If a tree falls in a forest and no one is around to hear it, does it make a sound? If your online store has great products, but nobody ever stumbles upon them, are they truly great?
Today we will be talking about all the ways you can drive organic traffic to your website and rank higher on search engine result pages (SERPs). In other words, we will be talking about how to level up your SEO content for eCommerce and stand out with quality content.
Creative and engaging content can bring you thousands of visitors per month to your online store. And if executed well, you end up spending less money on SEO content than on ads. According to WordStream, the median cost-per-click in the apparel industry is about 89 cents, and the median cost-per-action is around $10.
So no matter if you’re a small or big business owner, an online business, or a brick-and-mortar shop that also offers a virtual store – this guide is for you.
Must-Have Blog Types for Your eCommerce
One of the best ways to hike up your store’s online visibility is through a blog. It helps you inform, educate, inspire and entertain visitors and customers. If you’re not sure what kind of blogs you should be publishing on your eCommerce website, we compiled a list of some must-have types of blogs for eCommerce. This type of content focuses on being useful to potential customers and tries to solve their issues by offering your products.
Potential customers ask many questions about products – use this to shape their commonly asked questions into posts. Blogs that focus on FAQs are useful because people do read blog posts about products when doing their research. They want to skim over your FAQ post instead of going through the whole store.
Listening is an important component of marketing. Listen carefully to what your customers are saying and you will get a sense of what they want. Then, use that information to write in-depth buying guides that will help future customers make a purchasing decision. So, a detailed guide can increase sales and social shares from users searching for information they need.
Make room for blogs that are dedicated to specific products. That way you will drive organic traffic to product landing pages. But, you will also show authority and customer-friendliness.
You can do this through “how-to” posts that explain how to use and maintain a product that the visitor is searching for. Use this opportunity to explain the many benefits of the product and how to make using it as simple as it can get. That can help people make purchasing decisions. Both if it’s a new product that needs product views and if it’s a best-selling product.
Every season brings with itself a spike in seasonal searches. Keep this in mind when coming up with blog topics you could cover and which your customers will find useful.
If your eCommerce store offers running shoes, you can do a number of seasonal posts related to sneakers. In the winter, runners need waterproof running shoes made of sturdier material. During summer, they will want lightweight models that let their feet breathe. Publishing these kinds of posts at the right time and optimizing them with season-appropriate keywords will drive more visitors to your blog and your store.
Coming Up With More Engaging and Useful Blog Topics
How do you come up with good blog topic ideas? To get more sales using SEO content for eCommerce, you need to pick topics that attract your target customers.
Focus on Customer Personas
Later on below, we will cover the crucial role keywords play in choosing a topic. But there are other ways to find topic ideas. And we’ll start with two words – customer personas. These are profiles of the types of customers you’re targeting.
Besides telling their age and income, a customer persona is a compass for your customer’s hobbies, interests, problems, and goals. Based on their issue or the solution you’re offering them, you can start coming up with some topic ideas. So in a way, your target customer already fleshed out some ideas for you.
Research Quality Competitor Blogs
Competitor blogs are fertile ground for ideas. After all, to get some organic traffic, you need to take organic traffic from someone else. And that is done by making your content rank higher than your competitors.
Begin your research by going through the top 5 ranked articles on search engines for your search query. Ask yourself:
- What are these articles covering?
- What topics are they missing?
- Can I add something new and valuable to the topic?
- How long are their posts?
- What type of visuals are they using?
You will notice that all competitor blogs aim to seize the reader’s attention right from the start of the article and hold on tight.
Feel the Pulse on Social Media
Social media is a vast marketing playfield that you won’t only use to promote your content. You should apply it to track the needs of target customers.
If you’re an owner of a niche business, look for a Facebook group on a similar topic. One where there’s a lot of conversation going on. Look for topics that come up time and time again. That’s a good indicator of what interests people and what issues they want to be solved. The same goes for Reddit. Search active subreddits where your target audience posts a lot. The subjects of their conversations can be great starting points for shaping out your topic ideas.
Shaping Effective Product Page Content
There are some rules to the anatomy of a product page. If you follow the key tips for optimizing the content on your product page, you can increase both traffic and conversions.
You need to use proven marketing triggers that lead potential shoppers to add an item to the cart. That is done partially by grabbing their attention straight away. Other content elements that your product page should have are:
- The item’s overview: name, pricing, features, CTA, and customization options (if offered)
- User feedback, rating, and other social proof
- A unique product description rich in information and straight to the point.
Writing an excellent product description will rely on your buyer’s persona, effectively using the short text to offer a solution to the problems your potential buyer has. This approach is a great way to save time and money because instead of targeting a broad group of people in an impersonal manner, you will be focused on your core audience.
Another trick for product descriptions is spinning them in such a way that they highlight benefits rather than features. People don’t just need to know what your product does – they want to know how it can make their lives better.
eCommerce stores run into problems with duplicate content more often. So make sure you are writing unique product descriptions. That is easier to achieve if you implement a bit of storytelling in your product descriptions. You need a good team of writers to achieve that, but it will be worth it. Telling a story that resonates with your customers is a way of creating an emotional bond. It imprints a picture in their minds of their life being easier and brighter thanks to the product. But don’t go overboard with the product description length – stay in the 300-400 word range.
