What’s inside
A preview of the checklist
Collection pages earn most of the non-branded revenue on a jewelry store, and most of them are built for browsing, not for search. This checklist is the one our team runs on every category and product template before writing copy. Work through it with your developer and you will know which pages Google can rank, which ones compete with each other and which ones need content.
01
Targeting and titles
- One collection per buying search: engagement rings, oval engagement rings and 2 carat engagement rings each get their own page
- Title tag leads with the search term and adds one qualifier buyers use (lab-grown, 14k, under $2,000)
- H1 matches the collection name buyers search for, not a campaign name
- No two collections target the same head term
02
Filters, tags and canonicals
- Filter and sort parameters are not indexable unless a filter has its own search demand
- Shopify tag pages and /collections/all are noindexed or redirected
- Product URLs resolve to /products/ only, with collection-scoped paths canonicalized
- Paginated pages self-canonicalize and stay crawlable
03
Copy that answers buying questions
- Intro of 60 to 120 words above the grid that names metals, stones and price range
- Buying-guide block below the grid covering the three questions buyers ask most
- Supplier descriptions replaced on best-selling products
- Certificates, return terms and resizing policy visible near the grid
04
Internal links and schema
- Every collection reachable within three clicks of the home page
- Sibling collections linked by shape, metal or style
- Product and Offer schema valid on every product page, with price and availability matching the Merchant Center feed
- BreadcrumbList schema on collections and products
More downloads