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Is Shopify SEO more about the products or the way the store is structured?

I’m curious what people have found more important with Shopify stores: improving individual product pages or fixing the overall structure with collections, internal links and navigation.

I’ve been testing a few things on my own store and keep getting conflicting advice. I also found this while researching Shopify SEO: https://equinox.company/service/shopify-seo

For those who have worked on a Shopify store, what actually made the biggest difference in organic traffic?

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