Start where the money is: collection pages
Collection pages are usually the highest ROI SEO asset on Shopify because they target commercial intent. Make them genuinely useful:
- Write unique collection copy that helps users choose
- Add FAQs and buying guidance below the product grid
- Link to related collections and best sellers to build topical relevance
Control duplication and thin pages
Shopify can generate multiple URLs that look similar to a search engine. Your job is to make sure the ‘right’ versions are indexable.
Common sources of duplication
- Tag pages
- Filtered or sorted URLs
- Collections with minimal unique content
Improve on-page fundamentals
Titles that match intent
Use titles that reflect how people search, not just internal naming. Include meaningful modifiers where relevant (size, material, use-case).
Meta descriptions that earn clicks
Meta descriptions do not directly boost rankings, but they influence click-through rate. Write them like mini ads: clear value, clear offer, clear reassurance.
Build internal linking like a retailer
- Link from guides and blog posts to relevant collections and product pages
- Add ‘related collections’ modules to keep users moving
- Use breadcrumbs and sensible navigation depth
Speed and UX are SEO multipliers
Shopify stores slow down when apps pile up. Audit your app stack and remove anything that is not pulling its weight. Optimise images, keep scripts disciplined, and prioritise the user experience on mobile.
Content that drives revenue
For ecommerce, the most useful content typically falls into:
- Buying guides and comparisons
- Use-case pages (‘best X for Y’)
- Materials, sizing, and care information
- Answering common objections clearly and early
Want Shopify SEO that is commercially focused?
Sculpt Digital can prioritise the technical fixes and content architecture that move revenue, then build an ongoing optimisation plan that scales.
