There's no doubt about it, quality content is one of the big things that makes websites great.
Search for any keyword in Google, chances are the top 10 results will be filled with content that you will find useful. Of course, this is what search enginges are used for: giving searchers the best, most informative information.
As a website it's absolutely imperative that you have good, readable English articles on your website related to the niche which you're promoting. Does your niche store sell cellphones? Write cellphone reviews. Does your niche store sell lawnmowers? Write lawn tips or articles on how to pick the best lawn mower. You get the picture.
Ultra-Important for SEO
Google loves unique, quality content. If you're looking to rank for a specific term, then it's in your best interest to write an article loosely focused around this term. Don't make it a big fluff article that nobody is going to find useful, give it real substance.
Put some time and thought in your articles - write a small outline and present solid points your visitors are actually going to find useful.
Good content is just as important as good links, don't neglect either of these!
Presell What You're Selling
As your visitor reads your articles, they will become warmed up to your offer. Have you ever visited a website that just has pages and pages of products? Did seeing all these products make you want to buy? Chances are, it didn't. Have you ever visited a website where you read an informative review about a product and then purchased the product after you read the review? I certainly have.
doesn't involve hard sales pitching in any way. You're merely presenting honest facts to your reader, negative or positive. Be brutally honest about the products your niche store offers, customers will appreciate it and will come back to your website because they TRUST you.
Keep Your Visitors Eyes Glued to Your Site
Good content will keep visitors on your site for longer periods of time. Instead of arriving and then leaving quickly because they realize your site has nothing good to offer them, they stick around to read up on something that interests them.
The longer visitors stay on your site then the better chances you have of them noticing and clicking on an ad, or clicking through to your affiliate links and making a purchase.
A nice plugin I like to use on my Wordpress sites is Popularity Contest. It displays my most popular articles on the right-hand site so visitors can get to my best content quickly and easily.
What Not to Do
The absolute worst thing you can do is just load up your niche store script and make your site into just pages of products. Make your website interactive, keep your visitors entertained with good content - make sure they stick around for as long as possible!