CASE STUDY · SHOPIFY SEO
Shopify SEO: +67% clicks to collection pages in 90 days
- +67% clicks to collection pages
- +45% impressions
- Cited in AI answers for core category prompts
- Client makeup brand, face, eye, and lip products
- Platform Shopify
- Consulting period 3 months (90 days)
- Focus collection pages and AI search visibility
About the Project
The client sells makeup on Shopify, with a catalog organized into collections by product type, finish, skin type, and seasonal launch.
Collections already brought in traffic, but mostly from branded searches, while queries like “long-lasting foundation for oily skin” or “matte liquid lipstick” were going to retailers, marketplaces, and beauty editorial sites.
On top of that, more buyers were asking AI assistants which products to choose, and the brand rarely appeared in those answers.
What we did
Search
- Mapped each collection to how customers search for makeup: by product type, finish, coverage, and skin type
- Merged overlapping launch and campaign collections into stable category pages that keep their rankings after each drop
- Opened indexable pages for filter combinations with real demand (e.g. foundation by skin type) and kept the rest out of the index
- Rewrote titles around buying intent to lift click-through on page-one positions
AI search and GEO
- Tested core category prompts in ChatGPT, Perplexity, Gemini, and Google AI Overviews to see which brands and pages were cited
- Added short answer blocks to collection intros covering what buyers ask before choosing (shade matching, finish, wear time, skin type), written so an assistant can quote them
- Built FAQs on key collections from real customer service questions, with FAQ structured data
- Enriched the Shopify product feed with finish, coverage, skin type, and ingredient attributes, so collections carry the details AI assistants compare on
- Linked collections to shade guides and how-to content, giving crawlers and AI systems a clearer view of what each category covers
Results
On /collections/ pages only, last 3 months vs the previous 3:
- Clicks: 20.4K → 34K (+67%)
- Impressions: 1.28M → 1.85M (+45%)
- Collections now cited in AI answers for several core category prompts where the brand was previously absent
Makeup buyers ask a lot of questions before they choose a product, and the collection page that answers them clearly is the one both Google and AI assistants tend to send them to.
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