Stage 1: Research, Structure and Strategy

Working closely with the Matchbox team, we conducted competitor and keyword research to define a scalable SEO framework. Together, we aligned on the site’s core identity as a kitchenware store, which informed the taxonomy and structure from the top down.

This ensured every category and collection reflected real customer search behaviour.

Stage 2: SEO Onsite Implementation

Our research showed customers frequently search using combinations such as category plus brand, or category plus range. While Shopify uses a flat collection structure, we needed to communicate hierarchy and relevance more clearly to search engines.

We created logical, indexable collection paths that mimicked a folder structure through the creation of a customisable Shopify app. This allowed us to efficiently scale new SEO entry points such as category and brand combinations.

Alongside this, we:

• Built new collections and indexable filters to open additional organic entry points
• Cleaned up heading structures to reinforce keyword targeting
• Replaced the previous filtering system to fix parameterised URLs
• Updated internal links to ensure clean, crawlable paths
• Added static sidebar links to support faster indexing and authority flow