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10-Step SEO Checklist for Ecommerce Sites Entering 2016

With 2016 soon approaching, many ecommerce sites are restructuring their approach to SEO. With SEO strategies and best practices continuously evolving to the new standards of Google's search algorithm, there is no better time to revamp and optimize an ecommerce SEO program.

ecommerce seo checklist 2016

To help shed light on the vital areas that could use attention, below is a brief 10-step SEO checklist for ecommerce sites entering 2016.

10-Steps to Better SEO for Ecommerce Sites

While you could hire a SEO expert to conduct an ecommerce SEO site audit to address most of these elements, most of the following aspects can be handled with basic knowledge and access to the right tools. They include:

1. Pinpoint HTML Errors

Ecommerce sites are deep and highly technical. Any issues negatively impacting search engine crawling and indexing can plague SEO. Check Google Webmaster Tools to pinpoint any obvious HTML errors. Further, use tools like W3C Markup Validation Service to ensure the ecommerce site is error free.

2. Check for Broken Links

Similar to the latter process of pinpointing HTML, make sure all broken links and 404 errors are corrected. These can hinder SEO and should be fixed with proper redirects.

3. Scan the Site's Backlink Profile

Using tools like A href's, Majestic, or SEO SpyGlass, get a full picture of the backlinks pointing to the ecommerce site. Audit both the sources and anchor text of the links. Spammy links can be disavowed. Further, too much optimized anchor text (keyword-stuffed anchor text) can indicate that any future link building should be done in natural fashion (using anchor text like "domain.com," "click here," or "learn more.")

4. Are You Using Schema Markup?

If you're not using any form of Schema markup (i.e. Product Schema for product pages,) then this is the year to get on board. While Google has yet to admit any correlation of using Schema and seeing better rankings, many ecommerce SEO's claim to experience dramatic improvement in search engine visibility.

5. Enhance Titles & Meta Data

Writing new page titles and meta descriptions for each page might be a bit much for an ecommerce site. But take a look at your top 10-20 pages generating the most organic search traffic and assess the page titles and meta data. 

Are your titles keyword-relevant and under 63 characters? Are you meta descriptions creative, compelling, and under 154 characters. Writing great copy for these small yet significant page attributes has been shown to increase click-through rates, as well as uplift rankings.

6. Audit Your Page Copy

Similar to auditing the page titles and meta descriptions (which are visible in Google's search results), read over the copy populating your top pages. Does the copy reflect the voice of your ecommerce brand? Is it accurate, grammatically correct, and unique? Do you have at least 200 or so words on your key money pages?

7. Evaluate Your Ecommerce Site's Footer

Because footers are site-wide, or on all pages of your site, any links in the footer get special search engine attention.

Not all footers are created equal. For this reason, make sure your site's footer is aligned with your ecommerce SEO strategies. For example, having a section labeled "Most Popular Posts" is a great place to link a few of your best, traffic-generated blog posts. Further, you can link to "Top Products," "Video Reviews," and other linkable SEO assets in your footer.

8. Expand Your Sitemaps

Using a sitemap, or many segmented sitemaps, is essential for ecommerce SEO and ensuring proper crawling and indexing of your key money pages. If you current sitemap only contains a few major pages in your site's navigation, then it's time to expand. Because ecommerce sites often have thousands of pages, try developing segmented sitemaps based on various product categories or brands. There are no rules, but do apply a layer of logic and organization to constructing your sitemaps.

9. Assess Your Social Media Status

If you've been slow to embrace social media in 2015, now is the time to establish a presence on Facebook, Twitter, Google+, Pinterest, Instagram, and LinkedIn (at very least.) These social media platforms can greatly help fuel your ecommerce SEO efforts.

10. Craft a Content Strategy

In addition to being powerful channel for inbound marketing, content marketing is one of the best supplements to ecommerce SEO. First, determine the various types of content that you're capable of creating (i.e. articles, blog posts, video, graphics, etc.) Next, make a list of questions, problems, solutions, and topics that you want to convey in your content. Lastly, create the content and get it published, whether on your ecommerce site, or on another relevant sources (preferably one that gets a lot of traffic.)

Web Presence Management for Ecommerce: 3 Keys to Success

Web Presence Management for EcommerceHere at Click Centric SEO, we often focus our work on ecommerce SEO and search marketing (PPC advertising, etc) Any yet, when we work with ecommerce clients, we advocate a more cohesive approach that centers on managing an ecommerce brand's complete web presence.

Parallel to the evolution of SEO and Google's algorithmic changes is the needed to embrace a comprehensive strategy that focuses on various aspects of web marketing and online brand building. Web presence management is one of the best ways to define this new approach as it takes into account several key variables which we go into greater detail below.

Embracing Web Presence Management Cohesively

What's different about web presence management compared to other forms of managing and building an online brand is cohesiveness. This approach brings together several aspects of Internet marketing and branding, and each work together in unison to grow a company's online presence.

The questions below reflect the primary components of web presence management. Answering each questions honestly might shed light on where you can improve the optimization and management of your ecommerce brand's web presence. For additional resources for web presence optimization, visit our sister company, WebPresenceGroup.net.

Are You Investing Enough In Social Media?

Investing in social media comes in many forms, such as:Web Presence Management Social Media

  • investing time and energy building a social media presence on Facebook, Twitter, Google+, LinkedIn, Pinterest, etc.
  • investing in social media advertising to reach new people to grow your audience
  • investing time and energy finding quality content to share
  • investing in the interaction and engagement with your audience

The social media presence of your ecommerce brand will ultimately influence its growth in many ways, particularly SEO and domain authority. How?

This is the role having a content strategy will play in web presence management.

Do You Have A Content Strategy In Place?

A content strategy is the glue that holds together your social media and SEO efforts. The creation of kick-ass content that resonates with you target audience provides the tangible means of having something awesome to share on social media.

Not only can this awesome content conjure a lot of likes, shares, tweets, and other social signals (making your content more legit in the eyes of Google,) but any links stemming from your content can be magnified, especially when they direct to key money pages or product pages on the cusp of high rankings.

While there are many ways to embrace content marketing and creating a content strategy, get creative and tap into interesting means that will spark the interests of your target audience. For ecommerce, in-depth articles, product review videos, image-packed and idea-rich blog posts are just a few good places to start.

What Are You Doing To Improve Your Search Engine Presence?

Sure, you've done some SEO on your ecommerce site and made your product pages are keyword relevant. But that's just 20% of the SEO equation.


Web Presence Management Search Marketing

What are doing off-site to support your SEO objectives (i.e. link outreach, network, blogging, etc.)?

Are you experimenting with PPC advertising to market your money products on search?

Where are most of your links coming from and how can you diversify your site's backlink profile.

Again, web presence management centers on cohesiveness and exploring all avenues to cultivate success. Focusing only on link building, or only on social, will only pose limitations in the growth of your web presence.

What It Takes To Cultivate a Sustainable Ecommerce SEO Strategy

Ecommerce SEO is a battle that many retailers fight (often times for years) and lose within time. Achieving sustainable search engine placement and out-ranking the Amazon's and eBay's of the web is incredibly tough. But it's not impossible.

What does it take to be atop these heavy hitters and hold high search rankings for the long-haul? Below we delve into some of the primary pillars that are vital to cultivate a sustainable ecommerce SEO strategy that delivers results for years (not just a few weeks.)sustainable ecommerce seo strategy

The On-site SEO Basics

There's on-page SEO and there's on-site SEO. Although many in the industry find these terms synonymous, they are actually a slightly different.

You can think of on-site SEO as the all-encompassing effort of ensuring your ecommerce site is properly optimized across all pages (i.e. sitemaps, schema markup, internal linking, etc.) While on-page SEO focuses more on the specific details and intricacies of optimizing a page (i.e. keyword-relevant titles, Meta data, copy, etc.)

