SEO built for Shopify stores
Boltly is a Melbourne-based agency that helps Australian Shopify stores rank and sell. We work inside Shopify's collections, product pages and theme rather than around them, fix the duplication and speed issues that quietly cost rankings, and build the authority that wins competitive product searches. The work is senior-led, with no lock-in.
What is Shopify SEO?
Shopify SEO is the work of getting a Shopify store to show up in Google for the searches that bring buyers. The fundamentals match any SEO project, but the day-to-day work is shaped by how Shopify itself is put together, so a store needs an approach that fits the platform.
Shopify is a hosted platform, which means you do not own the underlying code the way you would on an open system. That has upsides. The hosting is fast and reliable, security is handled for you, and a lot of the technical groundwork is sorted out of the box. It also sets some firm rules. The URL structure is fixed, so collection pages always sit under /collections/ and product pages always sit under /products/, and there are limits on what you can change in the theme without development work.
Those rules create a handful of quirks that show up on almost every store we audit. Collections and product variants can produce duplicate URLs that compete with each other in Google. Themes and apps can pile on weight that slows pages down and drags on Core Web Vitals. The blog and content tools are basic compared with a dedicated content platform. None of these are dealbreakers. They are simply the things a Shopify store needs handled properly, and that is the heart of Shopify SEO.
The method itself is the same topical authority approach behind all our SEO services: sort the technical base, build collection and product pages that match what people search, add content that answers buyer questions, and earn links so the store can compete. Shopify just changes how each of those steps is carried out, and knowing the platform well is what separates a store that ranks from one that stalls.
// In short
- Works within Shopify's fixed URLs.
- Fixes duplication from collections and variants.
- Tunes theme speed and Core Web Vitals.
- Controls app bloat and tracking code.
- No lock-in and reporting on sales.
What does Shopify SEO include?
Everything a Shopify store needs to grow organic sales, from the platform's technical quirks up to the content and links that win product searches. We scope the exact mix to your catalogue, theme and goals after a free audit, so the money goes to work that moves sales.
Collection page optimisation
Collection pages are the category pages that win the broad, high-volume searches. We set titles, intros, internal links and on-page copy on /collections/ URLs so they rank and feed buyers into your products.
Product page optimisation
We write product titles and descriptions that match buyer intent, add product schema for rich results in Google, and fix thin or duplicated descriptions that come from importing a supplier feed.
Canonical and duplication fixes
Collections and variants can serve the same product under several URLs. We set canonical tags correctly and tidy internal links so Google indexes one strong page, not several weak copies.
Theme speed and Core Web Vitals
We measure load times, trim render-blocking scripts, fix oversized images and tune the theme so pages load fast on a phone. This is hands-on technical SEO shaped for Shopify.
Blog and content strategy
Buyer guides, comparisons and how-to content that answer the questions ahead of a purchase. Built on our content and on-page SEO, mapped to the products they support.
App audit and code cleanup
Many Shopify apps inject scripts on every page whether it is used or not. We audit installed apps, strip leftover code from removed ones and keep the stack lean so the store stays fast.
Authority and link building
Product searches are competitive, so the store needs real authority. We earn the links a Shopify store needs through our link building service.
Reporting on sales, not rankings
Plain monthly reporting tied to organic sessions, revenue and conversion from Google, so you can see the return in dollars rather than a list of keywords that moved a few places.
Who is Shopify SEO for?
Australian businesses selling on Shopify who want steady organic sales rather than relying on paid ads. It suits stores that have grown past their first sales, importers and brands with real catalogues, and store owners who suspect their theme, apps or collection setup is holding rankings back.
Stores past the early stage
You have products selling and want a bigger share of sales coming from Google instead of paying for every click through ads. SEO becomes the channel that compounds.
Large or growing catalogues
Dozens or hundreds of products across many collections, where variants and imported descriptions have created duplication and thin pages that need sorting at scale.
Owners who suspect a problem
Traffic has flattened or pages feel slow, and you want someone who knows Shopify to find what the theme, apps or collection setup is costing you and fix it.
How does Google rank a Shopify store?
On the same signals as any site, but each one runs into a Shopify quirk. Google needs to crawl a clean set of URLs without tripping over duplicate collection and variant pages, find collection and product pages that match what people search, load them quickly despite a heavy theme or stacked apps, and trust the store enough to rank it above competitors. Get those four right within Shopify's rules and the store climbs.
Clean crawl
Canonical tags and tidy links so Google indexes one version of each product, not duplicates.
Intent match
Collection and product pages that answer the exact searches buyers type before they purchase.
Speed
Fast pages on mobile, with Core Web Vitals kept healthy despite the theme and apps.
Authority
Links and trust signals strong enough to rank in competitive product categories.
What does the process look like?
An evidence-led method tuned for Shopify. We audit the store and its theme, fix the platform quirks first, build out collection and product pages, add content and authority, then report on sales. Every stage is reported plainly and explained in language a store owner can act on.
Store audit
We crawl the store, check canonical setup, theme speed, apps and indexed URLs, and map where sales are being left on the table, starting with a free audit.
