Collections or blog posts for Shopify ecommerce seo?
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Hi, hope you guys can help as I am going down a rabbit hole with this one!
We have a solid-ranking sports nutrition site and are building a new SEO keyword strategy on our Shopify built store.
We are using collections (categories) for much of the key product-based seo. This is because, as we understand it, Google prioritises collection/category pages over product pages.
Should we then build additional collection pages to rank for secondary product search terms that could fit a collection page structure (eg 'vegan sports nutrition'), or should we use blog posts to do this?
We have a quality blog with good unique content and reasonable domain authority so both options are open to us.
But while the collection/category option may be best for SEO, too many collections/categories could upset our UX. We have a very small product range (10 products) so want to keep navigation fast and easy. Our 7 lead keyword collection pages do this already. More run the risk of upsetting ease/speed of site navigation.
On the other hand, conversion rate from collection pages is historically much better than blog pages. We have made major technical upgrades to the blog to improve this but these are yet to be tested in anger.
So at the heart of it all - do you guys recommend favouring blog posts or collection/category pages for secondary high sales intent keywords?
All help gratefully received - thanks!
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Your query delves deep into the nuances of SEO, particularly in the context of Shopify Website Design, where both collection pages and blog posts can be powerful tools for organic visibility. Given your specific circumstances — a small product range, an authoritative blog, and a focus on user experience — the decision between creating additional collection pages or using blog posts for secondary high-sales-intent keywords is a fine balance.
Collection Pages: Google indeed prioritises collection or category pages, especially for e-commerce sites, as these pages often provide a comprehensive view of what the website has to offer. They're great for product-based SEO and typically perform well in converting users because they are closer to the "transactional" end of the buyer's journey. However, with a limited product range, adding too many collection pages might dilute their individual potency and make site navigation cumbersome, affecting UX.
Blog Posts: Blogs serve as excellent platforms for long-tail and informational queries. Given your blog's established domain authority and quality content, leveraging it to rank for secondary high-sales-intent keywords could be beneficial. The downside, as you mentioned, is the typically lower conversion rate compared to collection pages.
Recommendations:
Leverage Existing Assets: If your blog already has a strong reputation and domain authority, you might find quicker SEO wins by creating high-quality, keyword-focused posts that also link back to relevant collection pages.Test and Measure: Since you've made technical upgrades to improve your blog's conversion rates, why not test its efficacy with a few high-intent keywords? Use A/B testing to gauge performance.
UX Over SEO: While it's tempting to create additional collection pages for the Shopify SEO benefits, always consider your user experience. Too many categories can make site navigation confusing and may alienate users.
Hybrid Approach: You could create blog posts that deeply explore the secondary keywords and then link them to a 'featured' section on your existing collection pages. This way, you capitalise on the blog's authority while still pushing traffic toward high-converting pages.
Given the complexity and competing factors, perhaps a blended strategy that combines both collection pages and authoritative blog posts would yield the best ROI in the context of Shopify Website Design. Measure the KPIs rigorously to determine what's working best and adjust accordingly.
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