SEO Rules for Ecommerce Content Marketing

  • Published on

  • View

  • Download

Embed Size (px)


  • SEO Rules for Ecommerce Content


    Content marketing and search engine

    optimization are interdependent. When

    planned and executed properly, content

    can greatly improve your natural search

    performance. Follow these 10 rules to

    successfully blend SEO needs with content


  • Research What Customers Care About :

    Marketers are quick to embrace market

    research to discover their customers needs.

    SEO keyword research provides another

    fast and free method of amassing content

    ideas that real people really care about.

    Seek to answer the questions people ask

    the search engines as well as the big topics

    that drive a large amount of demand. Dont

    forget to interview your customer support

    personnel for ideas, as well. They are on

    the front lines answering questions that

    oftentimes mirror the information that

    searchers are looking for. In addition to

    providing a wealth of content ideas,

    ranking well on these topics can help

    reduce call center loads.

  • Choose Content Types Wisely :

    Dont default to writing only articles.

    Certainly long-form article content is good

    for SEO, when written about a topic that

    searchers seek in large numbers and when

    written using the language that real people

    use when they search. However,

    sometimes addressing frequently asked

    questions or publishing a step-by-step

    guide or video (with transcript) will

    convey the topic most clearly and be most

    likely to rank well. The best content type

    depends on what will benefit your

    shoppers most, as well as what will rank


    However, sometimes addressing

    frequently-asked questions or publishing a

    step-by-step guide or video will convey

    the topic most clearly

  • How do you determine which content type

    is the best? Try Googling it. Search for the

    phrases you want to rank well for and pay

    special attention to the types of content

    that rank well already.

    Include Descriptive Text :

    Search engines evolve their capabilities

    continually, but they still need descriptive

    text to help them understand the content

    and context of video and images. Always

    include transcripts for videos and describe

    the images and infographics that contain

    key points you need to make. Even if the

    content is understandable to shoppers

    visually, search engines need that

    descriptive text. Without it, search engines

    wont understand the relevance of the

    content and wont be able to rank it, and

    that means no traffic and sales from

    natural search.

  • Remember What You Need to Sell :

    Stick with content ideas that coincide with

    the products and services you offer. If that

    sounds like an obvious point, youll be

    surprised how frequently its ignored.

    Searchers are interested in an endless

    number of products, information, and

    concepts. Google reported that 15 percent

    of the search queries it receives each day

    are queries that theyve never seen before.

    But only a fraction of those are relevant to

    your business. Be selective. You wont win

    natural search traffic or drive sales or leads

    if you try to generate content outside of

    the information related to your product

    base. If you sell nuts and bolts, its highly

    unlikely that even the most passionate

    content about baseball will drive traffic

    and sales for your site.

  • Write for Your Audience, Not

    Management :

    Unless your audience uses the same words

    that you do in your business, ditch the

    jargon and create content using plain,

    descriptive language. Better yet, refer to

    that keyword research you did earlier in

    deciding what to create content about. It

    will also tell you how shoppers think and

    speak about those products and services.

    Dont Forget to Sell, Gently :

    Ecommerce merchants presumably want

    to sell. We want shoppers to land on our

    site when they search and be enticed by

    the great content we create. But sometimes

    its the content that ranks instead of the

    ecommerce category and product pages.

    That means that your content also needs to


  • You dont have to be obvious and pushy

    about selling. Information seekers can be

    scared off by heavy-handed promotions.

    But once youve demonstrated how to use

    something or how to care for something,

    visitors may be open to purchasing the

    products required to do so. Theres no

    harm in a gentle call to action, such as a

    link in the text to a related category or to a

    picture and link of a product described.

    Remember that the goal is to attract

    searchers, among other shoppers, and

    searchers may be new to your brand and

    product assortment. Helping them find

    their way easily to a very relevant product

    after providing useful, non-pushy content

    makes sense for both of you.

  • Link Content and Ecommerce :

    Linking provides pathways for shoppers to

    access and digest content, and also for

    search engines to understand the context

    and relative importance of various areas of

    the site. Use your header and footer

    navigation to link to content and

    information so that shoppers, search

    engines, and searchers can all get where

    they need to go for products and


    Dont be stingy about linking from

    ecommerce pages to relevant

    informational content. If the content

    youre creating is truly relevant and useful,

    like guides on how to buy or how to use a

    product, that content should help sales

    instead of detracting. If youre concerned

    that content might distract shoppers, test

    the impact.

  • Linking provides pathways for shoppers to

    access content, and also for search

    engines to understand the context

    Host Content on Your Site :

    If you want to rank for something, put the

    content on your own site the same site

    from which you sell your products not a

    microsite. Microsite content wont benefit

    your natural search performance. Yes,

    youll link from that microsite back to your

    ecommerce site, but it doesnt add value as

    an external link from a different site

    because the search engines can usually

    detect that its a self-owned site. In

    addition, youll lose the benefit of the

    interlinking opportunities that come with

    hosting the content on your ecommerce


  • Consider Syndicating Content :

    Sometimes content on your own site wont

    attract the right audience. You need to

    seek eyeballs where theyre already at. In

    this case, syndicating content i.e.,

    offering content to other sites for their use

    can outweigh the need to host content

    on your own site. To maintain SEO benefit

    from content youre syndicating out to

    other sites, host it on your own site and

    contractually require that the hosting sites

    use canonical tags to refer to your sites

    content as the definitive source. This

    ensures that you retain the SEO benefit of

    creating the content, while also removing

    any duplicate content concerns.

  • Be Wary of Publishing Syndicated

    Content :

    If you dont have the resources to create

    content in-house, publishing content from

    another source might seem like an

    attractive solution. For SEO, however, it is

    not.When you host another sites content

    on your own site, youre helping someone

    else rank. If theyre smart, theyll require a

    canonical tag that refers any ownership

    and authority that the content might

    generate back to their own site. Even if

    they dont require the canonical tag, when

    the same content is posted in multiple

    locations, as duplicate content it loses

    value for SEO in all of those locations.