Platforms & Ecommerce
Shopify SEO Within The Platform's Constraints
Get the most out of Shopify despite what the platform will not let you change.
Shopify imposes structural constraints you cannot remove, including forced URL prefixes and product URLs that duplicate across collections. Effective Shopify SEO means working within those limits deliberately rather than fighting them.
You probably need this if
- Products are reachable at multiple collection-based URLs
- Collection pagination generates large numbers of thin pages
- Installed apps have degraded page speed substantially
- Filtered collection URLs are being crawled heavily
What you get
- Canonical strategy for product URLs across collections
- Collection architecture aligned to genuine search demand
- App audit assessing the performance cost of each
- Theme optimisation within Liquid template constraints
- Structured data for products, offers and reviews
How we approach it
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Resolve the duplication
Ensure product canonicals consistently point to the canonical product URL rather than collection-scoped variants.
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Design collections for demand
Build collections around what people search for, since these are the pages carrying commercial volume.
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Cut app weight
Audit installed apps and remove those whose value does not justify their performance cost, which is usually several of them.
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Optimise the theme
Address image handling, script loading and render-blocking assets within Liquid.
Shopify SEO: common questions
Can I remove /collections/ and /products/ from Shopify URLs?
No. Shopify enforces these path prefixes and they cannot be removed on any plan. They are not a meaningful ranking disadvantage, so it is not worth pursuing workarounds that create redirect complexity.
Why do my Shopify products have duplicate URLs?
Shopify makes each product reachable through every collection containing it. The platform sets canonicals to the clean product URL by default, but themes and apps sometimes break this, so it is worth verifying rather than assuming.
Do Shopify apps slow down my store?
Frequently and substantially. Many inject scripts on every page regardless of where their functionality is needed. Auditing apps and removing unused ones is usually the single largest speed win available on a Shopify store.
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