Question 1

How did a puzzle brand grow organic revenue 747% in five months?

Accepted Answer

Four-part strategy: technical foundation in 72 hours (robots.txt no-indexing of tag pages, canonical fixes for pagination, schema, broken links); collection page optimization workflow applied to existing three collections — within one week, dozens of new keyword positions appeared; publishing and reoptimizing seven completed but unpublished collections the previous agency had built but never launched; and building 35 new long-tail transactional collection pages in two to three days targeting seasonal (Christmas puzzles, Thanksgiving puzzles), occasion-specific (wedding anniversary puzzles, birthday puzzles, graduation puzzles), and seasonal (summer, fall, winter, spring) keywords. Combined: 45 collection pages targeting low-competition transactional keywords, producing 195 money page keywords on page one and a 3.2% conversion rate.

Question 2

Why did two previous SEO agencies fail this brand after two years and $100K+?

Accepted Answer

Three failure modes: they built only three collections and targeted overly competitive keywords those collections couldn't rank for; they wrote 12 blog posts of unedited AI content that had a few clicks each month but drove no revenue; and they were primarily technically focused, spending time on SEO audits while ignoring the creative collection page expansion that actually drives revenue. One agency even built seven additional collections but never published them. The brand never cleared more than $1,500/month in organic revenue across two years.

Question 3

What is wrong with targeting a keyword like 'wedding anniversary gifts' for a puzzle collection page?

Accepted Answer

Broad gift keywords return listicles featuring many different product types — jewelry, vacations, clothing, and more. A single-product collection page for puzzles cannot rank in the top three spots for 'wedding anniversary gifts.' The right keyword was 'wedding anniversary puzzles' — approximately 40 monthly searches but extremely low competition and high purchase intent. After swapping the keyword and reoptimizing the meta title, H1, and copy, the collection ranked at position five almost immediately and began generating sales.

Question 4

Why do seasonal and occasion-specific collection pages convert at higher rates?

Accepted Answer

Seasonal and occasion-specific searches carry higher purchase intent than generic product searches. Someone searching 'Christmas puzzle' in December is likely actively trying to buy a gift for a specific occasion — they have a reason to buy now. A generic 'jigsaw puzzle' search could be casual browsing. The occasion specificity filters out browsers and surfaces buyers. This brand reached a 3.2% conversion rate on entirely non-branded keyword traffic — a strong result, with most non-branded product searches converting at 1–2%.

Question 5

What collection page structure worked for the puzzle brand?

Accepted Answer

45 total collection pages organized into four categories: occasions (wedding anniversary puzzles, birthday puzzles, graduation puzzles); holidays (Christmas puzzles, Thanksgiving puzzles, 4th of July puzzles); seasons (summer puzzles, fall puzzles, winter puzzles, spring puzzles); and SKU-specific pages for the brand's four puzzle sizes. Each collection targeted a distinct long-tail transactional keyword with lower competition than the head terms the previous agencies had chased.

Question 6

How long should collection page copy be on Shopify?

Accepted Answer

Under 1,000 words — closer to 800 is ideal. The previous agency's collections had 2,000+ words of unedited AI content. Longer collection page copy is not better. What matters is that the target keyword appears in the meta title, H1, and first sentence; the copy is clean and human-readable (not AI-generated without editing); and the copy is enriched with specific queries and keywords identified from Search Console data.

747% Organic Revenue Growth in 5 Months: The Puzzle Brand Case Study

The Starting Point and the Two-Year Failure

Technical Foundation in 72 Hours

Collection Page Optimization Workflow

The Seven Hidden Collections

35 New Collection Pages in Two to Three Days

What the Previous Agencies Got Wrong

Frequently Asked Questions

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I Increased This Brands Organic Revenue by 747% with Shopify SEO, Here's How (eCommerce SEO)