Shopify SEO Expert: Digital Darts

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Documentation

Shopify MCP Server for SEO

Connect your Shopify store to Claude, ChatGPT, Cursor or any MCP client, then fix your SEO by asking for it. Meta tags, image alt text, broken links, redirects and Google Search Console, all from the chat window. Twenty-six tools, built on 10 years of Shopify SEO. You approve every change.

https://seo.digitaldarts.com.au/mcp

Streamable HTTP. OAuth 2.1, so there’s no API key to generate, paste or rotate. Requires the SEO Expert: Digital Darts app on the Pro plan.

Fix Your Shopify SEO Today

Get the SEO Expert: Digital Darts app from the official Shopify Apps store today. Free plan forever, plus a 14-day free trial of Pro:

What Is a Shopify MCP Server?

MCP, the Model Context Protocol, is how an AI assistant safely reaches a real system instead of guessing. Connect one and Claude or ChatGPT stops giving you generic SEO advice and starts reading your actual store: your products, your audit score, your Search Console data, your broken links.

SEO Expert is that connection for Shopify SEO. Ask which products are missing meta descriptions and it lists them. Ask it to write them and it writes them to Shopify. The work happens where you’re already thinking about it, instead of in another tab.

Why Not Just Ask AI Directly?

An assistant without a connection to your store can only invent plausible answers. It can’t see that 340 of your products have no meta description, that a collection has been hidden from search engines since March, or that Google stopped showing eleven of your pages last month.

It also can’t do anything. You’d still copy each suggestion into Shopify by hand.

The MCP connection closes both gaps. The assistant reads your real data and makes the change through the same code paths as the app’s own buttons, with every write recorded in the app’s activity log.

How to Connect It

Install

Install the app from the Shopify App Store and start the Pro trial. The MCP connector is a Pro feature.

Add

Add the server in your assistant. In Claude, open Settings then Connectors and search for SEO Expert: Digital Darts. Everywhere else, paste the server URL.

Approve

Your browser opens once to sign in with Shopify. That’s the whole setup. Ask for an SEO summary to check it worked.

The connection is per store, so agencies can add several and switch between them.

Setup by Assistant

Claude

Open our Claude directory listing and click Connect, or find it in Settings then Connectors. Sign in with Shopify when prompted.

Claude Code

claude mcp add --transport http seo-expert https://seo.digitaldarts.com.au/mcp

Then run /mcp to authenticate.

Cursor

Add the server to your MCP config, reload, and approve the sign-in prompt.

{
  "mcpServers": {
    "seo-expert": {
      "type": "http",
      "url": "https://seo.digitaldarts.com.au/mcp"
    }
  }
}

VS Code

Same idea, but VS Code uses servers instead of mcpServers.

{
  "servers": {
    "seo-expert": {
      "type": "http",
      "url": "https://seo.digitaldarts.com.au/mcp"
    }
  }
}

ChatGPT

Our apps directory listing is in review. Until it’s live, add the server manually anywhere ChatGPT accepts a custom MCP connector, using the same URL.

What to Ask For

“I just added 40 new products. Sort out their SEO.” It reads every one, writes unique titles and descriptions, and shows you the list before anything saves.
“Traffic dropped last month. What happened?” It compares your Search Console periods, finds the pages that lost clicks, and checks whether any of them fell out of Google.
“Clean up the mess from our theme migration.” It scans your content for dead links, redirects the internal ones, and rewrites the external ones that moved.
“Have I accidentally hidden anything from Google?” Pages hidden from search engines are the most expensive mistake in Shopify SEO and the easiest to miss. It finds them and puts them back.
“This product should be ranking. Why isn’t it?” It checks the page’s meta tags, alt text and structured data, then asks Google directly whether the page is even indexed.
“Write alt text for the whole collection.” It looks at each photo first, so the text describes the picture instead of repeating the product title.

Each of these is several tools working together, which is the part you can’t get from an assistant that isn’t connected to your store.

All 26 Tools

The tools that only look at your store come first. The ones that change it come last. Each tool tells your assistant which kind it is, so it can check with you before it changes anything. Every change is recorded in the app’s activity log.

Tool	What it does	Effect
Orientation
`get_seo_summary`	Health score out of 100, open issues by severity, last audit time and current plan.	Read
`list_seo_issues`	Open audit issues, filtered by severity or rule. Each carries a deep link to where it gets fixed.	Read
`get_page_seo`	Look up any storefront URL and return its SEO fields plus every issue open against it.	Read
Content
`list_resources`	Products, collections, pages, blogs and articles with SEO fields and a meta score, worst first.	Read
`get_resource`	Full SEO detail for one item, including every image and its current alt text.	Read
`get_image`	Fetch the image itself so the assistant can see what it’s describing.	Read
Links
`list_broken_links`	Broken links found in your content, internal and external.	Read
`preview_link_replacement`	Exactly where a broken link appears and how often, before anything is edited.	Read
`preview_link_titles`	Internal links with no title attribute, and the title the app would fill in for each.	Read
`list_redirect_chains`	Redirects pointing at other redirects, with hop count, final destination and loop detection.	Read
Google
`get_search_performance`	Search Console clicks, impressions, CTR and position, as an overview or by query or page.	Read
`get_indexing_status`	Which pages are appearing in Google and which aren’t, with the trend over time.	Read
`inspect_url`	Definitive index check for one page, live from Google’s URL Inspection API.	Read
Off-site and background work
`get_backlinks`	Backlink profile snapshot: totals, referring domains and rank.	Read
`get_job_status`	Progress of audits, link scans and bulk jobs already running.	Read
`run_audit`	Queue a fresh audit of the whole store. Runs in the background.	Writes
`run_link_scan`	Scan your content for broken links. Runs in the background.	Writes
`create_redirect`	Create a Shopify URL redirect. Targets must resolve, so redirects into another 404 are refused.	Writes
Changes to your store
`update_meta_tags`	Set the SEO title and meta description for one item. Writes to Shopify immediately.	Overwrites
`update_meta_tags_bulk`	The same, for up to 50 items in one call. Items succeed or fail independently.	Overwrites
`update_image_alt`	Set alt text for one image.	Overwrites
`update_image_alt_bulk`	Alt text for up to 50 images in one call.	Overwrites
`apply_link_titles`	Fill in title attributes on internal links across up to 50 pages, from each target’s own title.	Overwrites
`replace_link`	Edit a broken link’s destination in your content, the only fix for an external one.	Overwrites
`flatten_redirect_chain`	Point a chained redirect straight at its final destination, turning A to B to C into A to C.	Overwrites
`unhide_resource`	Remove Shopify’s “hidden from search engines” flag so a page can be indexed again.	Overwrites

Of the 26 tools, 15 read, 3 add or queue work, and 8 overwrite something the app can’t restore.

Frequently Asked Questions

I Need Further Help

To go deeper on Shopify SEO, read my ultimate Shopify SEO guide. For the full app, see SEO Expert: Digital Darts, and install the free Chrome extension to see your audit findings on the page you’re looking at.

For help with the connector, fill in the support form.

Fix Your Shopify SEO Today

Get the SEO Expert: Digital Darts app from the official Shopify Apps store today: