Blog items tagged with "education"
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.
For many product-related keyword categories, the ecommerce SEO playing field is fierce with many big budget retailers dominating the SERPs. Although these competitors may be intimidating for your organic SEO efforts, there are usually ways to get around them. Being an educator is one.
Successful SEO for ecommerce sites demands a good understanding of the buying behaviors of online shoppers. A vast majority of online shoppers are better defined as browsers, or info seekers who are still in the pre-purchasing phases of the buying cycle. These individuals are purely seeking information to help aid their decision.
Common pre-purchasing behaviors of online browsers include:
- learning as much as they can about the product before they buy it
- seeking out unbiased reviews of the product
- comparing the features of similar models
This is when being an educator is clutch for ecommerce SEO. Instead of optimizing only product pages, maybe you can optimize a page for reviews? Or perhaps a product 'FAQ' page? Or Video? To help get your creative juices flowing, we provide a couple examples of how being an educator wins for ecommerce SEO.
Superb Use of a Sub-Domain
Just the other day I was doing some research for a new pair of running shoes, particularly for triathlon. I've been noticing a lot of the pro triathlete wearing Newton running shoes, so I decided to learn more about what makes this brand so special. I submitted the search query 'newton triathlon shoes' in Google.
The first thing I noticed was www.TriSports.com dominating the top two search listings. But what really stood out was this listing at the #5 spot: "Genious..,"
I thought to myself as I delved into highly informative write-up (with the subtle "Buy Now" button) all about Newton's new MV model shoe. TriSports created a sub-domain called the TriSports University which profiles certain products with very thorough analyses. In essence, the write-up was a thorough review that touched on many of the specific details that the average shopper wants to know.
It covered how well the shoes perform under certain conditions, all of the minute features and benefits of the shoes, as well as the primary pitfalls of the product. Not only did this write-up help my decision on buying the Newtons (in which I did,) it made me perceive TriSports as a trusted ecommerce store that knows what they're doing.
Owning it with Rich Media Reviews
The organic search listings for product-related queries can be a bit overwhelming, especially for broad searches like "arcteryx jackets reviews." One form of rich media that makes a prominent appearance in the search results is video.
Creating and optimizing review-focused videos is a great way to capture search engine exposure (naturally, without building links.) The search results shown above reflect the keyword query "arcteryx jackets reviews." The listing that really stood out to me was the video.
The creator of the video (www.missionreadyequipment.com) does a good job at explaining some of the features of a couple different Arcteryx brand jackets, however the company fails to provide a good call to action. Nonetheless, their video has earned over 14,000 views and it holds a great ranking for a very popular search.
Additionally, the video is educational and speaks to a very specific target market. The practice of creating review-based videos can be momentous for ecommerce SEO and organic search marketing.
The trick is to optimize videos to maximize there organic SEO potential. In addition to keyword optimizing the video properties, a good way to do this is create a video sitemap on your ecommerce website. In a nutshell, search engine like Google love video sitemaps and they help to get your videos found in the organic search listings.
Blogging All About It
While looking for costume ideas on some 'sailing clothing' sites for sarcastic 'yacht club' party, I came upon a well-optimized ecommerce site called Point Loma Outfitting. I saw that they had a blog, so for sh**ts and giggles I thought I'd take a peek.
I noticed they had a blog post about "Camet sailing clothing" with a video as the many feature of the post. Naturally, my organic SEO instincts directed me to Google where I searched that exact phrase match 'camet sailing clothing'.
Sure enough, Point Loma was sitting pretty at the #2 spot, along with the video they featured in their blog post at #5. I decided to glance at the blog again to test its true effectiveness. After seeing a blog post about the arrival of the new 'SLAM Force 4 Series Foul Weather Gear', I decided to search the phrase 'slam force 4'. It turns out that Point Loma is killing it.
In addition to the company's impressive display of video SEO, they seem to understand the power behind content marketing via blogging. I tip my hat to the organic SEO's of Point Loma. Well done.
Be More Than Just an Ecommerce Site. Be an Institution.
Educating potential customers can instill a high degree of trust and credibility in your ecommerce store. Additionally, offering valuable content can naturally earn link popularity for the benefit of organic SEO. The underlying takeaway to becoming a good educator for ecommerce SEO: be creative in what you offer, and strategic in how you offer it.
This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.