Sample project: illustrative, not an actual client result
An apparel store buried under its own filters
A direct-to-consumer clothing brand on Shopify, with a growing catalog and a collection structure that had grown faster than anyone planned.
Direct-to-consumer apparel
The challenge
Every combination of size, color and fit filter creates a URL search engines can crawl. Products also sit under several collection paths. The result: thousands of near-identical pages competing with the handful of collection pages that should rank, and crawl time spent on pages nobody searches for.
How we’d approach it
- 01Crawl the full store and map every URL pattern the filters and collections create.
- 02Decide which filter combinations match real searches (“women’s linen trousers” might; “size 8, beige, relaxed fit” probably doesn’t) and give those proper, indexable pages.
- 03Handle the rest with canonicals, noindex and crawl rules, chosen pattern by pattern.
- 04Point internal links at the canonical product URLs, not the collection-nested ones.
- 05Rewrite copy on the priority collections and products so they have something to rank with.
Deliverables
- · Crawl audit of URL patterns
- · Canonical and faceted navigation plan
- · Redirect map for retired collections
- · Theme template fixes
- · Content calendar for collection and product copy
What we’d measure
- · Organic sessions to collection pages
- · Indexed pages against pages we want indexed
- · Share of product and collection templates passing Core Web Vitals
We’d set the baseline in week one and report against it monthly. No figures are shown here because this isn’t a real client.
Services involved
E-commerce SEO · Technical SEO · Content marketing & copywriting