How to Choose the Right Shopify SEO Expert for Your E-Commerce Brand
Search engine optimization is a cornerstone of long-term e-commerce growth. If your store is built on Shopify, you’re already working with one of the most SEO-friendly platforms out there—but that alone won’t bring traffic. The real game-changer is hiring a Shopify SEO expert who understands the nuances of the platform and how to boost rankings, visibility, and sales.
But not all SEO experts are created equal. The right one can help you achieve a sustainable flow of organic traffic. The wrong one might implement shortcuts that harm your site’s credibility in the eyes of search engines. So, how do you choose the right professional for your brand?
Let’s break it down.
1. Look for Platform-Specific Experience
Generic SEO knowledge is valuable, but platform-specific knowledge is essential. Shopify has its own ecosystem—liquid themes, apps, built-in redirects, and a different way of handling metadata. You need someone who has demonstrable experience navigating these challenges.
Ask potential SEO candidates:
- Have you worked exclusively with Shopify stores?
- Can you provide case studies from similar e-commerce niches?
- What are common technical SEO issues in Shopify, and how do you address them?
This line of questioning will help you weed out generalists from true Shopify specialists.
2. Assess Their Understanding of E-Commerce SEO
E-commerce SEO is an entirely different ball game. It’s not just about blog posts and backlinks—it involves product page optimization, image alt texts, collection structuring, internal linking, schema markup, and dealing with duplicate content caused by filters or pagination.
Make sure the expert has a clear strategy for:
- Keyword research tailored for transactional intent
- Product and category page SEO
- Handling out-of-stock or discontinued products
- Implementing structured data like Product, Review, and Breadcrumb schema
A Shopify SEO expert should be well-versed in these practices, and more importantly, be able to explain their importance in a way that aligns with your business goals.
3. Evaluate Their Technical SEO Proficiency
While content is crucial, technical SEO is the engine that keeps your Shopify store running smoothly. From crawlability to mobile performance and page speed, a lot goes on behind the scenes that can affect your rankings.
When vetting candidates, ask if they:
- Run comprehensive SEO audits (and what tools they use)
- Fix broken links, redirects, and duplicate content issues
- Optimize for Core Web Vitals
- Understand how to properly configure robots.txt and XML sitemaps in a Shopify context
An expert should have a detailed checklist and be comfortable with tools like Google Search Console, Ahrefs, Screaming Frog, and Shopify’s own admin SEO settings.
4. Analyze Their On-Page and Content Strategy
A long-term Shopify SEO plan goes beyond fixing errors. You also need a content strategy tailored to your product offerings and customer journey. From educational blog content to SEO-friendly product descriptions, content is what connects search intent to conversion.
Questions to ask:
- How do you develop a content calendar for Shopify stores?
- Do you incorporate keyword clusters and topical relevance?
- How do you ensure content drives both traffic and conversions?
The ideal expert will integrate SEO goals with your brand voice and conversion strategy, creating a unified and effective approach.
5. Understand Their Link-Building Philosophy
While link-building is still a ranking factor, it’s also where many SEO “experts” fall into risky territory. Low-quality backlinks or manipulative tactics can land your store in hot water with Google.
Instead, look for someone who:
- Builds links through editorial outreach, guest posting, and digital PR
- Targets niche-relevant websites
- Avoids link farms and automated tools
A sustainable link-building strategy should support your brand’s credibility, not compromise it.
6. Prioritize Transparent Reporting and Communication
Even the best strategies fail without proper communication. Your SEO expert should provide regular updates, clear KPIs, and understandable reports.
Key things to look for:
- Monthly performance dashboards
- A willingness to explain technical concepts
- Collaboration with your in-house team (content, devs, etc.)
You want a partner, not just a service provider.
7. Test Their Knowledge of Shopify Apps and Integrations
Shopify has a vast ecosystem of apps that can enhance SEO—like JSON-LD generators, review aggregators, and advanced filter plugins. A great expert should know which apps support your SEO efforts and how to integrate them cleanly.
Bonus if they can recommend developers or help you build custom solutions when needed.
Final Thoughts: Do a Trial Project
Before fully committing, start with a small trial—perhaps a technical audit or optimization of a single product collection. This gives you a feel for their process, communication, and problem-solving skills.
Hiring a Shopify SEO expert isn’t just about ticking boxes—it’s about finding someone who can grow with your brand, adapt to algorithm updates, and think strategically. And while there are many freelancers and agencies to choose from, working with established teams like Bellwey can often provide the consistency and platform expertise needed for long-term success.