Technical, On-Page & Off-Page Shopify SEO


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If you’re running a Shopify store, then you know just how important it is to have a strong SEO (search engine optimisation) strategy.

After all, if people can’t find your site when they search for the products you sell, you’re losing out on many potential sales. 

SEO is essential for online stores looking to increase traffic from potential prospects. 

In this blog post, we’re going to focus on three key areas: technical SEO, on-page SEO, and off-page SEO, all of which you can use to boost traffic for your Shopify store

Let’s get started!

What is Off-Page, On-Page and Technical SEO

Let’s first start off by defining what each is.

Off-Page SEO are the efforts you make outside of your website to increase its traffic and ranking.

On-Page SEO concerns changes you make on your website to increase its traffic and ranking. 

Technical SEO is about the technical aspects of your website to increase its traffic and ranking. 

In short you could summarise that:

  • Off-page SEO is anything you do for your website’s SEO that happens elsewhere
  • On-page SEO is anything you do for your website’s SEO that happens on your website
  • Technical SEO is anything that you do for your website’s SEO that impacts it being crawled or indexed

While each one is important, they vary in the way they show their importance. 

Off-page SEO is important because it helps search engines like Google see that other people value your site. 

You are not just saying how great you are, others are too. Off-page SEO is not something that you have control over but you can influence it.

On-page SEO is important because it makes the contents of your website understandable to the search engine. 

This makes it possible for us to type a search query into Google and be met with relevant search results. 

On-page SEO is something that you do have control over. You can tell the search engine what your content is about so they can categorise it accordingly. 

Technical SEO is important because it helps search engines crawl and index your content.

This is where you let Google know that you have a piece of content on the web and by them crawling it, they are able to rank it according to its relevance.

In the next section, we will break each one down.

What is Off-Page SEO?

These days, it’s not enough to have a well-designed website. 

You also need off-page factors in order for your site to increase in expertise, authority and trust. 

These off-page (external) influences that affect your website’s ranking are difficult to control, but there is still a lot you can do. 

The most important aspect of off-page SEO is making sure that other reputable sources are searching for, talking about and linking to your website.

This is because Google considers all of these as indications that people find value in your website.

It involves using techniques like keyword research, link building (which we’ll talk about later), and content marketing strategies, like writing blog posts on subjects related to what people search online.

We’ve created a list of the most common off-page SEO strategies you can implement. 

1. Link Building 

A great way to increase off-page SEO is by building quality backlinks from other websites relevant to yours.

A backlink (inbound link) is when another website links to your website.

Google’s algorithm measures mainly the number of backlinks a site has.

The key ingredient for effective link building is to create great original content.

So the process here is to encourage other authoritative websites to link to yours.

Link building is all about cleverly crafting meaningful relationships with the right people to help your website thrive.

Journalists, bloggers, and influencers are a few sources you can reach out to for backlinks. 

It’s important to note that link building is all about building a relationship. It is not advised to go out and ask people to “link to your website”.

You’ve got to give to get.

There are so many ways to go about it but here are just a few.

One way to go about it is by offering to guest post on their website.

Another is to let them know that you have linked to them on a blog.

And another is to let them know that they have some broken links on a web page and let them know that they can replace them with yours. 

2. Content Marketing

When you are creating content, ask yourself, “what’s in it for my readers?” 

When you are doing off-page SEO, another website you are targetting likely has a similar audience.

Hone into what their audience wants and needs and how you can help them.

With the answers to these questions, you can create content that is designed with a specific goal in mind.

When you reach out to those websites, you have something of VALUE to offer. 

Here are a few ways to create off-page content:

  • Guest Posting: Write guest posts on other authoritative sites so that Google knows there is a connection to the other domain.
  • Infographics: Create infographics for social media and other blogs to make use of.
  • eBooks: Create downloadable content that your prospects are interested in.
  • Whitepapers (authoritative reports): Create detailed reports on any topical or pressing issues within your industry. 

3. Influencer Marketing 

Influencer marketing is an excellent way to tap into a new audience, reach potential prospects and get your name out there. 

This partnership allows you access to the influencers’ follower base, who already know and trust them because they’ve earned it! 

They’ll share your story with their audience on your behalf by sharing content that highlights what makes YOUR brand unique.

Instead of you creating the content, they do.

What is On-Page SEO?

With every update, Google becomes smarter about anticipating what you want and need.

Google’s algorithm is a living system involving machine learning whose purpose is to provide the best possible experience for users.

