Why Shopify Technical SEO Alone Won't Get You Results in 2025

Building a Store Is Easy — Getting It Found Is the Real Challenge

Setting up an online store takes just a few clicks these days. The real mountain to climb? Getting your beautiful new store visible in Google search results. While this journey begins with technical SEO, I've learned through hard experience that even flawless technical optimization doesn't guarantee traffic or sales.

Our Shopify Setup: Motion Theme and Its Limitations

At Alfa-Jewelry, we built our store on Shopify using the premium Motion theme. On paper, this combination offers everything you need: Shopify provides reliable hosting, responsive design capabilities, and SEO-friendly structures. The Motion theme adds modern layouts and performance-optimized animations.

Yet despite this solid foundation, achieving meaningful SEO results has required tremendous manual effort and complete technical ownership of our site. Let me share what we've learned.

The Double-Edged Sword of Shopify's Automated SEO

Shopify does handle many SEO basics automatically:

• Canonical tags management
• Hreflang implementation for international stores
• Structured URL creation

But this automation comes with significant limitations. With Shopify Markets, the hreflang and canonical logic happens server-side meaning you can't control it. This is particularly problematic because these tags come directly from the server, and you have no ability to modify them.

The result? Google potentially indexing thousands of unnecessary duplicate pages or market-specific versions that dilute your SEO juice and waste your precious crawl budget.

The Canonical Tag Challenge

Let me explain why this matters: canonical tags tell search engines which version of a page is the "master" version when multiple similar pages exist. When Shopify automatically generates these tags without allowing customization, you can end up with situations where:

• Collection pages with filters applied are treated as unique pages rather than variations of the main collection
• Duplicate products appearing in multiple collections create indexing confusion
• Regional variants of the same page compete with each other instead of supporting a unified SEO strategy

In a perfect world, you'd have granular control over these tags to implement what SEO professionals call "canonical consolidation"—pointing all similar content variants to a single, authoritative URL. But Shopify's server-side implementation makes this impossible without custom development that most store owners can't access.

What's worse, when you have multiple markets enabled, Shopify may generate different canonical URLs for each market variation, effectively telling Google that each is equally important instead of establishing a clear hierarchy. This fragmentation of your "SEO equity" can severely limit your ranking potential.

Self-Referential Canonical Tags in Each Market Domain

Important: Canonical tags must always point to themselves on each market-specific page (e.g., /en-us, /en-gb)

Yes, Shopify automatically adds canonical tags that always point to the specific version itself, for example:

• https://alfajewelry.com/en-us/products/example-product → canonical: https://alfajewelry.com/en-us/products/example-product
• https://alfajewelry.com/en-gb/products/example-product → canonical: https://alfajewelry.com/en-gb/products/example-product

This means they never redirect only to the main domain .com without the market path.

🔹 Canonical is always unique per URL market version
Each version created by Shopify Markets (e.g., /en-us, /de, /fr, etc.) has its own canonical tag that points to itself, not to other markets or the main version.

🔹 Exception: if you use only one market without a path
If you only have one market (e.g., just alfajewelry.com without /en-us), then the canonical points directly to this version without a path.

How Canonical Tags Work in Shopify Markets

Shopify Markets uses a subfolder structure by default (e.g., /en-us, /fi, /de) to manage different markets and language versions. Each of these pages has its own canonical tag that points to that specific URL itself. This means that, for example, the page https://yourstore.com/en-us/products/product has the following canonical tag:

<link rel="canonical" href="https://yourstore.com/en-us/products/product">

This practice helps Google understand that this is a separate version of the page, not just a duplicate.

The Importance of Hreflang Tags

Shopify Markets automatically adds hreflang tags that tell search engines about different language and regional versions. For example:

<link rel="alternate" href="https://yourstore.com/en-us/products/product" hreflang="en-us">
<link rel="alternate" href="https://yourstore.com/fi/products/product" hreflang="fi">
<link rel="alternate" href="https://yourstore.com/products/product" hreflang="x-default">

It's important to note that Shopify automatically includes a self-referential hreflang tag for each page, pointing to itself.

