Introduction 
Running a Shopify store in 2025 means you’re operating in a highly competitive online marketplace. There are hundreds of thousands of Shopify stores on the web, and your target customers won’t even know you exist unless your shop appears prominently in search results . Search engine optimisation  is what makes the difference between a store that’s invisible and one that attracts a steady stream of organic traffic. However, even savvy UK and international Shopify store owners often make common SEO mistakes that hurt their rankings and sales. 

In the past, you might have gotten by with basic tactics, but Shopify SEO in 2025 looks nothing like its 2023 predecessor. Old habits like keyword stuffing are dead, and stores clinging to outdated practices are sinking fast . The game has changed: Google now rewards lightning-fast sites, structured data, mobile-friendly design, and robust content, while penalizing sites that ignore these essentials . In other words, success today lies in avoiding pitfalls and nailing the details that signal experience, expertise, authority, and trust  in your website content. 

In this comprehensive guide, we’ll walk through the top Shopify SEO mistakes to avoid in 2025 – and more importantly, how to fix them. These Shopify SEO tips will help you improve your store’s visibility and conversion rates. We’ll keep things professional but approachable, with short, easy-to-read paragraphs and actionable advice . Whether you’re a Shopify store owner in London or serving customers worldwide, avoiding these mistakes can boost your search rankings. Let’s dive in! 

1. Thin Content on Product & Collection Pages

One of the most prevalent Shopify SEO mistakes is having too little content on key pages. Many Shopify stores have product pages with just a few lines of description  and collection pages with no descriptive text. This “thin” content makes it nearly impossible for Google to understand and rank your pages. Remember, search engines can’t see your beautiful product photos or fancy layout – they rely on text to determine what your page is about. If you barely talk about your products or industry, Google has very little to work with . 

Thin content also fails to provide value or answer customer questions, which hurts your E-E-A-T . For example, a small Shopify store might have 10 products with only one-sentence descriptions and a brief About Us page . From Google’s perspective, that’s not much information to establish your relevance or authority. No collection descriptions is another related mistake – collection  pages that just list products without any intro text miss an opportunity to target category-level keywords and explain what the collection offers. 

How to Fix: 

• Enrich your product descriptions: Write unique, detailed descriptions for every product. Highlight features, specifications, size/fit info, materials, and benefits. Aim to answer common questions within the description so customers  get more insight. For instance, include usage tips or a brief story about the product. More content means more keywords and context for search engines . 

• Add collection page content: Don’t leave collection pages blank. Add a short paragraph at the top or bottom of the page describing the collection. For example, if you have a “Summer Dresses” collection, mention the styles, occasions, or trends it covers. This helps target general keywords  and improves user experience by guiding shoppers. 

• Incorporate FAQs or size guides: Consider adding an FAQ section or size guide on product pages where applicable. This not only provides helpful info  but also naturally adds relevant keywords. 

• Leverage user-generated content: Encourage customers to leave reviews and display them on product pages. Reviews add fresh, original content about the product . Plus, they serve as social proof, showing new visitors that your products are trustworthy – a win for both SEO and conversion . 

By beefing up your on-page content, you make it easier for Google to see your page as high-quality and relevant. Just ensure the content remains quality over quantity – it should genuinely help the shopper. .) Aim to demonstrate your experience and expertise with your products through what you write . This way, you’ll avoid the thin content trap and give your Shopify store a better chance to rank for important keywords. 

2. Skipping Keyword Research & Ignoring Search Intent

Another foundational mistake is not doing proper keyword research and failing to align your content with search intent. This often happens when store owners create products and content based on what they want to say, rather than what their customers are actually searching for on Google. The result? You might have beautiful product names and descriptions, but if they don’t contain the phrases people use, your pages won’t show up in the search results for those products. 

For example, you might list a product as the “Aurora Maxi Dress” – a creative name – but shoppers are more likely searching for “long summer dress UK” or “evening maxi dress”. If your page doesn’t include those terms, Google may not realise your product is relevant to that query. Similarly, many Shopify merchants neglect buyer intent in their content. If you have a blog, you might post updates about your store or generic tips, but miss out on addressing the actual questions or problems your potential customers have . As one 2025 SEO guide noted, many Shopify stores neglect buyer intent and fail to create content their users want to see . 

Ignoring search intent can also lead to using keywords in the wrong context. For instance, targeting only short, broad keywords  is very competitive and might attract visitors who aren’t ready to buy. On the other hand, long-tail keywords that match specific intent  could bring in highly motivated buyers. If you haven’t researched these, you’re flying blind. 

How to Fix: 

• Do your keyword homework: Use keyword research tools  to find out what terms people use for products like yours. Look for a mix of short-tail and long-tail keywords relevant to your offerings. Long-tail queries may have lower search volume, but they often indicate higher intent and less competition. 

• Think like a customer: Brainstorm the questions a potential buyer might ask. For example, if you sell organic skincare, customers might search “how to treat dry skin in winter” or “best organic moisturiser UK”. These are opportunities for content  that draws them in. Create content that answers these questions or solves these problems, and naturally tie in your products as part of the solution. This way you address buyer needs to rank higher and also convert sales . 

• Map keywords to intent: Ensure you’re using the right keywords on the right pages. Product and category pages should target transactional terms , whereas your blog can target informational queries . By aligning page content with the intent behind the keywords, Google is more likely to rank you for those queries. 

