Five examples of Shopify collection descriptions

You want to include a collection description on your collection page for collection SEO.

Just ~50 – 100+ words of content about the collection and products will help your visitors and Google understand what a collection is about as they browse.

Here are five examples of Shopify Collection Descriptions from stores on Shopify. These are collection descriptions from stores ‘in the wild’ to help you understand how other successful stores are approaching writing collection descriptions.

Each collection description is an excellent example of how to do this copywriting well.

I’ve included my commentary on what they’re doing well and what could be improved with each.

Example #1: Rogue Fitness Collection Descriptions

About this collection description

Rogue Fitness has excellent collection descriptions with rich content and strong internal linking.

Their example collection description for the Barbells collection is ~93 words long. It includes links to other pages, products, and collections on their site. They stuck the collection description at the bottom of the page, which isn’t terrible but signals that their priority is more SEO than customer experience.

Here’s the whole collection description

Example Rogue Fitness Collection Description

Rogue Weightlifting Barbells

Rogue is the leading developer of high-quality weightlifting barbells, from our trademark American-made Rogue Bar and Ohio Bar to technique barbells, women’s barbells, junior barbells, and more. We offer the widest variety of barbell coatings, from bare steel and stainless steel to zinc and chrome, and our newest offering, cerakote barbells. As seen in the catalog above, we also offer barbells from another top manufacturer, York. Choose any option above to learn more about it—including specs, customer reviews, and ordering information, or contact us with any specific barbell related questions.

This collection description is a good length (~100 words). That’s long enough to get them SEO benefits and not too long (to confuse Google).

love the amount of internal linking Rogue is doing here. In those 100 words, they’re linking over to:

  • Specific products (Rogue Bar, Ohio Bar)
  • Related collections (technique barbells, women’s barbells, junior barbells, cerakote barbells, bare steel barbells, stainless steel barbells)
  • Relevant pages (Contact Us)

This is a very well-done collection description. Rogue includes a lot of relevant content as well as high-value internal links for customers and Google. That helps Google know what pages to crawl next and improves their overall SEO architecture.

Example #2: BackJoy’s Collection Descriptions

About this collection description

BackJoy’s example collection description for the Posture Seats collection is ~40 words long.

Here’s the full collection description

Example BackJoy Collection Description

BackJoy posture support seats are a safe and effective way to relieve lower back pain and improve posture. Our back pain relief seats position your body in correct posture for all-day sitting comfort and posture support.

Wondering which seat is right for you?

This is a good collection description. It shares additional context about the collection and includes a call to action, which brings up a modal pop-up with more information. That said, there are ways this could be better. BackJoy could use the collection description to link:

  • Over to 1-2 related collections (like accessories)
  • Down to 1-2 products contained in this collection as a bit of a curated recommendation (’Check these out first’)
  • Out to a blog post they’ve written that talks about the benefits of posture seats

Additionally, their pop-up is OK, but the all-image content isn’t doing their SEO any favors. This would be better as content on a page on their site that they link to.

Example #3: 100% Pure Collection Descriptions

About this collection description

100% Pure’s example collection description for the Fruit-Dyed Natural Makeup collection is long! 79 words on the initial page load, 451 words long when you expand it.

Here’s the whole collection description

Example {Brand} Collection Description

When you need the best all natural cosmetics jam-packed with vitamins, minerals, and ethically sourced ingredients, you need 100% PURE™. Rather than robbing your skin of its essential nutrients and hydration, our line of fruit-dyed natural eye and face makeup is made with nourishing ingredients to help promote healthy, hydrated-looking skin while accentuating your natural features. Complete your clean beauty routine and give your all natural makeup a smooth, stunning surface to work on with our natural skincare products.


The Truth About “Natural”

We’re going to let you in on a little secret: not all natural makeup is created equal. Cosmetic companies will oftentimes slap the word “natural” to their pretty packaging with little repercussions, selling makeup that isn’t all that great for you. The good news? It’s fairly easy to tell what natural makeup is the real deal and what isn’t; all you need to do is look at the ingredients.

Faux-naturale cosmetics will often contain parabens, artificial pigments, silicones, PEGs, and talc. Parabens often contain synthetic estrogen compounds which can create hormonal changes in your body. Meanwhile, artificial dyes can be irritating to your skin or eyes, and talc (a key ingredient in blushes and powders) has been found to contain asbestos, a mineral silicate linked to serious respiratory problems!

Truly all natural makeup and cosmetics should never contain harmful ingredients. You can rest assured knowing that when you use 100% PURE™ non-toxic makeup, you’re getting the very best nature has to offer.

