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Jul, 15 20176 Secrets of a Search Engine Optimized Ecommerce Marketing Strategy

Product descriptions and page content alone are not enough to draw customers to your ecommerce site. To ensure potential buyers find your store, you need to have an ecommerce marketing strategy with a heavy emphasis on search engine optimization.

The foundation for creating an ecommerce marketing strategy is writing content that teaches potential consumers how to use your products in a variety of ways and answers other questions they are searching for. Often this means that your content won’t be directly about your product. However, you will still earn conversions because by writing material that provides value to your audience, you make them aware of your offerings and more likely to buy from you since you’ve developed a bit of rapport with them.

Here are the are the top five SEO strategies to incorporate into your ecommerce marketing strategy:

1) Use Keyword Descriptive Titles and Headlines

Including the keyword or keyword phrase in the title of an article is a significant factor in ranking. If your keyword is “dog collars,” then the title should read something along the lines of “10 Essential Reasons Why You Should Buy New Dog Collars Today”. It can help to place the keyword at the beginning of the title, but it’s not imperative. Using an action word, such as “essential,” will help draw attention to your articles.

If you struggle to write headlines, we recommend using CoSchedule’s free headline analyzer tool. It will score your headline based on a variety of factors that influence how likely people are to click on your article and show you what areas you need to improve.

Action Steps:

  • Include a keyword in every article title and at least one subheading of every article.
  • If your content typically has low traffic, try to increase your click rate by editing your titles until they earn a good score with CoSchedule’s headline analyzer.

2) Break Up Blocks of Text with High-Resolution Images

Our love visuals so adding one to two per article adds enough appeal to lower the bounce rate and increase the conversion of your content. Images are also hidden storage for keywords. Every picture has the option to contain “alt text” which is an image description box for people who use screen readers to compensate for visual impairments. Google’s bots scan the alt text for keywords so, always add yours to that space.

If you sell products that people with visual impairments may buy, you should include your keyword in a sentence that at least somewhat describes the image. Having a coherent alt text description makes your content more engaging for people who rely on screen readers.

Here are some sites where you can find free stock photos:

Action Steps:

  • Add at least 1-2 images to all of your articles.
  • Add your keyword to the alt text of your images.

3) Target low competition keywords

An essential and often overlooked part of creating a successful ecommerce marketing strategy is having a realistic idea of how well your store competes against other websites which focus on the same topic as you do. If your ecommerce site is new or for other reasons does not have much traffic, focus on keywords with a combination of the lowest competition and highest traffic because you’re more likely to rank for them. While those keywords often sound less desirable than your initial ideas, you have a much higher chance of appearing on the first page or two for them and bringing in traffic.

There are several tools to help you identify keyword competition and monthly traffic:

  • KWFinder
  • Moz
  • Ahrefs
  • And many others tailored to a variety of budgets and technical needs.

Action Step:

  • Before planning any content, do keyword research to determine what topics are most likely to yield a high return.

4) Fill in Your Search Competitor’s Gaps

ecommerce marketing strategy
Photo by Benjamin Dada on Unsplash

When developing your ecommerce marketing strategy, your goal should be to differentiate your website from others that compete for the same keywords. To do that, you need to know what they’re offering.

After jotting down your initial ideas, google your keyword and review the content that appears on the first page. As you read the articles, note the ideas that are covered in-depth and questions about your keyword that remain unsolved. When writing, focus on the areas that the existing content hasn’t covered well and/or on the areas that have been written about but, do so in a way that is better-researched, more actionable, more creative or otherwise better in some way.

When you generate marketing ideas by building upon what already exists, it becomes much easier to create content that outranks the competition.

Action steps:

  • Google your keyword.
  • Review the strengths and weaknesses of the content on the first page.
  • Use those notes to create content that fills in the gaps of what already exists.

5) Create a Web of Links Among Your Related Articles

When you create your ecommerce marketing strategy, If you have several articles written about similar content, such as a cooking blog with a piece titled “The 5 Best Ways to Bake a Pie”, include an exact match link to another relevant article. “How to Make a Killer Pie Crust” would be a relevant link title, and each subsequent article can link to another. For example, in the pie crust blog, have another exact match link to an article titled “The Most Amazing Blueberry Pie Recipe You’ll Ever Find.”

Your goal should be to interlink at least three to five articles. Make sure each blog links to another, but not back to each other. For example, blog 1 links to blog 2, blog 2 links to blog 3, blog 3 links to blog 4, blog 4 links to blog 5, and blog 5 links to blog 1.

Adding links to different blog posts improves the SEO of the entire subset, and should one or more of these articles get quality backlinks, the other pieces will also receive juice from those links due to linking to each other. The other important part of this is that it will keep readers at your site, to read more of your content by clicking the title links to other work you’ve written.

Action Steps:

  • Brainstorm 3-5 topics that you can write multiple articles about.
  • Make a note to interlink those articles once they are published.

6) Your Keyword Should Not Dominant Your Article

The days of stuffing articles with keywords are long gone. If your keyword looks unnatural, or overused, Google will detect it. Use the targeted SEO keywords at or around once for every 100 words for best results. A little more or a little less but, don’t overdo it. It also helps to include a few other related terms for additional SEO rankings possibilities, so long as they make sense in your article. To find relevant keywords, choose similar words from your keyword research and/or Google your keyword and incorporate a couple of the search phrases Google suggests at the bottom of the first page.

Action Steps:

  • Aim for a 1-3% keyword density.
  • Incorporate secondary keywords to strengthen your article.

Creating a search engine optimized ecommerce marketing plan can be time-consuming, but, it’s necessary to keep your store at the forefront of Google. But you don’t have to do it alone. Inbound marketing plans give you access to an expert who takes care of all the work required to have a high-ranked website with a steady flow of traffic.

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