SEO That Only Works, No Buzzwords: A Practical Shopify Checklist

SEO gets talked about in ways that make most people switch off.

“Algorithm updates.”

“Keyword cannibalisation.”

“Backlink velocity.”

If your eyes glaze over at that stuff, I don’t blame you.

The truth is, Shopify SEO doesn’t have to be complicated. You don’t need to chase “hacks” or sit through lectures on Google’s inner workings. What you do need is a clear, practical checklist that gets your store in front of the right people.

That’s exactly what I’m sharing here: SEO that works, without the buzzwords.

1. Start With the Basics: Site Structure

Google rewards sites that are easy to navigate. Customers do too. I like to think of a Shopify store as a supermarket: clear aisles, logical sections, no endless wandering.

Keep your navigation simple. Broad categories up top, no clutter.

Use collections properly. Group products in ways that make sense to people and search engines.

Avoid burying products. If it takes five clicks to find something, you’ve lost both customers and Google.

💡 My rule of thumb: if I can’t reach any product in three clicks from the homepage, the structure needs work.

2. Title Tags and Meta Descriptions: Small Fields, Big Impact

These little snippets are the first thing people see in Google results. They’re your shop window.

Title tag: under 60 characters, with the main keyword and (if there’s room) your brand.

Meta description: about 155 characters, written like a mini advert.

I always write for people first, search engines second. If it reads naturally, you’ve nailed it.

3. Product Pages: Optimise Like You Mean It

Too many stores treat product descriptions as filler. That’s a mistake. Product pages are where you rank and where you sell.

Write unique descriptions. Don’t copy-paste from a supplier. Put the product into your own words and focus on the benefits.

Add alt text to images. A simple description like “red ceramic coffee mug with lid” does wonders for SEO and accessibility.

Check your structured data. Google should display things like price, stock and reviews. If it doesn’t, you’re missing an opportunity.

4. Blogging: Useful, Not Fluffy

Blogging only works if you’re answering real questions. Forget generic “content.” Focus on being helpful.

How-to guides: “How to Brew Better Espresso at Home.”

Comparison posts: “French Press vs. AeroPress: Which Is Right for You?”

Behind-the-scenes: talk about your process, your sourcing, your story.

When your blog is useful, it drives search traffic and builds trust. That’s the only point of it.

5. Page Speed: Customers Won’t Wait

A slow site is like a shop with a stiff front door. People give up before they even get inside.

Optimise your images so they’re sharp but not heavy.

Limit extras. Every widget, tracker and plugin adds weight.

Test regularly. Google’s PageSpeed Insights is free—use it.

Under two seconds on mobile is a good target. Faster sites don’t just rank better; they sell more.

6. Mobile First, Always

Most Shopify traffic is mobile. If your store feels clunky on a phone, you’re losing sales.

Use a responsive theme that adapts properly.

Make buttons and menus big enough for thumbs.

Walk through checkout on your own phone. If you get frustrated, your customers will too.

Google uses “mobile-first indexing.” In other words, the mobile version is the real version. Treat it that way.

7. Internal Linking: Show Google What Matters

Links aren’t just about other sites. How you connect your own pages makes a difference.

Link from blogs to products. A brewing guide should point to the gear you sell.

Cross-link collections to help customers discover related products.

Make sure no important page is an orphan—everything should connect.

I treat internal links as signposts. Clear, useful, nothing fancy.

8. Redirects: Don’t Lose Traffic When Things Change

When you change a URL or remove a product, don’t leave a dead end.

Shopify will offer to create a redirect when you change a URL. Always say yes.

Keep an eye on 404 errors in Google Search Console and fix them quickly.

Redirects save your rankings and stop customers running into brick walls.

9. Keep Tools Lean

There are endless SEO apps and tools out there. You don’t need most of them.

Stick to what genuinely makes your life easier and review it regularly. If a tool isn’t adding value, remove it.

The leaner your setup, the faster and cleaner your site will be.

10. Monitor and Adjust

SEO isn’t a one-off job. It’s ongoing.

Check Google Search Console for errors and keyword performance.

Use analytics to see which pages drive traffic and sales.

Keep an eye on competitors—not to copy, but to spot opportunities.

I prefer small, steady tweaks over big bursts. That’s how you stay ahead.

My Approach

At Pink Digital, I don’t chase buzzwords or push “secret” SEO tricks. I focus on what works: clear structure, solid product pages, useful content, fast performance, and steady care.

That’s it.

If you do the basics well, you’ll be ahead of most Shopify stores. Skip them, and no magic tool or keyword stuffing will save you.

So use this checklist. Make it a habit. And if you’d like me to cast an expert eye over your store, you know where to find me.