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About the Project

A leading UK retailer with a catalogue of over 15,000 products approached me to improve their organic search performance.


The client had a vast product range but lacked visibility for long-tail search terms due to Shopify’s limited native filtering and indexing capabilities so we got started on developing a facet navigation.

My Process

The Challenge:

Shopify’s default filtering system doesn’t create by default indexable URLs for filter combinations. This meant the client was missing out on significant organic search opportunities for specific product attributes such as colour, size, or style — all common long-tail search queries.


My Approach: Building a Facet Navigation System

To solve this, I developed a custom facet navigation solution that allowed us to:

  • Create Indexable Filtered Collection Pages:
    Each filter combination (e.g., "Men’s Jackets in Black, Size Large") generated a clean, SEO-friendly URL structure.

  • Target Long-Tail Keywords:
    These new collection pages were fully optimised to target highly specific search queries with clear search intent.

  • Avoid Duplicate Content & Crawl Issues:
    Canonical tags, crawl directives, and proper hierarchy were implemented to ensure clean indexation without bloating the site structure.

    Implementation Process:

  1. Technical Audit & Platform Review:
    Identified Shopify’s filter limitations and assessed the client's product taxonomy

  2. Keyword Research & Opportunity Mapping:
    Carried out long-tail keyword research to identify high-intent search terms related to product attributes.

  3. Custom URL Parameter Handling:
    Developed a bespoke URL structure and filtering logic that allowed filter combinations to be indexed where relevant.

  4. On-Page Optimisation:
    Optimised each facet page with unique titles, meta descriptions, and supporting content relevant to the filter combination.

  5. Internal Linking & Breadcrumbs:
    Enhanced internal linking to ensure new facet pages were discoverable and supported by relevant category pages.

  6. Ongoing Monitoring & Indexation Management:
    Regularly monitored crawl activity, indexation status, and organic performance of the facet pages to ensure continued SEO value without creating thin or duplicate content.

Results:

  • Indexed over 500+ new collection pages targeting long-tail search terms.

  • Significant uplift in organic traffic to product and collection pages.

  • Increased visibility for high-converting, low-competition keywords.

  • Reduced reliance on paid search by capturing long-tail demand organically.

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Every Agency is Different.

I’m Adaptable.

I was previously Head of Search at Halfords Group PLC and Amazon Co-Author of "Mastering In-House SEO." With over a decade in organic search, I specialize in elevating eCommerce brands through proven SEO strategies. My expertise lies in technical SEO and crafting bespoke solutions for DTC brands on Shopify, enhancing sales and visibility in a competitive digital landscape.


Based in Stratford-upon-Avon, I offer consultancy services to Heads of eCommerce and CMOs in the UK and the US. My approach includes technical SEO auditing, website migrations, and in-depth strategy development tailored to eCommerce.

I’ve partnered with prestigious brands like Halfords, Les Mills, Air New Zealand, Nestle, Soak.com, and Finning, leading significant international SEO projects and complex migrations. I seamlessly integrate with your team, driving tangible growth in revenue, traffic, and keyword visibility. Let’s connect to unlock the full potential of your online presence.


Kevin is our go-to person for advanced technical SEO requirements. I have personally worked with Kevin on several projects in the past decade and he always provides valuable advice that produces results. I highly recommend Kevin for tech SEO roles, hes one of the best out there!

Ari Pournaras - Big Pond Digital

Kevin is our go-to person for advanced technical SEO requirements. I have personally worked with Kevin on several projects in the past decade and he always provides valuable advice that produces results. I highly recommend Kevin for tech SEO roles, hes one of the best out there!

Ari Pournaras - Big Pond Digital

Achievements

In the first three months of the campaign:


Organic traffic increased by +37%, delivering an additional 19,023 clicks.

Total revenue improved by +136% year-on-year, reaching £275,590.

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Kev Wiles © 2024 - Stratford upon Avon, Warwickshire, UK