• Avoid outdated tactics: Don’t stuff keywords unnaturally or hide them. Google’s algorithms are smart – they reward content that satisfies the searcher over content that just repeats keywords. Focus on writing for humans first, then make sure the important terms are included in a natural way. A page that truly answers a query will automatically use relevant phrases. 

Investing time in understanding keywords and intent is crucial for Shopify SEO in 2025. It ensures you’re creating content that matches what people are looking for. This not only improves your chances of ranking, but also means the visitors you get are more likely to be interested in your products . If keyword research feels overwhelming, an expert agency like Digital Web London can provide insight into what your target audience is searching for and help you craft an effective keyword strategy. 

3. Duplicate Content & URL Confusion

Duplicate content is a sneaky Shopify SEO issue that can hurt your rankings without you even realising it. It occurs when the same  content appears on multiple URLs. Shopify, by its nature, can unintentionally create duplicate URLs for your pages. For instance, a product might be accessible via multiple paths – your main product URL and additional URLs if that product is listed in different collections. Out of the box, Shopify does add canonical tags  on product pages to mitigate this. However, other forms of duplication often slip through the cracks. 

A common scenario: your product “Blue T-Shirt” might appear at yourstore.com/products/blue-tshirt and also at yourstore.com/collections/sale/products/blue-tshirt. That’s essentially the same content at two addresses, which can confuse search engines . Shopify collection and tag pages, if not handled properly, can lead to lots of duplicate or thin pages . Additionally, if you’ve copied descriptions from manufacturers or used the same description for multiple products, that’s duplicate content within your site . 

Why is this a problem? Google may struggle to decide which version of a page to index or rank, diluting your SEO efforts. In some cases, Google might even flag your site’s content as low-value if it finds too many duplicates. At best, duplicate content wastes crawl budget , and at worst it can cause ranking drops if Google thinks you have lots of redundant pages. 

How to Fix: 

• Implement canonical tags: Ensure each product page has a canonical URL pointing to the primary version of the page. Shopify largely does this out-of-the-box for products . But if you create custom pages or duplicates, use <link rel=”canonical”> tags in your theme or an SEO app to tell search engines which URL is the “master” version. This helps prevent confusion when Shopify creates multiple URLs for the same product, confusing search engines . 

• Use unique content: Always write original product descriptions . If two products are similar, resist the urge to copy-paste; tweak the content to be unique for each. Likewise, avoid using manufacturer descriptions verbatim – they often appear on many sites. Unique content sets you apart in Google’s eyes. 

• Mind your collections and tags: If you have a lot of tag-generated pages or if you use filtering apps that create separate URLs, consider noindexing those thin pages . Alternatively, provide some unique text on important collection pages to differentiate them. Also, don’t create dozens of nearly empty collections with overlapping products; consolidate where it makes sense. 

• Redirect or prune unnecessary duplicates: If you find duplicate pages that serve no purpose , set up a 301 redirect to the main page. This not only eliminates duplication but also funnels any SEO value  from the duplicate to the correct URL. Shopify’s admin has a URL redirect tool that makes this easy to manage. 

Duplicate content can be technical and tricky to spot. A professional Shopify SEO audit can identify hidden duplicate URLs or content issues on your site. Digital Web London’s free Shopify SEO audit, for instance, checks for these kinds of problems and can guide you on fixing them before they undermine your SEO efforts. 

4. Poor Site Structure and Navigation

Have you ever clicked through an online store and felt lost in a maze of categories within categories? That’s the result of a poor site structure – and it’s a common SEO mistake on Shopify stores. Too many Shopify stores have a messy hierarchy, like “digital hoarders” stuffing categories inside subcategories and so on . If your products are buried deep or your navigation is confusing, both users and search engines will have a hard time. 

From an SEO perspective, a clear and simple site architecture helps search engine crawlers find and index all your important pages. It also helps distribute “link equity”  from your homepage and top pages down to your product pages. Conversely, if a product is five clicks away from the homepage or only accessible through a convoluted menu, Google might treat it as less important . Users will also get frustrated if they can’t find what they need quickly, leading to higher bounce rates. Remember the rule of thumb: products should be accessible within three clicks from the homepage . If your store violates the “three-click rule,” it’s time to simplify. 

Another structural issue is not linking between your own pages effectively. This isn’t about the main menu, but rather internal links within content. For instance, if you have a blog post about “Winter Fashion Tips,” and you sell winter coats, it’s a missed opportunity if you don’t link from that blog post to the relevant product or category page. Many Shopify store owners neglect internal linking, which can guide users to products and also help search engines understand which pages are related and important. 

How to Fix: 

• Flatten your hierarchy: Aim for a flat site structure where possible. Ideally, your architecture might be Home > Category > Product, and that’s it. Avoid unnecessary layers like Home > Category > Subcategory > Sub-subcategory > Product unless truly needed for a large catalog. Every additional click is a chance to lose a visitor . Simplifying categories can dramatically improve UX and SEO. In fact, winning sites keep it simple: three clicks max from homepage to product – period  . 

• Improve your navigation menu: Make sure your main menu is clear and well-organized. Use logical categories that a user would immediately understand. If you have lots of product categories, consider a well-structured mega menu  to display subcategories in an organized way without endless drilling down. A mega menu or clear dropdown can help users jump to the section they want, and it signals to search engines the key sections of your site. 

• Add breadcrumbs: Breadcrumb navigation  is great for both users and SEO. Shopify has apps and some themes with breadcrumb support. Breadcrumbs not only help users backtrack easily, but they also appear in Google results sometimes, showing the site hierarchy. This can improve your result’s appearance and click-through rate. 

