SEO Ecommerce Content is the secret sauce of online sales. Ecommerce sales are expected to reach $4.5 trillion worldwide by 2021. That’s an increase of nearly 250 percent from 2014 (when sales were $1.3 trillion). In the US, nearly 80 percent of people have made at least one purchase online. According to research from Pew, around 4 percent of people are making multiple purchases a week.
What does this mean for ecommerce retailers and content marketers? For one thing, it means there’s a lot of opportunity. For another, it means there’s a considerable amount of competition in the ecommerce sphere. One way to stand out from the competition is to rank high in search results. That way people who are looking for what your brand has to offer find it quickly. SEO ecommerce content can help your company get to the top spot on Google and other search engines. Here’s what you need to know about SEO ecommerce content, and how to get started with it.
What Does SEO Ecommerce Content Look Like?
SEO ecommerce content walks a fine line. It needs to balance the needs of both search engines and humans. Neglect the needs of the people who find and engage with your content and you’ll likely fail to make a sale.
SEO ecommerce content should solve a problem people have. One common issue shoppers face is “what’s the best product to buy for _____?”
For example, a shopper might be looking for the best portable turntable. With that in mind, examples of ecommerce content can include reviews of portable turntables, a how-to video explaining what to look for in a turntable, or a quiz to help a person choose the turntable best for them.
Why Should You Care About SEO Ecommerce Content?
Why should your brand bother investing in SEO ecommerce content? For one thing, producing content that ranks high in the search results can be the difference between getting new customers and not.
Websites that end up in the first spot on a search engine results page have a nearly 35 percent click-through rate. The top five results on a page get nearly 70 percent of all clicks, while results 6 through 10 get less than 4 percent of clicks. Less than 6 percent of click-throughs occur on results on the second and third pages of results.
Another reason to care about SEO ecommerce content is that producing it helps shoppers. More than 80 percent of shoppers do research online before making purchases. They’re looking for information and advice before they commit to buying. By providing them with the information they need, you’re increasing the likelihood that they’ll end up buying from your brand.
If you’re hoping to meet people where they are and attract new audiences (and new customers), you need to focus on getting your content on that first page — preferably in the top five results.
How to Produce Your Own SEO Ecommerce Content
Where and how should you start when it comes to creating SEO ecommerce content? Here’s a step-by-step guide.
The first thing to do when producing SEO ecommerce content is figure out what keywords you want the content to rank for — that is, what phrases will cause your content to land in the top spot on search engine results pages?
The ideal keywords do a few things
They’re popular (but not so popular it will be tough to break into that top spot), and they’re likely to convert visitors into customers. One keyword formula to use is “best (name of the item) for (reason it’s used).”
Look at the competition
You don’t want to copy your competitors, but you do want to know what they’re doing. For one thing, you want to know what keywords they’re going after so that you can vary your own targeted keywords. For another, you want to see what types of content they’re producing so that you can do it better.
Decide what types of content to produce
Blog posts, videos, long-form articles — what types of content should you create for your ecommerce site? You can use your competition as a reference. Then search to see what types of content are on the first page of results for your keyword. You can also try a bit of trial and error, producing various forms of content to figure out what works best for your brand.
Optimize your content
While there are some aspects of SEO that are beyond your control, on-page optimization is something you do have full control over. Optimizing your content means paying attention to the use of keywords in the text, in the page title, and in the meta information. It also means making your content and website easy for people to navigate, and including links to other pages on your site in the content you’re creating.
Put the audience first
It can be easy to forget the most important thing: Your SEO ecommerce content needs to focus on your audience. When creating content, remember that humans are going to read or view it. Think about what they need, and what information they’re trying to get from your content.
In the end, the most important thing for SEO is that your content engages its audience and does what it promises to do — solve a problem for consumers. Getting to the top spot on the search engine results page won’t matter if the content behind it is worthless.
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