Why This Matters

This is part of the hreflang + canonical interplay between Shopify Markets and Google Search. Google wants to see:

• Each localized page having its own canonical
• Pages should also have hreflang tags referring to other localized versions

This way, Google doesn't interpret localized pages as duplicates, but as alternative language/region versions.

⚠️ Avoid Duplicate Content
If pages for different markets are identical in content (e.g., same language, currency, and content), Google may consider them duplicates. In this case, it might choose to index a different version than what you intended.

Ensure that pages for different markets differ in, for example:

• Language
• Currency
• Shipping terms
• Customer service contact information
• Sizing information

Best Practices ✅

1. Understand how Shopify implements canonical tags: Recognize that Shopify automatically creates self-referential canonical tags on each market page, and you cannot modify this server-side implementation.
2. Work with Shopify's automatic hreflang implementation: Be aware that Shopify Markets automatically generates and manages hreflang tags across all your store's language/region versions without allowing manual customization.
3. Focus on what you can control: Since you cannot modify canonical and hreflang tags directly, concentrate on:
   • Creating genuinely distinct content for each market
   • Proper market configuration in Shopify Markets
   • Using appropriate language settings for each market
   • Monitoring in Google Search Console to verify Shopify's implementation is working correctly
4. Consult developers for advanced needs: If you require custom canonical tag behavior beyond Shopify's defaults, you'll need specialized development work that modifies how Shopify's server-side rendering functions.
5. Localized content: Customize content for each market to avoid Google seeing markets as duplicates.
6. Avoid unnecessary redirects: Ensure that redirects based on browser language version don't prevent search engine indexing.

Tools and Verification 🛠️

• Google Search Console: Check how Google indexes your site and what canonical tags it uses.
• Screaming Frog: Scan your site to verify how Shopify has implemented canonical and hreflang tags.
• Shopify Admin: Review your markets configuration in Shopify Markets to ensure proper setup.

Expert Sources

Multiple SEO experts and agencies confirm this approach, including Digital Darts, Go Fish Digital, Eastside Co, Shopify's official documentation, Optizen Shopify App, Analyzify, and various Reddit communities specializing in e-commerce SEO.

Subdomains: A Warning

We strongly recommend against using subdomains unless you have clearly different language versions or sites targeted at different countries. Always ensure you're using official language codes (like en-us or en-gb)—not unofficial variations like en-eu that Google won't recognize properly.

Incorrect implementation creates more harm than good—you'll generate thousands of duplicate pages that waste your Google search capacity. If you're running a single-language store, direct all markets to your main market and simply add currency switching through Shopify Payments settings.

In 2025, the recommended approach is to use Shopify Markets with Shopify Payments, which provides a comprehensive solution for multi-currency support without needing subdomains. This feature lets you display prices in customers' local currencies automatically, customize pricing for different regions, and manage your international expansion from a single storefront.

Remember to verify that your theme supports both currency and language selectors, and ensure they're easily visible and accessible to your customers. At Alfa-Jewelry, we personally recommend disabling Shopify's automatic country detection feature, as it significantly slows down page loading times. This happens because the system needs to first identify the customer's country through multiple methods before loading the page properly. A manual selector gives customers control while maintaining faster loading speeds.

The reality: While Shopify automates some SEO elements, you still need to understand what's happening behind the scenes—or risk wasting your crawl budget and undermining your visibility.

The Structured Data Challenge: What Shopify Won't Tell You

The Motion theme includes basic structured data, but it's nowhere near comprehensive. We had to manually extend schema markup for key sections of our site:

• Homepage: Added Organization markup to clearly communicate our brand identity and contact details to Google
• Product Pages: Extended with rich Product schema including brand details, SKU information, and complete offer data
• Blog Posts: Implemented Article schema markup for better news visibility
• FAQ Pages: Added FAQPage schema markup to improve chances of featured snippets in search results and enhance visibility of our standard Shopify pages that contain frequently asked questions about our products, shipping, and return policies.

Product Schema Example: Leopard Deluxe Stripes Bracelets

Below is a sample of our structured data implementation for one of our popular products, the Leopard Deluxe Stripes Bracelets. This JSON-LD schema markup helps search engines better understand our product information, including pricing, variants, and availability status.

