You may have heard the old saying “content is king,” and it’s true – but not just for search engine optimization.
You may also have thought that there’s no way a Shopify SEO agency could write copy for your website, especially if you’re in a niche industry.
Well, that’s almost definitely wrong – or at least partially wrong. Can any old agency produce a helpful schematic or a white paper that will be useful to your audience?
Probably not. But an agency can produce copy in the form of page content, CMS copy or blog posts that will increase your organic standings for relevant keywords in your niche.
No – they do not need to have an expert in your industry on staff (although that doesn’t hurt) – they just need a firm understanding of the principles of SEO and how search engines work.
Let’s say your business, though well-entrenched in your industry, has a page for an important product (or a category) that has no copy on it.
Google may see that your domain is legitimate, and has seniority, but without any context on that page, how would it know which terms to index that page for?
The answer is it wouldn’t, so your page misses out on potential organic visibility and traffic as a result.
What a Shopify SEO agency can come in and do is look into the sorts of keywords that appear to be relevant to that page (and cross-reference their findings with you to be sure).
Then, they can craft a keyword-optimized bit of copy and publish it on that page.
Once it’s live, the next time Google crawls that page, it will pick up not only on the keyword density, but also on the information itself, particularly with respect to what questions it answers.
Then, it will likely index that page for the keywords that appear on it, as well as for other queries that may be relevant to it.
But this is just a very high level view. Shopify SEO experts can also craft long-form copy in the form of CMS posts, blogs, and full-length articles that are optimized not for one keyword, but for many that are relevant to your website.
Provided that their research is sound (and their collaboration with you is fruitful) they can and will optimize these posts for a whole variety of important, relevant keywords, and the copy will contain actionable information for readers.
On top of that, the post can contain a variety of internal links designed to distribute authority across the different pages on your website.
So when Google crawls the website again – specifically those new content-centric pages – it will index it, along with other indicated pages on your website, for the keywords and search terms indicated.
More importantly, it will index those (or other pages) on your website for longer-form queries that customers search when they’re looking for specific answers to questions, rather than just for a short-tail keyword or a product.
The presence of this informative (and optimized) copy on your website will tip Google off that your website is an authority in its respective niche and that it should be handled as such.
That is why content makes such a huge difference, and why SEO experts don’t necessarily need to have extensive experience in your niche to produce viable results.
Start Working with a Shopify SEO Agency Today
Do you have more pointed, specific questions than these? If so, get in touch with a Shopify SEO agency today. If you’re not sure where to start, consider asking your Shopify representative for some recommendations. He or she will likely have a list of agencies that are highly regarded for their SEO strategies.