To cover the on-site SEO basics, follow our Ultimate SEO Checklist for Ecommerce Sites. Here you find a quick run-down on the basic necessities of on-page and on-site SEO for ecommerce sites.

Growing Social Media Presence

Growing your social media presence should be equally as important as growing your keyword rankings in Google. A strong social media presence on Google+, Facebook, Twitter, Pinterest, and other relevant channels is a powerful asset that can have a profound impact on your store's bottom line.

social media seo Not only does social media fuel direct traffic and sales for your ecommerce site, but it also helps to ignite your SEO efforts and content strategy (below). There's also an emerging buzzword called "social authority," and it makes a lot of sense from an SEO perspective.

In short, an ecommerce brand with loads of Facebook page likes, Google +1's, Twitter and Pinterest followers, etc. is attributed with great social authority. And what better mechanism for Google to determine ecommerce sites worthy of higher rankings?

Invest some marketing dollars in social media advertising and build your audience. Naturally growing a social media presence (via a content strategy) is pretty challenging, but not impossible. Your team can accelerate this process by getting new followers on-board to help share and spread awareness of all things awesome about your brand.

Fresh, Audience-Focused Content (On The Reg)

The next primary pillar to a sustainably-performing ecommerce SEO strategy is devise and implement a content strategy (or "content marketing strategy"). There are many possibilities to create audience-focused content, but ultimately, originality (evergreen content) and value are vital aspects to keep top of mind.

Product review videos are always a great approach, as evergreen videos (produced by your ecommerce store) placed on key product pages or rank-worthy money pages brings SEO value to those pages.

Focusing on long-form content is also a great content strategy, particularly if you're selling high-dollar items that require deep customer research and contemplation. Long-form content is comprised of in-depth articles that focus on specific topics, products, and applications.

Get your ecommerce marketing team together and brainstorm some stellar ideas to cultivate a content strategy. Just make sure to create a schedule and keep pushing out brilliant content on the reg (regular, that is ;).

Authoritative, Relevant Backlinks

While your awesome content should hopefully earn the likes of your social media audience (and thus earn some backlinks as a result,) this practice is often much easier said than done. Earning links requires an exceptional content strategy that's executed to perfection.SEO authority

In most cases, manual link generation is need to produce results. And while we don't always recommend link building, when we do, it's absolutely important to take a very natural approach and build links mindfully using relevant sources and a very balanced anchor text profile.

While the best links are earned naturally via brilliant content that people link to, it can be beneficial to jump-start an ecommerce SEO strategy by manually publishing content on quality sources to direct links back to your site. Although this a consider "gray-hat" SEO, there's really no other option to be a strong contender in a competitive search market. In short, authoritative, relevant backlinks will help to build domain authority all while helping to establish keyword relevancy (two key drivers to sustainable rankings.)

Technical Fluidity

Last but most certainly not least, the nuts and bolts behind the ecommerce site (the HTML backend) needs to be fluid and free of HTML errors and warnings. In essence, a technically fluid website enable search engine spiders to seamlessly crawl and index a site without getting choked up on broken code, flash media, or other roadblocks negatively impacting performance.

A good place to check the technical fluidity of your ecommerce site is the W3C Markup Validator which will highlight HTML errors and warning present throughout your site. Another good place to look as your site's Google Webmaster Tools account. Both of these sources can help you pinpoint problem areas that are hindering the technical performance of your ecommerce site (and thus its ability to rank as hard as possible.)

Why Web Presence Optimization is the Future of Online Marketing

web presence optimization horizon

The future of online marketing is changing. Diminishing are the days when keyword optimization, link building, and other traditional SEO strategies were all that was required to successfully rank in search engine results. As we enter 2015, SEO will slowly fall by the wayside as savvy Internet marketers use a new term: web presence optimization.

What is Web Presence Optimization?

Web Presence Optimization (or "WPO" as many are starting to call it) is a new online marketing strategy where businesses optimize content across all online platforms they are involved with. This is mainly via business blogs, social media pages, press releases, or the business website itself. Businesses now have to converge all their advertising platforms to improve their online brand visibility.

