An intuitive grasp of search engine optimisation (SEO) best practises and customer journey optimisation is needed to successfully sell products and services on e-commerce platforms. This means that to get in front of relevant audiences, concise SEO product descriptions and other contextual information is important. In addition, you’ll want the checkout process to be as smooth as possible.
This article covers more about SEO for e-commerce platforms, as well as merchandising strategies. The latter includes similar product/service recommendations, editorial content, and reviews. The right approach depends on allocating resources for implementing e-commerce optimisation tactics. Read on to learn more about what the different facets entail.
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SEO copy for e-commerce
Unlike traditional SEO copywriting, where an article may be an entry point in a content funnel, e-commerce SEO is directly tied to transactional behaviour. This means both keywords and descriptions need to be as short, and to the point, as possible. In addition, you’ll need to be mindful of categorising products and services when designing your sitemap.
Since there’s not much room for long descriptions when writing a SEO friendly product name, description, and features, you’ll want to be careful to not over optimise target keyword(s). Therefore, a balance is needed between native sounding copy and naturally inserting your keyword(s). Also, regardless of intent, it’s generally good practise to write at least 300 words for any SEO page. As a result, it’s common to write a longer description at the bottom. A bridge to relevant information can also be written here.
Merchandising with relevant content
In addition to a SEO-friendly product/service page, recommendations, editorial content, and reviews keep customers engaged. Editorial content is especially useful for implementing keyword(s) in areas beyond the product page. Such articles can help a customer better conceptualise a product or service and better see how it might fit with similar offerings on your site. With this, it’s common for e-commerce sites to implement a content calendar tied to major events/holidays.
Creating an e-commerce optimisation strategy
This article just scratches the surface on what’s needed for a comprehensive e-commerce optimisation strategy. In addition to the topics mentioned, you’ll need to consider UX design, as well as recommendation engines and customer profiles, among other necessary elements. That said, Cement Creative is available to create a SEO keyword and content plan for e-commerce to fit within a larger strategy. If you’d like more information, feel free to get in touch.