Recently I wrote about where to focus your limited SEO resources: your product pages or your collection pages.
Nick Disabato of Draft wrote this in:
Product pages are also further down the funnel!
He's absolutely correct. I didn't even think about that.
If you focused your SEO on your product pages, those visitors are one click away from entering your sales funnel (click add to cart).
But if they came into your collection pages they'd still need another step before they can buy.
Unless you have a good reason to, it's better idea to have a customer end up on the specific product they want.
(You can also start remarketing ads for them using that specific product, which can be a very profitable way to catch people who aren't ready to buy yet)