eCommerce SEO, 50+ pages rebuilt around search intent

Paid freelance engagement writing and optimizing 50+ product, category, and landing pages for US eCommerce brands, tied to a keyword-intent framework and one brand voice across Shopify, Amazon, social, and email. Organic traffic rose 35% year over year.

Provenance

Client work

Client

US eCommerce brands (freelance engagement)

Industry

eCommerce · SEO · Content

Role

Freelance Content Writer, SEO

Year

2025

Objective

Rebuild the on-site content layer around what buyers were actually searching for, instead of feature-first product copy, and hold a single brand voice across every surface the brand published on.

Result

50+ product, category, and landing pages optimized against a keyword-intent framework, monthly long-form blog content mapped to the same intent clusters, and a 35% year-over-year lift in organic traffic.

Deliverables

·Keyword-intent framework mapping queries to page type and funnel stage
·Page structure template for product, category, and landing pages
·50+ rewritten and optimized page copy sets (titles, meta, H1-H3, body, internal links)
·Monthly long-form blog calendar tied to the same intent clusters
·Brand voice guide applied across Shopify, Amazon, social, and email

Skills applied

SEO content strategyKeyword intent mappingOn-page optimizationeCommerce copywritingBrand voice systems

Challenge

The catalogue read like a spec sheet. Product and category pages were written for the internal team, not for the query that brought someone there, and the same product was described four different ways depending on which channel you looked at.

Strategy

●Cluster queries by intent, informational, comparison, and transactional, then assign each cluster to a page type.
●Give each page type a fixed structure so optimization is repeatable across 50+ pages instead of bespoke every time.
●Use category pages as the internal-link hubs feeding product pages.
●Publish long-form blog content against informational clusters so category pages inherit the authority.

Execution

●Built the keyword-intent framework and mapped every existing page to a cluster, flagging gaps and cannibalization.
●Rewrote 50+ product, category, and landing pages against the structure template: titles, meta descriptions, heading hierarchy, body copy, internal links.
●Shipped long-form blog content monthly across the engagement, each piece tied to an intent cluster and linked to the matching category page.
●Held the same brand voice across Shopify, Amazon, social, and email so the brand read the same everywhere a buyer landed.

Outcome

●35% year-over-year lift in organic traffic.
●50+ product, category, and landing pages optimized against one framework.
●One brand voice held across 4 publishing surfaces: Shopify, Amazon, social, and email.

Key Learnings

●Structure beats volume. A fixed page template made 50 pages tractable where bespoke writing would have stalled at 10.
●Internal linking did more for category rankings than any single rewrite.
●Voice consistency across marketplaces is an SEO problem as much as a brand one.

What I Would Do Next

●Layer schema markup on product and category pages for richer results.
●Test intent-matched landing pages against the generic category page on conversion, not just traffic.
●Extend the framework to Amazon A+ content with marketplace-specific query data.

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