CASE STUDY · ECOMMERCE SEO
Mid-size cycling ecommerce (Australia), +27% clicks to collection pages
- +27.27% clicks to collection pages
- +51.53% impressions
- 40+ overlapping collections merged
- Client Online shop for cycling components and apparel
- Catalog About 3,000 products
- Market Australia
- Focus Collection pages
About the project
An Australian online shop selling cycling components and apparel (gravel, road and MTB) across about 3,000 products.
Collection pages were thin, with a product grid and an H1.
Many of them competed with each other for the same searches, for example, “gravel tyres” and “tubeless gravel tyres”.
What we did
Collection mapping
We matched every collection to one primary search intent, merged 40+ overlapping collections and set redirects for them.
New collections from search demand
We created collections for real search patterns, by riding style (gravel, bikepacking), by spec (tubeless, 700×40) and by use (“wet weather tyres”, “commuter lights”). Before, the shop had only brand-based categories.
Collection copy
Short buying-guide copy under the grid of the top 60 collections, written by the shop’s mechanics, covering sizes, compatibility and common mistakes.
Facet control
Only facet combinations with search demand stay indexable. The rest are noindexed and kept out of internal links.
Internal linking
Linked collections from the blog’s bikepacking and maintenance guides, and added “shop by riding style” blocks on product pages.
Results
Clicks to collection pages went from 5.09K to 6.48K (+27.27%).
- Impressions grew from 166K to 252K (+51.53%) as the new collections were indexed.
- Sales grew along with traffic: the new spec and riding-style collections (tubeless, 700×40, bikepacking) brought in buyers who already knew what they needed. Organic sales from collection pages grew with the clicks.
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