Shopify SEO: +169% clicks to product pages in 90 days
About the project
- Client: home and lifestyle brand, furniture and decor
- Platform: Shopify
- Consulting period: 3 months (90 days)
- Focus: product pages
The client is a home and lifestyle brand selling furniture and decor on Shopify, with a catalog of several hundred products, many of them available in multiple sizes, finishes and colors.
As the catalog grew, product titles and descriptions had mostly been copied from supplier sheets, variants were often published as separate URLs competing for the same searches, and discontinued products were left as dead ends, so the pages that could answer specific searches were rarely the ones ranking for them.
When we started, the collections already had a solid structure, so we moved one layer down to where buying decisions happen: product pages, where people land when they’re searching for a specific item, size or finish.
What we did
- Rewrote product titles around the attributes customers search for, such as material, dimensions, finish and color
- Replaced supplier descriptions with copy that answers the questions customers ask before buying
- Consolidated variants that were competing as separate URLs, so each product ranks with one page
- Fixed Product structured data so price, availability and reviews can appear in search results
- Linked each product to related items and back to its parent collection
- Handled out-of-stock and discontinued products with redirects or alternatives, so pages that had earned rankings kept them
Results
On /products/ pages only, last 3 months vs the 3 before:
- Clicks: 1.3K → 3.49K (+169%)
- Impressions: 77K → 182K (+137%)
- CTR: 1.7% → 1.9%
- Average position: 8.7 → 7.9
Collections capture broad category searches, while product pages catch the long tail of model names, sizes and finishes, where the searcher has often already decided what to buy.
