We’ve managed keyword research, content development, and SEO strategies for various eCommerce businesses (e.g., custom printing services, mattress companies, home decor brands, backyard equipment, wineries, manufacturing, and more) over the last five+ years. In our experience, we’ve seen these teams fall into a few common pitfalls when researching keywords and building content plans:Chasing high-traffic keywords to “get their name out there” instead of targeting qualified audiences.Targeting any keyword that seems relevant to their brand without basing content plans on actual content marketing goals.Copying competitors’ content plans to “be competitive” without combing through to find the keywords that make sense for their business.So we’ve developed strategies to course correct and generate ROI from website content — these strategies can be applied across eCommerce brands because they’re based around your unique offerings, target audiences, and short- and long-term goals.And this guide walks through our approach. It covers:How to identify keywords with real business potential and drive conversions (actual sales) from content. Best practices to create variety in your content plan and use content marketing to achieve multiple goals — so you can employ brand awareness strategies while improving ROI from content. The best SEO tools to perform keyword research. What to avoid when building out your content plan. Our team can also show you the ropes. We’re a full-service agency that can build strong content plans and develop SEO strategies to improve rankings and visibility, promote traffic and new visitors, and drive ROI from content. Schedule a free consult. How to identify buying-intent keywords for eCommerce websites & drive sales from contentThough most eCommerce businesses are interested in content marketing as a means to grow their brand name and increase website visitors — the end goal of all marketing (increasing brand awareness, attracting new potential buyers) is to promote sales from your online business. So the best way to do that is to get in front of Googlers at the bottom of the funnel — a.k.a. when they’re actively interested in what you offer and ready to make a purchase — and target keywords that indicate buying intent.Types of keywords that indicate buying intent include: Product or service keywords Brand-specific keywords (your brand name or competitors) Long-tail keywords that describe a problem your product/service solves or task it completes Let’s talk more about each category and provide some examples. Category — product or service — keywords These are the exact search terms Googlers would look up to find the products or services you offer — they’re the absolute most bottom-of-the-funnel keywords. These are typically straightforward and easy to identify (think product categories and names). For example, say you manage website content for an online mattress brand; you’d want to target product names like “memory foam mattress,” “hybrid mattress,” or “latex mattress,” depending on what your brand offers.You can also think of product or service comparisons, for example: “memory foam mattress vs. latex” or “types of mattresses,” and target readers (slightly more up the funnel) researching product categories. Think of your brand offerings — main offerings and “extras” — and put together a list of products and services to use as a foundation for keyword research. Then, you can search related keyword ideas for each product or service and determine the right keywords to slot into your content plan. Then you want to prioritize keywords based on what’s most valuable to achieving short- and long-term goals. For example, a keyword like “memory foam mattress” is more valuable than “waterproof mattress protector” because one product obviously brings in more revenue (high ticket products vs. low ticket products). That said, you shouldn’t totally overlook content about mattress protectors; this content is just lower on the priority list and can be slotted in when convenient. You may prioritize promotional content if you’re just releasing a mattress protector or if you want to encourage sales for that product specifically.Note: some of these keywords will have high search volumes and keyword difficulty scores, so it might be harder to rank for them initially. If the keyword is applicable to your brand and it makes sense to target, we recommend slotting it in. Then, once your website starts appearing for this keyword, you can reap the benefits of increased traffic and targeting qualified buyers.Category keywords that contain a layer of specificity Other keywords in this realm include category keywords that have an added layer of specificity. These indicate even greater buying potential because Googlers are looking for an exact product or service — they’ve likely done some research about the product and are ready to pull the trigger with a brand that offers what they need. So if you fit the criteria, there’s a good chance Googlers will take the next steps with you. Let’s circle back to our mattress brand example: say this brand’s competitive advantage is that they offer organic mattresses and bedding (e.g., plant-based memory foam, organic latex). Targeting keywords with those specific details — for example, “organic latex mattress for side sleepers” or “latex mattress with organic certification” — is even more advantageous because those Googlers are further qualified and better potential buyers. You could even use this to improve local SEO if you have retail stores in certain cities — “organic latex mattresses in [location name]” and attract Googlers who still wish to make their final purchase in person.Note: these keywords will likely have fewer searches than main category keywords. Although it may seem enticing to target the keyword that gets you in front of more prospective buyers, you have a much greater chance of seeing success from content by narrowing in and being more strategic with who you target. You can slot in a mix of keyword types (which we’ll talk about below), but you shouldn’t rule out these variations of product keywords just because they have a lower search volume. In our experience, we’ve seen them convert at a much higher rate.Competitor keywords Competitor keywords also indicate buying intent because Googlers are researching and comparing brands they’re interested in doing business with — these are also pretty bottom-of-the-funnel opportunities. There are two types of competitor keywords: Keywords that include “[competitor name] + alternative” (or “competitor”) — for example, “Tempur-Pedic alternatives” or “Casper competitors.”Vs. keywords that compare two brands — “[brand name #1] vs. [brand name #2] — like Tempur-Pedic vs. Casper. It’s helpful to find “Vs.” keywords that mention your brand name, but you can also find creative ways to target other variations and insert your name in those conversations.Compile a list of your most noteworthy competitors to gather keyword ideas that fall into the above buckets — direct competitors or those who offer similar products or services are most valuable here, but you can also weave in other names that make sense for your organization. Then you can add these keywords to your content plan and effectively target Googlers who are interested in solutions similar to yours (and may be good prospects for your business). Also, consider your brand-specific keywords here — like “[brand name] reviews” or “[brand name] discounts” and build landing pages to target those keywords. These are a little less valuable because the reader already knows about you, but offering the right resources at this stage of the sales process may give readers the extra push to make a purchase. Long-tail keywords that mention problems or tasks your brand can solve The next category includes keywords that mention problems your products/services solve or tasks they complete. These are a little less obvious, and they target Googlers farther up the purchase funnel, but they still indicate buying intent because readers are looking to solve a specific problem or accomplish a specific task — so if you offer a solution, you have a chance of converting these readers into customers. To identify these opportunities, think about why people purchase with your brand, the pains customers mention, the goals they want to accomplish, and your competitive advantages. Also, consider search intent when assessing the value of each keyword — grounding yourself in the Googler’s shoes gives you a better idea of whether the searcher is likely to make a purchase or just researching.Take our example mattress brand — some keyword ideas may include: “how to find the right mattress size for bedroom space,” “which mattresses are organic,” or “how to stay cool during sleep.” These Googlers aren’t directly looking up products or brand names, but they’re still in the market for what you sell. Then you could write content that answers these questions while promoting your brand — you could:Provide tips on comparing mattress sizes with bedroom sizes and recommend your products within.Explain how to find an organic mattress, the materials and certifications to look for, and explain how your beds fit the bill. Write a blog post on how to prevent night sweats and weave in details about cooling sleep products.Here’s another example to help your brainstorming. One of our clients, PosterJack, offers online printing services (in a variety of formats and with custom frames) — so we slotted in keywords like: How big can I print my photo?Photo frame size chart Where to print out panoramic photosHowever, we also prioritized topics like “best canvas print services” and “best places to print large photos” because this introduced PosterJack to potential customers interested in the services they offer. How to create a well-rounded content plan for eCommerce businesses The best way to create a well-rounded eCommerce content strategy is to incorporate keywords at each stage of the funnel — while prioritizing those at the bottom; these transactional keywords attract the Googlers who are more likely to buy from you and drive ROI from content sooner. Slot in product or category keywords, competitor keywords, long-tail keywords, and brand awareness content to help you work towards multiple goals. The exact ratio of keywords per category is highly dependent on your current website performance and what you want to accomplish. That’s why basing your content plan on your goals is so important; you identify the opportunities that make sense for your brand, then determine the right order to schedule topics and strategies to target keywords. For example, if you already have an established eCommerce site with a large library of content, buying-intent keywords should be your greatest priority — you can optimize existing content to rank for these valuable keywords or create new content. On the flip side, if you’re just launching your online store, you’ll want a more even mix of BOTF and brand awareness content. Before you begin keyword research, we recommend sitting down with your content marketing team, brand managers, and other relevant stakeholders to determine: Goals of content marketing — What is the motivation to invest in content marketing? What problems are you trying to solve? What milestones are you hoping to achieve?Target audiences — Who are your best buyers? Who do you want to attract more of? Anybody you should avoid? Products, services, or events you want to promote — What products or services are most valuable in driving revenue? Are you releasing new products, or have any events on the radar? Competitive advantages — What differentiates you from competitors? What problems do you solve? Why are you the best choice for target audiences? Top competitors — Think of who you directly compete with, new names in the space, or brands you often hear from customer feedback. Once you iron out these details and have some direction to guide content marketing, you can create a list of keywords from our categories above and determine how to prioritize topics.We also suggest: Thinking about the brand awareness content that’s most interesting or appealing to your marketing teams. Which conversations do you want to join and introduce your name to new buyers? Think about popular industry topics, current events, and what’s trending to gather some ideas. Though these are low-priority and should be scheduled around the buying-intent keywords above, they’re still worth pursuing if you have the resources and interest. This content can drive traffic, works well for link-building and social media promotion, and boosts topical authority. Building topic clusters to create structure across your website and ensure you have comprehensive content to rank for relevant keywords. Topic clusters are groups of related content, like a hub and spokes: you create one parent page and determine additional keywords to complement the primary content. For example, in our mattress brand example, you could create a topic cluster for “memory foam mattress” keywords, including “best memory foam mattress” as the parent page, complemented by posts like “memory foam mattress for back pain” or “memory foam mattress for stomach sleepers.” Then you can schedule related topics together (or space them out to encourage variety) and make sure you cover important boxes. Develop a high-level strategy for each keyword you want to target — think about search intent, or the goal of the searcher, and decide whether building a product page, website landing page, or blog post makes sense. Also, decide if you can re-optimize existing content or if you plan to create new content for keywords. Note: it helps to look at search engine