Why is WPO Approach Important to Business?

The greatest revelation in eCommerce today is that consumers are no longer looking for flashy advertisements but tangible information that can be used to make crucial purchase decisions. Consumers want to be educated about the product beforehand and know what they can gain from it. In other words, consumers want fresh, discoverable and relevant content about any product or service they are interested in.

Web presence optimization takes the focus away from mere advertising and channels it into building concrete and entertaining content that will generate new leads while maintaining old ones. This is not to say SEO is completely being tossed out the window. SEO is still at the core of internet marketing, only that WPO aims at spreading the various strategies of SEO on all search platforms used by internet consumers.

Components to Optimizing a Solid Web Presence

web presence pillars

As a business, the first step to successfully initiate web presence optimization is to put more effort in its three key aspects namely content marketing, social media and search engine presence. Search engine presence will still rely heavily on the usual SEO tools to ensure your business remains visible to consumers on Bing, Yahoo! or Google.

Search engine algorithms have grown stricter and require diligent use of SEO techniques and strategies like generating backlinks, content keyword optimization, and SEO mapping to increase organic search listings. If you need your online content or social media campaign ranked highly in SERPS (search result pages) then you will need to pay attention to your search engine presence approach.

Content marketing is the new secret weapon for the business yearning to push through the cut-throat online competition and rich a substantial client base. Consumers are in need of new information every day thus it's the mandate of the business to update their content on blogs, article directories or press releases.

Google will also rank great content high-up on search results boosting your brand visibility. Content marketing accomplishes what advertising could not-educate consumers about the product, get them to like the product and trust it enough to buy it.

Social media is where business happens most today and every ecommerce company is looking for new ways to get users engaged on social media to create leads. Social media offers a ready advertising platform for company products and also an avenue to continue your content marketing strategy to potential clients. Your social media sites will require visibility in search engines. This means you will employ both SEO tools and fresh content marketing skills to get customers to notice your brand.

Web presence optimization is the future of business and all its three aspects-content marketing, social media, search engine presence- integrate together to boost brand visibility for businesses.

Tips to Create User-Centric Content That Earns Links Naturally

The foundational value of a website is largely determined by the quality and presentation of its content (such as the nature of the copy, media, graphics, and images.)

Ultimately, giving visitors a solid sense of purpose that answers the question "why I am here?" can help position your online brand as a legitimate, trustworthy, and enlightening resource.

Whether via SEO or other inbound marketing strategies, the righteous path to realizing success online is through your content. It's essential to create user-centric content (whether via blogging, crafting landing pages, or designing the homepage) that resonates with your audience on a meaningful level.

user centric content strategyFurthermore, awesome content can actually earn your site valuable links. This can play a huge role in driving higher keyword rankings for SEO and keeping your online business thriving.

Below we share a series of tips and techniques you can use to inspire brilliant ideas for your content strategy.

Incubate & Empathize With Your Target Audience

The first step of the planning process is putting yourself in the shoes of your target audience. Learning exactly what your target audience likes, laughs at, and loves, (although difficult sometimes) can generate some of the best ideas for content creation.

A good approach is to chat with your existing clients to get an idea what jives with them. In short, pick their brains on what forms of content will spark their interests and captivate their attention.

Engaging with your target audience is key to learning more about their tastes, perspectives, and preferences. For instance, after publishing a blog post, try ask questions (whether in the blog post [depending on how many readers you anticipate] or in the social media posting when sharing the content.) Not only does this help generate feedback, but it enables you to interact with your audience on a deeper level, thus instilling your brand deeper into their subconscious.

Consistent communication with your clients and prospects also helps to establish long-term relationships and higher levels of trust. If you're regularly seeking the feedback of your clients, it sends signals that you truly care.

