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Creating content for ecommerce sites serves a number of different purposes. First, it needs to be attractive to the search engines, so that people will find your pages. But once you've got people on your pages, the content needs to be effective, not only in encouraging people to buy your products, but also in getting them so excited that they want to share your content with other people through links and social media, which helps your overall SEO. It's one thing to simply describe a product, but people are a little more complex than that. Going back to Marketing 101, we don't sell products and services, we sell solutions to people's problems.
So make sure to describe more than just the product. Describe how the product is actually used, and take opportunities through photos, videos, animations, or even step-by-step diagrams, to really show your customers how this thing works, and how it will solve the problem that they are having. This is something your competition is probably not doing a great job of, and it will give you an angle on some very unique content that will stand out to both search engines and website visitors alike. You also need to remember that your visitors are aware that if they buy something from you, you stand to benefit.
It's like when you go into the electronics store and the salesperson who is on commission recommends the most expensive camera. You know that it's because they'll make the most money if you buy that one. But on the web, we have the option of reading through reviews from people just like us who are at that same crossroads, and ended up making the decision to purchase this product. Now, they're going to tell us what they think about that decision, and they're not getting any commission. As consumers, we tend to trust these reviews, and displaying product reviews or service testimonials is a great way to help people understand the value of your products through other people's experiences.
And last, don't forget to include additional product recommendations. If your ecommerce software has this built in, make sure you're leveraging it. And if not, take a look at the many product recommendation engines out there on the market. As people browse certain products, you can recommend other similar products that people tend to buy, that have great reviews or that match other criteria, and this can be a great option for cross-sells as well. If someone puts that camera in their shopping cart, you can suggest that they get some lenses, a carrying case, and an extra battery as well.
Taking the time to create comprehensive and unique product pages that help users solve their problems, reassure them through other people's experiences, and help them through the conversion funnel, will benefit you not only in your sales, but also in the search engine visibility that you will gain.
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