't.”

— John Mueller, Google Search Advocate

Concrete steps:

• Use Google PageSpeed Insights to measure your scores

• Optimize images with WebP format and lazy loading

• Choose a fast Shopify theme like Dawn

• Minimize CSS and JavaScript

2. Mobile-first indexing perfection

Google only indexes the mobile version of your site now. Your mobile experience is now your primary SEO asset.

Concrete steps:

• Test your site weekly with Google's Mobile-Friendly Test

• Check if all content is available on mobile

• Make sure buttons and links are easily clickable (at least 44px)

• Implement Accelerated Mobile Pages (AMP) for blog posts

3. Structured data for AI visibility

Schema markup not only helps Google, but also AI tools like ChatGPT and Perplexity to better understand your content.

Concrete steps:

• Implement Product schema for all products

• Add Organization schema to your site

• Use Review schema for customer reviews

• Test with Google's Rich Results Test

• Read more about structured data implementation

“Websites with complete structured data get 30% more visibility in AI-generated answers.”

— Rand Fishkin, SparkToro

Content optimization for SEO and GEO

4. AI-proof content structure

Your content should be optimized for both search engines and AI tools:

Concrete steps:

• Use conversational headers that answer questions

• Structure content with a clear H2/H3 hierarchy

• Add FAQ sections to product pages

• Write summaries at the beginning of long content

5. Semantic keyword optimization

Go beyond exact match keywords. Google understands context better than ever.

Concrete steps:

• Use AnswerThePublic for conversational queries

• Optimize for voice search queries

• Focus on topical authority by covering complete subjects

• Implement LSI keywords (Latent Semantic Indexing)

6. Product descriptions that convert

Unique, comprehensive product descriptions are essential:

“E-commerce sites with extensive product descriptions (+300 words) rank an average of 45% higher than sites with short descriptions.”

— Backlinko SEO research 2024

Concrete steps:

• Write at least 300 words per product description

• Answer frequently asked questions in the description

• Avoid duplicate content from suppliers

• Integrate customer intent keywords

• Read more about e-commerce SEO tips

Technical Shopify optimizations

7. URL structure and navigation

Concrete steps:

• Use short, descriptive URLs: /collections/sportschoenen/nike-air-max

• Implement breadcrumbs on all pages

• Create a logical category structure

• Ensure a maximum of 3 clicks to each product

8. Internal link structure

Concrete steps:

• Link related products to each other

• Create hub pages for important categories

• Implement "frequently bought together" sections

• Link from blog posts to relevant products

• Check out our SEO services for professional help

9. Sitemap and HTTPS optimization

Concrete steps:

• Submit your sitemap to Google Search Console

• Block unnecessary pages in robots.txt (/checkout, /cart)

• Ensure all external resources load via HTTPS

• Implement HSTS (HTTP Strict Transport Security)

Content marketing and link building

10. Blog optimization for dual-purpose SEO

Your blog should be optimized for both Google and AI tools:

Concrete steps:

• Publish 1-2 comprehensive posts weekly (1500+ words)

• Use the skyscraper technique for competitive keywords

• Implement topic clusters

• Combine AI tools with SEO

11. Video SEO integration

Concrete steps:

• Add product videos to each product page

• Optimize video titles and descriptions

• Use video transcriptions for SEO

• Implement VideoObject schema markup

12. Link building strategy 2025

Concrete steps:

• Focus on digital PR and brand mentions

• Create linkable assets (studies, tools, calculators)

• Build relationships with bloggers in your niche

• Consider performance marketing for faster results

Local SEO and AI optimization

13. Google Business Profile optimization

Concrete steps:

• Claim and optimize your Google Business Profile

• Add your Shopify store as a website

• Use local keywords in product descriptions

• View local SEO strategies

14. Improve AI visibility

Concrete steps:

• Test your brand in ChatGPT and Perplexity

• Optimize for zero-click searches

• Create authoritative content that AI tools cite

• Implement E-A-T signals (Expertise, Authoritativeness, Trustworthiness)

• Read more about GEO strategies

15. Conversational search optimization

Concrete steps:

• Optimize for "near me" searches

• Use natural language in headers

• Implement FAQ schema markup

• Focus on long-tail conversational keywords

Analytics and Shopify-specific optimizations

16. Advanced tracking setup

Concrete steps:

