5 Ways Ecommerce Brands Should Approach Content Marketing

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Ecommerce is the present and the future.

Perhaps the clearest reminder of this happened recently when Sears filed for bankruptcy.

As more brick-and-mortar conglomerates bite the dust and online sales continue to climb, the ability of a smaller ecommerce brand to stand above the crowd will determine its life or death.

As many businesses know at this point, content marketing is the crucial ingredient for this task.

The landscape of content marketing is changing like crazy.

As the standards of SEO, web design, writing, etc. continue to evolve, businesses from all industries are continuously forced to refine their approaches.

The harsh reality is that some strategies can work like magic one day, then be completely obsolete the next.

Nowadays, the scope of what defines “good content” for ecommerce businesses is a layered concept that involves many elements.

Let’s discuss five ways ecommerce brands can establish themselves as a force to be reckoned with.

1. Prioritize E-A-T Score

One the most important recent changes to Google’s search quality ratings guidelines involved E-A-T score (Expertise, Authority, and Trustworthiness).

There is now a strong focus on applying this score to individual content creators, rather than brands themselves. The idea is to refine the way content is ranked based on the source.

For example, if someone is producing content and weight supplements, they should have a strong E-A-T score in the medical field.

So how does this factor in for ecommerce brands?

Google’s algorithms are designed to mimic hypothetical human quality raters.

That being said, if you want your product pages to rank highly on the SERPs, you need to find ways to improve your E-A-T score.

Expertise

You need to prove to the search engines (and the users) that you have a proven knowledge of the goods you sell.

As an ecommerce retailer, start by making sure that you work with highly reputable manufacturers.

If you make it a point to showcase that your suppliers/manufacturers have…

 

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