Search engine optimization, also known as SEO, and all of its constituent components, like eCommerce SEO, local SEO, and lead generation SEO, comprise an elusive beast that has been the shifting bane of digital marketing since time immemorial.
It’s been observed that if you ask a dozen different digital marketers what their thoughts are on the topic, you might get a baker’s dozen answers to the same single question. That’s not much help to your average eCommerce Joe.
So, we went to 1Digital AgencyⓇ, which has a team of eCommerce SEO consultants with ten years of experience in the business, and we wouldn’t leave them alone until they gave us direct answers.
The topic we chose was content because it continues to be a central component of discussion among eCommerce SEO experts.
Here’s what they offered us.
1.How does it work, really?
You mean optimized content? Well, it’s like this. First, an eCommerce SEO agency performs keyword research. Once that has been done, target keywords are selected. The agency hands off the strategy to PMs or content producers.
They research the market, scanning for popular searches and trends. Then they create posts, web copy, and other content that answers these questions, and similar questions, and is structured and keyword optimized.
Once published, Google will notice this copy and assign value to it. If it contains the proper links (or is in the right place on an eCommerce website) authority for the keywords and search terms it contains (and often others) increases.
It’s not science, it’s SEO.
2.Does content need to have a high readership or time on page to deliver value for my website?
Actually, and I hate to say this, but not really. Don’t get me wrong. Content that doesn’t get readers won’t rank very high for very long, but strictly speaking, even if it has relatively low-performance metrics, the eCommerce sites with which it is associated should still climb the organic SERPs.
It’s better to write content that gets read, is shareable, and converts, but not every blog is going to be a home run. Fear of failure shouldn’t keep you from trying.
3.Why do eCommerce SEO consultants suggest creating a viable internal link structure? What’s the point of this?
Well, because it is an effective way to distribute authority. At least, that’s how it has appeared and has continued to appear, to eCommerce SEO services providers since all this started. And it doesn’t matter what eCommerce platform you use, either.
If the content is distributed to third-party sites, it must have backlinks to the eCommerce store that’s investing in the marketing strategies. That’s how Google knows where to assign authority in line with link-building strategies.
If it’s used for on-page optimization, then adding internal links improves the user experience and also optimizes an online store for conversion rates.
However, adding internal links to a piece of onsite content, like a product page or a blog, also assigns specific authority to certain pages. At least, that’s how leading SEO theory goes.
4.How long does content need to be, really?
Not to ruffle any feathers, but you’re not going to like the answer to this. Content “should not be” any specific length. What it should do is answer the search query.
If you can answer that in 300 words, then the post should be 300 words. If 5,000 words are merited, well, roll up your sleeves and start typing.
It’s about search intent, not hitting arbitrary metrics.
5.Can I just write and optimize all of my content in-house?
Well, the short answer is “yes.” You most certainly can write and optimize all of your copy in-house.
However, what you need to ask yourself is do you have the experience, bandwidth, and background as the eCommerce SEO consultant you were thinking of working with to create an SEO package?
You’ll need access to market research and keyword research tools, and then time – a lot of time – to create good content. It does not create itself. This is the very reason that eCommerce businesses often hire their own writers, or, instead, hire agencies (who have their own writers) to write for them.
Also, don’t forget the fact that eCommerce SEO agencies often have developers that can fix technical issues associated with site speed, structure, security, and more.
Ask the eCommerce SEO Consultants Yourself
For most eCommerce businesses, SEO is one of the main keys to long-term success. If you have specific questions about content optimization and where the line between content marketing and SEO really stands, get in touch with the eCommerce SEO consultants yourself.
You can reach out to them at 1DigitalAgency.com or directly by phone at 888-982-8269.