}} Enter fullscreen modeExit fullscreen mode Validate with Google You cannot change the/products/and/collections/URL structure, but you control canonicals, schema markup, theme speed, images, and internal linking. This technical SEO checklist covers the eight areas I audit on every Shopify store, from duplicate variants to hreflang. The platform makes half the decisions for you, which is a blessing when it handles canonicals and sitemaps automatically, and a trap when its defaults quietly create duplicate content or slow down your theme. Here is the technical SEO checklist I run on every store audit, with the Liquid and JSON-LD snippets I use.