<script type="application/ld+json">
{ 
  "@context": "https://schema.org", 
  "@type": "Product", 
  "productID": "8415655100750", 
  "name": "Leopard Deluxe Stripes Bracelets", 
  "description": "\n \n Elevate your style with our Leopard Deluxe Stripes Bracelets, crafted with high-quality stainless steel. These statement-making accessories feature stunning stripes for a bold touch, perfect for any occasion.\n 3 PCs\/Set Which Includes:\n \n 1 x Beaded Bracelet\n 1 x Twisted Bangle\n 1 x Stripes Bangle\n \n \n\n", 
  "url": "https:\/\/alfajewelry.com\/products\/leopard-deluxe-stripes-bracelets",
  "image": [
    "\/\/alfajewelry.com\/cdn\/shop\/files\/leopard-deluxe-stripes-bracelets-1.webp?v=1741188258",
    "\/\/alfajewelry.com\/cdn\/shop\/files\/leopard-deluxe-stripes-bracelets-2.webp?v=1741188260",
    "\/\/alfajewelry.com\/cdn\/shop\/files\/leopard-deluxe-stripes-bracelets-3.webp?v=1741188262"
  ], 
  "brand": { 
    "@type":"Brand",
    "name":"Alfa-Jewelry" 
  }, 
  "offers":[
    { 
      "@type":"Offer", 
      "sku":"3256805269193524-Black Set A", 
      "price":"37.00", 
      "priceCurrency":"USD", 
      "availability":"https://schema.org/InStock", 
      "url":"https:\/\/alfajewelry.com\/products\/leopard-deluxe-stripes-bracelets?variant=46751921209678" 
    },
    { 
      "@type":"Offer", 
      "sku":"3256805269193524-Black Set L 20CM", 
      "price":"37.00", 
      "priceCurrency":"USD", 
      "availability":"https://schema.org/InStock", 
      "url":"https:\/\/alfajewelry.com\/products\/leopard-deluxe-stripes-bracelets?variant=48103581450574" 
    },
    { 
      "@type":"Offer", 
      "sku":"3256805269193524-Gold Set A", 
      "price":"37.00", 
      "priceCurrency":"USD", 
      "availability":"https://schema.org/InStock", 
      "url":"https:\/\/alfajewelry.com\/products\/leopard-deluxe-stripes-bracelets?variant=46751921275214" 
    },
    { 
      "@type":"Offer", 
      "sku":"3256805269193524-Gold Set L 20CM", 
      "price":"37.00", 
      "priceCurrency":"USD", 
      "availability":"https://schema.org/InStock", 
      "url":"https:\/\/alfajewelry.com\/products\/leopard-deluxe-stripes-bracelets?variant=48103581483342" 
    },
    { 
      "@type":"Offer", 
      "sku":"3256805269193524-Silver Set A", 
      "price":"37.00", 
      "priceCurrency":"USD", 
      "availability":"https://schema.org/InStock", 
      "url":"https:\/\/alfajewelry.com\/products\/leopard-deluxe-stripes-bracelets?variant=46751921045838" 
    },
    { 
      "@type":"Offer", 
      "sku":"3256805269193524-Silver Set L 20CM", 
      "price":"37.00", 
      "priceCurrency":"USD", 
      "availability":"https://schema.org/InStock", 
      "url":"https:\/\/alfajewelry.com\/products\/leopard-deluxe-stripes-bracelets?variant=48103581516110" 
    }
  ], 
  "aggregateRating": { 
    "@type": "AggregateRating", 
    "ratingValue": "4.8", 
    "reviewCount": "112"
  }
}
</script>

What About Collection Pages?

While collection pages don't absolutely need schema, there are options worth considering:

• ItemList Schema: Perfect for collection pages, but implementation can be complex in Shopify
• CollectionPage Schema: Helps Google understand the page's purpose
• BreadcrumbList Schema: Essential across your site for hierarchy clarity

Our Strategy: We've prioritized implementing schema where it delivers clear results: product pages, blog posts, our homepage, and FAQ content. For collection pages, we use a simplified approach with just CollectionPage and BreadcrumbList schema—delivering SEO benefits without excessive development effort.

