Expanding the Horizons of eCommerce Content Strategy
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Expanding the Horizons of eCommerce Content Strategy

Posted by Dan Kern on May 1st, 2014

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cash registerSuccessful eCommerce websites are those which explore every possible way to educate their customer (or potential customer) at every point in their journey, from query to purchase. Once this concept is fully realized, it becomes quite clear that an eCommerce website’s content strategy must expand beyond the basic structure of the homepage, category pages, product pages and utility pages (contact, return policy, etc.).

The expansion of content strategy is not only beneficial for overall customer nurturing, but it also widens the possibilities with SEO–from keyword research, to content creation, to content marketing and link building. By understanding the true intent behind keywords, online marketers can understand the different needs between potential customers, and produce the type of content that will most likely convert into an action (purchase, newsletter signup, etc.).


Table of Contents

Understanding the Buying Cycles of an Online Shopper

Uneducated Shoppers Looking for Options

Educated Shoppers Needing More Education

Shoppers Who Know What they Want

Shoppers Needing the Final Push

Shoppers Who Are Ready to Buy

Additional Resources

 


 

Understanding the Buying Cycles of an Online Shopper

When attempting to expand upon a content strategy, it’s important to first understand your user’s search behavior and how it correlates to your website’s content strategy. For an optimal experience (and optimal conversions), someone searching for “mens hiking boots” is going to require different content than someone searching for “mens Vasque Sundowner” or “Vasque vs Asolo boots.” All three of these search queries have different intent. The first query indicates that the searcher does not yet know what product he or she might be interested in purchasing. The next query is typical of someone who knows what he or she wants, and is probably shopping by price, stock/availability, etc. The last query (“Vasque vs Asolo boots”) is typical of someone who has narrowed their choices down to a small set of preferred brands/models, but is looking for some final advice to help them make a more educated decision. Therefore, each of these search queries require a different content approach.

One model for segmenting keywords by intent is to use the Awareness Ladder, a concept created and discussed by Ben Hunt in his book, Convert! Originally a graphic designer, Ben Hunt took a radical approach to conceptualizing the focus of website design by tailoring it to the specific needs of users who were in different stages of “awareness” of the many problems and solutions available in relation to a specific set of products or services. Through this approach, a website is better able to cater to the needs of different types of visitors, and better convert to sales.

Another way of looking at this is simply “buying cycles.” Every good marketer knows that the sales/buying cycle involves multiple stages, and this chapter is aimed at helping SEO professionals get caught up on how to execute SEO strategies on this core concept of consumerism. We’re going to simplify them a bit and tailor them to the specific scenarios encountered in an eCommerce shopping environment. Through this approach, we’re also going to uncover additional types of content that could be created on an eCommerce website to “expand the horizons” of the overall content strategy.

Uneducated Shoppers Looking for Options

These visitors are in the earliest possible buying stage. They are searching for options under a core topic, such as “boots” (most general) or perhaps “mens boots” (still general, but more specific), and are primed to be educated about the various options available to them. In return, the content that best suits them should be very general and present them with the various types of products available for further browsing. Simply put, these visitors are “browsers.”

A number of content approaches can be taken, from presenting high-level product types in a browse-and-click format (i.e. – category page), to editorial explanations of available options written in a conversational manner (general informative articles). The specific audience demographics will help determine which approach is best, but let’s dive into some specific types of content that would serve these visitors well.

Category & Sub-Category Pages

The most obvious type of content that caters to these visitors is something that most eCommerce websites already have: category pages. The purpose of these pages are to group products categorically, and perhaps also present sub-categories for further defining areas of interest. It’s best to target 2-3 highly searched keywords and lead off the category page with short, descriptive content (@ 100 words) that introduces these types of products to the visitors. This serves both the searcher and the search engines, as it offers some context as to what the page is about as well as helps them serve as actual landing pages instead of just navigation sections. A couple good examples would be Asphalt Kingdom’s “Sealcoating Equipment” category page or Dick’s Sporting Goods’ “Mens Hiking Boots” category page (shown below).

 

Category Page Optimization | eCommerce Content Strategy

This category page, from Dick’s Sporting Goods, shows how unique content can be added to improve optimization

Buying Guides & “How To” Content

As an additional strategy to complement category pages, buying guides can be created to help users discover the right products for them. REI does a wonderful job at this via webpages like their How to Choose Hiking Boots guide.

