Most small craft and specialty retail brands are told to start a blog. For a catalog under a few hundred SKUs, that's usually the wrong first move. Product-page SEO, ranking for the exact thing you sell, tends to convert faster and take less time to build.
Prioritize this first
- Unique, specific product titles and descriptions, not manufacturer copy pasted across every retailer.
- Real customer language in descriptions, pulled from actual reviews and questions.
- Category pages that target the searches people actually use, not just internal naming conventions.
Where blog content earns its place
Once product and category pages are solid, content that explains your craft, process, materials, the 30-year story behind the work, builds the kind of authority and backlinks product pages can't earn on their own.