Shopify's SEO settings are decentralized across your admin panel rather than consolidated in one location. For individual products, collections, pages, and blog posts, open the item in your admin dashboard and scroll down to the 'Search engine listing preview' section. Click 'Edit website SEO' to modify the page title (which becomes your title tag), meta description, and URL handle. The title field has a 70-character limit and the description allows 320 characters, though Google typically displays 50-60 characters of titles and 150-160 of descriptions. For your homepage SEO, navigate to Online Store > Preferences. Here you'll find fields for homepage title and meta description. The default title is usually your store name, but you should expand it to include primary keywords, such as 'Store Name - Keyword | Location' format. This is also where you manage your social sharing image. Theme-level SEO requires editing your theme code. Go to Online Store > Themes > Actions > Edit code. The theme.liquid file controls global elements like schema markup, canonical tags, and header scripts. Most modern Shopify themes include decent baseline SEO structure, but custom modifications often live here. If you're adding Google Analytics 4, Google Tag Manager, or third-party tracking pixels, you'll typically paste code snippets in Settings > Customer Events or directly in theme.liquid before the closing head tag. For robots.txt and sitemap.xml, Shopify auto-generates these at yourstore.com/robots.txt and yourstore.com/sitemap.xml. You cannot directly edit robots.txt on Shopify, which frustrates many SEO practitioners. If you need to block specific pages, use the theme.liquid file to add noindex meta tags or rely on Shopify apps. At Ottawa SEO, we typically audit all SEO-editable fields across a Shopify store using a spreadsheet, prioritize high-traffic pages, and batch-optimize title tags and descriptions based on keyword research. The scattered interface means you need a systematic approach rather than hoping you'll remember every location six months later.