how important it is in your content strategy – WAU
If you have an e-commerce, you should know that information is essential for the success of your online store. Thus, a good product and category description is essential. When done right, they can bring many benefits to your website. So, investing time and money to develop them becomes essential. If you already have one […]
If you have an e-commerce, you should know that information is essential for the success of your online store.
Thus, a good product and category description is essential. When done right, they can bring many benefits to your website. So, investing time and money to develop them becomes essential.
If you already have a Content Marketing strategy running, know that it is possible to combine these two points in your Digital Marketing planning, since both are content. There are some techniques that can be used to enhance your success.
In this article I will show you how your Content Marketing strategy will help your product and category pages, thus developing a unified plan.
Product description and category = Blogpost
A product and category page is nothing more than a page on the internet, so Google welcomes those who develop good content, just like on a blog page.
If you already have a Content Marketing strategy with a blog, it will not be difficult to write a product and category description following the same techniques as a blog post.
Yes, a description is nothing more than a funnel blog post!
Therefore, my suggestion is to develop a complete content, focusing on keywords, scannability, meta tags, among other web writing techniques.
Take great care not to overdo it and lose the quality, which is important at all stages of your content production.
Rank for product name
Have you ever imagined organically ranking your product and category pages in the top positions for your product name?
You would save with paid ads and also receive the most clicks from SERP!
And if you already work with a blog, you know that this is essential for the strategy, but it doesn’t happen overnight.
So, using SEO techniques for product and category pages is also extremely important.
As with your blogposts, developing content for the product and category pages is a long-term strategy, so you can be sure that you won’t rank for the first few months. We already know that SEO is a daily job, so focus on good practices in the same way as on your blog.
The technique of satellite posts is widely used here at Websites Are Us and generates many positive results.
It consists of writing a very complete main post, which we call the pillar post, which is surrounded by satellite posts.
In the pillar post, we focused on a very competitive and important keyword for our business. Satellite posts, which are generally smaller and for long tail keywords, must have some relationship and link to the pillar post.
With this your pillar post will gain a lot of relevance and, along with other techniques, it is possible to reach the first page and, probably, in the Google’s first place.
The big catch here is that your pillar post can and should be your product and / or category page, while satellite posts can be content from your blog, all of which link to the main post.
In this way, you increasingly strengthen your product and category pages, making a web of internal links within your blog and e-commerce.
However, this is only possible after extensive keyword research, to understand mainly what the user’s search intent, search quantity, competition, among other factors.
To be clearer, let’s take an example of a satellite post strategy:
- Post Pilar: Nike running shoes (product page).
- Satellite Posts:
- The X best running shoes (Blog content);
- How running shoes cushion the impact (Blog content);
- Will you start running? What you need to know (Blog content);
Blog and online store structure
A Content Marketing strategy is extremely important for your online store. But, for it to work perfectly, it is necessary to pay attention to the structure of your blog and your e-commerce.
Let’s start by talking about your blog. Now that you’ve developed an incredible product or category description, we can and should take advantage of all the traffic that your blog generates to bring as many users as possible to the store pages.
For this, it is essential to insert CTAs, mainly in banner format, inside your blogposts, on the side of the blog and wherever else you think it makes sense.
Don’t worry about being aggressive here: people need to know that the fantastic content they are reading is from an online store.
The same thing happens on your product and category pages. The user needs to know that you have a blog, so, within the content of these pages, insert hyperlinks to blog content.
Analysis of results
Now that you’ve done an incredible product or category description, work together with your blog with satellite posts, optimize for search engines and have an excellent website and blog structure, it’s time to analyze the data.
One way to analyze if your page is performing well is to analyze the ranking. Check how your position is on Google and what points you can improve for better results. You can use Google Search Console or more robust tools, like SEMRush.
If your website or blog pages made it to the first page of Google, now analyze the conversion rate in Analytics (or other analytics software).
Don’t forget that conversion can be influenced by many factors, such as user experience, shipping, product images, product value, among others. Therefore, you need to think about these points as well. The product description is certainly a strong ally for conversion, but it does not work miracles.
To identify the influence of the blog on the accesses to your product pages, you can use the multichannel attribution and thus correct or enhance your blog actions.
A good product and category description can bring great results to your online store. Thus, joining your Content Marketing strategy will certainly enhance your success.
Be sure to follow these tips so that your pages reach the top of the SERP and increase your conversion rate.
And, if you want to go even deeper, download our content strategy ebook for online stores. In it you will explore more content strategies to attract more customers.
I hope I helped you understand the importance of content strategy for your online store! If you have any questions, leave them in the comments. It will be a pleasure to help you!