results pages to gauge what’s already ranking for target keywords and who you’re competing with; then, you check and confirm that the keyword presents a solid opportunity for your business and determine the right way to approach content. Remember — the specifics of your content plan, including the best keywords to target, when to target them, and what type of content to build, is totally dependent on your current situation and goals. There’s no exact science; you can drive our strategies around your business goals and report on content performance. Then you’ll have a better understanding of what strategies work well for you; this is important because you can use insights to continually refine keyword strategies and see better success from website content. More on this later. Best SEO keyword research toolsNow that we’ve explained our method to identify valuable keywords and build a comprehensive content plan, let’s talk about the tools you can use to accomplish this research.Some of the most popular SEO tools with keyword research features include Ahrefs, Semrush, and Clearscope. We normally use Ahrefs in our processes because it has user-friendly keyword research tools, a “Content Gap” feature to research competitors’ keywords, and custom rank trackers — however, we have experience with all three tools, and they each allow you to follow the steps above.Alt text: Ahrefs search engine optimization solution When working in Ahrefs, you can:Explore keywords by topic and identify relevant keywords to add to your content plan — you can find secondary keywords to target with main keywords or identify related keywords to build topic clusters.Look up specific keyword opportunities to see search engine metrics (average monthly search volume, keyword difficulty, and CPC) — these are important, but don’t get too caught up in this; you should assess keywords by search intent and business potential. Analyze the keywords competitors rank for and determine gaps between content — then identify the right keywords to add to your plan. Build custom rank trackers to see where your site ranks for keywords on your content plan — you can track the rate of progression and troubleshoot low-ranking content so it hits the first page of organic search results. Identify the best keywords to target via PPC campaigns — for example, as we mentioned above, main category keywords are super valuable but sometimes hard to rank for, so you could prioritize these keywords to promote via Google ads until you achieve page-one rankings. Before we wrap up, let’s talk about: The pitfalls to avoid when planning keywords. Recommended methods to report on content, so you can make more insightful decisions in future strategies. Three pitfalls to avoid during keyword research & planning topics We’ve already mentioned a few of these pitfalls throughout — for example, teams get caught up pursuing high-traffic content because it seems applicable to their brand and they want to “spread awareness.” But let’s talk more about these mistakes and how to avoid them during the keyword research process. Targeting only the popular category keywords for the sake of increasing traffic and out ruling more specific variations of category keywordsWhile teams get distracted chasing traffic, they often overlook or completely rule out keywords just because they have low volumes — why target “organic latex mattress” when you can target “best mattress 2023” and get in front of X times the number of searchers? While we see the logic in that thinking, we don’t recommend “casting the widest net” because there’s a good chance you won’t catch anything valuable — you’re far more likely to convert the readers with interest in your specific offerings. Targeting a keyword like “best mattress 2023” might bring thousands of visitors to your site, but you are probably only going to convert a few readers. “Organic latex mattress” might only bring one hundred visitors to your site, but you have a higher probability of turning those hundred website visitors into actual customers.Copying competitor content plans without any strategyAnother pitfall we wanted to elaborate on is: copying competitor plans to appear in the same conversations. We often see brands, especially those who are just starting out, look at what competitors do and copy the strategy. This is actually a pretty common SEO tactic. However, you have to be more strategic to actually reap the benefits of plucking competitor ideas. The right keywords for your competitor might not be a good fit for you. For example, let’s take it back to our mattress brand: if you primarily sell latex mattresses, it wouldn’t make sense to copy keywords from Tempur-Pedic (a memory foam mattress brand) because you have different target audiences. Some of the keywords might apply to you, but certainly not all of them.Instead of just copying the content gap report and scheduling in everything you haven’t covered, you should weed through the gap report and identify the topics that actually relate to your content marketing goals and brand offerings. Otherwise, you’ll spend time and resources targeting keywords that don’t attract the best leads or generate real results.  Failing to establish clear goals before kicking off keyword research or content marketing strategiesOf course, the biggest mistake we see teams make, and one that leads to the pitfalls above, is the failure to brainstorm clear goals to drive marketing strategies. Everybody wants to “increase website visitors and sales,” but you have to dig in to gameplan the specific steps to achieve that — which keywords and audiences to target, the products to promote, how to build website content, and how to position your solutions. Again, what works for another brand to “increase ROI from marketing” might not be the best approach for you.  That’s why we recommend having an organizational brainstorm before putting together your content plan (as outlined above). This is what gives you the insights to carefully build a content plan that’s tailored to your eCommerce store, designed to help you hit short-term goals and work towards significant milestones.Bonus: Tips to report on & improve eCommerce content marketing efforts Speaking of insights to guide content strategies, we’d be remiss if we didn’t touch on measuring results from website content. Even if you put together (what seems like) a really solid keyword plan, you won’t know what works and what doesn’t if you don’t track content performance — specifically, rankings in search results, organic traffic, and content conversion rates. These metrics tell you what performs well in SERPs, draws in new readers, and leads to sales.Without this data about your keyword strategy, you’re stuck slotting in new keyword suggestions without any real idea of how they’ll work for you. We recommend Ahrefs above to build rank trackers and report on SERP performance, but you can supplement with tools like Google Search Console and Google Analytics to measure traffic and conversions from content. Google Search Console shows you which queries you rank for, the number of impressions for each query, and how many times searchers clicked on your content from results.Google Analytics lets you dig into traffic sources, view metrics for individual web pages, and track conversions from website content. Then you have the data to double down on what works for you and troubleshoot what doesn’t. Content not ranking well? Refresh and re-optimize the page, or try off-page strategies to promote content. Ranking but not drawing in traffic? Revise page titles and meta descriptions so they’re more attention-grabbing. Drawing in traffic but not converting? Take a look at page content and update so it better appeals to search intent.Pro Tip: After you understand which category keywords are most successful for your brand, you can also optimize Amazon (and other online marketplace) listings for those keywords. Then, your website and Amazon online store can appear in SERPs for related search queries, and you can target users from both channels.You can also schedule a consultation with our agency to talk digital marketing strategy. We cover everything from website design to SEO, content development, email marketing, and more. We’ll meet with you to understand your current challenges and develop the right eCommerce SEO strategies to build your brand and achieve your goals.

Before getting into SEO, many wineries we worked with had tried other digital marketing and advertising campaigns to increase growth, such as running pay-per-click ads. But they couldn’t advertise their products exactly as they wanted on Google search or social media.When you’re running online ads for wineries, you’re subject to more strict rules about what you can and can’t say if you’re advertising alcoholic products. This limits the control you have over your brand and your messaging – which can make your campaigns less effective.SEO solves these problems by increasing organic traffic to your site (where you have complete control over your content and messaging) and focusing on local search queries to drive local foot traffic to your winery.At Cove, we have executed full-service SEO-focused eCommerce growth for several types of wineries - from boutique wineries to estate wineries. In this article, we'll guide you through a step-by-step process of how we handle SEO for wineries, including: Our technical SEO process: Finding and fixing technical SEO issues on your winery site, optimizing site architecture for usability, and improving crawling and indexing. Fixing these technical SEO issues alone can often lead to a significant improvement in your site’s visibility on search engines.How we develop and execute content marketing: This involves everything from keyword research to actual content production. At Cove, we use target keywords with high buying intent and use an interview-based research process that helps us write authoritative content in your niche.How we use local SEO to drive local traffic to your winery: For most wineries, increasing your site’s visibility in local searches is key. This is how you get local business and community engagement (with tours, wine tastings, and other events). We can increase your site’s local visibility and drive foot traffic by optimizing your for local search queries and managing your business listings.Our link building strategies: We have several different link-building strategies that build authority and boost your website’s rankings. This includes everything from finding guest blogging opportunities to creating high-quality, shareable content (such as data-driven reports and polls/surveys about the wine industry). To see how Cove can help your winery reach its specific goals, contact us for a consultation. Technical SEO for WineriesStep One: An SEO AuditIn our experience, many wineries outsourced their website development and were unaware if SEO best practices were being followed. Everything about website development, starting with the eCommerce platform you use to host your site, matters when it comes to SEO. But unless your dev and website design team is part of an SEO agency (which isn’t common), you can’t trust that your website development will be done with a good SEO strategy in mind. That’s why the first thing we will do for your winery is a full SEO audit.Here’s a list of some of the common problems we find in an audit and how we fix them.Broken links: We identify and fix any broken links (404 errors) on your website. We either redirect these links to the most relevant page or replace them with functioning links.Duplicate content: We find duplicate content (which can confuse search engines and may lead to a drop in rankings) and fix it using the best solution, which could be: setting up 301 redirects, using canonical tags, re-writing existing content, etc.Slow page speed: Improving page speed is less about improving rankings and more about improving conversions. We prioritize improving the page speed of sites that already have the most visibility (so you can see quicker wins on the conversion front). We can improve your site’s page speed by optimizing site images, compressing CSS, HTML, and javascript files, verifying your server response time, setting up a content delivery network (CDN), and more.Bad user experience for mobile users: Google uses mobile-first indexing, so we will make sure your site is mobile-friendly.Missing meta tags: We will make sure all relevant pages have unique, descriptive, and SEO-specific titles and meta descriptionsYou’ll likely see a boost in your site’s visibility just by fixing the technical SEO issues we found in our audit. And fixing those issues is a good first step before spending significant time and money developing and implementing future SEO strategies and content strategies.But you don’t want to just quickly fix these issues without first having a good SEO strategy in place. Doing so won’t help maximize growth.For example, let’s take a closer look at how we handle duplicate content found on your site. Duplicate content can occur on a website due to various reasons (poorly set up URL parameters, copy and pasted product descriptions, website mirrors, etc). While duplicate content doesn't always result in penalties, it can hurt the visibility and rankings of pages that have duplicate content. At Cove, we will address each occasion of duplicate individually and decide the best solution, whether it’s setting up canonical URLs or re-writing content, or re-directing URLs. We will make these decisions based on how they’ll help improve your overall site visibility and key metrics.Curious on your site would score on an audit? Request an SEO audit from Cove. We do an in-depth SEO