by Markus from Seßlach
Thu Feb 08, 2018 5:09 pm
Since I don't run an online shop, I'm possibly not that qualified to answer this, but I can try to look at this from the more generic SBI site owner perspective. It's just my opinion though, so it would be good if other site owners - especially those with an online shop - would add their experiences here.
By "categories / collections" you mean those within Shopify I guess? Ideally, I think the best option would be to use both of those keywords for a shop item if that is possible.
Both "category" and "collection" are pretty similar in meaning and primarily lend themselves more to the general / tier 2 keywords. Since this should let more people find your products, this is a good thing.
If you can add specific keywords or tags to single shop items, this would be a good place to add the related tier 3 keyword.
Without knowing more about the way Shopify works though, It's difficult to decide.
As for the competition aspect - don't worry about that.
Since you own both the shop (or at least your virtual "shelf" within the shop) and the website, you can use this to your advantage. You can link to specific shop items from your tier 3 pages where it makes sense, and also add links to those tier 3 pages in the description of your shop items (e.g. first listing the product description, followed by something like "If you would like to know why using <your product> for <...> is important, read this article: <link to your tier 3 page>").
Basically, you can lead random shop visitors over to your website (where they will hopefully stay a little longer after reading your article) in the same way that you can redirect them to your products from within your tier 3 pages.
In the end it does not really matter if a visitor found your site or your product using a link to the site or a link to the shop, as long as you can offer him/her what he/she needs and (hopefully) get a satisfied customer in the end.
Also, even if a keyword search does bring up links to one of your website pages and to a related shop item along each other, a visitor will either see what is what and make a decision based on current needs, or just click on both and maybe jump back to the search results if the first link did not lead to what that person was looking for. Usually, the text description will likely also be different for both items, which should make the selection easy enough.