Shopify SEO is focusing your efforts on optimizing collection pages rather than individual product pages. Here’s why: Google really cares about what the user is looking for. So, if someone is searching for a product that’s offered by multiple brands or in various styles, a well optimized collection page can cover all those search queries.
Trying to rank each product for its own keywords can work, but only if your product range is small and always in stock. If you have a large inventory, you’ll want to prioritize for collection pages as this becomes the most efficient and optimal way of generating more traffic.
It’s crucial to grasp this: your SEO goal isn’t just to climb the ranks for certain keywords, but to rank for a broader set of keywords that bring in traffic. More traffic means more potential orders. Targeting a high-traffic keyword doesn’t mean you’ll be able to rank for it. High traffic equals high competition. It’s often more strategic to aim for less competitive keywords that still bring in quality traffic.
Consider the long game: you could spend six months targeting a keyword that gets 10k searches a month and not see any traffic if it’s too competitive.
Alternatively, ranking for five keywords that each get about 1k searches per month, will outperform not ranking for a highly competitive keyword. If you capture 20% of 5k searches, that’s roughly 1k visits a month. With a 3% conversion rate, that’s 30 new orders. Multiply those orders by your average order value, say $75, and you’ve got an extra $2,250 rolling in monthly.
Plus, there’s the added bonus of customer lifetime value and a growing list of potential customers to retarget.
It’s all about sticking to SEO best practices. Essentially, this means properly tagging each page and nailing the internal linking game – that’s the essence of technical or on-page SEO. Then there’s the content aspect: your content needs to meet user expectation.
It’s a two-fold question – first, can Google’s bots easily understand what your site is about? And second, when users land on your site from a search result, will they find what they are searching for, or will they go back to the search results? You want them to stick around and explore your site, instead of leave right away because it’s not what they expected.
When a user stays on your website, it sends a signal to Google that your page delivered on user intent. Increasing the probability of continuing to rank higher.