Content Strategy

The subtle art of keywords play on Amazon and how to win against competition

Selling a product on Amazon can be intimidating, to say the least. With millions of sellers vying for the attention of buyers on Amazon and similar eCommerce platforms, getting your product to stand out is probably tougher than developing the product itself ! Most buyers try to get a better page rank for certain keywords in the Amazon search results as it invariable leads to more traffic on your product page. And, more traffic means better chances of sale.

Keywords on Amazon

If someone is looking for a product that you are selling, then do his search queries result in finding your product page?

This is where keywords step in. The internal Amazon search engine allows users to search for products using search phrases and not necessarily product names. Then their internal algorithm displays results based on the presence of the relevant keywords or key-phrases on the product page.

To achieve more sales on Amazon, you need to ensure that the targeted keywords are added to the product title and/or description adequately.

The subtle art of keyword play on Amazon

Let’s say that you are selling table fans on Amazon. A user visits the site and types – How to beat heat in summer. Will the user land on your page? Probably not. What if this search term is used widely by people looking to buy table fans? Aren’t you missing out on sales?

Your Content strategy must include the right short and long tail keywords to ensure that the most used or popular search terms are included in the content on the product page.

Once you have chosen a certain set of keywords, observe the response of users carefully. Analyze the data and make subtle changes to the keywords if need be. You can also observe your competitors to understand what keywords are being deployed by them.

A note of caution: Don’t fill the content on your product page with all possible keywords. Be subtle and use them naturally within the flow of content keeping relevance in mind.

Remember, keywords hold the KEY to getting good traffic to your product page. Also, relevant traffic can increase the chances of sale. So, get your keyword-act together and start selling!

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.

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