You can use Shopify pages to set up About pages, Contact pages, landing pages, and other types of pages that aren't Collections or Products. While Products and Collections of them make up the core of an e-commerce site's business model, pages can be used to serve other important purposes such as building trust with users, capturing lead contact information, answering questions about products that are too extensive to fit on a product page, and so on.
In this post, we will talk about how to add pages to Shopify, discuss some important settings, and consider how to do so in the way that is most conduce to your site's performance in search engines.
How To Add Pages To Shopify
To add a page to Shopify, navigate to Online Store > Pages and then click the Add page button to get started:
Shopify Page Title, Headline, and Meta Description
At the top of the page you'll see the Page details section which includes a Title field and a Content field:
Like we mentioned in our posts about SEO for Shopify Collections and Products, the Title field in this section sets the headline of the page, and by default it also sets the title tag. Again, the headline, wrapped in an H1 tag, is what users see when they actually land on the page.
The title tag is what they will see in search results. It can be adjusted separately if you don't want it to be the same as the headline by scrolling down to the Search engine listing preview section and click the Edit website SEO link:
Then just edit the Page title field to set the title tag.
As we mentioned in our previous posts, both your title tag and your headline should include your primary keywords. If they are different, the title tag should stand out in search results and act as a call to action, while the headline should act as more of a greeting when users land on the page.
You can also set your meta description here in the Meta description field. This sets the snippet users will see in search results. It doesn't impact rankings, so focus on writing copy that summarizes the page in a way that will encourage users to visit.
Review our Collection and Product SEO posts for all of our recommendations on headlines, title tags, and meta descriptions.
SEO Guidelines For Shopify Page Content
The Content field is where most of the magic happens for your Shopify pages:
Addressing Searcher's Queries
To get the most SEO value out of your pages, you will want to optimize for long tail by addressing as many relevant queries as possible. To accomplish this, you will need to get comprehensive with your content and address common questions and objections.
Review the "What Products Will Sell Best In Your Shopify Store?" section of our product SEO post for some advice on where to get information about types of queries to address. To summarize again here:
- Use the Google Ads Keyword Planner to identify related keyword topics
- Search for your target keywords and review the "People also ask" and "Searches related to" sections
Other places to explore the depth on your topic include:
- Forums on the topic, paying special attention to questions that come up often
- Q&A sites like Quora
- Social media pages or groups on the topic
You should also review the other search results for your primary target keywords and identify:
- Promises, answers, and other "beats" that seem to get repeated often
- Gaps in the content that fail to comprehensively address what users are searching for
Your goal should be to create content that stands out from the others by more directly addressing what searchers are looking for, avoiding "empty calorie" content that repeats what others have said without substance, and addresses gaps.
It's also a good idea to search for the brand names of your competitors to identify any negative reviews or press, and leverage the pitfalls of your competitors with content that doesn't possess the same ones.
Subheadings (Heading Tags)
If your content is longer than a single paragraph, you should generally break it up with subheadings. You can create subheadings by switching from Paragraph to the appropriate heading format in the "A" drop down menu:
Subheadings categorize your content by offering a mini headline or summary for the block of text that follows. The subheading numbers are intended to categorize your content in a nested way. A "Heading 3" is a subheading of a "Heading 2" and a "Heading 4" is a subheading of a "Heading 3," and so on.
Subheadings are where you should include secondary keywords and search queries that you encountered during while you were researching what to include on the page. The paragraph text nested within the subheading then adds additional context and depth as well as more long tail search potential.
Searchers will generally expect frequent subheadings on a page, more frequent than they would expect from a blog post, particularly if it is intended to lead directly to any type of conversion. At least one subheading should typically be visible on the page, even on a mobile device, so that users can easily browse the content to get the gist of it or find the part of it that they need to reference.
A pithy heading followed by a relatively brief paragraph of text, followed by another heading or subheading is usually the right approach to take:
Any time your content is best understood as a collection of items, use a bulleted list to express that collection.
Aside from the fact that bulleted lists make it easier for users to browse your content and find what they are looking for, they may also land you in a featured snippet in the search results:
Featured snippets are very prominent, taking up a lot of space in search results, providing your site with a link that is more likely to get clicked on than other search results.
Consider any queries users might be using where a featured snippet with a bulleted list would make sense, and try to work those into your content.
