Service / 06
Most Shopify SEO retainers we replace outsourced the schema and canonical work to apps that emit duplicates, and skipped the theme-level work that actually moves rankings: collection architecture, canonical handling, app-stack pruning, Core Web Vitals. We do it in the theme code.
What it unlocks
Built for Shopify stores that have outgrown a generalist SEO retainer and need someone who actually knows Liquid, the Shopify URL structure, and the specific patterns that move (and break) Shopify rankings.
Capabilities
Engagement rhythm
Free audit
Theme + app foundations
Continuous publishing and refresh
Quarterly strategic review
What we do
Product, Review, BreadcrumbList, Article, FAQPage: implemented directly in product.liquid and collection.liquid, not bolted on via an app that emits duplicates. The kind of theme work that requires actually writing Liquid, which generalist SEO agencies skip because they outsource it to a third-party app and hope. We validate output, deduplicate against any app-emitted schema, and keep it aligned to live content.
Most Shopify stores carry 20 to 40 unnecessary scripts loaded by apps that have not been used in months. Reviews app no one configured. Email pop-up from a campaign that ended last year. A loyalty app the previous agency installed and never wired up. We audit, prune, and replace where needed. Core Web Vitals routinely improve by 20-40 points after a proper app-stack sweep, before we have touched the theme.
Smart vs manual collections, tags, metafield-driven filters, canonical handling across /products/ and /collections/. Get this wrong and you ship thousands of thin near-duplicate URLs. Faceted nav (?filter=...) needs robots, canonical, and parameter handling that Shopify does not configure by default. Most stores have at least one collection-URL pattern actively hurting rankings; the fix is technical and Liquid-level.
Four or more new pieces a month, briefed against actual Search Console data. Product page copy refreshed monthly based on what is converting. Collection page intro copy added (most stores have empty collection pages above the product grid). Buying guides, comparison content, and educational pieces that actually rank for the queries your buyers use.
Weekly Search Console review. Shopify ships duplicate-URL patterns by default; we monitor for canonicalisation drift, soft-404s on out-of-stock products, and sitemap inflation as old SKUs accumulate. Manual actions caught early. JS-rendering issues spotted before they cost organic traffic.
Monthly report against attributed organic revenue, not ranking screenshots. Quarterly strategic review with a real human. We treat the GSC dashboard as a control panel, not a quarterly screenshot. If a tactic is plateauing, we will tell you and pivot, not keep selling the same playbook for another year.
How an engagement runs
Full audit of theme schema, app-stack load, collection architecture, /products/ canonical handling, content depth, GSC health, and content gaps vs ranking competitors. Where the store is leaking traffic, where it should rank but does not, and where the highest-impact technical fixes are. No commitment past the audit call.
Liquid-level schema deployed and validated. App stack audited and pruned. Collection architecture cleaned up. Canonical and faceted-nav handling sorted. Content calendar launched (four-plus articles per month plus a PDP and collection refresh queue). Search Console baseline established and weekly review cadence started.
Steady content cadence. Product page copy refreshed monthly. Collection page intros added where missing. Internal linking extended as the cluster grows. Schema and structured data kept current as the catalogue changes. GSC monitored weekly.
Every 90 days: which collection and product clusters are paying back in organic revenue, where competitor weakness is opening up, where next quarter's content investment should sit, what is changing on Shopify (new SEO patterns, app deprecations, theme updates that affect schema). Real strategy.
The lay of the land
The retainers we replace all look the same on paper. Monthly content calendar (looks fine). Quarterly audit (mostly cosmetic). Ranking dashboard (vanity). And one or two SEO apps installed years ago that the previous agency uses as their entire 'technical SEO' deliverable. Meanwhile the actual technical work that moves Shopify rankings (Liquid-level schema, collection canonical handling, app-stack pruning, faceted nav indexation control) sits untouched because the previous agency could not write Liquid.
Shopify-specific SEO knowledge does not transfer cleanly from generalist SEO. Shopify's default URL structure ships duplicate-URL patterns: a product can live at /products/handle and /collections/handle/products/handle. Robots and canonical configuration to handle that is not on by default in older themes. The Shopify sitemap auto-generates from the catalogue with no exclusion controls. Out-of-stock products generate soft-404 patterns that bleed crawl budget. None of this is fixed by an SEO app; it is fixed in the theme and at the URL configuration layer.
Done properly, Shopify SEO is one of the higher-leverage retainers a store can run, because the platform's defaults leave so much on the table that the first six months of work is mostly recovering ground the platform was quietly giving away. From month seven onwards the work is more conventional content and on-page, but the foundation lift is real and it compounds for years.
