Content for E-Commerce

Content for E-Commerce

Did you know that according to the E-commerce Quality Index (EQI), only 40% of products in online stores have a complete description here in Brazil? This issue is more common than you might think, affecting everything from well-known market leaders to smaller stores. E-commerce content is essential for improving organic results.

Without complete descriptions, there are few places on product pages where optimized and semantically organized keywords can appear. As a result, all the content work is compromised. Simple content actions can generate better results on your website and also build more trust when customers search for your products.

E-Commerce

Unlike primarily informational websites, e-commerce sites don’t typically prioritize content. However, online stores tend to have a large number of pages due to the variety of product types in their inventory. For example, stores selling electronics and appliances may have separate pages for each color of a product, even if the model is the same.

As such, pages that only have a title and a shallow description won’t offer much else, apart from images and product purchase buttons or filters that can be included in the main purchase process. This is where the debate about content in e-commerce became crucial.

Where to Create Content for E-Commerce

SEO (Search Engine Optimization) is a medium to long-term strategy aimed at improving organic results, such as traffic, time spent on the site, and positioning. There are many activities that can be done, and we have content entirely dedicated to SEO for e-commerce.

Content creation, however, is one of the most important SEO strategies for e-commerce, if not the most crucial. Around 2010, Google became more rigorous in analyzing websites to build a fairer ranking system based on the quality of information and user experience.

Content was one of the categories that saw the most changes. With algorithms that identify the semantics of sentences, Google can now identify sites with more complete and quality content, thus elevating them. Since content became important for any site, it also became vital for online stores.

The issue is that e-commerce product pages are simpler than news pages, for example. What can be explored are the spaces for titles, subtitles, and descriptions. And that’s why these areas require meticulous attention.

Some online stores also create their own blogs to take advantage of additional informative space and engage their audience, but it’s important to note that not every store has the financial and technical capacity to maintain a blog. So, starting with product descriptions might be an important first step.

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How to Create Good Descriptions

An online store doesn’t have the most attractive feature of a physical store: personal customer service. Even though chat boxes are a good tool, they still aren’t the same. Therefore, descriptions become even more important. They are what will drive the consumer’s decision-making.

The most important information should be in the description. Basic technical specifications, simple tips for combining other products, and where the product is most commonly used are highly welcome here. Be sure to include the following points in any product description:

• Essential keywords without excessive repetition;
• Clear and objective information;
• High-quality images optimized for search engines.

Imagine the product for sale is a book. In addition to the synopsis, it’s necessary to specify the type of cover, number of pages, author, publisher, paperback, edition number, book title, and if it’s a trilogy, include the full name of the edition (e.g., Harry Potter is the protagonist’s name, which has 7 books with different titles).

It may seem simple, but the more attention you give to product descriptions, the more complete the information will be. Understand the full scope of the product, not just what it is. For a more practical example, manufacturers may send a list of products using codes (e.g., blue ballpoint pen CODE 7629), which may not be the most attention-grabbing for an online product page.

So, it may be easier to include the product’s name along with the brand or a more specific characteristic, and place the code in the technical specification table. Not everything that comes from the factory is what people search for on the internet.

Beyond Descriptions

Content for e-commerce isn’t just based on descriptions, even though they are the most important part of a product page. The title and related tags also make a big difference. As explained, it’s crucial to think about how to add the title in your online store.

It’s common for a digital marketing team specializing in e-commerce to conduct extensive keyword research related to the store’s segment. After this analysis, the most appealing keywords can be added to the product title. Some tips:

• The title should generally have around 60 characters;
• Don’t add non-semantic keywords (e.g., wooden door store);
• Research competitors to analyze titles.

In addition to the title, which is the gateway for most consumers, online stores can use related keywords, as is done with informational texts. Thus, any keyword related to the product being sold can be added in the designated area for related tags.

By combining all these content topics, without interfering with the technical areas of your online store (such as programming codes, page loading, layout, etc.), your organic results could improve. Count on the expertise of an agency specializing in this field to apply these advantages to your site. Fill out our online form and get all your questions answered quickly, easily, and for free.