How to Improve eCommerce Rankings with Better Content?

Is your e-commerce site not getting a higher ranking in search results, even though your products are top-notch? You are not alone, as many online store owners are facing the same frustration. The most common reason for this issue is the content of your e-commerce store.

According to online research done by Rebootonline, the reason for the lower ranking of 92% of e-commerce sites is thin content, and of 38% e-commerce sites is duplicate content. 

Similarly, the e-commerce stores with poorly written and optimized content face a lower ranking. So the missing element is better content that is not just like any other content, but helpful, optimized, and unique.

In this blog, we’ll guide you on how to boost the ranking of your E-Commerce store using better content. Let’s get started.

What is the Importance of Content for e-commerce?

Content has a big significance in the eCommerce landscape because it helps you to attract, engage, as well as convert potential customers into buyers. Additionally, with the help of quality content, you can build trust among readers, establish credibility for your brand, and attain authority in the marketplace.

Below is how better content improves the rankings of your e-commerce site

• It helps you target different keywords. As a result, search engines can easily understand what your product page offers.
• Content in the form of blogs allows you to address the pain points of your customers, tell them about new stock, and provide solutions to their problems.
• With better content, you can attract backlinks and boost your ranking in Google.
• It plays an important role in improving user engagement metrics, such as on-site and bounce rates.

In other words, content creates a bridge between the audience/customers and users

How to Increase eCommerce Ranking Using Better Content?

In the sections below of the post, we have mentioned some ways in which you can improve an e-commerce site’s ranking with the help of better content.

1. Research and Incorporate Keywords In the Content

Firstly, you need to research and adjust keywords as a fundamental step to achieve better rankings.

Keyword Research

Key research refers to the process of finding terms and phrases that are most frequently used by your customers to search for products online.

There are various online tools that you can use for in-depth keyword research. Some most widely used are: Semrush, Ahrefs, Google Keywords Planner, Ubersuggest, etc.

You should research both short-tail and long-tail keywords. Short-tail keywords are general phrases and shorter; additionally, they have higher keyword difficulty, which means it is challenging to rank for these terms.

On the contrary, long-tail keywords are longer, more specific, and it is easier to rank for them. If your e-commerce website is at the beginning level, then targeting long-tail keywords would be the best approach to rank.

While researching keywords, you should consider the “search intent” as well, which means for what purpose your customers are searching. As an E-commerce store owner, you should find keywords with “buyer intent” such as “buy gaming laptops,” “best wireless AirPods to buy,” “cheap Android watches,” etc.

After researching keywords, try to shortlist them and decide which is the main or focus keyword. Ensure the focus keyword you choose has a higher search volume and relatively lower difficulty to rank for. Along with this, choose some semantic keywords (also called LSI) that relate to your main keyword.

Incorporate Keywords Into the Content

Once you have decided on the main and LSI keywords, the next thing is to incorporate them into the content. This step needs to be taken very carefully, as it’s going to make the actual context of your content.

Here are Some Effective Tips to Adjust Keywords In the Content

• While adjusting keywords, you should be natural. Incorporate keywords where they fit best in the actual context and flow of your writing.
• Avoid keyword stuffing. Keywords stuffing refers to the excessive use of keywords in the content. This practice can lead your e-commerce site to get penalized by Google. For a better ranking, the keyword density needs to be around 1-2% (it’s a guideline, not a strict rule).
• Spread LSI keywords throughout the content to better clarify the intent of your e-commerce site’s product page, blog, or category. Ultimately, there are greater chances of your store being ranked around the main or secondary keywords.
• Use the main keyword in the title, meta-description, and main headings like H2 of the page.

And so on….

2. Avoid Duplicate Content

Duplicate or plagiarized content may lead to a lower ranking in the SERPs (search engine result pages or even a penalty from the search engine.

Unfortunately, numerous e-commerce stores face duplicate content issues, especially in product descriptions. This is because they copy and paste the manufacturer’s provided product images and descriptions. It results in losing the unique value of your store.

For increasing the ranking of your E-Commerce it is essential to make the content free of all types of plagiarism.

Here’s How to Avoid Duplicate Content:

• Instead of just copying and pasting the product images provided by the manufacturers, you should customize them a little bit, using tools like Canva. This practice will avoid copyright issues and show uniqueness.
• You should create your own new and unique product description as per your brand’s voice rather than copying and pasting the manufacturer’s provided one.
• For the pages that contain the same or similar content, you should add canonical tags to let search engines know about them.

All in all, avoiding duplication and using unique content will help your e-Commerce store gain distinct value and a better ranking 

3. Write High-Quality Product Descriptions

Writing unique product descriptions as stated above is not sufficient; it needs to be perfectly crafted to clarify, pursue, and convert your customers.

To write a top-notch product description that could rank higher, you should follow our 3 C's rule, which is Clarity, Concise, and Compellingness.

Here's a breakdown of each 3C: 

Clarity - Simple to Understand  for Customers

The first C refers to clarity, which means your product descriptions need to be simple and easier to comprehend. For this, you should avoid confusing and complex terms with which your target audience is unfamiliar.

Concise - Write a Straightforward Description

For better user engagement, you should write concise product descriptions that convey more in fewer words. For this, you should be focused on choosing a straightforward tone and avoiding exaggerations.

If your product description is too wordy and achieving conciseness seems challenging, it is better to use the AI summarizer tool. It works to precisely condense content without losing the actual meaning.

For your better comprehension, we took a wordy and long-form product description and passed it through the text summarizer. Within no time, the tool summarized our content and provided us with a concise output.

Here is a Working Demo of the AI summarizer:

Compellingness - Engage and Convince Customers

The third C refers to compelling content. Your product descriptions' content needs to be compelling so that it can engage and persuade potential customers.

One of the best tactics to make your content more compelling is to focus on the benefits of your products, not just features. While writing each feature or benefit of the product in descriptions, you should elaborate on how they help users and what problems your product can solve.

Here’s an Example for your better comprehension:

Following the above-mentioned 3C rule will ultimately let you craft clear, concise, and compelling product descriptions. This will result in better ranking of your product pages, as Google always prefers helpful content that is liked by users.

4. Start A Blog On Your E-Commerce Site

Starting a blog section on your e-Commerce site is one of the most powerful ways to improve its ranking. With the help of blogs, you can;

• Target a wide range of long-tail keywords that are relevant to your products.
• Publish fresh pieces of content.
• Provide solutions to the customers’ problems.
• Answer to the frequent queries of users.

Hence, blogging will add a competitive edge to your E-commerce store, also search engines will love your continuous support for customers, resulting in better ranking.

In addition to the above-mentioned perks, blogs will help you create strong internal linking among different product pages and categories. If your content provides genuine value, it will drive more backlinks to your website, resulting in better authority and increased ranking of your E-commerce store.

Conclusion

Improving the ranking of your E-commerce store is not just about listing great products, but it is also about creating great optimized content. In the above sections, we have explained some ways through which you can enhance your store’s ranking. These include: using the right keywords, avoiding duplicate content, creating high-quality product descriptions, and starting a helpful blog.

With helpful, optimized, and original content, you’ll not only improve your E-commerce store’s search ranking but also win the trust of your audience.