Pick Keywords That People Are Searching For
You shouldn’t attract just readers, but people looking to buy something, as well. Let’s say you have a flower ordering business. It’s fine if you write a blog guide based on the fact that people google “how to make a flower arrangement.” But instead of having just “how-to” guides, you should also write blog posts and product descriptions based on searches such as “best flower arrangements” since people making those searches are ready to order some flower arrangements. And this is where we veer into an SEO staple – keyword research.
Your top spot on Google won’t mean much if you’re writing about topics customers aren’t interested in. That’s why you should follow proper keyword research principles to find what exactly interests your targeted consumers.
If you’re unsure where to begin with your research, consider a keyword research tool such as Ahrefs to find out how many people are looking for topics related to your business niche. Once you put in your keyword, you will get results that detail its keyword density, search volume, number of organic clicks, and so on.
But it’s one thing to pick a keyword and another one to get ranked with it on search engines. The aforementioned keyword tool gives you a keyword difficulty score that lets you know how competitive your keyword is. The bigger the number, the harder it is to rank high on Google and other search engines.
Bear in mind that keywords can also be categorized using the sales funnel. Since the sales funnel has the top, middle, and bottom sections, we can sort keywords into three groups:
- Bottom-funnel keywords – high-intent: These keywords are highly specific, action-oriented and mean that the people searching for them are near to making a purchase. In other words, they are at the bottom of the funnel.
- Middle-funnel keywords – medium-intent: The keyword intent is a bit less specific but still long and detailed. Those making such searches have a lower sales intent and are in the engagement phase. To guide those potential customers down the funnel, create effective content that answers their questions and directs to your offered products.
- Top-funnel keywords – low-intent: People typing in top-funnel keywords don’t have a particular drive to purchase a product. But don’t toss them out that quickly – they’re in a research phase, so why not recommend them something?
We can use the sales funnel to present another kind of search intent keyword categorization. It’s another way for content writers and eCommerce store owners to offer visitors and customers relevant and useful content.
- Informational intent: At the top of the sales funnel, this intent has a low conversion probability. It may lead to conversion later on, but for now, those people are searching for answers to their specific questions.
- Commercial intent: With low to medium conversion probability, commercial intent means your product page should help give users relevant details that can help them decide whether to make a purchase or not.
- Transactional intent: This sort of search intent will probably lead to a conversion. These people are searching for specific brands, wanting to find out prices, shipping options, etc. What they need at this moment is to compare prices and find the best deal.
Navigational intent: Users with navigational intent are closest to the bottom of the funnel. They’re looking for a specific website. These searches typically contain a brand, item, or name of service.
Don’t Forget About Internal Links
Your eCommerce website won’t rank on SERPs without other web pages linking to it. For effective link building, turn to internal linking, a.k.a. linking from other pages on your site.
To get your products, category pages, and blogs to rank well, implement internal linking because:
- That makes the job easier for search engines: Google looks at the pages that link to your page to understand its meaning.
- It’s more user-friendly: Potential customers will navigate your page more easily if you provide multiple internal links throughout it. The more links you use, the bigger the chance of them discovering a new item they want to buy.
To reap the most benefits from internal linking, follow some simple rules, such as linking specific categories and subcategories. This practice of topic clusters is all about interlinked pages that are all connected to a specific topic. For instance, pages about almond butter should link to pages about other kinds of butter. That lets Google know that the pages are related, since search engines are not just focused on keywords, but topics, as well. To implement topic clusters smartly, create one pillar content page that comprehensively covers related cluster content topics through hyperlinks.
While you shouldn’t forget about outlinks (links that lead to high-authority websites that are not your competition), see that your inlinks outnumber them. That especially goes for your cornerstone content, which is your most valuable and bottom-funnel content.
And diversify those links – add navigational, contextual, and hierarchical ones. The navigational ones are internal links from your website header, footer, and menu. Contextual links stem from your original content (articles and product descriptions), while hierarchical internal links are from parent, child, and sibling pages.
Optimize Your Blog Length
Longer is not always better. While some tend to think that lengthier articles are a better choice due to having more keywords and phrases, that doesn’t always translate to better ranking.
Search engines like Google value quality over quantity. So the bigger the informational value of your blog, the better it will fare on SERPs.
Another must for any writer for an eCommerce website is keeping it short and snappy. Try to keep your sentences fluff-free. Not only will the article perform better, but it also be easier to read. You will also come across as more direct.
Update Your Old Content
If you have been in the business for a while, you probably have older content somewhere on your website. Having a lengthier track record can be a plus and a sign that you have an established business. But it can also signal that your content needs a facelift.
Get your writer to update older content, especially if some of it was made without optimization strategies in mind. Adding banners, well-placed headers and titles, as well as inlinks can easily make your older content more SEO-friendly.
Other, newer content can be modified to suit the ongoing year. For instance, if you have a blog about the “best toys your kids will love,” refresh the list by removing some older toys and adding the two most in-demand ones for the ongoing year. Then, have your writer add the number of the year in the title, and – voila – your article is once again ready to go.
Speaking of Ready to Go…
Now you know the first steps towards creating an effective SEO Content strategy for your eCommerce. Using the tips outlined in the article can help you boost your conversion rates, drive more traffic, and grow your brand.