SEO BEST PRACTICE: Variants V individual product listings.

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Tourist
3 0 1

Hey Guys.

I think I know the answer to this one but I am just wanting to confrim so I dont go down the wrong path for SEO & ultimately PPC.

I have products that are basically the same apart from sizes or minor details. Am I better off just running them as vairants or as individual product listings. I believe variants to be the right option unless I am going to make totally unique content for each option.

My only argument for individual is that I can use it to create internal linking, but Im lead to believe that is not a huge plus for SEO.

Is there any other disadvantages, SEO or just shopify in general, to running variants over individual products?

Thanks
Troy

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Shopify Expert
24 0 3

Your first priority should be conversion and user satisfaction. Stick with variants because they work better for you and your users. 

Ronen Amit, Inbound Marketing for eCommerce Growth
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Tourist
3 0 1

Ronan.

You make a fair point. Thanks for that. 

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Shopify Expert
240 0 38

The internal linking argument does not work.

It is better to focus links on one page than split them over several. E.g. if a page links to 5 variants of a product, each variant gets 1/5th of the PageRank. So each page does worse. If you have one product it gets all the PageRank and does better overral.

Google tends to identify near duplicate pages and either ignores them or canonicalises them into the one page they think is the official one. 

So my opinion, stick to the one product page.

Technical SEO Consultant - Specialising in setting up Structured Data for Rich Snippets, Google Analytics for advanced reports and the Google Search Console for efficient crawling.
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