Dive Into Research & Read Up

One of the best sources for inspiration are other successful ideas. This can be in the form of research or other articles published throughout the web. Using these resources can help you get generate valuable ideas and facts to share in your own words (or imagery via video or graphics.)

Here's an example: fitness guru Ben Greenfield has created a massive following and a prominent online brand by diving into health-related research studies. He shares topics of interest on his blog and podcasts, which organically grows his audience and cultivates sincere followers whom of which are loyal.

In addition to reading up and researching other related ideas for content creation, finding good studies or articles provide excellent pieces that can simply be shared via social media. Not only does this give you something good and tangible to share with your audience, but by sharing other authors' (or influencer-generated) content, these powerful individuals might befriend, like, follow, or encircle you on their social media accounts. These are meaningful connections that can later be of incredible value for your content strategy.

Stay Current & Up-to-Date

Dovetailing aspects of your content strategy on news and current events is also a solid means to create link bait-able content. Often times, busy marketers don't have the time to visit and explore websites and other sources of news and events. Using an RSS feed, Google Alerts, or Talkwalker are great solutions to be shown content that relates to specific interests you can define.

With these alerts and feeds, you can notified whenever something relevant and important comes up. You can then take timely action to re-purpose these happenings into your own content.

Think Locally. Execute Globally.

Producing content that favors a local audience is highly effective in engaging specific in-market users. However, in order to draw the interests of larger audiences, you need to develop and share content that can be absorbed by people of diverse cultures.

For example, if you operate a website that provides natural health supplements, you can find relevant news of local interest to cover, but also tailor your content to also be relevant on a grander scale. Just a hint of locality in your content can spark a connection regional prospects and customers (but you also want to respect the entire clan.)

Don't Forget to Serve Existing Clients

As much as expanding the client base is the primary goal of most businesses, it's important never ignore existing clients. In fact, it's equally important that your currently clients are happy, loyal, and satisfied with your product or service.

Be creative and come-up with ways to reward your current clients. This can be as simple as a social media shout-out or even deeper by offering incentives or discounts on their investment with your company. The objective is help them feel appreciated, which can lead to repeat purchases and, most importantly, referrals.

Lastly...

As you can see, generating user-centric content should be..... well... user-centric. In other words, deliver value to your website visitors and don't obsesses about the links. If your content is truly awesome and resonates with your audience on a meaningful level, the links will come, naturally.

5 Creative SEO Link Building (and Earning) Tips for Ecommerce Sites

For any ecommerce SEO strategy, building and earning links is essential to earn top keyword rankings.

Without an arsenal of blogs and link building resources, it's not easy to generate link popularity for your ecommerce site.

It's time to get your creative juices flowing and start brainstorming ways to naturally earn links back to your website.

Below are five creative link building (and earning) tips to empower your off-page ecommerce SEO strategy.

1. Construct a Creative Content Marketing Strategy

The best way to naturally earn quality links back to your ecommerce site is content marketing. That is, produce, publish, and promote brilliant content that earns the favor of your audience. Content that earns social favor will typically garner a natural influx of links.

Be creative in the content you produce and share. Product profiles and reviews are an ideal form of link bait for ecommerce SEO. And beyond write-ups and blogs post, a short video or insightful graphic can be the most engaging form of content.

Parallel to creating content that's creative and compelling, ensuring that your content gets exposure is equally as important. Social media plays a pivotal role in getting your content in front of the right people.

2. Be as Social as Possible

Having a strong social media presence can help maximize your content marketing and link earning potential.

In short, the more people who engage with your content, the more likely your content will be shared and linked-to.

Three of the most powerful social media platforms for ecommerce SEO are Google+, Facebook, and Twitter. Not only do these platforms facilitate sharing and link earning potential, but the likes, tweets, and +1's (social signals) that are earned can help increase the content's ranking potential.

Social media is a powerful tool that should be used in conjunction with SEO and link building. If your ecommerce brand is fresh on the social scene, start reaching out and connecting with various communities. You can leverage Facebook's ad platform to rack-up more likes to your page, or create an organic social media strategy to help grow your following. Although the gratification will not be instantaneous, the long-term rewards of building social authority can indeed help your overall SEO strategy.

