Shopify handles some SEO fundamentals well out of the box, but it has real structural quirks — limited URL customization in places, collection pages that can generate duplicate content, and a genuine risk of app bloat slowing sites down as stores add more functionality over time.
We work within Shopify's actual structure rather than fighting it — proper canonical tagging for collections and variations, structured data implementation, redirect management as products get discontinued, and a critical look at which installed apps are actually earning their keep versus just adding load time.
Content strategy matters too — Shopify blogs and collection descriptions are both genuine opportunities most stores leave underused.