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Everything I've Learned in 5 Years of Doing SEO...

Everything I've Learned in 5 Years of Doing SEO on Shopify

My talk from BrightonSEO April 2024

Lorcan Fearon

April 26, 2024
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  1. Everything I’ve Learned in 5 Years of Doing SEO on

    Shopify Lorcan Fearon StudioHawk @LorcanFearon
  2. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Shopify isn’t a cheat code. The rules of SEO still apply
  3. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify The basics are still, and will always be, relevant
  4. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Above the fold content + internal links = easy Shopify SEO wins
  5. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Developing collection page strategies
  6. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify SERP analysis 🔍 Unique above the fold content ✍ Keyword targeted in metadata 🎯 Internal links to new collection page from other established pages 🤝 CollectionPage Schema Markup 🤖 Build links to page 🔗
  7. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify This is why you have to know and understand the basics of SEO.
  8. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Duplicating the theme to get more hands on with code
  9. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Beware the app that promises you a quick fix!
  10. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Be very careful, don’t expect that apps are set up correctly.
  11. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify I am yet to see a single ‘SEO app’ for Shopify that is worth installing.
  12. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify All they have bought me is pain, suffering, and sternly worded emails.
  13. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Hotjar is known to add a whole second to page loading speeds.
  14. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Please. For the love of God. You cannot tell me you are reviewing all these heatmaps.
  15. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify When you need to do a user behaviour analysis/UX analysis, collect the data and session recordings over a limited period of time and then take the tracking out.
  16. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Using canonical URLs on collection pages.
  17. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify https://thereddogcompany.com/collections/dog-mats/products/fire-orange-dog-mat
  18. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify https://thereddogcompany.com/products/fire-orange-dog-mat
  19. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Make the search engine’s job easy.
  20. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify To enact this, we need to go on a simple search & replace mission.
  21. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify ⚠ WARNING ⚠ This will break the breadcrumb structure on your PDPs. Up to you to decide/test what’s more important
  22. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify This was the turning point….
  23. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify This is where the SEO’s role in the marketing mix and wider business started to sink in
  24. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Google used to be an omniscient, omnipotent being, incapable of doing wrong
  25. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify And then I realised it’s just a large company made up of humans, who are intrinsically imperfect
  26. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify The same applies to Shopify, so let’s take a closer look at our friends
  27. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Shopify bet BIG on e-commerce during Covid
  28. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify They thought the in-store experience was over, and wanted to take aim at Amazon (join the queue lads)
  29. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify https:/ /speakerdeck.com/kevinindig/what-the-best-shops-do-best-kevin-indig-at-recommerce?slide=3
  30. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Who could have guessed that e-commerce would boom when people literally can’t leave their houses?
  31. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Needless to say, the gamble didn’t pay off.
  32. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Mass layoffs ensued. Around 10% in July 2022, and then a further 20% in May 2023* *according to Shopify’s wikipedia article
  33. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify What does our friend Tobi think of SEO?
  34. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify It feels like SEO has left the room at Shopify
  35. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify It’s funny that the same ‘techno-optimists’ who say SEOs ruined the internet also gave 1.75M online shops the ability to create AI content with a click of a button.
  36. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify What does this mean for SEOs who work on Shopify sites?
  37. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify It means we need to be the ones that advocate for SEO at Shopify
  38. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Adding custom JSON-LD structured data
  39. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Our target: Whichever snippet is responsible for the recommended products
  40. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Not as simple as the other one as you can’t use the Chrome extendo.
  41. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Made a decision on subfolders vs subdomains
  42. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify You must learn and master the basics of SEO
  43. @studiohawk #BrightonSEO Everything I’ve Learned in 5 Years of Doing

    SEO on Shopify Prepare for more really cool ‘techno-optimist’ lizard b******t