Integrating Content strategy with SEO

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Introduction

According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Quality content in the form of images, product descriptions, product specifications, reviews, ratings, ads etc. is a crucial part of the content strategy for an eCommerce website. The main purpose of all these forms of content is to attract, engage and retain customers. The content helps marketers to market their website and attract traffic through search engines. These search engines to a great extent, depend on keywords for attracting traffic.

Over the years, SEO and Content Strategy have each evolved in their own unique ways and we can no longer consider them as two separate entities.

In today’s post, we will try to understand the importance of integrating SEO with your company’s content strategy.

Why should we integrate SEO with Content Strategy?

A well-crafted content strategy must present quality content to the audience without stuffing it with too many keywords.  Here are a few aspects on why SEO is as important as your content strategy.

Search Engines look for quality content

Today, the digitally savvy customers totally depend on Search Engines for any information that they seek. Depending on the keywords that the customer searched for, these search engines present only those websites that have quality content. This clearly shows that we cannot separate SEO and Content.

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Research on the keywords that your customers use often and try to include them in your product description, specifications etc. This helps search engines to feature your website high up in the order when a customer searches with relevant keywords.

Quality content engages readers on Social Media

Quality content engages its readers. For example, if the offers displayed on your website are very attractive for a user, he is most likely to share it on social media. These social media interactions by customers will increase traffic to your eCommerce store and thereby, help in boosting your sales.

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Meta Data Matters Most

Meta data descriptions are most important for your web pages. Make sure you include the keywords in your product page’s meta data descriptions.  By providing comprehensive and concise descriptions, search engines will be able to discover your web pages more often.

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Conclusion

Often content strategy and SEO have similar goals: to increase awareness, get more traffic and improve sales. It is clearly evident that we cannot consider them as two different entities. Next time you set out to develop a content strategy for your eCommerce website or decide to revamp it do consider the following:

  • Understand your customers. See what they are searching for? And what they are sharing?
  • Develop your content around the interests and preferences of your customers
  • Connect with brand influencers like bloggers, celebrities, online magazines etc. and share your content with them.

Tenovia

We, Tenovians are passionate about all things eCommerce. While we aren't dabbling in our clients' eCommerce numbers and ops metrics, we keep ourselves busy learning on the latest in the industry.

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