In 2025 the Springrates collection pages lost ground in Google. The brand pages moved up and down from week to week. The store sat around position 36 for "coilovers". Organic revenue for July to September 2025 was US$36,780, well under what the store had done before.
Drivers search in a very specific way. They type the brand, the part and often the car, like "Tein coilovers" or "326 Power". A parts store needs a page that matches each of those searches, or the click goes somewhere else.
The opportunity was clear:
Get the category and brand collections back onto page 1 for searches like "lowering springs", "coilovers" and "Tein coilovers".
We went after the searches people make when they're ready to buy suspension parts. Each one was mapped to a collection page.
In September 2025 we refreshed the copy on the two biggest category pages, coilovers and lowering springs, along with brand and vehicle pages like Swift Springs, RS-R and Nissan 370Z coilovers.
"Lowering springs" went from position 9.7 to 4.1. "Coilovers" went from 36 to 13.5 (Search Console averages, year on year).
Drivers search by brand, so every brand needs a page that ranks. We wrote long-form content and FAQs for the brand collections in rounds through 2025 and 2026.
Eibach, Belltech, Megan Racing, H&R and Bilstein came first, along with vehicle pages for the Toyota GR86, Honda Civic and Ford Focus. Then Stance Parts, 326 Power, SPL Parts and MTS Technik. FAQs went onto Tein, Swift Springs, Silvers and Eibach. Another 11 brand pages went up in June 2026.
"Tein coilovers" went from position 19.6 to 6.4. "326 Power" went from 9.2 to 3.4. In Ahrefs, "Ohlins coilovers" went from 18 to 4 between April and July 2026, and "Moton" from 8 to 1 between July and September.
Some collections were competing with each other. 326 Power, for example, had separate coilover and spring collections chasing the same brand search. We pointed the canonicals on those pages back to the core brand page and reviewed the redundant collections.
In July 2026 we blocked the currency and sort URLs in robots.txt, so Google spends its time on the pages that matter. Internal links were added to point at the target collections. More on URLs and internal linking in Shopify.
In a parts store, the collection pages carry the rankings. When they slip, revenue goes with them. When they come back, so does revenue.
Every brand you stock is a search. Give each one a page worth ranking, with FAQs that answer what buyers ask before they spend.
When two pages chase the same search, they split the result. Pick one and point the other at it.
Final word
For Springrates, this was a turnaround. A year after the collection pages dropped, organic search was bringing in two and a half times the revenue.
Running a big catalog on Shopify Plus? Here's how we do Shopify Plus SEO.
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