Example playbook — not a customer case
A Shopify catalogue
A practical scenario showing how to organise the work. No named customer, measured result or guaranteed uplift is claimed.
The starting challenge
A store can contain many URLs without providing many genuinely different answers. Collections, filters, variants, and discontinued products need deliberate treatment. Shopify supplies useful built-in SEO behaviour, but merchandising and content decisions still require attention.
A sensible first work cycle
- Map customer shopping needs to a manageable collection structure. Give important collections meaningful introductions and useful navigation rather than creating nearly identical collections for every wording variation.
- Improve priority product pages with accurate specifications, options, delivery information, relevant images, and answers to real buying questions. Keep titles and descriptions aligned with what the customer will actually find.
- Review the live storefront's canonical and indexing behaviour across product, collection, variant, and filter URLs. Check the automatically generated sitemap and submit the appropriate version in a verified Search Console property.
- Plan changes for unavailable and replaced products. Preserve helpful information where appropriate, redirect only to genuinely relevant alternatives, and update internal links when products or collections are retired.
Evidence to review before scaling
- Organic revenue and purchases by landing-page type
- Indexability of important products and collections
- Broken links to unavailable or retired products
What would make the plan change?
A discovery issue, a mismatch between search intent and the page, unreliable measurement or an implementation dependency can change the order of work. Keep a record of assumptions, verify each change and agree on a review point before extending the scope.
Use this as a planning example. A real engagement needs your website, market, data and an agreed scope.
Your next move starts here
Make search a more useful part of your growth.
Start with your website. Leave with a clearer picture of what to improve, what to measure and where to focus next.