How to Rank a BRAND New Shopify Store: A Live Case Study

Avatar for Brock Murray

Brock Murray
Co-Founder / COO

How to rank a brand new shopify website, a live case study
How to rank a brand new shopify website, a live case study

My newest project – I’m going to be setting up a new partnership with a roofing parts supplier and I will setup a brand new Shopify store. I’m going to document all SEO tasks performed on a BRAND NEW domain and Shopify store.
This will be particularly helpful for all those who have a beautiful store, but no traffic. This can be really frustrating, especially if you just spent thousands on a new website.

How to rank a BRAND new Shopify store…

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Getting started

First step is setting up your Shopify store. If you don’t already have one you can get a 14-day free trial here. After some very quick keyword research I am going to go with an EMD (exact match domain) for my store. Since I am targeting Canada only it opened up my options for a domain (ability to register a .ca) which is not ideal for every business. If you are looking at selling across North America and/or globally, I recommend going with a .com, .net or .org (or even one of the fancy new domain extensions .store etc.)

The domain I have selected is

Here are the tasks I have completed to date:

  • Register domain (
  • Add domain to Shopify under Online Store > Domains
  • Point CNAME and A records to Shopify (need help with this? click here.)
  • Setup Analytics Account (set industry category to Shopping.)
  • Find a Shopify theme via the Theme Store. When searching I cross-referenced GTmetrix to see which themes loaded the fastest. I think I found one that could work — will be working on setting that up this weekend.
    I am still waiting for the product list back from the supplier. Once I get that I can start adding products to my store. My list of tasks for the coming week:
  • Finalize my theme and implement (also start doing optimizations to the theme to speed it up!)
  • I need a logo! I think I’ll do a logo contest. Some cheap options are to outsource the logo design to People Per Hour or Fiverr.
  • I need to curate content for home page, about us, contact us, privacy policy, and shipping policy.
  • Get some stock photos – I use Shutterstock (there are MANY options out there for cheaper stock photos, I go through a TON every month so it makes sense for me.)

Starting off-site SEO

Ok many people would say wait until you have a website to start off-site SEO. Well … I disagree! Since I am partnering up with a local contractor for this project, we are going to leverage his current web properties to drive this project forward. First things first — I created a contextual link on his homepage. A contextual link means it’s a link within the body of content and fits within the context of the content.

The anchor text I used is “Discount Metal Roofing” — the “branded” name. If the name of the company were Roofity, then I would use that as the anchor. This is a very focused store — it will be for discount metal roofing ONLY. Hence why I don’t mind making it niche and giving it such a specific store name.

…Check back in a day or two to see the latest updates!

Avatar for Brock Murray

Brock Murray

Brock Murray is the COO and co-founder of seoplus+ digital marketing agency. As the driving force behind this award-winning, full-service agency, Brock's passion is helping businesses establish, grow, and maintain their online presence. With the help of SEO, PPC, social media, content marketing, and more, Brock and his team help clients of varying sizes and verticals, from small, local retailers to large, multinational enterprise companies.

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