Search engine optimized (SEO) content is vital to your website’s SEO plan and organic results. Optimized content can’t do all the work, of course – your backend SEO shouldn’t be completely ignored – but with today’s algorithms quality content that’s been optimized is a cornerstone of any successful website. So, let’s take a minute to look at some e-commerce websites that are great at optimizing their content and learn how they’re optimizing it so we can use their experience to optimize our own content.
Home Depot is doing everything right when it comes to SEO content and web optimization overall. Let’s have a little fun and look at something really basic: a random toilet paper holder. The first thing you’re presented with on their page is the title (which is optimized to explain exactly what it is), then images, price point, and review stars. These are things that customers care greatly about so they belong front and center.
Move down the page and you can buy in two different ways. Further down the page, you’ll see suggestions of items bought together. Then we come to the all-important product overview, which is a nice, keyword rich description that repeats the title and is followed by quick benefit bullets. Keep scrolling and even more information is provided – and all of it is about a toilet paper holder. Imagine how useful this is when considering a major appliance.
The one area that really needs exploring is the Info and Guides, which give you installation information. While this item isn’t the most entertaining, it provides helpful videos and how-tos on other pages that not only encourage interaction, but also inspire people to share and to return to the website and become engaged with it. This is exactly what you want from a nicely optimized website.
Target has recently undergone a massive website redesign that has greatly improved the look of the site. Let’s pick another random product, how about a woman’s cardigan? You’re shown the garment from different angles with an interactive photo scroll. The title is clearly stated and optimized to describe the product. Below the title you see other items you may like, encouraging you to stay on the website and explore deeper.
Next you get to see customer reviews, which are becoming a more and more important element. Expect to see reviews grow and become customized and vital in the future. Then there are several areas where you can click to get more information. Under “item details” you find that all-important, keyword-rich paragraph and the bulleted details you want. This is great, straight-forward information that encourages you to stay on the site and shop.
You can pick just about any page on Amazon and expect to find the same general information. Much like the two retailers above, they give you images of the project, a description and bulleted information, suggested other items to push you deeper into the website and reviews. You’ll also notice they ask if you have questions about the product to encourage more interaction. Very similar story that relies on a few carefully chosen keywords woven throughout and then engagement to propel their popularity.
We simply love the way Baublebar encourages user engagement on their ecommerce website by integrating user pictures onto the website. Check out their tassel earring page and you’ll see what a great idea this is. Using loyal customer images is a newer trend and it’s only going to grow and grow in popularity. In addition to that, you’ll also find all of the standards with well written copy, reviews, suggestions and more.
After reviewing these websites, what are we seeing that seems to be working?
- A bulleted list of features is becoming almost mandatory as people want information faster, at a glance.
- Social engagement is a driving force in pulling more people to an ecommerce website. This is brilliantly seen with Home Depot’s website engagement and how-to.
- Probably the biggest change that’s occurred in the last few years is the open invitation to customers to share their opinions, ask questions and even show us their pictures. This trend will grow and, as a consumer, you’ll probably love it. As a retailer or ecommerce website you may have some issues with it at first (regulating the content, dealing with negative reviews, preventing spam etc). But as the technology grows the filters will adapt and Google will quickly see that this is going to be a big element of SEO content.
- Keyword optimized descriptions are getting shorter and, therefore, more concise. This means it takes some skill to entice and engage a reader while using keywords efficiently. This is something that Filament specializes in. Want to learn more? Contact us today to learn how to improve your SEO content and increase your engagement.