Content is the same across the board for all SEO efforts. You need to have the proper header structure, intersperse your keyword throughout the body paragraphs a few times, and make sure your titles and descriptions are set with intention. Whether you are optimizing a blog, a core page, a services page, or a product page, much of the “checklist” items are the same. There are a few key differences related to the typical pieces of content you post for products though, and a few problems that may arise as you look to optimize these pieces of content.

Content and Ecommerce

The Difference in Product Listings

Most online shops will have product listings built out. Some even have multiple versions of the same product. This creates some unique problems, but we will get into that later. Most product listings will have descriptions and quantities as differentiating factors. You should take the time to carefully curate your product descriptions to create engagement and understanding with your followers and new customers alike.

Potential Problems

The most obvious problem that will arise with multiple product listings using the same content is duplicate content problems. This issue can easily be fixed by implementing a canonical tag on the “main” product page. This will be the page you intend to rank if the core keyword comes up in a search engine result. Refraining from taking this action can leave search engines confused and cannibalize theose keywords leaving you without new organic traffic generated.

Supplemental Content Ideas

Product or Service Videos

Videos explaining your product or service in the form of a walkthrough or breakdown can have huge impacts on your base of customers. You can answer typical questions you get from your customers and create a unique and engaging piece of content for both your old users and new potential customers alike.

Product or Service Guides

Going one step further in your product or service explanations can do much of the same as above, but gives you more potential to capture their attention for a longer period of time. Creating an advanced guide also gives you excellent ability to create links from third party sites to yours.

Online Course Offerings

If this process makes sense for you, you could offer online courses or training where your users engage with something in the digital realm. If your product or service requires a little more hands on training, this may be a great option for you.

Offer Downloadable Content

Offering downloadable content for your user base allows you to collect information from your users before they are able to download the piece you have produced. Creating a list of your followers allows you to keep track of their interactions and gives you a great list to distribute content for. These types of content come in the form of charts, FAQ sheets, white papers and more.

Customer Stories and Case Studies

Stories from your customers and case studies you generate can help your online engagement heavily. These are real life examples of the problems you know your customers are facing or a first hand account of a customer’s experience regarding the use of your product or service.

Tips, Tricks, Hacks, and Checklists

You have probably seen these all over the web, and there is a reason why. These wildly popular pieces of content are much like the rest of the suggestions above in that they create excellent engagement with your customers. Folks are always looking for quick and easy ways to fix the problems in front of them.

Glossary of Terms

This option does not fall in line for each of our readers. If your product or service requires a deeper understanding than that of the layman, it may be wise to implement a glossary of terms for your users to utilize when they encounter terms they do not know.