How Lululemon's Single-Page Approach to Colors Costs Sales

You won't find lululemon ranking at the top of Google for "blue yoga shorts" - or "purple yoga shorts", "pink yoga shorts", or "printed yoga shorts".

Out of the 14 colors of yoga shorts Lululemon sells, none rank at the top of Google's search results.

Despite having a filter option for each color, Lululemon doesn't make the color-filtered pages available to Google to include in its search results.

In other words: missing colors, missing sales.

How Lululemon Could Cash In on Color

Several SEO tactics could help Google see the rainbow.

First, the canonical link tag on the color-filtered yoga shorts page should point to itself - the color-filtered page - rather than the non-filtered page.

On the blue yoga shorts page, for example, it should look like this:

Next, the H1 text on the color-filtered page should include the color.

Each product title should include the color.

The alt attributes of each product's image should contain the color as well.

Same idea with the title tag of the page, which is the blue link Google shows in search results. Add the color here:

Opening up color-filtered pages to be indexed by Google and optimizing the content on these pages to include more mentions of the color is fundamental to rank for "{{color}} yoga shorts".

The next step, not covered in this article, is improving the internal links to these newly indexed color-filtered pages.

If you work at Lululemon (Luke Monaghan 👋) - or another ecommerce site - and want to improve your rankings on Google for the colors of the products you sell, reach out to me here on LinkedIn or via contact form here.