Shopify is a strong platform commercially but has several structural SEO quirks that under-optimized stores leave unfixed. The Shopify-specific optimization playbook: (1) Collection pages — Shopify auto-creates a collection page per tag, leading to thin/duplicate content if unmanaged. Decide which collections you want indexed, write substantive copy on each, and noindex or canonicalize the rest. (2) Product URL canonicalization — Shopify creates duplicate product URLs (under /collections/<collection>/products/<product> AND under /products/<product>). Ensure canonical tags point to the primary /products/<product> URL. (3) Faceted navigation — Shopify's filter and sort parameters (?sort_by=, ?filter.v.option.) create infinite parameter combinations. Configure parameter handling in Search Console and add Disallow rules in robots.txt where appropriate. (4) Image optimization — Shopify serves images through their CDN but at sub-optimal compression. Use a third-party image-optimization app (Crush.pics, TinyIMG) or implement WebP delivery via the asset_url filter. (5) Theme performance — most popular Shopify themes ship with 60+ third-party scripts (analytics, chat, reviews, A/B testing). Audit and remove non-essentials; defer the rest. (6) Structured data — Shopify themes vary widely in schema implementation; verify with Google's Rich Results Test and add Product/Offer/Review schema via theme.liquid where missing. (7) Section/blog content — Shopify's blog functionality is genuinely usable; build out informational content in /blogs/news/ to support topical authority.