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SEO should never be an afterthought even though the return is not



Optimizing your site for SEO can feel intimidating and tedious, but really it’s all about understanding how search engines work and how searchers use them and implementing that insight into your pages copy, then methodically running through some completely accessible backend tinkering.

We've put together a step-by-step guide to optimizing your Shopify store—no SEO experience required.

Why is SEO so important?

1. The majority of traffic comes from organic search

If you don’t have an SEO strategy for your store, you might be missing out on traffic and revenue.

Online stores can expect 35% of total traffic to come from search engine results pages and 33% of revenue from this organic traffic making it the marketing channel that can produce the highest traffic and revenue, according to Wolfgang Digital.

2. Paid advertising costs are increasing and SEO is “free traffic”

If you’re generating most of your sales through paid advertising channels like Facebook or Instagram, this can eat into your profit margins. Although generating organic traffic takes time, it should eventually become your best acquisition channel which makes its costs sustainable.

Putting work in to increase organic traffic through SEO may cost you time and effort, but its compounding effect makes organic traffic the best value for money channel to produce customers.

3. Ranking first in search engines can get you up to 30% more daily traffic

There’s a joke in the SEO world that if you wanted to hide a dead body, you’d put it on page two. That’s because being in first place gets the most clicks—disproportionately so compared to ranking in 11th position.

If you happen to have a page that is performing well for organic traffic even without having done any optimizations for search, the likelihood is you can improve the page to bring more traffic, sometimes with the smallest tweaks.

Before you start: Essentials to improve your Shopify SEO

There are a few vital things you need to set up before jumping into improving your Shopify store’s SEO. These are:

    Purchase a custom domain. Simply put, your store needs its own domain to succeed in SEO. Custom domains create more trust with potential shoppers clicking through from search engines and they’re also more memorable. If you still have brandname.myshopify it’s time to upgrade to a custom domain like brandname. You can pick up a custom domain for anywhere between $10–$20 a year. If you need help, we have a resource on how to choose a domain name for your store.
    Ensure you have Google Analytics installed on your site. Google Analytics is free to install on your website and lets you see how much traffic and what it does on your site. Learn how to set up Google Analytics on your Shopify store.
    Ensure you have Google Search Console installed on your site. Google Search Console gives you insight into what pages rank for which queries, where they rank, and how many clicks you get amongst other useful insight. Learn how to set up Google Search Console on your Shopify store.

    Remove password protection. If you’re still getting your product pages created and sorted, you might want to wait to unlock your store to the public and search engines. But if your store is password protected, search engines won’t be able to see beyond your homepage and crawl or rank your pages on their search engine results page.
    Be on a paid plan. While stores on free trials can be crawled and indexed, if you’re not on a paid plan you’re going to put all this work and not see the fruition of your efforts once your trial is over as waiting for a new store to rank will take longer than 14 days.

Once you’ve confirmed all of these are in place, you’re good to go. Use this SEO guide to improve your store's organic traffic and visibility in search engines like Google and Bing.

Technical SEO

Technical SEO is the under-the-hood type of SEO. Like the fresh engine oil that keeps a car running, it often can’t be seen but can dramatically improve search performance of your website.

Technical SEO ensures that your website is optimized for search engine crawlers, has good page speed, and is mobile device optimized.

It also optimizes your site for humans by making sure its structure, navigation, and internal links allow easy browsing, and that meta tags are filled in so both search engines and humans know what the page is about.

If your website has discrepancies in these areas, it can stifle your rankings until errors are identified. By resolving these errors you’ll see the benefits like:

    Users engaging more with the site because it’s faster and all important content and pages are easy to access
    Increased crawling activity from crawl bots because the site is easier to crawl, which increases organic traffic over time

Note: This is not a full guide on technical SEO for Shopify, it’s a list of the must-haves you need to get in place for your site to perform well in search.

It’s easy to overlook internal linking, especially in the early days of building your online store. I understand—it simply doesn’t seem that important compared to publishing new pages and promoting your business.

Creating internal links isn’t just about pasting links to appropriate anchor text across your website.

It’s about creating the necessary pillar pages that will pass authority to dozens of other relevant website pages and blog posts, and/or vice versa. This can be done with a clear navigation system from your homepage that’s designed for both user experience and search engine crawlers.

Take Gymshark, a fitness apparel brand. Its homepage lists only two top-level menu options—simple.

Once you hover over either Womens or Mens, you get a dropdown list of products and collections offered. The dropdown is split into what’s trending, Gymshark’s staple products, styles that are specific across its product range, and accessories that don’t quite fit into other categories.

What is worth calling out here is that this menu structure is built for humans first and search engines second.

This is vital for building buyer trust. Our research on what solidifies trust with new shoppers found that category navigation that is easy to understand and use across all devices is a must-have if you want to win sales.

