Shopify Product Page SEO Blueprint

As a Shopify brand owner, one of the most important things you need to pay attention to is the on-page SEO of your product pages. 

Not only will good on-page SEO optimization allow you to rank higher for your target keywords, but at the same time, it would also allow you to rank for more keywords and dramatically improve the visibility of your products.

At GoldenWeb, we’d argue that Shopify Product Page SEO is one of the highest ROI activities a brand can invest in, especially since it's just a one-time project.

It’s a one-time project where you go through all of your product pages, optimize them, and then over time as your domain authority grows, you will end up ranking for dozens, if not hundreds of extra keywords, just because you've done the right thing and optimized the product pages at the start.  

In this post, we will share the exact step-by-step process that we use internally at GoldenWeb to optimize the product pages of our Shopify SEO, Shopify Plus seo clients.

Shopify Product Page SEO

1. Keyword Research

Just like we've done with the home page and collection pages, the first step is exporting a list of all potential target keyword pages.

If you’re selling nail polish, you’d want to export a list of every keyword that contains “nail” and “polish”.

shopify product page seo

From there on out, you’ll need to remove all the irrelevant keywords, and group similar keywords and their variations together.

You’ll then have to decide if a keyword should be targeted with a collection page or a product page.

Up next, go through the list of keywords you plan on targeting with your product pages, including product variants, and check if you already have those product pages created, if not, you should proceed to step 2 and create them.

2. Create Product Pages and Optimize URLs

We check the backend elements of your page one by one to see whether they are optimized for search engines to scan and rank them highly. Some factors we look at when doing this include meta titles, meta descriptions, HTML tags, product tags, image alt text, and internal linking.

3. Optimize Meta Titles & H1s

Just like in the previous step where we optimized the URL slug of the product page, we need to do the same by optimizing the meta titles and H1 tags by adding our target keyword in there.

When it comes to your meta title, you should try and add the target keyword, all the way at the start of the meta title.

shopify seo product description

In regards to the H1s, you can add the target keyword anywhere, as long as it’s included.

4. Add a 100 Word Description to Every Product Page

Another best practice that we highly suggest utilizing is adding at least a hundred words of a unique description to every single product page.

We understand that this may be a bit challenging if you have products with multiple variations, what we'd recommend is utilizing some of the frequently asked questions and forming those into content on product pages. 

The extra added content with your target keywords will really help you improve your rankings and the on-page SEO of your product pages, which in turn will help you to rank higher. 

5. Add Target Keyword as Image File Name and Alt Tag

If we continue with our example of using “black nail polish” as our target keyword for the product page…

We would also want to name the product image file “black nail polish”, so that it contains our target keyword.

Of course, we should also add an alt tag with the exact same target keyword.

shopify seo product page

6. Enable Product Schema

Another quick win that you can apply to get an edge over your competitors is by leveraging your product reviews to generate more clicks from Google.

I hope that as a Shopify brand, you're already utilizing customer reviews and displaying them across your collection and product pages.

However, there's one extra step that you can take, which is to add the proper code to your Shopify site, which will allow Google to read your product reviews and display them in organic search results.

By adding the code (product schema) stars and reviews will appear under your organic search results, which will dramatically increase your clicks and click-through and conversion rates, which will then further boost your rankings. 

7. Optimize Shopify URL Structure

Last, but not least. You just want to double-check that your Shopify URL structure is optimized. 

By default, if you click through to a product page from a collection page, Shopify will actually include the name of the collection in the product page URL. You can easily fix this by going into the Shopify theme.liquid file and removing the dynamic URL part of the code. 

By doing that, you'll be able to just have a single URL that does not change and does not include the name of the collection from which it was accessed in the first place.

shopify seo for product pages

By doing this, you will dramatically improve the crawlability of your store, as a single product, will have just one URL. 

What to do After Optimizing your Shopify Product Page SEO?

After you’ve optimized the homepage collection and product pages, the next best step would be to consider running a full Shopify SEO audit, which would allow you to optimize the on-page, off-page, and technical SEO aspects of your store, to make sure everything’s set up in a way that maximizes your chances of SEO success.

Click here to request a free mini SEO audit for your store, to see if you qualify for the full SEO audit.

Deven Davis


"GoldenWeb’s work has been amazing for us.

We already had a decent base with content and structure, but their work has positioned us to continue to make gains in very competitive areas."

Alex Smith


"Benjamin and his team have been great to work with, have proven themselves with a ton of results.

Benjamin goes out of his way to provide value in all areas of the business as he's an operator himself."