SEO in 2025: What Still Works for Shopify

In this episode of The Unofficial Shopify Podcast, Kurt Elster interviews Jeff Oxford, an SEO expert with 15 years of experience, about the current state of SEO for e-commerce businesses. They discuss the impact of AI overviews on search results, the continuing value of SEO for e-commerce (with caveats around product search volume and pricing), common SEO mistakes like neglecting content on category pages, and the myth of word count. Oxford shares insights on crawl budget, internal linking strategies, and how to use AI tools like ChatGPT and Claude to enhance SEO efforts, while also cautioning against common pitfalls. He emphasizes focusing on specific, detailed keywords and creating collection pages with quality descriptions, and also touches on diagnosing SEO problems, recommending a focus on Google Search Console to analyze non-branded traffic.