The content that you publish on your website is just as important as its structure. This is because that content tells Google, and other search engines, why people should explore your site. There is always something that you can do to make your website better, and we wanted to help out. Here are our top tips for creating the best possible content for your eCommerce site!
Use Power Words That Will Boost Engagement
Make sure you’re paying special attention to your choice of words because your content should always serve a purpose. Including phrases such as “On Sale”, “Free Shipping”, and “xx% Off” will help increase your page’s click-through rate (CTR.) Additionally, keep a minimum of 1,000 words and use at least 3-5 keywords throughout your category and product pages. There should also be in-depth, thorough product descriptions because, without this, Google will not be able to rank you and drive organic search traffic to your website.
Share Curated Content
You should be using hit words in your content which will ignite engagement and encourage sales on your product pages. This can be done through the compelling descriptions, that we mentioned above, and specific call-to-action (CTA) language. Always try to create content that challenges or compares multiple products that are currently trending.
Once you figure out what’s trending in your industry, you can use that to create a strategy that will help you reach a large audience. The Google Insights tool can be helpful in keeping up-to-date with the latest trends and news. Keep in mind that your choice still must relate to the product that you are attempting to sell.
Here’s an example for you.
Freedah Luxury writes blogs about vanity light bulbs and makeup travel tips, although their products focus mainly on mirrors and other makeup accessories. While these topics are not directly about vanity mirrors, they touch upon items that complement Freedah Luxury’s products.
Don’t be afraid to put some effort into creating content. Although you may not think it to be a priority, writing posts more often can significantly help boost traffic. A 2015 study by Hubspot shows that companies that publish over 16 blogs per month acquire nearly 3.5 times more traffic than companies that publish between 0-4 per month.
A great way to get traffic to your blog is to create seasonal guides and trends for the products you sell. As another example, Freedah Luxury posted a blog on how to style your college room vanity, just in time for back-to-school season.
Optimize Your Content
Using SEO (Search Engine Optimization) tactics to optimize your content for search engines will help increase traffic to your eCommerce website. One way to do so is to optimize the following areas with keyword targets:
- Title tags
- Body copy
- Product descriptions
- Image alt tags
- Meta description
- Within the URLs
Another way to optimize your content is to ensure that your URLs are user-friendly. This means that the URLs should include keywords, with as little numbers and miscellaneous characters as possible. Also, remember not to keyword stuff your content, as it should read naturally.
Your title tags and descriptions are the ones that should be read like an ad. After all, you are trying to convert potential buyers and, the higher the CTR that you have, the higher Google will place you on the SERP (Search Engine Results Page.)
Use Multiple Content Types
There are so many other content forms that you can embrace, rather than just blog posts. This can be a useful strategy for maximizing the number of potential consumers that you intend to reach. Let’s take a look at some other content types.
Video: Incorporating visual content marketing can provide a number of benefits. A video on your social media timeline can show a personal side to your business and allow you to connect to your audience on an emotional level. Videos are also great fast-paced content, meaning users can view them anywhere, rather than having to sit down to read a post. If you create good video content, it can be easily shared across multiple platforms, reach a larger audience, and gain more and more backlinks.
Infographics: Infographics are the single most-shared form of content, three times more so than any other kind. This knowledge should show you how vital they will be to your brand building strategy. Like any other content you publish, your infographics should be uniquely yours and captivating.
Email Marketing: If your goal is to connect and communicate your brand value, email marketing is the way to go. Email marketing websites, like Mail Chimp, can help you retarget previous customers as well as connect you to new, potential customers. Your emails can send reminders about abandoned carts, give product and upgrade recommendations, and give reminders to repurchase products that need to be replaced. Email marketing is also great in building brand awareness.
Take Advantage of Social Media
Social media is an invaluable asset to any eCommerce website. You can use it to entertain your audience with content that is specific to them and offers you an opportunity to convince potential customers why they should purchase your product. It also helps give your audience a better sense of the product you are selling and can allow you to communicate with them on a personal level. So as not to waste your efforts, it is crucial that you identify a target demographic.
The product pages on your website should always include some social integrations so that people have the option to share your products, which is a great way to generate more organic traffic. Your team should also find ways to make your product appeal to your audience by offering certain incentives and benefits. Examples of these could be:
- Solutions to problems (such as a product that claims to help remove nail polish completely in seconds while retaining soft supple skin)
- Events that they should attend (Ex: A mixer to network with others in your industry)
- Editorial content to supply additional information about your product
Your company should be using every resource they can to help drive traffic to your website, and creating content is one of the most efficient and cost-effective ways to do so. Like all aspects of SEO, it takes a bit of time to see the results but when you do, it’s like an avalanche. Then you’ll see that all your hard work was worth it.
Elena Goodson is an SEO content creator, social media manager, and stand-up comic in San Diego. In addition to running her own website, Slow Boat Library, she works for a digital marketing agency, New Dimension Marketing and Research.