FAQ
The fundamentals are the same; the technical work is Shopify-specific. Liquid-level schema, collection architecture, app-stack discipline, Shopify-specific URL and canonical patterns. If you run only Shopify, this is the right page. If you run Shopify alongside a WordPress blog or a Magento outpost, the main SEO Services page covers broader ground.
Usually. Apps like Smart SEO, SEO King, Plug In SEO can stay if they earn their seat (often they do not, once theme-level work replaces what they were doing). We audit which are emitting useful schema, which are emitting duplicates, which are not used at all. The goal is a clean theme-level setup with apps only where they are genuinely additive.
Work in your existing theme. We extend the schema, content blocks, and internal linking patterns within the existing Liquid. If the theme is so badly built that no amount of SEO work will fix the performance or structure, we will be direct in the audit and suggest a theme replacement (or a custom build via our Shopify Development service); that is a separate decision.
Plus opens up checkout extensions and B2B catalogues but the SEO mechanics are the same as standard Shopify. Headless Hydrogen needs more careful schema work because the Liquid templates do not exist; we deploy structured data through the React layer with deliberate care. Headless SEO can be excellent or terrible depending on whether content rendering is server-side; we will tell you which side your build is on.
Yes. Four or more new pieces per month, briefed against Search Console intent data. Articles, buying guides, comparison content, collection page intros, and PDP refresh work. If you have in-house content writers, we can work with them instead but the strategy and briefs stay with us.
Technical foundations land in the first 60 to 90 days; some rankings movement appears in this phase because most stores have low-hanging fixes (broken canonicals, missing schema, soft-404 patterns). Steady content compounding from month four onwards. Meaningful attributed organic revenue lift from month six to twelve, depending on category competition.
Yes. Most engagements inherit a Shopify store with months or years of mixed-quality SEO work. We audit what's there, decide what to keep, fix what is broken, and rebuild what is missing. Content equity is preserved where it earns its keep; we do not delete and start over.
Everything we do
Pick any other engagement that fits your business, or take the whole stack from one senior team.
Custom Shopify themes, performance-tuned from launch, conversion-led PDPs, SEO and Merchant Centre wired clean.
Custom WooCommerce themes that perform like Shopify, with the editorial flexibility and ownership of WordPress.
Custom WordPress sites built code-first as the default, with the option of a properly configured page builder when your team needs ongoing editorial freedom.
We update, back up, monitor, and patch your WordPress site every week so a stale plugin never takes your business offline.
Technical SEO, content, local, schema, and Search Console health, run as a retainer and measured against revenue.
Most Shopify SEO is left to an app that emits duplicate or invalid schema. We do the work in Liquid, where it belongs.
WooCommerce SEO done at theme and plugin level, not delegated to the Yoast WooCommerce add-on.
WordPress SEO done at theme, plugin, and hosting level, not delegated to a Yoast or Rank Math settings page.
We build Google Ads accounts around conversions: tight structure, clean tracking, landing pages that match the query.
Paid search, paid social, SEO, content, and analytics run by the same senior people, with reporting tied to pipeline.
Most PPC agencies run Google only. We run Google plus Microsoft Ads in parallel, with cross-channel tracking and audience strategy.
Shopping and Performance Max are the start, not the strategy. We run the full funnel for ecommerce accounts, with margin context, not just ROAS.
Shopify-specific Google Ads work: native Merchant Centre integration, customer-list sync, Shopify Audiences, and PDP-level CRO.
Service businesses optimise to form fills. We optimise to sales-qualified leads and closed-won revenue, wired into your CRM.
We run Facebook and Instagram Ads with senior account managers, server-side tracking, and continuous creative testing so spend earns its keep.
No templates. No page builders. Bespoke websites with Lighthouse 95+, SEO foundations baked in, and CMS controls that make sense.
Custom-built ecommerce, sized to your catalogue and ops. Shopify, WooCommerce, or custom-built; the platform follows the business model.
Cape Town-focused SEO: local pack and Google Business Profile, technical foundations, content, and GSC discipline, run as a retainer and measured against revenue.
Cape Town web design agency. Bespoke builds, Lighthouse 95+, SEO foundations baked in, CMS controls your team can actually use. In-person discovery meetings across the city.
Bespoke website builds engineered around your stack, your integrations, and how the site has to perform under real load. Custom code, headless where it fits, observability and security treated as deliverables.
Continuous CRO: diagnose where the funnel leaks, run hypothesis-led tests, measure against revenue, not vanity engagement metrics.