3. Incentivize with Contests & Giveaways

An amazing way for your ecommerce brand to get popular is to put on a contest or sweepstakes giveaway that draws the attention of your target audience. Again social media can help immensely in promoting such offers. And once known to your audience, a contest can help garner links back to your website.

Beyond a link earning context, be sure that participants opt-in to the contest via email, social media platform (by "liking" or "following" your page,) or both. This way you can take advantage of growing your contact list for future ecommerce marketing efforts.

4. Produce Link Bait-able Content

Link bait is purely awesome content that people like, and link to. Similar to constructing a creative content marketing strategy, think of publishing something super inspiring that instills that 'ah ha' moment in your audience.

Some of the most link bait-able forms of content are:

  • Product reviews and feature profiles (especially in the form of video)
  • Infographics that are very relevant (and fun) for your target audience
  • Unbiased, customer-generated reviews on product pages
  • How-to articles and blog posts for self-enhancement
  • Interactive applications and games
  • Coupons, deals, and other creative buying incentives

5. Use Link Anchor Text Creatively

Although link earning is the best way to establish greater off-page authority for SEO, manual link building is still an effective practice. However after Google's Penguin attack on over-optimized anchor text, it's now important to diversify anchor text to appear more natural.

Mix it up and be creative with your link anchor text. Choose descriptive anchor text (over "generic anchor text") for your links, and be empathetic from the perspective of your readers. Of course some degree of keyword relevancy is important for SEO; however, be well-balanced and avoid using exact phrase match anchor text more than 30-40% of the time.

About the Author
Tyler Tafelsky offers over five years of experience in the organic SEO profession. He is an ecommerce SEO specialist here at Click Centric SEO and offers expertise in strategy development, content creation, and consulting programs. You can email him directly at Tyler(at)clickcentricseo.com or Follow him on Twitter.

The Best Ecommerce SEO Strategy: Produce Content About "It"

There's countless online marketers and SEO enthusiasts trying to reveal the best ecommerce SEO strategy. Well, my friend, I know what that SEO strategy is. And I will share it with you.

First, you must know precisely what "it" is. From dry SEO perspective, "it" is simply your keyword target. But from an ecommerce perspective, "it" is most likely a product or brand that your online store offers.

"It" is what you want to rank for in the organic search results. To prove your website is worthy of such top rankings, you must produce quality content about "it."

Defining the Best Content to Showcase "It"

That doesn't necessarily mean write one of those keyword-stuffed "doorway" pages that are specifically designed for SEO. We don't want any of that content, and neither do your visitors.

Instead, you have to get creative and determine the best forms of content to showcase "it."

The idea is produce content that offers value, insight, education, and/or enlightenment for your target audience.

In short, you need to create valuable and meaningful content that is socially liked, appreciated, and shared throughout the web.

Yes, this purpose for this content is for real people (and not just the search engines.) Envision the outcome of your brilliant content as something super interesting that goes seriously viral. So long as your content is somewhat optimized for search (withholds some degree of keyword relevancy,) the social authority it earns will make it rank naturally in the search results.

So what are some the best forms of content for your ecommerce SEO (content marketing) strategy?

  • Articles and Blog Posts - Writing insightful articles and blog posts is easily done in house. What's nice is that these forms of text-based content can be on the same website or domain, making it easy for readers to browse around your ecommerce store after taking-in your wonderful post.
  • Videos - Producing videos are a great way to engage your audience. Some of the best videos for an ecommerce SEO strategy are product reviews and highlights. Seek to educate your audience and they'll trust you more as a store to buy from.
  • Images and Graphics - A very easy form of content to produce (especially if you have a graphic designer on hand) are images and graphics. They are also very engaging and can instill all kinds of emotions in your audience. Infographics are also cool, but require a lot more planning.