Natural Cosmetics You Can Trust

We make it easy to build a skincare routine that works best for you, with the potent natural ingredients sourced right from Mother Earth herself. After moisturizing with a natural face moisturizer, create a bright, hydrated canvas for a long-lasting flawless makeup application with our silicone-free face primer, a must-have for any beauty routine.

Next, apply antioxidant-rich face foundation free from artificial fragrances, chemical preservatives to create an even complexion. Cover up pesky pimples, age spots, and even tattoos with a nourishing concealer with anti-aging benefits.

Accentuating your natural features has never been easier (or cleaner) than with our Fruit Pigmented® makeup, including bronzers, blushes, highlighters, luminizers and natural eye makeup! While you’re at it, treat your lips to the TLC they deserve with an ultra-hydrating lipstick, gloss, or balm. If you plan on being in the sun, be sure to protect your skin from harmful UVA/UVB rays with natural sunscreen. At the end of a long day, treat yourself to one of our nutrient-rich natural face masks to simply and effectively wash away the day’s dirt and debris.

SHOP 100% PURE™ ALL NATURAL COSMETICS TODAY FOR THE TRIED AND TRUE NATURAL INGREDIENTS MAKEUP PRODUCTS YOUR SKIN WILL THANK YOU FOR.

This is an okay collection description. I like that 100% Pure:

  • Hides the longer content behind the ‘read more.’
  • Has an initial ‘short’ description that talks about the benefits of their fruit-dyed natural eye and face makeup
  • Includes internal links to collections and blog posts

What I don’t love is the length. This is a long collection description! And on top of that, the long content doesn’t share anything new, noteworthy, or valuable.

It’s hitting on more of the same points and starts to feel more like an article appended to the collection page than helpful content.

Example #4: Whispering Willow Soap Collection Descriptions

About this collection description

Whispering Willow’s example collection description for the Moisturizers collection is ~35 words long. This collection description is on the shorter side and communicates essential information (and secondary keywords) about the product

Here’s the collection description

Example Collection Description

Moisturizers

Your skin works so hard – doesn’t it deserve some love? We use organic oils, butters, and beeswax in our natural body oil, salve, and lip balm to keep your skin happy and healthy.

This collection description gets other relevant keywords into the page content. It helps introduce a new visitor to their collection (highlighting that they use organic oils, butters, and beeswax).

If I could make three changes, I’d:

  • Link the keywords like ‘natural body oil,’ ‘salve,’ and ‘lip balm’ to specific products they sell in that collection.
  • Include another ~15-25 words of content
  • Link to a relevant blog post about their moisturizers

Example #5: Antique Jewelry Mall Collection Descriptions

About this collection description

Antique Jewelry Mall’s example collection description for the Solitaire Engagement Rings collection is ~100 words long.

Here’s the full collection description

Example Collection Description

Solitaire Engagement Rings

What is a solitaire ring? A solitaire engagement ring is a ring with a single diamond or gemstone at the center of the ring, with no side diamonds or accent stones. Our vintage solitaire engagement rings collection features platinum, white gold, yellow gold, and rose gold solitaire diamond rings in estate and classic replica styles, and elegant fine colored stone solitaire engagement rings. A pure expression of true love, a single diamond engagement ring solitaire can be a round stone, a princess cut, or another shape. Solitaire ring styles range from traditional simple diamond solitaire rings to unique antique solitaire engagement rings with fancy hand engraving and fine details.

This collection description is good, but it’s overly SEO-optimized.

Instead of discussing the products in this collection and what makes them different and unique, this collection description focuses on answering a high-traffic informational search.

Some people here looking for information on “What is a solitaire ring?” will be in the mood to buy. But not everyone will be.

They could better use this collection space to talk about the solitaire engagement rings they sell while weaving in some of the secondary keywords included in the current description.

Either way, they’d benefit from including a few keyword-rich internal links from the collection description to specific products in the collection.

Would you like more examples of collection descriptions? Templates you can use to write your descriptions?

I’m working on a new product full of resources to help you write collection descriptions:

• Examples with commentary
• ‘Swipe copy’ you can use, adapt, and build on
• Templates you can fill in to write your collection descriptions

Email me if you’d like to know when this releases (and maybe get an early look at it).


Now that you’ve finished reading this chapter on collection SEO, you can:

Read the previous chapter

Shopify Collection Descriptions

Or you can jump to one of these reader-favorite chapters:

If you want help growing your Shopify store, I encourage you to check out my Shopify SEO + Growth services or get in touch and tell me about your store.

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