 

Buying Guides - eCommerce Content Strategy (SEO)

eCommerce buying guides offer the chance to target “inquisitive” keywords, educate potential customers and curate products and the same time

 

The guide is clearly targeting the keyword “how to choose hiking boots,” which is typically used by someone very early in the hiking boot buying cycle. Everything from boot cut, construction and fit is covered, and the user is sure to be much more educated for a proper buying decision after reading through the buying guide. Static links to category pages can be elegantly placed within the context of educational content, and related product feeds can be dynamically generated in sidebars (as shown in the right sidebar of the REI page) or perhaps even in between paragraphs to increase the chance of conversion (since that’s where the reader’s focus is).

Another excellent example of an eCommerce site building “how to” content is the Driveway Repair Guide from Asphalt Kingdom. The content provides preliminary information on driveway maintenance to educate readers, steps on how to repair your own driveway, answers to common questions and even a couple of infographics that make the process more visual.

Contests/Sweepstakes

For the purpose of email acquisition, link building, social shares, building social followers and increased brand discovery, contests and sweepstakes are a great way for eCommerce websites to get new potential customers into the sales funnel for later email marketing. Boot Barn, for example, consistently promotes contests on their website, such as this one:

 

Contests Sweepstakes - eCommerce Content Strategy

Contests, sweepstakes and giveaways are great for driving new traffic and links for SEO…and building audience through email acquisition

 

By requiring users to fill out an entry form, they are acquiring emails to build their newsletter list for later email marketing. By requiring users to vote on their favorite boots, they are building engagement with their audience.

The possibilities with contests and sweepstakes are endless, from “Blog it to Win it” contests that can drive links, to “Pin it to Win it” contests that can drive social signals and followers. When coupling contest topics with keyword research, they also become landing pages that can drive serious organic search traffic to boot. In summary, contests and sweepstakes are incredible tactics to build up newsletter lists and social media followers when coupled with basic SEO strategies.

Pro Tips: Always be sure to check the state and federal sweepstakes laws and write up a Rules/Terms and Conditions page to protect yourself. Also be sure to promote your contests and sweepstakes on popular contest websites like www.online-sweepstakes.com and www.ilovegiveaways.com for immediate link building opportunities, and look (especially) for contest and giveaway sites within your industry or niche.

Product Image Galleries

Online shoppers are very visual, and considering the recent growth of image-based social media channels like Pinterest and Tumblr, some shoppers might have a much better experience on your website if they were able to browse topically grouped products by image. Furthering this point, many shoppers are now using Google Images to search for products by image as an easier way to pinpoint what they want. Furthering this point even more, fashion followers are using sites like LOOKBOOK, Topman and Zara to get more visual in their clothing and fashion search. Build off of these recent trends by developing image galleries on your site to make the shopping experience more visually executable. Online shoppers love the experience they get on Zara (see below), which features compelling images linking to product pages.

 

Product Image Galleries - eCommerce Content Strategy (SEO)

Product image galleries build excitement and interest with potential customers as they browse and prepare to make purchasing decisions

Product Rankings

Looking to other industries for inspiration is always a fun excursion, and there’s something to be learned from the fantasy football industry. That’s right–fantasy football. Sites like FantasyPros.com combine player rankings each week and produce an aggregated list. The result? Better decision making for fantasy football players.

 

Product Rankings - eCommerce Content Strategy

Yes, even fantasy football can teach us something about eCommerce, such as ranking entities of interest to users (i.e. – products) to help them make more informed decisions

 

Imagine how this strategy can be applied to an eCommerce store. You most likely have ratings, reviews and data on most purchased products in your database. Use that data to create “Best XYZ” pages that list the top 10 products in each category based on rating/review/purchase count, and you’ll have a unique way to target the “Best XYZ” keywords. Not only will this type of content drive traffic, it should also attract links naturally since your site will most likely be the only website providing such uniquely valuable content.

