Sound familiar?

You’re not alone. Across Nairobi, Mombasa, and Kisumu, Shopify store owners are facing the same challenge: getting their products in front of buyers who are actively searching.

Here’s the good news: with the right SEO expert for Shopify, you’ll transform your Shopify store from invisible to unstoppable. We’re talking about 300%+ increases in organic traffic. Real customers. Real sales.

Let’s dive into the best SEO for Shopify and show you exactly how to rank your store.

Why Best SEO for Shopify Matters for Kenyan E-commerce Success

Shopify has become the go-to platform for Kenyan entrepreneurs launching online stores. From fashion boutiques in Westlands to electronics shops in Mombasa, Shopify powers thousands of Kenyan e-commerce businesses.

But here’s what most store owners don’t realize: building a Shopify store is just the beginning.

Without best SEO for Shopify, you’re invisible. Google doesn’t care how beautiful your store looks or how competitive your prices are. It cares about one thing — relevance.

Consider this: 68% of online experiences begin with a search engine. When someone in Nairobi searches “buy running shoes online Kenya,” where does your store appear? Page one? Page five? Nowhere?

That’s the difference SEO makes.

At Axiom Web Solution, we help Shopify stores dominate their niches through best SEO  for Shopify. One fashion retailer saw a 340% increase in organic traffic within six months. Another electronics store now ranks on page one for 47 high-value keywords.

Common SEO Challenges Shopify Store Owners Face

Let’s be honest about the obstacles:

• Limited technical control: Unlike WordPress, Shopify restricts certain backend modifications
• Duplicate content issues: Product variants create multiple URLs with similar content
• Thin content: Product pages with minimal descriptions don’t rank well
• Competitive markets: Everyone’s fighting for the same keywords
• App bloat: Too many apps slow down your site and hurt rankings

The challenge isn’t insurmountable. It just requires the right approach.

What Makes Shopify SEO Different

Best SEO for Shopify isn’t like traditional website optimization. You’re dealing with product pages, collection pages, and constantly changing inventory. Your URLs follow specific structures. Your site architecture needs to support both browsing and buying.

This is why generic SEO advice doesn’t work for e-commerce. You need strategies specifically designed for online stores.

Understanding Shopify’s Built-in SEO Features and Limitations

Shopify gives you some powerful SEO tools right out of the box. But it also has limitations you need to understand.

What Shopify Does Well

• Automatic sitemap generation: Shopify creates XML sitemaps automatically at yourstore.com/sitemap.xml. Google can easily discover and index your pages.
• Mobile responsiveness: Every Shopify theme is mobile-friendly by default. This matters because Google uses mobile-first indexing. If your site doesn’t work on phones, you won’t rank.
• SSL certificates: Shopify includes free SSL, giving you that crucial HTTPS ranking signal.
• Fast hosting: Shopify’s CDN (Content Delivery Network) ensures your store loads quickly worldwide. A customer in Mombasa gets the same fast experience as someone in Nairobi.
• Canonical tags: Shopify automatically adds canonical tags to prevent duplicate content issues (though not perfectly, as we’ll discuss).

Shopify’s SEO Limitations

Now for the challenges:

• URL structure restrictions: Shopify forces “/products/” and “/collections/” into your URLs. You can’t remove these. While not a ranking killer, it’s less flexible than platforms like WordPress.
• Blog limitations: Shopify’s blog functionality is basic. You get one blog per store. No categories, only tags. This makes content organization harder.
• Duplicate content risks: Product variants (different sizes, colors) can create multiple URLs with similar content. Without proper management, this confuses search engines.
• Limited robots.txt control: You can’t fully customize your robots.txt file. Shopify manages this automatically.
• Homepage structure: Customizing your homepage for SEO requires theme editing or apps.

Understanding these limitations helps you work within Shopify’s framework while maximizing your SEO potential.

Technical  SEO for Best Practices for Shopify Stores

Technical SEO is your foundation. Get this wrong, and everything else crumbles.

Optimize Your Site Structure

Your site structure should be logical and shallow. Ideally, any product should be accessible within three clicks from your homepage.

Create clear collection hierarchies. For example:

• Homepage → Men’s Clothing → Shirts → Casual Shirts
• Homepage → Electronics → Phones → Samsung Phones

This helps both users and search engines understand your store’s organization.

Implement Schema Markup

Schema markup tells Google exactly what your content represents. For Shopify stores, focus on:

• Product schema: Shows price, availability, and ratings in search results
• Review schema: Displays star ratings in Google search
• Breadcrumb schema: Shows navigation paths in search results
• Organization schema: Establishes your business identity

Most Shopify themes include basic schema, but you’ll need apps or custom code for comprehensive implementation.

Fix Shopify Canonical Tag Issues

Shopify adds canonical tags automatically, but sometimes they point to the wrong URL. Check your product pages with multiple variants. Ensure the canonical tag points to the main product URL, not variant-specific URLs.

