We have been shown different ways to improve SEO, including but not limited to using multiple headers and descriptions in the product description, or write everything in 1 paragraph and etc.
Then use the word “buy” “order” and etc in the meta column. They could be very different approach but are recommended by different marketing and advertising experts, we are flooded with recommendations but not sure which to follow. Can you please suggest what is best suiting the Shopify style to improve SEO and at the same time not over-complicated the product listing?
- One heading is fine (and you get that by default in the product or collection name). If you have a really long product description then H2s etc might make it easier to read. But don’t use them if you don’t need them to understand the content.
- Content paragraph usage should be easy to read. Paragraph count doesn’t matter.
- Using buy or order might be helpful but search engines will know that this is a product page. Do whatever you think makes sense.
The most useful thing you can do is build a brand that people know, love, and type into Google to search for. And none of that has to do with SEO. 
I’d just stick to reading the content on Shopify’s Blog and asking AI when you have questions. That will get you set up with the basics and will probably cost you considerably less. The Basics apply to everyone.
Here are the basics I recommend:
Many people struggle to get the basics right, so I always list these:
- Learn how to do keyword research with a tool like Ahrefs, SEMRush, or Key Search. This gives you a foundation in data.
- Build collections for all of the ways that a user might describe your products. If you’re not sure, type the base name of your product into Google (e.g. if you sell specialty denim, you might search for [jeans]) and see which filters Google displays on the lefthand side of desktop results. These are the dimensions that you should be building collections for (
- e.g. for [jeans] you’ll see target gender, fit, style, color, etc.) - build collections for all of those different values as long as you have 3-5 products to display. So you might build collections for “mens jeans,” “womens jeans,” “skinny jeans,” “black jeans,” you get the idea. This is the biggest opportunity for most merchants.
- Make sure you have a Google Merchant Center feed set up. The Google & YouTube app can help you do this for free.
- Make sure you’re linking to all pages throughout your site, with your most important collections (or all, if you can) linked from your main navigation.
- Collect and display reviews on your product pages.
- Answer FAQs on your product pages.
Most common mistakes I see:
- Thin product pages (minimal description, no reviews, no useful information)
- No collection descriptions
- Not building enough collections (missing traffic/revenue growth opportunities)
- Not activating Google & YouTube or similar Google Merchant Center feed app
- Not checking Google Merchant Center to make sure feed quality is ok (they’ll flag things for you to fix)
- Not having descriptive, keyword-targeted title tags and headings.