E-commerce content optimisation
Higher conversion rates usually mean more revenue.
In fact, several factors are responsible for success, such as shop system, payment methods, trust, etc. However, content is often underestimated as a factor although content ensures rankings in search engines and can convert customers with the right approach.
Only 10% of all search queries are transaction-oriented. Only a very small portion of searchers using Google are looking to buy something. This explains why the competition between online shops is so high.
Keyword-optimised category texts are an effective way to fight for great Google rankings and targeted traffic. That’s because the user doesn’t have to click through the shop to find desired products, but rather finds them directly in the search results and conversion can take place more easily.
Product descriptions direct from the manufacturer face two challenges:
- They are often not optimised by the manufacturer for conversion in your shop.
- In addition, duplicate content develops very quickly when several shops use the same product text.
By contrast, individual content offers you a clear ranking advantage over the competition. Your product descriptions and metadata are optimised for long-tail keywords. On the one hand, quick SEO success is enabled by lower competition, on the other hand, visitors who come to your shop via a specific long-tail keyword search query are much more willing to make a purchase and return products less often.
You establish yourself as an authority in your industry through the use of advice or how-to texts and thus create trust in your users. This facilitates the conversion of visitors into customers. In addition, you also generate more traffic to your website and thus increase overall rankings. In combination with buyer's guides, advice and category texts can provide interested parties not only with advice, but also with specific products.
Theme worlds act as a magnet for external signals because of comprehensive content, be it links from other websites or social signals such as shares, likes and comments. These bring more attention and, above all, relevant visitors who are interested in exactly these topics and therefore easier to monetise.
They can be used in the guide and in the shop area. As an overview page, the theme world distributes visitors to relevant subcategories. This is useful if a generic Google search has directed the visitor to your site. Thus, theme worlds prevent bounce in users who have not landed directly in the right category.