Shopify SEO updates happen in three main areas. First, edit individual pages by going to Products, Collections, or Pages in your admin, clicking the item, scrolling to Search Engine Listing Preview, and customizing the title tag and meta description. For URLs, set them correctly before publishing because Shopify creates 301 redirects if you change them later, which works but isn't ideal for new content. Second, optimize images by clicking each one and filling the alt text field with descriptive, keyword-relevant text. Third, go to Settings > General to set your store name (becomes your homepage title) and Settings > Apps and Sales Channels > Online Store > Preferences to configure the homepage meta description and social sharing image. For product pages specifically, write unique descriptions in the main content editor rather than duplicating manufacturer text. Shopify automatically generates H1 tags from product titles and collection names, so make those titles clear and keyword-friendly without stuffing. Use the Search Engine Listing Preview to see how your snippet looks before saving. Shopify's built-in blog lives under Online Store > Blog Posts. Each post gets the same SEO editing options as products. Create a clear URL handle, write a compelling meta description under 155 characters, and use natural keyword placement in your post title and first paragraph. Common mistakes we see: leaving default Shopify theme text in meta descriptions, using generic product titles like "Blue Shirt" instead of "Men's Blue Oxford Dress Shirt - Cotton Blend", and ignoring the automatic collection page titles that often need manual refinement. Also, Shopify generates canonical tags automatically, but if you're running the same products across multiple collections, check that the canonical points to your preferred version. For larger catalog updates, export products to CSV from the Products page, edit title and SEO fields in bulk, then re-import. Shopify matches by handle and updates existing products. At Ottawa SEO, we typically audit 20-30 top-traffic pages first rather than trying to optimize 500 products at once. Focus on your revenue drivers, then expand systematically.