The Blink SEO Blog

Our blog is where we explore the deeper challenges of Shopify SEO, paid media, and digital strategy. We share practical insights from real client work, experiments, and the Blink team’s own tools.

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What are related collections (and why do they matter)?

What are related collections (and why do they matter)?

When building a user-friendly e-commerce site, especially on platforms like Shopify, the challenge of organising products effectively is both an art and a science. One of our favourite methods for this is related collections.

Andy Russell Andy Russell
4 min read
Understanding the Shopify Product Type field

Understanding the Shopify Product Type field

In Shopify, the product type field is a plain-text label used to categorise your inventory. While it might seem like a minor detail, it acts as a primary link between your store and your marketing channels. When we talk about a point of truth, we mean that by configuring this correctly...

Lauren Harris Lauren Harris
4 min read
Metafields vs. tags - a Shopify taxonomy guide

Metafields vs. tags - a Shopify taxonomy guide

It’s a random Monday. You’ve got 300 new products to upload, a supplier spreadsheet that doesn't match your store, and a looming sense of dread. You start tagging. “Leather”... or was it “leather”? Maybe “material_leather”? You scroll through the tag list and realise all three already exist -and no one...

Lauren Harris Lauren Harris
3 min read
The future of Shopify SEO/GEO: Our strategy for AI search

The future of Shopify SEO/GEO: Our strategy for AI search

It might not look like it, but AI discovery is still in an experimental phase. In the tiny bubble of technical marketing we live in, it seems like we’ve been thinking and talking about this forever. With all of this going on, it’s hard not to let the mountain of...

Sam Wright Sam Wright
14 min read
Our approach to international expansion

Our approach to international expansion

International expansion can be an amazing opportunity, but only when it is given the substantial time, effort, and focus it requires. In this article, we explore the architectural and operational challenges of scaling a Shopify brand into new territories. A lot of what we discuss here sits outside of standard...

Sam Wright Sam Wright
8 min read
Managing leadership changes: Our re-onboarding protocol

Managing leadership changes: Our re-onboarding protocol

In long-term Shopify SEO and PPC campaigns, consistency is key. However, people change jobs. Whether a Head of eCommerce leaves or a new Marketing Manager starts, these shifts can create a gap in knowledge. When a new lead joins mid-project, we use a re-onboarding phase. This keeps the project moving...

Lauren Harris Lauren Harris
2 min read
The cost of Shopify SEO

The cost of Shopify SEO

We are open about our pricing. For a Shopify store with a large product catalogue and a turnover of £5 million plus, our fees for the initial phase of an engagement - which typically spans six months - range between £4,000 and £10,000 per month. These figures are the most...

James Macnamara James Macnamara
5 min read
The 8 reasons why Shopify SEO projects fail

The 8 reasons why Shopify SEO projects fail

We’ve been in the world of Shopify SEO for a long time. Over the years, we have seen hundreds of stores thrive, and just as many plateau despite their best efforts. If there is one thing we have learned, it is this: success is conditional. It isn’t just a byproduct...

Sam Wright Sam Wright
15 min read
The 20% rule: Benchmarking organic revenue for Shopify stores

The 20% rule: Benchmarking organic revenue for Shopify stores

One of the most common questions we get during forecasting or agency audits is simple: "What percentage of my revenue should actually be coming from organic search?" If you ask the broader industry, the answer is almost always: "It depends." And if you are a generalist agency working with everyone...

Sam Wright Sam Wright
5 min read
Understanding incrementality - and why it matters for Shopify SEO and PPC campaigns

Understanding incrementality - and why it matters for Shopify SEO and PPC campaigns

In the weekly trading meetings of many Shopify brands, there is often a discrepancy. If you sum the revenue reported by your paid media agency, your SEO team, and your email flows, the total often exceeds your actual bankable revenue. This gap exists because most brands measure channel performance, not...

Sam Wright Sam Wright
5 min read
Shopify Editions Winter ‘26 - what does it mean for SEO, PPC, and product discovery?

Shopify Editions Winter ‘26 - what does it mean for SEO, PPC, and product discovery?

Shopify’s Winter ’26 Editions has created quite a stir with its heavy focus on AI, confirming exactly why we’ve been obsessing over data granularity. It’s an incredibly exciting update that validates our strategy, even if we need to temper the immediate hype with a look at the operational reality.  

Sam Wright Sam Wright
5 min read
When to tell us about theme changes

When to tell us about theme changes

A lot of our SEO work lives inside your Shopify theme. It isn’t just meta tags or headings – it’s the structure of your product and collection templates, and a library of reusable components built by our senior developer, Andy Russell. These components connect directly to our tooling – Macaroni...

Lauren Harris Lauren Harris
6 min read