Industries · Buy online
SEO and content for online stores, starting with the category pages that carry the traffic
Stores win search on category pages and buying guides, not on the homepage, and most stores have thin copy on both. We rewrite the categories for the terms shoppers use, write the guides that catch them a week before they buy, and publish the seasonal pages early enough to rank.
Nearest case study: Solevant, a review site: a software review site went from 100 to 3,500 monthly visits by auditing and refreshing what it already had.
The three things content for an online store has to get right
In the order shoppers meet them.
Fix the categories
Category copy, titles and internal links for the terms shoppers use, which are rarely the catalogue names.
Bring shoppers early
Buying guides and comparisons that catch people a week before they buy, linked into the categories.
Be ready for the season
Gift and seasonal collections published eight to twelve weeks before they are searched.
Intro and footer copy, titles, filters that do not create duplicates.
- Category pages
Brief, scope, timeline, photos, numbers, with the building type in the title.
- Product descriptions
Templates for volume, custom copy for the products with margin.
- Buying guides
“Best X for Y” and “how to choose” pieces that feed categories.
- Comparison pages
Model versus model for the products people weigh up.
- Seasonal collections
Gifting and seasonal pages, published early.
- Delivery, returns and trust pages
The pages shoppers check before paying.
Details that matter in this industry
Store SEO is mostly structure: one category page per shopper term, faceted navigation that does not spawn thousands of duplicate URLs, product schema so prices and stock show in results, and internal links from guides to categories. The technical audit covers all of it in month one.
Solevant, a software review site, shows what a content audit and refreshes do on a large catalogue of pages: 100 to 3,500 monthly visits in four months and 6,000 ranking keywords from 674, before any new link building. The same audit-first approach is where store work starts. Foundation fits most stores; Growth adds links and the guide volume a larger catalogue needs.
What content and SEO for an online store costs
The retainer that usually fits is Foundation, which runs $1,500 to $2,500 a month for clients invoiced in dollars. Where you land inside that depends on how much has to be written each month, whether links are part of it and how much technical work the site needs first; the pricing page sets out all five. Nigerian clients are priced in naira on a separate local list, not a conversion, and we give you that list on the call. A standalone audit and a content strategy are also sold as fixed projects, each credited against a retainer started within 60 days.
| Retainer | Price | Minimum Terms | Includes |
|---|---|---|---|
|
Foundation |
$1,500 to $2,500 a month |
One-month minimum, then month to month |
4 articles a month, 1,500 words each; technical fixes and on-page work |
Questions construction and engineering firms ask
All three, and BigCommerce. Copy goes in through the platform or by CSV with metadata and schema in place.
Forty to sixty templated descriptions a month on Growth, or fifteen custom ones for the products that matter most.
Yes. Currency, delivery, payment methods and the words shoppers use change by market; the map is built per market.
What to have ready for the first call
None of it has to be perfect; rough notes are enough to start, and the research in the first two weeks fills the gaps.
- Search Console and Analytics access, or an invitation to set them up.
- The competitors you lose to and the ones you beat.
- Three customers and one lost deal willing to talk for 30 minutes.
- Sales call notes, or the five questions every prospect asks.
Recommended retainer
Foundation
Foundation Category pages first, then product templates and buying guides, with product schema and a seasonal calendar.
Similar work
Solevant
A software review site went from 100 to 3,500 monthly visits by auditing and refreshing what it already had.
Related industries
D2C brands
Brand story, product education and search in one calendar.
Retail
Store pages, product content and local search for chains and independents.
Affiliate and niche sites
Review and comparison content that ranks and converts, with the disclosures.
All retainers
Foundation
$1,500 to $2,500 a month
Four articles a month on a fixed keyword map, technical fixes first. For a site that is not yet ranking for its own name.
Growth
$3,000 to $5,000 a month
Eight articles, link building and landing pages every month. The retainer we recommend for a site that has to rank for new terms, and the closest fit to the UPay and UEEx work.
Scale
$6,000 to $9,000 a month
Sixteen pieces a month, digital PR and a second market. For teams that already rank and want to hold the category.
Case studies
What happened, month by month, with the numbers and their sources
Four clients, four situations: two app-based sites Google could not read, an estate agency in a crowded market, and a review site that needed refreshing rather than rewriting
UPay
A fintech card product Google could not read went from 10 to 3,000 organic visits a month in five months.
- Technical SEO
- Vue rendering
- Keyword research
10 to 3,000
organic visits a month, in five months
99 to 1
rank for “UPay”
UEEx
A crypto exchange that ranked 99th for its own name now ranks second, with 2,500 organic visits and 4,000 backlinks.
- Cloudflare Workers
- Content
- Link building
3 to 2,500
organic visits a month, in four months
99 to 2
rank for “UEEx”
Propsult Realty
A Lagos estate agency gained 150 per cent more organic traffic and 60 per cent more qualified leads.
- Local SEO
- Neighbourhood pages
- Content
150%
more organic traffic, to 2,500 visits a month
60%
more qualified leads
How it goes
First call to first report
Three stages, the same in every industry. Only the pages and the terms change.
01
Weeks 1 to 2
Discovery and strategy
A 30-minute call, then two weeks of research: your audience, the buying stages, competitors, and a keyword map of the terms worth ranking for. You approve the calendar before anything is written.
02
Month 1 onward
Execution
Technical fixes ship first, then the articles, pages and links on the calendar. You see every piece before it goes live, and the dashboard fills in from the first week.
03
Every Month
Measure and improve
A one-page report on the first business day of every month, with a call. What worked gets more of the budget; what did not gets dropped, in writing.
Content your shoppers will find, and trust
We will show you the closest case study and propose the retainer that fits, with the goal and the month in writing.