Visits and more visits.
The obsession of every e-commerce owner around.
And the reason is clear: the more traffic you get, the more potential clients you get.
However, the problem is not what, but how. After all, there’s always the option of using paid ads with Facebook Ads or Google AdWords, but not all budgets can afford them.
So, what can you do?
Use the power of SEO writing to get visitors straight from the search engine.
In today’s post, we’re going to explain everything you need to know to get exactly that – and to turn your text into a client magnet.
Let’s get into position!
Important concepts to know when writing for Google
If you are just starting out with web positioning, it’s important for you to get some things clear before you start writing.
Save this post to your bookmarks or to your favorite content curation tool and go through these concepts.
If you’re not a newbie to SEO, go ahead and skip to the next section. ;)
1. What is a keyword?
The key to SEO is understanding what a keyword is. If you don’t, it will be impossible to understand what web positioning is.
Keywords are the terms and expression that are MOST frequently used to express users’ purchase intentions.
Finding out what the most searched for keywords are will let you know which products users want and search for the most.
In order to learn more about this, read this post about keywords.
2. Position your text wisely: which URL must be positioned by each keyword
Keywords can be classified in three main categories:
- Informational: users want to be informed
- Transactional: they want to buy
- Navigational: they enter keywords to get to a specific website (“term to consult” + Wikipedia).
Is it better to position a transactional keyword with a post or with a product card that has been optimized to make a sale?
Important: for groups of products (women’s pants) it’s better to position a category page whereas a product card is better for one specific product (Levi’s jeans model X).
3. You need to do keywords research in your sector
Every post that you write (or category, or product card) must attack a keyword. Therefore, before you start writing, you need to analyze the best keywords in your sector.
In this post we share some tools that you can use to find keywords.
4. Create an editorial calendar
When you have a business, you have 50,000 tasks to complete, so it’s normal to neglect a few of them.
But that can’t be the case if you want your blog to grow.
You need to be consistent and have a strategy. In other words, you have to create an editorial calendar to know what you’re going to write about at any given time.
Everything you need to know to make Google fall in love with your texts
Now the time has come to start typing.
We’ll explain, one step at a time, what exactly you have to take into account.
1. User search intention
This is the basis of modern SEO.
The search intention is what users want to find in the content.
Keywords are just the questions that we ask the search engine with the expectation of it giving us the answers, i.e., our search intention.
- What does a person who searches for “romantic restaurant + city” on Google want? They probably don’t want McDonald’s to show up, but rather a list of more intimate restaurants.
- What does a person who searches for “how to fix blinds” on Google want? A video tutorial, perhaps.
- What does a person who searches for “unique gift ideas for 5-year-olds” on Google want? A list of interesting toys.
If you don’t answer to user’s search intention, what happens is that they just close the website and go to the next one on the list offered by Google (what we call SERPS).
And the search engine will take that as a sign of your site content not being very high quality.
2. Where to add keywords
When we talk about SEO writing (whether for e-commerce or not), we need to know where to put the keywords within our content.
Let’s have a look.
- H1: these are your main headings.
- URL: change it so you can only see the keyword.
- H2/H3: add a keyword with different articles, in plural, with different prepositions, conjugations, in questions…
- Title: this is the small title that you can see when Google shows the results.
- Meta description: use copywriting for these lines so that users are persuaded to click on your content.
- Alt tag: when you edit an image, you will see an option called “alternative text”. Fill in that space with keyword variations or long tails.
If it’s not clear what a title and meta description are, here you have some examples:
In order to modify these parameters, download the Yoast SEO plugin. There are more, but this is one of the most popular.
3. Increase your CTR
The reason we just showed you how to modify your title and the meta description is because it will help you to improve one of the most important metrics for SEO writing: CTR.
CTR is the percentage of clicks that your content gets in relation to its position in the results list.
That is to say, Google understands that, logically, the first search result will get more clicks than the one in the fifth position. That’s why it uses averages to determine which are doing better.
Let’s see what you can do to increase your CTR.
- Title: it should clearly show the benefit that readers will get. You can avoid propositions or articles like with headlines, but don’t go overboard.
- Meta description: similar to the title, but with more space to include a more detailed explanation. Always include a call to action (a verb that express what you want users to do: “enter”, “do”, “click”, and so on).
- Rich snippets: there are many different types, but the most famous is the one showing stars as a way of assessing the post.
Here you have another example of a title and meta description:
And this is what the stars look like:
4. Improve the number of pages visited and the time on page
Other metrics that you should keep in mind when dealing with Google are the number of pages visited and the time on page.
This is easy – the longer the user browses your website and the more pages they visit, the more Google will think they like your website (which means Google will like it too).
Here are some strategies to use:
- Add internal links: links at the end of the sentence are more clickable. Always use a CTA so that readers know what to do (check our example below).
- Show recommended or the most commented posts: use plugins to show them at the end of each post and suggest content for users to read. WordPress Related Posts works really well.
- Post introduction: you need to engage your readers from the very first second and in order to do so, you need an introduction that guarantees further reading. Mention some problems that readers may have and the fact that your post provides solutions.
- Videos: they don’t have to be yours, but a good video marketing strategy is the key to any business right now. Here you have an example of how to add a link as a CTA way: Click here to create a video marketing strategy for your e-commerce, step by step.
- Images: in this post we explain how to optimize images so they don’t slow down your website. That’s quite important since Google values that. If you have this part covered, try to use images (with text, if possible) within your posts. Your readers’ eyes won’t be able to avoid them. And if you can make infographics, all the better.
- A professional search engine: with a search engine such as Doofinder, you get users to interact with your shop, which increases their time on the page as well as the number of pages visited. And that’s not even the best part – the best part is that you can try it for free for 30 days. ;)
And, since we love example, here you have an image with an intro that demonstrates what we were talking about before (and we’ll also take the opportunity to change the alt tag of the picture). ;)
Use SEO writing to attract more visitors (future clients)
Before we finish, we want to provide you with two important tips:
- Don’t confuse writing for Google with overoptimizing your texts: adding keyword after keyword to your posts is an outdated strategy that may actually lead you to being punished by Google. Always prioritize quality and naturalness.
- Don’t forget about the texts that you have ALREADY posted: rewrite older posts that you already published in order to improve their position and get visits quicker.
Last but not least, besides getting more traffic from Google, don’t forget that a good content marketing strategy also helps you to:
What are you waiting for? Get started!