SEO, Performance & Data

Shopify technical SEO that fixes what stops you ranking

For AU stores where the content is fine but the crawl, indexation and canonicals are working against you. We diagnose the mechanics search engines actually see, then fix them in the theme, so your money pages get crawled, indexed and ranked.

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20+

Shopify builds shipped

90+

Average Lighthouse score

WCAG 2.1 AA

On every launch

Crawl-to-index

Mapped on every audit

Redirects

Tested before and after launch

When the content is right but the pages still don't rank

Technical SEO problems on Shopify are rarely mysterious, they're structural, and they compound quietly. Here's what we usually find first.

Crawl budget wasted

Faceted navigation, filter parameters and sort URLs send Google chasing millions of near-duplicate pages that should never be crawled.

Wrong canonicals

Variant URLs and /products/ versus /collections/ paths spawn duplicates, and canonicals often point at the wrong version, telling Google to ignore the page you want ranked.

Indexation drift

Thin, tagged and out-of-stock pages get indexed while the collections you care about slip out. Nobody's controlling what belongs in the index.

Redirect gaps

A past theme change or replatform left 404s and redirect chains that still leak ranking signals months later.

JavaScript rendering

Key content and links load client-side, so Google renders a page that's emptier than the one your customers see.

Missing structured data

Product, breadcrumb and review markup is absent or invalid, so you forfeit rich results your competitors are winning.

What's in scope

A clear split so there are no surprises about who does what.

Nexly handles	Your side	Out of scope
Crawl & indexation	Audit, diagnose and fix in the theme	Search Console and admin access	Paid indexing tools or third-party SaaS fees
Canonicals & duplicates	Strategy and template implementation	Confirm preferred URLs for key pages	Rewriting product copy or descriptions
Redirects	Map, implement and test redirects	List of legacy URLs if available	Server-level redirects outside Shopify
Structured data	Valid JSON-LD for core templates	Review data feeds and app conflicts	Ongoing review-app content moderation
Content & keywords	Flag thin and cannibalising pages	Own the content roadmap	Writing new collection or blog content

Is this the right engagement?

A good fit if

You're on Shopify or Shopify Plus and organic isn't reflecting your catalogue's potential
You've been through a migration or replatform and rankings never fully recovered
Search Console shows coverage, duplicate or 'crawled, not indexed' issues you can't resolve
Faceted or filtered navigation is generating crawl and duplication problems
You have solid content and products but suspect the technical layer is holding them back

Not the right fit if

You're not on Shopify, we work on Shopify and nothing else
You need keyword strategy and content written first (start with Shopify SEO or Content Strategy)
The core issue is store speed and Core Web Vitals (see Performance Optimisation)
You want guaranteed rankings by a fixed date, no honest agency can promise that

What technical SEO covers

A focused engagement on the crawl-and-index mechanics that decide whether your pages can rank at all, audited, then fixed in the theme, not left in a report.

What's included

Full crawl and log-informed indexation audit
Canonical strategy across variants, tags and paths
Redirect mapping, chain removal and 404 recovery
Faceted navigation and parameter crawl control
Structured data audit and JSON-LD implementation
JavaScript rendering and crawlability review

Technical deliverables

robots.txt.liquid and meta robots rules configured
Canonical tags corrected in theme templates
Valid Product, Breadcrumb and Organization JSON-LD
XML sitemap logic and internal linking fixes
A tested, maintained redirect map
A prioritised issue log you own outright

Technology & integrations

Google Search Console and Bing Webmaster Tools
Screaming Frog and site-audit crawling
Shopify Markets for international and hreflang
Server-side and rendered-DOM comparison
GA4 and log data to confirm crawl behaviour

How the engagement runs

A typical technical SEO engagement runs 3–6 weeks depending on catalogue size and how much sits in the theme.

Technical crawl audit

Week 1. We crawl the store, pull Search Console and log signals, and map exactly what's being crawled, indexed and ignored.

Indexation & canonical map

Week 1–2. We document every duplication and canonical issue across variants, tags and paths, and define the correct index set.

Redirect & URL architecture

Week 2. We map redirects, remove chains, recover 404s and confirm the URL structure that should exist going forward.

Crawl control & faceting

Week 2–3. We tame faceted navigation and parameter URLs so crawl budget goes to pages that can actually rank.

Structured data & rendering

Week 3–4. We implement valid JSON-LD and resolve JavaScript rendering issues so Google sees the full page.

Ship in theme & QA

Week 4–5. Fixes go into the theme behind QA, validated against a checklist before anything reaches production.

Validate & monitor

Week 5–6. We resubmit, monitor indexation and coverage, and hand over a documented, prioritised backlog you own.

Quality and controls

Every change is verified before and after it ships, technical SEO is easy to get subtly wrong, so we check the mechanics, not just the intent.

Rendered DOM compared against raw HTML for parity
Every canonical validated against its intended target
Full redirect map tested for 200/301 status and chains
Structured data validated in Google's Rich Results Test
robots and meta rules confirmed on staging before launch
Search Console coverage monitored post-launch for regressions
No noindex or disallow shipped without sign-off

Investment

Scope depends on catalogue size and how much technical debt sits in the theme. Pricing is typical and scoped after a short discovery.

Catalogue depth and number of collection templatesComplexity of faceted navigation and filtersLegacy migrations and existing redirect debtNumber of markets, languages and hreflang needsHow much implementation sits in the theme versus configWhether ongoing development capacity is bundled

Technical SEO audit

from $3,000

One-off. A prioritised, actionable diagnosis you own and can hand to any dev.

Audit + implementation

$7,000–$15,000

Fixed-scope: we find the issues and ship the fixes in your theme.

Technical SEO + dev retainer

from $4,500 / month

Ongoing technical SEO paired with dev capacity to keep shipping fixes.

Technical SEO FAQs

You do. Every fix ships in your Shopify theme and the prioritised audit is yours outright, no lock-in, no proprietary tooling you can't take elsewhere.

A typical audit-plus-implementation runs 3–6 weeks, depending on catalogue size and how much sits in the theme. A standalone audit is usually delivered within 1–2 weeks.

Yes. We review app conflicts as part of the audit, particularly review, filter and SEO apps that inject markup, and fix clashes rather than ripping apps out unless there's a clear reason.

We resubmit sitemaps, monitor Search Console coverage and indexation for regressions, and hand over a documented backlog. Ongoing monitoring is available on a retainer if you want it.

No, and be wary of anyone who does. We guarantee that the technical barriers stopping your pages ranking are found and fixed, which is what lets your content and links do their job.

Yes. We separate the filter combinations worth indexing from the near-infinite ones that waste crawl budget, and control each with the right canonical, robots and internal-linking treatment.

Sometimes. Technical SEO removes the barriers; if pages are also thin or cannibalising each other, we'll flag it and you can add our Shopify SEO or Content Strategy service.

Yes. The /products/ versus /collections/ path duplication and variant URLs are a core part of the canonical strategy we implement in the theme.

We do. If you run Shopify Markets or multiple domains, we configure hreflang and canonicals so each market's pages are indexed correctly rather than competing.

Related services

Find out what's really stopping your pages ranking

Book a technical SEO audit. We'll crawl your store, map what Google can and can't index, and give you a prioritised fix list you own, whether or not we implement it.

Book a technical SEO audit

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