Not sure how to get your collection pages to rank on Google? Let’s break it down. While product pages often get the spotlight, your content strategy for marketing should also prioritise collection pages. Implementing effective SEM techniques alongside SEO, these pages are powerful for search engine optimization (SEO)—if planned strategically. A well-optimised collection page improves both user navigation and organic visibility.
What Is a Collection Page?
In e-commerce, a collection page (also called a category page) groups similar products under one URL. Think “Wireless Headphones” or “Minimalist Backpacks.” They’re essential for both the shopper journey and SEM (search engine marketing) strategy, offering an opportunity to target transactional queries and rank for high-volume keywords.
Why Collection Pages Deserve SEO Attention
A strong content strategy for marketing should treat collection pages like landing pages:
- They attract broad, high-intent keywords such as “ergonomic desk chairs” or “eco-friendly cleaning supplies”
- They support internal linking across your product pages
- They help Google understand your site’s structure—critical for search engine optimisation
Step-by-Step: Planning Collection Pages That Rank
1. Start With Keyword Research
Identify keywords that reflect buyer intent. Use SEO tools to discover:
- Head terms (e.g., “vegan skincare”)
- Long-tail queries (e.g., “best vegan skincare for dry skin”)
- LSI keywords to enrich context
Integrate these naturally into your SEM campaigns and SEO copy.
2. Write for SEO and Conversion
Include your primary keyword in:
- The H1 heading (e.g., “Shop Ergonomic Office Chairs”)
- Meta title and description (e.g., “Top-Rated Office Chairs | Free Delivery”)
Then write a compelling collection description—150–200 words that blend SEO with sales copy.
Example:
“Explore our ergonomic chairs designed for long hours at the desk. With lumbar support, mesh backrest, and a minimalist design, they’re perfect for remote workers and office teams alike.”
This supports your search engine optimisation efforts while engaging users.
3. Structure the Page for SEM and SEO
Avoid parameter-heavy URLs and duplicate content from filters. Use:
- Canonical tags
- Clean, readable URLs (e.g., /collection/ergonomic-chairs)
- Mobile-optimised design and fast-loading images
Proper structure not only boosts SEO but also improves SEM campaign landing page quality scores.
4. Link Internally From Blog Content
Create a content strategy for marketing that supports your collection pages through blog content.
For instance:
- Blog post: “How to Do Search Engine Optimisation for Online Stores”
- Anchor text: “ergonomic chairs for back pain” → links to your chair collection
This builds authority and improves crawlability. New to SEO? Here’s a quick guide.
Recap: How to Do Search Engine Optimisation for Collection Pages
To make your e-commerce collection pages work harder for you:
- Include SEO-friendly H1 and meta info
- Write unique, keyword-rich collection descriptions
- Optimise page speed and URL structure
- Link to them from relevant content and blog posts
- Align them with your SEM efforts for a dual impact
Browse our curated picks related to content and SEO.
Need help turning your collection pages into ranking machines? We offer expert content strategy for marketing and hands-on guidance for how to do search engine optimisation—without bloated tools. Check out our SEO case studies here.