SEO content - Search Engine Optimisation
SEO content for e-commerce that targets the buying question, not the search volume.
Most online store content gets written because something needed to be there. A category text at the bottom of the page nobody reads, a blog on a topic with lots of search volume and no buying intent. We flip that around and start with the question your customers get stuck on right before they order.
The problem
Content is the part that swallows the most money and time, and the part least often checked for whether it actually did anything.
- Category copy is written for Google, not the customer, so it sits at the bottom and convinces nobody.
- The blog schedule follows search volume, which attracts articles read by people who'll never buy anything.
- Product descriptions come straight from the supplier, just like the ten competitors selling the same product.
- New content keeps getting added, but old pages that slip down never get updated.
The opportunity
Content that genuinely finishes a buying question does two things at once. It attracts visitors who are close to a purchase, and it gives AI search engines the facts they need to cite you: specifications, comparisons, prices and clear answers. On top of that, your search terms report from Google Ads shows within weeks which questions actually lead to revenue. That list makes a better content calendar than any keyword tool, so that's exactly how we use it.
Our approach
How we approach your content.
With our own editorial team and smart automation for the groundwork. A human always goes over it before anything goes live.
Keyword research with buying intent
What your customers type in, and increasingly what they ask an AI, sorted by how close they are to a purchase rather than by volume.
Category and filter pages
The pages where the money gets made. Copy that helps people choose at the top instead of filling space at the bottom, with the questions customers ask right before ordering built in.
Buying guides and comparisons
Content that finishes the question, with the specifications and prices needed to get cited. This is the type of page that keeps rendering for years.
Product descriptions
Our own copy instead of the supplier feed, so you're not running the same page as every other store selling this product.
Updating existing content
Revisiting pages that get impressions without clicks, or that are slipping. That almost always delivers faster results than writing something new.
Guarding brand voice
Our SEO specialist checks whether it sounds like your store. Content that reads like a language model does your brand more harm than it does your ranking good.
In the Growth System
Stage 04: where the search data comes back.
Content is where the flywheel from the Growth System becomes most visible. The search terms that generate revenue in stage 03 determine what we write about, and the pages that come out of it are the same pages your ad traffic lands on. Google even has its own report that puts paid and organic traffic side by side.
View the full Growth System- 01 Measure
- 02 Discover
- 03 Attract
- 04 Get found
- 05 Scale
Frequently asked questions
What clients usually ask.
Missing a question? Email or call us, the lines are short here.
Do you write the copy yourselves, or does AI do it?
We use automation for the groundwork: research, structures, first drafts. Writing and final editing is done by people, because a text that reads like a language model gets recognised by your customer just as easily as by Google. Nothing goes live without someone having looked at it.
How much content do I need per month?
Less and better beats a fixed quota. For most stores, the first wins aren't in new articles but in the category pages that already exist. What's needed comes out of the analysis, not out of a package.
Do you work with my own copywriter?
Fine by us. We supply the briefs, the keywords and the structure, and your team writes. We review the final version so the SEO side holds up.
How long before an article does anything?
Expect a few months before a new page finds its place, and longer in competitive categories. Updating existing pages usually moves faster, because Google already knows them. That's why we usually start there.
Does content also help with ChatGPT and AI Overviews?
Yes, and that's one reason to build facts into it. An AI needs specifications, comparisons and clear answers to be able to cite you. There are no guarantees, but this is the type of content that improves the odds. More on that on the GEO page.
Your search terms report is the best content plan you've got.
In the growth session, we put your Search Console and your search terms side by side, and you'll see straight away which questions you've got nothing written on yet.
Reply within 24 hours on working days