We are in the process of moving our site onto Shopify from Woocommerce and i need some advice on content.
The products we sell are for home lighting, wall lights, ceiling lights etc.
We are going right back to basics with the content to update everything so i have listed a few questions below.
Collection pages we will have a short text content section at the top and then another content section below the product grid
Should this content just focus on one top level keyphrase? As some collections seem to have a few top level keywords and i don’t want to risk stuffing the content with keywords or diluting the focus on the top level phrases.
The content below the product grid, how should this be structured i presume i should focus on some FAQ’s for that collection? I also want to add some FAQ’s to the product pages in each collection so how would you advise i differentiate the 2 sets of FAQ’s ?
Meta titles and descriptions - Meta title do i use the full charachters available the reason i ask this is i have noticed looking at the competition on page one for top level phrases they do not use the full amount of available charachters for example quite a lot just have a meta title ‘Outdoor wall lights’ my understanding has always been to use the full title available? So can someone advise on the best struture for meta title and descriptions on colleciton pages please.
In my opinion you are pretty much right on not stuffing content too much on top. That is what almost every site follows except a few.
The top part has some key phrases that catch the attention of the users and then you can display other related content down at the bottom dividing the content as well as possible.
I have also seen some stores and clients go for no content at the top but rather just show the products in the collection. The last time I did this for someone, she sold phones mostly iphones so I believe she kind of went the right way because people don’t need anything catchy for an iPhone, ri8?? The products speaks for itself.
I hope this helps in some way possible to let you choose your plan.
Sounds like you’re asking for general design options, which should be your own preference of where and how you want to present the collection page.
For a FAQ section on the page, it really would depend on what the FAQ content is, and if you wnnt it to vary from collection to collection. Two general methods for that: collection templates and metafields.
Meta titles and descriptions are truncated if they go over a character amount displayable, and that amount varies depending on the device and ui.. So, while you should use up available space, it doesn’t do much good if most people only get the first bit and the rest is cut off. I’ve seen companies intentionally use a certain word count and then … in the description just so Google doesn’t truncate at a weird spot.
@Mungo2007 You’re thinking about this the right way
Top content (above the grid): Focus on one primary keyword/theme for that collection. Keep it concise and intent-driven. Supporting terms are fine, but avoid forcing multiple top-level phrases.
Bottom content (below the grid): This is perfect for supporting content FAQs, buying guidance, use cases, materials, installation tips, etc. These FAQs should answer category-level questions, not product-specific ones.
Product page FAQs: Keep these product-specific (dimensions, installation, bulb type, warranty). That’s the key differentiation.
Meta titles: You don’t need to max out characters. Clarity + intent > length. A clean title like “Outdoor Wall Lights | Brand” often performs better than a stuffed one.
Meta descriptions: Use them to improve CTR benefits, use cases, or USPs matter more than exact length.
Structure + intent first, then SEO not the other way around.
Thanks for all the repliesa guys and thank you @wirtfield for such a detailed answer this really gives me some clear guidance.
One other question the content after the product list how would you advise this is structured. Obviously i don’t want just a long content block should i use an accordion format for the collection FAQ’s or is there a better way to show these?
I have content on the exsiting website that i can use am i ok to use AI to regenerate this content to improve it or should it all be written from scratch with Google penalize me to for AI content.
Hey @Mungo2007! Yes, you’re absolutely fine to use AI. Google does not penalize AI-generated content — it cares about quality and usefulness, not how the content is created.
You can use Shopify SEO / AI content apps, but most of them are paid and fairly limited. A common approach is to rewrite and improve your existing content using free AI tools like ChatGPT, Gemini, Claude, etc., then manually review and upload the content into Shopify. Hope that helps!
I need some feedback if possible please, i have constructed a test collection page with content and FAQs added and i could really use some feedback to tell me if i am on the right lines with this. Don’t hold back tell me what you think!
I have attached screenshots of what i have done (site not live yet)
The main top level keyword is indoor wall lights and i have used the supporting top level keywords as below 1 each in the FAQ content, the content block at the top only focuses on the top level indoor wall lights phrase.
secondary keywords
Interior wall light - used once
inside wall lamp - used once
indoor wall lamp - used once
The FAQs i have tried to use more general questions related to indoor wall lights as i also plan to add collection specific FAQs to the individual product pages to deal with some of the other more specific FAQs
Do you all think i am on the right track or do i need to make some changes to this?
Is the layout ok?
Should i have the FAQs all closed as it is set as a default to have the first FAQ open?
Is the content ok?
Is the top level keyword density and secondary keyword mentions ok?
If I were rebuilding the site, I’d keep it simple:
Collection pages: Focus on one primary keyword per collection, then naturally include related terms. Avoid trying to optimize one page for multiple main keywords.
Content below the product grid: FAQs are a great choice. Keep them collection-specific (e.g. How to choose outdoor wall lights?), while product page FAQs should answer questions about that specific product (installation, dimensions, compatibility, etc.).
Meta titles: Don’t feel like you have to use every available character. Prioritize a clear, compelling title with your primary keyword near the beginning. A shorter, relevant title often performs just as well as a longer one.
Since you’re migrating from WooCommerce, I’d also make sure to audit redirects, metadata, and structured data after the move to avoid losing SEO value. Tools like SearchPie: SEO, Speed & Schema can make it much easier to check these technical SEO elements once your Shopify store is live.
