Shopify SEO Consultant for Audits, Roadmaps and Reviews

Every report comes from your own Search Console and analytics, so you can check the numbers yourself. We split brand from non-brand searches, because brand demand usually grows with ads and word of mouth rather than SEO.

Client results stay in their own reviews, in their own words. The sections below explain how the audit covers AI search, structured data and speed on a Shopify store.

How does Shopify SEO work for AI search and AI Overviews?

Shopify stores already ship the files people are told to add. Every store serves agents.md, and llms.txt and llms-full.txt mirror it by default. Google states that it ignores those files and that they neither help nor harm visibility in Google Search, so nobody should be selling them to you as a ranking factor. They exist so agentic shopping surfaces can read your catalog.

What actually moves AI visibility for a store is the same thing that moves Shopping visibility: a clean, complete product feed. Google points at Merchant Center feeds rather than markup for ecommerce in AI surfaces.

There are now two places to measure it. Search Console has a generative AI performance report covering AI Overviews and AI Mode, reporting impressions only. Merchant Center has AI performance insights for conversational shopping queries, including share of voice against competitors, available for English language queries in Australia, Canada, India, New Zealand and the United States. Your audit baselines both, and the roadmap tells you which one to watch.

Which AI surfaces does the audit cover?

Google AI Overviews and AI Mode, ChatGPT Shopping, Perplexity, Gemini and Microsoft Copilot. Shopify’s own Catalog makes eligible products discoverable to AI channels automatically, and products can be removed from individual channels or set to unlisted. We tell you which setting your store is on before anything changes. Our wider AI search work runs on the same method.

What structured data does your Shopify store actually emit?

Less than most store owners assume. Shopify’s theme filter outputs name, image, offers, brand, category, description, availability and url. That clears Google’s required fields for merchant listings, so your products are eligible.

It omits sku, gtin, mpn, aggregateRating, review, shippingDetails, hasMerchantReturnPolicy, itemCondition and priceValidUntil, along with the variant properties productGroupID, variesBy and hasVariant.

The missing review and rating fields are the technical reason a review app is needed for star ratings. The missing shipping and returns fields are why some stores never get the shipping and returns annotations in merchant listings. The audit lists exactly which fields your theme emits and which it does not, and the roadmap says how to extend them through metafields. The full list of what breaks is in our guide to Shopify SEO issues.

Why does the product feed matter for SEO, not just ads?

Because free listings in Google Merchant Center put products into organic surfaces at no media cost, and because Google points at feeds rather than markup for ecommerce in AI surfaces. A disapproved or thin feed costs you the organic placement as well as the paid one, so the audit covers product feed optimization and free listings in Google Merchant Center alongside the on-site work.

What PageSpeed score can a Shopify store realistically reach?

Lower than the promises you have been given. In a study of more than 400 active Shopify stores, those running one or two detectable apps averaged 53 out of 100 on mobile. Stores with 16 or more averaged 38.3. The average store in that sample ran about six apps.

Shopify’s own Theme Store entry bar is an average Lighthouse score of 60 across home, product and collection. Shopify grades an app’s performance impact on a weighting of home 17 percent, product 40 percent and collection 43 percent, so product and collection templates carry 83 percent of the weight, and they are also where your organic traffic lands.

The audit reads the real user Core Web Vitals in your Shopify web performance dashboard rather than a lab score. That data is delayed by up to 36 hours, covers a rolling 30 days and is only kept for 90 days, so it gets baselined in week one.

Why did the store get slower after we removed apps?

Because uninstalling an app does not remove the code it added to your theme. Leftovers sit in script and link tags in theme.liquid, in snippets and their render calls, in custom Liquid sections and in orphaned assets. Finding them is part of the audit, not an upsell.

Do you audit Shopify Plus, Hydrogen and headless builds?

Yes, and the audit is not the same on each. On Online Store 2.0 Liquid themes you get automatic canonicals, automatic hreflang through content_for_header, an auto-generated sitemap and product schema from a theme filter, so most of the work is collection architecture, template level optimization, metafields and speed.

On Hydrogen you get almost none of that for free. Meta tags are implemented per route, sitemap.xml and robots.txt are generated through the CLI and JSON-LD is configured by hand. Hydrogen also strips query parameters from canonical URLs by default, which changes how filtered and variant URLs behave. On Shopify Plus the differences that matter are B2B catalogs, multiple storefronts, Markets configuration and the scale at which collection and filter limits start to bite.

What limits does the roadmap design around?

Shopify allows up to 25 filters per store with a maximum of 100 values displayed per filter, and collections over 5,000 products do not display filters at all. Most themes support two levels of nested menus, which is three levels in total, so anything deeper has to be carried by collection to collection linking and breadcrumbs. For the platform level view, see our guide to Shopify SEO.