Turning E-Commerce Content Into Gold
E-commerce is big business. In the first quarter of 2016, online sales in the U.S. represented nearly 8 percent of all retail sales, totaling $86.3 billion. With so many consumers tracking towards online retail, e-tailers need to spend the right kind of resources to capture them and convert those clicks into revenue. Your products can’t speak for themselves. Are you telling their story to your customers in a way that leads to discoverability?
How Well Are You Telling Your Products’ Stories?
Retailers have a common set of problems that they need to address on a daily basis. New products, large influxes of customers and product data to manage, consumer electronic product upgrade cycles, and product fulfillment requirements understandably take a company’s focus away from effective website optimization. Running a business and satisfying your customers pulls everyone’s attention away from robust content management. That content management, though, is one of the key components of your business’s overall health.
Diagnosing Your Content Health
Each new product page is a golden opportunity for both discoverability and conversion. If pages are not formatted and written properly, you’re missing out on high-ranking results on Google and other key marketplace sites. Broken formatting issues include:
- Missing keywords
- Proper keyword density
- Short titles and descriptions without H1 or H2 tags
- Inadequate product descriptions
- Missing product images
- Broken metadata, including missing attributions
There is a complex process which ultimately helps your company show up at the top of search results. This process needs to be addressed holistically and regularly. Even companies with localized SEO and digital marketing teams need support in converting and formatting every single product page effectively.
An effective content strategy includes:
- Identifying and Ranking SEO Opportunities
- Measuring Overall Content Health
- Verifying Search Visibility
- Grouping and Managing Product Pages
- Reformatting and Rewriting Content
E-tailers have daily opportunities to capture and educate their customers. Buying guides and comprehensive category pages work in concert with product pages to drill down into advantages, highlighting feature and benefit language throughout so that your company becomes an authority that helps each customer make informed buying decisions. Guides and category pages further redirect consumers to qualified product pages, all of which have been optimized for premium search engine placement.
- Low keyword density
- Ineffective product description
- No blog links
- No embedded product redirects
- No feature/benefit language
- Compelling feature/benefit highlights
- Clear bullets outlining key product features
- Appropriate keyword density and identified keywords
- Effective product description
Taking the Next Steps To Better Website Health
Using a third-party platform to manage website health frees up your marketing team to focus on forward-looking opportunities and strategies while maximizing the efficacy of your SEO staff and their expertise. Advanced publishing management software, along with a team of experienced project managers, keyword researchers, writers, and editors working in tandem with your company to restructure your content improves rankings and increases your bottom line. Your online sales funnel is as dynamic as your suite of products. Effective oversight requires daily management, strategic input, and an automated content funnel that takes each page from creation to editing and on to publication.
Rebooting Your Web Content
Are your product descriptions too long? Are they too short? Is your team aware of the latest Google update? How do those constant changes in search and marketplace algorithms impact your rankings? These questions need to be applied consistently to every product and content page, ideally before they go live.