SEO is changing. Shopify brands that want to grow need more than keywords — they need search engines and AI platforms to understand, trust and recommend their products.

In this episode, Nick is joined by Alex Moss from Yoast to break down everything Shopify brands need to know about SEO, from the foundations of technical SEO to creating content that drives qualified organic traffic.

Alex explains why successful ecommerce SEO is no longer just about rankings, and why data quality, structured information and trust signals are becoming increasingly important as search continues to evolve.

You’ll learn:

• The SEO fundamentals every Shopify brand needs to get right
• Why technical SEO and data integrity are becoming more important
• How Shopify stores can help search engines better understand their products
• Why content strategy and topical authority matter for ecommerce growth
• The biggest SEO mistakes holding Shopify brands back
• How SEO is evolving alongside AI search and changing customer behaviour

Alex also shares practical advice on building a stronger SEO foundation, improving website trust signals and creating a Shopify store that is easier for both customers and search engines to understand.

In this episode:
(00:00) - Shopify SEO mistakes and content neglect
(03:45) - Fixing Shopify site structure and product discovery
(06:08) - Why you need to keep updating old content
(09:48) - How customer search behaviour is changing
(12:01) - Word of mouth, reviews and AI search
(13:48) - Links vs mentions and citations in the LLM era
(16:21) - Forums, communities and building brand authority
(22:21) - Is Shopify ready for AI and agentic commerce?
(25:12) - How to structure product content for AI
(27:51) - Brand perception in the AI era
(30:52) - How to write content AI can actually use

Useful resources:
Why Data Integrity Is The New Technical SEO: Search Engine Journal
SEO Glossary: Yoast SEO Glossary
Listen to the Yoast Podcast: Yoast Podcast

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About Winning With Shopify
Winning With Shopify is powered by Winning With Shopify, helping ecommerce brands grow through practical Shopify strategies, expert interviews and actionable advice.

Spec Digital is a PPC & SEO agency helping ecommerce brands grow through performance marketing.