Welcome back the Elemental Guide to E-Commerce SEO. In Part 1 and 2 we covered the basic and technical aspects that are needed on your online store. In part 3 we are going to discuss one aspect that is often overlooked yet is one of the most important aspects which is content.
The Elemental Guide To E-Commerce SEO – Part 3 of 5
As you may have heard, content is king and the centre of any successful marketing strategy. This is why we have left it to part 3. This post is going to dive into how content can take your online store from good to great if done correctly.
Content for your E-Commerce Site
The Content types
When we talk about content for a store, we look at multiple content types and different use cases that these content types have in growing your e-commerce site. These content types are broken down into the following:
- Product Descriptions
- Related Products
- Blog posts
- Customer Stories
If you have the right mix of the above content types you can create a successful site that works the way an online store should.
In part 3 of the E-Commerce guide, we are going to focus on product-related content such as the product description, product images, video content, buyer guides and customer stories that will help inform and convince your customer to make a purchase. In part 4, we will discuss and explain content marketing in detail and its role in SEO for an E-Commerce site.
Crafting successful product page content
Let’s take a look at an example to make it a little easier to understand. Below is an example of what a product page may look like. This is taken from the Orms Direct Website.
What makes this product page work well is the amount of information that has been provided for the user. They supply a summary of the product, a video, more details, images and similar products that they recommend we buy in order to get the best out of the product.
Let’s break it down even further.
These are probably one of the most important aspects. Remember, when it comes to buying online we can’t physically hold or touch the product like we would in a store. Thus, we rely on the images used on a website. If only one image is provided or the image isn’t detailed enough, the product won’t sell as easily. By providing the customer with more than one image they would be more inclined to buy the product, the more they can see the better.
Tip: When you are taking photos for your site, make sure that you get every angle possible. This is so that users can get a better understanding of how the product looks in reality. Much like we would when we hold a product.
Secondly, as Orms does above, add photos of the product in use. In other words, try and get photos of people using the product or service. This adds a little extra to the page and user alike. It shows them ideas of how the product can fit in their lives and solve their needs.
Product description content
What a lot of companies do here, is they take the product information from the supplier or creator and then copy and paste it into the page. The problem with this is, every other site does exactly the same.
Though this is a normal pattern, it doesn’t give your product page the best chance of competing for buyers. It just means that your platform is just like everyone else.
You need to create content around the product and use the information provided to tell a story about the product that suits your brand. Look at the above example, as you would know, there are a number of sites that also sell drones. What Orms did was create content that matches their brand style, including the details and in the end, created a page that is unique to their website and not a carbon copy from the manufacturer or anyone else.
You won’t find any other site with the same content. They also produced quite a bit of content that leaves nothing out. This page will build and earn a lot of value because of this.
Additional content items
With a product page, you can add multiple content types that would just make it even more interesting. If we refer back to the example above, they have added Related Products and a Video. These are ‘nice to haves’ but can also be invaluable to the user depending on the type of products you are selling.
We would recommend the Similar Products section (include images from the above page here) as this adds a level of extra assistance to the end-user. It completes the E-Commerce store. A video, on the other hand, is nice to have but it may not be relevant to your brand. For example, if you sell dresses or couches, a video may not serve a purpose.
The purpose of the content is to provide information of use to people. With a multitude of different content types that you can have like a video or text, it needs to add value to both the user and brand. We need to make sure that it helps versus just being there with no value.
The content relating to the product
Now that we have the content of the product page covered, we need to look at how we create content that helps promote the product even further. This is vital as it helps structure your site with internal links from the supporting content to the product page and vice versa. In addition, making your products more appealing to the consumer.
The two types of content that we would recommend using are:
- Product Buying Guides
- Customer Stories
Let’s start with the Product Buying Guides.
A product buying guide is an informative piece of content that helps consumers make an informed decision about buying the product but more importantly, it can convince them to buy your product.
Here are some examples of the types of buyers guide that you can create:
- A product comparison guide – This is where you compare multiple products in the same category or serving the same purpose and provide a final summary of the products but one that is the clear winner in the comparison.
- A Guide into what to look for when buying product “X”– Much like the drone example above, you can craft a guide that highlights what important features and aspects a user should look out for when buying a drone.
- Beginners guide to purchasing a product – This would be a broader approach to a category. If you sell drones for an example, you can point the customer in the right direction and guide them in terms of where to start when buying a new drone and provide information depending on their level of skill.
As you probably have heard a million times before, there is no better form of marketing like word of mouth. You are more inclined to buy a new TV because your friend raves about it vs a TV ad.
This is the main purpose of customer stories, they act as very similar to word of mouth or as we like to refer to it as social proofing.
If your product has a host of positive reviews, then people are more likely to buy it. People are obviously much less inclined to buy products with bad reviews.
If your customers aren’t reviewing your products, ask them to. Include a review form on the relevant product page where users can write a review of the product. This will go a long way in convincing other potential customers that the product is worth a purchase. This review also comes in handy when you are implementing schema markup (we mentioned this in part 2). It gives your product page a smart snippet in the search results. See below (image below):
Case studies are a great way to showcase your products. A case study showcases the impact that your product has had on a person who has previously purchased it, which in turn encourages other buyers to make the same purchase.
For example, since Mike Lamprecht purchased the Merida Big Nine 9, his overall race time had improved by 16 minutes. This highlights how impactful the product is. Similar to a review, the proof is in the pudding, case studies create a bigger need for the product.
Customer stories are just as vital, if not more so when it comes to convincing users to buy from your e-commerce store. It also ensures that, from an SEO perspective, your site answers the questions that users have. It creates unique content pieces that strengthen the overall value of the product and site thus increase your SEO authority around a product.
Part 3 Conclusion
Content, more specifically, product-based content is crucial to the success of your E-Commerce store. It can make or break your online selling efforts. As we pointed out, people miss opportunities by not creating unique and descriptive product page content.
Content is king and it is king for a reason, according to Aberdeen, Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%).
In part four, we will dive into the content marketing aspect of the Elemental E-Commerce SEO Guide.