All successful SEO strategies have one thing in common - great content. After all, even if your site is technically perfect it’s the content that users will actually engage with.
We’ve written plenty of articles in the past with advice on how to create great SEO content for your store, whether that’s crafting a product page or writing a stand-out blog. However it’s one thing to read advice, and another to see real-world examples. We’ve compiled 10 different examples from Shopify merchants with great SEO content.
We’re going to look at everything from blogs to product pages to homepages, so let’s get started.
#1 - Verve Coffee - Blogs
Brewing artisan coffee at home has been a growing trend of the last few years. Gone are the days of only drinking instant coffee, from aeropress to chemex, ground to whole bean, and everything in between, the world of coffee is vast. With so many different types of coffee and brew method it takes a lot of specialist knowledge for your average consumer to really get to grips with how to brew that barista quality coffee at home. How do they get that knowledge? They turn to search. “How to brew using a french press”, “making cold brew at home”, and many more questions come up.
Verve Coffee’s blog is a great example of how to target those search users by providing them with a really in-depth, engaging blog. Let’s take a look at an example, “How to brew at home (or on the go): Aeropress”.
Right off the bat, the blog is directly speaking to search users with queries around how to brew using a specific method. That’s one of the keys to a great SEO-led blog - answer questions your audience may have around your product or niche. Verve sells coffee and coffee making equipment, so they’re answering questions their target market may have about making coffee at home.
The next thing Verve does really well is how they then enrich that article’s content. At the top of the article we have a video to demonstrate the brew method, and if we scroll down we also see lots of images, a downloadable guide, and an in-depth step-by-step tutorial. They also include a quick summary of supplies needed along with links:
Plus they include some handy product links to connect the article to their catalog:
Writing a really good SEO-led ecommerce blog isn’t just about adding keywords, it’s about finding the right topics and adding as much value into that content as possible. The user will stick around for longer, and they’ll get more out of your store than just a sales pitch which will lead to better brand perception.
#2 - Homesick - Blogs
Now let’s take a look at a totally different type of product - candles. Homesick makes candles that smell like places and memories, and within that there are a lot of different topics they can target for search discoverability. Even just taking a look at some of their most recent articles shows how their content strategy works:
The primary way Homesick’s blogs work for SEO is, similarly to Verve, by answering questions. They take different elements of their product and category, and write for the questions audiences may ask that might lead them to their store. Candles typically contain a few different scents, but with certain scents people may be unsure of exactly what that smells like. Especially if it’s a niche ingredient such as sandalwood or cashmere, there may be hesitancy on purchasing a candle with that scent if they’re unsure what it is. Then you have questions around candles in general - Homesick writes articles around the process of candle making as well as what to do with empty jars and candle care.
Lastly, they target users who may benefit from gift and buying guides. Candles are a commonly gifted item, so it makes sense for Homesick to target different gifting occasions - that includes not just your typical holidays like Valentine’s Day and Christmas, but other reasons why someone may buy a gift such as a housewarming or even “just because”.
This targets users in search who are looking for gift ideas. The other side of the coin, however, are those users who aren’t looking for a gift but have a specific product need. One such example from Homesick’s blog is “12 Best Candles for People Who Are Sensitive to Smells”. This article looks not at gift ideas, but at satisfying a query a user may have shopping for themselves.
Within all of their articles they include their target keywords, stick to the topic at hand, include plenty of relevant imagery, and link back to their product catalog. Rather than just discussing the product as a sales pitch, they discuss it in the context of the article’s topic. So in their scent guides, they talk about how that scent works in a specific product of theirs. In an article about candles for those sensitive to smells, they talk about how their recommended products are best for that particular issue. If you’re going to include your products in a blog article, they need to be relevant to the topic at hand and be the solution to whatever the user’s issue is.
#3 - Skims - Product Page
Crafting a great product page is essential to your store’s SEO. It won’t be enough just to include some keywords, similarly to our blog examples you need to add value to the page. The best way to do this is by considering what your customers will want and need before they decide to make a purchase. Being in apparel, Skims does this through product imagery and recommendations to give their customers everything they may need.
Within the product details, Skims gives their customers a summary of the different features of the product, materials, and care instructions. Plus a product recommendation for a complementary item.
They also offer a range of different angles for product imagery, as well as for each size available. This gives every customer a clear idea of the product they’re considering.
Lastly, they prominently feature reviews on every product page, ensuring customers get that extra proof of quality. All of these elements combined make for an engaging and complete user experience that prioritizes customer needs. That attention to UX is something that search engines look for when ranking pages in SERPs - the more your content appeals to that, the better it will perform.
#4 - Strathberry - Product Page
Product pages are especially important when it comes to luxury products - when you’re asking customers to part with more cash, it becomes even more vital to give them as much information as possible. Strathberry sells luxury handbags and accessories, and in order to bring in those high value customers through search they’ve opted for a keyword-rich, succinct product page that maximizes customer attention and value.
All the key details are as close to the top of the page as possible - shipping information, payment options, and a succinct description that summarizes the products key features. They also have a variety of product photography, including a 360 degree view of the handbag.
Finally, Strathberry has included a drop down menu of all the essential information a customer may be looking for before purchasing a product.
This information helps with SEO, as if a user is looking for a particular size of bag, or the ability to pay with a specific payment method, this product will have all that information ready to view.
#5 - Happy Socks - Product Page
You really cannot overestimate the value of a well optimized product description for your store’s SEO. However, what do you do when your products are largely the same but you know you need to avoid duplicate content?
