Stop competing on price. Start ranking on content.
Thin category pages, no product descriptions, zero blog content. Your store has the products but Google cannot find them. SEO Sandwich builds the content structure that turns your product taxonomy into search authority.
Your main topic
From ~1,500 words, sized to the topic
Subtopic 1
From ~1,500 words
Subtopic 2
From ~1,500 words
Subtopic 3
From ~1,500 words
Subtopic 4
From ~1,500 words
Every supporting page links to the pillar. The pillar links out to every supporter. Google reads it as one topic cluster. Word counts and cluster shape are scoped to your topic and competition, not a fixed template.
The content problems ecommerce stores run into
Your category pages are thin. A heading, a grid of products, no text. Google skips them.
You have hundreds of pages to optimise and no idea where to start.
You are spending on Google Ads to compensate for organic rankings you should own by now.
Competitors with worse products outrank you because they have better content structure.
Your blog exists but the posts are generic, unlinked to anything, and ranking for nothing.
You know your products inside out. Writing SEO content around them is a different skill.
You have tried adding keyword-stuffed descriptions. Rankings did not move.
Your ad budget keeps going up because organic is not pulling its weight.
Your product categories are already silos. They just need the content.
A content silo maps directly to how an ecommerce store is built: one pillar page per category, supporting pages for each sub-category or product type, all interlinked. Google reads the cluster as topical authority. Your store starts ranking for the category, not just individual products.
Category authority, not just product pages.
A pillar page on "running shoes" links to supporting pages on "trail running shoes", "road running shoes", "minimalist running shoes". Google sees one topical hub, not a bunch of isolated pages. The pillar ranks for the head term. The supporters rank for the long-tail. Both drive buying traffic.
Reduce your reliance on paid ads.
Every organic page that ranks for a buying-intent query is ad spend you are not paying. Content compounds: a page published today keeps generating traffic in six months. A Google Ad stops the moment you pause it. Silos are how ecommerce stores build an organic channel that covers its own costs.
We research the exact queries your buyers use.
Not generic category names. The actual search terms buyers type before they purchase: "best [product] for [use case]", "[product type] vs [product type]", "where to buy [product] Australia." Every piece is mapped to a query with buying intent, not just search volume.
A running gear store attacking one category
One Classic Sandwich. One category silo. Here is what the structure looks like before a single word is written.
Running Shoes Australia
The head-term page. Targets the broad category query, covers the full topic, and routes traffic to every supporter below.
Your store sells running shoes. Your competitors sell running shoes. The one with this structure owns the category in Google. The others pay for ads.
Classic or Full Stack: both include the silo format
Silos are available on Classic and Full Stack. If you have one product category to attack, Classic is the right starting point. If you want to hit two categories or build one large cluster, Full Stack is worth it.
Classic Sandwich
The everyday favourite.
Businesses ready for a real SEO content push, with the option to attack one topic deeply.
Served in 21 to 30 days
- Keyword + search intent mapping
- Topic + cluster planning, scoped together
- Full SEO outlines for every piece
- Writing, editing and QA included
- Two rounds of revisions per piece
- Final SEO optimisation pass
Full Stack Sandwich
The whole loaf.
Serious content sprint to own a topic, or two, in Google.
Served in 30 to 40 days
- Keyword + search intent mapping
- Topic + cluster planning, scoped together
- Full SEO outlines for every piece
- Writing, editing and QA included
- Two rounds of revisions per piece
- Final SEO optimisation pass
Need more scale across multiple categories? Ask about a Custom Content Plan.
What improving organic means for an ecommerce store
The numbers that matter to a store owner, not a content strategist.
Lower cost per acquisition
Organic traffic has no click cost. A category page that ranks for 500 monthly searches and converts at 2% is sending you 10 sales a month at zero ad spend. That compounds every month the page stays in position. Your paid budget goes further when organic covers the baseline.
Rankings you can see in 60 to 90 days
Every piece targets researched keywords with buying intent. Within 60 to 90 days of publishing, you will see specific category and supporting pages climbing for specific queries. Trackable in Google Search Console, not just a traffic estimate.
A moat competitors cannot buy overnight
Topical authority in a product category takes time to build and is hard to replicate quickly. Once your category silo is established and ranking, a competitor cannot outrank it just by spending more on ads. Content authority is a durable competitive advantage.
Build your first category silo
Pick a package, fill in the brief, and our team will review it and be in touch. No sales call required.
Before you order
Start with your highest-margin category, or the one where you are closest to page 1 already. We will confirm the best starting point through your project portal after ordering and will plan the silo structure around your actual competition and search volume.
Product descriptions at scale are better handled through a Custom Content Plan. Silos are built around category and supporting pages that drive organic traffic into your store. Talk to us about a custom scope if you need both.
No problem. Content is linked on your projects portal, publish-ready. Copy into any CMS yourself, Shopify included, or ask us for a price to upload it for you. We can advise on metadata and internal linking setup for Shopify category pages as part of the brief.
Product descriptions target people who already know what they want. A content silo targets people earlier in the buying journey: searching for "best running shoes for flat feet" before they search for a specific brand. Capturing that earlier search brings in customers your product pages never would.
Yes, and that is a feature, not a bug. We provide the SEO structure and outlines. You or your team supply the product expertise, use cases, and customer insights that make the content specific to your store. Generic category content ranks poorly. Specific, expert content ranks well.
Full Stack Sandwich covers 20,000 words and can be split across two mini-silos or one large silo. For three or more categories, a Custom Content Plan scopes the work correctly. Contact us to discuss.
Done For You monthly blogging
If a one-off sprint does not fit your content workflow, our Done For You service handles your store's blog every month. We research buying-intent topics, write the posts, optimise them for search, and deliver them publish-ready. No lock-in, cancel any time.