E-commerce sites are filled with advertisements and on-the-spot call-to-action buttons that it may be hard to believe that its target users may also be found on search engines. When thinking of a comprehensive communications strategy, social media would always come to mind. However, an SEO strategy is also essential to generate more conversions and establish lasting relationships among consumers.
But how can content writers effectively write superior content for e-commerce sites? Combining SEO with the best practices for marketing e-commerce brands is helpful to get good results from a content writing strategy. If done correctly, content writing can improve overall user experience and build the e-commerce brand’s authority in the industry.
E-commerce is often associated with short one-liners and snappy copies that would lead customers to purchase products added to the cart. It often involves a dynamic combination of push and pull marketing strategies that prioritize actionable call-to-action statements to drive quick decision-making among its target consumers.
Content writing may not be the primary strategy for e-commerce brands, but it’s still a significant tactic that must be integrated into the overall marketing strategy. To execute it the right way, here are some SEO tips for e-commerce brands:
Content writing requires attracting the right traffic that can engage with the website content and boost your search engine ranking. Before anything else, identifying the target market and knowing them deeply is an unskippable step in writing SEO content.
The target market is the source of pain points, or in other words, the need for content that your brand will try to resolve through the information-rich and superior website content. Identifying target audiences also provides a clear direction for content writers to follow that is aligned with the branding of the e-commerce site.
Make sure to find the right niche and form the content around the needs and interests of that market segment.
Identify your brand differentiation strategy and align it with how your website will also produce quality content. What’s different about the articles and interactive strategies of your e-commerce website? Ensure the uniqueness of the optimized content to make it stand out and be a powerful strategy on its own.
This is especially important if you’re gonna put product descriptions into the content. Avoid generic product information, or if necessary, then simply add more inputs of your own to provide new information for potential and current customers.
Have an in-depth understanding of the real edge that your e-commerce brand has compared to other brands out there. This would also help in properly structuring relevant keywords in a way that boosts brand identity and authority.
Give more quality than you take, it will be rewarding in the long run. Make sure that your content doesn’t simply attract users and jump into trends and fads. Content has superior quality if it’s information-rich. Users must feel like every content produced by an e-commerce brand is worth the read as it really understands their wants and needs from a deeper perspective.
This is why having a well-defined target market for content writing is important. Doing so helps writers to approach things from the point of view of the customers, boosting the authenticity of the content and thought leadership of the brand. This can also make a difference in the quality of traffic attracted by the website content.
This puts an emphasis on the importance of proper structuration of content. Content for e-commerce must be clear and concise. Only include useful and pertinent information to prioritize the quality of content over the quantity. Here are some ways you can improve content structure:
When creating a keyword strategy, it’s important to look into the intention of target users when searching for anything related to e-commerce brands. You can either do this by taking a look at the top search engine results and looking into their common aspects or you can also do some research on frequently asked questions on e-commerce websites, apps, and user experience.
Additionally, you should make the brand’s unique benefits the central point of the keyword strategy so as not to affect the extent of understandability and readability of the content. For the efficient formulation of the keyword strategy, there are tools and applications that make SEO less difficult and more seamless.
Make sure to also choose keywords wisely. Keywords must be meaningful enough to encourage potential and current e-commerce users to do the target end result. You also need to avoid keyword stuffing as it will only cause poor user performance. There’s no need to downgrade your content for the sake of attracting more audiences to the content, especially if it wouldn’t even result in meaningful customer conversions.
Write in a way that’s optimized for search engines but comprehensible for target audiences. SEO has its limits, and it can only do so much to attract visitors. It’s up to the quality of content to influence the decision-making of customers.
Content writing can be effective on its own, but there are certain benefits owing to other strategies that can further boost traffic to the written content. For instance, having a stable and active social media presence and following can add more legitimacy to the e-commerce brand.
Currently, social media has become a platform of validation through feedback, ratings, and reviews so it’s important to organize the engagements that are visibly generated on the platform. Remember that content in social media must always be consistent with those in the e-commerce website.
Other than social media, some marketing tactics that writers can integrate into their content strategy for e-commerce brands are drip campaigns or newsletters sent to a mailing list. Establishing trust results in building relationships for the long term, so it only makes sense to allocate more resources to the most relevant platforms to stay visible and prove one’s trust in the platforms that a target market segment is in.
SEO isn’t just about hitting the right keywords and having good content structure, having backlinks and being featured on other websites are just as significant to boost and sustaining your website’s search engine rank.
To fully experience the advantages of integrating SEO into a marketing strategy, brands must also explore and thrive in the ecosystem of websites that exists in search engines. E-commerce brands can do well on their own, but they can do even better through collaboration.
Aside from being mentioned and plugged into another website’s content for reference, below are other great ideas on how to collaborate with other websites:
Keep your posts fresh and updated to preserve its quality. Unlike in social media, the quantity of posts in websites isn’t as important to stay relevant in search engines. What matters the most is the quality of existing content and its capacity to stay relevant so it remains at the top rank.
Therefore, consistently updating it is essential to continuously generate favorable results and meet content goals. Allocating most resources and effort on evaluating and updating old content is an important component of content strategy that writers must not take for granted.
Aside from metrics in applications such as Google Analytics, do note that customer feedback is also as important in providing realistic results so you can implement actual improvements into the website experience and content quality.
Providing quality content doesn’t happen overnight. Sometimes evaluating and editing content must take 90% of the content marketing strategy in order for it to work and produce favorable marketing ROI.
There are 2 ways to evaluate and analyze the effectiveness of SEO strategies for e-commerce brands: measuring results against target performance metrics and asking for customer feedback. The latter is often an overlooked aspect of marketing strategy but is nevertheless as important as quantitative metrics.
Customer feedback is a crucial aspect of the evaluation process as it allows writers for e-commerce brands to produce more authentic content that builds trust with potential and current customers. It’s also a cost-efficient way to get new content ideas that actually appeal to leads and current customers.
SEO is simpler than others may think, however, it doesn’t really produce results overnight. Additionally, the correct process of doing SEO must be understood by content writers for e-commerce brands for it to work favorably.
In estimate, it usually takes about 4 to 12 months for SEO strategies for e-commerce to work. This still depends on many other factors in the SEO strategy, as well as the reliability of the results gathered. When it does work, SEO results could grow over time, but it’s crucial to keep updating content to stay relevant so it remains at the top of search engine rankings.
As the pandemic moved transactions to the virtual platform, the benefits of writing SEO content have become more evident across every industry. It’s an efficient way to build relationships and trust by pulling or attracting customers to the brand through written content.
This leads to making the brand stand out over its competitors by being a thought leader and authoritative figure in search engines. Content writing increases brand awareness and generates conversions.
As stiff and tedious as it may sound, long-form content is advantageous for brands, especially if it contains the right keywords that can attract more leads to the e-commerce brand’s website. So it’s important not to overlook this strategy when thinking about an integrated content marketing strategy for e-commerce brands.
It's a sign of superior quality if the content is information-rich. E-commerce brands must deliver content that is engaging and understands users' wants and needs on a deeper level, so users feel like every post is worth reading. To get good results from a content writing strategy, it is important to combine an SEO strategy that is regularly evaluated and updated with the best practices for marketing e-commerce brands.
There are two equally essential ways to evaluate content strategy: assessment of metrics and customer feedback. It’s essential not to overlook any of those to ensure the continuous improvement of the content. An e-commerce brand's authority in the industry can be built if content writing is done correctly. In the process, it can lead to increased awareness of the e-commerce brand and more lead conversions.