Content Marketing
Build topical authority with strategic content.
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64.Build a topic map
Impact
Massive
Difficulty
Medium
Time
1-3 days
Map the relationship between your content types—Collections, Guides, Comparisons, and FAQs. A topic map helps you build topical authority and ensures every piece of content connects strategically.
Why this matters
- +Topic clusters establish authority in your niche
- +Strategic linking passes more authority than random content
Steps
- 1List your main product categories (these become pillar topics)
- 2Map supporting content for each: buying guides, comparisons, FAQs
- 3Identify gaps where you're missing content
- 4Plan internal linking structure between pieces
Where: Document in spreadsheet or mind map
How to verify: You have a clear content hierarchy connecting all page types.
Expected Result
A visual map showing how all content connects around pillar topics.
⚠️
Common Mistake
Creating random blog posts without strategic intent.
65.Create money guides
Impact
Massive
Difficulty
Medium
Time
1+ weeks
Write "Best X for Y" and "How to choose X" guides targeting buying-intent keywords. These guides capture commercial searches and naturally link to your products and collections.
Why this matters
- +Buying guides capture commercial intent searches
- +Natural product links from helpful content
Steps
- 1Identify your top 5-10 product categories
- 2Research "best [category]" and "how to choose [category]" keywords
- 3Write comprehensive guides with product recommendations
- 4Link to relevant collections and products throughout
Where: Shopify Admin → Blog posts
How to verify: You have guides for your top 5-10 product categories.
Expected Result
Buying guides published for major categories with strategic links.
⚠️
Common Mistake
Writing generic guides that don't lead to your products.
66.Create support content
Impact
High
Difficulty
Easy
Time
1-3 days
Write dedicated pages for shipping, returns, and sizing that answer customer questions before they ask. Support content ranks for informational searches and reduces support tickets.
Why this matters
- +Support content ranks for informational searches
- +Reduces support tickets and returns
Steps
- 1Create a comprehensive shipping information page
- 2Create a clear returns and exchanges page
- 3Create sizing guides for apparel/footwear
- 4Add these to your footer and FAQ sections
Where: Shopify pages or blog
How to verify: Common questions have dedicated landing pages.
Expected Result
Comprehensive support pages that answer pre-purchase questions.
⚠️
Common Mistake
Hiding important info in FAQs instead of dedicated pages.
67.Build internal linking rules
Impact
High
Difficulty
Medium
Time
1-3 days
Create linking guidelines ensuring every guide links to 3-5 relevant collections/products. Internal links pass authority—content without links to your money pages is a wasted opportunity.
Why this matters
- +Internal links pass authority to your money pages
- +Content islands (no links) waste SEO value
Steps
- 1Audit existing blog posts for internal links
- 2Add links to relevant collections and products
- 3Create a rule: every post links to 3-5 money pages
- 4Use descriptive anchor text, not "click here"
Where: Blog post content
How to verify: All blog posts have relevant internal links.
Expected Result
Every content piece links strategically to collections and products.
⚠️
Common Mistake
Writing content islands with no links to products.
68.Add FAQ sections for long-tail queries
Impact
High
Difficulty
Easy
Time
1-4 hours
Include FAQ sections on product and collection pages to capture long-tail question searches. FAQs can appear as rich results and capture voice search queries.
Why this matters
- +FAQs can appear as rich results in Google
- +Voice search queries are often questions
Steps
- 1Research questions people ask about your products
- 2Add FAQ sections to your top collection pages
- 3Add product-specific FAQs to product pages
- 4Implement FAQ schema markup for rich result eligibility
Where: Page content + FAQ schema
How to verify: Key pages have relevant FAQs with schema markup.
Expected Result
FAQ sections on major pages with proper schema.
⚠️
Common Mistake
Generic FAQs that don't match search intent.
69.Refresh top content quarterly
Impact
High
Difficulty
Easy
Time
1-4 hours
Update your top 10 organic landing pages every quarter with new information, links, and media. Fresh content signals relevance and helps maintain rankings over time.
Why this matters
- +Fresh content signals relevance to Google
- +Updated guides maintain or improve rankings
Steps
- 1Identify your top 10 pages by organic traffic in GA4
- 2Review each for outdated information
- 3Add new sections, links, or media where relevant
- 4Update the publication date if significant changes were made
Where: Shopify Admin → Blog posts + Pages
How to verify: Top content has been updated within the last 3 months.
Expected Result
Top-performing content is fresh and comprehensive.
⚠️
Common Mistake
Publishing content once and never updating it.