audit of your site and provide you with a detailed report that shows how you can improve your site’s visibility by fixing technical SEO issues.Step Two: We Optimize Your Site ArchitectureSearch engines need to be able to efficiently read your winery’s website site and categorize it – that way, they can recommend it to the right search queries.We optimize your site’s architecture by looking at:Your site’s URL Structure: We audit URLs to make sure they’re SEO-friendly. We take a look at an example of good URL structure below.Your site’s navigation: Your website should be easy for search engines to navigate, with a logical and clear hierarchy. This is helpful for both users and search engines.How you use internal Linking: Internal linking helps create site structure and also helps your domain distribute page authority across your website. We conduct an internal link auditing, making sure that you're using internal links effectively and strategically.An Example of a Good URL StructureHere's an example of a good URL structure for SEO that can be applied to winery websites, including home pages, landing pages, product pages, and the blog:Home Page: URL: examplewinery.comA clean and simple URL structure for the home page is preferred, without any unnecessary subdirectories or parameters.Landing Pages: URL: examplewinery.com/landing-pageUtilize descriptive words in the URL to represent the purpose or topic of the landing page. Keep the URL concise and relevant to the content.Product Pages: URL: examplewinery.com/products/wine-nameInclude a "products" subdirectory followed by the specific wine name in the URL. This structure provides clear categorization and helps search engines understand the purpose of the page.Blog: URL: examplewinery.com/blog/post-titleIncorporate a "blog" subdirectory followed by the post title in the URL. This structure makes the blog section easily distinguishable and allows for concise and descriptive URLs for individual blog posts.Step Three: We Improve Crawling and IndexingWe also make sure that your site is being indexed properly so we know it’s being read and registered by search engines.To do this, we:Create and submit an XML Sitemap: This helps search engine bots understand the structure of your website and index it accordingly.Check your Robots.txt: We check to make sure your robots.txt is not blocking search engines from indexing important pages.Implement Schema markup: Schema markup is structured data. By implementing it on your site, we help search engines understand your pages better.Step Four: We Monitor Your Site Performance SEO is an ongoing process, and your winery likely has many moving parts in terms of content, web, and design development.At Cove:We will help guarantee that changes to your site (design and content) are set up without creating new technical SEO issues. We will help keep your site updated and competitive as search engines update their algorithms. If you’re interested in having your site audited to look for architectural navigational errors, contact us. Or, keep reading to learn how we help all types of wineries see an increase in rankings and sales by developing a winning content strategy, creating link-building opportunities, and optimizing their local pages for local search.Improve Your Local Winery’s Sales with Local SEOLocal SEO is a major aspect of your winery’s business. Local search queries are almost always high-buying intent – with prospective customers looking for products within their area. We’ve helped several wineries improve their local visibility. Below we cover just some of the strategies we use to get this done.Google My Business OptimizationWe will optimize your winery's Google My Business (GMB) profile, ensuring accurate and consistent information such as name, address, phone number, and operating hours. We will also optimize the description, select appropriate categories, and upload appealing images to improve the visibility of the GMB listing in local search results.Doing this – and remaining active on your GMB listing – can help your winery move up in local Google search results. Plus, ensure your business information is also in all relevant local citations and directory listingsIn addition to setting up your Google business profile, we will build and optimize local citations and directory listings for your winery across relevant platforms. We will ensure consistent and accurate NAP (name, address, phone number) information is provided, helping search engines associate the winery with its specific location.Location-Specific Content OptimizationWe will also optimize your winery's website content, including landing pages, blog posts, and event listings, with location-specific keywords, such as “san diego wineries.” We make sure these local pages are optimized using content optimization tools, along with the best practices of on-page SEO, including keywords in headings and meta descriptions.We will also ensure that the website contains relevant information about the winery's local area, such as nearby attractions, events, and travel tips, to appeal to local visitors and enhance local relevance.Implement Schema MarkupImplementing schema markup on your winery's website helps search engines understand the specific details of the business, such as location, contact information, opening hours, and customer reviews. This markup enhances the website's visibility and appearance in search engine results, including local search features like rich snippets, maps, and reviews.Focus on Local Links/Citation BuildingIn addition to the link-building efforts we listed above, we can also develop a local link-building strategy to acquire high-quality backlinks from local businesses, winery associations, tourism websites, and other relevant local sources. These links help establish the winery's authority and improve its visibility in local search results.Some of the local link-building strategies we’ve used with past clients:Get their winery added to local business directories: This helps build local citations and improves your winery's visibility in local search results.Publish local media and press releases: We developed relationships with local journalists, bloggers, and media outlets. This lets us publish press releases about new wine releases, winery events, or notable achievements (such as winning awards and wine tastings). If your winery gets featured in local news articles or press releases, it can result in valuable backlinks and increased exposure.Collaborate with food bloggers and restaurants: We’ve also forged partnerships with food bloggers, culinary influencers, and local restaurants. For example, your winery can offer wine pairings for their recipes or collaborate on food and wine-related content or exclusive, invite-only tastings in your tasting room. This cross-over results in mutual promotion, cross-linking, and increased visibility for both parties.By implementing these strategies, we can help a winery improve its local search engine rankings, attract local customers, and increase foot traffic to the winery's physical location.Developing a Content Strategy (with a Focus on Conversions)The number one mistake we see wineries make when developing an eCommerce content strategy is focusing on increasing traffic, not on increasing sales. But when you focus on increasing traffic, you spend significant time and money on strategies that may or may not bring you any extra revenue.At Cove, we develop content strategies for wineries with a focus on generating conversions. Here’s how.First, we work with your team to understand your target audience. We want to know who your best customers are. We want to know how they find your winery and what they love about your service and product. Then we come up with content ideas. We take the information we learned from your team and come up with topics. For example, if we learn most of your customer base came from people wanting to learn more about wine, then we’d come up with buyer’s guides to help that target that audience. If, on the other hand, most of your customers are actually already very knowledgeable about wine and were more looking for deals, then we’d come up with topics around finding specific wine brands at the best price.Then we find corresponding keywords. We find high-intent, buying keywords that correspond to the topics we came up with. These are keywords that are much more likely to find you new customers. Here are some examples of high-buying intent keywords for a winery. Keep in mind these are hypotheticals, and the keywords we find for your winery will depend on your business model and target audience.Best type keywords, including “best price for Riesling,” “best organic wines,” “best wine subscription services,” “best low calorie wine,” etc. Alternative type keywords, including “best alternatives to moscato,” “best alternatives to expensive wine,” and “alternatives to merlot.”Comparison keywords, including “Riesling vs Chardonnay,” “Merlot vs Pinot Noir,” etc.How to / educational posts, such as “Where to buy affordable wine,” “How to get into wine,” “How much to spend on wine,” and “How to save money on wine.”Local keywords (if your winery has a local component), such as “best wineries in [city name]”, “best merlot in [city name],” “where to buy wine in [city name], etc.Producing Authorative and SEO-Rich ContentAnother big challenge for wineries is writing highly authoritative content that represents their industry and business while still being optimized to rank in search engines.Usually, wineries take one of two approaches:Approach #1: They use an in-house team to write content. The problem is two-fold. First, their in-house team is usually stuck juggling other content and marketing tasks, so they can’t write content fast enough to see growth. Second, their in-house team isn’t writing with an SEO-led strategy. So while they’re writing informative content about wine, it isn’t ranking in the SERP (search engine results pages). And if a piece of content doesn’t rank, it can’t convert. Approach #2: They outsource content writing to an agency or contractors. The problem here is that outside writers don’t know your company and niche. They may have a basic understanding of SEO, but they’ll turn in content your editors need to spend a lot of time editing and revising.At Cove, we solve this problem in two ways.First, we find writers with experience in your space. We use content writers who have written for businesses like yours before. This makes it easier for them to understand your products, business model, and messaging.Second, we use an interview-backed research process. Once we have our topics, we talk to members of your winery team to get the most helpful information about the topic. With this interview-backed process, we can produce highly optimized content that follows the best practices in on-page SEO while making sure that content accurately reflects your winery’s core products and services.Linkbuilding (Outreach + Campaigns)Wineries have a lot of great opportunities when it comes to linkbuilding, thanks to the broadness of the winery niche and its global appeal.Here are some of the strategies we’ve used before to increase link building for wineries.Reach out to wine associations and organizations: Join relevant wine associations, organizations, and industry groups. Many of these associations have websites with member directories or resource pages where you can get a link to your winery's website. Participating in industry events and networking opportunities can also lead to valuable link building opportunities.Guest blogging: Reach out to wine-related blogs, magazines, and websites and offer to write guest articles or contribute to their content. This allows you to showcase your expertise and include a link back to your winery's website in your author bio or within the content itself.Wine reviews and influencer collaborations: Send your wines to wine bloggers, influencers, and reviewers for consideration. Positive reviews or mentions can lead to backlinks to your website as they share their experiences or write about your wines.Winery events and sponsorships: Host or sponsor wine-related events, festivals, or charity fundraisers. Event websites or promotional materials often provide opportunities for sponsors to be featured with backlinks to their websites.Wine tourism and travel websites: Connect with travel websites that feature winery tours, wine trails, or wine tourism content. Request to be included in their listings or write informative pieces about wine tourism in your region with a link back to your winery.Social media engagement: Engage with wine enthusiasts, influencers, and wine-related communities on social media platforms. Meaningful interactions and sharing valuable content can lead to natural backlinks and increased visibility for your winery.Data-driven reports: We can do in-depth data-driven reports around wine, such as how it's consumed across the US. What states consume more wine than beer? Is white wine more popular than red? What’s the most an average person would spend on a glass of wine or an entire bottle?Next Steps: Get Started with the Best Winery SEO StrategiesAbove, we looked at how we have helped wineries with their SEO efforts. Specifically, how we tailor our SEO marketing strategies to get you both:improved site visibility, andincreased sales by targeting potential customersOur SEO strategies are comprehensive – starting with a full-site technical SEO audit. We also develop content strategies to help grow your site’s organic traffic and optimize your site for local search queries.For more information on our SEO services and how we can help your winery grow its business, reach out today.