• Use internal linking strategically: Within your page content, link related pages. For example, on a product page for hiking boots, if you mention “hiking backpacks,” make that a link to your backpacks category. Or on your blog, when you reference one of your products, link to it. Internal links help distribute page authority and keep visitors engaged by guiding them to more information . Just ensure links are relevant and not overdone – think of what would genuinely help the reader. 

• Submit a sitemap & use Search Console: Shopify automatically generates an XML sitemap  which lists all your pages. Make sure you submit this to Google Search Console. This ensures Google knows about all your pages, even if your navigation isn’t perfect. It’s a safety net that complements a good site structure. 

By organizing your store with a cohesive, user-friendly structure, you create a better experience for shoppers and make it easier for search engines to crawl and index your site. The payoff is higher visibility: Google can more readily see what your site is about and which pages are most important. As a bonus, a well-structured site is easier to manage in the long run, and it’s something our team at Digital Web London always emphasizes during Shopify SEO audits and optimisations. 

5. Unoptimized Title Tags and Meta Descriptions

When it comes to on-page SEO basics, one mistake that still plagues many Shopify stores is neglecting the title tags and meta descriptions. These are the snippets of text that appear in Google’s search results . Shopify allows you to set custom SEO titles and descriptions for each product, collection, blog post, and page – yet many store owners leave the defaults in place or don’t fully optimise these fields. 

Why is this a problem? Because the page title tag is one of the most important on-page SEO factors. It tells search engines  what the page is about. If you leave a generic title like “Product – Store” or simply the product name without context, you miss an opportunity to include keywords and entice clicks. Similarly, meta descriptions don’t directly influence rankings, but they do influence click-through rates – a compelling description can convince a user to click your link over others, which can indirectly improve your SEO performance. 

Common mistakes include: duplicate title tags across many pages , titles that are too long and get cut off, or too short and not descriptive. Some Shopify themes or apps might auto-generate titles, but you should review them for uniqueness. Meta descriptions are often left blank or simply copy the first lines of a product description, which might not be optimal. An unoptimized meta might read: “This product is made of high-quality materials and available now.” – which doesn’t tell the searcher why it’s special or relevant to their search. 

How to Fix: 

• Craft unique, keyword-rich titles: Edit the SEO title for each important page . Include the primary keyword for that page near the start of the title, and if possible, add a secondary keyword or an enticing detail. For example, instead of a product title tag just saying “Aurora Maxi Dress – MyStore”, use something like “Aurora Maxi Dress – Elegant Blue Summer Dress UK | MyStore”. The latter includes a descriptive keyword phrase  that someone might search, plus your brand. Keep titles around 50-60 characters if you can . 

• Write compelling meta descriptions: Think of the meta description as a mini advertisement for your page. Summarize what’s great about the product or page in 1-2 sentences, and include a call-to-action or a value proposition if possible. For instance: “Aurora Maxi Dress – A flowing blue summer dress perfect for weddings and holidays. Free UK shipping and easy returns – shop now!” This hits some keywords  and gives the user a reason to click. Aim for about 120-155 characters; anything longer may be truncated in results. 

• Avoid duplicates: Ensure each page has a distinct title and meta description. Shopify’s bulk editor or SEO apps can help spot duplicates. If many products are similar, it’s worth taking the time to customize their metas at least a bit  so each stands out. Remember, missing meta tags or using the same ones can weaken your search visibility  by confusing search engines about which page to show for a query. 

• Optimise headings on the page: Along with meta tags, make sure each page has a clear H1 heading  that includes the main keyword. Avoid multiple H1s on one page . Use H2s and H3s for subheadings in descriptions or blog posts to structure the content. While these aren’t visible in Google’s snippet, they help SEO by reinforcing content structure and relevance. 

• Preview and tweak: After updating titles and metas, use the Google Search Console’s URL Inspection tool or a third-party snippet preview tool to see how they might appear in search results. Tweak as needed for clarity and punchiness. The goal is both search engine optimisation and human appeal – you want the user to click your result confidently. 

Optimizing titles and meta descriptions is a quick win in many cases. It doesn’t require code – just thoughtful copywriting. If you have a lot of products, prioritize your top sellers or most important pages first. This small effort can yield a higher click-through rate from the search results, meaning more traffic without even changing rankings. And if this feels tedious, remember that agencies like Digital Web London frequently handle on-page SEO optimisations; we’ve written countless meta tags that strike the balance between keywords and conversion-friendly language. 

6. Neglecting Image Alt Text and Optimization

Images are crucial in e-commerce – they showcase your products and make your site visually appealing. But from an SEO standpoint, images need a little extra attention to truly help  your rankings. The two big mistakes in this area are forgetting to add alt text to images, and failing to optimise image file sizes/formats for fast loading. 

Alt text  is a short descriptive text you can assign to images . Alt text serves two purposes: accessibility  and SEO . If you don’t specify alt text, you miss a chance to tell Google what the image  is about. Many Shopify store owners either leave alt text blank or just insert a few unrelated words. That’s a mistake – especially when images could be describing products with keywords. Not using alternate text to optimise images is a missed opportunity . 

For example, an image named IMG001.jpg with no alt text does nothing for SEO. But an alt text “Blue summer maxi dress by MyStore, front view” gives context. In fact, adding specific alt text with product names, colors, and categories can help your images show up in Google Images search and reinforce page relevance . Plus, as noted earlier, it improves accessibility, which is good practice and indirectly good for SEO . 

