Top Tips for Adding Quality Content to Ecommerce Sites

Ecommerce sites have considerable potential in terms of the quantity and variance of the content that they can feature. For this reason, it’s always important to look at the most effective ways of using and placing content for maximum effect. There’s little point focusing all of your efforts into one type of content, when another is suited to what you’re trying to achieve, and diversity can be very effective. Here are some of the best tips for getting the most out of your content, and getting the results that you’re looking for.

Tip 1: Decide what you’re trying to achieve

Different content does different things, and it’s up to you to make sure that you’re using the right type. This will save you time and money when getting results.

Generally, there are three things that you might be looking to do. You want to help pages get ranked, you want conversions, and you also want people to link to you and your products. Blog posts as an example will help with rankings, but unless they’re exceptionally good, they aren’t going to do much for conversions or your linkability. As a very rough guide, optimised copy is good for ranking and converts, and then linkbait and infographics are best for links. Don’t take anything as solid fact however, as SEO is an ever-changing world.

Tip 2: Create only high quality content

Everyone knows the ‘content is king’ phrase, but this fails to point out that high quality content is what you’re after; not just any old words on the screen.

In the first tip, we said that optimised product copy is good for rankings and conversions. This is true, but nobody is going to be persuaded into buying one of your products if the copy is an unattractive jumble of key phrases. Bear in mind that someone is going to read that copy, and it’s up to you to make them want to buy the product. When it comes to linkbait and things like infographics, you’ve really got to up your game. Only the most innovative, fresh and interesting content is going to get noticed and linked back to. The benefit of truly excellent product copy and landing pages can also help with conversions to some extent; just as with traditional copywriting.

Tip 3: Diversify your content

It’s incredibly difficult to know exactly how any one piece of content is going to affect your rankings and traffic, and the best SEO strategies will use a variety of techniques for success.

Using several different types of content is far more effective than using just one. Ideally, you’ll be using blog posts, optimised copy, resources, news and linkbait to maximise your chances of getting the results you want. Of course, it’s always good to fine tune what you’re doing if you find that some things are more effective than others for what you’re trying to achieve. Divide up your time wisely for the best results.