Use Google Search Console to identify duplicate content issues. Fix them by setting proper canonical tags.

Improve Shopify Site Speed

Page speed directly impacts rankings and conversions. Every second of delay costs you sales.

Here’s how to speed up your Shopify store:

• Compress images: Use WebP format. Keep images under 200KB. Never upload 5MB product photos.
• Enable lazy loading: Images load only when users scroll to them
• Minimize apps: Each app adds code. Audit regularly. Remove unused apps.
• Choose a fast theme: Some themes are bloated. Test speed before committing.
• Optimize fonts: Limit custom fonts. Use system fonts when possible.

Aim for a Google PageSpeed score above 80. Anything lower needs immediate attention.

Manage Redirects and Broken Links

When you delete products or change URLs, set up 301 redirects. Broken links frustrate users and waste your SEO authority.

Shopify makes this easy: Settings → Redirects. Add old URLs and their new destinations.

Run monthly audits using tools like Screaming Frog to catch broken links before they hurt your rankings.

On-Page SEO Optimization for Shopify Product Pages

Your product pages are your money pages. This is where the best SEO for Shopify really matters.

Craft Compelling Product Titles

Your product title needs to accomplish two things: include your target keyword and entice clicks.

Bad example: “Blue Shirt”

Good example: “Men’s Blue Cotton Casual Shirt – Slim Fit Long Sleeve”

The second version includes multiple keywords naturally while describing the product clearly.

Keep titles under 60 characters so they don’t get cut off in search results.

Write Unique Product Descriptions

Never copy manufacturer descriptions. Google penalizes duplicate content.

Write original descriptions that:

• Explain benefits, not just features
• Include relevant keywords naturally
• Answer common customer questions
• Use bullet points for scannability
• Are at least 300 words for competitive products

For a Nairobi-based furniture store, instead of “Wooden chair with four legs,” try: “This handcrafted wooden dining chair combines traditional Kenyan craftsmanship with modern design. Perfect for family gatherings, it features durable mahogany construction and comfortable ergonomic seating.”

Optimize Meta Titles and Descriptions

Your meta title and description appear in search results. They’re your first impression.

Meta title best practices:

• Include your primary keyword near the beginning
• Keep it under 60 characters
• Make it compelling and clickable
• Include your brand name at the end

Meta description best practices:

• Expand on the title with additional details
• Include secondary keywords
• Add a call-to-action
• Keep it under 155 characters
• Mention unique selling points (free delivery in Nairobi, same-day shipping, etc.)

Optimize Product Images

Images are crucial for e-commerce SEO. Here’s how to optimize them:

• File names: Use descriptive names like “blue-cotton-mens-shirt.jpg” instead of “IMG_1234.jpg”
• Alt text: Describe the image for accessibility and SEO. “Men wearing blue cotton casual shirt” beats “shirt image”
• File size: Compress without losing quality. Use tools like TinyPNG.
• Format: WebP offers the best compression. JPEG is fine. Avoid PNG for photos.
• Dimensions: Use consistent sizes across your store

Create SEO-Friendly URLs

When creating products, customize the URL handle. Make it short, descriptive, and keyword-rich.

Instead of: yourstore.com/products/product-12345

Use: yourstore.com/products/blue-cotton-mens-shirt

Clean URLs rank better and look more trustworthy to customers.

Leverage User-Generated Content

Product reviews are SEO gold. They add fresh, unique content to your pages. They include natural keyword variations. And they build trust.

Encourage reviews by:

• Sending follow-up emails after purchase
• Offering small discounts for reviews
• Making the review process simple
• Responding to all reviews (good and bad)

Use apps like Judge.me or Yotpo to collect and display reviews with proper schema markup.

Learn more: Shopify SEO Checklist

Best Shopify SEO Apps and Tools in 2024

The right apps amplify your SEO efforts. Here are the best options:

SEO Manager by Plug in SEO

Price: Free plan available; Pro from $20/month

Best for: Comprehensive SEO audits

This app scans your store for SEO issues and provides actionable fixes. It checks for broken links, missing alt text, slow pages, and more. Perfect for beginners who need guidance.

Smart SEO for Shopify

Price: From $4.99/month

Best for: Automated meta tags and structured data

Smart SEO automatically generates meta tags based on templates you create. It adds JSON-LD structured data for products, breadcrumbs, and organization info. Great time-saver for large stores.

JSON-LD for SEO Shopify

Price: Free plan available; Pro from $9.99/month

Best for: Advanced schema markup

This JSON-LD for SEO app implements comprehensive schema markup including product, review, FAQ, and article schema. It’s more powerful than Smart SEO but requires some technical knowledge.

Image Optimizer

Price: From $9.99/month

Best for: Bulk image optimization

Image Optimizer automatically compresses images and adds alt text based on your templates. Essential for stores with hundreds of products. Can recover lost SEO value from images.

Comparison Table

Don’t install every app. Choose 2-3 that address your specific needs. Remember, too many apps slow down your store.