The second issue is image size and speed. Large, uncompressed images can slow down your site significantly. If your pages load slowly because you have multi-megabyte image files or you’re not using modern formats, both your rankings and user experience will suffer. Google has made speed a ranking factor, and heavy images are often the number one culprit for slow Shopify sites. Neglecting this is essentially ignoring an easy technical fix for better performance. 

How to Fix: 

• Add descriptive alt text to every image: Go through your product images  and fill in the alt text field. Describe what’s in the image as if to someone who cannot see it. Include the product name and a keyword if relevant, but keep it natural and succinct. For example: “Women’s leather handbag in black – side view” is a good alt text. It describes the image and hits “women’s leather handbag” as a keyword phrase. Avoid keyword stuffing; the text should read logically. When search engines crawl your page, these alt texts make it easier for them to understand and rank your images and pages . 

• Optimise image file sizes: Before uploading images to Shopify, resize them to the maximum dimensions needed and compress them. There are many tools  that can reduce file size without visible quality loss. For instance, a hero banner image doesn’t need to be a 5000px wide, 5MB file if your site displays it at 1600px width; resize it and compress it to maybe 200-300KB. Smaller images = faster loading = better SEO and happier users. 

• Use modern image formats: Shopify now supports serving images in WebP format  in many cases. Ensure you’re taking advantage of that. If your theme doesn’t do it automatically, consider an app or theme update that does. Also, use SVGs for icons or logos where possible . 

• Enable lazy loading: Most Shopify themes these days have lazy-loading for images . If your theme is older and lacks this, consider updating or using an app to implement it. Lazy loading can save seconds off page load time by deferring off-screen images . This is especially useful on pages with many images . 

• Name files wisely: This is a minor point, but naming your image files descriptively  can provide another tiny signal to search engines. It’s not as important as alt text, but it’s good practice and helps keep your media library organized too. 

By paying attention to image SEO, you not only avoid the mistake of silent pictures , but you also improve site performance. Faster sites tend to rank better and certainly convert better. In fact, even a 1-second delay in loading time can lead to a 7% drop in conversions  – users just have little patience for slow pages. So optimizing images is a two-for-one win: better SEO and a smoother shopping experience. 

7. Not Optimizing for Mobile Users

It’s 2025 – by now, mobile traffic dominates e-commerce. Google has fully rolled out mobile-first indexing, meaning it primarily uses your site’s mobile version to determine rankings. If your Shopify store isn’t mobile-friendly, that’s a major SEO mistake . Many store owners assume their site is mobile-optimized because Shopify themes are responsive by default. But not all customizations or apps are mobile-friendly, and sometimes the mobile experience is an afterthought. 

Common mobile-related issues include: pages that don’t render properly on smaller screens, text or buttons that are too small to tap, pop-ups that cover the whole screen, or simply slow performance on mobile devices. Remember, mobile users often have less bandwidth and are on the go, so a site that loads in 3 seconds on desktop might take 6-8 seconds on a phone – by which time the user might leave. If your mobile UX is poor, Google will notice signals like high bounce rates or low time-on-site from mobile users, and that can indirectly hurt your rankings. Plus, Google’s algorithm explicitly uses mobile page speed and mobile usability factors for ranking. 

How to Fix: 

• • Choose a mobile-responsive theme: Virtually all Shopify themes in recent years are responsive. If you’re on an old theme that isn’t, consider updating. The Dawn theme  is a great free option that is lightweight and mobile-first. Customizing a newer theme for your brand will likely pay off in both looks and performance . 

• Test your site on real devices: Don’t rely solely on how the theme claims to be mobile-friendly. Take out your smartphone  and navigate your site. Is everything easy to read without zooming? Are buttons and links easy to tap with a thumb? Does the layout feel intuitive? Better yet, ask a friend or two to try browsing and see if they encounter any pain points. Sometimes, simple tweaks like increasing font size or spacing can make a big difference. 

• Use Google’s Mobile-Friendly Test: Google offers a free tool called Mobile-Friendly Test  where you enter your URL and it tells you if there are any obvious mobile usability issues. It will flag things like clickable elements being too close together or content wider than the screen. Address any issues it raises, as they could be affecting your SEO. 

• Optimize mobile load speed: As mentioned earlier, image optimization is key for mobile speed. Also, avoid heavy scripts or apps that aren’t necessary. Some apps might be fine on desktop but sluggish on mobile. If an app adds a big slider or video that autoplays on mobile, consider disabling such features for mobile users. Simplify the mobile experience – often “less is more” on a small screen. You might prioritize showing product info and reviews over, say, a large background video that is more ornamental. 

• Design for touch: Ensure that interactive elements  are sized for touch. For example, a common mistake is having a menu with many tiny links that are hard to tap accurately. If you find it tricky to navigate your own site one-handed on a phone, that’s a sign to redesign those elements . 

• Consider mobile-specific features: There are AMP solutions for Shopify  and other techniques, but those can be complex. At minimum, ensure your checkout process is mobile-optimized . Also, test that any pop-ups or banners are easy to close on mobile . Google may penalize sites with obtrusive interstitials on mobile. 

Most consumers browse and shop via their mobile phones, and that trend will continue . A smooth mobile experience not only helps SEO but can boost your sales conversion rate . By optimizing for mobile, you essentially future-proof your Shopify store for how the majority of users prefer to shop. Plus, you’ll align with Google’s emphasis on mobile UX in rankings. In short: think mobile-first in design and performance – your SEO will thank you. 

