Delivered a targeted Shopify SEO strategy to resolve critical duplicate content issues, resulting in organic traffic scaling from 247 to 7,700+ daily clicks.
A UK-based Shopify store specialising in divan beds approached us with a clear issue – despite having a solid technical foundation and well-structured website, their category pages were not ranking.
The site suffered from heavy duplicate content across all divan bed categories, where identical products, images, and descriptions were repeated across pages such as King Size, Double, and Small Double. This prevented search engines from understanding which pages to rank for specific high-intent queries, severely limiting organic growth.
The client needed a clear SEO audit and growth strategy to fix these issues and unlock scalable traffic without rebuilding the site.
We audited the site’s technical foundation first. Crawlability, structure, and indexation were largely sound. This confirmed the main growth issue was not technical health, but either related to content relevance or authority.
The core issue identified was heavy duplication across divan bed category pages. The same products, images, and descriptions were repeated across multiple size-based categories. This made it difficult for search engines to understand which page should rank for specific queries.
We created a roadmap to make each category page more distinct. The goal was to improve relevance for high-intent searches such as king size divan bed and small double divan bed, while reducing internal competition.
We recommended adapting product pages based on the category path. Instead of sending users to the same generic product page, the site needed product content that reflected the size and context of the category visited.
We identified weak image optimisation across product and blog pages. File names, alt text, and titles were too generic. We recommended aligning image metadata with the target keywords of each page.
Several important trust pages were broken, including Delivery Information, Returns & Refunds, and Shipping Details. We flagged these as priorities because they affect both user trust and ecommerce performance.
Following the implementation of the strategy, organic traffic increased from approximately 247 daily clicks in April 2025 to a peak of over 7,700 daily clicks by March 2026.
Category pages that previously struggled to rank began gaining visibility for high-intent search terms such as king size divan bed and small double divan bed. By resolving duplicate content and aligning pages with search intent, the site moved from limited visibility to strong, scalable organic growth. The recommendations provided in the audit are now fully implemented and continue to drive consistent performance improvements.
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