Shopify Language Issue – Duplicate, Google chose different canonical than user

Recently I was working on a SEO of a relatively small Indian Shopify store. And while doing a technical audit, I noticed around 400 URLs in GSC under “Duplicate, Google chose different canonical than user”.

While browsing through all the URLs under it I noticed a pattern. 

It had created duplicate URLs targeting en-us (US region). Though the primary target of the store is not a US audience it has all collections, products, and homepage were also configured to serve US visitors using the hreflang tag.

This has created duplicate content as the default language for the store is English and there are separate URLs for the US. Here is an example

https://www.myclientstore.com/products/prod-a

https://www.myclientstore.com/en-us/products/prod-a

This has led to duplicate content issues for the simple reason that there is no difference between both pages except the URL. So Google has set the canonical tag to default/actual URL without en-us. 

Now, this arises a very important question:

Should I use the hreflang attribute if the language is the same in both countries?

The simple answer is no you should not if there is no difference between the two pages. However, even if the language is the same but if the “good” amount of information varies in both countries then hreflang makes sense without causing duplicate content issues.

For eg: If all these parameters like currency, unit of size and weight, supplier information, local customer care information, return policy, etc can be different.

You should simply ask yourself are these pages unique and requires Google to index both pages?

Sometimes asking simple questions like these saves a lot of time and bad SEO.

Always remember, Using hreflang is not a redirect, but rather an indication to Google that there is a better version of the page that is specific to that region or language.

How I resolved the Issue?

I find out that the Shopify team had told the client that they need to set up Shopify Markets to sell in international markets. So store owner ended up activating Shopify Markets without understanding if it will have any negative SEO effects.

This is nothing but Shopify’s way of generalization international eCommerce SEO and charging more for that service. Ideally, this service would be customized and implemented according to the store's needs.

In a way, the Shopify team's suggestion was right but half-baked. When you set up Markets in Shopify you end up setting up languages as well. It is nothing but the use of a hreflang tag in the background.

But the issue is if you are just creating a new URL for each collection/product with any change in information specific to the target location or use of native language then it will lead to duplicate content. Google and the end user will see the same content in both URLs (with and without the hreflang tag).

This created indexing issues in the Google search console with ~400 URLs tagged as not indexed under – “Duplicate, Google chose a different canonical than the user”. And rightly so because it is duplicate content and it will hurt the SEO of the Shopify store.

It is paid feature that helps Shopify make more commission from your sales so you can expect them to promote it.

Solution:

Deactivated Markets feature and associated languages for each country as the client’s primary focus is India right now. The store has an app installed that converts currency in case a customer from the US, Canada, or the UK wants to buy products.