8. Slow Site Speed and Heavy Apps

Site speed has graduated from a “technical nice-to-have” to an absolute necessity in SEO. In a world of short attention spans, a slow-loading Shopify store can kill your rankings and your revenue. We touched on image optimization already  since images are a big part of speed, but the problem often goes deeper: too many apps, bloated themes, and unoptimized code can all contribute to sluggish performance. 

Many Shopify merchants fall into this mistake by installing lots of apps to add features  without realising each app often adds its own scripts and CSS. Over time, you accumulate “app bloat” – even if you remove an app, bits of code can sometimes linger. A heavy theme with lots of fancy effects can also slow things down, especially if it wasn’t built with performance in mind. The result is a store that might look nice but quietly frustrates users with each second of loading delay. It’s almost funny how many store owners load up their sites with fancy apps and massive images, then wonder why conversions tank . Don’t be that store owner in 2025! 

Google’s Core Web Vitals  are metrics that quantify user experience, and speed is a huge component of those. A poor score can hurt your SEO. Moreover, as mentioned earlier, slow speed directly impacts conversions – a famous statistic is that a 1-second delay can reduce conversions by 7% . Imagine losing sales simply because your site took a heartbeat too long to load. 

How to Fix: 

• Audit your apps: Take a hard look at the apps installed on your Shopify store. Are you using all of them? Are there some that overlap in functionality? Remove any app that isn’t providing significant value. For the remaining, check if they offer a “load on specific pages” option . By ditching unused apps, you’ll likely remove a lot of excess code. Pro tip: after uninstalling an app, follow any instructions the developer provides for removing leftover code, or use an app removal tool if available. 

• Use a lightweight theme: If your theme is old or very feature-heavy, consider switching to a modern, fast theme. Shopify’s Dawn theme is known for being lightweight and quick . There are also third-party themes optimized for speed. You might lose some fancy design elements, but you can often reintroduce key branding touches without sacrificing performance. The faster pages are usually worth the trade-off. 

• Minimize external scripts: Sometimes we add external code for tracking  which are necessary, but be mindful of optional ones. For instance, loading five different analytics or chat widgets can add delay. Keep only what’s essential for your business. If you have older tracking scripts that you no longer use, remove them. 

• Enable performance optimisations: Shopify continuously improves their platform’s performance . Ensure you’ve enabled any available options. For example, Shopify now has an option to use “Online Store 2.0” features which can be faster. Also, if you haven’t yet, upgrade to Shopify’s latest theme architecture – it allows things like app blocks which can be cleaner than old app integration methods. 

• Test and measure: Use tools like Google PageSpeed Insights or GTmetrix to test your site speed . These tools will highlight what’s slowing down your site . They often give specific recommendations. Shopify stores sometimes score lower on these tools due to the nature of e-commerce , but aim to get into at least the “Good” range on mobile. Pay attention to the Largest Contentful Paint  metric – it should ideally be under 2.5 seconds on mobile. If not, the tool’s suggestions can guide you. 

• Consider expert help for speed tuning: If you’ve slimmed down apps and images and the site is still slow, it could be code within the theme that needs optimisation . A developer or an agency like Digital Web London can delve into the theme code to make advanced optimisations. We often find and fix theme bloat, such as removing unused features, deferring scripts, or using techniques like inline critical CSS for faster initial rendering. 

A fast Shopify store not only pleases Google but also delights your customers. Pages that load quickly make browsing seamless, which can increase pages per session and the likelihood of purchase. In contrast, if your site lags, visitors might abandon cart or leave mid-browse. Speed is money. By avoiding the “slow site” mistake, you set your store up for better SEO rankings and a superior user experience that keeps shoppers coming back. 

9. Not Using Structured Data  

In 2025, the search results page is more than just a list of blue links – it’s enriched with star ratings, prices, availability info, images, and more. How do you get your Shopify store listings to have those eye-catching extras? The answer is structured data, also known as schema markup. It’s a technical SEO element that many store owners overlook or don’t implement fully, and doing so is a mistake that can cost you organic clicks. 

Structured data is code  that you add to your pages to explicitly tell search engines about the content of the page. For e-commerce, the most relevant type is Product schema. With proper Product schema on your product pages, you can communicate details like the product name, description, price, availability , SKU, brand, and aggregate review ratings. Google can then use this information to display rich snippets – for example, showing star ratings and price range right under your product page link. This not only makes your result more attractive  but also helps Google better understand your page. Stores ignoring structured data might as well be invisible in these rich results , because competitors who have it will stand out more. 

Shopify does include some basic structured data in newer themes, but it may not cover everything or be optimised. Also, if you use apps for reviews or other features, you need to ensure they are integrated into your schema. Not having any structured data means you’re missing an opportunity to enhance your SEO without altering your content at all – it’s purely a behind-the-scenes addition that yields benefits on the search page. 

How to Fix: 

• Add/verify Product schema on product pages: Check if your Shopify theme already outputs Product JSON-LD. You can use Google’s Rich Results Test tool – enter a product page URL and see if it detects Product markup and any warnings. If you see none, consider adding a Shopify app that provides structured data . If you’re comfortable editing code, you can also add a snippet to your theme’s product template to output structured data using the product’s details . The goal is to include key fields: name, image, description, SKU, brand, price, availability, and review ratings. 

• Include review schema: If you have product reviews on your site , make sure your schema includes AggregateRating. Many review apps will automatically inject this into your product schema or have an integration – check their docs. Those star ratings in Google are a big draw for the eye, and they can increase click-through rate significantly. 

