Disorganised URLs: Shopify‘s default settings often create duplicate URLs, confusing search engines and wasting crawl budgets.
Fix: Use canonical URLs, clean up internal links, and optimise pagination.
Poor Meta Tags: Missing or poorly written meta tags can hurt rankings and click-through rates.
Fix: Write concise, keyword-rich page titles, meta descriptions, and alt text.
Slow Page Speed: Pages taking over 3 seconds to load can lose visitors and rankings.
Fix: Compress images, limit apps, optimise code, and use lazy loading.
Duplicate Content: Repeated content across URLs reduces ranking potential.
Fix: Use canonical tags, unique descriptions, and fix internal links.
Weak Internal Links: Poor link structures make navigation difficult for users and search engines.
Fix: Create logical links between pages, avoid broken links, and use clear anchor text.

Quick Comparison of SEO Mistakes and Fixes

SEO Issue	Problem	Fixes
URL Structure	Duplicate URLs, crawl budget waste	Canonical tags, consistent internal links, pagination optimisation
Meta Tags	Missing or irrelevant meta data	Keyword-rich titles and descriptions, alt text for images
Page Speed	Slow-loading pages	Image compression, app reduction, lazy loading
Duplicate Content	Content repeated across URLs	Canonical tags, unique descriptions, internal link updates
Internal Links	Broken or excessive links	Logical linking, clear anchor text, fix broken links

Fixing these issues can improve your store’s visibility, user experience, and search rankings. Let’s explore each mistake and its solution in detail.

1. URL Structure Problems

Shopify Default URL Issues

Shopify’s default URL setup often creates SEO challenges. By default, the platform generates multiple URLs for the same product. For instance, a product might appear under both the canonical "/products/" path and the non-canonical "/collections/*/products/" path. This duplication can confuse search engines, making it unclear which version to prioritise. It also wastes your site’s crawl budget, which could be better spent indexing other important pages.

URL Structure Fixes

To improve your Shopify store’s URL structure, try these adjustments:

Canonical URLs: Update your product.grid-item.liquid file to remove the ‘within:collection’ parameter, ensuring all product links point to the ‘/products/’ path.
Internal Linking: Make sure all internal links – whether in headers, footers, or sidebars – consistently direct to the canonical URLs.
Pagination: Set the first page of paginated content as canonical to establish a clear site hierarchy.

"The ideal solution would be to use robots.txt disallow directives to block these pages from being crawled in the first place", says Kevin Wallner, founder of First Chair Digital.

URL Management Tools

Shopify apps can simplify URL management and help resolve structural issues. Here’s a quick comparison of popular options:

Tool	Rating	Key Features	Monthly Cost (AUD)
SEO Manager	4.7/5	URL optimisation, redirects, bulk editing	From $9.00
Sherpas: Smart SEO	5.0/5	Broken link management, URL analysis	From $9.99
SearchPie SEO	4.9/5	URL cleanup, redirect management	From $39.00

Shopify SEO – 10 Easily Fixable Things, Missed By Most …

2. Meta Tag Issues

After optimising your URLs, it’s time to focus on meta tags. These play a crucial role in helping search engines understand your page content, just like consistent URL structures do.

Meta Tags and Search Rankings

Meta tags are short snippets of code that summarise your page’s content for search engines. If they’re missing or poorly written, your search visibility and click-through rates can take a hit.

"When a page is missing its meta description, the search engine essentially uses any text it can find on the page as the page’s meta description. This text might be either irrelevant or not enticing enough for the users to click on the page".

Writing Better Meta Tags

To create effective meta tags, focus on these essential components:

Meta Tag Component	Optimal Length	Best Practice
Page Title	50–55 characters	Place the main keyword at the beginning
Meta Description	155 characters	Add a clear call-to-action
Alt Text	No strict limit	Describe images accurately and include keywords

Here are examples of well-crafted meta tags for different types of pages:

Product Pages
Title: "Natural Bamboo Cutting Board – Eco-friendly Kitchen Tools"
Description: "Shop our sustainable bamboo cutting board. Non-slip edges, juice groove & free shipping on orders over $50."
Collection Pages
Title: "Organic Kitchen Accessories – Sustainable Homeware"
Description: "Discover our range of eco-friendly kitchen accessories. Proudly Australian-made with 30-day returns. Shop now and enjoy exclusive savings."

