You Can Measure
eCommerce Content as a Strategy
Metrics drive today’s digital marketing world. As an industry we have better measurement and segmentation tools than we’ve ever had before. And yet traditional SEO techniques lack a precise measure of return on investment (ROI) for organic content strategies.
There is nothing more frustrating than watching a 100 new visitors come to the site only to see just one or two of them place an order. Driving up the conversion rate starts with identifying the right keywords but goes well beyond that. In a face-to-face sales situation a good sales rep knows to probe a prospect to identify objections, but in eCommerce the interaction is less personal. Well optimized organic content needs to proactively raise and overcome common buying objections as part of a series of techniques designed to increase the order rate.
At the heart of every successful organic content strategy lies a successful keyword research effort. Keyword strategies are tailored to both the sales strategy and the page type. As the graphic below illustrates, a Buyer’s Guide might be optimized for search volume while product detail pages put more emphasis on keyword value.
Not all products are equal and prioritizing a site for content optimization requires a number of inputs. It’s not as simple as which products generate the most sales today.
SEO for eCommerce
Free SEO Analysis
Share of CommerceAn estimate of the portion of eCommerce revenue generated organic search from a defined set of keywords captured through organic search Uses publicly available data only Used to track the commercial effectiveness of SEO strategies.
Competitive AnalysisThere is only one way to generate more organic revenue and that’s to deliver better content than your competitors. But exactly what that content looks like varies greatly by industry and not all content strategies are appropriate for all companies.
Keyword Competitive AnalysisOrganic search strategies only happen by displacing today’s results. Competitive content is all about which site has the best content for a given search query. Beating the competition begins with understanding your content competitors.
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