The Step-by-Step Guide to SEO Optimising Shopify Product Pages for Google in 2025

If you're running a Shopify store, you've probably noticed that product pages don't automatically rank well in Google just because you've uploaded them. The harsh reality? Shopify's default SEO settings are basic at best, and without proper optimisation, your products will remain buried on page 10 where nobody will ever find them.

The good news is that Shopify actually provides excellent SEO tools once you know how to use them properly. This isn't about complicated technical wizardry - it's about methodically optimising each element that Google uses to understand and rank your products. Here's exactly how to do it.

10 Step Guide to SEO Optimising Shopify Product Pages

Step 1: Research and Choose Your Target Keywords

Before touching anything in Shopify, you need to know what people are actually searching for.

What to do:

• Use Google's Keyword Planner or Ubersuggest to find product-specific keywords

• Focus on keywords with 1,000-10,000 monthly searches (sweet spot for most SMEs)

• Look for "buying intent" keywords that include terms like "buy," "best," "cheap," or specific product features

• Check what keywords your competitors are ranking for using tools like SEMrush or Ahrefs free versions
  

Pro tip: Don't chase high-volume, generic terms like "shoes" - you'll never outrank established retailers. Instead, target specific phrases like "waterproof hiking boots UK" or "vegan leather handbags women."

Step 2: Optimise Your Product Title (The Foundation)

Your product title is the most important SEO element on the page. Shopify uses this for your H1 tag and meta title by default.

What to do:

1. Navigate to Products → All products → Select your product

2. In the "Title" field, create a title that includes:

   • Your primary keyword (ideally at the beginning)

   • Key product features or benefits

   • Keep it under 60 characters to avoid Google truncation

Example: Instead of: "Blue Dress" Use: "Women's Navy Midi Dress"

Step 3: Craft Compelling Meta Descriptions

This is what appears in Google search results below your title - it's your sales pitch to potential customers.

What to do:

1. Scroll down to "Search engine listing preview"

2. Click "Edit website SEO"

3. Write a meta description that:

   • Includes your primary keyword naturally

   • Highlights key benefits or unique selling points

   • Creates urgency or emotional appeal

   • Stays within 155-160 characters

   • Includes a call-to-action
     

Example: "Discover our artisan-crafted women's navy midi dress. Made from an organic cotton blend, perfect for work or weekend. Free UK delivery on orders over £50. Shop online now."

Step 4: Optimise Your Product URLs

Shopify auto-generates URLs, but they're often not SEO-friendly.

What to do:

1. In the SEO section, look for "Search engine listing preview"

2. Edit the URL handle to include your primary keyword

3. Keep it short, descriptive, and remove unnecessary words

4. Use hyphens between words, not underscores
   

Example: Instead of: yourstore.com/products/product-12345-blue-dress-medium Use: yourstore.com/products/womens-navy-midi-dress-cotton

Warning: Only change URLs for new products or products with no existing traffic - changing established URLs can hurt your rankings.

Step 5: Write SEO-Optimised Product Descriptions

Your product description needs to work for both customers and search engines.

What to do:

1. Write for humans first - focus on benefits, not just features

2. Naturally include your primary keyword 2-3 times (don't stuff)

3. Use related keywords and synonyms throughout

4. Structure with short paragraphs and bullet points for readability

5. Include technical specifications that people might search for

6. Add trust signals like guarantees, certifications, or awards
   

Template structure to follow:

• Opening paragraph with primary keyword and main benefit

• Key features and benefits (bulleted)

• Technical specifications or sizing information

• Care instructions or usage tips

• Trust signals and guarantees
  

Step 6: Optimise Your Product Images

Images are crucial for both user experience and SEO, especially for Google Images traffic.

What to do:

1. Upload high-quality images (at least 1024x1024 pixels)

2. Rename image files before uploading: "womens-navy-midi-dress-front.jpg" instead of "IMG_1234.jpg"

3. Add alt text to every image that describes what's shown and includes relevant keywords

4. Use multiple angles and lifestyle shots

5. Compress images to keep file sizes under 100KB (use TinyPNG)
   

Alt text examples:

• "Women's navy blue midi dress with long sleeves on model"

• "Close-up detail of organic cotton fabric texture on navy dress"

• "Navy midi dress styled with brown leather boots and handbag"
  

Step 7: Set Up Proper Product Collections

Shopify's collection system helps Google understand your site structure.

What to do:

1. Create logical collections based on product types, not just "Sale" or "New"

2. Use keyword-rich collection names: "Women's Midi Dresses" not "Pretty Dresses"

3. Assign products to multiple relevant collections

4. Write unique descriptions for each collection page

5. Set up breadcrumb navigation (most themes do this automatically)
   

Step 8: Add Structured Data (Schema Markup)

This helps Google display rich snippets with prices, reviews, and availability.

What to do:

1. Most modern Shopify themes include basic product schema

2. Check if yours does by testing a product URL at schema.org/validator

3. If missing, install a schema app like "JSON-LD for SEO" or "Schema Plus"

4. Ensure it includes: product name, price, availability, brand, and review ratings
   

Step 9: Encourage and Optimise Customer Reviews

Reviews provide fresh content and long-tail keywords while building trust.

What to do:

1. Install a review app like Reviews.io or Yotpo

2. Send automated review requests 7-14 days after delivery

3. Respond to reviews (adds more content to the page)

4. Don't hide negative reviews - they actually increase trust

5. Use review keywords in your product descriptions when appropriate
   

Step 10: Monitor and Improve Page Speed

Slow-loading pages hurt both conversions and SEO rankings.

What to do:

1. Test your product pages with Google PageSpeed Insights

2. Compress all images (aim for under 100KB each)

3. Remove unused apps and code

4. Choose a fast, well-coded theme

5. Consider a CDN like Shopify's built-in system or Cloudflare
   

Target metrics:

• Mobile page speed: Above 50 (aim for 70+)

• Desktop page speed: Above 70 (aim for 85+)

• Largest Contentful Paint: Under 2.5 seconds
  

Step 11: Track Your Results

SEO without measurement is just guesswork.

What to do:

1. Set up Google Analytics 4 and Google Search Console

2. Monitor your product pages' rankings for target keywords

3. Track organic traffic and conversion rates monthly

4. Use Search Console to identify which keywords are bringing traffic

5. Double down on what's working, adjust what isn't
   

Expect results: Most product page optimisations take 3-6 months to show significant ranking improvements. Don't panic if you don't see immediate results.

Common Mistakes to Avoid

• Keyword stuffing: Using your keyword too many times makes content unreadable and can hurt rankings

• Duplicate content: Don't copy manufacturer descriptions - write unique content for every product

• Ignoring mobile: Over 60% of searches happen on mobile - always optimise for mobile-first

• Forgetting internal linking: Link to related products and collections to help Google understand your site structure
  

In a nutshell

SEO optimising your Shopify product pages isn't rocket science, but it does require systematic effort. Start with your best-selling products, perfect the process, then scale to your entire catalogue.

Remember, you're not just optimising for Google - you're creating better experiences for real customers who are trying to find and buy your products. Get that balance right, and both your search rankings and sales will improve.

Need help with your SEO strategy or implementation? Browse our SEO packages for e-commerce brands here