What content should I add to collection pages?
Published: June 08, 2026
Adding content to your collection pages is a great way to attract more traffic to them. They are often forgotten about pages when it comes to Shopify SEO.
A Shopify merchant was asking about how to structure that content with keyphrases:
Should this content just focus on one top level keyphrase?
The content below the product grid, how should this be structured i presume i should focus on some FAQ’s for that collection?
Think about your collection pages like any other page in your store when it comes to SEO.
- What's the point of the page?
- Why would someone end up here?
- What would help them move along to the next page?
Answering those questions for each collection page (and any other page) will tell you what you need the content to do.
For a collection page the main goal is to get a visitors to look at more details for a product. This includes letting them browse the collections' products, do brief comparisons, and sort/filter the products. Therefore the content should help guide them towards the products, often by highlighting the differences between the products. e.g. if your collection is Dog Food, then the content will touch on the different main ingredients or dietary needs.
The next question to answer is why would someone end up here. Perhaps they are browsing your store and drilling into the product categories. Perhaps this is a collection of discounted products and they are looking for a deal. Use this answer to figure out what context the visitor came with in their head. Extending the previous example, on a Dog Food collection you can assume they are buying food for a dog. If the collection was Hypoallergenic Dog Food though, you can assume the dog has food allergies so writing content about the ingredients would work best.
Finally, the third question will tell you where you should guide the visitor to go next. On collection pages, that's pretty easy as it'll be into a specific product. Ending your content with a general "Browse our products below" or the like is often all that's needed.
Once you've answered these three questions, figuring out what to do with the content becomes easy. Ask yourself, "does doing X help the point of the page, give them context about why they are here, or help them to the next page?"
Looking back at the specific questions from the merchant:
Should this content just focus on one top level keyphrase?
Does that top level keyphrase adequately describe the point of the page or give them the context needed? If so, great. Otherwise you probably want to use a different keyphrase, even if that phrase doesn't show up in SEO tools.
The content below the product grid, how should this be structured i presume i should focus on some FAQ’s for that collection?
Splitting the content doesn't change the purpose of the content. If you split the content to be above and then below the products, make the top content your most important content and get to the point. Use the bottom content to elaborate and expand on what's written.
FAQs can go wherever they make sense, just remember that they need to tie into the three questions. Don't just add FAQs because someone said you should, you should be able to defend their importance.
Remember, to Google there is no difference between a collection page, a blog post, or a regular page. They just see content and links and judge the pages based on what's on the page. Even product pages aren't seen that much differently, only that there is a product for sale on the page.
That's why these three questions also work on every single page in your store.
