SEO Guide: Content Writing For eCommerce & Products | Digital Next

Opening the digital doors to your eCommerce store is a moment you don’t forget, but that’s not to say your audience won’t. Through each stage of your business’ life cycle, it’s critical that you are vigilant with content writing for ecommerce, and continue to produce quality material that resonates and yields results. You’ve heard content is king, but it’s also shop clerk too, with the power to drive and convert traffic into your eCommerce store. Rather than waiting for Black Friday to stimulate sales, embrace our eCommerce Content Writing Power Guide.

1. Full Product Description

eCommerce affords customers the luxury of not having to visit a physical store, but this can sometimes impede on sales. You can’t offer the feel, smell or weight of a product – but you can satisfy most queries with full and rich product descriptions. Beyond accurate specifications, you can be creative and suggestive with your product descriptions, leaving no mystery about who you are and what you are offering. This is also a great way to increase your keyword density, so take advantage of the opportunity.

2. Keyword Integration

What keywords are you targeting, and how has that been working out? Many of our clients will be surprised with what our keyword research uncovers, and delighted with the results that follow the revised strategy. A keyword strategy isn’t simply confined within the core pages, you can use your keywords on just about any page in body copy and headings.

Always pay attention to demand and search keywords that people are tapping into the search engines when you write headlines, title pages, and product descriptions. You don’t want to promote with key terms that no one is searching for – that’s just silly.  Find the keywords people are using, and use them tastefully in your product descriptions and titles. Never overstuff your page with too many keywords as this is a big no-no. Also always remember to tag your images with alternate text, and include brand names and important keywords in H1 and H2 titles.

3. Content Beyond The Written

Content encompasses anything that is digitally produced and published, which means that written content writing for ecommerce is just the tip of the iceberg. It also bridges those gaps in your product descriptions and long-form content strategy, providing an immersive interaction with your products. Business owners can get a little bit shy when it comes to imagery and video, but there is so much content potential. Perhaps your product is created in an edgy studio space, or your packaging has a creative flair. Any and all unique selling points should be captured and communicated through your content, with relevant descriptions (with relevant keywords) assigned to those videos.

4. Varied Content Formats

The story of how your business came to be might hold great interest to your stakeholders, but it’s likely not going to feature in the decision-making process of your customers. Look to highlight your product benefits and usability through blog management and content formats like how-to’s, listicles, guides, long form, tips, problem-solving and myth busting. These formats stand the test of time as they favourably frame a product as the answer to a question that your audience may or may not have thought to ask. If your eCommerce store has a number of products, these formats invite many cameos (and the links that come with them).

5. Repurpose Reviews

Pages to print, archives with different sorting elements, tags, and more – all these things, which create duplicates, should not be indexed by search engines and should be closed in robots.txt. This is crucial because your site can get sanctions due to duplicate pages. In order to cut down on duplicate content, use robots.txt to block areas that create duplicate content such as archives, tags and even category pages in some cases.  You can also add nofollow attributes to links that point to areas of duplicate content.

6. Lack Of Speaking URLs

For those who do not know, speaking URLs are “keyword friendly URLs”. This means including product names and relevant/key information in your URLs. It is very important in terms of SEO to create such URLs for all of your product pages. Anonymous IDs are NOT the way to go! Make your profile unique to the search engine with unique URLs. Come on, if you can do this for your personal Facebook page, you should be doing it for your eCommerce website! 🙂

 

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