Just Make More Collections: Is This Bad SEO Advice for Shopify?

You've seen the LinkedIn posts. Now, let's talk about what really builds authority for an online store.

If you're a Shopify store owner, you've probably seen it. A confident post from a marketing "guru" declaring that blogging is dead for e-commerce. Their new "secret" strategy? Just create dozens of keyword-optimized collection pages.

It sounds appealingly simple. But as an SEO consultant who has seen the real-world results of this approach, I can tell you that it's a deeply flawed strategy that often does more harm than good.

So, let's cut through the hype. In the age of smart search and AI, can you really build authority with collection pages alone, or is this just another piece of bad advice?

The Short Answer:

No, you cannot build real authority by just creating more collection pages. While well-optimized collections are vital for organizing your products, Google still rewards depth, expertise, and helpfulness. These are qualities best demonstrated through in-depth content like blog posts and guides. Relying only on collection pages is a recipe for creating "thin content" and getting lost in the search results.

The Flaw in the "More Collections is Better" Strategy

The core problem with this advice is that it misunderstands what a collection page is for. A collection page is a Browse tool. Its job is to display products clearly. It is not designed to answer a customer's deeper questions, solve their problems, or explain a complex topic.

When you create multiple, slightly different collections, you often run into two major issues:

1. Keyword Cannibalization: You end up with several pages competing for the same keywords, confusing Google and diluting your authority.
2. Thin Content: These pages rarely have enough unique, helpful content to be seen as a truly valuable resource by search engines. They often have 300-500 words on it.

Why Content is Still King (Even for E-commerce)

Google's goal is to provide its users with the best possible answer to their query. To do this, it looks for sites that demonstrate strong E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

Think of it this way: a collection page is like an aisle sign in a supermarket. It's helpful for pointing you in the right direction. But a well-written blog post is like talking to the expert butcher or baker in that aisle. It's the in-depth content that answers your specific questions, builds trust, and proves that this store is a true authority.

Simply adding more aisle signs (collections) will never replace the value of real expertise (content).

The Winning Strategy: Pillars and Clusters for Shopify

The most successful Shopify stores don't choose between collections or blog posts. They use them together in a powerful "Pillar and Cluster" model.

• Your Collection Pages are your "Pillars." These are the central hubs for your product categories (e.g., "Reusable Water Bottles"). They are optimized for Browse and buying.
• Your Blog Posts are your "Clusters." These are detailed articles that answer every possible question a customer might have about that topic. They link back to your pillar collection page, passing authority to it.

For example, your "Reusable Water Bottles" collection would be supported by blog posts like:

• "How to Choose the Best Reusable Water Bottle for Hiking"
• "Are Glass or Stainless Steel Water Bottles Better? A Comparison"
• "5 Easy Tips for Cleaning Your Water Bottle"

This structure creates a powerful web of content that proves your expertise beyond just selling a product.

Don't Just Sell, Solve.

The advice to "just make more collections" comes from a place of trying to trick the algorithm. My philosophy is the opposite. You don't need to trick Google; you need to earn its trust.

You do that by being the most helpful, comprehensive, and expert resource for your customers. A well-structured Shopify store uses collection pages to organize products and in-depth content like blog posts to solve problems. It's this combination of commerce and content that builds real, lasting authority.

How to Optimize Your Collection Page for Conversions

To turn your collection page into a conversion machine, you need to think of it as a dedicated sales page, not just a product gallery. Start with a strong, keyword-rich title and a short introductory paragraph that speaks directly to your customer's needs and guides them toward your products. Build trust and create an emotional connection by including your unique brand story, and answer their final, purchase-blocking questions with a concise, targeted FAQ. Finally, to build its authority and turn it into a true pillar page, you must send all your relevant blog posts to your collection page through strategic internal linking. This transforms your collection from a simple category into a powerful, high-intent landing page that guides customers to a confident purchase.

Your E-commerce Content Questions, Answered

So, how many collections do I need for a topic?

For most stores, the best approach is to have one main, comprehensive collection for each major product category. For example, it's better to have one "Water Bottle" collection with good filters than five slightly different, competing collections.

However, there is an advanced strategy where creating multiple collections for similar products can work. You can do this if each collection targets a completely different use case and a different type of customer.

For instance, a simple 'Bone SVG' could be in a 'Dog Lover Crafts' collection, but it could also be in a 'Halloween & Spooky Designs' collection. These two collections are not competing because they are for different customers with different goals.

The key is to be very careful about keyword cannibalization. Each collection must have a unique title, description, and target a distinct set of keywords to avoid confusing Google. It's a powerful strategy, but it requires a very clear plan.

But my competitor is just using collection pages and they rank!

This can happen, especially if they have a very high number of backlinks or a much older, more authoritative domain. However, this is not a sustainable strategy to emulate. A content-rich site built on expertise will almost always win in the long run.

Where should I start if I have no blog posts?

Start by thinking about your customers' biggest pre-purchase questions. What are the top 3-5 questions they ask before buying your product? Turn the answers to those questions into your first blog posts.

But I saw experts on LinkedIn saying that blog posts don't bring revenue, and I want revenue. I want to believe them.

That's a very common and completely understandable point of view. As a business owner, every activity you do must contribute to the bottom line, and you are right to be focused on revenue.

The statement "blog posts don't bring revenue" is a dangerous oversimplification. While it's true that a blog post doesn't have an "Add to Cart" button, it is a crucial part of the machine that leads to revenue.

Think of it this way:

• Your Collection Pages are your fishing net right beside the boat. They are perfectly designed to capture customers who are already there and ready to buy.
• Your Blog Posts are the burley trail you create in the water. They spread far and wide, answering questions and solving problems to attract a huge number of potential customers to your boat in the first place.

Without the blog posts, your high-converting collection page is invisible to a massive audience. A great blog builds trust, proves your expertise (E-E-A-T), and funnels qualified, high-intent traffic to the pages where the transactions happen. The LinkedIn experts who claim otherwise are often looking for a simplistic shortcut, but in the real world, a successful store needs both great products and great content working together.

Ready to Build a Powerful, Cohesive Website?

Fixing your internal linking and building a strategic content structure can feel overwhelming. If you'd rather have an expert handle it for you, my SEO Audit Service is the perfect place to start. We'll identify all your linking opportunities and create a clear roadmap for success.

For more honest advice, you can explore all the guides on my Small Business SEO Blog ›