So you’ve just started an Ecommerce business.
Maybe you’ve had a physical shop and are looking to sweep up some of those online shoppers.
Or you’re 100% bought into the idea of solely selling online.
Either way, you’re waiting in anticipation for those crowds to flock, and those digital tills to ring.
But what are you doing to attract those customers?
The internet is a large place.
And getting found isn’t easy.
Just because you’ve got an Ecommerce website, doesn’t mean Google is going to send customers your way.
Now it’s time to invest some time in creating an epic SEO content marketing strategy to get you noticed and earn you some customers.
So here’s how to do it, in a few simple and easy steps.
First, research your customers.
Who are they?
What are they looking for?
How do they shop online?
What information do you need to give them to make them come to you over anyone else?
Second, research your keywords.
What words or phrases are people using when looking for products or services?
What questions do they have when making a buying decision?
What keywords are your competitors trying to rank for?
On your competitors, research them too.
How do they do about marketing?
What channels are they using?
How do they position themselves?
Where do they currently rank compared to you?
Build and optimise your Ecommerce website
Your digital shop window.
The means that you’ll make your money.
A basic Ecommerce website has a pretty simple structure: Homepage, category page, product page.
Ideally these are the three pages you need to have the highest search authority of your whole website.
Because these are the pages carrying the products that people will buy.
But from a content marketing perspective, there’s so much more you could be doing.
First of all, have you started a blog?
You might be thinking you don’t need one.
But having a blog on an Ecommerce website serves a few purposes.
One, it lets you target longer tail keywords than you can on a category or product page (which are usually easier to rank for).
Two, it keeps your website fresh because you’re regularly adding new content – and Google prefers websites which are kept up to date.
Three, a blog can be a great way to answer customer questions or tackle their objections to buying from you.
Even a blog with an FAQ section can help to get more customers on to your website.
Dealing with technical SEO
This is about making sure you’re organising pages around your keywords.
Adding internal links between your homepage, products pages, blogs – everything.
Internal links help raise the SEO authority of your website, so don’t discount them.
Is your Ecommerce site optimised for mobile?
You can do all the content marketing you want, but a website not optimised for mobile will instantly be penalised by Google and you’ll never get the kind of results you could get.
Have you written and optimised your page titles and meta descriptions?
These are all important factors in building a foundation for Ecommerce content marketing.
Category pages and product pages are a given for an Ecommerce website.
You should write enticing, engaging product descriptions that give the benefits of your products to make it easy for customers to understand why they should buy them.
Make sure you build descriptions around keywords, but make sure you write them for your customers first, and search engines second.
Cramming keywords into product descriptions is only going to get you penalised.
Use hi resolution images of products on these pages.
We’re visual creatures, and even the best product description will fail to convert when the image makes the product look rubbish.
If you can, include videos of product demos, how to guides, explanation videos.
Anything to help your audience understand how the product works and what the benefits are.
Don’t discount the value of email marketing.
Some customers might not be ready to buy from you right now.
But that doesn’t mean they won’t be later on.
Don’t use your emails as a way of just selling all the time.
You’ll just lose subscribers.
But keep sending emails to your customers with offers or useful information that will keep you front of mind ready for the moment they’re willing to part with their cash.
Use business listings and directories
For local SEO, business listings and directories are a great form of content marketing.
Submit your business’ name, address and phone number to these listings (including Google My Business) and you’ll have a better chance of appearing for local searches for your products and services.
Link building is the best thing from a content perspective you can do to improve the SEO authority of your website.
An external link (that’s legitimate and from a high DA website) is a signal to Google that other websites on the internet think yours is of high enough quality to link to.
That will pull you further up search rankings the more links you get.
Comment pieces in business magazines, or even stories in the local paper can be a good way to start link building for a smaller business.
Distributing your content
You don’t have to be on every social media platform – it’s going to spread you too thin and you won’t do anyone particularly well.
Use your customer research, figure out which platforms your customers use, and focus on creating content for those to start with.
Give your brand some personality, get across who you are, what you’re about.
Use social for promotions and offers, but don’t go too over the top with the sales pitch.
People are sold to enough in their daily lives without social media turning into one big 24/7 sales pitch.
Monitor your traffic and search results
There are free tools like Google Analytics that are great for figuring out how much web traffic you’re getting, where it’s coming from, and which content is driving the most sales.
You should look at this data everyday, and spend time every month taking a deeper look at the stats to figure out which part of your content marketing is performing well, what needs changing, and what is falling so flat that you might need to focus on something else.
Need help with the marketing and SEO of your Ecommerce website?
Why not ask for a free SEO audit of your Ecommerce website and let’s see where we can jump start your content marketing to get you more customers and more money in the back.
Our free technical SEO audit will give you a full report of your website’s SEO performance.
We’ll show you where you’re doing well, and where you can make some quick improvements to start seeing instant results.
The audit is free and once you have it, you’re free to carry out the work yourself if you want to – there’s no obligation.