Search engine optimization seems like a true art. You need technical knowledge just as much as you need decent writing skills. Of course you can hire a company or a freelancer who will do it for you. However knowing that content marketing is expected to soon become one of the most important components of e-marketing, it's wise to get familiar with the basics of SEO-friendly writing. Let me try to put forward some things I've learned about writing texts for the Internet purposes.
Valuable, unique and for a purpose
It used to be that text packed keywords repeated through out a website would do just fine if it comes to SEO. However, that's hardly the way nowadays. Search engines are getting more and more familiar with such operations and "read" your content in a more intelligent manner.
Thus, not only for the sake of the reader but also for the sake of Google be more relevant, brief and authentic.
The keywords are simply not used by major search engines in web ranking. What matters are links and page's uniqueness.
Relevant product page
Product page text should be encouraging but also truthful. It also shouldn't be long, but may be divided into smaller parts of general information, detailed specification and recommendations. Remember that the product name and what you write in the title should correspond to the description of the product, so if you place cotton t-shirt in the name and then display 70% of polyester in it, you will confuse both the search engine and the shopper. There's no place for mixed messages here!
Some bad practice here:
Not only isn't there a description, it's also all placed here as an image. Let's take a look at a more correct example:
Asos for instance has a neat product description with all the necessary details. I wouldn't call it convincing, rather informative, but the amount of extra content on asos.com (blog, newsletter, etc.) makes up for it. Decide yourself - if you have a social media strategy, blog or newsletter, you may decide on a brief and concise product description.
However, don't copy paste producer's product description. It's usually not meant for shoppers but for you, the shop owner. Regarding SEO this turns out a terrible idea, since it assures you the lack of UNIQUENESS. In general your competitors will also use the producer's content.
You know what's unique - customer reviews
Genuine customer reviews both at your e-shop and on social media can realize miracles. Make sure you enabled them and encourage shoppers to leave those comments. Not all of them might be positive, but they all help your e-shop to get more visible, and if they regard a product, customers will more easily reach your shop and might choose something else you've got to offer.
There is a nice example by Amazon:
Amazon enables customer reviews and appreciates the most valuable ones. As you can see they sort of contribute to higher ranking.
The law abiding eshop
A word of advice for multinational retailers, read through the laws concerning your target market. If it's possible unify them, however if not assume the most realistic scenario for each country you're providing your services to. Keep it short and clear, leave out the law jargon and try to translate into standard language. It's nowadays pretty common for shoppers to start off with your shop by reading the conditions before browsing for products.
Additional content medium
When you go through the majority of manuals, articles and posts on SEO and content writing you get such advice, as brief and short. What to do with the rest of your ideas? How to write more about the products, not to make their product pages spammy? The solution are additional media, like a blog, newsletter campaigns and social media accounts. You can add here some extra hints regarding a product, promotion announcements or just articles connected to your eshop's area of interest.
Thus, if you preprepared a lot of valuable texts try to divide them between different channels. This gives you an advantage of targeting your shoppers with up-to-date, reasonably frequent and SEO-friendly content.
This is just a small part of what you can do and how you can improve content management at your eshop. Remember that SEO includes website's content to only some extend, follow best practices from, a post, as this one to see what else is there to be done.
In case you have any thoughts or would like to add some ideas, feel free to share. I'm looking forward to writing a follow-up soon!