How to Create a Solid Content Marketing Strategy for Sales and SEO

Ecommerce content marketing

I have to admit, the feeling of achievement that you get once your content strategy begins to bring in free and organic traffic is beyond words. It's beautiful to realize that all that hard work is finally starting to pay off, and perhaps even enabling you to celebrate in a few ways.

eCommerce stores are not very different from a typical blog website that would publish articles – content marketing – on regular basis. Thinking about it, eCommerce stores provide more variety and opportunities for promoting; both your knowledge, and writing. By which I mean, you can have informational product pages populated by unique content, as well as a blog dedicated to more insightful content.

The type of products you're selling and offering through your business brand is going to play a major role in what kind of content you should produce, and how often you should do it. But, in best practices – the more content you publish, the quicker you begin to notice results. It can take up to two months for some pieces of content to begin receiving the traffic they deserve.

Finding the Right Keywords

In the field of organic traffic, everything is about keywords; their placement, how often they appear and how much they relate to what the person is trying to learn more about. Trying to nail all three is not an easy achievement, and takes a lot of practice and experience to get right.

Finding keywords should begin by using the Google Keyword Planner, the most easy to use (yet most accurate) keyword tool you'll find on the web, at free of charge. On top of that, it is incredibly easy to use and provides a lot of options to find the exact keywords you need.

Google Keyword Planner

You can select any of the following options:

  • Search for new keyword and ad group ideas
  • Get search volume for a list of keywords or group them into ad groups
  • Get traffic estimates for a list of keywords
  • Multiply keyword lists to get new keyword ideas

right away, pick the first option and begin listing some of the keywords that you're interested in. You can also submit a competitor page to see the keywords that they're using, and how big of a demand there is for those keywords. Play around with it, it's a good tool to master.

Google Keyword Planner Results

Try-Shopify

In the above photo you can see that I have been searching for banana ice cream, ice cream cones and ice cream machine. As a result, I've got nice and easy to understand results page – which also offers me to analyze my keywords in greater depth, or even adjust the settings on the left hand side panel.

You'll then know what kind of keywords people are searching for, what the competition for these keywords is, and even get the bidding prices – all from within a single web page. Don't settle for keywords that only have thousands of monthly searches, sometimes the lesser known ones can bring the most sales, as there is greater interest in finding a specific product.

Putting Keywords in Your Content & Titles

The title element of a web page is meant to be an accurate and concise description of a page's content. This element is critical to both user experience and search engine optimization. It creates value in three specific areas: relevancy, browsing, and in the search engine results pages.

Google typically displays the first 50-60 characters of a title tag, or as many characters as will fit into a 512-pixel display. If you keep your titles under 55 characters, you can expect at least 95% of your titles to display properly. Keep in mind that search engines may choose to display a different title than what you provide in your HTML. Titles in search results may be rewritten to match your brand, the user query, or other considerations.

SEO Title Example

Over the years, the lesson I learned about titles in general is that you should write them for people, not search engines. At the end of the day, the person looking for that which you can provide an answer for, might actually use a lot of long-tail keywords and phrases that might not fit to use as a content title.

The same applies for the content itself, try not to use one keyword more than 3-4 times per article. It will only create unnecessary repetition and people (customers) will quickly notice that you're writing for search engines, not them.

Begin to Publish Content

Now that we know how it works and how it all comes together, we can begin publishing content. You've got the right keywords, the information you need when it comes to creating solid content titles, and also how often to use a keyword within the content itself. Everything else comes down to what you know, and what you feel comfortable writing about.

If you do sell things related to ice cream, begin by sharing your favorite ice creams and why do you think they're so good, and how you would improve them if you could. After that, begin to share more technical and insightful content as you progress. You'll always find someone curious enough to read your content, especially if it does provide a real value.

Feature image curtsey of James Cipriano

Catalin Zorzini

I'm a web design blogger and started this project after spending a few weeks struggling to find out which is the best ecommerce platform for myself. Check out my current top 10 ecommerce site builders.