Content optimisation for increasing eCommerce ROI
Content is King
There is a quote attributed to Bill Gates from 1996 that "Content is King". He coined this term along with a prediction that great content would be the determining factor for successful websites and online business success.
We now live in what has been dubbed "the information age" where content is consumed at a never before seen rate, websites have teams focused on content creation, and there are even people with "Content Creator" as a job title. This prediction seems to have come true and is even more relevant now.
Optimising eCommerce content
Having content on eCommerce product pages is important, but having the right content even more so. A product page with well optimised content, will rank higher on search results pages getting seen by more relevant customers, as well as resonating with those customers and giving them the information they need to make an informed purchase.
There are two goals when optimising content. There is content optimised to meet the expectations of your customers, and content optimised to meet the requirements of Search Engines so that the product places higher in the results.
Optimising eCommerce content for customers
eCommerce customers have needs that need to be met when they are considering buying a product.
The customer needs to know this quickly, their time is valuable and there are a lot of options out there for them to review.
Titles
The products title needs to be descriptive, relevant and accurate so that they can quickly make a decision on whether to look at the product in more detail, or move on. Keywords that indicate to a customer that this product will match what they are looking for will also help with finding the relevant product through either site search or a search engine.
Titles should include information such as:
Brand name
Product name
Product reference code
Relevant product attributes (Colour, Size, Material, Gender etc)
Description
The product description should highlight the benefits of the product. What need does it meet? What task is this customer trying to do that this product will help them achieve? Harvard Business School Professor Theodore Levitt said “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” This is where the customer learns that this drill will let them make that quarter inch hole that they need.
This is also an area where the brands tone of voice can come through, which can help connect to customers on a more emotional level. Tone of voice can communicate the brands identity and can help promote the brands values, beliefs and philosophy, which can resonate with customers by aligning to their own current or aspirational values.
Specs
This is the technical content area. Now that we know that the product fits my needs, I need to know that it fits my space. What width is the fridge freezer? It is going to fit the space in my kitchen?
Specs should include the product attributes information, this will be very differenet depending on the product type. It may include attributes such as:
Colour
Size
Gender
Dimensions
Speed (RPM etc)
Material type
Optimising eCommerce content for SEO
Unless the customer is searching directly on the site it's sold from, they will likely find the item through a search engine. For customers to be able to find the products effectively, the product content needs to be optimised for search engines.
Titles
By writing clear descriptive titles that include the brand, product name and any relevant attributes, titles can be optimised for SEO as well as for customers. These are the terms that customers are using to search for this type of product, so will help these products be found through on site searches as well as search engines.
Keywords
Keywords are the words and phrases that customers use to try and find products on search engines. By crafting the product content to include relevant, often searched keywords can help products appear higher on search engine results pages.
For example, you may find that more customers search for the term "sunscreen" rather than "suncream" when searching for product with SFP ratings. Updating your copy to focus on the more popular keyword could improve your search engine ranking.
Get in touch
Ocula Technologies are working at the forefront of large scale product page optimisation. We are working closely with customers to help them craft AI generated descriptions that are optimised both for their customers as well as search engine ranking to increase their conversion rate.
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