Educated Shoppers Needing More Education

Conversion rates on initial visits from uneducated shoppers are typically lower than visits from visitors who are later in the buying cycle. However, somewhat educated shoppers (who need more education) are primed to “convince themselves” of the right product for them (through your educational content), and have a higher potential for conversion. So, offering educational content to further them along in their quest is a strategic way to provide value to the visitor, potentially convert them into a sale, or the very least acquire an email address for later marketing. Whatever the outcome, your eCommerce site is still able to meet business goals through content strategy. Here are some different strategies to further educate these types of visitors.

Freemiums

Offering a free eBook, buying guide, educational white paper, interactive tool or some other free download (aka “freemium”)  in exchange for acquiring an email address is a great solution for these types of visitors. By offering a free download that discusses the pros and cons of different types of products, or granting access to an exclusive interactive tool that helps users decide what types of products they would be interested in, an eCommerce website can satisfy the needs of these visitors who are early in the buying cycle. By acquiring emails in the process, it offers a later opportunity to sell products through targeted newsletter marketing–even if a the visitor does not convert to a sale upon first visit.

Freemiums are more popular on content websites than eCommerce websites (for whatever reason), so here is one example of a knitting-focused content site that is acquiring emails through a free, downloadable eBook on how to knit socks:

 

Freemiums & Downloads - eCommerce Content Strategy

Take a chapter out of the content marketing strategy playbook and offer “freemiums” (free downloads) to your shoppers to nurture them, build trust and interest for future sales

 

In this example, Knitting Daily is funneling new potential customers into their sales cycle by acquiring their email addresses in exchange for offering a free downloadable eBook. In order to attract the right visitors, they are targeting the keyword “how to knit socks” rather than simply “knitting” or “sock knitting.” These are somewhat educated visitors who need further education.

The key to successful freemiums is attracting the right visitors. Who are the right visitors? Quite simply, they are visitors who have the highest probability of purchasing your products (now or later) once you’ve educated them, and built trust in your brand. This is one of the main reasons that freemiums are suggested for buyers who are a little further along in the buying cycle than an uneducated shopper.

Product Comparisons/Reviews

Search queries that compare product A against product B are quite popular with educated shoppers who need more education. For this reason, content such as product comparison matrixes, detailed reviews and other comparative forms of content targeting later-buying cycle visitors can be very effective in converting shoppers to buyers. For example, Native Instruments (maker of high quality digital music production software) provides a simple set of comparison charts to help shoppers decide on the right type of Guitar Rig (their innovative digital guitar amplification simulator) in this handy comparison chart.

 

Product Comparisons & Reviews - eCommerce Content Strategy (SEO)

Product comparison charts are another way to help curate eCommerce products in a manner that will lead to quicker, better purchasing decisions by shoppers

 

If potential buyers have questions about which version of Guitar Rig is equipped with the right features for their needs, this comparison chart can quickly answer them. Thus, the potential buyer can decide right then and there (on the shopping site) which product is best for him or her, and make the purchase without leaving the website.

Niche-Topic Articles & Blog Posts

A tactic that is perfect for targeting long-tail keywords used by educated shoppers, who still aren’t convinced of the right product for them, is educating them through helpful articles and blog posts. As a general reminder, blogging isn’t a strategy. It is simply a means to executing a strategy. Our strategy for targeting shoppers in this stage of the buying cycle is to further educate them about specific queries they have, which are related to the overall topic, and detailed articles and blog posts are a great way to deliver the message.

Crutchfield does an admirable job at this with articles like Choosing Speakers for Your iPod, iPhone and iPad.

 

Articles & Blog Posts - eCommerce Content Strategy (SEO)

Expert articles and blog posts, if written with depth and detail, can help educate potential customers and even sell them on the right product for them.

 

When a user types in search queries like “choosing speakers for an iPod,” they rank on page 1 of Google (partially due to this optimized article, and partially due to their Domain Authority which allows them to rank well in the first place). They are able to capture this traffic, educate them and lead them down the purchasing funnel by linking to category pages and displaying related product feeds in the sidebar.

Multi-Contributor Egobait (aka “Roundup” Articles)

Like niche-topic articles and blog posts, multi-contributor egobait can be delivered in the form of a blog post or article format. Unlike the above described niche-topic articles, multi-contributor egobait leverages the opinions of experts about a niche topic in order to provide a (sometimes) more trusted stance on a topic. By leveraging the opinions of experts, eCommerce websites can also benefit from the additional promotion that external experts can bring via their own audiences when it comes time to promote the newly published content.

