Is Shopify good for SEO?

Shopify gives most stores a good technical baseline without developer work. When stores run into trouble, the cause is usually the theme, the apps or the content, not the platform itself.

Things to watch on Shopify:

• URL structure: products, collections and pages sit under fixed prefixes. That's fine for rankings, but migrations from other platforms change every URL, so plan redirects carefully.
• Duplicate product paths: some themes link to products through collection URLs. The canonical tag usually points to the main product URL, but internal links should use it too.
• Apps: each app can add scripts that slow every page. Audit apps regularly and remove the ones you don't use.
• Structured data: themes differ in how complete their Product markup is, so test it with Google's Rich Results Test.
• robots.txt: Shopify generates a sensible default, which you can customise with the robots.txt.liquid template when needed.

Content still decides competitive rankings. Invest in unique descriptions for your best sellers and useful copy on collection pages, and keep maintaining the store so it doesn't slowly degrade.