Search Engine Marketing – Five Ways To Get Unique, Keyword-relevant Content On Your Ecommerce Site

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Ecommerce sites can be particularly difficult for search engine optimization (SEO) because they tend to lack unique and relevant content.

Most ecommerce websites mostly contain navigation pages (with little content) and product pages (with mostly duplicate content).

The challenge is however easily (but not necessarily quickly) overcome with a simple content strategy.

This article describes five content techniques that I have used successfully on various ecommerce websites. Some of these techniques will be better suited than others for certain types of e-commerce sites. Therefore, you can use one or more of them on your own website as appropriate.

1. Write the category descriptions

For many ecommerce websites, the main keyword optimization will focus on their category pages. The problem is, most category pages have little content, mostly consisting of images and links.

An effective way to overcome this challenge is to write descriptions or an introductory copy for each category, to display above or below the product listings.

Zappos.com, for example, places a long description (more like an article) at the bottom of category pages. Note how the descriptions include embedded links to other category pages.

2. Rewrite product descriptions

While category pages can be the focus of primary keywords, product pages offer a plethora of long-tail keyword opportunities. The challenge, of course, is that in many cases the product pages use descriptions provided by the manufacturer, which are duplicated on many other ecommerce websites.

One solution is to rewrite product descriptions to make them unique. While it’s not practical to do for every product on your website, you can start with a short list of the products that offer the best SEO opportunities.

Select the products for which your site is not ranked # 1 but which would bring great returns if they were ranked higher.

3. Write expert reviews on products

A great strategy for adding keyword targeted content to an ecommerce site is to write and post expert product reviews.

These in-depth product reviews can include detailed product images, videos, testing and analysis, and other value-added content that buyers would find useful.

See classic examples of such product reviews on CNET:

4. Create hodgepodge pages

Hodgepodge pages are pages that include various types of content targeted to a specific keyword.

To create a hodgepodge page, start by selecting the keyword you want to target. Then write a very short article or relevant content on that keyword and place it at the top of the hodgepodge page.

Below this introductory content, include links to relevant products or product categories on your website. Elsewhere on the page, include images, videos, reviews, guides, or any other relevant content you may have on your site.

The result is a strong keyword targeting page filled with very useful and relevant content, perfect for users and search engines alike.

5. Write buying guides

Buying guides are in-depth articles that teach consumers what they need to know to select and purchase the product that best suits their needs. Guides are particularly useful for products that may require specialized knowledge to understand.

For example, consumers on average know very little about computer specifications or how to choose the right computer for their needs. A buying guide can therefore be very useful for a website that sells computers.

Buyer’s guides can be optimized for primary or secondary keywords very easily as they usually have keyword rich content.

The Cabela’s outdoor outfitter offers some good examples of buying guides on its website:

How to add content

Depending on the ecommerce software your website is running on, it can be very easy to add the types of website content described in this article, or it can be quite difficult.

Mash-mash pages are more easily created if you add custom functionality to create them to your ecommerce software.

Other types of content can be easily added through a simple content management system (CMS). If your e-commerce software includes a CMS, so much the better; if not, you can just add a CMS to your website.

The open source Drupal and WordPress CMS are two of my favorites; both are easy to set up, customize, and integrate into your current website.

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