Yes, while Gymshark does create an easy to understand menu and category navigation system, it also lists its most important pages that will get organic traffic in this menu and optimized the anchor text for it.

You can see this under Womens > Products. When you click through to Shorts, you’ll find that this page ranks for ideal search terms like “workout shorts” and “women’s workout shorts,” which draw ideal customers in from search engines.

Now the question is, "how do I apply this to my business?"

Let’s take our content demo store, Kinda Hot Sauce, which sells hot sauces, as our example. Say we hear from customers that they love our habanero hot sauce and want more variations of it, and so we've added three new flavors to our habanero range. Here’s what we do next:

    Conduct keyword research. We use a free SEO tool like Ubersuggest and type “habanero hot sauce” into the keyword analyzer to get an idea of monthly search for that term (4,400). Great! We’ve found a new category for our new line of products to be nested under.
    Create product pages. In our Shopify store, we go to Products > Add product to create the product listing, and we ensure that everything is filled in from the title and descriptions to the SKUs and shipping information.
    Create a collection page.
    
    Navigate to Products > Collections to create a new page and add the three new product pages.
    
    While creating the collections page, we make sure to follow on-page SEO best practices when filling in the Search engine listing preview by aiming to use “habanero hot sauce” in the page title, description, and URL and handle.
        
    Add our new page to the menu. In our Shopify store, we go to Online store > Navigation > Main menu. From there we easily add our new habanero hot sauce collection to our navigation system under Shop.
    Add a breadcrumbs app to your store.
    
    An app like Category Breadcrumbs ($4/month) makes it easy to show your customers the path they’ve navigated down through your category tree.
    

For example, you’re reading this blog post on the Shopify blog, and you can click “Shopify blog” to take you back to the blog homepage.

In the beginning of this article, we noted that you should create a Google Search Console account.

Once you’ve done that, the next step is to submit your sitemap. Submitting your sitemap on Google Search Console allows your store to be crawled and indexed by search engines.

This simply means that a crawl bot visits your ecommerce site, explores the homepage, and makes its way down all your product categories, collections, and product pages and back up again until it’s complete.

It does this so it can list them on search engine results pages.

The good news is that Shopify creates a sitemap for all stores right out of the box. You won’t need to build your own—this is only recommended for truly advanced SEO managers.

If you’re on the Basic plan, you’ll get one auto-generated sitemap; if you’re on the Shopify plan or higher and use international domains, then you need to submit the sitemap file for each domain.

This six minute video will teach you how to submit your Shopify store sitemap to Google Search Console.

Next up is to fix any potential errors on your site. If you’ve just submitted your sitemap, you’ll have to wait until a crawl has taken place to get this insight, so perhaps bookmark this section and come back to it in a week or so. Here’s what to do:

    Log in to Search Console and view the Coverage report. On the left hand side, click Index > Coverage. You’ll see a graph appear with the tick box options Error, Valid with warnings, Valid, and Excluded. For now, you want to pay attention only to Error.
    
    Identify any 404 errors or redirect errors (if they’re reported). Search console will report these in the list as:
        “Submitted URL not found (404),” which is when the page does not exist on your site. To the user it displays a page-not-found message. This error occurs because somewhere on your site you are linking to this broken page, or another site is, and the search engine crawler is trying to index it.
        
        This is bad for SEO and users because you’re sending them to a dead end. It’s essential we fix this issue. Click on “Submitted URL not found (404)” and you’ll get a list of all the URLs that are returning errors. Click “Export” on the top right of the screen and export to your spreadsheet program of choice.
        
        “Redirect error” is when a Googlebot crawled the URL but the page didn’t automatically update to the new location for the user. This is because the chain is too long, there is a redirect loop, the URL exceeds the maximum URL length, or there is a bad or empty URL in the redirect chain. As above, click on “Redirect error” to get a full list of these URLs and export the list.

    Fix 404 and redirect errors in your store. This is where being handy with spreadsheets can help you out. These problems can be complicated to fix, but here’s what to do:
    
        Reference your spreadsheet of 404 errors (this is the sheet marked “Table”). Now you need to find the most relevant page to redirect to. For example, on our Kinda Hot Sauce demo store, if we discontinued a product it would make sense to redirect its page to either the closet match or the collections page. Make a note of these next to the URL (you can remove or hide the “Last crawled” column).
        
        If you can’t find a match, redirecting to the home page is a good default.
        From your Shopify admin, go to Online Store > Navigation. Click “URL Redirects” and then “Add URL redirect.” Here, reference your spreadsheet of 404 errors and enter those into the relevant fields and click “Save redirect.” If you need more detailed steps for this, try our help article on creating redirects.
        
        If you have more than a few redirects to create, you may want to consider using the bulk import function for URLs.
        