Meta Tag Tools

Meta tag tools can simplify your optimisation process. Many tools allow you to bulk edit, generate templates, and check character counts, ensuring your tags are consistent and don’t get cut off in search results.

Every page should have unique meta tags that naturally include relevant keywords and accurately reflect the content. Regular audits can help you spot areas for improvement and keep your SEO efforts on track.

3. Page Speed Issues

How Speed Impacts Your Store

Page speed plays a critical role in both user experience and search rankings. While Google recommends a 3-second load time, many Australian stores take 7–10 seconds to load. This lag can seriously affect performance. Take a look at how some major companies have been impacted by speed changes:

Company	Speed Change	Outcome
Walmart	1-second faster	2% boost in conversions
BBC	1-second slower	10% drop in traffic
Bing	100ms faster	$18M revenue gain

With over 55% of Shopify traffic coming from mobile devices, mobile optimisation is crucial. Let’s explore what might be slowing your store down.

Common Causes of Slow Speeds

Several factors can drag down your store’s performance:

Problem	Effect	Typical Cause
Large images	Slower load times	Uncompressed files
Excess JavaScript	Adds up to 2MB of unnecessary code	Too many apps
Theme problems	Sluggish rendering	Overly complex customisations
HTTP requests	Delayed loading	Multiple third-party scripts

For instance, one Australian store faced severe performance issues due to having over 5,000 DOM nodes in its navigation menus.

How to Improve Loading Speed

You can tackle these issues with a few practical steps:

Image Optimisation

Compress images using tools like TinyPNG.
Use JPG for photos and PNG for graphics.
Enable lazy loading for images that aren’t immediately visible.

Code Optimisation

Limit the number of apps to 20, as Shopify recommends.
Remove unused features and scripts.
Regularly update your theme.
Opt for system fonts instead of web fonts to reduce load times.

Technical Adjustments

Defer non-critical scripts to load later.
Use Google Tag Manager to organise marketing scripts.
Minimise redirects.
Host fonts locally instead of relying on external servers.

To keep your store running smoothly, monitor its speed regularly using tools like Shopify’s Online Store Speed Report and Google PageSpeed Insights. Even small improvements can make a big difference. For example, Pinterest’s speed optimisation efforts led to a 15% increase in SEO traffic and signups. Every millisecond counts!

4. Content Duplication

SEO Impact of Duplicates

Duplicate content can hurt your Shopify SEO. When the same or very similar content exists on multiple URLs, it divides ranking potential and confuses search engines, which can lower your store’s visibility.

Here’s how duplicate content can affect your site:

Impact Area	Effect	Consequence
Backlink Power	Splits link equity	Reduces overall page authority
Crawl Budget	Wastes resources	Fewer important pages indexed
Search Rankings	Dilutes signals	Lower positions in search results

"In terms of SEO, duplicate content is the highest priority issue we’ve seen created by Shopify."
– Christopher Long, Author at Moz

Common Duplicate Sources

Duplicate content often comes from:

URL Parameters: Product pages accessible via multiple URLs due to tracking parameters, filters, or sorting options. For example:
- domain.com.au/shoes
- domain.com.au/shoes?size=9
- domain.com.au/shoes?colour=black
Collection Pages: Shopify generates multiple URLs for tag-based collections, automated collections, manual collections, and paginated results.
Domain Variations: Content accessible through different versions of your domain, such as HTTP vs HTTPS, www vs non-www, or with and without trailing slashes.

Fixing Duplicate Content

To address duplicate content, you’ll need a mix of technical adjustments and better content practices:

Technical Fixes:
- Use canonical tags in your theme.liquid file to define the main page.
- Update internal links in product.grid-item.liquid to point to canonical URLs.
- Add rel="prev" and rel="next" tags for paginated content.
Content Management:
- Write unique product descriptions for each item.
- Avoid using manufacturer-provided descriptions to make your pages stand out.
- Regularly audit your content with tools like SEMrush Site Audit.

