SEO content hubs on Shopify (buying guides → oven guides → recipe hubs)

TL;DR

I designed and implemented a landing-page system for an ecommerce storefront (public brand referenced below) built around SEO hubs:

• Buying guides (foundation hubs)
• Oven guides (home-use support pages)
• Recipe hubs (destination pages)

The goal was clean hierarchy, strong internal linking, and pages that help home users make the right purchase decision.

Scope (high level)

Planned 13+ pages across three phases:

Phase 1: Buying guides (publish first)

• Pizza / Bread / Baking / Pasta / Gluten-Free

Phase 2: Pizza oven guides (publish second)

• Home oven guide (450–550°F)
• High-heat oven guide

Phase 3: Recipe hubs (publish last)

• Pizza / Bread / Baking / Pasta / Pastry & Pie / Gluten-Free

(Internal draft links and admin URLs are intentionally excluded.)

Why this order

• Buying guides are the SEO foundation (broad intent, “how to choose”).
• Oven pages strengthen the pizza hub and capture home-user modifiers.
• Recipe hubs work best once the guides are live because linking becomes clean and no page is orphaned.

Internal linking strategy

The system is built to avoid orphan pages and to create a predictable crawl path:

• Each guide links to:
  • the relevant product group(s)
  • the oven guides (where relevant)
  • the recipe hub
  • related guides (“bread ↔ baking” crossovers)
• Each recipe hub links back to:
  • the buying guide hub
  • the relevant products / collections
  • a small “start here” block for new users

Content structure (what makes it rank + convert)

For every page, I follow a consistent structure:

• One clear H1 (page promise)
• Scannable H2/H3 sections (no skipping levels)
• A short “best answer first” section for fast readers
• A decision table or decision tree when possible
• FAQs that match real user questions
• Clear product CTAs that don’t feel pushy

Example storefront (public)

Primary storefront: https://caputoflour.com/
(This case study focuses on architecture and best practices, not internal operations.)

What I’d do next

• Add a lightweight internal link audit every month (avoid drift and orphan pages).
• Measure per-hub impact: impressions, clicks, assisted conversion, and “next page” behavior.
• Expand hubs with “troubleshooting” pages and glossary-style support content.