What Content Works for E-commerce SEO?
I don't believe that E-shops have a lot of opportunities to gain backlinks with their default setup. For e-commerce, I would build an information cluster relevant to what the shop sells. Plus, e-shops have a lot of issues with technical blockers to SEO like crawling, indexation, speed, and content not organized correctly. For the technical issues, I would start with a technical audit and fix the issues. In regards to the content, I would prepare a bulk of informative pages and organize them (interlink) into topic clusters. Every page would play a role and support the main topic page (landing page), where we would expect the sales to happen. I would also merge or remove not effective content to raise quality. Only then it makes sense going out and start building backlinks.
With supportive informational pages, you can also expect some link gains. People like linking to more information regardless of the destination site. Do you know your sector well enough? What secrets can you share? How useful can you be to your customers? How much information do you keep in your drawers and in your head that could fill in pages with posts? What is the best advice you can give to customers about what to buy and what to avoid? What information can you share that's different from your competitors?