Should I create original content or earn third-party citations?

Both matter, but for an e-commerce brand the priority is usually getting your product pages accurate and complete first, that is often the biggest gap, ahead of content or PR work. Third-party citations (press, comparison sites, reviews) reinforce how credible AI engines perceive your brand, but they take longer to earn and are less directly in your control. Tadow focuses on the lever you control immediately: fixing your Shopify catalog so it is correctly understood and cited by AI engines, before layering on a broader content strategy.