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How to Align Content Writing and SEO for Ecommerce
E-commerce sites have their specifics in terms of content and SEO promotion. And the main task is to find the most reasonable middle ground when you can sell users what they want to buy. Give them valuable content and competently guide them through the sales funnel, plus at the same time work on the SEO indicators of your site to advance to the highest Google positions.
In this article, we will consider two aspects of promoting e-commerce sites - this is content and SEO promotion. We will tell you how to squeeze the maximum out of these two possibilities, and how to combine them competently for maximum efficiency.
Come up with the right semantic core
Even if you write very fresh content, it will not make sense without the SEO component. Therefore, the first stage is a comprehensive approach to the formation of a semantic core for each of the categories. Consequently, it would be best if you collected keywords for the following categories.
- Product description. These are the words that characterise the product itself, for example, "iPhone X refurbished"
- Location. An example of this keyword would be "buy iPhone X in Los Angeles."
- Keywords for training materials.
These are the keywords that you will use on your blog to show users how to use your product. For example, "how to use Siri on iPhone X."
Make your product descriptions selling and SEO optimised
Many owners of online stores believe that the product description is a photograph and a brief description of its characteristics. At best, there's also video.
However, product descriptions are a powerful marketing tool that allows you to combine content, SEO optimisation, and marketing on one page. And for this, you need to review the descriptions of the goods that you currently have in your store.
- The first thing to do is to collect a few keywords that maximally describe a particular product.
- The second is to show how your product solves a specific user problem.
- Thirdly, your product description should be structured and easy to read.
Create separate lists for technical specifications and user benefits. At the same time, it is recommended to leave only the main characteristics, and hide the full list under the link Show more, but the advantages should be described in full.
Write some guest posts to improve your visibility
Of course, Google, first of all, evaluates the quality of content based on behavioural factors, the compliance of your content with user requests, plus it assesses the presence of backlinks to your site.
You may think that this is true only for blogs, but in fact, it works for all sites without exclusion.
To date, guest posting continues to be one of the most honest, reliable and effective methods of obtaining backlinks to your site. Plus, it is also an opportunity to attract a new share of the target audience. However, it becomes possible only if you choose the right site for guest posting.
Manual search does not make sense - this is very time-consuming, plus you can't be 100% sure that the target audience of a third-party resource may be interested in your goods.
Also, guest posting is a long-term investment. You publish a post with a link to your store or product once, and readers read it countless times. And by the way, before creating a guest post, make sure that you have followed the main rule. Your link should not be advertising.
When users see overt advertising or an overly annoying attempt to sell them something, this causes a backlash. Therefore, present your products as ways to solve a particular problem in the best way, but do not spoil your reputation with intrusive advertisements from which everyone is tired and no longer responding to especially those from a higher LSM.
Add some videos to your strategy
Now you can ask a very reasonable question - why did we start talking about video, although before that, we discussed the content of the e-commerce site from an SEO point of view. And now you will get the answers. You probably know that video is a compelling and trendy way to promote your business.
Still, there is another hidden feature of the video that directly relates to text content and SEO promotion. The whole point is in transcribing your video.
Let's simulate a situation. Let's say you shot a marketing video in which you talk about the social mission of your business, or anything else, at your discretion. Now let's add a transcription to your video. In simple terms, transcription is something like subtitles; in other words, these are all the words that you pronounce on the video.
Ok, what does this have to do with content and SEO?
Now imagine that you have made the text of your video SEO optimised. You will be surprised, but in fact, search engines can read the transcription and evaluate content based on key queries.
That is, if you add key questions to your video, create and add a transcription, then you simultaneously send a signal to Google for indexing. Google begins to show your video on the most targeted requests. Users start spending more time watching your video. Your behavioural factors are improving, and positions in search result too.
Protip! Check out our tips for more on how to sell products using YouTube
Find a balance between the content your customers want and SEO keywords
Practice points to the following axiom. It is impossible to neglect the quality of the content to fill your articles with the necessary keywords, just as you cannot completely forget about SEO optimisation striving for the absolute value and quality of your content. Here it is essential to find a reasonable balance.
And here is the easiest way to do this. It would help if you found a middle ground between SEO and user expectations. To do this, analyse trending topics, find the most discussed posts and create your material based on them.
So, as you can see, the critical thing is to find a reasonable balance. Try to create the highest quality content with the most targeted queries. Plus, use the power of video, as this is one of the best tools for e-commerce, and also strengthen the position of the site with the help of guest posting.
About the authorMarie Barnes is a writer for Bestforacar and an enthusiastic blogger interested in writing about technology, social media, work, travel, lifestyle, and current affairs. She shares her insights through blogging. Follow her on Medium.
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If you enjoyed this post and have a little extra time to dive deeper down the rabbit hole, why not check out the following posts on eCommerce SEO.
- How eCommerce Sites Sabotage Their SEO
- What Does An SEO Optimised eCommerce Product Detail Page Look Like
- How To Optimise YouTube Videos For SEO