Search engine optimization (SEO) isn’t what it used to be. Technical optimization today is just the “ticket to entry,” but the only way to drive organic traffic profitably and achieve first page SERP positioning, is to deliver better content for all the search queries a customer uses during their buying journey.
eZdia’s approach to building organic content for eCommerce website is unique and breaks many of the traditional SEO rules. Here’s what’s different about the eZdia approach to generating a better ROI with search marketing.
eCommerce content strategy is simply a way of using descriptions, product attributes, target keywords, images and other content to acquire, engage and ultimately convert visitors into customers. eContent (or content for eCommerce) is a competitive content strategy that’s designed to intersect a buyer’s journey, help them frame their purchase decision and guide them into a specific product and purchase while building confidence in the success of the purchase. Ultimately, successful eCommerce content helps get to the top on an organic search, improve the time on site metric and ultimately drive more revenue.
eCommerce content strategies can include anything from blog posts, articles, images, videos, infographics, category pages or product details page descriptions. Content creation comes with a cost and like all eCommerce strategies, an eCommerce content strategy needs to demonstrate a clear ROI or more specifically a clear return on content spend.
Content has to do more than just one thing. Good eCommerce content has to help acquire, engage and convert traffic on the site and accomplishing all three objectives on every page is unlikely to happen without careful planning. What’s more, in an eCommerce context, all investments need to show a strong ROI. A good content strategy will help identify topics and strategies that synchronize with how buyers shop and build a measurement strategy in order to maximize the return on content spend.
In addition, it’s the content strategy that drives the social and marketing channels and its often the reason you have an opportunity to sell something to a site visitor. Without a thoughtful content strategy a site may achieve traffic goals with missing the mark on attracting product buyers at the same time.
Having an audience-dependent content strategy can help eCommerce websites maximize their chances of high exposure to their target audience and increase the potential to convert those visitors into customers who spend more than it cost to acquire those visitors. Understanding how people in your industry research products and what’s important to make a purchase decision. This approach focuses on what your customers want, what problems they are facing, and how they approach getting help.
A few important conclusions:
A good content strategy is always at the core of better visibility that can increase brand exposure and ultimately drive more buyers to any eCommerce enterprise. When an online store has a robust content strategy, it can help improve the effectiveness of all channels that attempt to attract and engage potential customers.
A good content strategy means understanding your audience, providing content that helps complete a purchase process, addresses their concerns and keep them engaged. With these as goals, any eCommerce website should be able to achieve its marketing and promotion goals through the execution of a content strategy.