Many Shopify stores are under-equipped for SEO.
One of the main purposes Google exists is to help people search for information.
Facts, statistics, opinions, essays, documents, images, videos, etc.
That's all lumped into the boring term: content.
The first step to Search Engine Optimization is having something that people want to see. If people want that essay on the rise of flannel shirts in the '90s, then search engines are motivated to find that for them and make sure people get to your website. Then optimization becomes an option.
The problem is that many stores and websites don't have anything people care about. Their SEO work is trying to squeeze visits from a turnip: it's going to be hard, results are going to be lackluster, and the turnip is going to be pissed off.
But if you have content that people cared about, and lots of it, then much of your SEO would just work. You'd still need to optimize it of course, but those optimizations will pay-off and be more effective.
Creating content isn't easy, but it's just as difficult for your competitors. You have the opportunity to stand out with it and that effort will payoff for years.
In the end content can't be your sole SEO strategy, but it can supply you with the raw material your SEO strategy requires.
One SEO feature works well with a content-focused strategy is Rich Results.
That's because the data helps Google's algorithm which makes their job of finding and organizing content easier.
You can either audit, code, and test your store's structured data by hand or install JSON-LD for SEO and have the structured data you need for several types of Rich Results.
It's already helped a few thousand Shopify stores with their structured data and it could help you too.