For schema validation, we rely on:

• Google Rich Results Test
• Schema.org Validator
• Structured Data Linter

Important: Bad schema can actually harm your SEO. Always validate changes before publishing.

Speed Optimization Beyond the Basics

We've gone far beyond Shopify's defaults for page speed:

• Image optimization: All images are compressed and converted to WebP format with 70-80% compression for optimal file size without sacrificing quality
• Code minification: CSS and JavaScript files are properly minified, reducing file sizes and improving load times
• Smarter video handling: We never use YouTube or other services with autoplay enabled. Instead, we:
  • Load videos through thumbnails when possible
  • Upload videos directly to Shopify when size permits
  • Position videos as the second or third element on the page (never first)
  • Trigger playback only when 30% of the video is scrolled into view
  • Apply lazy loading to video elements
  • Most theme-based video elements provide decent functionality but often lack crucial features like structured data, which is particularly important for video content
• Simplified JavaScript: We avoid excessive scripts and keep things simple
• Streamlined homepage: Our homepage is limited to under 10 sections to reduce DOM size and improve load times

We've also implemented browser preloading technology for near-instant page transitions. Our system predicts user navigation paths and preloads pages in the background when users hover over links, creating a seamless browsing experience with zero-second load times between pages. This implementation of Speculation Rules API significantly improves Core Web Vitals metrics like Largest Contentful Paint (LCP) and Interaction to Next Paint (INP), which are crucial performance indicators for Google ranking in 2025.

Example Code for Hero Image Optimization

Below is an example of our code implementation for the hero banner image, which demonstrates several performance optimization techniques:

<div data-section-id="{{ section.id }}" class="banner-section">
  <div class="banner__image-container">
    {%- comment -%}
      1) Preload only the mobile image
         -> Mobile users always get the small image preloaded (fetchpriority=high)
         -> Desktop does NOT preload the large image, so mobile never downloads it unnecessarily
    {%- endcomment -%}
    {% if section.settings.mobile_image %}
      <link
        rel="preload"
        as="image"
        href="{{ section.settings.mobile_image | image_url: width: 640, height: 640 }}"
        media="(max-width: 767px)"
        fetchpriority="high"
      />
    {% endif %}
    {%- comment -%}
      2) Picture element structure:
         - Desktop source: (min-width: 768px), large image
         - Fallback <img> is the mobile image
           => Mobile never loads the large image, unless browser has a bug :D
           => Desktop loads the large image, but doesn't preload it
    {%- endcomment -%}
    <picture>
      <!-- Desktop source (large image, NO preload) -->
      <source
        media="(min-width: 768px)"
        srcset="{% if section.settings.desktop_image %}
          {{ section.settings.desktop_image | image_url: width: 1920, height: 1080 }}
        {% endif %}"
        sizes="100vw"
      />
      <!-- Fallback image (mobile) -->
      {% if section.settings.mobile_image %}
        <img
          src="{{ section.settings.mobile_image | image_url: width: 640, height: 640 }}"
          width="640"
          height="640"
          alt="Hero Banner"
          class="banner__image"
          loading="eager"
        />
      {% else %}
        <!-- If no mobile image selected, use a placeholder -->
        <img
          src="//via.placeholder.com/640"
          width="640"
          height="640"
          alt="Placeholder"
          class="banner__image"
          loading="eager"
        />
      {% endif %}
    </picture>
    <div class="banner__overlay"></div>
    <!-- Desktop text -->
    <div class="banner__text-container desktop">
      <div class="banner__text-large desktop">Update Your Wristgame</div>
      <div class="banner__text-small desktop">UNIQUE EYE-CATCHING STYLES</div>
    </div>
    <!-- Mobile text -->
    <div class="banner__text-container mobile">
      <div class="banner__text-large mobile">Update Your Wristgame</div>
      <div class="banner__text-small mobile">UNIQUE EYE-CATCHING STYLES</div>
    </div>
  </div>
</div>