Fix the foundations
We sort duplication, canonical tags, redirects from removed products and theme speed first, so later work lands on a clean, fast base.
Collections and products
We optimise collection pages for the broad searches and product pages for buying intent, with product schema and clean handles throughout.
Content and authority
We publish buyer guides that feed your collections, then earn the links the store needs to compete in its category.
Keep apps lean
We watch the app stack as the store grows, removing code from apps you have dropped so the store stays fast over time.
Report on sales
Each month we report on organic sessions, revenue and conversion, then put effort into the products and collections that are paying off.
What does Shopify SEO cost?
The fee for a Shopify store depends on the size of the catalogue, the condition of the theme and how competitive your products are. A small store with a clean theme is a lighter job than a large catalogue with thousands of variants, so we price per store rather than from a single rate.
The pricing page lays out the usual monthly bands so you can see roughly where a store like yours sits. After a free audit we put an exact figure against your store, with a clear list of what each dollar covers. Plans are month to month, so you can lift or pause the work as the sales data comes in.
See SEO packages & pricingTell us your Shopify URL and what you sell, and we will scope a plan and a price for your store, with no obligation and no lock-in.
Get a quote Start with a free auditNo setup fees. No lock-in. Cancel anytime.
How long until it works?
Technical fixes such as canonical tags, redirects and theme speed can show in the data within a few weeks. Rankings and sales from collection pages, product content and links usually build over four to eight months as Google rewards the cleaner store. A newer store or a crowded category moves slower, while an established store with a tidy base tends to pick up sooner. The pattern below is what we typically see.
Foundations
Audit, canonical and duplication fixes, and the first speed wins on the theme.
Pages live
Collection and product pages optimised and product schema rolled out.
Momentum
Buyer guides and links compound, and product rankings start to climb.
Compounding
Organic carries more sales at a lower cost than paid ads.
Where do you offer Shopify SEO?
Across Australia. Boltly is Melbourne based and works with Shopify stores in every state, all delivered online, so your city does not change the quality of the work. Selling on a different platform? We also run ecommerce SEO more broadly and WooCommerce SEO for WordPress stores. Choose your city below for local detail.
Shopify SEO Sydney
SEO for Shopify stores based in Sydney.
Shopify SEO Melbourne
SEO for Shopify stores based in Melbourne.
Shopify SEO Brisbane
SEO for Shopify stores based in Brisbane.
Shopify SEO Perth
SEO for Shopify stores based in Perth.
Shopify SEO Adelaide
SEO for Shopify stores based in Adelaide.
Shopify SEO Gold Coast
SEO for Shopify stores based on the Gold Coast.
Shopify SEO, answered
Wondering whether your theme, apps or collection setup is costing you rankings? A free audit gives you a clear answer.
Get a free auditShopify SEO is the work of getting a Shopify store to rank in Google for the searches that bring buyers. The fundamentals are the same as any SEO, but the work is shaped by how Shopify is built: a fixed URL structure with /collections/ and /products/ paths, duplication created by collections and product variants, theme speed, and a reliance on apps that can slow the store down. Good Shopify SEO works with those quirks rather than fighting them.
Only partly. Shopify locks the prefixes, so collection pages always sit under /collections/ and product pages under /products/, and you cannot remove those segments. You can control the handle at the end of each URL and keep it clean and keyword-led. The fixed prefixes are not a ranking problem on their own; the bigger issue is the duplication they can create, which we fix with canonical tags and tidy internal linking.
Shopify can serve the same product under several URLs, such as the standalone product URL and a version nested inside a collection, and variant and filter parameters add more. Left alone, Google sees many near-identical pages competing with each other. We set canonical tags correctly, control how variants and filters are exposed, and link internally so Google indexes one strong version of each page instead of several weak ones.
Yes. Core Web Vitals are a ranking factor and a conversion factor, and Shopify stores often slow down through heavy themes, large images and stacked apps. We measure the store, trim render-blocking scripts, fix images, remove apps that inject code on every page, and tune the theme so pages load fast on a phone. Faster pages tend to rank better and convert better at the same time.
They can. Many Shopify apps inject scripts and styles on every page whether the page uses them or not, and that weight slows the store and can hurt Core Web Vitals. We audit installed apps, remove leftover code from ones you no longer use, and keep only the apps that earn their place. A lean app stack is one of the simplest ways to speed up a Shopify store.
Pricing depends on the size of your catalogue, the state of the store and how competitive your products are, so we quote per store rather than charging a flat rate. A small store with a tidy theme is a different job from a large catalogue with thousands of variants. Our pricing page shows the usual range, and a free audit gives you an exact figure for your store.
Technical fixes such as canonical tags, speed and broken collection links can show up within a few weeks. Rankings and sales from content and authority usually build over four to eight months as collection and product pages gain traction and links accrue. Newer stores and contested categories take longer, while an established store with a clean base tends to move sooner.
Yes. Boltly is based in Melbourne and works with Shopify stores across Australia, including Sydney, Brisbane, Perth, Adelaide and the Gold Coast. The work is delivered online, so a store owner in any city gets the same senior-led work, with no lock-in.
Ready to grow your Shopify store from search?
Free consultation · No lock-in · Australia wide