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E-COMMERCE SEO
We fix the collection pages, product titles, and faceted navigation issues that keep Australian Shopify stores off page one for the queries Amazon does not own.
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/ This is for you if
You have a Shopify store that has been running for three or more years. An agency or freelancer set up your SEO when you launched — meta titles, some keywords, maybe a sitemap submission. Since then, Amazon AU has entered and dominated, your paid costs have risen, and your organic traffic has stayed flat. You are not sure whether your SEO is bad or whether organic just does not work for your category.
You sell a product that is genuinely differentiated — handmade homewares, specialty supplements, Australian-made skincare, or a category where your quality is higher than what Amazon carries. Your product does not fit Amazon AU well, but your Shopify store is not capturing the buyers who would prefer yours. The gap is SEO: your store exists, your products are good, but the search architecture does not route buyers to you.
You carry 50 or more products across multiple categories. Your Shopify store has collection pages for each category, but they are all structured the same way: a banner image, a filter panel, and a product grid. None of the collection pages have any text content. Google does not distinguish between your "outdoor furniture" collection and your "indoor furniture" collection from a content perspective, and neither ranks for category searches.
/ What's broken
Shopify's default collection page is a product grid. There is no paragraph explaining what the collection contains, who it is for, or what makes it worth choosing over Amazon AU or Catch. Google needs content to classify and rank a page. A collection page with no text competes against category pages from retailers that have buying guides, FAQs, and descriptive copy — and it loses.
"The Classic Tee," "Summer Drift Linen Set," and "Heritage Oak Side Table" are good brand names. They are not good SEO titles. Nobody searches for those exact strings. The buyers you want are typing "mens white cotton t-shirt Australia," "linen pants women wide leg," and "oak side table 60cm." Your product titles need to carry the descriptive keywords that match search queries, or your pages simply do not appear for those searches.
Shopify's filter system (by colour, size, material, price range) generates new URLs for every filter combination. A store with 200 products and 10 filter options can have tens of thousands of URL variations, many of them near-identical. Googlebot spends its crawl budget on these filter URLs instead of your actual product and collection pages. The fix requires canonical tags, parameter handling rules in Search Console, and often a decision about which facets should be indexable.
Australian shoppers compare products in search results before clicking. A listing with five gold stars, a price range, and an "in stock" indicator draws more clicks than a plain blue link at the same ranking position. If your competitors have implemented AggregateRating and Product schema and you have not, they are getting more traffic from positions you share with them.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We identify your highest-value collection pages by search volume and revenue potential, then write structured content for each: an introductory buying guide paragraph, a short FAQ section targeting question-based queries, and internal links to related collections. This content sits below or above the product grid and does not change the visual experience for shoppers.
We rewrite product titles, Shopify meta titles, and meta descriptions using keyword research specific to google.com.au. We preserve your brand naming where it has value and integrate search terms naturally. Every rewrite is checked against search intent: informational, navigational, or transactional.
We audit your Shopify filter setup, map the URL patterns being generated, and implement canonical tags or noindex directives on facet combinations that should not be indexed. Where certain facets (material type, size category) represent genuinely distinct buyer searches, we identify whether standalone filtered pages are worth indexing and ranking.
We implement Product schema across your catalogue: name, brand, price, currency, availability, and condition. For stores with reviews enabled, we implement AggregateRating schema so Google can display your star ratings in search results. We test markup in Google's Rich Results Test before going live.
We audit crawl budget usage, fix internal link structure, resolve duplicate content from URL parameter issues, and ensure your sitemap contains only indexable, canonical URLs. We check Search Console for crawl errors, coverage issues, and any manual actions.
We research the product queries in your category that Amazon AU does not rank well for: comparison queries, niche specification queries, Australian-specific product searches, and review-driven searches. These become the priority targets for both product and collection page optimisation.
We assist with Google Merchant Centre setup or audit for stores not yet using free product listings. Organic Shopping impressions are available to all Merchant Centre approved stores and are separate from paid Google Shopping campaigns.
Monthly reports track keyword rank movements on google.com.au, organic sessions and revenue by collection and product page, click-through rate by search query, and technical health. Each report includes a 30-day priority list.
/ What changes
/ How it works
We crawl your Shopify store, map indexation issues, identify faceted navigation problems, review your current rankings on google.com.au, and run a competitor keyword gap analysis against two to three direct competitors. You receive a written audit before any work begins.
We deliver a collection page priority list ranked by search volume and revenue opportunity, a product title rewrite queue, and a technical fix list. You approve this plan before execution starts.
We execute in priority order: technical fixes and canonical tags first, then product schema, then product title rewrites, then collection page content. Implementation files are formatted for Shopify's bulk editor or theme settings where possible.
Monthly reports cover google.com.au rank movements, organic traffic and revenue by page, CTR changes in Search Console, and technical health. We adjust priorities based on what ranking data shows is gaining or stalling.
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyOrganic search and Google Shopping are separate systems and can be worked on simultaneously. Google Shopping (paid) runs through Google Ads and needs a Merchant Centre product feed. Organic search requires on-page optimisation, schema, and content work. However, if your Merchant Centre feed is not set up for free product listings (unpaid Shopping), that is a quick win to address early — it requires no ongoing spend and surfaces your products in the Shopping tab for free. We address free listings as part of the technical setup, while organic content work runs in parallel.
Having the same products on Amazon AU and your Shopify store does not create a duplicate content penalty in the way website duplicates do. Amazon and your domain are separate sites. Google indexes both and ranks them independently. The risk is different: Amazon AU's domain authority means it often outranks your Shopify store for the same product. The response to this is not to remove from Amazon, but to build Shopify SEO for the queries Amazon does not rank well for — long-tail, niche, comparison, and advisory searches — while using Amazon for volume and brand discovery.
The correct approach depends on whether the product is permanently discontinued or temporarily out of stock. For temporary out-of-stock products, keep the page live, update the availability in your Product schema to "OutOfStock," and add a back-in-stock notification option. For permanently discontinued products, redirect the URL to the most relevant category page or a similar product. Deleting the URL and returning a 404 will eventually lose whatever ranking the page had accumulated.
Afterpay and Zip badges are rendered client-side via JavaScript and are not typically picked up as structured data by Googlebot. They do not add SEO value and do not cause penalties. From a conversion perspective, these badges provide social proof for price-sensitive buyers. From an SEO perspective, they are neutral. What does affect your product's appearance in search results is Product schema markup — price, availability, reviews — which is separate from any payment badge.
Collection pages and product pages serve different search intents and require different SEO approaches. Collection pages target category-level queries: "outdoor furniture Australia," "women's linen clothing." They need content that explains the category, answers buyer questions, and links internally to products. Product pages target specific product queries: "teak outdoor dining table 8 seater" or a product name plus specification. They need optimised titles, detailed product copy, structured data markup, and review signals. Both types of pages need SEO work, but collection pages typically deliver more traffic because they serve broader queries with higher search volume.
Start here
Ignited Nepal audits your Shopify store against google.com.au performance data, finds the collection page and product title gaps that are costing you organic traffic, and executes the fixes. Collection page content, product schema, faceted navigation resolution, and long-tail keyword targeting — in that order, on a clear timeline.
Ignited Nepal
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