The online world is full of stores selling this and that. Just like the population, it’s difficult to have an exact count of e-commerce stores. For a human, finding what they’re looking for can be challenging, but for search engines, it isn’t — their algorithms power individuals to discover stuff around the world. It’s this reason why anyone can have an online shop.
However, in chasing the dreams of success, most e-commerce owners forget to complete or are unaware of the content required on their website. The reason to include content is simple: It helps increase competition.
Only eight results appear on the first page of search engines, even if the same product has the same price. So, out of the vast number of web stores selling common and unique items, it is difficult to judge which site(s) users will see. When it comes to rank, Google and other search engines consider the information given on a website. If you compare your website content with your competition, you will see where your website stands. If they rank higher, then right from the first page (homepage) of their website, you will probably see content in it that woos even you.
Nobody likes a lack of information, and I don’t think you can ever have too much of it. So, how can search engines know how to rank every e-commerce site? They regularly update their algorithms and hint to website owners on the things to follow.
What You Can Do
Buyers’ attention is not just stuck on prices nowadays. Companies are doing a lot to attract and influence customer decisions. Instead of writing descriptions and paragraphs, they are creating smart content for the audience to appreciate. The following will give you an idea about the types of content being displayed by others at present.
Images: Most sites show product images on the website describing their details. However, consider displaying pictures of your product used by a real customer. Ask them to send pictures using your goods. If they permit it, then you will potentially have loads of content to share. Even if the product is a common one, it is possible to write its content uniquely. For new websites, display images of the product used by you and others you know — there’s no harm in putting up pictures of your own. People like to scroll through images, so I’d recommend showing plenty of them.
Videos: The world watches videos every moment. The power video displays can attract viewers and encourage them to take the next step. If the power of your product appears in the video, then you know what can happen.
Customer Reviews/Testimonials: Buyers want to read what other shoppers are saying. Reviews can be an advantage for new visitors to buy your goods.
Community/User-Generated Content: Have content generated by your online visitors, like creating questions on a product. You or buyers can answer them. Not only can the problem be solved, but search engines can crawl that extra content.
Memes: Memes are now the lifeblood of social media posting and personal chatting. Young generations love this type of content. Make memes either informative or humorous.
Audiobooks: Create an audiobook describing your product with a pleasant voice to attract customers. Include item ingredients, manufacturing methods, etc.
Slideshows: With slideshows, you can show your product information using text and images. Each slide can show a part of the product. Your website will have extra content with such details.
Newsletter: Usually these are sent to buyers and subscribers, giving them information about a product or introducing a new product, service or event. However, you can display some part of the newsletter on your website to encourage visitors to discover what’s behind the curtain.
Blog: Write a blog or an article, and link it to your product page. Visitors who like reading may consider it a plus point in buying your stuff.
E-books: Give buyers the free option to download product details via an e-book. Include similar details as noted in the audiobooks section.
Infographics: Infographics can look beautiful. You can represent your product data using them.
A High Percentage Of Original Content
Your content must never be duplicate. This will harm your website the moment it gets crawled by search engines. So, apart from some familiar and technical words, your content must be unique (say, 70% original). Also, the content must be easily understood.
Help In Creating Content
Online tools can help your complicated content task. There are many free and paid tools available. You can make videos, infographics, memes, etc., for your product and service with them. If you do not want to use tools, you can get help from the big online market of content creators. But before sending them anything, you must do a thorough search on keywords with the right amount of traffic. Tools like Google Trends can help with such matters.
Conclusion
Content satisfies three souls: yours, search engines’ and online visitors’.
Online visitors bring business. They are increasing in number as most are coming to terms with online shopping. Search engines are the channel to reach your prospects. You need to impress them to show your website on top. And search engines are impressed if you have better things to display.
You are the individual who has to start things satisfactorily. You must remember one thing: The devil is in the details. And the moment people encounter something of interest, then all hell can break loose. That’s the excitement your business must bring, benefitting you and your shoppers.
Now, it is up to you to ensure your e-commerce website has loads of content.