As an example, GaiamTV published Daily Rituals: Find Your Everyday Zen, which helped the website drive more traffic from the contributors’ own social networks and acquire links in the process:

 

Egobait, Skyscraper, Roundup Articles - eCommerce Content Strategy

Egobait has been widely used as a link building strategy of the years, but having a multi-contributor “skyscraper” egobait article canmaximize potential from driving traffic via social shares and attract links for months to come

 

This approach provides additional opportunities for links and social signals (which are a growing factor in how a search engine will rank a website). Imagine if Crutchfield curated recommendations from the audio industry’s top experts on how to choose speakers for an iPod, iPhone or iPad, instead of writing the article themselves. Not only would this potentially be more attractive to the shopper, it would also provide Crutchfield with the opportunity to get additional exposure of the article on the contributors’ own websites, Twitter and Facebook accounts, newsletters, etc.

Publishing Your Print Catalog Online

Assuming that your print catalog doesn’t pose duplicate content risks with other content on your site, consider hosting a PDF version of each month’s (or quarter’s) catalog on your site. The PDF will be crawlable by search engines, and thus, rankable. It’s ideal if the catalog can include links to category and product pages, and perhaps even helpful articles (assuming your link structure is clean) so that users who land on the catalog PDF from a search engine can click deeper into your site and potentially make a purchase.

For example, Sweetwater posts its monthly SweetNotes catalog of new gear/recent news on its website each month (example: Fall 2013 issue).

Print Catalog eCommerce Content Strategy

Publishing your print catalog on your eCommerce website is an excellent way to get new and consistent content published, assuming that it doesn’t duplicate content already published on your website

 

As mentioned, it’s important that the content be unique from what already exists on the site (something Sweetwater should probably look into). If the content is already being repurposed on the site as articles/blog posts, then it might be best to disallow crawl of the catalog via your /robots.txt and set it to noindex. It can still serve as link bait. Another popular example of an online catalog is Apostrophe from Lands’ End. They put each quarterly issue online, and the main landing page has a decent link profile. Consider using your catalog as an email acquisition tool as well, and achieve one of your business goals (list growth).

Infographics

Despite infographics getting so much negative attention in the SEO community based on overuse and recent comments from Matt Cutts (head of Web Spam at Google), they are still a type of content that users enjoy. The key to infographics, however, is that that they offer unique value to users. Very basic infographics, or rehashing infographics produced by other publishers, is not a good strategy. Consider the unique data that you have within your own business and how it might provide value to your audience. You surely know the most popular items on your website, and also the most attractive items on clearance. Couldn’t you produce a product-focused infographic to help sell? Coupons.com did just that with their 2013 Black Friday Most Wanted Items infographic.

 

Infographics - eCommerce Content Strategy (SEO)

Internet users love infographics and they are highly shareable, so why wouldn’t they be part of your eCommerce strategy…especially for such an important time like Black Friday?

Expert Interviews & Google Hangouts

When Google launched Hangouts, it was slow to take hold. They actually had ambassadors/employees reaching out to companies and encouraging them to use it. It’s picking up a bit more steam, but we’re still not seeing many eCommerce sites use it, even though it has great potential. Perhaps your site sells cookware, and your customers are passionate about certain top chefs. What if you reached out to some of those chefs and asked if any would be interested in talking about their favorite cookware to use in their kitchen? If properly promoted, it would surely drive great attendance, probably sell some cookware on your site from those attendees either during or right after the Hangout, and also provide incredible link building opportunities. Think big and get big results.

Forums and User Generated Image Galleries/Videos

Your customers have a lot on their minds, and many of them are passionate about what you sell, so why not give them them a platform on which to interact? Many websites are ditching the forums in favor of social media, and many argue that forums are hard to monetize. But as far as we’re concerned, increasing traffic from targeted visitors to your website is certainly not a bad thing. American Express agrees, as they launched Open Forum as a way to allow their small business customers to interact, collaborate and help each other out. We’re sure the end result (at least they hope) is increased passion in investing in, and growing small businesses, and typically, investing in a business means purchases made on a credit card. Although direct monetization of forums may not be easily trackable, building a community is worth it.

