SEO and Content marketing are interdependent. When it is thoroughly planned and executed properly, content has the ability to improve your natural search performance greatly. This is why we have assembled a list of 5 rules that you can follow to successfully blend Search Engine Optimization needs with eCommerce content creation.
Research What Customers Care About
Marketing specialists embrace market research in order to discover their customers’ needs. SEO keyword research is another free and efficient method of amassing eCommerce content ideas that people care about. Aim to answer questions that people ask search engines as well as the larger topics that drive a great amount of demand.
Do not forget to interview your customer support team for ideas. They work on the front lines and answer questions that often mirror the information that users are looking for.
Select Content Types Sensibly
Do not default to writing simply articles. Certainly long-form article content can be good for SEO, when it is written around a topic that user search in large numbers. However, addressing FAQ or publishing tutorials will convey the topic clearly and it will also be more likely to rank. The best eCommerce content type will depend on what will benefit your customers most, as well as what will rank best.
So how do you decide which content type is the best? Well, as with everything else these days – Google it. Search for the phrases you wish to rank for and pay attention to the types of content that is already ranking well.
Include Descriptive Text
Search engines continually evolve their capabilities, but they still need descriptive text in order to help them fully understand the eCommerce content and the context of images and video. Always include transcripts for your videos and describe images and infographics that contain key points you want to make.
Even if the content is clearly visually understandable to customers, search engines need the descriptive text. Without it, search engines will not be able to understand the relevance of content and they would not be able to rank it, meaning no traffic and sales from organic search.
Remember What You Want to Sell
Stick with eCommerce content ideas that accord with the products and services your business offers. Searchers are interested in an endless amount of products, concepts, and information. Google reported that 15% of the search queries they receives per day are brand new. But only a fraction of these searches are relevant to your business.
You cannot win organic search traffic or drive sales or leads if you keep trying to generate content outside of the information related to your specific product base.
Write for Your Audience
Unless your audience uses the same words as you in your business, skip the jargon and create eCommerce content using plain, simple and descriptive language. Even better, refer to keyword research when deciding what you want to create content about. This will also tell you how customers think and speak about your products and services.