By: Guest Blogger, Robert Rand, Rand Marketing
Not all content belongs on a product page. Many eCommerce website owners make the mistake of focusing exclusively on product content for their website’s SEO strategy, and ignore that additional quality content can have a significant impact on their site’s SEO ranking.
Can you provide answers to potential questions that are highly relevant to your customers, such as “How to choose the best product?” or direct recommendations such as “Top 10 ______ Products”? Companies that curate additional helpful or insightful content on their sites often neglect to ensure that these materials are made available to shoppers through their on-site search feature. Meaning, essentially, that this featured content on your website is not included in your website search results. Consequently, shoppers who are already on your website and using your search box – regarded at the most widely used function on a homepage – will not be able to find this additional helpful content.
Remember, the more content you offer on your website in addition to information about your products, the greater the chances you will have to grab the attention of a potential customer via search engines like Google. Listed below are 3 types of searchable content that you should consider adding to your eCommerce site.
Include a company blog
Adding a blog to your company’s eCommerce site is a great way not only increase your website’s SEO ranking, but also to offer your customers additional value added content that will keep them coming back to your website. Blogging about helpful topics related to your industry, instead of about your products and services, will help position your company as a thought leader and a credible voice within your industry. These blogs will also come up when people are searching for information about topics they are interested in. Once you are able to attract visitors to your website with content that grabs their attention, you will have the opportunity to turn the readers of your blog into customers.
Two other features of onsite blogs that you shouldn’t forget to utilize are categories and tags. Adding blog posts to specific categories will ensure that those posts are easy to find when a customer searches for information related to a specific topic. Categories are also a great way to call out specific topics on your blog within your site’s general navigation (such as on a dropdown menu under a tab). Tags are also an important feature that ensure that blog posts appear when one searches for terms related to that content, even if the body of your blog post doesn’t explicitly mention the relevant keyword or key phrase that is being searched for.
Create an FAQ section
Including an FAQ section on your eCommerce site gives you the opportunity to include keyword dense content that will come up in search results related to the product one is searching for. In turn, this will increase the ease of customers finding answers to questions they may have about your products. Providing FAQs also allows for the opportunity to answer a customer’s questions without then having to contact customer service.
Add informative videos
Videos are a great way to add an exciting visual element to your website that will likely drive additional traffic to your website. The content of these videos can include anything from information about your products or services, your company in general, or even commentary on current news related to your industry. These videos can be embedded in your blog posts or on landing pages within your website, but should be housed on a video sharing site such as YouTube or Vimeo. Don’t forget to take advantage of searchable tags and keyword-rich content so your videos are picked up on both off-site and on-site search results as well.
As you can see, there is a wide variety of content that can be included on an eCommerce site that will not only drive visitors, but will also increase your site’s SEO ranking. While including the content mentioned above is an important strategy to consider for driving traffic to your website, it is imperative that you make sure this content is searchable directly on your website. Driving customers to your website with this content is just the first step to employ in this strategy. Don’t forget to take this content strategy to the next level by making sure your blog, reviews, videos, and FAQs are easy to find when customers perform on-site searches.