This checklist is meant to be worked through, not just read. Use it before you launch a new Shopify store, after a migration, or as a periodic health check. For the reasoning behind each step, see our 12-step Shopify SEO guide.
Before launch
Domain and access
- ☐ Your own domain is connected and set as the primary domain (how to connect a domain)
- ☐ The www and non-www versions redirect to the primary domain
- ☐ SSL is active (Shopify provides it automatically)
- ☐ The online store password will be removed at launch
Structure
- ☐ Main menu reflects your key categories, with no more than one or two levels
- ☐ Collections exist for the categories people search for
- ☐ Product handles are short and descriptive
- ☐ No duplicate products for the same item (use variants instead)
Content
- ☐ Home page title and meta description written in Online Store → Preferences
- ☐ Search engine listing filled in for top collections and products
- ☐ Unique descriptions on key products, not manufacturer copy
- ☐ Collection pages have a short, useful introduction
- ☐ Image alt text describes the product
- ☐ About, contact, shipping, returns and privacy pages are published
Technical
- ☐ Product structured data passes Google's Rich Results Test
- ☐ One H1 per page (usually the product or collection title)
- ☐ Main template images are sized sensibly and the top image isn't lazy-loaded
- ☐ Only the apps you need are installed
- ☐ For a migration: every old URL has a redirect to its new equivalent
Launch week
- ☐ Store password removed
- ☐ Domain verified in Google Search Console and Bing Webmaster Tools
- ☐
/sitemap.xmlsubmitted - ☐ GA4 connected and receiving events (setting up GA4 on Shopify)
- ☐ Google Merchant Center connected so products can appear in Shopping results
- ☐ A few key URLs inspected in Search Console and indexing requested
Every month
- ☐ Search Console: pages with high impressions and low click-through rate get better titles
- ☐ Search Console: new "not indexed" reasons investigated
- ☐ Core Web Vitals reviewed in Search Console or the Shopify web performance report
- ☐ Deleted products redirected to the closest relevant page
- ☐ At least one helpful article or guide published or updated
- ☐ Internal links added from new content to relevant collections
Common mistakes this list catches
- Launching with the password still on, then wondering why nothing is indexed
- Deleting old products without redirects, which loses their search traffic
- Default titles like "Products – Store Name" on important pages
- Slow stores caused by forgotten apps
Want a second pair of eyes? Request a free store audit, or see our Shopify SEO services.
Frequently asked questions
Should I remove the store password before submitting the sitemap?
Yes. While the online store password is on, search engines can't crawl the store. Remove it when you launch, then submit the sitemap in Search Console.
Do I need an SEO app on Shopify?
Not necessarily. Many checks on this list are built into Shopify or need only a little theme work. Apps can help with bulk editing, image compression or structured data on large catalogues.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