Happy Socks sells a huge variety of differently patterned socks, and while they’re all unique in design, they’re all socks at the end of the day. How many times can you really write a unique, SEO-led description for a pair of socks? Well, they’ve managed it!
Even if your products are all similar in type or materials, you just need to be a little creative with the way you write descriptions. Consider describing the design or colors that make them different, where you can wear a specific item, who the item is designed for, any bonus features etc. The more detail you can give about that specific item, the better for its SEO.
#6 - ThirdLove - Resources/Added Value Content
Some clothing items don’t require a lot of knowledge before you purchase. Buying a t-shirt? You usually have only a few size options, and it’s pretty easy to choose. Socks? You know your shoe size, so you just pick the best size sock that matches up. However some products require a bit more specialist knowledge to choose, and it can be really tricky. Bras are one such product, and come with a whole host of issues for women in choosing the right size especially when they can’t physically try them on. That can make it tough to choose the right brand when shopping online.
That’s where ThirdLove have come up with a user experience boosting solution - a resource bank on fitting and choosing the right bra.
Each of the different educational points they cater to has its own page with relevant resources, blogs, and more, to help their customers better understand their needs and choose the right product. This works wonders for SEO - when you have a specialist product, create resources that will speak to the issues and queries a customer may search for using Google. This extends to the kind of articles ThirdLove creates and publishes to their blog.
By thinking about the issues and education a customer may search for, they can position themselves as an authority on the topic and this can improve search ranking. It also allows them to include a variety of high value keywords that bring more customers to their store after reading through the resources they require.
#7 - Felix Gray - Landing Pages
Speaking of choosing specialist products, have you ever purchased a pair of glasses online? While they may be a traditionally brick-and-mortar product, merchants like Felix Gray are switching things up and bringing the convenience of DTC ecommerce to the eyewear industry. Much like with choosing an item like a bra, choosing glasses is a very personal choice that requires knowledge and education before clicking “Checkout”.
They’ve created a series of landing pages that focus on different issues along with how their product provides a solution.
This means that when a potential customer turns to search engines to find out more about choosing reader’s glasses, or to learn about digital eye strain, they may find their way to one of Felix Gray’s landing pages. These pages are then packed with information about that issue.
They walk through the issue FAQ-style, which is great for SEO in targeting the kind of questions customers may ask through search engines. This is followed by a detailed answer, along with some product recommendations and links. Landing pages are a great way to provide a more detailed, feature-rich piece of content that targets specific audiences and keywords in a more structured way than a blog article.
#8 - La Colombe - Landing Pages and Mobile
So we’ve looked at a coffee brand, and how to best use landing pages - now let’s combine the two! La Colombe’s landing pages are perfect for targeting product types they want to push to specific audiences in search. We’re going to look at their cold brew landing page, and we’re also going to see what the experience is like on mobile.
Mobile friendliness is a big part of SEO - in fact, it’s a ranking factor. Themes purchased through the Shopify Theme Store come mobile responsive as standard, however in order to make the most of any SEO opportunities you need to make sure your mobile experience is just as good as your desktop one. La Colombe’s mobile landing page for cold brew is simple and succinct, with large buttons that make it easy for users to navigate to the most relevant next page.
Depending on what the customer is looking for, the following pages are really simple to use with lots of information presented in an easily navigable format. This navigation between landing pages is great for SEO, making the user experience as easy and straightforward as possible without compromising on content.
#9 - ReserveBar - Landing Pages and Navigation
When it’s time to celebrate, many people like to crack open a special bottle - that’s where ReserveBar comes in. They’ve recognized the value of the gifting market to their sales; even if there are plenty of customers shopping for themselves, many will be looking for a gift for someone else. In these instances, they’ve made it as easy as possible for gift buyers by including a gift related menu item in their primary navigation.
This section of their menu gives customers looking to buy gifts a really easily accessible way to find ideas and see their selection of gift products such as gift cards and sets, as well as options like custom engraving that gift customers may be interested in. Beyond this, they also include a couple of seasonal landing pages such as one for Father’s Day with all their suggestions for that holiday.
This works great for SEO, as it means if a user is searching for gift ideas for Father’s Day then there’s a page specifically set up to target those users’ search intent. The straightforward navigation structure along with these landing pages make it so that Google and other search engines can clearly see they’re about gifting and therefore more likely to rank for queries around gifting and their products.
#10 - Olipop - Homepage
There’s a strong chance that your top landing page is your homepage, and if that’s the case then you need to make a good first impression! Your homepage should act as a summary of your brand, products, and value proposition, so that anyone who lands on it gets a really clear idea of what your store is all about and wants to buy your product. Olipop is a great example of homepage content that works for SEO.
Without scrolling through the homepage, users landing on it can already see exactly what the brand is and why it exists, alongside a really simple primary navigation menu. They get some good keywords included right in their introductory text, and offer their value proposition off the bat.
As you scroll down, you get more valuable SEO content such as a celebrity endorsement to add to the authority and trust for the brand.
Scroll even further and you can see other aspects of their store such as the ability to purchase a subscription.
Best of all, their homepage is succinct and to the point. There isn’t a lot of content, but what’s there is high quality, keyword-rich, and engaging. If the customer wants to learn more about the specifics of the soda, the different flavors, how the subscription works, they can do so from the primary navigation. However the homepage itself is a short summary designed to attract search users with specific keywords around the soda’s unique selling proposition, and to lead them on to the rest of the site.
Creating great content for ecommerce can be difficult - you want to attract search users and appeal to search engines, but also maintain your brand voice and style. By seeing how other successful Shopify stores implement SEO-led content, you can adapt and understand how to do the same for your own store’s strategy.