Shopify SEO - NDA project

The client, operating in the competitive men’s T-shirt market in the UK, approached us to establish an alternative sales channel through enhanced organic traffic via Google and Bing. 

The project posed a unique challenge: Shopify’s native functionality is limited in creating complex, multi-level online store structures, which are essential for optimal indexing by search engines.

• SEO Optimization: The primary challenge was the development of a Shopify-based site structure that supports effective SEO without the usual limitations of the platform.
• Complex Site Structure: Shopify’s inherent limitations in handling complex, multi-level structures needed to be addressed.
• Manual Configuration and Errors: Existing methods of creating subcollections introduced the risk of SEO errors, including improper URL hierarchies and internal linking issues.

The most straightforward solution seemed to be the creation of subcollections—product collections filtered by attributes such as color and size. However, this approach led to several SEO complications, including a lack of URL hierarchy, the need for manual configurations, and internal linking errors, particularly with breadcrumbs.

To overcome these challenges, our team customized the Shopify platform to support a sophisticated, multi-level site structure with seamless category and subcategory linking. This structure was organized through advanced SEO filters, ensuring that each filter checkbox directed users to the appropriate page and allowed for multiple filter selections to funnel users to highly specific subcategories.

Example Structure:

• Men’s T-Shirts
  • Men’s V-Neck T-Shirts
    • Men’s Long Sleeve V-Neck T-Shirts
      • Men’s White Long Sleeve V-Neck T-Shirt

SEO Filters Example:

• Users selecting both “long sleeve” and “v-neck” filters are redirected to a specific subcategory, such as “Men’s Long Sleeve V-Neck T-Shirts.”

• Keyword Research: Identified and targeted the most relevant search terms.
• Multi-Level Structure Creation: Developed a hierarchical site structure with categories and subcategories.
• Custom Functionality: Implemented advanced SEO filters and category management systems.
• Content Preparation: Generated optimized content for categories and subcategories.

The implementation of these changes led to a 700% increase in site impressions and organic traffic. The refined site structure allowed the online store to quickly rank on the first page of Google for long-tail keyword searches, all achieved without any link-building budget. 

This case study SEO for store Shopify reinforces the importance of a well-structured and optimized landing page for achieving high search engine rankings.