The more clearly you can convey the meaning of your content and avoid writing in circles or using confusing language that leaves Google scratching its head as to what it is about, the better the chances of your website ranking higher.

By optimising your website and blog posts, you are helping Google better serve its customers and, in turn, increase your traffic, rankings and potential prospects. 

We’ve created a list of the most common on-page SEO strategies you can implement. 

1. Title Tag

Title tags are HTML code that defines the title of the web page.

For example, our blog post has the title “How to Do Email Marketing For Shopify Business”. 

This is called your <H1> title tag. H1 is the standard naming convention for a heading while the inclusion of the </> identifies it as a title tag.

By adding your main keyword to the title, you are able to fully optimise it.

Also by keeping it shorter than 60 characters you are able to keep it from being cut off in search results. 

2. Heading Tags 

Heading tags are HTML that rank headings based on importance, with <H1> the highest and <H6> the lowest. 

For example, the image below from Hubspot shows that:

H1 is the title

H2 is the subheader

H3 is the subsection

H4 is the sub-sub section 

It is not common to go over H3. 

Source: Hubspot

3. Keyword Research 

Keyword research gives you an idea of what keywords are being used by potential customers so you can target them more effectively through your content marketing efforts.

Google has publically stated that “the most basic signal that information is relevant is when a webpage contains the same keywords as your search query.” 

Keyword research is a great way to find out what content your pages could or should have.

And it can also help you determine the sections that you should include in a post.

For example, using Semrush’s keyword overview tool can give you data on a specific keyword.

When we typed in the keyword “on-page SEO” we can see there is a volume of 21.8k globally. Meaning that there is 21.8k global searches for this keyword within a given time frame. 

We can even see related questions for that keyword. This can help us determine what our content could be based on and its headings and subheadings. 

What is Technical SEO?

The technical characteristics of a website are important to search engines like Google.

When users are looking for information on the internet, they will seek it out and visit specific sites if those websites potentially meet their needs.

Search engines have made it easier by giving websites with certain features greater preference when reviewed by their algorithms than other sites. These privileges can help websites ultimately rank higher on SERPs (search engine results pages). 

By implementing technical SEO, search engines can now easily understand your website and remove any technical problems that could deter it from being ranked. 

In other words, it’s a method of improving your search engine rankings by fixing any glitches in coding or formatting that could prevent you from being found online.

We’ve created a list of the most common technical SEO strategies you can implement. 


Hubspot defines a robots.txt as “a text file that instructs search engine bots on how to crawl a website’s pages.”

A robots.txt file tells search engine crawlers which URLs the crawler can not access on your site. 

Google Search Central states that “a robots.txt file is used primarily to manage crawler traffic to your site, and usually to keep a file off Google.”

Essentially these are web pages that you don’t want to be crawled, for example, repetitive pages or pages that don’t have value. Keeping your website as value-adding as possible allows users to find pages that might answer their queries or satisfy their needs. Remember that you want people to click on your website and spend time there. The longer a person stays on your site and explores, the better.  

Note, however, that a robot.txt file is not meant to protect sensitive information like addresses and bank details. Here’s a resource on how to block content from being crawled. 

Here are some tools for further elaboration:

2. Canonicalisation

Moz defines a canonical tag as “a way of telling search engines that a specific URL represents the master copy of a page.” They continue that a “canonical tag tells search engines which version of a URL you want to appear in search results.”

This helps prevent search engines from crawling web pages that have duplicate content.

For example, let’s say you have two pages with very similar content. You would want to choose the one that you actually want to rank on Google rather than the duplicate. 

3. Site Speed 

Site speed is a measure of how fast your content can be loaded. 

The faster your site loads, the better it is for your site to rank on search engines and increase conversions.  

We all know how annoying it can be when a site takes ages to load!

It provides a faster browsing experience to visitors, which makes them more likely to interact and potentially buy from you!

Google has a tool called PageSpeed Insights that can help you test your website’s load time. 

As you can see, there are a number of things that you can do to improve your Shopify store’s SEO. 

And while it may seem like a lot of work, the payoff can be huge. 

With the right approach, you can start seeing more traffic and increased sales from your eCommerce store. 

So what are you waiting for? Start implementing these tips today and watch your business grow!

Need some help with SEO? Our team of experts are here for you. 

Contact us today for a free consultation!

Picture of Amy Rendel

Amy Rendel


AMY RENDEL is a marketing consultant from South Africa currently residing in Israel. She has a B.Com in marketing and has worked with companies in South Africa, Israel, the UK, and the US. She spends her days writing blogs, website content and social media posts.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: