0:00So this is a playbook. A practical content strategy for small businesses, Etsy sellers, and Shopify stores. And the idea here is that more pages and more content does not automatically create more sales.

0:09So everything that you create needs a business purpose. SEO should support the business and not become a separate activity that produces traffic without sales. And so we need to start with the job that the page must do.

0:20So before we create or optimize a page, we've got to answer four questions. All this should sound familiar, which is great.

0:26What do I want my business to be known for? Who am I uniquely equipped to help? What problem is this content helping them solve? And what should they understand, believe, or do next?

0:37So every page needs one clear job. Number one, to attract, like articles and collection pages help the right buyers discover you.

0:45Number two, they build trust. Useful content and product pages prove relevance, fit, and credibility. And number three, they could help them choose. So product and collection pages guide qualified buyers towards checkout. So we wanna build around business goals first, and then the

1:00SEO goals come second.

1:01And here's the big shift, I think in content strategy of the past.

1:05Like a keyword is not enough reason to create a page.

1:07So let's take my business, for example. I'm gonna do a couple examples with Collage and Wood. Let's say senior night posters. The topic earns a place in the plan only when it also matches number one, the people, number two, the buying situation, and number three, a product.

1:23So the people in this particular example are senior parents, coaches, maybe photographers. The buying situation is they need a meaningful way to celebrate and recognize a senior athlete, and then the product is custom senior posters and photo collage numbers designed for that moment. So it's search demand plus the category entry point plus the product fit equals a strategic page.

1:45And then yeah, AI can summarize information, but it can't recreate the experiences that we have. We don't have to add all of these things to every page, but we wanna add at least one of these things.

1:54You could have so many great stories from here. But you can just add one thing

2:00on every page that only you can contribute, and that can be a lesson from your business, a screenshot from your process, a mistake you made, a podcast guest quote, a repeated customer question, a before and after example, a verified result, or a practical opinion.

2:14And, Angie Skane. She was talking about using statistics and different things on your pages. And so original research and original content doesn't have to mean academic research. It just has to be genuinely yours.

2:25I was working on my poster page today, and I realized, I have videos that I made over on YouTube that explain "how you buy a poster" or when you should buy a poster versus a photo collage number. And so I put those in my FAQs.

2:39So then we wanna make every buying situation visible to customers and bots, and this is the way that you do it with those category entry points.

2:45So who is buying? We already identified it was, like, the senior parents, coaches, and photographers. What are they buying it to do? That's the category entry points. They're doing it to celebrate, to recognize, to decorate, or to preserve a milestone. And then why do they need it now? It's because

3:00something is happening, a meaningful event, usually senior night or graduation, and the product has a job to do.

3:05So customers can find the category entry point that matches their need, and then bots can classify those same buying situations correctly. That's how I created that whole feed and taxonomy system. But I started with category entry points, like why are people buying the things that I have?

3:21And so then you build recognizable connections, not a pile of keywords. So hopefully you can see how now it's not about just finding keywords that you could show up for, it's about building connections. For me, it's senior night, senior posters, parents and coaches, photographers, wood letters and numbers, photo collage numbers, and of course, my brand name, which is Collage and Wood.

3:40And so then you want to find your brand more chances to be found. And this is my big challenge to those of us who are already in the school. It's that we build these helpful assets. Because they're like raffle tickets for AI visibility. So like an article on our site and off our site. A

4:00podcast interview where we are the expert or contributing something to someone else's business or story.

4:05We come in and provide information. A video on YouTube or the socials. Profiles, expert quotes, third-party mentions. So somebody just sent me a message yesterday and said, "How can I rank in AI, and show up in ChatGPT and stuff?" And I told them basically this:

4:19You gotta be consistent across as many platforms as you can be on." So the point of using rented platforms, it's to use them to support your business and build the business on assets you own. So the rented reach are things like social platforms, marketplaces, third-party audiences. But those feed your owned ecosystem, which is your own website, your own whatever.com, your email list and your customers, and then your original content and the data that you have.

4:46So the goal is not to abandon Etsy, Pinterest, or social media, it's to make them support something that you control.

4:53I've turned that Pinterest traffic that was going to Etsy into owned revenue. I learned how to drive a lot of traffic from Pinterest to

5:00Etsy, but then Etsy was showing my competitors on that same page, and that made no sense, right?

5:04So I was like, "Okay, I've got to capture this traffic. I'll do it on my own Shopify website." So now I've built an owned destination for the customer journey, product data, and my own brand story, and that has meant five thousand to ten thousand dollars a month that I can count on from my Shopify store that captures Pinterest traffic and turns that visibility into monthly revenue.

5:25So our content should always create a clear path to checkout. It supports a real business goal, it reaches a clearly defined person, it matches a real buying situation, and includes something that's genuinely yours. And then it leads that person to the right product and checkout. So we help the right person find the right product, trust the choice, and complete checkout.

5:45So here is how the framework works in my business. So number one, for you on the other side of the screen, my business goal is to help creative e-commerce businesses turn visibility into owned traffic and revenue. My right fit client

6:00is an established Etsy or Shopify seller who's got traction. Who's already had sales, but who wants clear priorities for growth.

6:07The buying situation is that she realizes that marketplace dependence, disconnected pages, like just a bunch of pages that don't really have anything to do with each other, or unclear product organization is limiting growth. My original contribution is my hands-on e-commerce experience with category entry points, taxonomy, product data, Pinterest, SEO, and revenue.

6:27And the next step that I would love for you to take is to join AI SEO School to apply this framework and keep improving the path from discovery to checkout. So if you're ready to apply the framework, I'd love for you to join the AI school and build this system with support .

6:41And you can keep improving your content, your collection pages, product pages, category entry points, and product data so that your visibility has a clear path to people actually checking out and purchasing.

6:52So you can go to AISEOSkool.com and join today, and you'll get a seven-day free trial with a free visibility challenge.