What is e-commerce content marketing?
E-commerce content marketing is the use of digital content to draw in online traffic. When e-commerce first started, content marketing focused largely on just showcasing products. However today it has transformed and evolved to focus on creating brand connect and awareness, aiding search engine ranking and increasing click-through-rates and ultimately conversion rates.
Whether you are just getting started with a new website or looking to improve an existing site you will know that ranking higher than your competitors on Google is key. If you don’t have a strong SEO strategy you will be losing out on brand presence, clicks and therefore sales. The following 7 rules for e-commerce content marketing are designed to provide you with useful suggestions to enable you to step up your SEO game.
1. Research is key
Research is the most important part of SEO. Embrace market research to ensure that you have a grasp of what is important to your customers. By understanding the questions that your customers are asking not only search engines but also your own customer support team you will be able to gather and address the content ideas your customers really care about.
Keyword research is also crucial. Keywords are the phrases that your target audience will use to search for the products or services that your site is offering. Targeting the wrong keywords can damage your site by generating low quality traffic so go for keywords that are highly relevant to your brand or products. Steer clear from keywords that are too broad or competitive or you may end up with a high bounce rate.
2. Content Type
Choose your content type wisely and mix it up. Blogs or long article content are a great way to include more important keywords that don’t make it onto a page of your site. With a blog, you can optimise each post for a keyword that you aren’t targeting with the main pages of your site. They also enable you to promote products and services that your brand is offering and increase user engagement and brand awareness.
Other formats to consider are addressing FAQs or writing listed content, step-by-step guides, infographics and videos which will also convey your meaning clearly and rank well. Listed content is a concise and easy way of including information about your product favoured by readers as they don’t have to do vast amounts of research. In addition, infographics are not only visually appealing but they are highly shared content on social media. The best way to gather a buzz about a product is through social media so increase word of mouth mentions by getting your content right.
3. Ditch the Jargon
Too much technical jargon will reduce the readability of your content. Your customers will spend more time reading content that is simple to understand and is written clearly and simply. So ditch the jargon and stick to plain ad descriptive language, ideally based from the research that you have already done. Understanding how your customers think and talk about products and services will enable you to tailor your language appropriately.
4. Keep to the point
It may sound obvious but a common mistake is to generate content that is outside of the information related to your product base. Keep it simple and stick with content that coincides and is related to the product and services that you are offering. Simple and relevant content is what you need to drive traffic and sales for your site.
5. On-Page optimization
Ensure your site structure is simple as great site architecture can dramatically impact your site’s usability. Ideally you want few clicks as possible between your homepage and product pages and base your architecture around your targeted keywords. Great user experience means that your website is helpful, easy to use and users will not only spend more time on your site but will likely keep returning.
6. Linking content
Linking content to your site enables your customers to access new information and provides context for search engines. Use your header and footer navigation to link to content to enable customers, searchers and search engines to easily access all the information that they need to know about your product and services. Although too many or low quality links may have a negative impact on your SEO, links to useful and relevant content such as guides and reviews should help increase sales.
7. Further testing
It is important to put in place a testing and optimisation strategy to ensure that your SEO continues to improve.
- Using analytics to see which keywords are converting the highest
- Keep finding high converting keywords to add to your SEO strategy
- Test page titles and descriptions to ensure click throughs increase
- Split testing of page content to increase conversions from web traffic.
When setting up your e-commerce site there are many reasons why you should optimise your site for search engines, but the main reason is of course to increase sales. Despite it taking time and dedication to get it right, the benefits are worth it as you will see an increase in quality traffic which will lead to more sales and repeat visitors.
Join us at Seamless Vietnam on September 6 – 7 in Ho Chi Minh City to find out more about content marketing and how to improve you SEO strategy.