To create one, click the Bulleted list button in the content section:
A bullet point will appear in the content where your text cursor resides:
To create the list, just type in each item and keep hitting the Enter key on your keyboard:
As with bulleted lists, any time your content is best understood as a series of steps, or a list with a definite order, be sure to use a numbered list in your content. Again, this has a tendency to turn up as a rich result in Google:
Much the same as with creating a bulleted list, just click the Numbered list button in the Content section menu:
Clicking it will make a numbered item appear, and again you can simply type each step of your list followed by Enter on your keyboard to create steps in the list:
Unlike with product pages and category pages, there is no specific section dedicated to an image for the page. You can, however, add images to your content.
Images, especially unique images featuring your staff, products, locations, and so on, help alleviate user concerns about who you are and build trust. Instructive images can also help clarify descriptions and content that would otherwise be confusing or difficult to convey.
Unique images, used properly, can also draw traffic from Google image searches. This is especially true now that Google has announced their image search results have been reworked to supply images that are more instructive and central to the content, as well as to include context such as the title of the page the image is listed on. All of this means that users are more likely to click through from image search results to learn more, rather than just view images in Google.
To add an image to your page content, click the Insert image button in the Content section:
The Insert image pop up window will appear. From here you have three tabs to select from, an Uploaded images tab, a Product images tab, and a URL tab.
To upload a new image, click the Upload file button, select your image from your computer. Once you have uploaded a file, the new image will appear in the window and the pop up will change. The Upload file button will move. You can click it again to upload more images:
Click on the image that you want to insert into the post. An Image alt text field and a Size drop down menu will appear:
The Image alt text is a snippet of text that is meant to act as an alternative to the image for users who are visually impaired and browsers that have issue displaying the image. Search engines use the alt tag to understand what the image is about, since Google has limited ability to determine what images are about on its own.
Type in an image alt that describes the image briefly and accurately, using keywords that are relevant to the image (specifically to the image, not necessarily the page).
Select an image size the from the Size drop down menu, then click the Insert image button. Your image will be added to the content:
If you instead choose to add an image via the Product images tab, you will select an image that you set for a product previously. There is still a Size drop down but no option to set the alt tag, since this is set in the product page.
If you choose the URL tab, there is no sizing option, the image located at that URL is used with no changes, and there is no option to add an image alt. This is not recommended, since the image will not turn up in search results as being associated with your site.
You can't upload a video to your Shopify page, but you can embed an image. We recommend setting up a YouTube channel and uploading your videos there. To get the embed code from your YouTube video, click the SHARE button underneath your video:
From the Share a link pop up, click the Embed option
From the Embed Video window, click the COPY link:
Now, in Shopify, click the Insert video button in the Content menu:
From the Insert video pop up window, paste your content into the embed field, then click the Insert video button:
The video will appear in the main Content field.
While embedded videos don't count directly toward your SEO, they can build trust with users, leading to second order positive impacts on your page's SEO. The embed may also help your YouTube video itself rank better.
Save Your Page
Don't forget to save your Shopify page by clicking the Save button on the bottom right, or in the hovering menu in the top right.
Adding Page HTML
You can add custom HTML to your page content by clicking the Show html button in the Content menu:
The HTML of your page's main body content will then become visible:
Editing the code outside of the main body content will require editing the liquid files in your site's theme, a task best left to developers.
Shopify Page Templates
If you want one or more pages to have a different appearance or different functionality from the other pages on your site, you will need to change the template for that page. You can select an alternate template for your page from the template section, which is located at the bottom of the right sidebar.
Have your web developer refer to Shopify's documentation on page templates.
How To Make Your Shopify Page Accessible To Users
While creating and saving your Shopify page will generate a URL for the page that is capable of loading, users will not be able to access it unless you provide them with a link to it.
To make your page reachable from your menus, you will need to update the menu to include the link.
To update a menu, navigate to Online Store > Navigation in the left sidebar, then click the menu that you want to add your page to:
Click Add menu item in the Menu items section of that page and run through the steps to add your page as we discussed in our post on Shopify link and folder structure:
You can drag and drop the page to change its location in the menu. Dropping it below and to the left of an item will make it appear after that item in the menu, dropping it below and to the right of an item will create a drop down menu so that the page becomes a part of a drop down menu that opens when users click on the menu item listed above it here.
Make sure to repeat this process for all of the menus that you want the page to be accessible from.
Remember that existence in a menu adds a link to the page from every other page on your site. This increases the authority of the page, but it also dilutes the authority of links on your site. The more links in your menu, the less authority is passed by each link. Make sure that you only include high priority pages in your menu.
For pages that are not that high in priority, add links to them from other pages.
Shopify pages are used to accomplish virtually all front-end site functions that aren't accomplished by Products, Collections, or your site's shopping cart.
Use the advice above to set up pages while keeping your on-site SEO in mind, pull impressions and visits, build trust, capture leads, and boost long term conversions.