Commerce7 has started to get really popular as a go-to eCommerce platform for many wineries today.As wineries build new sites on Commerce7 Storefront or integrate with their existing WordPress or Squarespace websites, the best way to improve online visibility and drive organic traffic to the store is by addressing the technical issues on the platform and implementing the best practices for SEO. However, there is a noticeable lack of resources and information regarding SEO for Commerce7 websites.In this guide, we will provide practical steps for doing SEO for wineries on Commerce7. We'll look into several platform-related technical SEO challenges and ways to address the issues, content strategy, and on-page optimization specifically suited for the wineries and Vineyards running on the Commerce7 platform.This guide will be useful for both new and established wineries looking to make the most of Commerce7’s features and improve their website's search engine rankings. By understanding and applying these SEO practices, wineries can enhance their online presence and attract more customers.Let's get started.

Over the past few years, we have executed full-service eCommerce growth for various companies in the manufacturing and industrial sectors –  from CNC machine manufacturers and robotics companies to players in automobile, aerospace, commercial water filtration, and beyond.A significant number of these companies have been around for a long time. Still, the abundance of opportunities many of these companies were missing out on due to a lack of effective SEO strategies was staggering.When we talked to our clients and prospects who reached out to us to inquire about our SEO services for manufacturing and industrial companies, we noticed a few recurring issues that were holding them back.Specifically:For many of these companies, SEO (search engine optimization) was an alien concept. Even though they may have heard of SEO, understanding how it could be strategically used for business growth was generally lacking.Many companies outsourced their website development and were largely unaware of whether SEO best practices were being followed. There was a disconnect in priorities, and as a result, technical SEO issues weren’t addressed.These companies struggled to create quality content. These companies either had in-house content teams who didn’t know how to write content that would rank organically for valuable keywords or they used external content writers who didn’t have a good understanding of technical nature of their products and services (thus they delivered subpar content that even if it ranked wouldn’t convert).They focused on the wrong things. SEO efforts focused solely on driving more organic traffic by chasing high search volume keywords. However, this strategy wasn't usually in sync with the broader objectives of: increased lead generation, increased sales, increased revenue.In this article, we'll guide you through a step-by-step process of how we handle SEO for manufacturing and industrial businesses at Cove. We'll specifically look into the key aspects of the SEO strategy we implement for our clients, including:Technical SEO: Finding and fixing technical SEO issues, optimizing site architecture for usability, and improving crawling and indexing.Keyword Research: Discovering and targeting the keywords with the highest buying intent to ensure that your content aligns with what your prospective customers are actively searching for.Content Strategy: Crafting a strategic content plan that drives traffic and fulfills user intent, ensuring that visitors find the answers and products they are looking for.On-Page SEO: Implementing on-page optimizations, including metadata, headings, and internal linking, to enhance the relevancy and structure of content.Link Building: Executing link-building strategies to build authority and boost your website’s rankings through acquiring high-quality, relevant backlinks.Local SEO: Ensuring local visibility and driving foot traffic by optimizing for local search queries for companies with multiple locations.Let's get started.Note: Contact us today to have a discussion over a call about your key metrics and how the right SEO strategy can help you increase them.Technical SEO for Manufacturing and Industrial CompaniesIn this section, we take a look at how we handle technical SEO for manufacturing and industrial companies, including:Conducting site auditsFixing technical SEO mistakes (such as broken links and duplicate content)Optimizing your site’s architectureMonitoring and reporting on site performanceWe Audit Your Entire WebsiteWe do an SEO audit first because it alerts us to any technical SEO issues that can be attributing to low site performance in the search engine rankings.In our experience, manufacturing and industrial companies often have significant opportunities unearthed during the SEO audit. This is because they’re usually outdated sites, and a lot of the development, web design, and content production has been handled by either:Internal teams who aren’t thinking in terms of SEO.External teams who again aren’t thinking in terms of SEO, or are operating under misguided and outdated SEO strategies.The issues often discovered in an audit include, but are not limited to:Broken linksDuplicate contentIncorrect canonical tagsMissing alt tagsSlow page speedOften just by fixing these issues, you’ll see a boost in your site’s performance.Curious on your site would score on an audit? You can request an SEO audit from Cove.Before working with us on a larger-scale SEO plan, some of our clients order a one-time audit. We will look over your site and provide a detailed audit, showing you what issues need to be fixed to improve your site’s performance.After seeing the details of the audit, plenty of clients choose to continue working with us, so we can fix these issues and improve site performance. How we do that is what we cover next.Fixing Technical Issues with the Right SEO ApproachYou can potentially see a boost in your current site’s performance just by fixing technical SEO issues discovered during the audit. And fixing these issues now is critical before you spend significant time and money in developing and implementing future SEO strategies and content strategies.Here are just some examples of common technical SEO issues and how they can be addressed.Broken links: We will identify and fix any broken links (404 errors) on your website. We will either redirect these links to the most relevant page or replace them with functioning links.Duplicate content: We will find duplicate content (which can confuse search engines and may lead to a drop in rankings) and fix the issue in one of several ways, including setting up 301 redirects, setting canonical tags, re-utilizing existing content, etc.Slow page speed: Page speed may or may not negatively affect rankings, but it definitely hurts conversions. We can fix your page speed by optimizing site images, compressing CSS, HTML, and javascript files, verifying your server response time, setting up a content delivery network (CDN), and more.Bad user experience for mobile users: We can ensure that your website is mobile-friendly, as Google uses mobile-first indexing.Missing meta tags: Check that all pages have unique and descriptive meta titles and descriptions. They should contain relevant keywords but not be keyword-stuffed.But remember, you want these issues fixed with an SEO-led approach that values conversions and fits within your overall strategy.For example, let’s look at how to fix broken links. On the surface, this might seem like a straightforward job. Find the broken link and then re-direct to a new article. But how do you choose which article to re-direct it to? What content on your site gets priority? Should it link to an existing article, or would it be better to write brand-new content instead?Some of these fixes require more effort than others, but are worth the extra time. How do you decide which is worth the effort or not?That’s the value of having a team of experienced SEO specialists working to fix your technical SEO issues.Another example is slow page speed. Yes, fixing your slow page speed is a good idea, but in our experience, this doesn’t impact rankings as much as it impacts conversions (because people may likely jump off a page vs. waiting for it to load).So if you have a page that isn’t ranking for its target keyword, then fixing your page speed won’t do anything to help with that. But if you have a page that’s ranking high, but isn’t converting as well as it ought to be, then improving the page speed can help.Figuring out what technical SEO issues to fix and in what order is something Cove can do for manufacturing and industrial companies.We Optimize Your Site ArchitectureSearch engines need to be able to efficiently read your site and categorize it – that way, they can recommend it to the right queries.When we optimize your site’s architecture, we look at:URL Structure: We’re looking for URLs that are not SEO-friendly. This includes URLs that are too long, too complicated, and don’t target a specific keyword. We take a look at an example of good URL structure below.Navigation: Your website should be aasy for search engines to navigate, with a clear and logical hierarchy. This helps users and search engine bots understand the structure of your site.Internal Linking: We will conduct an internal link audit, to make sure that your domain is distributing page authority throughout your website. And that you’re encouraging users to explore more content.An Example of Good URL StructureHere’s an example of how URL structure can be implemented for a manufacturing company. using a hypothetical company named "RoboArmTech" that specializes in manufacturing robotic arms:Homepage:https://www.roboarmtech.comLanding Pages:https://www.roboarmtech.com/industrial-robotic-armshttps://www.roboarmtech.com/automotive-robotic-armsLanding pages should include a keyword that describes the page. This could be a product category, a service, or a target industry.Product Pages:https://www.roboarmtech.com/industrial-robotic-arms/precision-serieshttps://www.roboarmtech.com/automotive-robotic-arms/heavy-duty-seriesProduct pages should be nested under the appropriate category. The product name itself should also be included in the URL.Blog Postshttps://www.roboarmtech.com/blog/how-to-choose-a-robotic-armhttps://www.roboarmtech.com/blog/maintenance-tips-for-robotic-armsBlog posts should be nested under a "/blog" directory. The title of the blog post (or a shortened version) can be included in the URL. The title should be hyphen-separated and use relevant keywords.Improving Crawling and IndexingWe also need to make sure that your site is being indexed properly, i.e., read and registered by search engines.To do this, we will:Create an XML Sitemap: Create and submit an XML sitemap to search engines. This helps search engine bots understand the structure of your website and index it accordingly.Check your Robots.txt: Check your robots.txt file to ensure it's not blocking search engines from indexing important pages.Implement Schema markup: Schema markup is structured data. This helps search engines understand your content better, potentially leading to better SERP (search engine results pages) presentation and higher click-through rates.We Monitor Your Site Post-Change and Report on PerformanceSEO is an ongoing process, and your manufacturing and industrial company likely has many moving parts in terms of content, web, and design development.You want to make sure your new content and design get implemented without creating any further technical SEO issues.Plus, search engines continually evolve their algorithms, so it's crucial to stay updated with the latest best practices and adjust your SEO strategy accordingly.If you’re interested in having your site audited to look for technical SEO errors, contact us. Or, keep reading to learn how we help manufacturing and industrial companies see an increase in rankings and sales by developing a winning content strategy, finding link-building opportunities, and optimizing their local pages for local search.Developing a Content Strategy to Bring in New ClientsThere are two common mistakes that manufacturing