Your admin is full of stories. Almost nobody uses them.
Most businesses have to commission research to have something worth saying. You do not. A Shopify store generates original, exclusive data every day, and it sits there unused. Four exports we ask for on day one, and what we usually find in them.
Where in the country a product over-indexes. The most reliably coverable structure in digital PR, because it gives every local outlet its own angle.
What is up sharply year on year and what is falling away. A genuine trend, evidenced by real transactions, is a headline a journalist can build on.
What people type into your search bar, especially the searches that return nothing. That gap between demand and supply is frequently a story in itself.
The surprise bestseller, the thing that sells out every year at the same moment, the category nobody expected to grow.
None of this can be replicated by a competitor, dismissed as recycled, or argued with. It is also exactly the sort of original data that AI systems cite at several times the rate of standard content.
On Shopify, the pages that make money are your collections. They are also the pages most likely to be stuck behind larger competitors, because they are where every store in your category is fighting. A homepage link is a fine outcome and a wasted opportunity.
You cannot ask a journalist to link to a collection. You can design the campaign so the editorially natural place to link happens to be that collection. That decision happens at the idea stage, not at the pitch.
Shopify makes this part easy and most stores still skip it. Once a recognisable publication has covered you, you have earned the right to say so. Add an as featured in row to the homepage, the collection templates, the product template and the cart.
A first-time visitor hovering over the buy button, in a market full of stores that might not exist next month, is reassured by names they recognise. We hand over coverage in a usable form, so it can go straight into the theme, the email flows and the ad creative.
No journalist writes about a pet tracker just because it exists, so we built Maven Pet's campaign around something dog owners already worry about: ticks. We ranked every US state by searches for tick bites, removal and treatment, adjusted for population. Maine came out top. Launched as tick season started, it ran on PetHelpful, AOL, Weather.com and Yahoo, and a state ranking gave every regional outlet its own headline.
No product pitch. Just a story dog owners wanted to read, with Maven Pet's name on the data.
Not full access. Data exports are enough for campaign development: orders by region, sales over time, search terms and product performance. We will ask for analytics and Search Console access for reporting.
We only ever publish aggregated, anonymised findings: regional patterns, percentage changes, rankings. Never individual customer data, and never absolute revenue figures unless you specifically want them public.
Not for the PR. It changes how quickly you can deploy the coverage on-site, which is worth planning for before the first campaign lands.
Indirectly. Coverage builds branded search and brand recognition, which lifts marketplace performance too, but the links and rankings benefit your own store.
Come with your brand and your goals. We will tell you honestly whether there is a strong digital PR programme here, and if there is, what it would look like.
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Searchant is an AI SEO and digital PR agency for ecommerce brands, based in North Yorkshire, UK.
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