SEO writing for stores: tips to sell on Google
If you want to sell more with your e-commerce website, here are some tips for writing SEO content that will generate value for your customers.
Every day 4 billion searches are made on Google, 75% of users never go beyond the first page of results, and the first 3 get 60% of the clicks*. Therefore, your content must be in these positions if you want to gain organic traffic and potential customers.
How does SEO work?
Every time we search on Google, we find millions of results that match our query.
In SEO (search engine optimization), we use strategies to create relevant information that brings users closer to a company's products and services.
But what is SEO? Also known as search engine optimization, is each of the actions performed on a digital asset to get your content to appear in the top search positions of Google.
What is SEO copywriting, and how does it work?
SEO copywriting is an optimized writing technique that performs better in search engines. In SEO copywriting, actions are implemented to position content in the SERPs (Search Engine Results Page ).
"There is no point in writing content on a website if it is not optimized to be found by google search engines."
Ranking results depend on the content that websites publish. If Google discovers that a piece of content is of value and answers queries or helps users, it will look to put it at the top.
Content is king, and the customer is the prince
It is not enough to have a beautifully designed website. If you have not created content optimized for your potential customer needs, you are wasting your time, and Google will take you out of the search results.
You must make content for natural language processors to interpret your texts' intent and identify valuable information for your users.
Including content marketing in your SEO strategy from search engines on your site could increase traffic by 150%.*
How do users behave on Google when searching for a product?
89% of users search for information on the Internet before purchasing online or in a physical store, and 97% of consumers search for local businesses online.
There are four basic types of search intent that a potential customer can perform:
- Informational: The customer needs information about something specific.
- Commercial: The customer compares products or services.
- Transactional: The customer wants to buy.
- Navigational: The customer is looking for a particular website.
Tips for selling more on Google and positioning your online store
- Establish a buyer persona, and know the pains and needs of your customers and their micro-moments of purchase. Learn here how to create a Customer Journey Map for your company.
- Analyze the keywords that your organic (unpaid) competitors use to offer their products and services, and make a list of those that you can use in your texts.
- Choose content that genuinely interests your target audience, you can write a lot, but if it doesn't solve a need, it's useless! That's why we leave you with the recipe for successful content.
- Analyze your competition to see which words they don't use to position their content and use the ones that are of value to you.
- If you have a new website, get advice from an SEO expert to make a good content architecture and categorization.
- Make a content publishing plan and perform good keyword research. We leave you this article that will help you: How to design a digital content strategy.
Tips for selling more on Google and positioning your online store
The first thing to do before creating a content strategy for e-commerce is to make sure that the user experience is simple and practical.
Building content with an exemplary hierarchy of information and distributing it by categories and subcategories could help the user navigate the site much faster and intuitively.
"You can use tags to group more relevant types of information, such as discounts, news, launches, product usage, recipes, among others."
The texts should always be built to guide the user through each section of the site without having to overthink, be brief and concise and try not to use unfamiliar or complicated words for the user.
This are some recommendations to start your content marketing actions:
Create a blog page
The user can find relevant information on how to use your products, ideas, comments, news, events, tips, tricks, and other content that will encourage them to purchase your blog articles.
Improve the content on product pages:
Build text with your customers and their needs in mind. Create a short description telling the differentiating benefit of the product and what makes it more attractive, a long description where you describe its physical and functional characteristics, and include technical specifications and other relevant product information.
Use optimized images:
Optimized images for the web mean naming them appropriately and not uploading images with too much weight. Try not to exceed 100 kb and always include an alternative description or "Alt=" with variations of the keyword you use.
Avoid models or interstitial:
Avoid invasive models with promotions or pop-up ads. This behavior interrupts the user experience and makes them want to leave your site. In addition, Google takes pages containing models as 404 pages or error pages.
Use a keyword:
Using keywords will help Google know what your content's topic is. Use a valuable keyword in the meta title, the h1 or main title, in the Url, and use variations of it in the Alt tags of images.
Make highlighted fragments in your texts:
Using tiny text fragments with precious information will help the user summarize the content and consider it highly valuable. Highlight them by shape or color. You can also include a call to action.
The titles of your blog articles should be attractive:
An attractive title that responds to what your customers are looking for on the Internet will make them want to read your content. Titles should not be misleading or generate false expectations. On the contrary, they should answer users' questions and invite them to read.
Include internal and external links to your articles
Interlinks and external links help the user continue browsing the site. They increase the pages per session and decrease the exit rate. Having valuable links helps to improve the authority of the page.
Take care of your site's health
Improve the loading speed, eliminate 404 errors, make redirects when deleting content, create all the necessary metadata and provide a good user experience to your visitors.
Avoid duplicate content
Avoid using the same content from other parts of your site or other websites. If you must talk about the same topic from other articles on your site, use variations of the keyword to avoid cannibalization.
Use your own images
Avoid stock photos. They are often rated as low relevancy content by Google because their artificial intelligence algorithm finds them in many contents with a different subject matter or search intent.
Writing SEO content for online stores might be easy for some. However, this is a task that requires time and effort. We hope we have helped you so you can improve the content and thus attract traffic to a website.
* Sources: Bixa Media, Brafton, Smart Insights, ESQ creative, Click Xof the images.
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