Shopify technical SEO checklist
Crawlability, indexation, canonicals, structured data and performance — the storefront work that content cannot compensate for.
September 23, 2026 · ElvoApps
Content teams get blamed for technical problems. This checklist is the opposite of a blog calendar. Use it before you commission another buying guide.
Crawl and index
- Which collections should be in the index? Write the list.
- Facet URLs: index, noindex, or blocked? One answer, implemented in the theme or app, not both.
- Paginated collections do not need to be a second sitemap of thin pages.
Canonicals and redirects
- One host (www vs apex), HTTPS, consistent trailing slash policy.
- Old campaign URLs 301 to a page that still exists.
- No redirect chains from the last three theme launches.
Architecture
Important products should not depend on a tag page nobody links to. Internal links from collections and guides matter more than a huge footer.
Structured data
Product markup must match visible price and availability. FAQ schema only on pages that have FAQs. Organization data once, correctly.
Performance
Theme JS, review widgets and lazy-loaded images. If a third-party script is not earning its keep, it is an SEO problem. ElvoApps treats this as part of Shopify SEO and, when the theme is the issue, store development.