Content Marketing Strategy for Best Shopify SEO Success

Product pages alone won’t dominate search results. You need content that captures customers at every stage of their buying journey.

Build a High-Performing Shopify SEO Blog

Your blog drives traffic, builds authority, and captures long-tail keywords that product pages can’t.

At Axiom Web Solution, we’ve seen Shopify SEO blogs generate 60% of total organic traffic for some stores. That’s massive.

Blog about:

• How-to guides related to your products
• Industry trends and news
• Customer success stories
• Behind-the-scenes content
• Product comparisons and buying guides

For example, if you sell fitness equipment in Nairobi, write “Best Home Gym Setup for Small Apartments in Nairobi” or “How to Start Working Out at Home: Complete Beginner’s Guide.”

Keyword Research for Shopify

Shopify E-commerce keyword research differs from standard SEO. You’re targeting:

• Product keywords: “buy running shoes online Kenya”
• Comparison keywords: “Nike vs Adidas running shoes”
• Problem-solution keywords: “best shoes for flat feet”
• Informational keywords: “how to choose running shoes”

Use tools like Google Keyword Planner, Ubersuggest, or SEMrush. Focus on keywords with commercial intent.

Look for long-tail keywords with lower competition. “Running shoes” is too competitive. “Best trail running shoes for women Kenya” is perfect.

Create Buying Guides and Comparison Content

These content types convert exceptionally well. Someone searching “best laptop for graphic design 2024” is close to buying.

Structure buying guides like this:

1. Introduction explaining the problem
2. Factors to consider when buying
3. Top 5-10 product recommendations with pros/cons
4. Comparison table
5. Conclusion with clear recommendation
6. Strong CTA to your product pages

Link naturally to your products throughout the guide. This passes SEO authority to your product pages while providing value to readers.

Internal Linking Strategy For Shopify Store

Internal links distribute SEO authority throughout your store. They help Google understand your site structure. And they keep customers browsing longer.

Best practices:

• Link from blog posts to relevant product and collection pages
• Link from product pages to related products
• Use descriptive anchor text (“blue cotton shirts” not “click here”)
• Create cornerstone content that links to multiple related pages
• Add contextual links within content, not just navigation

Aim for 3-5 internal links per page. Don’t overdo it.

Leverage Video Content For Shopify Store

Video increases time on page, reduces bounce rate, and improves engagement — all positive SEO signals.

Create:

• Product demonstration videos
• Unboxing videos
• Tutorial and how-to videos
• Customer testimonial videos
• Behind-the-scenes content

Host videos on YouTube, then embed them on your Shopify pages. This gives you visibility on both Google and YouTube search.

Optimize video titles and descriptions with relevant keywords. Add transcripts to your product pages for additional SEO value.

Bringing It All Together: Your Best SEO for Shopify Action Plan

The best SEO for Shopify isn’t about one magic trick. It’s about consistent execution across technical, on-page, and content strategies. When you combine the right foundation with high-quality content and ongoing optimization, your store becomes unstoppable.

Here’s your 90-day action plan to turn this Shopify SEO checklist into real results:

Month 1: Foundation (Technical + On-Page Setup)

1. Audit technical SEO issues using tools like SEO Manager or Ahrefs Site Audit
2. Optimize all product titles, descriptions, and meta tags for primary keywords
3. Compress all product and collection images and add descriptive alt text
4. Fix broken links and set up proper 301 redirects
5. Implement schema markup for products, collections, and blogs
6. Ensure fast loading speed and eliminate heavy, unnecessary apps
7. Set up Google Search Console, Google Analytics 4, and submit your sitemap

Month 2: Content Creation

1. Write unique, SEO-optimized descriptions for all collections
2. Publish 4–8 high-quality blog posts targeting long-tail and buyer-intent keywords
   (e.g., “best running shoes in Kenya,” “how to choose skincare products”)
3. Create buying guides and comparison posts linking back to your products
4. Add FAQ sections to product and collection pages
5. Build internal links across blogs, collections, and product pages
6. Optimize your homepage content and structure for your main keywords
7. Begin collecting product reviews to strengthen trust and ranking signals

Month 3: Growth & Ongoing Optimization

1. Optimize site speed further using lazy loading and image compression
2. Acquire high-quality backlinks from Kenyan blogs, news sites, and niche publications
3. Update older content and add new keywords based on Google Search Console data
4. Strengthen local SEO (Nairobi, Mombasa, Nakuru, Kisumu, etc.)
5. Improve UX by refining navigation, menus, and collection organization
6. Track rankings and conversions weekly; double down on what’s working
7. Review product pages for conversion optimization (pricing, reviews, CTAs, trust badges)

Final Word

SEO isn’t a one-time task—it’s an ongoing system. If you consistently follow this best Shopify SEO action plan for 90 days, your store will load faster, rank higher, attract more organic traffic, and convert more customers without relying on expensive ads.