SEO & GEO

Shopify SEO

SEO that works on the platform, not around it.

Shopify has its own SEO problems: forced URL structures, duplicate collection paths, faceted navigation that leaks crawl budget, and a theme layer that decides your Core Web Vitals. We work on the platform, not around it.

The stores whose search we build and run.

100+ builds Shipped since 2018

Certified, not badge-only

Founder-led Not account-managed

Two brands we run Our own rankings on the line

We run Shopify SEO for brands across the UK and the US, and for the two stores we own.

100+ builds shipped
Founder-led, not account-managed
Trading on our own two brands

Read the case studies

We have built on Shopify since 2018, from London, for brands across the UK and the US. We run our own two stores on it as well, so these are trade-offs we pay for ourselves: an app that loads script on every page, a collection restructure that has to keep the rankings already there.

Our services

The case for it

Why UK and US brands choose our Shopify SEO

Shopify settles more of your SEO than most agencies admit. The URL prefixes are fixed, every product sits at two addresses until a canonical picks one, and filtered collection views multiply into crawlable near-duplicates. Handle the platform properly and none of that costs you. Ignore it and no amount of blogging makes up the difference.

The run of it

How we run Shopify SEO on a live store

Structure before content, because content on a broken architecture does not compound. Every change is measured against the baseline taken on day one.

Crawl and baseline

A full crawl of the live store, current rankings, and the Core Web Vitals of the templates that matter. Everything after this is measured against it.
Architecture

Collections, facets, canonicals and internal linking. The structural work first, because content on a broken architecture does not compound.
Templates and speed

Theme-level fixes to the templates carrying the demand, then re-measured on the same pages.
Content and review

Collection and guide content against the mapped terms, reviewed monthly against organic revenue.

Structure

Collections, redirects and markets: the parts of Shopify SEO that decide whether anything built on top of them compounds.

Bordeaux12

WooCommerce move, every old URL mapped

Shopify SEO services

A WooCommerce store moved without handing back its search

Bordeaux12 sells authenticated vintage Chanel, Dior and Givenchy, one piece at a time. The old WooCommerce store had pages Google already knew, and every one had to land somewhere.

We logged every indexed URL before anything moved, rebuilt the categories as automated collections, and had every redirect live when the domain switched.

Explore SEO migrations

Ginny Litscher

Eight markets, every URL accounted for

Shopify SEO specialist

Eight markets, and every existing URL accounted for

SEO migrations

Ginny Litscher hand-paints silk scarves, kimonos and wallpaper in Switzerland and sells them in eight markets. The new store had seven days to go live, without losing what it had earned in search.

We baselined 2,115 URLs across her languages and markets. 2,073 kept their address and the rest were redirected. Since launch we have run its search.

Explore internationalisation

Black Sand

Trade store, search and lead generation

Shopify SEO company

A trade store where the prices are private and the brands are not

B2B and wholesale

Black Sand sells drinks, snacks and confectionery by the container. A visitor sees the brands; an approved buyer sees their own prices.

So search works the public half: a landing page per brand and market, each with a qualifying form. We built the store in 2022 and run its search and lead generation.

Read the Black Sand case study

Scope

What our Shopify SEO experts do on your store

The structure

Collection architecture

Shopify forces /collections/ and /products/ paths and will happily serve the same product from several URLs. We set the canonical structure, fix the internal linking and stop the duplication before it dilutes anything.

Faceted navigation

Filters are where Shopify SEO usually breaks: thousands of crawlable combinations, none of them worth indexing. We decide what is indexable, what is canonicalised and what is blocked outright.

The templates

Technical and speed

Core Web Vitals are a ranking input and on Shopify they are mostly a theme problem. We measure the real templates, fix what the theme is doing, and re-measure.

The content

Content that earns the position

Collection copy and buying guides written for the term and the intent behind it, placed where the internal linking already points.

Demand

Research, content and the foundations under them: making the store the answer to what its buyers already type.

Waldo

Site build, SEO and paid ads

Shopify SEO consultant

Found by buyers who research for months

Waldo makes Swiss automatic dive watches and sells them direct, with no dealer network in the middle. So the store and the traffic reaching it are one job.

Watch buyers research specifications for months in a search box. We built the site so movement, water resistance and case size sit on the page, and we run its SEO and paid ads.

Explore ecommerce SEO

Givino

Ongoing development and SEO

Shopify SEO services UK

An independent shop that wins by being found

Local SEO

Givino is an independent wine, gin and spirit shop in Frome, with a shop floor and a tasting room. It competes on being found, not on outspending anybody.

So search came first. We handle the site’s ongoing development and SEO on monthly hours, so the people who find a problem fix it in the theme.

Explore technical SEO

Is Shopify good for SEO?

What Shopify settles, and what it leaves to you

Hosting, markup and canonicals come free. The rest is how the store is built.

Where rankings are won	Shopify out of the box	With the SEO done
URL structure	Fixed prefixes: /products/, /collections/, /pages/	Handles, internal links and the canonical, set deliberately
Duplicate paths	A product served at several addresses	One canonical address, linked to consistently
Filtered collections	Thousands of crawlable combinations	The few worth a page get one; the rest stay out
Speed	Decided by the theme and every app installed	Real templates measured, fixed and measured again
Collection copy	Whatever the theme leaves room for	Written for the term and the intent behind it
Moving platform	Redirects left until launch week	Every indexed URL mapped before anything moves

Read: the best ecommerce platform for SEO

Proof

Our own store, where a tactic costs us before it costs you.

