Shopify is pretty robust out of the box, allowing you to make amends to things like the page title and meta description. However, if you’re looking to do a bit more with your eCommerce store, it might be useful to look at some of the tools available on the market and how they can help your SEO.

Google still cares about speed, site architecture, and relevance, and Shopify’s native SEO features only go so far. Additionally, with the advances in AI models like ChatGPT, it’s becoming more important to utilise expanded SCHEMA and mark-up for these models.

I’ve put together some of the current tools I am using in my Shopify tool stack for clients, along with those I’ve suggested to brands that are looking to self-serve their SEO needs with the support of my 30-day SEO sprint.

Why the Right SEO Tools Matter for Shopify

Shopify is a powerful platform, and according to the latest data from StoreLeads, there are over 1,033,054 stores in the US as of September 2025. Not all of these stores will have SEO best practices fully implemented.

Common pain points can include:

• Duplicate content from product variants or collection filters

• Slow site speed caused by heavy themes or large image files

• Missing meta data or poorly optimised titles and descriptions

• Complex redirects during product changes or seasonal updates

SEO tools help by giving you the data and automation needed to improve SEO on Shopify from faster page speed to better-optimised titles and descriptions. They can:

• Highlight technical errors before they hurt rankings

• Support repetitive tasks like image compression or 301 redirects

• Provide data to make smarter content and keyword decisions

• Save you time so you can focus on growth

Key Features to Look for in a Shopify SEO Tool

Before diving into specific Shopify apps, it helps to know what matters most—and that different apps can help with different elements. There are two broader SEO apps I’ve used in the past, such as SEO Manager or Smart SEO.

If you’re looking for more generic recommendations, Reddit is a great place for overall suggestions rather than the detailed apps listed below.

On-Page Optimisation

Apps that help you set unique meta titles & meta descriptionsto help Google understands each page and displays richer results. It’s worth notingthat Shopify does a good job of allowing you to edit these key elementsdirectly in the CMS.

Technical SEO & Site Health

Crawl errors, broken links, and duplicate URLs can quietlyerode rankings. A good tool should flag these issues and help you fix themquickly.

Speed & Image Optimisation

Tools that compress images, lazy-load content, and monitorpage speed protect both SEO and user experience.

Keyword Research & Content Planning

Finding the right search terms and spotting content gaps are crucial for growing organic traffic on Shopify. A strong SEO tool should help you:

• Discover profitable keywords by analysing search volume, competition, and intent to guide product titles, category names, and blog topics.

• Identify content gaps where your store is missing pages or topics competitors are ranking for, ensuring you capture untapped opportunities.

• Plan and prioritise content by providing data on which terms can drive the highest ROI, from product descriptions to long-form guides.

International & Multi-Language Support

Selling in multiple countries requires more than just currency conversion. A strong SEO tool should support hreflang tags, handle multi-currency setups, and offer streamlined translation management areas where many Shopify apps still fall short. 

Shopify Markets provides a solid foundation for international selling, but the right tool can help refine language targeting and ensure each region’s pages are properly indexed and optimised.

The Best Free Shopify SEO Tools

Free SEO tools are perfect for new stores or for testing before committing to paid plans. These tools are usually ideal for those brands looking to make basic changes ahead of growing your store.

All-in-One SEO Apps

• Plug in SEO – Scans your site for missing titles, meta descriptions, broken links, and speed issues. The free plan covers essential checks.

• Smart SEO – Automates meta tags and generates JSON-LD structured data. A free tier is available for small stores.

• Avada SEO Suite – Offers meta tag editing, structured data, and basic speed improvements with a generous free plan.

• SEOAnt – Includes automated meta tags, structured data, and site audits. Free plan covers core features.

Image & Speed Optimisers

• TinyIMG – Compresses images without visible quality loss and fixes alt text in bulk.

• Crush.pics – Similar functionality with automatic optimisation for new uploads.

• PageSpeed Insights (Google) – Free performance testing with detailed Core Web Vitals recommendations.

Keyword & Content Research

• Google Keyword Planner – Free inside Google Ads; excellent for initial keyword discovery and search volume data.

• Ubersuggest (free tier) – Provides keyword volume, difficulty, and competitor data.

• AnswerThePublic (free queries) – Generates common questions and phrases for content ideas.

• Keyword Insights (free credits) – AI-driven clustering and intent analysis to identify content gaps and prioritise keyword groups.

• Manual SERP Analysis – Simply analysing Google search results yourself—checking competitors’ titles, featured snippets, and People Also Ask boxes—remains a free, invaluable way to spot ranking opportunities and content gaps.

Analytics & Audit Tools

• Google Search Console – Monitor indexing, Core Web Vitals, and query performance.

• Ahrefs Webmaster Tools – Free site audit and backlink profile data.

• Bing Webmaster Tools – Extra indexing insights and site performance metrics across Bing and Yahoo.

