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SEO On Shopify — Where The Limitations Are

Shopify and SEO

Shopify is a solid ecommerce platform with decent built-in SEO capabilities. For most online stores it's perfectly serviceable — but it has specific limitations worth understanding.

What Shopify does well

  • Auto-generated XML sitemaps
  • Editable meta titles and descriptions on products and collections
  • Fast, reliable hosting with good Core Web Vitals out of the box
  • Clean canonical tags to handle duplicate content

Shopify's SEO limitations

  • URL structure is fixed: Products always live at /products/product-name.
  • Duplicate content: Shopify creates duplicate URLs when products appear in multiple collections.
  • Limited blog: Shopify's blogging is basic compared to WordPress.

Our approach on Shopify

We focus on collection pages (the highest-value SEO pages on most Shopify stores), product descriptions, technical hygiene, and blog content where appropriate.