        Next, I’ll briefly recommend how to fix redirect errors. Redirect loops make visitors and search engines literally get stuck in a loop by trying to load a sequence of two more pages on your website that all point to one another. The redirect is configured so that page C should load page A, page A is configured to load page B, and page B is configured to load page C.

Search engines not only crawl the text on your webpage, they also crawl your images. Optimizing your images doesn’t stop you from displaying beautiful photography. In fact, it better helps show off and display your images to shoppers.

Reducing image sizes should be a priority for your store. HTTP Archive reports that images make up 46% of the average webpage’s overall size—meaning images are large and can make a page load slowly if not optimized.

The good news is that since Shopify is hosted ecommerce software, you don’t need to worry about technical aspects of finding a CDN that is secure and readily loads your images, as that’s included in your plan.

However, here are some simple tricks for reducing the file size of your images to help them get found and indexed easier by search engines:

    Use images in JPG or PNG formats. Shopify automatically serves images in WebP, a format that provides superior compression for images on the web, with an average saving of over 30% in file size over traditional file formats like JPEG and PNG.
    
    Alongside this, when possible, use only JPEGs and PNGs for images when uploading them to your site, as they’re already the smallest image file formats. This can be done in most native image programs that come with your system. For example, on a Mac, you can use the Preview app to save images in different formats by clicking File > Export, then choosing either JPG or PNG from the dropdown menu.
    Note: A good rule of thumb is to use JPEGs for photography and PNGs for custom graphics or illustrations, etc., and never GIFs, unless it’s for a moving image.
    
    Reduce the file size of your images. In short, the larger the image file size, the longer it can take a load a page. Reducing your image dimensions speeds up the loading of your images and the page. Resizing images can affect their quality. Be sure to use standard resolution, which is 72 pixels per square inch (PPI). If you’re new to this, we recommend you use Shopify’s free image resizer to get started.
    
    Add images to your sitemap. It’s vital to have your images appear on search results, as many people are visual searchers, especially when it comes to products like apparel.
    
    Adding images to your sitemap makes it easier for search engines to crawl and index them. Shopify includes your primary product page image in the sitemap, but if you want to include all images on your products pages, I recommend installing Image Sitemap ($4/month), an app that automatically builds and submits to Google Search Console an .xml Sitemap for all images associated with each product, blog article, and page in your Shopify store.
    
    Optimize your alt attributes carefully. Alt attributes are the text alternative to images used when a browser can’t properly render them. They’re also used for web accessibility, meaning if a person with impaired vision is looking at your blog they will be read the alt text.
    
    Alt text is important for ecommerce stores and image SEO as it helps products show up in Google images. Our advice here is to describe in plain language what’s in the image to help people with imparied vision have an idea what the image displays. In turn, this can also help your images rank. Instead of “facial toner 250ml” try “Image of Pixi’s Glow tonic facial toner in 250ml, a highly concentrated, invigorating facial toner to deep clean your pores”.
    
    Name your images in plain language. This is the file name of your image when it’s saved to your computer.

    When you upload it, its web address will be the same. Ideally, it should match the keyword on the page. For example, if our page is about habanero hot sauce, we want to save the image file name as “habanero-hot-sauce.jpg.” This means that alongside our product page appearing for queries “habanero hot sauce,” our product images hopefully also will appear under the images tab on search engines.

On-page SEO


For more information on on-page factors, this Moz article is a great resource.

Here, we’re going to cover the basics of keyword research, how to decode search intent, and some content optimization tips to help your pages rank for their target keywords.


Vietnam SEO

SEO (short for Search Engine Optimization) is the job of optimizing your website / blog for Google-friendly and importantly, ensuring that it offers value to your readers.
This job is the main purpose is to help your website to top Google. That means when someone searches for a certain keyword, your optimized web site will be in the top position
Example 1: "keyword research" is a process of SEO. If you search on this keyword on Google will find yourself in the top 1 search results. It means you have optimized this article so that it matches the keyword "keyword research


An SEO partnership is long-term, so you need to be sure of who you’re picking. Remember those black-hat techniques I mentioned at the top of this article? You’re going to want to avoid those.

Not all SEO companies or content marketing firms live up to their promises of more traffic, better rankings (Note: rankings aren’t the real measure of success), and more leads. Avoid any SEO company that promises anything like the following:

    Overnight rankings
    Doubled traffic
    Instant leads
    Search engine submissions
    X amount of backlinks
    Any sort of ROI projections

If you want promises like that, you can find them—but you’ll regret it later when the results aren’t what you signed up for.
Signs of Black-Hat SEO

A red flag should go up anytime an SEO expert makes certain claims or promises about results in X amount of time. The SEOs that give our industry a bad name are famed for what we call “churn and burn” practices, which often involve gaming rankings by:

    Buying a ton of links from random, crappy websites
    Using a computer program to generate hundreds of pages of garbage
    Using duplicate or scraped content
    Submitting fake press releases in order to spam links

I won’t say these things don’t work, because in some cases they do. The problem is they’re locked in a never-ending cat and mouse game as Google slowly shuts them down, one by one.

