Content That Guides Shoppers From Research to Purchase

Ecommerce content strategy goes beyond product descriptions. Buying guides, comparison content, and educational resources capture shoppers earlier in the funnel and guide them to your products.

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14.6%

close rate for SEO leads vs 1.7% for outbound -- content that captures shoppers during the research phase builds trust that leads to higher conversion rates

Forrester, 2023

Ecommerce Content Strategy

Content planning and production for ecommerce covering buying guides, product comparisons, how-to content, and category education -- designed to capture informational and commercial-investigation traffic and convert it into sales.

A neat workspace featuring a laptop displaying Google search, a smartphone, and a notebook on a wooden desk.

What's Included

Everything you get with our Ecommerce Content Strategy

Content Opportunity Mapping

Identification of every content gap in your buyer journey: research queries, comparison searches, how-to needs, and educational topics your competitors cover that you do not

Content Production

Buying guides, comparison articles, how-to content, and educational resources written by writers with product knowledge, optimized for target keywords, and designed to drive internal traffic to product pages

Internal Linking & CTA Integration

Strategic internal linking from content pieces to relevant products and categories, with contextual CTAs that guide research-stage readers toward purchase decisions

Our Ecommerce Content Strategy Process

Buyer Journey Mapping

We map the complete buyer journey for your product categories: what questions shoppers ask, what comparisons they make, what information they need before buying. Each stage represents a content opportunity.

Keyword & Content Gap Analysis

We identify the specific keywords and topics your competitors rank for with content that you lack. These gaps represent immediate opportunities to capture research-stage traffic.

Content Planning & Production

We create a content calendar prioritized by search volume and buyer-journey stage. Content is produced by writers with product category knowledge, optimized for target keywords, and structured for readability and conversion.

Performance Measurement

We track content performance through organic traffic, keyword rankings, internal navigation to product pages, and assisted conversions. Content that drives product page visits and sales is expanded; underperformers are refreshed.

Key Benefits

Capture research-stage shoppers before they find competitors

Buying guides and comparison content rank for informational queries that product pages cannot. This captures shoppers at the beginning of their purchase journey and keeps them in your ecosystem through the decision process.

Build topical authority that strengthens product page rankings

Content that covers topics around your products builds topical authority for your domain. Google rewards sites that demonstrate comprehensive expertise in a subject, which lifts rankings for your product and category pages as well.

Generate backlinks through link-worthy content

Product pages rarely attract backlinks. But original research, comprehensive buying guides, and comparison content earn links naturally from bloggers, journalists, and industry publications. These links strengthen your entire domain.

Research & Evidence

Backed by industry research and proven results

Content Visibility Challenge

90.63% of content gets no traffic from Google -- ecommerce content strategy prevents this by targeting validated keyword opportunities with buyer-intent content

Ahrefs (2023)

Search Starting Point

68% of online experiences begin with a search engine, and a large portion of those are informational queries from buyers in the research stage

BrightEdge (2019)

Frequently Asked Questions

What types of content work best for ecommerce?

Buying guides ('Best Running Shoes for Flat Feet 2026'), comparison articles ('Product A vs Product B'), how-to content ('How to Choose the Right Mattress Size'), and product education ('What Does Thread Count Actually Mean'). Each targets a different stage of the buyer journey and a different set of keywords.

How does content drive product sales?

Content captures research-stage shoppers and guides them to products through internal links and contextual CTAs. A visitor who reads your buying guide and clicks through to a product page has higher purchase intent than one who arrives cold. We measure this through assisted conversion tracking.

How often should we publish new content?

Quality and consistency matter more than volume. We typically recommend 4-8 high-quality pieces per month for most ecommerce sites, with a focus on evergreen buying guides and comparison content that delivers traffic for years. Seasonal content is planned around key shopping periods.

Should ecommerce content live on the main site or a separate blog?

On the main site, within the same domain. Content hosted on subdomains or separate domains does not pass authority to your product pages as effectively. We recommend a blog or resource section integrated into your main site's navigation and linking structure.

Related Services

Explore more of our ecommerce seo services

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