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SEO and sharing

See what your store does for search engines on its own, and where to set titles, descriptions, share images and the favicon.

On this page

SEO, search engine optimization, is what helps your store show up in Google and other search engines. Sharing is how a link to your store looks when someone posts it on Facebook, WhatsApp, LinkedIn or X. There is no single SEO page in the admin. Most of it works on its own. The few things you decide sit next to the content they belong to. This page shows where.

What your store does on its own

You do not need to set any of this up:

  • Titles and descriptions. Every page has a title with your store's name, a description and a canonical address, plus the tags social networks read.
  • Sitemap. A sitemap of your pages, blog, guides, legal pages, categories and products is generated and kept current at /sitemap.xml on your store's address.
  • robots.txt. It is generated for you and keeps account, cart, checkout and filter or sort addresses out of search.
  • Structured data. Product pages carry price, availability, brand and review data, blog posts are marked up as articles and the FAQ page as an FAQ, so search engines can show richer results.
  • Closed store. While your store is closed, its pages are hidden from search engines.

Where each setting lives

What you want to setWhere
Search title and description of a page, blog post, guide or legal pageOnline store → Content → the entry → Search engine listing
Search title and description of a productThe product's own title and description
The address of a page or postOnline store → Content → the entry → Web address
The image shown when a link is sharedOnline store → Themes → Customize → Share images
The icon in the browser tabOnline store → Themes → Customize → Theme settings → Branding → Favicon
Whether search engines follow a linkAny link field in the customizer
Your domainSettings → Domains
Whether the store is open to visitors and search enginesSettings → Store status

Set the search listing of a page or post

  1. Open Online store and choose Content.

  2. Click the page, blog post, guide or legal page.

  3. Open Search engine listing.

  4. Type the Page title and the Description you want search engines to show.

  5. Choose Save.

Both fields can be translated with the rest of the entry. FAQ questions have no listing of their own, because they all appear on the one FAQ page. See Pages, blog and content.

Make a product easy to find

Products have no separate SEO fields. Search engines get the product's title and description, so write those with shoppers in mind.

  • The product page in the admin shows an SEO preview with the title, the address and the description as a search result would show them.
  • The admin recommends 50 to 60 characters for a title and 120 to 160 characters for a description.
  • The product's handle is the last part of its address. Keep it short and readable.

See Edit a product.

Design your share images

Share images are in Beta. Your store draws a branded image for each kind of page. It fills the image with the page's real data, in the page's language. There are five: Store card (the home page and other store pages), Product, Category, Blog post and Page.

  1. Open Online store, choose Themes and choose Customize on your theme.

  2. Open Share images in the sidebar and choose a kind, for example Product.

  3. Under Preview with, search for one of your own products to see the image with real data.

  4. Set the Picture position and fit, the Layout, the Color scheme (Theme, Soft, Inverted, Brand color or Custom), a Background picture with an Overlay, and the Footer with your logo or name, web address and date.

  5. Select an element in the list on the left to change it, or choose Add element to add a text, price, badge, accent line, logo or space.

  6. Use Insert value in a text to add live data such as the product name or price.

  7. Keep text and logos inside the Safe area frame, because X crops the edges.

  8. Publish the theme.

To stop drawing an image for a kind of page, switch off its Generate a share image for… setting. Links to those pages then show the page's own image. Reset design puts every setting and element back to the defaults.

Set the favicon

The favicon is the small icon next to your store's name in browser tabs and search results. It is also the icon on phone home screens. You upload and crop it in the customizer under Theme settings → Branding → Favicon. The steps are on the Theme settings page.

Every link field in the customizer and in menus has three options: Open in a new tab, Ask search engines not to follow and Paid or sponsored link. Use the last two for links you do not vouch for and for paid placements.

Use your own domain

A store on its own domain is easier to remember and to trust. Connect one under Domains, or buy one under Organization domains. Until your store is open, visitors and search engines see the closed page. See Store status and Go live.

Good to know

  • An FAQ page built in Content is marked up for search engines automatically. So are blog posts.
  • The storefront language is a shopper's choice and is not part of the address.
  • To measure visits and conversions, install a tracking app such as Google Tag Manager. To list products on Google, see Google.

If something goes wrong

  • A shared link shows an old image. Social networks keep images for a while. Publish the theme first, then share the link again later.
  • "This image could not be loaded." Choose Try again. If the image comes from a template in your theme's code, a developer can check it with Open in code editor.
  • Your store does not appear in search. Check that it is open under Store status. New stores and pages take time to be picked up by search engines.