 If you haven’t used black-hat SEO tactics on your site, don’t start. But if you have, we recommend working with a trustworthy SEO company that can help clean up your website. Don’t risk the chance of getting a Google penalty.

A word of advice—do not do business with anyone that insists on retaining copyrights to any and all meta data they create, edit, or analyze for you.

If they retain or have this right assigned to them, they can legally bar you from using it, or totally strip your site should you choose to leave them for another company. With Vietnam SEO, everything we work on throughout our relationship is yours now, and yours forever.

What to Ask Any SEO Company Before Hiring Them

Before you hire anyone, make sure you look at SEO company reviews. If numerous people have had issues with a vendor, there’s something going on. Ask up-front for examples of reviews and case studies that prove success. You should also additionally ask the following questions:

    What’s in my current contract? Re-read the contract. What does it include? When does it end?
    What’s the process if I cancel? Sometimes you won’t gain access to your website or you’re tied into a contract you didn’t know had an end date.
    How will we communicate and how often? Set expectations early, otherwise you’re setting yourself up for disappointment.
    Do I have full access to my site and Analytics/Adwords accounts? It’s helpful to know who has FTP access, CMS access, Analytics access, and AdWords access.
    Will I own my website? Many SEO companies have website ownership clauses built into their contracts. For example, some will build “free” websites, but if you leave your contract early you lose all rights to it (We, of course, don’t do this. When you buy a website from us, it’s yours from day one).
    Do you provide guarantees? A good SEO company doesn’t. Because of all the moving parts and because each website is different, it’s impossible to guarantee results. If you talk to a company that does, you need to back away as quickly as possible!
    Have you done work like this for companies similar to mine? This is crucial. Different industries have different nuances and SEO requirements, which means you need to find an SEO provider that knows your specific industry backward and forwards.
    What contracts and options are available? How do I determine the right budget? It depends on your starting point, goals, competitive landscape, and internal capabilities. No one size fits all—there are no cookie cutter solutions, at least not from the best companies.
    What are all your fees and payment options? Be sure you know every single aspect of how you’re going to pay for what SEO costs. Otherwise, you might have work withheld because you “didn’t pay.”

Work with Our SEO Company to Grow Your Business

So if you’re trying to choose the best SEO company (or best local SEO company), you have to ask yourself—how do I want to appear on the web? Do I want people to think of my company as a scam because my marketing people are a scam? Or do I want my site to be a reflection of my business? If you’re interested in the latter, contact us  and our SEO experts today.

Best SEO Services in Singapore by Stridec

Stridec is a proven SEO agency that have helped many recognised brands and major corporations, as well as small and medium-sized businesses, achieve stellar SEO performance to drive their growth objectives, bringing them more traffic, customers and revenue in the process. Our team of Singapore SEO experts and consultants have years of experience with business SEO service and know exactly what works and what doesn't, so that you can get the SEO results that you desire in the shortest time possible.

If you're in need of a credible and results-oriented Singapore SEO agency to bring your online presence to the next level, Stridec is the right SEO partner for you. Talk to us today.


Why is SEO important for your business

Of all the digital marketing activities that you can pursue for the growth of your business, SEO is the only one that delivers long-term return on investment (ROI), as it is the only instrument that increases the authority of your brand and market value for your asset (i.e. your website) over time.

And the best part is:

The value increases over time, so the more sustained your commitment to SEO, the better your results in the long run.
SEO gives your business credibility

It has become a societal norm in today's world that whenever someone needs a product or service, the first action would be to "google for it".

The cool thing about being visible to users whenever they search for a product or service related to your business and your website shows up among the first few search results, your brand is instantly recognised as an authority in your industry or field of expertise.

This association immediately makes you and your business more credible and trustworthy than other competitors, even if they are more established than you.

Such a perception cannot be forced or faked, and can only be earned through a disciplined SEO process to get your website onto the first page of Google search.

Now, imagine that the top search results related to your trade are all throwing up your competitors' websites, and grabbing the lion's share of all the search traffic. How would that make you feel?

If you don't want to lose any more search traffic and potential customers to others, take action on performing SEO for your business now.
SEO lets you achieve more with your money

Many times, you may be tempted to take short-term actions such as running PPC ad campaigns such as Google Ads to generate immediate traffic and eyeballs to your website.

However, with cost-per-click (CPC) constantly on the rise, you'll end up having to pay more and more to sustain and meet your lead generation or customer acquisition objectives.
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