Shoppers Who Know What they Want

Shoppers in this stage of the buying cycle already know what they want and they are searching for it specifically in search engines. For the most part, the keywords that fall into this bucket are going to be product names. Keep in mind that they might not be ready to buy, but they have at least pinpointed what they (most likely want) and thus, conversion rates will be high for these keywords should your product pages provide a compelling experience. For that reason, we’re going to dive into some of the elements to give extra attention to on your product pages.

Product pages

  • Unique content will ensure that search engines give unique value to your page (compared to competitors), since it’s now obvious that duplicated manufacturer descriptions will prevent your eCommerce site from ranking well in (at least) Google.
  • A multitude of attractive images for each product will help build more excitement and emotion within your visitors’ minds as they make final purchasing decisions.
  • Stating unique benefits of the product will allow shoppers to relate more intimately to the product in relation to how it will impact them personally.
  • Real reviews from real customers are one of the best ways to increase conversion on landing pages and also add more unique content to your page.
  • Insightful videos about the products will give shoppers a real-life experience of what the product is like, and greatly increase conversion. Pro Guitar Shop is excellent at this.

 

 

Pro Tip: Use the videos as additional marketing vehicles on sites like YouTube and Vimeo. Be sure to link back to your product page near the top of the video description, and don’t duplicate content that is used on your product page.

When your product pages are the best in your industry, who do you think shoppers are going to prefer? Who do you think they’re going to link to more? These are some of your highest converting pages, so give them extra attention.

Shoppers Needing the Final Push

You might see keywords (in your various metric tools) related to reviews of your eCommerce site, your return or shipping policy, coupons, sales and other branded keywords where the shopper is obviously looking for some validation of their decision to make a purchase on your site. It’s important to identify these keywords and target them on the right page. Not only will it enable you to match content with the user query (and intent), but also help with reputation management. Here’s some examples.

Coupon, Discount & Sale pages

Every customer likes discounts, even yours. Most likely, they are even entering search queries into search engines using your brand name in conjunction with “coupons,” “discounts,” etc. Why not satisfy these potential customers by optimizing your Sales page to use these keywords? Even if you don’t have a sale going on, why not at least offer a small discount to those lucky customers who find the page? You don’t have to promote it, but if it means making a sale (while retaining a respectable margin), it’s probably worth it.

Company Reviews Page

Most brands have potential customers using keywords like “reviews” in combination with their brand name in search engines, so having a page on your site that displays some of your best testimonials and reviews is critical. You want your page to rank No. 1, so that your brand puts its best foot forward. Also be sure to include social proof of positive reviews, such as screenshots of tweets, Facebook shares, etc. Show these potential customers how much your past customers love you.

About Page

One of the most boring pages on your website can be made into one of the most entertaining if you highlight your employees. Build transparency with the brand and feature employees on this page. Show pictures, bios and everything possible to give your customers the impression that even the insiders love the brand. In addition, it can also drive traffic when people search for their names. To get some inspiration, head over to BestAboutPages.com. Here is an example from Grovemade.

 

About Pages - eCommerce Content Strategy

Celebrate employees and build personalization into eCommerce websites to help better connect the company with potential customers

Shoppers Who Are Ready to Buy

These shoppers are already sold and ready to buy. They are most likely searching for your brand, your store’s hours, address, etc.

Homepage

While your homepage is a great page to target your most high-level, highly-searched keywords (since it most likely has the most link equity), it’s also important that it ranks No. 1 for your brand term in search engines. Usually this is not difficult, but if you find that your homepage is not ranking No. 1 for your brand term, then you may need to review your meta title to ensure it includes your brand name, ensure your brand name is used in the home page content and perhaps build more links to show search engines that you are the most accurate entity to rank for that brand term.

Store Location Pages

For eCommerce companies that also have brick-and-mortar locations, it’s critical to have a landing page for each store location. Even Matt Cutts says so! The most common way to construct this page architecture is to have a main “Locations” page that links to individual pages for each location. Provide detail on each page about store address, hours, phone number(s), and even positive reviews from customers. It’s also advised to use local business schema markup to allow your SERPs to be more attractive in the search results (Tip: Use this simple tool to create local business schema markup). Also consider placing photos and bios of the employees in order to provide a more intimate experience for your customers when the make the trip.