and industrial companies make when developing and implementing a content strategy.Mistake #1: Focusing on targeting keywords that bring in high traffic but not sales. This means they’re mainly focusing top of the funnel keywords that increase brand awareness. These keywords have their place, but you also want your content strategy to focus on keywords with high buying intent (bottom of the funnel keywords). As we discuss below, we recommend starting with these bottom of the funnel topics first. Mistake #2: Using content writers a) who don’t understand your specific niche or b) don’t understand SEO. If you’re using an in-house team of writers, you’re often stuck with good content that doesn’t rank. But if you find an outside team, you’re now stuck editing content that doesn’t understand your core products, services, and audience. Both of these methods are frustrating and can feel like a waste of time.Below, we look at how Cove fixes both mistakes.Fixing Mistake #1: Finding Keywords that Drive Traffic and SalesKeyword research for manufacturing and industrial companies can be a slightly different ballgame compared to other sectors, given the industry-specific language and niche audience.But the core principles remain the same: finding and utilizing the keywords your target audience uses to search for your products or services.The traditional approach to finding keywords is looking for high-volume / low-diifficulty keywords that help you increase brand awareness and site traffic. And ranking for those types of keywords does make sense at a certain point in your eCommerce content strategy.But first, you want to rank for high buying intent keywords. When you rank for these keywords, your content is going to give you a better ROI.At Cove, we find these valuable keywords by learning about your target audience. We want to know:Who you’re best customers areWhat issues were they experiencing that caused them to look for your servicesHow your company’s products and services solved those issuesAfter we have that information, we then go find high-intent keywords that correspond to those issues.Keep in mind, these high-intent buying keywords generally will have less volume, but the traffic you’re getting is going to be much more valuable. Plus, these keywords tend to be less competitive, which means your site will rank for them faster.Fixing Mistake #2: Writing Authoritative and Helpful Content that Will Rank and ConvertMost of the time, manufacturing and industrial companies we work with don’t have a full in-house content team. Rather, they have a few marketing specialists (usually including an editor/copywriter) who split the content marketing duties.When there is a push for more content, these companies hire freelance ecommerce writers.But the problem is that your internal team will spend a lot of time editing and revising this content, because it’s not written by writers who understand your core products and services.Manufacturing and industrial topics are not trivial – they’re advanced, involving topics such as robotics, aerospace manufacturing, commercial water filtrating, and more.We fix this issue with a two-pronged method.We use writers who are familiar with your space. We find experienced content writers who have written about products and services like yours. This helps cut down on the learning curve, as they’re familiar with your specific language, jargon, and audience.We interview your team to better inform our pieces. Depending on the exact topic, we can interview your sales managers, your product managers, your marketers, etc. They can give us a critical insider point-of-view which will help us write accurate and authoritative content.Plus, Our Content is Optimized to RankContent can’t just be informative. It also has to rank high in the Google search results for its target keyword so that it can convert.When we write content for eCommerce, we make sure it follows the best practices of on-page SEO, including prominent keyword placement, headers, alt tags, and meta descriptions.We also use a content optimization tool to make sure the content we’ve written is more likely to rank on the first page of Google and other search engines.Link Building for Manufacturing and Industrial CompaniesThe main challenge for link building for manufacturing and industrial companies is how niche the industry is.But at Cove, here’s how we’ve helped our clients with link building in the past.We’ve created high-quality, shareable content: We can ideate topics around your specific niche that are designed to get backlinks from reputable media publishers and news organizations. This could involve complex topics broken down in simple terms, comprehensive guides, industry trends, or data-driven insights (i.e. surveys and polls).We’ve reached out to industry directories: We look for directories specific to your industry where you can list your business. This not only helps with backlinks but can also increase your visibility to potential customers.We look for guest blogging opportunities: We will source industry-related blogs or online publications where we could contribute an article. This helps build your brand’s awareness, while also increasing your backlink profile.Remember, when it comes to link building, the focus should always be on quality, not quantity. A few links from high-authority, relevant websites are far more valuable than lots of links from low-quality, unrelated sites.At Cove, we also make sure that our link building efforts are always ethical - we avoid buying links or engaging in link schemes, as these can lead to penalties in search engines rankings.Local SEO to Increase Local SalesSome of our past clients in the manufacturing and industrial space also had a local presence. This included local customer base, local showrooms, local distributors and retailers, and local service areas.For these clients, we optimized the local pages on their manufacturing website and also their local business listing on profiles like Google My Business.By doing this, we increase their rankings within local search. Local search queries tend to be very valuable, as when someone looks for a business locally, they’re already at the bottom of the funnel.Our approach will vary based on your specific business needs, but here are some of the local SEO strategies we put into place for past clients.Updating and maintaining their Google My Business account: This is the first step in local SEO. We ensure your business is listed, the your information is accurate (like address, phone number, business hours), and it's categorized correctly. We also make sure that someone is responding to your page’s reviews and making regular posts and updates about the business.Strategically placing local keywords: On your site’s local pages, we make sure we  include geographic keywords in your website's meta tags, headers, and content. For example, if you're a robotic arm manufacturer based in Chicago, you could use keywords like "robotic arm manufacturer in Chicago."Putting your business in local listings and directories: We find all local listing and directories where we can list your business.Local link building: We help you engage with local communities and businesses. This can mean finding local events you can sponsor or partnering with local businesses. Both of these efforts hep you get valuable backlinks.Next Steps in Your Manufacturing and Industrial SEO StrategyAbove we looked at how we have helped manafucaturing and industrial companies implement successful SEO and digital marketing strategies. This includes:Finding and fixing technical SEO concernsDeveloping and implementing an ROI-focused content strategyIdeating and rolling out link-building campaignsOptimizing their website for local SEO.To get started on your specific SEO strategy, contact us today.

We work with a lot of eCommerce companies that have migrated to Shopify from platforms like WooCommerce and Magento. Before they migrated to Shopify, these companies usually operated a WordPress blog on the same domain as their main store.A recurring issue we've observed with these companies is that they neglect to consider the impact of migrating to Shopify on their existing blog structure until they reach the latter stages of the process. It's during the last stages they realize that the constraints of the Shopify platform do not allow them to use the old WordPress blog URLs.This issue introduces a host of additional challenges for eCommerce businesses that heavily invest in content. Many content writers who have grown accustomed to WordPress often find managing content on Shopify difficult and time-consuming. To preserve the SEO value of the blog after moving to Shopify, you must create redirects for all the URLs on the blog and update all internal links to avoid redirects on internal links.To address some of these issues, many companies continue using WordPress for their blog by migrating it to a sub-domain, separate from their main Shopify store. However, this change often leads to a decline in traffic and rankings of not just the articles on the blog but also the category and collections pages in the main store. 

Our approach to eCommerce SEO Strategy at Cove has always been about generating more sales and revenue from organic traffic (not just pageviews). We identify the most valuable keywords that your ideal customers are searching for. Then, we create or improve content for products, product categories, collections, and article pages to rank for these keywords.During my career as an in-house SEO working with agencies and as a consultant advising other companies, I’ve learned that many agencies and eCommerce marketers struggle to achieve SEO results that drive business growth. Specially: They don’t focus on category and product pages because they think they can’t rank above Amazon, Walmart, Target, Home Depot, and other eCommerce giants.They do not know how to prioritize and work with limited development resources when solving technical SEO issues.They produce a lot of articles on the blog that drive traffic but don’t see meaningful increases in new customer acquisition, sales, and revenue.Unlike other channels like performance marketing or email, where you don’t have to wait for results, SEO takes time and can be unpredictable. So, if you really want to generate ROI from SEO, these are the common problems your eCommerce SEO strategy should address.In this article, we explain why these problems are so common among eCommerce businesses that try to do SEO. And then, we walk through a 6-step process to create an eCommerce SEO strategy that solves these problems based on the process we use at our agency. 

Towards the end of November and early December, a considerable uptick in indexed pages caught our attention on several Shopify brands we work with. To provide some perspective, one of our client accounts experienced a surge in indexed pages from just 100 to over 500k in a month.Most of the spam URLs had these structures-yourstore.com/collections/vendors/?q=yourstore.com/wpm@yourstore.com/web-pixel-manager@This sudden growth in the number of unnatural pages highlighted several concerns on our clients’ Shopify websites:The number of new crawled and indexed pages increased by hundreds of thousands daily.The resulting index bloat slowed the indexing of new products, collections, and blog pages.The sites experienced a decline in traffic and rankings for many non-brand keywords.We found numerous other Shopify store owners, including those with experienced developers, struggle to find clear guidance on the right solution.There were several recommendations from different users in the Shopify Community, like redirecting spammy pages to the homepage, altering page titles to “Not Found,” utilizing robots.txt to block pages, generating 404 responses, and submitting removal requests via Google Search Console, modifying meta robot tags, etc.Shopify addressed the issue by inserting “noindex, nofollow” into the robots meta tags of URLs sharing the same path as spammy URLs. However, this solution proved less effective when the robots.txt file was set up to prevent Google’s crawlers from accessing these pages.As a result, many Shopify websites had to deal with the surge in indexed pages for months.

