Shopify SEO changes happen across three main areas. For site-wide settings, go to Settings > Online Store > Preferences to modify your homepage title, meta description, and social sharing image. These fields control what search engines see for your root domain and how your store appears when shared on social platforms. For product and collection SEO, edit each item individually through Products or Collections in your admin panel. Every product page lets you customize the title tag, meta description, and URL handle. The URL handle is your slug, like /products/winter-jacket, and you should set this once before launching because changing it later breaks existing backlinks and indexed URLs. Shopify auto-generates URLs from product titles, which often need cleanup to remove stop words and keep them under 60 characters. Page content changes require editing the theme or page templates. If you use Shopify's Online Store 2.0 themes, you can add sections and customize H1 tags through the Theme Editor without touching code. For older themes or structural changes, you'll need to edit Liquid templates in the code editor. Common changes include: - Adding or repositioning H1 tags on collection pages - Inserting keyword-rich descriptions above product grids - Implementing FAQ schema on product pages - Customizing breadcrumb markup for better rich snippets Blog posts follow the same pattern as products. Edit title tags and meta descriptions in the blog post editor, but monitor your URL handles because Shopify creates them from your post title by default. At Ottawa SEO, we typically audit a Shopify store's existing URL structure before making bulk changes. If you've got 500 products and need to standardize meta descriptions, use a Shopify app like SEO Manager or Plug in SEO to batch edit. Manual changes work for stores under 100 SKUs, but anything larger demands automation to avoid months of tedious work. Always check your robots.txt and sitemap.xml after major changes because Shopify sometimes blocks crawlers at the theme level without warning.