Powerlete

Our own brand, where SEO is tried first

Shopify SEO expert

Tried on our own store before it reaches yours

Powerlete is our own sportswear brand. An app that loads script on every page, or a collection restructure that has to keep its rankings, is a trade-off we pay for first.

Its product pages pass Google’s Rich Results Test with valid product, merchant listing and breadcrumb markup, which is the standard we hold a client’s templates to.

Read the Powerlete case study

Reviews on the Shopify Partner Directory

Merchants, in their own words.

From start to finish, they were incredibly easy to work with. They understood the brief perfectly and delivered to a very high standard. Communication was excellent throughout, with quick and clear responses to any questions I had.

Tacky And Upsetting Store build or redesign · April 2026
The things [the team] have put in place and recommended for us have paid immediate dividend. We wish we had come in contact with [them] sooner.

ARTMARTIAL Store build or redesign · April 2026
I can’t recommend [the team] enough, [they] helped us with everything from product design, supplier communication to website building and SEO. We were able to build a brand off the back of all [their] information and help.

Reveliér Studios Business strategy guidance · April 2026

Read the reviews on the Shopify Partner Directory

Buying it

How we work with you

Shopify SEO audit

Platform handling, app weight, collections, canonicals and Core Web Vitals, ranked by what each costs you. Yours to hand to anyone.

Fixed scope

Monthly SEO

Structure, templates and content against agreed terms, reviewed monthly against organic revenue. What Waldo and Givino run with us.

Monthly

Inside a build or migration

Search handled while the store is built or moved, the cheapest point to do it. What Caorunn Gin, Bordeaux12 and Ginny Litscher had.

Project

Is this the right thing to buy from us?

Worth a conversation

You sell things people already search for, and rank below where you should
Filtered collections are indexed and nobody decided which
A replatform is coming and the rankings have to survive it
The store sells into more than one market

Probably not this, yet

Traffic is healthy and the problem is what happens after the click
Nobody searches for your category yet
You want a guaranteed ranking by a date

Conversion optimisation, the better first spend

Same job, different words

What different people call this job

Whether you search for an seo agency for shopify, an seo agency shopify, or an seo company for shopify, the query is the same and so is the team you land on here. Shopify plus seo carries the same discipline at higher stakes: more traffic to protect, and less room to get a migration or a Functions rollout wrong without it costing you rankings you already had.

Whether the brief spells it out as shopify search engine optimization or shortens it to SEO, and whether you are looking for an seo shopify expert specifically or the wider team behind them, it is the same page and the same answer.

Partners

Tools we have already run on our own stores

The apps around a Shopify store decide as much as the theme does, and choosing between thousands of them is most of the work. We are a Shopify Plus Partner and we integrate the tools that sit around the platform. Every one of them runs on our own two stores before it reaches a client, so the recommendation you get comes from having paid for the thing and lived with it. When a brand already runs a stack that works, we integrate with it rather than rebuilding it to suit us.

How we use them

Our own app Parity, on the Shopify App Store

Where this fits

Everything around a Shopify SEO project

Search work alongside it

Moving to Shopify with your rankings

Read before you decide

Questions

Straight answers

Is Shopify good for SEO?

Yes, with limits you cannot configure away. Fast hosting, clean markup and automatic canonical tags come free. Fixed URL prefixes, duplicate collection paths and whatever your apps inject do not. The platform is rarely the ceiling; what gets installed on top of it usually is.

Can you change Shopify URLs?

Handles yes, prefixes no. /products/, /collections/, /pages/ and /blogs/ are set by the platform and no app removes them. What we do control is the handle, the internal linking and the canonical, which is where the duplicate-path problem actually gets solved.

Do apps slow a Shopify store down enough to matter?

Often, and it shows in Core Web Vitals before it shows in rankings. Most apps load script on every page whether that page uses the feature or not. We audit what is installed, remove what is not earning its weight, and measure before and after rather than assuming.

How do you handle collection filters and faceted navigation?

Filtered views are where Shopify stores leak crawl budget. We decide which filter combinations deserve to be real indexable pages with their own copy, and keep the rest out of the index. Both directions cost you: over-index and you dilute, under-index and you leave demand uncovered.

Will the work put my live store at risk?

Structural changes go through a theme copy and get reviewed before they touch anything a customer sees. Redirects are mapped before a single URL moves, because changing addresses without them is the fastest way to lose rankings you already have.

Do you do Shopify SEO for US stores as well as UK?

Both. We work from London with brands in each market. Where a store sells into both, the real questions are Markets configuration, hreflang, and whether you are splitting authority across two storefronts or consolidating it into one.

How is this different from your ecommerce SEO service?

Same team, different starting point. Ecommerce SEO is the strategy that applies whatever you sell on: demand, competitors, content and links. This page is the platform itself, from theme and collection architecture through to faceted navigation and Core Web Vitals. Most engagements draw on both.

Can we start with a shopify seo audit before committing to anything ongoing?

Yes, and you usually should. The audit reads the store the way this page describes: platform handling, app weight, collection architecture, canonicals, Core Web Vitals. You get a shopify seo checklist ranked by what each item is costing you, and it is yours to hand to us, another agency, or your own developer.

What should we look for when comparing shopify seo services agency shortlists?

Proof you can re-run. Every best shopify seo agency list ranks somebody first, and most entries cannot show you a store they run with their own money on the platform. We can, and this site publishes numbers you can check yourself. That test works the same whether you want shopify seo services uk based or from a US team, and a uk shopify seo agency with real receipts will always pass it.

Does it matter whether we say seo company shopify or seo services for shopify?

No, and the same goes for asking to speak to a seo expert shopify has actually shipped stores on. All three describe the same brief. Whichever phrasing you search, ask for the store, not the title on the proposal.