If you’re running a Shopify store, chances are you’ve spent countless hours perfecting every detail, from your product listings to your customer service. But what about your store’s look and feel? At some point, you might want to refresh your design to give your site a facelift or even to improve functionality. But before you click “Install” on that shiny new Shopify theme, a big question looms: Does changing Shopify theme affect SEO?
What Happens When You Change Your Shopify Theme?
When you change your Shopify theme, several factors related to the structure and functionality of your site can change, too. The visual appeal might get a boost, but what goes on behind the scenes can affect how search engines perceive and rank your site. The good news is that changing a theme doesn’t necessarily spell disaster for your SEO rankings — if done right. The way your theme is built and how it interacts with key SEO elements will determine whether the change boosts your SEO efforts or hurts them.
Factors of SEO That Could Be Affected by Changing Your Shopify Theme
Site Speed and Performance
Let’s start with site speed. Google has made it clear that page speed is a ranking factor. If your new theme is heavier, laden with extra JavaScript, bulky images, or unnecessary CSS, it could slow down your site, which could negatively affect your SEO. On the other hand, a more optimized, lightweight theme could make your site faster, which could give you a ranking boost. If you’re serious about SEO (and who isn’t?), make sure that the theme you’re choosing is fast and well-coded. Always test the speed of your new theme using tools like Google PageSpeed Insights or GTMetrix before fully committing to it.
URL Structure
Your Shopify theme won’t typically change your URL structure, but it’s something to double-check. A stable and consistent URL structure is essential for SEO. If your new theme alters URLs or adds unnecessary parameters, you might face broken links or duplicate content issues — both of which can lead to a drop in rankings. You don’t want to confuse search engines, so make sure you monitor your URLs before and after switching themes. If any URLs do change, set up 301 redirects to preserve link equity and avoid 404 errors.
Heading Tags (H1, H2, H3)
The hierarchy and structure of your headings (H1, H2, H3) can change with a new theme. Since search engines rely on these headings to understand the content and importance of various sections on a page, improper use or reordering of heading tags can hurt your SEO. Your H1 should remain your page’s main title, and subsequent headings should logically flow to structure the content. When changing themes, review how the new one handles these headings. If the new theme uses multiple H1s or awkwardly places important headings, it’s a red flag for SEO.
Mobile-Friendliness
Did you know that more than half of all web traffic comes from mobile devices? That’s why mobile-friendliness is one of Google’s top-ranking factors. Shopify provides responsive themes, but not all are created equal. Ensure that your new theme is just as mobile-friendly (or more so) than your old one. A well-designed responsive theme adjusts seamlessly to various screen sizes, offering a smooth user experience across all devices. Use Google’s Mobile-Friendly Test tool to confirm that your new theme will work just as well on smartphones and tablets.
Meta Tags and Descriptions
When you change your Shopify theme, your meta tags and descriptions should remain unaffected because these are managed in the Shopify backend. However, it’s always worth double-checking that the new theme doesn’t accidentally modify or strip these out. Meta titles and descriptions don’t have a direct impact on rankings, but they do affect click-through rates from search engines, which can influence SEO indirectly. Make sure that your new theme displays these tags correctly and doesn’t overwrite them.
Internal Linking Structure
A good internal linking strategy helps search engines crawl your site and understand the relationship between pages. It also spreads link equity across your site. Sometimes, changing a theme can unintentionally alter your internal links. For instance, if the theme includes a new navigation style, you may lose some important links to key pages. Keep an eye on this and ensure that your most important pages — like category pages, product pages, and blog posts — are easily accessible and linked to from various parts of your site.
Schema Markup
Schema markup, also known as structured data, helps search engines understand your content better and can lead to rich snippets in search results. While Shopify themes usually support basic schema, some themes may offer more advanced schema features than others. If your previous theme included robust schema markup for products, reviews, FAQs, or breadcrumbs, you’ll want to make sure your new theme retains or enhances this functionality. Losing schema markup could hurt your visibility in search engine results pages (SERPs).
Read more about “Is Schema Markup Still Important?” on our blog page now!
How to Change Your Shopify Theme Without Hurting SEO
Now that we’ve covered the potential risks let’s talk about how to minimize them when changing your Shopify theme.
Backup Your Site First
Before making any changes, create a full backup of your current theme and settings. While Shopify does automatically save older versions of your theme, it’s still a good idea to have an extra backup on hand, just in case anything goes wrong.
Test Your New Theme in Preview Mode
Shopify allows you to preview your new theme without fully installing it. Take advantage of this feature. Browse your site’s key pages in preview mode and check for any issues with design, speed, or functionality. Pay particular attention to how your content and images are displayed.
Audit Your Site Post-Theme Change
After you’ve changed your theme, run a full SEO audit of your site. Use tools like Google Search Console, Ahrefs, or SEMrush to spot any crawling issues, broken links, or changes in search rankings. Address any problems immediately to avoid a long-term hit to your SEO.
Use Shopify SEO Services
If you’re concerned about potential SEO issues with a theme change, consider working with professionals who specialize in Shopify SEO services. These experts can analyze your site before and after the theme change, ensuring that your SEO remains intact. They’ll help you optimize things like site speed, structured data, mobile-friendliness, and more — all while you focus on running your business.
Keep an Eye on Analytics
After the theme change, it’s important to monitor your site’s performance metrics. Keep an eye on your organic traffic in Google Analytics, and check for any dips or surges in traffic. If you notice a significant drop, investigate whether it’s related to the theme change or another factor. Also, keep tracking your rankings for important keywords. If you notice a sudden drop, act quickly to rectify any potential issues.
Conclusion: Should You Be Worried About Changing Your Shopify Theme?
Changing your Shopify theme doesn’t have to spell disaster for your SEO. While there are certainly risks involved, they can be mitigated with careful planning and execution. By being mindful of how your new theme affects site speed, mobile-friendliness, internal linking, and more, you can successfully transition to a fresh look without losing your valuable rankings. And remember, if you’re ever in doubt, Shopify SEO services are just a call away. Professionals can guide you through the process and ensure that your SEO remains strong, even after a theme change. Ready to boost your Shopify store’s visibility and drive more traffic? Let Click Typhoon handle your Shopify SEO needs with strategies designed to enhance your search rankings and increase sales. Get started today and watch your online business thrive effortlessly!