• Add Breadcrumb schema and Site Navigation : Breadcrumb structured data can enhance the breadcrumb display in Google results . Shopify’s breadcrumb trail  can be marked up with schema too. It’s not a game-changer, but it’s a nice-to-have. Similarly, a Site Navigation Element schema can outline your menu structure. These are more minor, though. Focus on Product and maybe Organization schema  first. 

• Ensure Article/Blog schema on blog posts: Although products are the main priority for a store, if you run a blog for content marketing, make sure your blog posts have Article schema. Shopify’s blog template might include basic schema for articles – if not, you can add it. This can help you appear in Google’s Top Stories or just ensure the article is understood as a new post. Also consider FAQ schema if you have FAQ sections . 

• Use Google Merchant Center : This isn’t schema on your site, but while talking about structured data, note that uploading your product feed to Google Merchant Center  is another way to get more visibility. Many merchants skip this, but it’s free exposure on Google Shopping tab and sometimes in regular results product carousels. Shopify has a Google channel app that can sync your products. Not doing it isn’t a direct SEO “mistake”, but it’s a missed opportunity parallel to schema – since we’re discussing structured info about products. 

Adding structured data might require a bit of technical work, but it’s increasingly crucial. Schema markup isn’t optional anymore – rich snippets are essentially the new storefront window, allowing your product to show off price, ratings, and more before the user even clicks . By implementing it, you increase the chances of catching a searcher’s eye. If you’re unsure how to do this, consider seeking help from a developer or an SEO expert. Digital Web London often assists clients in setting up comprehensive schema as part of our Shopify SEO services, ensuring no rich result opportunity is left on the table. 

10. Ignoring Broken Links and 404 Errors

Broken links – the dreaded 404 error pages – are bad for users and bad for SEO if left unchecked. On an e-commerce site, it’s easy to accumulate broken links over time: you might delete products that went out of stock, change a collection name , or reorganize content. If you don’t set up redirects or update old links, users  will hit dead ends. This can harm your SEO in subtle and not-so-subtle ways. 

While Google has stated that a few 404 errors won’t directly penalize your site, a lot of broken links can be a signal of a poorly maintained website. It also wastes crawl budget – Googlebot could be spending time hitting pages that no longer exist. More importantly, from a user perspective, encountering a 404 page when they expected a product is a trust killer. Imagine a potential customer finds your site via Google, clicks the link, and lands on “Page Not Found”. Not only are they likely to leave immediately , but it also reflects poorly on your brand reliability. As one UK digital agency put it, too many broken links tell Google your site is poorly maintained, which may directly affect rankings . Even if the ranking impact is indirect, it’s an issue of Trust in E-E-A-T – a site full of dead links doesn’t instill confidence. 

Another aspect is broken backlinks. If other sites link to a page on your store that you moved or removed, that “link juice” is going nowhere unless you redirect it. You could be losing hard-earned authority because of neglected redirects. 

How to Fix: 

• Regularly crawl your site for broken links: Use Google Search Console  to identify 404 errors that Google encounters. Search Console will list URLs it tried to crawl that returned Not Found. You can also use third-party tools like Screaming Frog  or online checkers. Make it a habit, say monthly or quarterly, to scan for new 404s. 

• Set up 301 redirects for removed pages: Whenever you take a product offline or change a URL, immediately add a 301 redirect in Shopify pointing from the old URL to the most relevant new URL. In Shopify admin, under Online Store > Navigation > URL Redirects, you can easily create redirects. For example, if /products/blue-tshirt is removed, redirect it to either a similar product or the parent collection /collections/tshirts if the product is gone. This way, anyone  hitting the old link gets seamlessly taken to a useful page. 

• Create a custom 404 page: Despite your best efforts, some users may still hit a 404. Shopify allows you to customize the 404.liquid template. Make sure yours isn’t a dead end. Add helpful info: suggest popular products or categories, include a search bar so they can find what they need, and a friendly apology/message. For example, “Oops! The page you’re looking for isn’t here. It may have moved or no longer exists. Perhaps try one of our bestsellers below or use the search bar.” This can help retain visitors who otherwise might bounce away . A well-designed 404 page turns a negative into a neutral . 

• Check for broken external links: If you’ve linked out to other sites , those could break over time too. Broken external links won’t hurt your SEO like internal ones, but it’s good practice to update or remove them as needed to keep your site quality high. 

• Monitor and salvage backlinks: Using tools like Ahrefs or Moz, you can find if there are any backlinks pointing to pages on your site that now return 404. If found, set up redirects for those pages to capture the referral traffic and SEO value. For example, if a blog once reviewed a product you no longer sell and linked to it, redirect that old product URL to a similar product or category page on your site. This way, users coming through that link still find relevant content, and you preserve the SEO benefit of that backlink. 

By maintaining your store’s link health, you uphold the trust and quality of your site. It shows search engines that you’re keeping things in order. More importantly, it ensures a smooth experience for users – no one likes running into a wall on a website. This kind of attention to detail is part of good SEO hygiene and something we emphasize at Digital Web London during our Shopify SEO audits. Fixing broken links is usually straightforward and can bring back both visitors and SEO equity that would otherwise be lost. 

11. “Set and Forget” – No Ongoing SEO Audits or Updates

SEO is not a one-time checklist, especially for an evolving platform like Shopify and an ever-changing landscape like Google Search. A significant mistake some Shopify store owners make is the “set and forget” mindset: they might do some initial SEO setup  and then assume everything will just work indefinitely. In reality, SEO requires ongoing attention and adaptation. 