Why Content Marketing is the Best SEO Strategy for Ecommerce

Proving you know a lot about "it" shapes the level of credibility, trust, and value your audience sees in your ecommerce brand. For ecommerce SEO, producing and sharing content about "it" makes your website more relevant on "it."

If your content is widely accepted and goes socially viral, your potential for search exposure will be much greater for keywords about "it"

This whole ecommerce SEO strategy is purely a content marketing strategy. The fact of the matter is, content marketing can help your ecommerce band in multiple ways.

From brand building and public relations to inbound marketing and SEO, the advantages are vast when you produce and share superb content. The underlying focus is to ensure that your content marketing as a very clear and well-defined purpose.

About the Author

Tyler Tafelsky has over five years of experience as an organic SEO expert. Tyler is highly engaged in social media and content marketing, and advocates these channels as essential components for SEO. You can learn more by connecting with Tyler on Google+, or following Tyler on Twitter.

 

3-Step Creative Process for Your Ecommerce Content Marketing Strategy

Content marketing on the Web is evolving the practices of SEO and Internet marketing.

As a result, almost any online business or brand can benefit from creating a content marketing strategy, especially for ecommerce.

The objective behind content marketing is to produce (and share) exceptional content (articles, videos, images, graphics, etc.) in an effort to gain the favor a targeted audience or consumer-base.

Great content can inspire, motivate, and instill loyalty, trust, and confidence in consumers. This can be highly advantageous in a competitive online marketplace.

To help get your creative juices flowing, below I share with you my simple, 3-step process of creating an ecommerce content marketing strategy.

1. Have a Clear, Well-Defined Purpose

Although it's important to have a clear purpose for any strategy, this aspect often gets overlooked amongst content creators.

I personally believe this is because some writers over-obsess about keyword relevancy (to aid their SEO efforts,) or they’re simply in a hurry to finish their content as quickly as possible.

The success of a content marketing strategy will almost always hinge on quality. This is achieved when people engage and share brilliant content, thus increasing its popularity and overall value.

Establishing a clear and well-defined purpose with your content is the pivotal planning stage that will set course for its success. To better define the purpose behind your content marketing strategy, ask yourself:

  • who is the primary target audience of my content?
  • what benefit will the audience have by engaging with my content?
  • what action (or reaction) do I wish the audience to take after engaging with my content?

Clear answers to these questions will help you develop a meaningful content marketing strategy that has righteous intentions.

2. Create Insightful Content that Provides Value

In reinforcing my previous point, the success of a content marketing strategy will mostly hinge on quality. Quality content derives from having meaning, value, and insight. In short, what can offer your audience that induces the ever-powerful "ah-ha" reaction.

For ecommerce, this can be a little tricky. Products and consumer goods are sometimes not the most exciting things to talk about. However, put yourself in the perspective of you target customer. Conjure-up your sense of empathy and ask yourself, "what form of content and insight would I find valuable if I was planning to purchase 'product X'?"

Be an Educator

In addition to finding the best deals, online shoppers are typically scouring for content about product specifications, information, reviews and comparisons.

One of the best ways to meet such needs is to be an educator with your content.

By offering accurate information and helping your audience learn about what it is they are looking for, you can position your ecommerce brand as a credible resource.

3. Be Socially Diverse and Share Your Content

Having a diverse social media portfolio is paramount for almost any online brand. From an SEO perspective, content that gains likes, shares, tweets, and +1's (social indicators) is more likely to earn top search rankings. With SEO aside, socially sharing and promoting your content on various platforms will help its visibility. If you're content is really good, it has greater potential to be shared, and ideally, go viral. In essence, social media is a must-have for almost any business model. For ecommerce marketing, social media helps to retain loyalty and credibility in a brand, while aiding content marketing and SEO.

About the Author:

Tyler Tafelsky is a SEO and content marketing specialist here at Click Centric SEO. Tyler offers over five years of experience as a content writer with a focus in organic search marketing. To learn more, you can connect with Tyler on Google+, or follow him on Twitter.

 

 

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