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Five Ways to Get Unique, Keyword-Relevant Content on Your E-Commerce Site

by Adam J. Thompson  |  
July 27, 2010
  |  6,743 views

E-commerce sites can be particularly challenging for search-engine optimization (SEO) because they tend to lack unique, relevant content.

Most e-commerce websites contain mostly navigational pages (with little content) and product pages (with mostly duplicate content).

The challenge is easily (though not necessarily quickly) overcome, however, with a simple content strategy.

This article outlines five content techniques that I have used successfully on various e-commerce websites. Some of those techniques will be better suited than others to certain types of e-commerce websites. Accordingly, you might use just one or more of them on your own website, as appropriate.

1. Write Category Descriptions


For many e-commerce websites, optimization for primary keywords will focus on their category pages. The problem is that most category pages have little content, comprising mostly images and links.

An effective way to overcome that challenge is to write descriptions or introductory copy for each category, to be displayed above or below the product listings.

Zappos.com, for example, places a lengthy description (more like an article) at the bottom of category pages. Note how the descriptions include embedded links to other category pages.


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Adam J. Thompson is senior partner at RYP Marketing (www.rypmarketing.com), providing website conversion-rate optimization, search engine optimization, and online marketing results.

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  • by Mike Sun Aug 1, 2010 via web

    Great tips! I totally agree that your categories and product pages should have unique descriptions. And having a user review page is good too if you have a loyal user base. This will ensure that new content keeps getting added on a regular basis.

  • by Angie Pedersen Tue Sep 14, 2010 via web

    Great tips, Adam! I love the idea of a buying guide - it allows you to educate your audience, which establishes you as an informational resource and an expert in your field. A guide would also allow you to highlight specific items, especially ones that might not be getting a lot of traffic. You could also publish the guide as a PDF, and offer it as a free special report for newsletter subscribers.

  • by jason@inc101.com Wed Sep 15, 2010 via web

    Marketing

  • by jason@inc101.com Wed Sep 15, 2010 via web

    Marketing

  • by jp@relevancepath.com Wed Apr 6, 2011 via web

    Great tips! Going to use them for a new client immediately. Thanks.

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