E-commerce brands can benefit from different marketing platforms other than social media. Brands in the industry can take advantage of the opportunities in other platforms such as search engines, to boost their integrated marketing strategy. SEO content writing is a pull marketing strategy that can attract customers and establish loyalty so that the impact of conversions may be beneficial in the long run.
So what can this SEO content be about? There are many topic ideas that content writers can discuss, but they must be clear and properly defined whether it’s for awareness, consideration, or sale. When thinking about the best content to write when doing your campaign calendar, it must be done in consideration of the SEO funnel and the direction targeted by the e-commerce site.
It’s essential to know the specific component of the funnel that you’re targeting because keywords are different for each stage. However, there’s also a possibility that a keyword strategy can trigger everything in the funnel all at once. For this to happen, a comprehensive content strategy is extremely important.
Determining what stage a set of keywords stand for is highly subjective. A specific set of keywords that may be an awareness driver for some brands may be an action driver for other brands. It’s essential to individually define the position of a set of keywords in the funnel for a given brand.
The SEO funnel is a vital part of an e-commerce content strategy as it guides websites on the topic ideas that may be best for the direction they’re going for. The components of the funnel in order are the following:
This is the first step in every marketing funnel. Awareness is generated if you know what your leads are looking for. There must be a certain level of understanding in what may be the possible drivers of demand for e-commerce for awareness to be initiated. The awareness stage is where SEO is most crucial as it directs leads into the website.
Take note that awareness is the stage where the brand is first introduced to potential leads, so there aren’t any first impressions yet. The first impression that would be generated through the encounter defines the possibility for conversion so it’s important to build trust and demonstrate the website’s usefulness at this stage.
Instead of having a persuasive tone in writing content, if content writer aims to appeal to this stage of the funnel, they need to display their authenticity by prioritizing the quality of information they share through their content rather than the number of conversion pop-ups.
The e-commerce industry is known for its short copies, a single line that will persuade their target audiences to the target end result, whether it’s to download their app, create an account, or purchase. However, longer phrases and lengthy articles are actually helpful as awareness generators.
Consideration is the stage preceding action. After awareness, content must stir interest and desire to purchase or do the end result. Despite what the funnel illustrates, every content that generates awareness must automatically lead to consideration. Website content may not drive users to action upon having read a single article, but they must have users interested in the e-commerce brand. This is how successful content is defined.
To successfully trigger consideration as customers search within the means of awareness level, there may be necessary changes to the syntax and structure of the keywords and content. Keyword strategy must involve a slightly different set of keywords, which are preferably longer and more specific than keywords aimed at driving awareness.
Additionally, adding modifiers or specific categories into headlines may also help drive consideration-level searches. Generally, searches that include the word “reviews” already skip to the consideration level as it already implies initial interest or desire.
The intended final action for e-commerce websites is a sale. Although that’s not to say that content can’t be directed at other small actions that eventually lead to the final end action. E-commerce websites can direct their users to simply open an account, download the app, add to a cart, or even engage with live stories.
Content that aims to effectuate action must contain action-oriented keywords to attract users to respond to the content. This helps in generating conversions among the leads that comprise the current website traffic of the e-commerce brand.
There are different topic ideas that can initiate the different stages in the SEO funnel. It’s important to take note of when to create these topics to be guided as the campaign calendar is created. Some topic ideas for an e-commerce blog are as follows:
Blog posts are articles or pieces published in a section or page of a website, which are often about topics that are related to the brand and relevant to the target audience. In the awareness stage of the funnel, it’s essential to write high-value or superior blog articles that educate leads and boost SEO. This is something that is rarely done in e-commerce sites because its long-term impact is often overlooked.
Blog posts must center around the actual benefits of the features to the target market. The features have to make sense to them, otherwise, it would remain unrealized and ineffective. Remember that this content occurs in the awareness stage where the business is merely being introduced to the target market so creating content that could provide a lasting good first impression on the website is important.
How-to content guides are scan-friendly and informative. These are also catchy and engaging, depending on how the content structure is made. This type of content may work to build trust and authenticity among the target market in terms of their perception of the intention of the e-commerce brand in writing content.
This content can be done in the awareness stage, which is the beginning of the journey of the buyers to your brand. Understanding the target market is essential to have an idea about the pain points and challenges that occur in their lives, and how the brand can incorporate itself through content.
Refrain from discussing the brand in this content and make sure to provide accurate and quality information about what the leads have searched for. Otherwise, instead of generating awareness, they would brand your website as biased and with no substantial content.
Location pages and service area pages are good for strategically targeting area-specific market segments by city or geographical locations. Here, the content discusses a specific location, connecting it with the services provided by the e-commerce brand.
For example, if your e-commerce brand offers same-day delivery within a specific area of a city, it may be useful to use location pages or service area pages to discuss information about the location and the promo service offered.
Legitimacy is essential for e-commerce brands as it’s something that customers are looking into. More people are likely to consider purchasing or being loyal to a specific brand if it has sufficient and reliable testimonials and feedback.
Additionally, as e-commerce becomes an increasingly popular trend, testimonials and reviews provide an authentic description of a brand that the target audience can use as a point of comparison between the e-commerce brand itself and other platform providers.
In the sale stage, giving customers an idea of the price range along with justifying descriptions can help them engage and do the intended end result. Along with the article about pricing, you can also include call-to-action buttons for quick access and seamless conversion effort.
Creating contact pages also helps generate sales, especially if the website is responsive. It may also generate good customer feedback, which aids in the other stages of the SEO content funnel.
Aside from favorable ROI on content marketing compared to paid advertising, high-quality content matters in e-commerce websites because of the following reasons:
Content writing differentiates an e-commerce site from other players in the industry. It’s a seamless way to establish leadership and be regarded as a trusted source of content. This in turn affects the perceived legitimacy and reliability of the e-commerce brand among its intended users.
However, content must be relevant to the intended users for it to achieve the goals and target metrics of the website. Knowing how to plan content properly involves having sufficient knowledge of the SEO conversion funnel and the right content to create in order to achieve the intended end result.