Having a Shopify store is only the beginning in today’s highly competitive online world. Without the right optimisation, even the most beautifully designed site can struggle to be seen by potential customers. For eCommerce businesses across the North East of England, a well planned search engine optimisation (SEO) strategy is crucial to bring in traffic, boost conversions and stand out from the competition.

In this article, we will walk you through a practical, step by step Shopify SEO checklist designed to help North East businesses climb the Google rankings, attract the right audience and turn visitors into loyal customers.

Why Shopify SEO Matters for North East Businesses

Shopify is a powerful platform, but its SEO performance depends largely on how well you optimise it. Businesses in Darlington, Newcastle, Sunderland, Middlesbrough and across the North East are increasingly using Shopify to sell online. The challenge is visibility. With so many local and national competitors, appearing on page one of search results can make the difference between steady sales and a struggling online store.

Shopify SEO ensures your website is:

– Search engine friendly and easy to crawl.
– Fast loading and mobile responsive.
– Relevant to search intent through keyword targeting.
– Able to convert browsers into buyers.

Step 1: Keyword Research with Local Intent

The foundation of Shopify SEO lies in targeting the right keywords. North East businesses should focus on a mix of:

– Product keywords: e.g. “handmade candles Darlington”, “sustainable skincare Newcastle”.
– Informational keywords: e.g. “how to use soy candles”, “best vegan moisturiser UK”.
– Local search terms: e.g. “buy furniture Middlesbrough”, “North East fashion store online”.

Use tools like Google Keyword Planner, Ahrefs or SEMrush to find keywords with a balance of search volume and competition.

Pro Tip: Consider including “near me” phrases and specific towns or cities to capture customers searching locally.

Step 2: Optimise Your Shopify Site Structure

A well organised site makes it easier for both search engines and customers to navigate.

– Create a logical hierarchy: Homepage → Collections → Products.
– Use clean, descriptive URLs: /collections/handmade candles instead of /collections/12345.
– Avoid duplicate content: Make sure similar products have unique descriptions.
– Enable breadcrumbs: This improves navigation and helps search engines understand your site structure.

Step 3: Craft SEO Optimised Title Tags and Meta Descriptions

Every page should have a unique title tag and meta description that includes your focus keywords.

– Title Tags: Keep under 60 characters, include the primary keyword and location if relevant.
Example: Handmade Soy Candles in Darlington | Your Brand Name
– Meta Descriptions: Aim for 150 characters, use persuasive language to encourage clicks.
Example: Shop handmade soy candles in Darlington. Eco friendly, beautifully scented and delivered straight to your door.

Step 4: Improve Shopify Site Speed

Google rewards faster sites and slow loading pages can lead to high bounce rates.

– Optimise images: Compress them without losing quality (tools like TinyPNG or Shopify’s built in optimiser work well).
– Minimise apps: Too many third party apps can slow down your store.
– Use a fast Shopify theme: Choose lightweight, SEO friendly themes such as Dawn or Turbo.
– Enable browser caching and lazy loading to improve page load times.

Step 5: Mobile Optimisation

Most online shoppers browse on mobile devices. Shopify development themes are mobile responsive by default, but you should:

– Test your store on multiple devices and screen sizes.
– Ensure buttons and CTAs are easy to tap.
– Check that pop ups are mobile friendly and not intrusive.
– Use Google’s Mobile Friendly Test to identify any issues.

Step 6: Create High Quality, Keyword Rich Content

Shopify SEO is not just about products, it is also about helpful content that builds trust.

– Write unique product descriptions: Avoid using manufacturer descriptions.
– Create a blog: Publish articles targeting informational keywords relevant to your products.
Example topics: Top 10 Gifts for North East Foodies, How to Choose the Right Winter Jacket for Darlington Weather.
– Optimise for readability: Use headings, bullet points and internal links to make content scannable.

Step 7: Build Internal Linking

Internal links help distribute authority across your site and guide users to relevant pages.

– Link from blogs to collections or products.
– Use descriptive anchor text with keywords where appropriate.
– Ensure every important page can be reached within three clicks from the homepage.

Step 8: Schema Markup and Rich Snippets

Adding structured data helps Google display rich snippets like product ratings, price and availability.

– Shopify apps such as Smart SEO or JSON-LD for SEO make adding schema easier.
– Include product schema, breadcrumb schema and FAQ schema where possible.

This can significantly increase click through rates on search results.

Step 9: Build High Quality Backlinks

Backlinks are a major ranking factor. For North East businesses:

– Collaborate locally: Partner with other regional businesses for backlinks.
– Guest post on North East blogs or magazines.
– Get listed in local directories: Darlington Business Club, North East Chamber of Commerce, etc.
– Leverage PR opportunities: Announce new product launches or collaborations to gain coverage.

Step 10: Track Performance and Refine

SEO is not a one time task.

– Monitor rankings with tools like Ahrefs, SEMrush or Google Search Console.
– Track traffic, conversions and bounce rates in Google Analytics.
– Continuously update product descriptions, blogs and meta data as trends and seasons change.

The Myk Baxter Marketing (MBM) Advantage for Shopify SEO in the North East

While following this checklist will set you on the right path, implementing a full SEO strategy can be complex and time consuming. This is where Myk Baxter Marketing (MBM) becomes your trusted partner.

MBM specialises in helping North East eCommerce businesses maximise their Shopify potential by:

– Conducting in depth keyword research tailored to your niche and location.
– Developing a bespoke SEO strategy that covers on page, technical and off page optimisation.
– Building high quality backlinks and digital PR campaigns.
– Creating conversion focused copy that appeals to both search engines and customers.

With years of experience working with brands from Darlington to Dubai, MBM understands the unique challenges and opportunities for regional businesses looking to compete nationally and internationally.

Final Thoughts

Shopify SEO is an ongoing process, but when done correctly, it can transform your store into a sales generating machine. By following this checklist, North East eCommerce brands can improve visibility, attract local and national customers and stay ahead of competitors.

For businesses that want to accelerate their results, partnering with a dedicated Shopify SEO expert like MBM ensures your store is fully optimised, continually monitored and always ready to capture new opportunities.

If you are ready to dominate Shopify SEO and grow your eCommerce brand, get in touch with MBM today.

Thanks for reading and if you need any help or Shopify support then please feel free to reach out to me.

Myk Baxter
eCommerce Expert