What is Smart Content?
In the earliest days of SEO and e-commerce pages, fluff and excessive keyword stuffing were all it took to rank on Google and other search engines. Of course today, Google’s algorithm knows how to spot relevant content, as do consumers.
Consumers want, and need, direct, educational language that addresses the most important aspects of a product. Smart content doesn’t just include keyword placement: it’s also interactive and intelligently written, giving value-inclined shoppers all the information they feel entitled to before making an educated buying decision.
Publish High-Quality Content
Scoring a top spot on a SERP is unquestionably important. However: it’s far from the most important e-commerce marketing tactic. Keep this metric in mind as you create a roadmap, and budget, for writing e-commerce content: 30 seconds. That’s roughly how long you have to engage and hold onto a customer before they leave your page to read about a competitor’s product or click on a competitor’s site.
Consumers know that they’re in the driver’s seat when it comes to online shopping. To stay competitive in online retail: all companies need dedicated and experienced teams that are seasoned in writing, formatting, optimizing, and publishing e-commerce content. While you can’t always compete on price, you can ensure that your product content (product descriptions, bullet points, and product titles):
- Includes 100% original language
- Is well-researched, informative and engaging
- Follows feature/benefit style of writing (vs. lifestyle/aspirational)
- Adheres to a consistent style guide that follows your brand
- Includes plenty of customer reviews
- Has been thoroughly reviewed and edited
Create Performance-Driven Product Pages
Retailers and brands need as many opportunities as possible to connect with consumers. Product pages have to perform and do so quickly to increase the likelihood of conversion during those precious seconds when a buyer is reviewing a page for the first time.
Product pages with optimized keywords in the product titles and bulleted, above-the-fold (ATF) product descriptions perform better in search. Load times (especially on mobile) are becoming increasingly important, so testing your pages on multiple devices is crucial.
It’s also advisable that you nominate a cross-disciplinary task force, filled with members from your SEO, marketing, web development, and merchandising teams to monitor, measure, and manage the ongoing performance of all of your e-commerce content. What’s performing well today may suddenly tumble to the bottom of the SERPs faster than you realize unless your team is paying attention.
Scaling and Managing Optimized Content
As the digital shelf continues to expand, brands and retailers both need to take ownership of scalability. Internal SEO and marketing teams may only be able to review and optimize pages with a few hundred primary and secondary keywords a month.
Brands and e-tailers of the future need to be prepared to research, rewrite, optimize and publish thousands of product pages each month. That’s theoretically impossible without an outside arm that serves as a virtual content publishing machine, one staffed with writers, editors, and quality review staff that is trained in your brand voice, understands the dynamics of product content, and can research millions of keywords quarterly.
Most teams need support and expertise to do this effectively. Of course, we’re here to help. Let’s talk!