1. Improve Site Quality
As we were involved in this website from the very beginning, we took some fairly radical steps to create a super high quality website.
The most notable was blocking products from being crawled.
If you think about it, Collection pages on Blindstyle are actually the “products”.
A wooden blinds is a wooden blind, they’re all the same thing:
The products are simply colour options or tape options, no different to variants on a single product.
On top of that, nobody really searches for their product names. After all, they're totally random and unique to the store.
And if you were to search for something like a white 50mm wooden blinds, well there’s several products fitting that keyword, so we’d rather the collection ranking instead.
So rather than adding hundreds of product pages to crawl and index, we decided to block them altogether and keep a super lean site structure.
We took a similar approach to the rest of the site, see all these filters:
None of these are crawlable, thanks to a few simple Robots.txt rules.
Same applies to tags, vendor collections, type collections, and other automated pages created by Shopify.
The end result is a super lean, high quality site.
2. Expand Bottom of Funnel
Onto the actual rankings and traffic potential, this is where the real magic happens.
Take a look at this mega menu:
Rather than just having 8 basic collections, we extrapolated those into every imaginable search path for these products.
Shop by blind types, colours, patterns, styles, rooms, sizes, features, and more. Some of these even stacked on top of each other e.g. white wooden blinds with tapes.
All in all we created 100+ collections to target the many keywords in this market.
Then we designed a beautiful mega menu to show all this (shown above).
And these user-friendly swatch type links to navigate through sub-collections and relevant collections:
This adds tens of thousands of potential visitors per month and a great user experience for finding and navigating the various styles and options.
3. Optimise Bottom of Funnel
Once all the right pages were in place, it was time to turn up the optimisation dial.
Note: this is an ongoing process.
There are major factors we’ve worked on which are performing great so far for such a new and low authority site.
The first is rather simple, optimising all the title tags and H2s.
A simple addition to every collection page was simply adding keyword modifiers like “buy”, “UK”, and “made to measure”. Keywords containing these terms add up to tens of thousands of monthly searches, so it makes sense to target them.
We also added detailed descriptions to the collections, for example:
And in some cases even included tables to add extra keywords:
You’ll also notice throughout these we’re constantly internally linking relevant collections.
Patterned Roller Blinds links to Floral Roller Blinds, Striped Roller Blinds, and Vintage Roller Blinds for example:
This is great for supporting the pages we’re internally linking to, as well as establishing clear topical structures i.e. showing a clear topic relationship between the different pages.