Standing out in search engine results pages takes a lot of time and effort. That means you want to maximize every opportunity you have to include keywords, topics, and content that will attract the attention of search engines and their users.
With ecommerce sites, this can prove tricky. After all, there are only so many keywords you can add to a product description. That’s why you need to start thinking about what other content you can add to your store that’s going to be useful for customers, and boost your SEO.
Here are our top 6 content ideas that will give you more space to load your store with lots of useful content.
#1 - Helpful resources about using your products
You know your products inside and out, but do your customers? There is likely a portion of your audience who are maybe less familiar with your products - what they are, how they work, and general product care. And in many cases these same customers will be looking for resources.
Say you sell coffee beans. Your customers might be looking for information on brewing with different grind types, or how to use specific pieces of equipment. Providing a knowledge base for these topics is not only useful for these customers, but very valuable for your SEO. The information you provide may not be directly related to your products in the same way a product page is, but it gives users really valuable, useful information. That means your site may come up in a search that doesn’t even have purchase intent. To use the same example, a user might search for “how to brew coffee at home with a V60”. If you have brewing guides on your website, it may then come up for these search terms.
These additional resources give you space beyond a blog or a product page to add in keywords, target different topics, and prove to search engines that your site is also a valuable resource for their users.
#2 - Create buying guides for your products
Similarly to the need for extra resources, some customers won’t know how to buy the right product for their needs. You could of course create gift guides, however what if they’re buying for themselves? In addition to gift guides you might publish, consider adding some buying guides also. These are more focussed on buying for personal use, rather than trying to find a suitable gift.
To use the same example of coffee, they might want some quick info about the difference between your roast levels. You can create a buying guide as a blog that goes into detail about what the roast levels are, what they mean, tasting notes, and the kind of brew style they suit best. This is very useful information to your potential customers, as well as being valuable to your SEO.
#3 - Add more useful detail to your product pages
Product page SEO is tricky to get right. You want just the right amount of information to convince the customer but without overdoing it. You also need to include the right amount of keywords, while making sure it feels genuine rather than keyword stuffing. The good news is you can pack a lot of useful detail and keywords into your product pages if you’re clever about it!
The top of the product page should act as a summary giving the customer just enough information that they know what the product is, and what makes it unique. It should include your target keywords, as well as any information that may be useful to customers and therefore to search engines. However further down the page you can add more details that will be beneficial for customers and SEO. That could be adding more visual content like diagrams to show size, videos and other images. These don’t weigh down a page as much as copy, whilst being very useful. You can also add in more copy in the form of FAQ sections, expanded descriptions, and product highlights.
#4 - Create local landing pages
Local SEO is something any merchant should take advantage of, especially if you have a brick-and-mortar store. This will help to target customers in your area looking for your type of business. 46% of Google searches contain local intent, and 97% have searched for a local business online.
Typically with ecommerce, content will focus on the online side of things. However if you have a local component to your business such as local delivery or a physical storefront then there may not be enough content on your site that appeals to those local search users.
A local landing page is an easy and effective way to add those local signals to your store while keeping the tone and goals of the other pages on your site. This can include information about local delivery, brick-and-mortar stores, any in-person events, and contact information. It acts as a hub for those local customers, and gives Google something to work with. When someone is looking for a store nearby that sells your type of products, your store will be more likely to rank.
#5 - Add landing pages for recurring promotional events
Do you always have an annual summer sale? Or do you run a big Black Friday event every year? Then you may want to consider a landing page for those events. These can live on your site, and be updated whenever you’re going to run the promotion again. This means that the URL can gain authority while the event is on, and retain that for the following year. Rather than trying to create a brand new landing page every year, or having no content at all, your landing pages can rank for those big events.
These pages can include copy about the event itself, targeting those all important keywords. You could also add an FAQ section with links to information about shipping and delivery for added value.
When the promotional event is over, it can remain on your store until it needs to be updated - in the meantime, you can add some collections that users might be interested in if they’ve landed on that page. For example, what’s currently on sale if they’re looking for your BFCM landing page.
#6 - Create a gifting section for your store
Gifts are year round, not just for Christmas! Gifting gets a lot of attention in the run up to major holidays, but customers are looking for gift ideas year round. Birthdays, anniversaries, new homes, new babies, you name it. If your products see success with gifting, then consider adding a gifting section to your store. This will give customers with the intent of finding a gift somewhere easy and useful to go. A gifting ideas section might include different themes, or budgets. You can also add other gift items like gift cards that wouldn’t usually have an obvious place in your usual catalog.
This kind of content adds extra SEO value to your store, as now you’ll have a clear piece of helpful content for search users looking for gifts. They might be searching for “cocktail gifts under $50” and if you have a sub-category for your gifting section for that, it’ll be more likely they’ll find your store. This means these gift buying customers are more likely to find your store year round.
It can be challenging to come up with content that will be useful to your customers, good for SEO, and not distract from the focus of your site. By making content which is complementary to your products, you can not only enhance your SEO but also your customer experience. This will help you improve the ROI you see from SEO, and improve retention.