Producing new eCommerce web content
All eCommerce sites suffer from the problem of having little content other than product pages. This means that search engines have very little content on which to base their indexing routines, and it also means that organic links are hard to obtain, as link masters will be loath just to promote sales of someone else's products.
All eCommerce sites suffer from the problem of having little content other than product pages. This means that search engines have very little content on which to base their indexing routines, and it also means that organic links are hard to obtain, as link masters will be loath just to promote sales of someone else's products.
Content must be unique, keyword rich, informative, accurate and contain hyperlinks. The pages must be structured according to SEO best practice: quantity is good but is wasted without quality.
The most popular ways of overcoming this problem are as follows:
Product and Category Descriptions
Writing compelling and unique product descriptions can be impractical on even a small eCommerce site. Category and sub category descriptions can be a more manageable task and is more effective, as the product pages will usually have at least some content, whereas category pages are often nothing more than product filters. Writing a couple of hundred words on the subject of each category using keyword rich, enthusiastic, informative text with plenty of hyperlinks on keywords is a good way of improving this.
Writing compelling and unique product descriptions can be impractical on even a small eCommerce site. Category and sub category descriptions can be a more manageable task and is more effective, as the product pages will usually have at least some content, whereas category pages are often nothing more than product filters. Writing a couple of hundred words on the subject of each category using keyword rich, enthusiastic, informative text with plenty of hyperlinks on keywords is a good way of improving this.
Expert Product Reviews
This is by definition going to be keyword rich and unique content, and as it offers opinion and information, will potentially attract links. Consideration must be given to suggestions of nepotism or bias amongst the various manufacturers.
This is by definition going to be keyword rich and unique content, and as it offers opinion and information, will potentially attract links. Consideration must be given to suggestions of nepotism or bias amongst the various manufacturers.
Expert Category Reviews
Information on what to look out for when purchasing products in a given category, industry trends and information and so on can provide useful ways of writing new content for eCommerce sites at the category level. Again the key here is information and education so that the content may attract links.
Information on what to look out for when purchasing products in a given category, industry trends and information and so on can provide useful ways of writing new content for eCommerce sites at the category level. Again the key here is information and education so that the content may attract links.
Top products
If there are too many products to rewrite all product descriptions, lists of popular or unusual products is a good way to produce new pages with content different to that on the product pages. Innovations, award winners, unusual applications: the opportunity for presenting the same products with different lists and unique content is endless. Failing that, taking the top 100 best sellers and rewriting just those descriptions is a good way to part-handle the problem.
If there are too many products to rewrite all product descriptions, lists of popular or unusual products is a good way to produce new pages with content different to that on the product pages. Innovations, award winners, unusual applications: the opportunity for presenting the same products with different lists and unique content is endless. Failing that, taking the top 100 best sellers and rewriting just those descriptions is a good way to part-handle the problem.
User Generated Content
Any part of the site which allows UGC to be uploaded is very valuable, as it is free, usually positive and keyword rich. It's important to ensure that the new pages either appear on the product pages in the first instance or link back to it and include similar optimised page elements as the product page
Any part of the site which allows UGC to be uploaded is very valuable, as it is free, usually positive and keyword rich. It's important to ensure that the new pages either appear on the product pages in the first instance or link back to it and include similar optimised page elements as the product page
Hints, tips, news, information and education
This can vary from how to use this site to how to open the box the delivery comes in; how to choose between products; industry news and trends: anything (preferably related to the site content) on which the author can write with authority in order to provide information to the reader. Again very valuable for attracting links.
This can vary from how to use this site to how to open the box the delivery comes in; how to choose between products; industry news and trends: anything (preferably related to the site content) on which the author can write with authority in order to provide information to the reader. Again very valuable for attracting links.
For more information or advice about how Lab Lateral can improve, manage and develop search engine friendly website copy for new eCommerce websites, contact our Surrey based Online Marketing team on 01483 60 80 60.
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