Ecommerce SEO for a Fashion Retailer on Contentful
Fashion ecommerce SEO case study: rebuilt a Contentful-powered retailer around category + collection intent to lift organic revenue.
North & Ivy
A Los Angeles based fashion retailer running a headless Contentful stack. Strong brand and product photography, weak organic performance on category and collection pages.
Industry
Fashion Retailer on Contentful
Focus
E-commerce & Retail SEO
The Challenge
Contentful was set up for editorial flexibility, not SEO - category pages had no unique content model, faceted URLs were being indexed, and internal linking was minimal.
North & Ivy
Product pages ranked, but the higher-value category and collection pages didn't.
The Strategy
Rebuilt the Contentful content model
Added structured fields for category intros, buying guides, size/fit guidance, and FAQs, so category pages had defensible content, not just a grid of products.
Fixed the faceted navigation
Set clear rules for which filter combinations should be indexed vs canonicalised so the site stopped competing with itself.
Shipped seasonal collection pages
Built a repeatable collection-page template for seasonal drops so each launch had a real SEO surface, not just a homepage banner.
Tightened category-to-product linking
Rebuilt the internal link graph so category pages actively passed authority to the best-converting products, not just the newest ones.
Old category page
North & Ivy
- —Product grid only
- —No intro copy
- —No fit / size guidance
- —Faceted URLs indexed
New category page
North & Ivy
- ✓Category intro + buying guide
- ✓Fit and size guidance block
- ✓FAQ + editor's picks
- ✓Indexation rules on facets
Category page rebuild - ILLUSTRATIVE Contentful category template rebuilt from grid-only to defensible content.
Indexing every filter combination almost buried the money pages.
The initial Contentful setup let every filter permutation be indexed. Google spent crawl budget on near-duplicate pages instead of the money pages, and category rankings actually got worse for two weeks. I locked down the faceted indexing rules and category-page rankings started moving.
Organic is now a real channel for us, not a rounding error next to paid. It changed how we plan seasonal drops.
Client name changed for privacy.
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What happens next
Typical engagement: 4-6 months. First deliverable in week 1: a full ecommerce SEO audit (category / collection / product / technical) with a prioritised revenue-impact plan.