Shopify SEO works the same as any platform SEO, but you're working within Shopify's specific constraints and advantages. Start with product page optimization since that's where most e-commerce revenue lives. Your product titles should include the primary keyword naturally, descriptions need to be unique (not manufacturer copy), and every image requires descriptive alt text that includes relevant terms without keyword stuffing. Meta descriptions matter more on Shopify than people think because the platform makes them easy to customize per product and collection. Write them to improve click-through rate from search results, not just to stuff keywords. Keep them under 155 characters and include your main keyword plus a reason to click. Shopify's built-in blog is underused but powerful for capturing top-of-funnel traffic. Write buyer-intent content like product comparisons, buying guides, and how-to articles that naturally link to your product pages. This builds topical authority and creates internal linking opportunities that Google values. Technical SEO on Shopify has limitations. You can't fully control URL structure for products (they always include /products/ or /collections/), and the platform generates some duplicate content issues with variant URLs and collection pagination. Use canonical tags properly, which Shopify handles automatically in most cases, but verify them in your theme code if you're running custom collections. Page speed is critical for e-commerce conversions and rankings. Compress images before uploading (aim for under 200KB per product image), minimize app bloat (every app adds JavaScript weight), and choose a lightweight theme. We typically see Ottawa e-commerce clients running 15-25 apps when they only need 8-10. Shopify's app ecosystem offers SEO tools, but most are unnecessary. The platform handles structured data for products automatically. Focus on content quality, site architecture, and earning backlinks through product uniqueness or content marketing rather than paying for SEO apps that promise automated fixes. The fundamentals always win over plugins.