Shopify gives you a solid foundation but leaves critical SEO gaps you need to fix manually. Start with product optimization: write unique titles that include your target keyword naturally, craft meta descriptions under 155 characters that mention price ranges or key benefits, and avoid copy-pasting manufacturer descriptions. Every product needs at least 300 words of original content explaining materials, dimensions, use cases, and what makes it different. Technical cleanup comes next. Shopify creates duplicate content through collection pages, tagged URLs, and pagination. Use canonical tags properly, set your preferred domain in settings, and avoid indexing filter URLs. Install a speed optimization app but keep total apps under 15 because each one adds JavaScript that kills load times. Compress images to under 200KB before uploading and use WebP format when possible. We've seen Shopify stores drop from 8-second load times to under 3 seconds just by removing bloated apps and optimizing images. Collection pages are your commercial keyword goldmine. Most stores waste these with just product grids and zero text. Add 400-600 words of helpful content above or below the product grid explaining what's in the collection, how to choose between options, and why someone should buy from you instead of Amazon. Target keywords like "buy X in Canada" or "best X for Y" on these pages. Build a blog using Shopify's native blog feature and write buying guides, comparison posts, and how-to content that links to relevant collections and products. This drives informational traffic that converts at 2-4% if you link strategically. Set up proper breadcrumbs, use descriptive alt text on every image, and create an XML sitemap through apps like Plug in SEO. For link building, focus on getting listed in Canadian business directories, industry-specific marketplaces, and reaching out for product reviews from niche bloggers. Shopify's built-in structured data helps with rich snippets, but verify it in Google Search Console because theme conflicts break it regularly.