• Implement Google Analytics 4 with enhanced e-commerce

• Set up Google Search Console for all domains

• Use Shopify Analytics for conversion tracking

• Consider CRO optimization for better conversions

17. Theme and app optimization

Concrete steps:

• Choose an SEO-friendly theme

• Audit your apps for SEO impact

• Remove unnecessary apps that slow down your site

• View Shopify app trends

• Consider AI-driven Shopify apps

E-commerce and trending SEO aspects

18. Product and category page optimization

Concrete steps:

• Use high-quality product images (minimum 1000px)

• Implement image alt-texts with keywords

• Add product reviews and ratings

• Write unique category descriptions

• Use canonical tags for filtered pages

19. Sustainability and social commerce

Concrete steps:

• Implement green hosting

• Create content about sustainability

• Optimize product feeds for social platforms

• Use user-generated content

• Read more about sustainable e-commerce

20. AI personalization

Concrete steps:

• Implement AI-driven product recommendations

• Use dynamic content based on user behavior

• Optimize for personalized search results

• View AI applications for your webshop

“The best SEO strategy is one that takes into account both traditional search engines and AI platforms. Future-proof your Shopify store by thinking broadly.”

— Lily Ray, Amsive Digital

Ready to take your Shopify SEO to the next level? This checklist gives you a solid foundation, but every business is unique. A personalized SEO strategy can make the difference between keeping up and market leadership.

Want help implementing this strategy? Check out our Shopify e-commerce services or schedule a free consultation to see how we can optimize your webshop.

Frequently asked questions about Shopify SEO

• How long does it take for SEO results to become visible?

  On average, you'll see initial results after 3-6 months, but significant improvement can take 6-12 months.

• Do I need to use paid SEO apps?

  Not necessarily. Shopify has a lot of built-in SEO functionality, but apps can help with automation and advanced features.

• How often should I update my SEO strategy?

  Evaluate your strategy every 3 months and adjust based on performance data and algorithm updates.

• Which SEO metrics are most important for Shopify?

  Focus on organic traffic, conversion rate, average order value, and keyword rankings for your most important products.

• How do I optimize for voice search?

  Use natural language, focus on long-tail keywords, and optimize for local searches.

• What are the most common SEO mistakes on Shopify?

  Duplicate content, slow loading times, lack of mobile optimization, and a lack of structured data.

• How important are backlinks for Shopify SEO?

  Very important. Focus on quality over quantity and build links to both product and content pages.

• Should I use AI tools for SEO?

  AI tools can help with keyword research, content optimization, and automation, but they don't replace a good SEO strategy.

• How do I optimize product images for SEO?

  Use descriptive file names, alt texts with keywords, and compress for speed without sacrificing quality.

• How do I choose between Google Ads and Facebook Ads for my Shopify store?

  It depends on your target audience and products. Google Ads vs Facebook Ads compares both platforms extensively.

• Should I hire an expert for Shopify SEO?

  For complex optimizations or quick results, a digital expert can be valuable. It saves time and prevents costly mistakes.

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Sources and references

Shopify SEO and technical optimization:

• Shopify: "E-commerce SEO: The Complete Guide for 2025" - https://www.shopify.com/blog/ecommerce-seo-guide

• Google Developers: "Core Web Vitals and e-commerce performance" - https://developers.google.com/search/docs/appearance/core-web-vitals

• Backlinko: "E-commerce SEO: complete guide to higher rankings" - https://backlinko.com/ecommerce-seo

AI and voice search optimization:

• Search Engine Journal: "How AI Influences Search Results in 2025" - https://www.searchenginejournal.com/ai-search-impact-2025/

• Moz: "Voice search optimization for e-commerce" - https://moz.com/blog/voice-search-ecommerce-optimization

• SEMrush: "AI-driven SEO strategies for 2025" - https://semrush.com/blog/ai-seo-strategies-2025/

Content marketing and link building:

• Content Marketing Institute: "E-commerce content that converts" - https://contentmarketinginstitute.com/ecommerce-content-strategy/

• Ahrefs: "Link building for e-commerce sites" - https://ahrefs.com/blog/ecommerce-link-building/

• HubSpot: "Product descriptions that sell and rank" - https://blog.hubspot.com/marketing/product-descriptions-seo

Analytics and performance monitoring:

• Google Analytics: "E-commerce tracking and optimization" - https://support.google.com/analytics/answer/6014841

• Search Engine Land: "SEO metrics that really matter" - https://searchengineland.com/seo-metrics-that-matter-2025/