The Starting Point
A new Shopify shop for plant-based animal products, specializing in natural supplements and care products for horses. The shop started at zero: no rankings, no organic traffic, no domain history.
The niche is specific, but the target audience actively searches for solutions for various horse ailments.
The Challenge
- Complete fresh start without existing visibility
- Specific niche with information-hungry target audience
- Shopify platform with its technical peculiarities
- Purchase intent and information had to be served equally
My Approach
Technical SEO for Shopify
Shopify brings its own challenges. I optimized the technical foundation:
- Clean URL structure and canonical tags
- Structured data for products and breadcrumbs
- Page speed optimization
- Crawlability and indexing improved
- Mobile optimization for horse owners on the go
Content Strategy with Two Pillars
Purchase-relevant keywords on product pages:
- Keyword-optimized product titles and descriptions
- Category landing pages with SEO texts
- Internal linking between related products
Informational keywords via blog:
- Guide articles on horse ailments and natural solutions
- Long-tail keywords with high information needs
- Strategic CTAs that redirect to product pages
- Content clusters around core topics
UX Optimization
- Clear navigation and category structure
- Trust elements for new customers
- Conversion-optimized product pages
- Seamless transition from blog to shop
The Results
In less than 6 months from zero to over 1,000 monthly clicks:
| Metric | Result |
|---|---|
| Organic Clicks | 1,000+ per month |
| Period | < 6 months |
| Ranking Keywords | Continuously growing |
| Blog Traffic | Significant portion |
The Growth Lever
The combination of purchase-relevant and informational keywords proved particularly effective:
- Informational content builds trust and brings traffic
- Strategic CTAs direct visitors to products
- Purchase-relevant keywords convert directly
- Synergy effect: The blog strengthens domain authority, which also benefits product pages
Lessons Learned
For niche shops with products that need explanation, a two-level content strategy is crucial:
- Informational content picks up the target audience early in the customer journey
- Transactional pages catch purchase-ready visitors
The connection between both is key: Someone searching today for “laminitis in horses natural treatment” may be ready for the matching product purchase tomorrow.
Planning a Shopify shop or want to make your existing shop more visible? Let’s talk about your strategy