Shopify SEO starts with structured product and collection pages. Write unique product titles that include your primary keyword naturally, keep them under 60 characters, and craft meta descriptions under 155 characters that drive clicks. Duplicate content is Shopify's biggest trap because collection pages often share products, so use canonical tags properly and write unique descriptions for each collection. Technical optimization matters more on Shopify than merchants realize. Compress all images to under 150KB using tools like TinyPNG before uploading, minimize app usage to three to five essential apps maximum, and choose a fast theme. Shopify's native speed isn't terrible, but bloated themes and 15 apps will kill your Core Web Vitals. Check PageSpeed Insights monthly and aim for a mobile score above 50, ideally 70-plus. Internal linking connects your site architecture. Link related products within descriptions, link collections to relevant blog posts, and create a logical category hierarchy. Shopify's navigation is fairly rigid, so compensate with contextual links in your content. Build a simple blog under /blogs/ and publish monthly content targeting informational queries your buyers search before purchasing. URL structure needs attention because Shopify forces /products/ and /collections/ into URLs. Accept this, keep product handles short and keyword-rich, and avoid changing them after launch since Shopify's redirect system has a 50-redirect limit per file. For Canadian stores, geotargeting through hreflang tags helps if you serve US and Canadian customers differently. Ottawa SEO runs several Shopify stores in our portfolio and consistently sees the biggest gains from speed optimization and strategic blogging. Most store owners obsess over product descriptions but ignore site speed, then wonder why bounce rates hit 65 percent. Fix your images first, audit your apps second, then worry about meta tags. Shopify's built-in SEO features handle basics like sitemaps and structured data automatically, so focus your energy on content quality and technical performance rather than fighting the platform's limitations.