• Google Analytics (GA4) – Tracks traffic, user behaviour, and conversion data to measure SEO impact across channels.

• Shopify Analytics – Built-in reporting to monitor sales, traffic sources, and key site metrics without extra setup.

Paid Shopify SEO Tools 

As your Shopify store scales, free tools can only take you so far. Advanced platforms not only save hours of manual work but also provide the depth of insight and automation needed to compete in increasingly crowded markets. 

The tools below are those I recommend when a brand is ready to move beyond basic SEO and invest in long-term growth.

Enterprise-Level SEO Apps

• SEO Manager – A robust solution for teams managing large catalogues. It offers real-time page analysis, bulk editing, structured-data support, and advanced redirect management—ideal for stores with complex product changes or frequent seasonal updates.

• Schema Plus for SEO – Automates rich-result markup for products, reviews, and FAQs, ensuring your structured data is always compliant and giving your listings the best chance of enhanced visibility in search results.

Internal Linking & Site Structure Tools

• Related Collection Links – Automates internal linking by adding contextually relevant collection links to product and collection pages. This strengthens site architecture, improves crawlability, and helps distribute link equity at scale.

• InterLinks – Automatically links defined keywords across products, collections, and blog content, making it easier to scale internal links while maintaining consistency.

• Link Whisper – Provides real-time internal link suggestions as you create content, along with reporting to track link performance and identify orphan pages.

• Juice SEO – Internal Linking – Combines automated internal linking with anchor text analysis and bulk editing, useful for content-heavy stores looking to tighten site architecture.

• ConvertMate – A broader optimisation suite that includes smart internal linking alongside SEO and CRO features, ideal for brands seeking a single platform to handle multiple growth levers.

AI-Powered SEO Tools

• Koala Apps SEO AI – Leverages machine learning to generate optimised meta descriptions, product copy, and keyword suggestions at scale, reducing repetitive work while maintaining quality.

• Surfer SEO (external but Shopify-friendly) – Provides data-backed keyword recommendations and real-time content scoring, helping your team create content that consistently aligns with Google’s ranking signals.

Link-Building & Off-Page Intelligence

• Ahrefs – Provides enterprise-level backlink analysis, competitor gap reporting, and ongoing keyword tracking. A core tool for identifying off-site growth opportunities, uncovering new link prospects, and protecting your site’s authority as you scale.

• SEMrush – Offers a similarly comprehensive feature set with additional content gap analysis, site audits, and advanced rank tracking. A versatile choice for brands expanding across multiple markets and looking for a single platform to manage competitive intelligence and off-page strategy.

• Fat Joe – A managed outreach and link-building service that delivers high-quality backlinks through blogger outreach, niche edits, and digital PR campaigns. Useful for brands that need scalable link acquisition but don’t have the internal resources to run outreach in-hous

How to Build Your Shopify SEO Tool Stack

Your SEO tool stack should evolve with your store’s size and complexity. Below is a phased approach I recommend when guiding Shopify brands through growth stages.

That said, apps are not a substitute for strategy. Tools can speed up tasks and surface opportunities, but long-term success still depends on a solid SEO foundation clear site architecture, well-researched keywords, and a content plan that targets your audience’s intent.

Starter Stack – New or Early-Stage Stores

Low cost and low complexity, perfect for a first store or early proof-of-concept. Focus on visibility and core technical hygiene.

• Plug in SEO or Smart SEO – Basic on-page fixes and automated meta updates.

• TinyIMG – Image compression to keep page speed competitive without design compromises.

• Google Search Console – Essential for monitoring indexing, Core Web Vitals, and search performance.

Growth Stack – Scaling Brands

Designed for stores gaining traction and starting to compete on broader keyword sets.

• SEO Manager – Advanced redirect management, structured-data support, and bulk editing for growing catalogues.

• Surfer SEO or Ahrefs Lite – Data-backed keyword research and content strategy to expand non-brand traffic.

• TinyIMG Premium or Crush.pics – Enhanced image optimisation and automated speed improvements.

Enterprise Stack – High-Traffic & Multi-Market Stores

Built for brands operating at scale where automation, reporting, and competitive intelligence drive ROI.

• Ahrefs or SEMrush (full plan) – Deep backlink intelligence, competitor gap analysis, and enterprise-level keyword tracking.

• Schema Plus for SEO – Automated rich-result markup across large product catalogues.

• Looker Studio (formerly Data Studio) – Automated dashboards for multi-market SEO and eCommerce performance tracking.

Moving from one stack to the next should be driven by growth signals (traffic, revenue, catalogue size), not just tool availability. Start lean, master the basics, and layer in advanced platforms when the data and team bandwidth justify the investment.

Tips for Choosing and Managing Apps Without Slowing YourSite

Every additional app adds code and potential load time, which can directly impact both SEO and conversion rates. Keep your stack lean and performance-first:

• Audit quarterly – Review all installed apps every three months and remove anything unused or overlapping in functionality.

