It’s natural to spend a good portion of your SEO resources pushing individual product pages to the top of Google. As important as this is, you don’t want to overlook the many collection pages that make up your ecommerce website.
With the right strategy, you can move your collection pages to the first page of Google for non-branded keywords. Not only can this increase traffic, but it also does wonders for building your brand.
Here’s an example of several collection pages at the top of Google for the keyword phrase “women’s black pump shoes.”
When building collection pages, it’s important to do so with two things in mind:
- Keyword search demand
- Relevancy to your product catalog
With these details guiding you, its easier to build SEO optimized collection pages, such as by optimizing titles to signal Google what keywords to rank the page for.
Columbia, for example, lays out its website as follows:
Upon running a Google search for a term such as “women’s jackets,” you’ll see the following:
As you can see, the title is optimized for a variety of high search volume keywords.
What are the Top Challenges?
The above gives you a basic overview of what you want to accomplish in regards to SEO for your collection pages, however, there are some challenges.
For most ecommerce websites, the biggest challenge is that existing collection pages primarily drive organic traffic from branded searches.
For example, only returning customers are able to find pages in Google by searching for something such as “Columbia windbreakers” or “Michael Kors crossbody bag.”
This is typically the result of collection pages that are not fully optimized to rank on the first page of Google for non-branded keywords, such as “windbreakers” or “crossbody bag.”
What’s the Best Solution?
Above, we discussed the importance of including target keywords in the title. While this is an absolute must, don’t stop there.
There are other factors that contribute to Google’s ranking algorithm, with one of the strongest being keyword targeted on-page content.
The best approach is to implement additional text at the bottom of each collection page to provide a stronger signal to Google as to which keywords to rank the page for.
The technique of adding additional text on collection pages is often overlooked by ecommerce websites, despite the fact that it can have a positive impact on organic search engine traffic.
It’s a common myth that collection pages should only include titles, product images, and prices. You can take these pages to the next level by simply adding high quality, informative content. Here’s an example:
It doesn’t take a lot of text, just a few hundred words providing information such as: a description of the products on the page, internal links to similar products, and advice on making a purchase.
By adding the target keyword and other variations in this text, you can optimize the page for search engines all without disrupting the user experience.
By making a few adjustments to your collection pages, you increase the opportunity to rank on the first page for more non-branded keywords. Subsequently, you’re in position to drive high quality, targeted traffic to your online store.