Everything I've Learned in 5 Years of Doing SEO on Shopify

My talk from BrightonSEO April 2024

Transcript

1. Everything I’ve Learned in 5 Years of Doing SEO on Shopify Lorcan Fearon StudioHawk @LorcanFearon
2. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Year One
3. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
4. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
5. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
6. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Shopify isn’t a cheat code. The rules of SEO still apply
7. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify The basics are still, and will always be, relevant
8. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Year Two
9. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
10. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
11. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
12. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Above the fold content + internal links = easy Shopify SEO wins
13. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
14. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
15. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
16. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Developing collection page strategies
17. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
18. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify SERP analysis 🔍 Unique above the fold content ✍ Keyword targeted in metadata 🎯 Internal links to new collection page from other established pages 🤝 CollectionPage Schema Markup 🤖 Build links to page 🔗
19. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify This is why you have to know and understand the basics of SEO.
20. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Duplicating the theme to get more hands on with code
21. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
22. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
23. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Beware the app that promises you a quick fix!
24. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
25. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
26. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
27. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Be very careful, don’t expect that apps are set up correctly.
28. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify I am yet to see a single ‘SEO app’ for Shopify that is worth installing.
29. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify All they have bought me is pain, suffering, and sternly worded emails.
30. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Chopping out Hotjar
31. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Hotjar is known to add a whole second to page loading speeds.
32. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Please. For the love of God. You cannot tell me you are reviewing all these heatmaps.
33. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify When you need to do a user behaviour analysis/UX analysis, collect the data and session recordings over a limited period of time and then take the tracking out.
34. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
35. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
36. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Using canonical URLs on collection pages.
37. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
38. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify https://thereddogcompany.com/collections/dog-mats/products/fire-orange-dog-mat
39. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify https://thereddogcompany.com/products/fire-orange-dog-mat
40. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
41. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Make the search engine’s job easy.
42. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify To enact this, we need to go on a simple search & replace mission.
43. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Duplicate your theme
44. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
45. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
46. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify ⚠ WARNING ⚠ This will break the breadcrumb structure on your PDPs. Up to you to decide/test what’s more important
47. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Year Three
48. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify This was the turning point….
49. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
50. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify This is where the SEO’s role in the marketing mix and wider business started to sink in
51. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Google used to be an omniscient, omnipotent being, incapable of doing wrong
52. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify And then I realised it’s just a large company made up of humans, who are intrinsically imperfect
53. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify The same applies to Shopify, so let’s take a closer look at our friends
54. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
55. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Shopify bet BIG on e-commerce during Covid
56. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify They thought the in-store experience was over, and wanted to take aim at Amazon (join the queue lads)
57. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify https:/ /speakerdeck.com/kevinindig/what-the-best-shops-do-best-kevin-indig-at-recommerce?slide=3
58. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Who could have guessed that e-commerce would boom when people literally can’t leave their houses?
59. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Needless to say, the gamble didn’t pay off.
60. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
61. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
62. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Mass layoffs ensued. Around 10% in July 2022, and then a further 20% in May 2023* *according to Shopify’s wikipedia article
63. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
64. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify What does our friend Tobi think of SEO?
65. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
66. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
67. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
68. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify It feels like SEO has left the room at Shopify
69. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify How do I know this?
70. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
71. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify It’s funny that the same ‘techno-optimists’ who say SEOs ruined the internet also gave 1.75M online shops the ability to create AI content with a click of a button.
72. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify I digress…
73. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify What does this mean for SEOs who work on Shopify sites?
74. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify It means we need to be the ones that advocate for SEO at Shopify
75. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
76. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Year Four
77. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
78. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
79. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Restructuring the <head>
80. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
81. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
82. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Adding custom JSON-LD structured data
83. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
84. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
85. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
86. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
87. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
88. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
89. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Removing pr_prod_strat
90. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
91. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
92. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
93. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
94. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Our target: Whichever snippet is responsible for the recommended products
95. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Not as simple as the other one as you can’t use the Chrome extendo.
96. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
97. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
98. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Made a decision on subfolders vs subdomains
99. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
100. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
101. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
102. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Embracing my inner Karen
103. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Year Five
104. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
105. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
106. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Let’s recap….
107. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Shopify is not a cheat code.
108. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify You must learn and master the basics of SEO
109. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify Prepare for more really cool ‘techno-optimist’ lizard b******t
110. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify And, most importantly…
111. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing SEO on Shopify
112. Thanks! Lorcan Fearon Senior SEO Specialist lorcan@studiohawk.co.uk Twitter: @lorcanfearon Linkedin: https://www.linkedin.com/in/lorcan-fearon/ Slide deck