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3 Dramatically Underused Content Strategies That Will Work Wonders on Your ECommerce Site

3 Dramatically Underused Content Strategies That Will Work Wonders on Your ECommerce Site


content strategiesYour eCommerce site is not performing as well as you might want it to? Sure, you have employed all those tried and true methods:  blogging, viral content generation, expensive video marketing as well as other glamorous and possibly costly enterprise SEO. In truth, you have been using the most complicated solutions.

How come, you will ask. You have been basing your strategies on all those expert opinions, self- help blogs and how to guides you kept downloading as bonuses from other sites that tried to sell you their marketing methods. It can be really tough to discern what is best for your particular site and what is not.

In your effort to meet all those strategies and fulfill your marketing goals, however, you may be overlooking three areas of basic content marketing. Sometimes, these can be just as beneficial, even more so if you are doing them right.

♣ Have You Considered Optimizing Your Site Taxonomy?

This feature on a website is one that is consistently forgotten. People forget about site taxonomy optimization because of its complicated name and confusion as to what it means. In layman’s terms, site taxonomy refers to the structure of your website, and getting this right is the key to both user experience and getting your website crawled.

For example, you may find that your site merchandiser understands the structure of your website, but do your users?

The pages on your website ideally need to be broken down into topics and sub-topics, with them all being assigned by how important they are. Below are examples of different pages and how they can be used:

Information Pages: These would be used to attract visitors to your website by offering them information on what products and services you provide. Equally, you can use these pages to internally link to related category pages that visitors would find useful.

Homepage > Information Category Page > Information Sub-Category Page

Category Pages: These will focus primarily on your strong keywords in order to drive traffic to your site. Category pages will then lead onto sub-category pages that will show the products and/or services you offer.

Homepage > Main Category Page > Product / Service Page

Blogs: You can use these pages to promote your business, deliver news relating to your organization and provide further information on a whole host of different topics. Since blog pages are far away from main navigation pages, they can feature different keywords and attract niche traffic to your website.

Homepage > Blog Page > Blog Post

By organizing your website in this way, you’re creating a better user experience and crafting landing pages that attract traffic from search engines, too. This organization system also provides a link structure that spiders can crawl as they move through your website’s navigated pathway.

♣ Are You Optimizing Your Category-Level Content?

The importance of keywords for a website is something most, if not all, enterprises will know. Using keywords to create category-level content is often underutilized, even though categories can create an incredibly powerful SEO tool for your website. Build upon the high-quality keywords you already have and provide additional context to those keywords, and to your site.

In general, the category content you add to your pages needs to be around 300 words and will inform the visitor what this particular category page offers and how the company provides expertize in this area. For example, if the content was for an e-commerce website, the goal is to get the consumer to buy your product. So, the category page will need to illustrate why the customer should buy your product and trust your organization, using keywords that are relevant to the product in this description.

By effectively using keywords, the probability of getting ranked in the top 10 is increased dramatically compared to websites that don’t. And, while it may be difficult to maintain if you have thousands of categories, by doing so you’ll be putting yourself further ahead of the 80% of e-commerce sites that don’t have custom category content on their top three category-level pages.

♣ Are You Putting Together an Internal Links Structure?

One of the first mistakes many people make is looking at internal links as links and not added context. If you’ve already put the first two points of this post into place, using internal links to add to the content of your site should be far easier because you can embed these links within the sub-categories and category content. These embedded internal links will establish a powerful internal link structure and increase your SEO.

As we saw with site taxonomy optimization, establishing a link structure will help with the navigation of your website; allowing both users and spiders to move around your site with ease. Thousands upon thousands of websites make the fatal error of hiding their link structure in such a way that search engines can’t find it, which has a detrimental impact on their enterprise SEO.

One of the best structures follows a pyramid-like configuration, with the homepage leading to main category pages, which in turn lead to sub-category pages and then product pages, etc. And, the best way to link between these is to embed an internal link within anchor text. Say, for example, we were building a website for a cleaning company. From the main category page we could link to a subpage through the anchor text ‘carpet cleaning,’ which would take them to this product page.

Putting the above enterprise SEO strategies in place for your content marketing will improve user experience and search engine rankings.

Looking for professional help on bringing your company website and blogging to the next level? Let us help.Get in touch today for a personalized quote and start improving your eCommerce site’s performance.

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Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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