Quality Content For Ecommerce

How to populate your product pages with content that will please the search engines…

Last week, we wrote about how now, more than ever, content reigns supreme when it comes to getting a good ranking in the search engine listings. That’s all well and good when you run a blog or information sharing service, but what does it mean for ecommerce sites?
How do you make quality content out of products and prices?
Get the basics right
You have to walk before you can run when it comes to achieving a quality content ranking for your ecommerce site. As a minimum Google requires that all product pages have the following…

  • A product name
  • An image or, if you really want to suck up to Google, add a video.
  • A description, but make sure you don’t cut and paste these from suppliers catalogues. You need a description that’s unique to your site.
  • A ‘buy’ or ‘add to cart’ button
  • A price

Build on the foundations
Not all product pages are made equal. There are several elements you can add to your website to increase its quality score. These include…
Extra information
Google rewards businesses that meet or exceed their customer’s expectations. Therefore, they’ll pat you on the back for displaying any information on your product pages that could lead to a customer being better informed about your product. After all, the more information you supply, the more likely the product they buy will be to meet their expectations. Add, the following to your site…

  • Sizing guides or dimensions
  • Colour options
  • Shipping information
  • Terms and conditions
  • Company contact details

In recent months Google has developed a bit of a sheriff alter-ego. Its job? To clean up the Internet. Today’s search engine rankings take a business’ reputation into account in a big way. Good reputations can speed your ascent up the search engine listings. By displaying product reviews on your website, you’re being open about your reputation. By asking for new reviews, you’re building on it.
Easy life items
Google classes shopping pages as Your Money or Your Life pages. This means they believe that these sort of pages can have a potential impact on a customer’s happiness or life. There are a few things you can add to your site that can prevent customers being frustrated, therefore maintaining their happiness. These include additional payment options, product codes, wish lists, and trust marks such as membership of trade organisations, lisences, and security certification.
After care
Google wants companies to form connections with customers, so they reward content that continues to serve a customer even after the customer has made a purchase. Therefore, adding elements like clear returns policies and ‘If you like this, try this’ sections will be looked on positively.
To improve your own ecommerce site, visit the Midphase website.