Landing pages for paid traffic, built from sections
A campaign page is a rearrangement of blocks you already own, published by a marketer in an afternoon. If it needs a developer or a page builder app, the theme is the problem.
CATEGORY
Content & SEO posts
Everything we have written on content & seo — 21 posts, newest first.
21 posts on content & seo
CategoryContent & SEO
Preparing a Shopify store for an AI shopping agent
Almost none of this is new work. An agent needs the same clean, complete, machine-readable product data your on-site search and your shopping feed have always needed.
Content that earns links in ecommerce
Nobody links to a page that is trying to sell them something. Four formats get cited anyway, and they all share one property: you know something the writer needs.
What your competitors rank for, and why it does not matter
A gap analysis is a list of things somebody else decided to do. Useful as a map of page types, useless as a plan — and your own Search Console already knows more.
Schema for local, international and multi-brand businesses
Most schema mistakes are entity mistakes: one company described as five, or five described as one. Decide how many organisations exist before you write any JSON-LD.
Metaobjects for merchandising: lookbooks, guides and collections
A definition, a section setting and — only sometimes — a template. The decision that matters is whether the content deserves a URL of its own.
Crawl, render, index: what search engines do with a Shopify store
Three separate stages, three separate failure modes. Most Shopify SEO problems are one stage being blamed for another stage’s fault.
Writing FAQs that answer engines will quote
Google stopped showing FAQ rich results, which removes the bad reason to write them and leaves the good one. A quotable answer is self-contained, specific and forty words long.
Collection merchandising rules that scale past a hundred products
Dragging tiles works until it does not, and it fails silently — the grid keeps rendering long after anyone stopped maintaining the order.
Structured data for variants, bundles and configurable products
A variant has a schema.org type built for it, a bundle has one nobody reads, and a configurator has none. Knowing which of the three you are marking up decides everything else.
Writing product copy that survives being summarised
A summary keeps sentences that stand on their own and discards everything that needed the paragraph around it. Most product copy is written the other way round.
Product taxonomy: categories, tags, metafields and when to use each
Five mechanisms, one job each. Most catalogues are a mess because tags were the easiest thing to reach for at the time.
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Free store audit
A senior Shopify engineer reviews your storefront, theme performance and checkout, then sends a prioritised list of fixes.