We always try to improve the search engine ratings of our shops. A big step in the right direction is the feature friendly_id, which has been released today:

Before:
www.shopname.com/collections/1234567890
www.shopname.com/models/1234567890

After:
www.shopname.com/collections/collection-name
www.shopname.com/models/model-name

This is of course a very simple and effective way to improve your position at Google et al.!