FAQ (Store Policies, etc.)

If you can access historical keyword data for your website, look for the how/where/why/when/what keywords that visitors have used to find your site (Tip: set up this Advanced Segment in Google Analytics). Understand the questions that users are asking, and answer them in your FAQ page. Make better use of this page by offering creative answers, thorough explanations and links to category pages and helpful articles. A FAQ page can provide a great internal linking platform to funnel people into helpful articles and then into category and product pages. Common topics to cover will be your return policy, shipping policy, methods of contact, customer service options, etc. Many visitors to this page could be emotional if they have an issue that needs to be resolved, so be sure to offer help in a nurturing tone and go the extra mile when they end up reaching out.

You’re Ready–Go Build Your eCommerce Content Strategy!

All of these eCommerce content strategies discussed above are feasible and waiting for implementation on your shopping site. Sure, some changes may need to be made in order to achieve them (i.e. – acquiring talent or hiring an agency like Inflow to assist), but nothing truly “great” happens without effort and change. If the definition of insanity is “doing the same things but expecting different results,” then the only risk you have is falling into obscurity.

Additional Resources

About 

Dan Kern is a Strategist for Inflow, with over 10 years of experience in technical SEO, content strategy, on-page optimization and link building, utilizing white hat best practices to drive targeted customers and meet business goals.

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13 Comments on “Expanding the Horizons of eCommerce Content Strategy


    Dan, thanks for the in-depth info and links to additional tools that make it easier to understand and implement these strategies. I think the comparison grid is really useful when a buyer is trying to decide between a couple of models — and is nearly ready to buy.

    I’ll be sharing this with my own followers. Good stuff!


      Glad it helped, Deb :) I couldn’t agree more about the comparison grids. Really helps as an online buyer. It’s not fun getting the wrong item in the mail and having to deal with the return process.


    Amazing content! Thank you so much for writing it all down for us to share. Thanks again!


    Awesome article, there’s obviously a lot there for brands to think about & it takes real manpower (or an agency) to do at scale.

    I’m seeing lots of traction for E-com with syndicated sweepstakes, using your own products across partners that promote your sweepstakes for you – giving you access to a whole new audience (and links).


      We’re seeing the same thing, Stuart. Especially when sweepstakes “catch on” in your particular niche. Usually, sites and blogs (especially those who promote sweepstakes) watch each other and will promote what others are promoting. That can result in a multitude of links, traffic and emails acquired.


    Great article, just found this during the process of building multiple e-commerce stores for personal use & clients. Lots of valuable content that will help set me in the right direction!


    A very good collection of ideas and how to. One question to Dan: Which of these content elements should better be put on a blog on an external domain and which ones on the shop domain (SEO and credibility point of view).
    Br René


      Most of these strategies are best to put on the actual eCommerce store’s site, to attract quality traffic, engagement and more links/social shares by offering value to the target audience. However, I could see partnering with other quality, topically-related partners on things such as contests/sweepstakes, freemiums, etc.


    Killer article – thanks for going into such detail and for outlining so many factors to consider. And great job giving freemiums such a spotlight – just about all of our clients experience notable growth in search and/or referral traffic when they offer such content.


      You got it, Corey. The Freemium strategy really works. Takes effort, but so does anything else that is quality.


    This a great guide, thanks for putting it together. We are in the early stages of revamping our website and content strategy, and this is incredibly helpful.

    Would you recommend creating pages for retail outlets for companies that do not actually own the stores? Meaning if you sell a product to a traditional retail store as a distributor, but it is not your own company owned store or a franchise?


      Hi Tommy, I’m glad this guide is helping you. If you think creating those pages for retail outlets will provide value to your customers (or their customers), and there’s no negative repercussions of doing so, then why not? You could essentially have an “enhanced Dealers page,” where you provide insight as to what makes each store great, what products of yours they carry, etc. It might be tough to maintain, but I’d make a list of all the questions that you think the potential customer is going to have about the store (in relation to your product) and answer them via the content. Just weigh the efforts/impact of creating these pages against other page types that you’d need to create. You want to prioritize accordingly.

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