• Speed-test before and after – Use tools like Google PageSpeed Insights or Lighthouse to measure page speed with and without each app enabled.

• Prioritise efficient apps – Whenever possible, choose apps that load scripts asynchronously, use server-side rendering, or offer lightweight installation options.

• Consolidate functionality – Prefer multi-feature apps or native Shopify features over multiple single-use apps to reduce cumulative code bloat.

• Pair with a solid strategy – Apps can enhance performance, but they can’t replace strong technical SEO, keyword research, and a clearly defined content roadmap.

Common Mistakes to Avoid

Even the best tools can backfire if they’re mismanaged. These are the pitfalls I see most often when auditing Shopify sites:

• Overlapping Apps – Running two apps that both edit meta data (titles, descriptions, structured data) can create conflicting tags and confuse Google.

Tip: Assign clear ownership of each SEO function—if SEO Manager controls meta titles, disable that feature in other apps.

• Ignoring Redirects – Deleting products or collections without adding 301 redirects leads to broken links and lost link equity.

Tip: Always pair product removals, seasonal changes, or URL updates with a redirect plan, and track these changes in Google Search Console.

• Set-and-Forget Mindset – SEO isn’t a one-time project. Apps can automate tasks, but rankings and site health require ongoing monitoring.

Tip: Schedule monthly SEO audits to check crawl errors, internal links, and speed metrics even if automation is in place.

• App Bloat – Every new app adds code and potential load time, which can hurt Core Web Vitals and conversion rates.

Tip: Audit your app stack quarterly, remove unused apps, and choose tools that load scripts asynchronously or server-side wherever possible.

FAQs About Shopify SEO Tools

What features should I look for when comparing Shopify SEO tools?

Look for apps that combine on-page optimisation (meta titles, descriptions, structured data) with technical monitoring (crawl errors, broken links, speed analysis). Bulk-editing capability, automated 301 redirects, and integration with Google Search Console or GA4 are valuable for scaling. Prioritise apps that load scripts asynchronously and provide clear reporting on changes.

Are there any Shopify SEO tools that provide real-time keyword tracking inside the Shopify dashboard?

Most Shopify apps don’t offer full native rank tracking, but a few—such as SEO Manager and ReloadSEO—provide keyword performance snapshots within the admin. For true real-time tracking, external tools like Ahrefs, SEMrush, or AccuRanker remain more accurate and can be connected through dashboards like Looker Studio.

How do Shopify SEO tools handle bulk edits for large product catalogues?

Advanced apps like SEO Manager, Smart SEO, and Avada SEO Suite allow bulk editing of meta titles, descriptions, and alt text through CSV imports or in-app bulk editors. This saves significant time for stores with thousands of SKUs and reduces the risk of inconsistencies.

Can I use external tools like Ahrefs or SEMrush without a dedicated SEO app?

Yes. Tools such as Ahrefs, SEMrush, and Moz operate independently of Shopify. You simply verify your site (via HTML tag or DNS record) and can then crawl, track rankings, and analyse backlinks without installing a Shopify app. This is often the preferred route for brands with strict performance requirements.

What’s the best Shopify SEO tool for multi-store or multi-market reporting?

For multi-store or multi-region setups, external platforms like Ahrefs, SEMrush, or Google Looker Studio connected to GA4 provide the most reliable cross-market reporting. Within Shopify, apps like SEO Manager or Plug in SEO Pro can handle multiple stores but remain limited compared to enterprise analytics tools.

How do AI-powered SEO apps differ from traditional Shopify SEO apps?

AI-driven tools such as Koala Apps SEO AI or TinyEinstein use machine learning to generate optimised meta descriptions, product copy, and keyword suggestions automatically. Traditional apps focus on audits and manual optimisation. AI can accelerate content creation, but still requires human oversight to ensure accuracy, tone, and compliance with brand guidelines.

Which Shopify SEO apps offer the most transparent pricing for enterprise-level stores?

Apps like SEO Manager, Avada SEO Suite, and Smart SEO publish clear tiered pricing on the Shopify App Store, making budgeting easier for larger stores. Some AI-powered apps use usage-based pricing, so check whether costs scale by page volume or API calls.

Do any Shopify SEO tools include automated internal linking recommendations?

Yes. Related Collection Links, InterLinks, and Link Whisper automate internal linking by suggesting or inserting links between relevant products, collections, and blog content. These tools help distribute link equity and improve crawlability across large catalogues.

Are there Shopify SEO tools that help optimise for AI Overviews or Google’s SGE (Search Generative Experience)?

No app can guarantee inclusion in AI Overviews, but tools that support structured data (Schema Plus, JSON-LD), rich content creation (Surfer SEO), and topic clustering (Keyword Insights) indirectly improve your eligibility. Focus on apps that enhance structured markup, content depth, and E-E-A-T signals to align with Google’s generative results.