Hi guys! Welcome back to my blog . In this post I will talk to you about e-commerce website content optimization. So in other words, how to optimize the content on your e-commerce website in order to get the most sales. So if you currently have a e-commerce website or you are thinking about building an e-commerce website in the future, I think you will find this article very useful therefore please continue reading. And more specifically I will talk about three things. First I will talk about how to optimize the website as a whole, then I will talk about how to optimize the product pages, and finally I will talk about how to select the best content from your website to share on social media. So yeah, you guys have lots to read in this article .
What is an E-commerce Website?
Before you start reading this article, I also want to explain what an e-commerce website is vs. a regular website. An e-commerce website is a website that is used to facilitate online sales transactions. So basically if you can buy something on that website it is an e-commerce website. Every e-commerce website is connected to a payment system to do credit card transactions online. The number of e-commerce websites has increased a lot more than the number of regular websites in the last few years because e-commerce is becoming a lot more popular.
Overall E-commerce website Optimization
Ok, so now let’s talk about how to optimize the content of the e-commerce website as a whole. The first thing that you need to consider is that e-commerce websites have a lot more pages than regular websites because every product that you sell online needs to have its own page and brands normally have hundreds or thousands of products that they sell online on their e-commerce website, therefore e-commerce websites have hundreds and thousands of pages while regular websites have between twenty and a hundred pages. Therefore, because e-commerce websites have so many pages it is really important to structure the website in the right way in order to make sure that everything is easy to find.
E-commerce websites normally have three levels, so first there is categories, then there is sections and then there is products. For example for a jewelry e-commerce website your categories will be rings, bracelets, necklaces, that would be your categories. Then your sections would be gold, silver, other materials. Your products would be of course the products that you sell on your website. An important rule of thumb to remember when structuring your e-commerce website is that every page on the website needs to be at most three clicks away from the home page.
So you don’t want people to have to click more than three times in order to get to your product pages. Then after you have structured the content on your website in the right way, the next thing to think about is the blog. And many e-commerce websites either don’t have a blog or they don’t care about their blog, which is really bad because the blog is very important in order to rank high on Google. Also the blog gives you a great opportunity to convert visitors of your website to customers because on the blog you can talk more about the products that you sell, you can give product recommendations, and also you can talk about industry trends for the niche that your e-commerce website is about.
For example if you have a fashion website you can talk about trends in the fashion industry, which is a lot of fun to talk about. Then you can give recommendations on how to put outfits together from the products that you sell. And another thing that I want to mention quickly before I finish this section of the video is URL length. Because e-commerce websites have many pages it is really easy to end up with really long URLs for every page, so just be careful about that because shorter URLs rank higher on Google. [PRODUCT PAGES OPTIMIZATION]
Product Pages Optimization
Ok, now let’s now talk about how to optimize the product pages. And as I said, e-commerce websites have hundreds and thousands of product pages, therefore it is very important to make sure that every product page is optimized. The first thing that you need to do is to perform a comprehensive keyword research, so you need to come up with the target keyword for each product, but also some long-tail keywords for that product. And long-tail keywords are especially important for e-commerce websites because when people use long-tail keywords to search in Google they are more interested in buying something.
For example if somebody searches for a chair in Google, that person might not be interested in actually buying a chair. But for example if somebody searches for white wooden chair in Google, that person is probably more interested in buying a chair. And in your long-tail keywords you should include both descriptive words and also attention grabbing words. For example in white wooden chair, white and wooden are descriptive words to describe the chair. While an attention grabbing word that you can use is sale, or limited quantity, or only today. Think about words that you can use to grab the attention of the audience, not just words that describe the product.
Another best practice that I want to share with you for keywords is to include every target keyword at least three to five times on the product pages. I think three to five times is the optimal frequency for a keyword. But make sure that all your keywords are included on the product pages in natural language, in complete sentences, and don’t just do keyword stuffing where you write the keywords outside of a sentence. Another thing that is really helpful for product pages is to have a list of features for every product. And the best format for the list of features is bullet points. So for every product try to come up with a bullet pointed list of features no matter how simple that product is.
People are more used to reading bullet points nowadays. And I have found that products that have a list of features in a bullet-pointed list convert a lot better than other products. And overall the product pages should be about 1,000 words in order to have the best conversion rate. However, I know it is difficult to write 1,000 words for every product on your e-commerce site, So, if you are not able to write 1,000 words for every product, try to at least select ten or twenty really important products that you think will drive a lot of sales and create product pages with 1,000 words for those important products.
In addition to the content that you create for the product pages, you should also create a section on the product pages for other people to write about your products. And that is called the reviews section. Because people normally look for reviews before they buy anything online, so yeah reviews are very important. But also I understand that if you add a reviews section on the product pages you potentially expose yourself to some negative reviews. That is scary! But if you get a negative review every once in a while you should respond to that review in a timely manner and see if there is anything that you can do to fix the situation.
So this whole process of handling the reviews on your website is called review management and this is a very important activity for any e-commerce brand. Then after you have finished building the product page, the next thing that you should think about is the meta tags. And the meta tags is the information that appears on Google when people search for products. And this is an example of that. There is two important meta tags, title and description. The title should be short and clear. I like a three sentence structure for the description meta tag. Where the first sentence is a short description of the product, the second section is the key benefit and the third sentence is about why people should buy that product. Don’t forget the meta tags because they are very important and meta tags are normally the first thing that people see about your product when they search on Google. They are the first impression tags.
Social Media Content Advice
Ok so now in this section of the video I want to talk about social media and how to use content from your e-commerce website on social media. And the first thing that I want to mention here is ito be careful about how many posts you do on social media about your products. There is so many e-commerce brands out there that only post about their products on social media and that is really unattractive and that hurts your chances of building a good community and a good audience around your brand online. So of course you should post about your products on social media, but you should also post about other things, such as motivational quotes, interesting things that happened in your industry, or other entertaining and educational things.
My recommendation is to do one third of your posts about your products and then two thirds of your posts about other things that your audience will find either interesting or educational. Another thing that I want to mention about e-commerce websites and social media is to focus on one specific product every time you do a product related post or a sales related post on social media. Highlight one product instead of a collection of products or talk about everything that you sell. Because more specific product related posts do better on social media and they drive more sales.
Thank you Guys