Online SEO and local SEO are two different jobs
Ranking your products on Google and ranking your business in local search use different signals. Online SEO is about pages, keywords and links. Local SEO is about Google understanding that you're a real business, at a real address, serving a real area, with real reviews. A store can be excellent at the first and invisible at the second.
If you've got any physical or local element, even just 'we're a Welsh butcher who also delivers', you're leaving money on the table by treating yourself as a pure e-commerce store. Local intent searches convert hard, because the person searching is ready to buy nearby.
You almost certainly have no LocalBusiness schema
Shopify themes will happily add Product schema to your items, but they don't tell Google you're a business with an address, opening hours and an area you serve. That's a separate piece of structured data called LocalBusiness, and on most Shopify stores it simply isn't there.
The butcher I audited had Product schema on every item and zero LocalBusiness markup on the homepage. So Google knew it sold chicken breasts, but had no structured signal that it was an actual Welsh butcher you could find, visit or trust locally. That schema is the identity card that feeds the map pack, the knowledge panel and opening hours.
Add LocalBusiness (or the right sub-type, like a food shop) JSON-LD to your homepage: name, address, phone, opening hours, area served, and links to your social profiles. It's a one-time bit of theme work and it's the foundation everything else sits on.
Your Google Business Profile is the other half
Schema tells Google who you are on your site. A Google Business Profile (the free listing that powers the map pack and the panel on the right of search) is where Google actually ranks you locally. If you haven't claimed and filled it out, you can't appear in local results, full stop.
Claim it, pick the right categories, add real photos, your hours, your service area, and keep it active. For a store with any local angle this is the highest-leverage hour you'll spend, and most Shopify owners never touch it because the platform never mentions it.
Make sure your name, address and phone match everywhere
Google trusts businesses whose details are consistent across the web. If your address or phone number is written one way on your site, another on your Google profile, and a third on a directory, that inconsistency quietly undermines your local ranking.
Pick one exact format for your name, address and phone, and use it identically on your site footer, your Google profile, and any local directories. Boring, but it works.
Local reviews do double duty
Reviews are a ranking factor in local search and the thing that actually convinces a nearby buyer to choose you. A store with no reviews on its site and a thin Google profile is asking people to trust it on faith. The butcher I looked at had no review signal anywhere, on-site or structured.
Get reviews flowing to your Google profile and onto your product pages, and mark the on-site ones up so the stars can show in search. You get the local ranking lift and the conversion bump from the same effort.
Give the local searches a page to land on
If you serve specific towns or regions, you need pages that actually talk about them. A Welsh butcher delivering across South Wales should have content that names the areas it serves and the local intent behind it, not just a generic 'delivery' page.
Pair that with genuinely useful local-and-product content, recipe and cut guides, 'best meat for a Sunday roast', seasonal and regional angles, and you give Google reasons to rank you locally and AI passages to cite when someone asks.
What to do first
In order: claim and fill out your Google Business Profile, add LocalBusiness schema to your homepage, make your name/address/phone consistent everywhere, get reviews onto your profile and product pages, then build out local landing and content. The profile and the schema come first because nothing local works without them.
None of this fights your online store, it sits alongside it. The stores that win locally aren't the ones with the most products, they're the ones that bothered to tell Google they're a real business in a real place.