Several things can change over time: Google’s algorithms , your competitors’ strategies , and your own site content . If you’re not periodically auditing and updating your SEO, you might be slowly losing ground without realising until traffic drops significantly. 

Signs of this mistake include never looking at your analytics or Search Console data, not keeping up with SEO news , and not revisiting old content. Also, failing to coordinate SEO with other site changes – for instance, doing a site redesign and not considering SEO implications – can introduce new mistakes . 

How to Fix: 

• Perform regular SEO audits: At least a couple of times a year , do a comprehensive review of your site’s SEO. This could be as simple as running down a checklist: check for new duplicate content issues, test site speed again, look for new broken links, review title tags and meta descriptions for any new products or pages to ensure they’re optimized, etc. There are tools that can automate parts of this, but even a manual spot-check goes a long way. Better yet, consider a professional SEO audit annually – an expert might catch things you overlook.  

• Monitor Google Search Console and Analytics: These free tools are like health monitors for your site. Google Search Console will alert you to issues like mobile usability problems, coverage issues , and even security problems. It also shows what queries you’re showing up for and your average positions – valuable data to spot trends. Google Analytics  shows you how visitors behave: high bounce rate on a page might indicate something’s wrong there, or a sudden traffic drop might correlate with an SEO issue. Set aside time monthly to review these. If something looks off , investigate why. 

• Stay updated on SEO changes: You don’t have to be an SEO guru, but being aware of major changes helps. For example, if Google announces a big algorithm update , be extra vigilant in watching your rankings and reading what the update was about. If you notice a drop, it might align with such an update, and then you can seek specific remedies. Follow some reputable SEO blogs or newsletters, or simply keep in touch with an agency. Google’s own webmaster blog sometimes announces new best practices . Adapting early to changes  keeps you ahead of competitors who are asleep at the wheel. 

• Update content and SEO elements as needed: SEO isn’t just technical; it’s also about content relevance. Over time, you might find that certain product pages or blog posts that used to rank well have slipped. It could be because the content got stale or competitors have more up-to-date info. Periodically refresh your key pages – update product descriptions if new info is available, improve old blog posts with new insights or data, add new FAQs if customers are asking new questions. Google loves websites that are updated with relevant, high quality content on a regular basis . Fresh content should be a priority, especially for pages that you want to maintain rankings for. Even small tweaks can signal that your site is active and maintained. 

• Leverage expert help when needed: If SEO isn’t your specialty , know when to get help. Perhaps you do the basics and then engage professionals for a deep dive or for tasks you’re not comfortable with . By partnering with Shopify SEO experts , you ensure that your site keeps up with best practices and new opportunities. It can be as simple as a periodic consultation or fully outsourcing your SEO management, depending on your needs. 

In short, don’t treat SEO as a one-and-done task. Think of it like store maintenance – just as you’d update your inventory or refresh your storefront display, your online store’s “display” in Google needs upkeep. The good news is that regular attention can prevent major issues and keep your growth steady. It’s easier to course-correct gradually than to recover from a severe drop that went unnoticed for months. So schedule those SEO check-ups, use the data available to you, and stay proactive. Your search rankings  will be much healthier for it. 

12. Overlooking Content Marketing and E-A-T Building

Our final mistake ties together many of the earlier points and looks at the bigger picture: a failure to invest in content marketing and building your site’s authority. Some Shopify store owners focus only on products and basic SEO, but ignore the broader content strategy that can elevate their store from just another vendor to an authority in their niche. This is a mistake because Google’s algorithm increasingly values expertise, authority, and trustworthiness , and one of the best ways to demonstrate these qualities is through high-quality, informative content on your site. 

What does this mean practically? If your website is just product listings and nothing else, you might be missing out on ranking for informational searches that relate to your products. For example, if you sell fitness equipment, a potential customer might search “home workout routines” or “how to choose the right treadmill”. If you have a blog or guide on those topics, you could attract that visitor, provide value, and then naturally lead them to consider your products. If you don’t have any such content, that visitor goes elsewhere . Additionally, stores that only have thin sales pages might look less credible to Google’s quality algorithms compared to those that also offer guides, tips, and industry knowledge. 

Another aspect is user-generated content like reviews or Q&A sections. We touched on reviews earlier for their content and trust benefits. A site rich with reviews, testimonials, case studies, etc., sends trust signals to both users and search engines. On the flip side, a site with no reviews or any community engagement might seem less proven. 

Also, consider backlinks – other websites linking to you. High-quality content like in-depth blog posts or useful tools  can naturally attract backlinks over time, which boosts your domain authority. If you’re not creating any content worth linking to , it’s harder to earn those links. This can be an SEO mistake, as backlinks remain a significant factor in Google’s ranking algorithm. 

How to Fix: 

• Start a blog or resource section: If you haven’t already, consider adding a blog to your Shopify store . Use it to publish articles that would interest your target audience. Focus on quality over quantity – a well-written, genuinely helpful article once every couple of weeks beats daily thin posts. Write about common questions, trends, or tips in your industry. Sticking with the fitness equipment example, topics could be “5 Tips to Maintain Your Treadmill”, “Home Gym Setup on a Budget”, or “Yoga vs. Pilates: Which is Right for You?”. These kinds of posts can rank for long-tail queries  and bring in visitors who might convert. They also show you know your stuff, building your authority. 

