Ecommerce SEO services are often viewed as separate and distinct from traditional SEO. The distinction is understandable when you consider the fact that ecommerce is a very specific industry. And yet many of the techniques employed by traditional SEO are applicable to ecommerce SEO. Content marketing is one of them.
Business owners do not normally associate content marketing with ecommerce SEO services. But remember this one SEO truth: the entirety of the web is content. Everything you consume on a website is content. Likewise for every video you watch, every streaming song you listen to, and every piece of information you glean from a mobile app.
Content marketing is all about using online content to generate traffic and make sales. The form content takes isn’t as important as the results it gets. Ecommerce SEO experts know this truth all too well.
Content and Search Engine Rankings
It should be obvious that SEO’s primary goal is improving search engine rankings. Improving rankings is just as important to ecommerce as any other industry. But there is one unique aspect of ecommerce that other industries do not have to deal with: on-site search engines.
Webtek does not sell things online in an ecommerce setting. All our SEO efforts are focused on search engines like Google and Bing. But what about the retailer who sells on their own site as well as Amazon? They not only have to worry about Google and Bing, but they also need to worry about Amazon’s on-site search engine.
Their content plays a significant role in how well their site ranks for various keywords. The quality of their content influences how well their listings do compared to competitors. Most importantly, their content provides additional entry points through which consumers can find their products. So that content needs to be optimized for maximum benefit.
Content and User Experience
Search engine operators are concerned with the user experience inasmuch as it is a reflection of the quality of the results they serve up. That’s why Google is so obsessed with helpful content. But it turns out that the user experience is just as important to ecommerce.
Ecommerce operators want customers who visit their sites more frequently. They want customers to be engaged enough to spend time shopping, researching, and otherwise lingering. More time on the site increases the chances of making a sale.
Customers are looking for content that offers valuable and usable information. They want content that answers their questions or guides them to a particular product. The more helpful the content, the better the user experience.
Content and the Customer Journey
One of the more unique aspects of content marketing within ecommerce SEO services is creating content that guides the customer along their buyer journey. Certain types of content can draw them to a website. The content they find on the site should inform them about the product they are interested in. Lastly, there should be content that seals the deal by getting them to the shopping cart and checkout.
Creating journey driving content can be challenging. A content marketer needs to understand the mentality of their customers so that their content guides them along each step of the journey. It is not easy by any stretch.
Although most people do not think of content marketing when the topic of ecommerce SEO services comes up, the importance of content in ecommerce is evident. Content is what gets customers to a website. It is what guides them to the right products. It is what encourages them to buy. Without content marketing, ecommerce SEO is of very little value.
