These eight questions separate Shopify SEO operators from generalist SEO consultants who happen to take Shopify clients.
1. Walk me through your last three Shopify SEO engagements. What did you change in the theme files, what apps did you remove or replace, what content did you ship, and what were the measurable outcomes? Concrete answers reveal real Shopify experience. Vague answers reveal generalist work.
2. How do you handle the /collections/all indexation issue? Every Shopify store generates a /collections/all URL with every product on it. It often competes with proper collection pages. Anyone with real Shopify SEO experience has a clear opinion on this. Hesitation is a red flag.
3. Apps or theme injection for schema markup — what's your default and why? Both are valid choices. A real expert has a reasoning for their preference and understands the trade-offs (apps are easier to manage but bloat the page; theme injection is faster but requires Liquid skill).
4. How do you approach Shopify Markets and hreflang for multi-region stores? Critical if you're already multi-region or plan to be. Markets doesn't handle every hreflang case correctly. A Shopify SEO consultant should know where it fails and how to compensate.
5. Show me a Core Web Vitals improvement you shipped on a Shopify store with before-and-after numbers. Concrete examples filter talkers from operators. Bonus signal if they can explain what they changed (app removal, image optimization, JavaScript deferral, theme code optimization).
6. How do you measure SEO success and what reports do I get? A clear measurement framework is the hallmark of someone who's actually shipped results. Expect: organic sessions, rankings on target queries, conversion rate of organic, revenue attributed to organic. Black-box SEO is a red flag.
7. What's your tooling stack? Should include Google Search Console, Screaming Frog, Ahrefs or Semrush, PageSpeed Insights / Lighthouse, and at minimum one Shopify-specific tool (Theme Inspector, Shopify Analytics, or a third-party Shopify SEO app like SearchPie or Plug In SEO).
8. What's a Shopify SEO problem you couldn't solve, and how did you handle it? Humility check. Operators who claim they can solve everything haven't seen enough yet. The answer should reveal honest self-awareness about the limits of SEO and platform constraints.