If you’re running a business in 2021, you need to be publishing high-quality content on your websitboost your website’s SEO on relevant search engine results pages (SERPs).
In this article, we’re going to outline how you can create good SEO content for your eCommerce website. So, if you’ve been wondering how to boost your SEO, read on to find out what kinds of content you should be creating and publishing.
Ultimate guides that allow you to show off your expertise
To boost your SEO, you should focus on demonstrating your E-A-T with content. E-A-T stands for expertise, authority, and trustworthiness, and it’s something that Google will really take into account when deciding how to rank your site on the SERPs. This is because search engines like Google only want to send their users to the most accurate and reliable sources possible.
To show off your own E-A-T, you should consider writing ultimate guides. Ultimate guides outline just about everything someone needs to know about a given topic. They allow you to show off your knowledge about subjects you specialize in and can help you stand out from the competition. They show your expertise and depth of knowledge and, therefore, can help get you a boost on the SERPs.
Let’s look at a few examples of companies that have shown their expertise through ultimate guides to provide you with some inspiration.
For instance, Venveo, a digital marketing agency tailored to building manufacturers, has an ultimate guide on marketing to architects.
The guide covers everything from creating an architect’s buyer persona to what kinds of marketing techniques can be used. This guide is great at showing that Venveo is an expert in their relative niche field of architectural advertising and helps them stand out from their competitors, thus boosting their SEO.
When creating your ultimate guides, write about the topics you know best. Think about what it is about the business that makes someone choose you over your competitors, and go from there.
Backlinko, another digital marketing expert, does something similar in their definitive guide to SEO in 2021.
Not only does this guide include important SEO trends and new strategies, but web visitors can download this guide as a free PDF. Updating guides like this annually is another great way to rise through the SERPs — it can be pushed out as new content without you having to start from square one with a new guide.
In your work, consider making your resources downloadable and updating them regularly to build loyalty among your target audience. This can also remind search engines you truly know your stuff, which will help you to maintain great rankings.
Lastly, CoreCommerce has a very thorough guide to content strategies for eCommerce businesses. This particular guide is excellent for those new to content marketing, as it covers buyer personas, the types of content to create, how to produce a content calendar, and more.
CoreCommerce’s target audience is full of up-and-coming eCommerce business owners. By giving them an ultimate guide to these entry-level topics, they build trust amongst their target audience. This improves CoreCommerce’s E-A-T and will give them a boost on the SERPs.
Buying guides and comparison pieces that help customers make a decision
Many people turn to search engines when they’re trying to decide what type of product they want to buy. So, if you publish buying guides or comparison pieces, you can rank for relevant search queries, send more relevant people to your website, and show the benefits of your products or services without being overly promotional.
Buying guides and comparison pieces are similar, but different types of content. Buying guides outline everything someone would want to know about a product or service. Comparison pieces compare different types of a certain product directly, outlining their pros and cons. If your guides are thorough and answer customer questions well, you’ll showcase your authority and boost your SEO as a result.
To give you some inspiration for creating this type of content, let’s take a look at some examples of businesses already creating buying guides and comparison pieces that could boost their SEO.
Best Value Schools is a website that specializes in comparing and contrasting higher education programs. They have guides based on location, the field of study, and the like.
They have a piece of content that compares the best online homeland security programs, outlining their cost, graduation rate, program length, and more. People looking to study homeland security online likely know that they’re looking for a niche field — fortunately, because Best Value Schools has created such a thorough guide, these prospective students will be able to easily conduct research. So, by offering a comparison piece discussing the best programs in this field, Best Value Schools is likely to boost their SEO.
If you have a variety of different programs or products you can recommend related to your industry, consider outlining their pros and cons in a comparison piece. This is a great way to help your customers find a solution without being too promotional. And it should send more high-quality traffic to your site.
In VPN, a website that specializes in private networks and online security does something similar in their comparison pieces. However, instead of comparing a large group of VPNs, they compare two different VPNs directly, allowing them to go more in-depth.
This particular guide comparing NordVPN and ExpressVPN covers prices, features, and more. Anyone searching for information on either (or both) of these VPNs is going to find this piece of content incredibly helpful, and could well stumble across it through their preferred search engine when doing their research.
If you sell very similar products or services that have subtle differences, consider creating your own guide like this. It could well help you to reach the right people through search engines.
Lastly, CoreCommerce has a comparison piece on the top 10 B2B eCommerce solutions for 2021.
They outline some of the most popular programs for eCommerce websites, knowing that different businesses have different needs. Because there are so many software options for B2B websites, this is a great way for CoreCommerce to boost their SEO and attract their target audience.
In your comparison pieces, be sure to note that there is no perfect product for every person — write your guides with different needs and pain points in mind.
How-to guides that address your customers’ pain points
If your target audience is looking for information about how to do something relevant to your business, you want to rank for these search queries! The best way to do this is by creating how-to guides and tutorials that answer these questions.
Start by checking in with your customer service team to see if there are any questions they get asked frequently. Basing content off of these questions will not only save your customer service team time, but it will also build trust with your customers.
Next, conduct some question keyword research. Think of different words and phrases related to your business and plug them into a question keyword research tool like Answer the Public. They’ll provide you with a list of questions that people are searching for on any given topic. Basing how-to guides and tutorials off of these questions can give you a good SEO boost.
