SEO Content Calendar for Shopify Stores: A Simple Framework (with Topify)

If you run a Shopify store, you already know that traffic from Google can make or break your sales. But publishing content at random almost never leads to consistent results. That's where an SEO content calendar comes in. It helps you plan what to publish, when to publish it, and how each piece supports your revenue goals.

In this guide, we'll walk through a simple SEO content calendar framework you can use for your Shopify store. It is based on six key columns: Keyword, Format, Rank, Group, Style, and Funnel. You can build it in a spreadsheet, connect it with your favorite SEO tools, and use Topify to track how each page performs over time.

Why Shopify Stores Need a Content Calendar

Consistency wins. Google rewards websites that publish and update useful content on a regular schedule.
Better prioritization. You always know which pages or blog posts to work on next instead of guessing.
Clear link to revenue. Each piece of content is connected to a stage in your sales funnel, from discovery to purchase.
Easier delegation. If you work with writers, SEOs, or agencies, everyone can see the plan in one place.

Let's break down the columns that make this calendar work.

1. Keyword: The Core of Every Content Idea

Every row in your calendar starts with one primary keyword you want your Shopify store to rank for.

The primary keyword we're targeting. This is usually a phrase your ideal customer types into Google, such as "vegan leather backpack" or "b2b seo tools".
Comes from keyword research and clustering. Use tools (or Topify's data) to find search terms, then group similar keywords into clusters to avoid duplicate content.
Prioritized by business impact. Focus first on keywords that are most likely to drive sales or strategic visibility for your store.

Tip: Add a second column for "Search Intent" (informational, commercial, transactional) if you want even more clarity when planning.

2. Format: What Type of Content You'll Create

Next, decide the best format for ranking for that keyword and serving the searcher's intent.

Possible formats: blog post, product page, collection page, landing page, buying guide, comparison page, FAQ, or listicle.
Tied directly to search intent & keyword. For "best running shoes for flat feet", a comparison or listicle works. For "buy blue silk dress", a product or collection page is better.
Based on SERP research. Look at the top 10 Google results and match the dominant format you see there.

For Shopify stores, some of your most powerful "content" pieces are optimized collection pages and detailed product pages, not just blog posts.

3. Rank: Track Your Current Performance

The Rank column tells you how each URL is performing in search right now.

The current rank of the content. Add your average position for the main keyword (for example, #5 or "Ranking 21").
If ranking, include rank and link to the article or page. This helps you open the URL fast and see what needs to be improved.
If there is no rank, it's a new piece of content. Mark it as "Not ranking" or "New".

Using Topify, you can automatically track which Shopify pages are moving up or down in the SERPs and update this column on a regular basis.

4. Group: When the Content Will Be Published

The Group column usually represents the month or sprint when the content goes live or gets updated.

The month it will be published. For example, "Feb '25", "Mar '25", or "Q1 2025".
Keeps the team on schedule and organized. You can immediately see what is planned for each month.
Helps track freshness. Months later, you'll know which pieces may need an update.

For busy Shopify stores, planning at least one to two months ahead avoids last-minute stress before promotions or seasonal peaks.

5. Style: New Content vs. Content Updates

Not every SEO win comes from publishing something brand new. Often, updating an existing page is faster and more effective.

Whether the content is "New" or "Update". Mark each row as one of these two options.
Helps define the workflow. Updates might only require better copy, refreshed images, or more internal links, while new pieces need keyword research, design, and development.
"Update" means adding content to an already existing page. For example, improving a collection description or expanding a buying guide.

A healthy Shopify SEO plan usually mixes both: updating key money pages (product and collection) while also adding new blog posts and guides.

6. Funnel: TOFU, MOFU, or BOFU

The last column connects each piece of content to your sales funnel:

BOFU (Bottom of the Funnel) – ready-to-buy visitors (e.g., "buy red yoga mat", "pricing", "shipping times").
MOFU (Middle of the Funnel) – comparing options (e.g., "vegan leather vs real leather", "best yoga mats for beginners").
TOFU (Top of the Funnel) – learning and problem discovery (e.g., "how to start yoga at home").

In the calendar:

Mark each row with BOFU, MOFU, or TOFU.
See where your content is heavy or light. Many brands over-invest in TOFU and ignore BOFU.
Prioritize BOFU first. For Shopify stores, bottom-of-the-funnel pages often bring the fastest ROI, so fill those gaps before expanding to broader topics.

Putting It All Together: Example Workflow for a Shopify Store

Collect keywords. Use keyword tools and your own store search data to find terms related to your products, categories, and customer problems.
Cluster and prioritize. Group similar searches, then choose the cluster leaders that have good search volume and are relevant to your products.
Fill in the calendar. For each keyword, choose the best format, mark the funnel stage, and assign a month (Group) and Style (New or Update).
Create or improve content. Write or update product descriptions, collection copy, blog posts, buying guides, and comparison pages.
Track rankings. Use Topify and other SEO tools to monitor your Rank column and decide which pages to refresh next.

How Topify Can Help

Topify is built specifically for Shopify SEO. You can use it together with your content calendar to:

Monitor how your Shopify pages rank for priority keywords.
Spot opportunities to update underperforming content instead of creating everything from scratch.
Measure the impact of each month's content plan on traffic and sales.

Set up your calendar once, plug in your data from Topify, and you'll have a clear, repeatable system for growing organic traffic to your Shopify store.

Start today: open a new spreadsheet, add the six columns—Keyword, Format, Rank, Group, Style, and Funnel—then list the next 20 pieces of content you want to publish or improve. In a few months, your organic traffic and sales will thank you.