About the project
- Client: fashion brand, women’s clothing and accessories
- Platform: Shopify
- Consulting period: 3 months (90 days)
- Focus: collection pages
The client is a fashion brand selling women’s clothing and accessories on Shopify, with a catalog organized into dozens of collections by category, season, and campaign.
Over the years, new collections had been added for every drop and promotion, so many of them overlapped or held only a handful of products, and most category searches were going to competitors and marketplaces instead of the brand’s own pages.
When we started, the list of SEO issues was longer than anything we could fix in a quarter, so we picked the layer closest to revenue: collections, where people land when they already know what they want to buy.
What we did
- Mapped each collection to the way customers actually search for that category
- Cleaned up the taxonomy by merging thin and overlapping collections
- Decided which filter combinations deserve their own indexable page
- Rewrote titles and intro copy around buying intent
- Pointed internal links from navigation, products, and content to the collections that sell
- Reworked product sorting so best sellers appear first
Results
On /collections/ pages only, last 3 months vs the previous 3:
- Clicks: 3.46K → 4.87K (+41%)
- Impressions: 261K → 470K (+80%)
- Average position: 21 → 17.3
- More qualified traffic to the pages that drive purchases, contributing to organic sales
If your product pages get all the SEO attention, look at your collections, because a single category page can rank for hundreds of queries that no product page will catch.
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