Collection Expansion SEO Strategy for Shopify That Increases Revenue
By Brendan Bowers, Organic Search Director
Collection expansion SEO for Shopify improves your store’s search rankings, traffic, and revenue. This growth strategy identifies valuable keyword gaps and creates relevant collection pages to rank for those terms.
We focus on this strategy when kicking off an SEO campaign to drive growth for our clients as soon as possible. Below, we’ve outlined why and how to implement collection expansion SEO for your Shopify website.
Why Collection Expansion SEO Matters for eCommerce
Collection page keywords are typically high-volume search terms. Using an eCommerce clothing store as an example, 100,000+ people are searching for terms like summer dresses, graduation dresses, or birthday dresses every month.
If this clothing store does not already have these collections curated, doing so will create new ways for users to find top products and convert.
Collection expansion SEO benefits your store by:
Increasing lower-funnel traffic: People searching for collection terms are lower-funnel, qualified visitors who are more likely to convert.
Driving more organic revenue: New collection pages help your store appear in more searches, connect with new customers, and increase sales.
Making shopping easier: Well-curated collections improve navigation, helping customers find what they need quickly and exposing them to relevant products.
Collection Expansion SEO Example
We implemented this SEO strategy for an online clothing store, for example. After completing a website audit and competitor research, we identified 80+ collection keywords for which their store did not rank but had products to support.
Here’s what this SEO growth opportunity meant by the numbers:
80+ unranked keywords totaled 1.28 million searches per month (SEMRush).
A website ranking No. 10 typically converts 2% of searches into traffic (Backlinko).
Even at a 0.5% conversion rate, this strategy could drive 6,500+ new visitors monthly.
How to Implement a Collection Expansion Strategy
Optimizing your collection pages can increase visibility, organic traffic, and sales. Follow the key steps outlined below to implement this SEO growth strategy.
1. Competitor Research
When kicking off a campaign, you may find that competitors have many of the new collections we can target. This SEO research helps inform our strategy and identify the best collections to add while explaining the why behind our next steps.
2. Create New Collections
Once you identify valuable collection page gaps, identify products that can be part of that new collection. Make sure the products you include in the new collections are relevant. Don’t force a collection that doesn’t make sense.
3. Optimize Existing Collections for Missed Keywords
Even if your store already has collection pages, they may not be fully optimized for SEO. Reviewing and improving each page can unlock revenue-driving traffic. SEO optimization of each collection page with unique and helpful meta titles, meta descriptions, H1s, on-page copy, schema markup, and internal linking will enhance visibility and rankings.
4. Develop Buyer’s Guides to Support New Collection
Creating helpful, in-depth buyer’s guide content can boost your Shopify store's rankings. It also gives shoppers the information they need to make a purchase. A great way to do this is by adding shopping guides that focus on your new collections in a hub and spoke format.
5. Measuring Collection Expansion SEO Success:
When implemented successfully, collection expansion SEO increases valuable traffic and revenue. This means that your Shopify store should begin ranking for the new collection keywords and increase revenue-driving traffic as a result.
Growing Your Business with Shopify SEO
SEO optimizing your Shopify collection pages is one of the fastest ways to increase organic traffic and sales. Combining this collections strategy with technical, product, and editorial SEO will maximize growth.
Eyeful’s SEO Strategy Matrix for Shopify outlines of our comprehensive SEO and content strategies for eCommerce stores on the platform
Implementing this Shopify SEO campaign will help your business:
Boost visibility in search results.
Attract more high-intent shoppers to your store.
Build a sustainable SEO strategy for long-term growth.
Increase revenue and improve ROI
Ready to grow your Shopify store? Contact Eyeful Media today to maximize SEO-driven revenue.