• Create supplementary content on key pages: Beyond the blog, beef up your main pages with valuable content. For example, have a robust FAQ section on product pages or a “Buyers Guide” on a category page. Google defines supplementary content as content that enhances the main content and improves user experience . So, a product description  supplemented by a sizing chart, usage instructions, or a style guide  not only helps the user but can improve SEO. It keeps users on your page longer  and provides more keyword fodder for search engines – all signals of a useful page. 

• Encourage and showcase reviews/testimonials: Make it easy for customers to leave reviews on your products and consider adding testimonials on your homepage or a dedicated testimonials page. Reviews, as mentioned, add fresh content and keywords . More importantly, they build Trust – both directly with customers and indirectly with Google by indicating a positive track record. One major mistake is not incorporating customer reviews and social proof; adding them establishes your store as trustworthy . In terms of E-A-T, real customer voices contribute to “Experience” . 

• Build your brand authority externally: This goes a bit beyond on-site SEO, but it’s worth mentioning. Engaging in guest blogging, getting mentioned in press or industry publications, or even local SEO efforts  can all yield backlinks and brand mentions. For a UK-based business, being featured in a niche UK blog or a local London news piece can provide a high-quality backlink and reinforce to Google that your site is a known entity. These activities are part of a broader SEO strategy; ignoring them means you rely solely on on-page factors, which can limit your growth. 

• Demonstrate expertise and experience: If you have credentials or significant experience, showcase it. Have a detailed “About Us” page that tells your story – why you’re passionate about your products, any expert qualifications . If you produce original research or get certifications, mention those. From Google’s perspective, a site that clearly has knowledgeable people behind it can be seen as more authoritative. Even adding author bylines and bios to your blog posts can help . 

By investing in content and authority-building, you move from just “another shop” to a trusted source in your domain. Google’s EEAT guidelines favor sites that exhibit these qualities – it’s not just what you sell, but how you educate and engage. And practically speaking, content marketing can drive a lot of inbound traffic that purely commercial pages might not capture. Many successful Shopify stores pair their products with strong content . It’s all about providing value. 

If you’re unsure where to start, consider consulting with experts. At Digital Web London, we not only fix technical SEO issues but also help craft content strategies for our clients. We’ve seen firsthand how adding an informative blog or resource center to an e-commerce site can boost SEO over time and establish authority that competitors might lack. 

Conclusion – Boost Your Shopify SEO in 2025 with the Right Moves 

By now, we’ve covered a multitude of Shopify SEO mistakes – from technical hiccups like broken links and missing meta tags to strategic oversights like ignoring content marketing. It’s clear that optimising your Shopify store for search in 2025 requires a holistic approach: you need to get the technical foundations right, provide rich and relevant content, and continuously adapt to the evolving SEO landscape. The good news is that every mistake is fixable. With each pitfall you address, you’re removing a roadblock and opening the path to better organic visibility, more traffic, and ultimately more sales. 

Avoiding these common mistakes is not just about pleasing Google – it’s about creating a better shopping experience for your customers. Fast, mobile-friendly sites with great content and no frustrating dead-ends will naturally attract and retain more visitors. And when Google sees users are happy , it’s more likely to reward your site with higher rankings. In essence, good SEO is good UX , and vice versa. 

However, we understand that for many store owners, SEO can be overwhelming or time-consuming. You might be thinking, “This all sounds great, but I have a business to run!” That’s where it can pay off to get some expert help. Digital Web London, for instance, specialises in Shopify SEO for businesses just like yours. We can take a deep dive into your site, identify specific issues , and implement the fixes needed to unlock your site’s potential. Sometimes, having a fresh pair of expert eyes can spot things you missed and save you from trial-and-error. 

Call to Action: If you’re serious about improving your Shopify store’s SEO and you want to avoid the pitfalls we discussed, consider taking advantage of a Free Shopify SEO Audit offered by Digital Web London. It’s a no-obligation way to assess where your site stands. We’ll evaluate your store against all these points – and more – and give you a clear roadmap of what to fix for better rankings. Even if you choose to implement the changes yourself, you’ll have the insights to proceed with confidence. And if you’d like professional assistance, our team is ready to help you turn those SEO weaknesses into strengths. 

In the fast-moving world of e-commerce, the stores that thrive are those that adapt and improve continuously. By avoiding these top Shopify SEO mistakes in 2025 and applying the fixes we’ve outlined, you’ll be positioning your business ahead of competitors who remain complacent. So take action today: audit your site, make those improvements, or reach out to experts who can guide you. Your Shopify store’s success in search is within reach – let’s ensure it gets there. 

Blog Header Image Idea: Envision a header image showing a laptop with the Shopify dashboard or a storefront page open, surrounded by SEO-related icons . This visual concept represents analyzing and fixing SEO issues. For example, a desk scene with a person reviewing a Shopify site on the laptop, and overlay graphics highlighting mistakes  and improvements . This kind of image would immediately convey the topic of Shopify SEO and the idea of troubleshooting/optimization.  

References

1. 6 Major Shopify Store Mistakes You Should Avoid In 2025 – Refresh Ideas
2. Shopify SEO in 2025: What Everyone Gets Wrong—and How to Get It Right – LinkRocket
3. The Most Common Shopify SEO Mistake: Thin Content – Ed Codes
4. Common Shopify SEO Mistakes and How to Fix Them – LinkRocket
5. Avoiding Shopify Mistakes That Kill Your Google Rankings – Digital Web London

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