Example: A Shopify store struggling to rank for branded keywords improved its visibility after fixing internal links to point to canonical pages and enhancing its content with branded terms. This simple adjustment led to noticeable ranking improvements within a few months.

With duplicate content under control, the next step is to refine your internal link structure for even better SEO results.

5. Poor Link Structure

Internal Links and SEO

A weak internal linking setup can hurt both your SEO and user experience. Search engines rely on these links to understand your site’s layout, while users depend on them to navigate smoothly. Think of internal links as signposts guiding both your visitors and search engines.

Link Issue	SEO Impact	User Impact
Broken Links	Wastes crawl budget	Frustrates users
Orphan Pages	Content not indexed	Hard to locate pages
Too Many Links	Spreads link equity thin	Overwhelms visitors
Poor Anchor Text	Unclear relevance	Confusing navigation

"Internal links direct users and search engine bots to different pages on the same website. So they can be great for your SEO." – Hava Salsi, Semrush

Link Structure Guidelines

To optimise your Shopify store’s internal linking, follow these tips:

Navigation Structure

Make sure key pages are no more than three clicks away from the homepage.
Use clear, descriptive menu titles that reflect the content.
Arrange menu items logically for easy navigation.

Content Connections

Link product pages to related products.
Connect category pages with educational or related content.
Use keyword-rich anchor text for better context.
Avoid cluttering pages with excessive links (keep it below 3,000 links per page).

Using these strategies ensures your site is easy to navigate and helps search engines understand your content better.

Link Analysis Tools

Several tools can help you spot and fix internal linking problems:

Screaming Frog SEO Spider

Crawls up to 500 URLs for free.
Highlights broken links and redirects.
Paid version costs about AUD 380 per year for unlimited URLs.

Semrush Site Audit

Detects broken links, orphan pages, redirect chains, and nofollow attributes.

For automated linking, tools like Juice SEO can help. Starting at just AUD 10.50 per month, it can automatically link blog posts, pages, and products.

In January 2024, a Shopify store used Semrush’s Site Audit to fix internal linking issues. The result? Better crawlability and improved search rankings.

Conclusion

Summary of Solutions

Fixing Shopify SEO mistakes effectively can significantly improve your store’s performance. Here’s a quick overview of common errors and how to address them:

SEO Mistake	Key Solution	Impact
URL Structure	Use short, descriptive URLs	Easier for search engines to crawl
Meta Tags	Create keyword-rich, engaging tags	Higher click-through rates
Page Speed	Ensure load times are under 3 seconds	Better user experience
Content Duplication	Eliminate duplicate content	Higher search rankings
Link Structure	Build a logical internal linking system	Easier site navigation

Adopting these solutions can elevate your store’s performance and set a strong foundation for SEO success.

Regular SEO Checks

Consistent monitoring and updates are essential for staying ahead in the competitive eCommerce space. For instance, Waterskiers World saw a 35-70% boost in organic traffic within six months by implementing a thorough SEO strategy and performing regular audits.

"Search engine optimisation is important for all websites but vital for eCommerce. Attracting online shoppers is intensely competitive and making sure your website is performing optimally will directly impact your bottom line." – Alinga

Monthly SEO Tasks

Analyse metrics in Google Analytics and Search Console
Check page load speeds across devices
Identify and resolve technical SEO issues

Quarterly SEO Tasks

Update meta descriptions for top-performing pages
Optimise internal links for better navigation
Fix broken links and refresh outdated content

These regular tasks ensure your store stays competitive and adapts to SEO trends.

Alinga‘s SEO Services

Alinga offers customised SEO solutions tailored to Shopify stores, focusing on measurable growth. Their expertise has helped secure 179 keywords in Google’s top 10 rankings.

Key services include:

In-depth technical SEO audits
Comprehensive keyword research
On-page optimisation
Performance monitoring and tracking

This results-driven approach has enabled Shopify Plus merchants to achieve impressive growth, such as a 126% year-over-year increase. If you’re looking to elevate your store’s visibility and performance, Alinga’s strategies are designed to deliver results.

5 Common Shopify SEO Mistakes and How to Fix Them