Shopify's SEO inputs are scattered across the admin, which trips up most store owners. Every product, collection, page, and blog post has a Search Engine Listing Preview section at the bottom of the editor where you set the title tag and meta description. The URL handle sits just above that section and can only be edited before you publish or by manually changing it later, which breaks existing links if you're not careful. Image alt text goes directly in the media manager when you upload product images or add images to pages. Shopify auto-generates alt text from filenames on upload, so name your files descriptively before uploading instead of relying on the default IMG_1234.jpg pattern. For homepage and fallback metadata, navigate to Online Store > Preferences where you set the site title, meta description, and social sharing image that apply when specific pages lack their own. Structured data requires theme code edits. Most modern themes include basic product schema, but you'll need to edit the theme.liquid or relevant template files to add organization schema, breadcrumbs, or review markup. If you're not comfortable editing Liquid, use a schema app from the Shopify App Store or hire a developer. We typically add JSON-LD snippets in a separate schema.liquid file and include it in theme.liquid to keep it maintainable. Three things Shopify doesn't handle well: canonical tags are auto-generated and you can't override them without app or code intervention, URL structures for collections and products are rigid with /collections/ and /products/ paths baked in, and blog taxonomy is limited compared to WordPress. You also can't noindex individual products natively; you need an app or robots meta tag insertion via theme code. For clients running 500-plus SKU stores, we automate title and description templates using metafields and custom Liquid logic so every product follows a consistent SEO pattern without manual entry. That's overkill for a 50-product store but essential at scale.