When the category pages are what bring the buyers back
A Shopify store for dog and cat accessories, where optimizing the pages that sell counted as much as producing articles.
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+67%
organic traffic in eight months
405
articles and category pages worked on
The context
Oscar et Plume × Sedestral
The company
Oscar et Plume sells accessories for dogs and cats on Shopify: carriers, bowls, car safety equipment. A mass-market sector, where the same product is offered by dozens of stores and by the big pet retailers.
How we met
The store arrived with a blog running at half speed and category pages left exactly as the theme had generated them. What convinced the team: Rémi reworks the pages already online instead of rewriting everything, so results do not depend solely on new articles.
The challenge
In a saturated sector, the Shopify product and category pages were too short to rank, and the blog talked past the buying moments. It had to both feed the owner's thinking and make the pages that generate revenue visible.
The solution deployed for Oscar et Plume
STEP 1
STEP 2
STEP 3
STEP 4
Connect the advice to the product
Every article leads to the category that meets the need.
Internal links from articles to the relevant categories
Links placed at the moment the reader is looking for a solution
Consistent vocabulary between the advice and the product page
Tracking of the landing pages actually worked on
Decide every month
Marc links the variations to the pages that explain them.
Position tracking on the queries that trigger a purchase
Matching of variations with the pages concerned
Spotting topics competitors have still left open
Monthly decisions: what to reinforce, what to drop
Rework the pages that sell
Rémi reworks the Shopify categories before writing anything.
Detection of categories that are too short or poorly structured
Rewriting of titles, subheadings and tags for each category
Adding the content that was missing to answer the query
Content score measured again after each pass
Write what reassures before the purchase
Alya answers the questions the owner asks, not the product slogans.
Extraction of the questions asked before buying for a pet
Health and safety topics handled without guesswork
Writing scheduled and published straight into Shopify
Tone matched to the brand's, tested on the first articles
Connect the advice to the product
Every article leads to the category that meets the need.
Internal links from articles to the relevant categories
Links placed at the moment the reader is looking for a solution
Consistent vocabulary between the advice and the product page
Tracking of the landing pages actually worked on
Decide every month
Marc links the variations to the pages that explain them.
Position tracking on the queries that trigger a purchase
Matching of variations with the pages concerned
Spotting topics competitors have still left open
Monthly decisions: what to reinforce, what to drop
Rework the pages that sell
Rémi reworks the Shopify categories before writing anything.
Detection of categories that are too short or poorly structured
Rewriting of titles, subheadings and tags for each category
Adding the content that was missing to answer the query
Content score measured again after each pass
Write what reassures before the purchase
Alya answers the questions the owner asks, not the product slogans.
Extraction of the questions asked before buying for a pet
Health and safety topics handled without guesswork
Writing scheduled and published straight into Shopify
Tone matched to the brand's, tested on the first articles
The next customer story could be yours
Request your demo