Content is the King of SEO

Posted on August 16, 2014 · Posted in Marketing

Forget Elvis, King Kong and the King of the Jungle. In the world of e-commerce, content is king.

Selling products and services on the internet follows the same basic principles of retailing that have always existed. Customers want to purchase a product or service; you have that product or service for sale; payment of a mutually agreed upon price completes the transaction. However, your e-commerce activities will be successful only if you are able to attract potential customers to your website in the first place.

Whether or not buyers will even see your website depends heavily on Search Engine Optimization (SEO). Great content and backlinks are two key factors in successful SEO. Obviously, you cannot backlink without the content so that is where you start. How does it work?

When a potential customer uses Google, Yahoo, Bing or another search engine to obtain information about your product or service, you want your website to appear on the first page of results. It is the content of the website that is critical to making this happen. Just the right wording will optimize the likelihood of your website standing out and being recognized by search engines.

Remember that website content replaces those newspaper ads, posters nailed to telephone poles and flyers under windshields of cars in the parking lot. However, no one will even see it if you do not follow a few basic guidelines for preparing content for most effective SEO, including:

  • Write excellent content with useful information and no spelling or grammar mistakes
  • Update content regularly
  • Decide on your keywords for approximately a 3% density but do vary the way in which they are used; for example, do not simply repeat a manufacturer’s description but be creative and describe the product using different words
  • Use rich descriptive text to highlight special features, uses and attributes of a product or service; include more description rather than less and use nouns and adjectives rather than pronouns to attract more search engine attention
  • Think through your format; for example, use bullet points and put keywords in bold
  • Tag videos as long as they are relevant and add value to the content
  • Optimize images with keyword captions
  • Use hyperlinks to become part of an industry network

Once you have written good content, you want to develop backlinks, those incoming links that bring people to your e-commerce site from other web pages.  You can take initiative with this by writing a separate blog or guest articles on other websites and making the links to your primary website. You might be able to connect with someone who operates a complementary business and is willing to mention your product with a link to your website.

Establishing good content on your website is only the first step. You have to spend time maintaining the site, making sure the content is always up to date on every single page. Also, you need objective feedback. Even if your sales increase, that doesn’t mean you can’t do better. To keep track of the effectiveness of your content, use a tool such as Google Analytics. It will let you know if people are visiting your website, how long they are staying and what pages are the most popular. Then, you can adjust your content to make it even better.

Come visit us at or call us at 800.993.9622if you want expert advice in enhancing the content of your website! Let us be your Website Assistant.