In our experience managing eCommerce content writing strategy across various clients, we’ve seen three critical problems with the typical approach to content marketing:They hire any available freelance writers — even if they don’t have industry experience or background in eCommerce content writing — and spend a lot of time editing and publishing mediocre articles.They focus more on keywords with high search volumes to increase traffic.They never achieve first-page rankings for valuable keywords or see real success (actual sales and ROI) from content.If you are looking to improve your eCommerce content writing operations — or you want to hire an eCommerce content writing service — this article will teach you how to avoid the mistakes above and write content that gets results. Specifically, we share-Solutions to the three common eCommerce content writing pitfalls above.Tips for writing successful content for eCommerce websites — how to determine which types of content to produce at different stages of the purchase funnel and what to consider when researching, outlining, and drafting content.  Ways to improve content quality and workflows — across your internal teams and when using freelance eCommerce content writers.First, let’s start by covering the biggest issues with how most eCommerce businesses and writers approach eCommerce content writing.You can also work with our agency to plan and execute content strategy for your eCommerce business. Get in touch with us to discuss how we can drive more revenue to your store!Problem 1: Hiring freelance writers without background or expertise in your space Many eCommerce businesses offload content writing to freelancers to save internal resources — whether they want to forego hiring in-house writers or have jam-packed content plans and need outside help. However, the problem many teams have is finding high-quality, reliable freelance writers. They might be able to find somebody who’s available, offers affordable rates, and has years of experience — but they might not have expertise in eCommerce writing or knowledge about a brand’s specific products or services. Just because a writer is a good writer doesn’t mean they’re experts in every niche category. In these cases, writers require a lot of upfront training, or editors usually end up stuck with content that requires a lot of reworking. So, by the end, there isn’t much of a time savings — and if you cut corners, you’re publishing low-quality content that isn’t the best reflection of your brand or products (which is more or less a waste of your investment because content won’t perform well or drive sales). The solution is to source freelancers whose writing backgrounds align with your business offerings and content needs. Look for writers who: Have worked with other eCommerce brands — this means they probably have some knowledge of SEO and copywriting under their belt and will be able to tackle blog writing and draft website landing pages. Alternatively, have written for a variety of brands (in general) — this means they’re likely adaptable and able to adjust content writing strategies quickly. Have written about products or services that relate to yours — even if a prospective writer has never written for another eCommerce brand, if they have experience creating content about topics, products, or services that relate to what you offer, they’ll likely be able to catch on without roadblocks. For example, if you’re looking for freelancers to produce content for an online skincare brand, writers who have written for other beauty blogs would be good candidates. Even if you’re careful about writer selection, you should still provide freelancers with ample resources to learn about: your business, brand voice, offerings, unique selling points, target audiences, customer needs, competitors, digital marketing strategies, and any other information that’s relevant to represent your brand accurately (and effectively). They can do a deep dive into your brand background before working with you, then reference these resources as they go.  If possible, have writers interview members of your organization — for example, your customer experience team or product designers — to learn about your customer base, understand why potential customers show interest in your brand, and gather ideas on how to sell your products across audiences (or record interviews so writers can review them during onboarding). Being choosier about who you contract and supplying clear training resources for new writers is the best way to build a well-oiled writing team that can strategically sell your brand and engage with target audiences. Problem 2: Publishing content about any seemingly-related topic to “build out website content” & drive traffic When eCommerce brands come to us because they don’t see ROI from website content, we look at the content on their website and the keywords they target and appear for in search engine rankings. Content quality is an issue in and of itself (which we’ll talk more about below). But more often than not, we see that brands aren’t very strategic in their approach to keyword research or content optimization. Instead, the strategy is typically to cast the widest net — a.k.a. Target any high-traffic keyword relatable to their brand — to get in front of as many potential customers as possible. Therefore, many teams put too much emphasis on “brand awareness” and increasing website visitors, so they look for popular category keywords… and end up overlooking valuable buying-intent keywords. This is the difference between targeting top-of-funnel keywords vs. bottom-of-funnel opportunities — you don’t have to educate searchers through the entire sales process. When pageviews are the most important performance metric, driving conversions from content becomes more of an afterthought (and doesn’t feel like an issue until you report on the actual results of content and how it contributes to revenue generation). But there are two primary goals of investing in content marketing, and you have to focus on both sides of the coin to see ROI: Drive brand awareness and establish your online presence to build authority in your industry and attract new website visitors, andCreate conversion-focused website content tailored to search intent and leads to sales.If your only goal is to insert your name in every relevant conversation, you’ll miss out on the ones most important to your business — with the readers actively interested in your offerings and about to make a purchase. To see real results from content, you should:create a strong content plan of the keywords that make sense for your brand plan and prioritize high-buying-intent keywords, andput in the research to create unique content that hits on relevant topics and portrays your brand offerings in the best way to different target audiences.We’ll talk more about how to execute this keyword research and content creation below. Before we do, let’s talk about the last issue we see eCommerce brands experience when building out website content — poor rankings.    Problem 3: Not seeing rankings or results from new content The only way to consistently see results from website content is to earn top rankings in search engine results. Otherwise, website content will only perform for you as long as you invest resources in promoting it. However, you can’t achieve page-one rankings without on-page SEO strategies — and it’s very rare for all content writers to have this background or know SEO best practices. As a result, business owners publish un-optimized content that never ranks. Or, teams have to perform an extra edit on content edit before it’s published, and the process of optimizing content usually falls on one or two people, which can create stress and cause delays.The best way to mitigate this issue is to adopt a content optimization tool that shows writers how to produce SEO-friendly content within their existing workflows. Writers can use these tools to guide content creation (research, outlining, drafting, and optimizing content), and most solutions are very intuitive, designed to “decode” SEO, so all of your writers can easily optimize content as they build outlines and drafts. There are several content optimization software you can try, including Clearscope, MarketMuse, and Surfer. Making the extra investment in content optimization software has several benefits and allows you to see better results from content:   You can ensure all new content is optimized for target keywords and checks all of the boxes to perform well in organic search results from the get-go. There’s no need for an extra edit; then, you can shift gears and think of ways to promote content.You can see what topics writers are working on by checking the status of content reports. Most solutions have shareable reports so you can unify internal teams and freelancers to manage everybody in one hub.You can look back at previous reports and create a content inventory to monitor what already exists on your site; this helps you avoid duplicate content and plan new website content. Of course, technical SEO and website health play a role in search engine performance: it’s a good idea to perform a technical audit and address any issues that could impact your site (e.g., broken links, slow load times, confusing URL structure). However, these audits are typically done by a technical SEO expert periodically. Each piece of content you produce requires on-page optimization — finding a solution that you can roll out across your writing team is the best way to manage SEO on a piece-by-piece basis. How to Write High-Quality Content for eCommerce Sites Now that we’ve covered the things to avoid when assembling your writing team and delving into eCommerce content creation, let's walk through our content marketing strategy to identify valuable keywords and create high-quality eCommerce content.   1. Use a mix of brand awareness and buying-intent keywords in your content plan Remember problem #2 — focusing on brand awareness isn’t bad but it isn’t the only goal. You need to target opportunities that will put you in front of readers actively interested in what you offer. Then you see results from content much sooner. For example, if you sell workout and wellness supplements, you should target keywords that directly relate to your products: “plant-based protein powder,” “creatine for women,” and “best liquid vitamins.”It doesn’t hurt to also target keywords like “how to get rid of sore muscles” because you have valuable information to offer those readers, and they might be interested in making a purchase with your brand; those keywords just don’t indicate as much buying potential as brand, product, or service-specific keywords. Here are a few other examples of types of keywords that show buying intent: Product or service keywords — these are usually pretty easy to figure out; they’re the exact terms somebody would use to search for a product or service you offer. Re: “plant-based protein powder” and other examples above. Brand-specific keywords — somebody is searching your (or a competitor’s) brand name and wants to learn more - see what you offer, read product reviews, and check user feedback. For example, “GNC online store.” Keywords that mention a competitor name + “alternative” or “competitor” — these indicate that somebody knows about a competitor in your industry and wants an alternative solution. For example, “Vitamin Shoppe competitors.” “Vs.” keywords — Brand #1 vs. Brand #2 — these expand upon the idea above; the user is researching two competitors and looking to make a purchase. You can look for “vs.” keywords that mention your brand or find ones that mention competitors and determine how to join the conversation. For example, “GNC vs. Vitamin Shoppe” or “Vitamin World vs. Vitamin Shoppe.” Long-tail keywords that mention a problem or task your products or services solve — think about your customers’ pains and why they buy your products/do business with your brand. If we consider our example workout and wellness brand: targeting a keyword like “how to choose a protein powder” would make sense because they could educate readers on how to compare products and present a solution to their problem (their protein powder).  