Let’s look at a few examples of businesses that have created excellent how-to guides to provide you with some inspiration.
For instance, Utires, a used tire retailer, has an excellent how-to guide to mounting tires. They outline how to do it with a machine, how to do it using a tire changer, and how to do it by hand.
People looking for explanations on how to mount tires may be in the market for the company’s products, making it great for attracting their target audience. Furthermore, it shows that Utires is an authoritative resource in the automotive industry, which boosts their SEO.
On your website, write your how-to guides with E-A-T in mind. Stick to topics that will showcase your authority in your subject matter.
The RealFX Group, a real estate company based out of Texas, has a how-to guide to improving your FICO credit score that’s a bit different. Instead of outlining a step-by-step guide, they acknowledge that different credit score-boosting techniques will work differently for everyone.
This how-to guide offers general tips and advice to improve a credit score before applying for a mortgage. This shows off The Real FX Group’s expertise in this area and will attract their ideal audience. In your content, consider creating a guide of general tips and strategies rather than a step-by-step guide if it’s more appropriate for your business.
CoreCommerce uses a similar strategy in their article outlining tips for managing business finances. Again, this is a great guide for anyone relatively new to eCommerce — they discuss paying taxes, billing strategies, and more.
By offering this advice to their target audience of up-and-coming eCommerce businesses, CoreCommerce can boost their SEO and build trust with their target audience. In your how-to guides, don’t be afraid to offer solutions for all types of audience members, from beginners to experts.
Blog posts that answer your customers’ FAQs
If your ideal customers have questions related to your business, you want to be the one that answers them! This can attract more relevant people to your website, build trust with your target audience, and ultimately get you more sales.
Additionally, answering customer questions can increase your chances of securing a Featured Snippet on Google — this is a good goal to aim for, as it can help you increase your organic traffic and get you on the first page of the SERPs.
It’s time to check back in with your customer service team to see if there are any FAQs that they get. Compiling common, easy-to-answer questions in a blog post or special FAQ page will help your target audience feel more understood! Additionally, refer back to your question keyword list from Answer the Public and see if you can create more relevant content that answers these search queries. This, again, will give you an SEO boost.
When writing your FAQ posts, be sure to weave keywords into the headers and throughout the copy of your page. This will help ensure that you rank for these relevant searches and boost your SEO.
Let’s look at some well-produced FAQ blog posts for inspiration.
Thiessen Law Firm, a trial attorney firm based out of Texas, answers their target audience’s FAQs in their article on the penalties for intoxication manslaughter.
The guide covers everything that anyone involved in such an incident would need to know, including what the punishments for it are and how these charges are beaten. This article will prove very helpful to anyone searching for information on drunk driving in Texas, making it great for boosting Thiessen’s SEO.
When creating your FAQ posts, you should also consider writing articles that lead the viewer towards seeking a solution or advice from your business, as Thiessen has.
RMIT Online, an online university, does something similar in their article on project manager qualifications.
People who come across this article are likely considering becoming project managers themselves, and are looking for information on the formal qualifications they’ll need, the general responsibilities they’ll have, and more. They discuss certifications, prerequisites, helpful classes, and more while outlining how RMIT Online can help the reader achieve their goals.
This is a good strategy in boosting RMIT Online’s SEO and showing their expertise. In your content, consider creating FAQ guides that can not only give the reader more background information but can show that you are an expert in your particular field.
Free tools that will help your customers to solve a problem
If you can help your ideal audience to solve a problem with a free tool, they’ll be much more likely to come back to you when looking for products or services like yours. Plus, free tools are great for boosting your SEO! Because they can help your target audience solve their problems, they’re excellent at showcasing your authority and will give you a boost on the SERPs.
Let’s look at a few examples of business’s free tools that are very effective for solving customer problems and boosting their SEO.
For example, L’Oreal, a cosmetics company, has a virtual hair color try-on that allows website visitors to experiment with hair colors before making a purchase. This is a great way for them to draw in their target audience — in this case, people interested in dyeing their hair. If you offer something like cosmetics or accessories, virtual try-on’s can be a great way to build customer loyalty and boost your SEO.
CoreCommerce does something a bit different with their free eCommerce website themes and templates. Instead of essentially offering a virtual sample, as L’Oreal does, CoreCommerce offers completely free templates and themes that website visitors can use as long as they want.
Because they’re free, this is a great way to build loyalty and encourage users to spend money on other services in the future. Furthermore, it attracts anyone looking for free website themes, making it great for boosting SEO.
Content is one of the most effective SEO tools you have at your disposal! In this article, we outlined what types of content are best for getting a higher ranking on the SERPs, including how-to guides, free tools, ultimate guides, and more.
For more digital marketing tips, check out the CoreCommerce Knowledge Base. You can find information on eCommerce trends, general business tips, and more.
Author bio & headshot:
Aaron Haynes is the CEO of Loganix, an SEO fulfillment partner that supports marketing agencies and professionals. The company specializes in helping businesses to improve their online visibility and ultimately make more sales. The Loganix blog has a lot more information and advice, so make sure you check it out if you found this article helpful.
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