While this code demonstrates several optimization best practices, it's important to note that it's not a perfect example and can always be improved. The implementation:

• Uses fetchpriority="high" for mobile images to ensure critical content loads first
• Implements responsive image techniques with the <picture> element to serve appropriate sizes
• Avoids loading large desktop images on mobile devices
• Includes proper width and height attributes to prevent layout shifts (improving CLS)
• Uses loading="eager" for above-the-fold content

Potential improvements could include:

• Adding WebP format options with fallbacks for older browsers
• Implementing native lazy loading for below-the-fold content
• Further optimizing alt text for better accessibility
• Including more specific image dimensions in the image_url filters
• Adding modern attributes like decoding="async" for non-critical images

As web performance best practices continue to evolve, we regularly review and update our implementation to maintain optimal loading speeds.

Shopify does have limitations we can't overcome (server response times, certain hardcoded elements), but by controlling everything within our power, we've dramatically improved speed across all devices.

Mobile-First in 2025: No Longer Optional

Every SEO improvement we make starts with mobile experiences. In 2025, most eCommerce traffic comes from phones—ignoring mobile optimization is leaving money on the table.

We rigorously test performance, layout integrity, and user experience from a mobile perspective. All images use responsive sizing, layouts stack cleanly on smaller screens, and interactions work seamlessly even on slower devices.

Our Google PageSpeed score of 99 for mobile confirms our commitment to mobile-first optimization.

The Pages You're Probably Neglecting

SEO isn't just about optimizing your homepage and product listings. Every single page on your site deserves attention—even those you might consider insignificant:

• 404 pages: We've transformed these dead ends into opportunities with product recommendations, collection links, and clear navigation. When visitors hit a broken link like this example, they're not lost—they're redirected to something valuable.
• Cart and checkout flows: Streamlined where Shopify allows editing (some parts are locked by Shopify, but you can optimize the accessible sections).
• Policy pages: Although Shopify automatically adds these to robots.txt "noindex," it doesn't mean you shouldn't optimize terms of service, privacy policy, and other "boring" legal pages to look visually clean for your customers.
• Ordering & Payment pages: We've speed-optimized these and ensured they're properly indexed.
• About, Contact, and utility pages: Complete meta optimization and speed improvements for every corner of our site.

Most of these pages are editable through Shopify's theme files. We've customized layouts, stripped unnecessary code, and ensured proper loading sequences. When necessary, we've modified code directly—which requires some technical knowledge but delivers significant results.

Schema validation for both FAQPage and Organization on our Ordering & Payment and Returns pages.

Why We Brought SEO In-House After Agency Disappointment

Initially, we tried working with SEO agencies, but the results were disappointing. Many delivered generic reports or superficial edits that didn't address our underlying technical issues.

Taking back control allowed us to make deeper optimizations and develop an intimate understanding of our site that no outside consultant could match. The learning curve was steep, but the results speak for themselves.

The Tools That Transformed Our Approach

Everything we've accomplished relied on modern tools, including paid versions of:

• ChatGPT (OpenAI)
• Claude (Anthropic)
• Google Gemini

These AI tools have been invaluable in helping us learn SEO concepts and strategies. We've used them to study best practices, analyze our site, and generate optimization ideas—but they're just tools, not magic solutions. The real work still requires human judgment and technical implementation.

For validating our structured data, we rely on:

• Structured Data Linter
• Google Rich Results Test
• Schema.org Validator

Plus other essential standards like Google Search Console and PageSpeed Insights.

Our journey has involved constant iteration, testing, and yes—learning from mistakes. We're still discovering new opportunities every week and are far from "done" with our SEO work. One of our biggest ongoing challenges? Building quality backlinks—they remain incredibly difficult to acquire organically, yet they're crucial for competitive rankings.

Our SEO Philosophy: Sustainable Growth Over Quick Wins

We're not trying to "game the algorithm." Instead, we're focused on building a fast, clear, and trustworthy site for real people—and letting Google recognize the value we provide.

No shortcuts. No spam tactics. Just consistent work, transparency with our customers, and long-term thinking.