Then you can sprinkle in other types of content to generate brand awareness or build topical authority: write blog posts around industry topics or current events, create a testimonials page or write case studies for your website, and create content for your social media channels. Let’s briefly discuss our client Posterjack, an eCommerce photo printing brand. They offer custom prints (in several styles and formats), wall art, frames, and personalized items like photo books, mugs, stickers, and cards — but their primary offering is custom photo printing and frames. When they came to us, they already had existing website content, but it wasn’t ranking well, so we split our attention between optimizing old content and building new content around high-buying-intent keywords. Our approach was to research keywords around custom photo printing services. Still, we also wanted to find opportunities to sell Posterjack’s frames and personalized products, so we looked for additional keywords that could introduce Posterjack to wider audiences. Here are some of the keywords we found and targeted with blog content: Best canvas print services Best places to print large photosWhere to print out panoramic photosPrinting Etsy digital downloadsFather’s Day gift ideas Valentine’s Day photo book ideasHow big can I print my photo?Photo frame size chart 2. Determine the content strategy for each keyword on your plan There are plenty of avenues to build content on your eCommerce site, including: Product and category pagesAn FAQs page (and other “About Us” type pages)A reviews pageCoupons and discount pagesBlog content And it’s safe to say you already have a good deal of content already published. So the first step is to look at your list of keywords and determine: If you can re-optimize existing web pages to target new keywords — you can follow our tips on writing high-quality content to determine how to update existing web pages.  Where it makes sense to create new content. Then, when creating content, the first step is to determine the type of website content to build and the goal of each content piece. For a product-specific keyword, you could create a category page that links to your brand’s popular products in that category. Or, for a “Vs.” keyword, you could create a website page that compares your brand to competitors. You can create (or re-optimize) a “Deals” page to rank for high-converting, brand-specific keywords (e.g., “GNC online discounts”). You can also leverage your site’s blog to build content for virtually any keyword you want to slot in your content plan. The best way to make this judgment call is to perform SERP research and see what Google is already ranking: what sites do you see, what is the search intent, and how are competitors targeting the keyword?3. Develop your content’s unique angle and positioning Now, you want to brainstorm your approach to each content piece. You can do this by: Performing research to understand search intent — what is the end goal of the Googler? Comparing competitor content — what do others say, and how can you deliver something original that engages customers? Determining your solution for readers — what product(s) should you promote, or what information do you want to convey?This last step is arguably the most important because it ties your brand to the readers — think about:What products, services, or solutions does this customer want?What does your brand offer that meets readers’ needs?How could readers use your products (or offerings) to achieve their goals?Why is your solution the best option for readers? Then you can start outlining website content. If you’re designing a product page, you can draft product descriptions, list the main features/benefits, and decide on additional sections to include (like size or cleaning guides). If you’re drafting a “vs.” or “alternatives” guide, you can flesh out the criteria to cover in your brand reviews. If writing a blog post on how to accomplish a particular task, you can hone in on the recommended steps.You can begin writing once you have a clear idea of your strategy and approach for each keyword. If you’re passing content off to a writer for the next steps, ensure they have enough background (about your brand and the goal of the content piece) to prevent confusion and heavy edits later down the line. 4. Write value-driven, SEO-friendly content tailored to readers’ goals It’d be easy to say, “Just write high-quality content!” But we all know it’s not that simple — to produce content that converts, writers need to understand the audience and intent of their search, the main idea of the content, your brand’s competitive advantages, and your angle to engage with prospective customers. Here are a few tips for writers to remember: Demonstrate clear value to readers early on to create interest in your solution and keep readers on your site. Use clear, scannable outlines so readers can easily gather key takeaways from content. On that note — convey the main talking points or benefits in headings so they stand out. Ensure content offers readers real benefits (and don’t just stuff content with any relevant detail). It should provide clear information, give realistic advice, suggest products readers would be interested in, and deliver helpful insights for shoppers. For example, when writing a product page for an eCommerce clothing brand, writers should list the care instructions. On the flip side, if writers were creating a blog post about shopping for jeans online, they could provide helpful advice about taking measurements and comparing size guides while plugging products.  Write content with conversions in mind. You want to appeal to readers while also presenting your solution. You shouldn’t be overly pushy or salesy, but you want to tie the content back to your products and services where it feels logical and natural. Use content optimization software to guide the SEO side of website writing — this ensures your content is set up to perform well in search engines without the need to learn every SEO strategy or guess if content meets all the important requirements. Then, once content is live on your site, you can employ strategies to promote it:Run paid ads (via Google or Bing) to get your content at the top of search results and drive traffic. Share your content on social media. Determine ways to repurpose content for new projects. For example, if you published a product review guide, you could repurpose it to create YouTube content with videos of customer testimonials.Establish link-building relationships and build backlinks to content. Work with partner sites and media agencies to syndicate content.  Bonus: Don’t forget about other content marketing strategies We’ve already mentioned a few ways eCommerce companies can promote website content, but there are also other strategies to attract new customers and improve customer retention via content marketing.Invest in email marketing and stay in contact with customers via email newsletters. Your writing team can use these to promote new products, sales and promotions, upcoming events, and more. Get active on social media. Yes, social channels are helpful to promote content and post updates, but a lot of marketing teams leverage these to establish (or revamp) their brand personality and connect with target customers. We all know the importance of social media in today’s digital age, so it should go without saying that having a strong online presence and investing in social media marketing can prove advantageous.Fill in your Google Business Listing and respond to customer questions — you can also share updates (say, if you want to promote content) and include extra information about your brand. This can help your performance in Google search results, too. Optimize your Amazon listings (if you have an Amazon storefront) for product or category-related keywords so you appear for those searches. This won’t necessarily improve your website performance, but it’s an effective way to use your content marketing skills to boost online business. Best Practices to Improve eCommerce Content Writing Workflows Now that we’ve touched on what to avoid and our strategies to write successful eCommerce content, let’s finish with a few tips to improve your content writing workflows and keep website content working in the long term. First, as we mentioned earlier, using content optimization software to guide and streamline your writing processes is helpful. Most of these solutions have keyword research tools and features to guide writers as they research topics, build outlines, and draft content — so you can accomplish a lot under one roof. Plus, you can use these tools to improve collaboration and manage writers (internal teams or freelancers): you can see what everybody is working on and reference past content to provide feedback and plan future keywords.  You should also have clear and consistent processes for your writing team. Then, everybody has the resources and know-how to produce high-quality content that meets your requirements. This makes editors' and content managers’ lives easier because everybody follows the same steps while writing content — there are no questions about the research process or if content is optimized for SEO. Remember: it helps to supply new writers with the training resources we talked about earlier so they can learn how to write about your brand and offerings. Then, after content is published, you should report on the performance of each content piece (web page) so you can make improvements to what isn’t working and double down on what does. We recommend monitoring: Website traffic — also look at traffic sources to see where visitors are coming from (paid ads, organic search, referral links) and view traffic by URL to see which web pages are most popular. Where content ranks in organic search results — you can build custom rank trackers to see where your website ranks for specific keywords and track movement in SERPs. Conversions from content — you can also calculate conversion rates for specific content pieces so you know which types of content are most successful.    There are a variety of SEO tools you can use for this research, including Google Analytics, Google Search Console, Ahrefs, and Semrush. Then, you have the data to guide future content marketing strategies and troubleshoot problem web pages. For example, suppose you see a particular product page with a high number of pageviews that doesn’t convert or drive sales. In that case, you can examine the page content to determine the disconnect — why isn’t it hooking or engaging potential buyers? Then you can make more insightful decisions during the update: edit the product description so it’s more engaging or easier to read, update page headings to clearly illustrate feature benefits, or add extra details about products that readers might want to know before purchasing. Monitoring content also means you can strategically plan updates to prevent rankings or traffic from slipping. All content requires updates to remain relevant and competitive, but timing updates are more or less a guessing game if you don’t keep tabs on performance. If you see rankings for a particular web page decline or traffic slow, you can look into the cause and potentially slot the content into your schedule for a refresh.    Get Started Our team is available to manage your content marketing strategies. We’re a full-service agency that offers: Website research and design — we can design your entire site, including home pages, product pages, navigation, blog content, landing pages and more. Development and maintenance — we have experience in Adobe Commerce (Magento), BigCommerce, Shopify, WooCommerce and custom eCommerce sites. We manage headless development and site migrations as well.   Marketing strategy — after we meet to understand your big-picture goals, we develop plans to build your website presence, improve social media marketing, manage email marketing, and more. We can handle everything from keyword research to content writing and search engine optimization.  You can choose exactly how and where you need our support, and our team can fill in the gaps. Schedule a consultation with us to talk about your current challenges and where you want to improve. 

Most SEO-focused eCommerce content strategies prioritize targeting high search volume, low difficulty keywords to generate more organic traffic. But this approach often fails to generate product sales or acquire new customers.Instead of focusing on increasing traffic to your site, your eCommerce content strategy should focus on addressing your customer's needs and how your product can solve their problems.That’s why we recommend filtering every piece of your content strategy (whether it’s a blog post or a product page) through this question: how does this piece of content reach my target customer at the buying stage of their journey? When your eCommerce content marketing strategies target your customers at the buying stage of their journey, you’re much more likely to get a conversion.In this article, we’ll look at how you can develop an eCommerce content strategy that will help your site convert more. We look at ways to improve your blog, your product pages, and landing pages. Specifically, we cover:How to write content for your eCommerce blog that generates conversionsHow to structure and optimize product and category pages to rank above sites like Amazon, Walmart, and eBayHow to use user-generated content on your product pagesHow to use interactive content (quizzes, calculators, etc) to increase conversionsBy following the methods we outline below, you will see an increase in not just traffic but in conversions (whether that means purchases, sign-ups, or new email subscribers).Want to learn more about a custom content strategy that will drive conversions to your eCommerce site? Contact us.Step 1: Target Bottom of Funnel Content for Your eCommerce BlogAs we said above, your goal shouldn’t be to get views, your goal should be to get conversions. When you change that part of your mindset, your entire content marketing strategy changes.Traditionally, eCommerce SEO blog strategies had writing and publishing top-of-the-funnel blog content (to build credibility within your niche).For example, if you were an eCommerce site that sold coffee makers, then your blog would consist of articles about “lattes vs. cappuccino” or  “the difference between blonde roast and dark roast.”These are top-of-the-funnel topics. They relate to your industry, but that’s it – they don’t relate to someone buying one of your coffee makers.Instead, your eCommerce content strategy should focus on high-intent, bottom-of-the-funnel (BOFU) keywords.BOFU keywords are generally:Lower-volume keywords, but the audience you’re getting is much more targeted.Less competitive, so they’re easier to rank for.So, instead of writing about the differences between types of coffee beans, you will write a buyer’s guide for coffee makers within your customer’s price range, i.e., “the best coffee maker under $50.”Let’s look at some real examples below from content strategies we developed for our clients.One of our clients is Tokyo Portfolio, a website for finding retail properties in Japan.A traditional content strategy would have this blog targeting top-of-the-funnel content to increase traffic and become an authority within their niche (living in Japan). This means they’d be targeting high-volume keywords such as:“Things to do in tokyo” – which has an estimated global keyword volume of 37k.And “cost of living in tokyo,” which has an estimated global volume of 1.5k.But there are much more profitable keywords for this site. The above keywords are too high up the funnel to be considered “buying keywords.”  Yes, someone googling either of those keywords could potentially be interested in moving to Japan down the line, but they still have a while to go in their buyer’s journey.Here are a few keywords we chose to target.First, “how to move to japan permanently.”Notice the global volume shrinks to 250, but the intent is much more aligned with our client’s company. It doesn’t matter that you’re getting less traffic to your post – because the traffic you’re getting is much more valuable.Here’s another keyword we targeted for this client – “tokyo real estate investment.”Once you get through all of your bottom-of-the-funnel keywords, you can slowly work your way up the funnel to middle-of-the-funnel (MOFU) and top-of-the-funnel (TOFU) content.For example, let’s look at the keyword “living in tokyo.” This isn’t as bottom-of-the-funnel as “how to move to japan permanently” and “tokyo real estate investment.” The search is broad enough that it shows the customer is potentially still at the beginning stages of their journey.But there’s some overlap between this keyword and the target audience of our client (people looking to buy property in Japan). Given its possible intent, and low keyword difficulty, we’d place this keyword later on in the content schedule after we’ve already written a blog post for every bottom-of-the-funnel, high-intent keyword.In summary, here’s how you want to develop your content creation strategy.First, target bottom of the funnel keywords. These are the revenue-increasing keywords in your content strategy. They’re more likely to convert readers into new customers. They are generally lower-volume keywords, which means you can potentially rank for them faster and see results sooner rather than later.   Second, target middle-of-the-funnel keywords second. As you move up the funnel, you’ll still find valuable conversion-driven keywords, but the intent is going to be more mixed, so while your traffic will increase and you will get conversions, you’ll generally see fewer conversions from this content overall.   Finally, target top-of-the-funnel keywords last. You still want to write TOFU content. Find TOFU keywords that are most relevant to your industry. Keep in mind these keywords are generally more competitive, so they’ll take longer to rank for.But now that you have an established blog in your niche, you can potentially rank for them faster. When you do, you’ll see a big spike in traffic, and while your conversion rate will be much lower, you’ll still get a few conversions from this new content each month.For example, say a TOFU blog post gets you 5,000 views a month, and you get a conversion rate of .005%. That’s 25 conversions a month.By following this outline for your content strategy, you will see:An increase in sales throughout the entire length of your content marketing efforts, with the biggest wins coming earlier.An increase in traffic. While you’re targeting bottom-of-the-funnel keywords, which often have less volume, you’re still going to see a spike in traffic.An increase in backlinks. As you write informative, high-quality, in-depth content, other sites will link to your content. This helps you build trust with search engines, showing that your content is worth promoting.Tips for Finding Bottom of the Funnel KeywordsWhen you’re creating your content strategy, you’ll need to do keyword research to find the best topics. You can do this using keyword research tools (like Ahrefs and SEMRush)and looking at other eCommerce store’s to see what they’re ranking for.You can also look at the internal data of your company – what do potential buyers tell you is most important to them? What do your paying customers say they need the most? What do your product reviews constantly highlight when it comes to a) why they were looking for your product and b) how your product helped them solve their underlying pain points.But remember you want to filter all possible content ideas through the question of whether or not it’s going to target your customers who are closest to the buying stage in their customer journey.Here are some tips for finding the right BOFU keywords to create an effective content strategy.Think of buyer's guides. What specific products are you selling, and how would a buyer’s guide be beneficial? For example, if you were an eCommerce mattress company, you could create buyer’s guides around the best mattresses for back sleepers, stomach sleepers, side sleepers, sleepers with back pain, etc.Think in terms of “alternatives” and “competitors” keywords. For example, let’s say your eCommerce site was selling athletic shoes. You would then write blog posts for keywords targeting other eCommerce brands, such as “Allbird Alternatives,” “Nike Alternatives,” “Adidas Alternatives,” etc.Alternative posts are great money-making posts because you’re targeting a) people who are in the buying stage of their journey and b) people who want a product that’s similar to yours (but don't want your competitor’s product).Think of “how to” posts. “How-to” posts can be bottom of the funnel, as we discussed above with our post on ‘how to move to Japan permanently.” When someone searches a “how-to” keyword, they’re trying to solve an active problem. This can be “how to improve your posture” or “how to reduce blue light headaches,” or “how to quit smoking.” All of those inquiries can be tied back to a helpful product. Think of why you made your eCommerce site in the first place to help you come up with “how to” posts.Look for “long tail keywords.” Long tail keywords are keywords on the “long tail” of the organic search volume graph – basically, keywords that bring in less traffic. You can make a keyword long tail by adding nuance and descriptors to a vague phrase. For example, “best vacuum” is likely not a long-tail keyword, but “best vacuum for studio apartment” would likely be. It isn’t a given that a long tail keyword will be BOFU content, but you can look at long tail keywords within your niche to try and find BOFU keywords worth ranking for.Always analyze the search engine results page (SERP). All of the above tips should still involve a detailed SERP analysis. You want to see what search engines are ranking within a target keyword to ensure that your good content will have a chance to rank and convert.Step 2: Optimize Your Product Pages to Rank and ConvertAbove, we looked at the importance of publishing great content that is optimized to rank for high-intent, bottom-of-the-funnel keywords.Another key aspect of your eCommerce strategy is optimizing your product pages and landing pages to target your potential customers at the buying stages of their journey.In this section, we cover:Ranking your product pages for a specific keywordUsing user-generated contentCreating interactive contentMake Sure Your Product Pages are Optimized to Rank for a Specific KeywordFirst, your product pages need to be targeting a specific keyword. This keyword should reflect the product being displayed, which essentially makes it a bottom-of-the-funnel keyword.The keyword – or some variation of it –should appear in the following:The product page’s URLThe product page’s headersThe meta descriptionIn alt texts for imagesFor this example, let’s look at Poster Jack’s product page for its satin photo paper option.You can see it’s targeting the keyword “satin photo paper” in the first header on the page. Also note, there are three clear CTAs (call-to-action) on this page: 1) the “create now” button, 2) the “create your poster print” button, and 3) the “20% off” coupon.The keyword appears again further down the page as a header to the product description section.By placing the keyword in the right location, this eCommerce site is increasing its chances of ranking for its target keyword.Plus, You Can Increase Brick-and-Mortar Sales with Local SEOAt Cove, some of our eCommerce clients have retail locations. These clients want to increase sales for both their eCommerce store and their brick-and-mortar locations.To help increase sales at the brick-and-mortar locations, we will optimize their location pages with the best practices in local SEO. This involves optimizing both their site’s content, its URL structure, as well as the company’s Google My Business listing.For example, one of our clients is the Mattress King in Oklahoma. They drive sales through their eCommerce store but also through their five brick-and-mortar stores throughout Oklahoma.We optimized each store’s location page to rank for local search queries (i.e., “mattress stores in [city name].” For example, here’s the landing page for their mattress store in Norman, Oklahoma.This location – and all of the Mattress King’s locations – rank in the top 3 in Google Maps.Step #3: Use User-Generated Content to Nudge Customers Towards ConvertingUser-generated content (UGC), like customer reviews, ratings, testimonials, and case studies, helps explain your product to your customers.eCommerce companies often speak about their product in more elevated language – using jargon or wording within their industry. But a reviewer will speak to your product in plain terms, terms, and words that resonate with your target audience.PosterJack uses user-generated content in two key ways.First, it includes actual photos from satisfied, loyal customers in a section called “Ideas From Our Community.”This lets prospective customers see the final result of ordering their satin photo print from PosterJack, i.e., what their printed photos can look like in their very own homes.Then, further down the product page, PosterJack has a section for all of its customer reviews.Prospective customers can sort through the reviews and search for specific phrases within a review.Step #4: Use Interactive Content (Quizzes, Calculators, etc.) to Increase ConversionsAnother way to optimize your product page – or any landing page – is to create interactive content that your customers can use.For example, you can make:QuizzesCalculatorsPollsTutorialsShareable infographicsOr configurators that help customers choose the right product can significantly increase engagement and conversions.This type of content is great for getting customers to sign up for your email marketing efforts, which means you can then work at getting them to visit your online store.Here are two examples from the eCommerce site Perfect Keto, which sells keto-based snacks and supplements.You can take the quiz, which asks you questions about your lifestyle goals, body type, and food preferences.After you answer each question, you’re prompted to enter your email address to get your results and an exclusive discount code.Perfect Keto also has a Keto calculator that prospective customers can use.You enter in information like your body weight, body type, and goals and then the calculator tells you the macros that will help you reach your goals.Again, you’re prompted to enter your email address to get your results.Next Steps: Implementing Your Content Marketing PlanAbove, we looked at content marketing examples designed to drive actual conversions/sales.By focusing on:Writing quality content that targets a buying intent keyword for your blogOptimizing your product pages /landing pages with different content types (like tests and quizzes and user-generated content)You can also re-purpose this valuable content to create:Email marketing campaigns Podcasts Video contentTo learn more about how to develop a conversion-focused eCommerce content strategy, contact us.