This will cover recommendations for how an ecommerce site should build a content strategy with the aim of becoming more useful and therefore helping with SEO performance in the mid to long term.

1. Content Strategy Framework for
Ecommerce Websites
Instructor | Roger Lopez
roger@lopezaguirre.com
Twitter: @inemode
www.linkedin.com/in/iamroger

3. Why
Content makes your site memorable
Research shows that 40% of ecommerce transactions are
carried out 24 hours or more after users first visit the website

4. What?
Content Strategy Framework
Content Audit
Document
•Typography
Shareable Content
•Brainstorming
•Readability
•Competitor Analysis
•Spelling/grammar
•Examples &
screenshots from
competitors
•Shareability
•Keyword use
•Copyscape report on
stolen content
•Social media shares
branded3
Informative Content
User Generated
Content
Site Structure
•Research Q&A on
Yahoo Answers, Quora,
Facebook, Twitter
•Reviews –
implementation,
incentivisation etc
•Where does content
need to go (blog or
Q&A etc)
•Search for questions in
Analytics data &
keyword tool data
•Q&A section or Q&A on
product pages etc
•How should the
sections be structured
•Forums, blog
comments, guest blog
posts, in‐depth content
reviews
•Design & UI
•Gap Analysis of current
content
•Examples &
screenshots from
competitors etc
•Examples &
screenshots from
competitors etc
•Interlinking between
sections
•Examples &
screenshots from
competitors
Content Roadmap
Document
•Monthly or weekly
content plan
•Special events &
calendar
•Blog calendar
•PR calendar

5. Who?
People are already doing this

6. Goal of Content
Does it Help your user make a decision to Buy, Share, Buy Again
Sales Funnel
Step 1
Step 2
$

7. Content Ingredients

8. Useful & Informational Content

9. Useful & Informational Content
Know the content
• User of this Content are usually higher in the sales funnel
• Have Higher Lifetime Value to brand
• Have a plan to navigate them from learning to buying

10. Q&A’s
One of the best ways to add unique and
user generated content to your product
pages is by using Q&A content where
your customers ask questions and your
expert staff members answer them in a
timely and helpful manner.

11. Q&A’s
This has a major impact on
conversion rates with IR
500’s seeing a 58% increase
and many other brands
reporting similar numbers.

12. Product Reviews
3 big reasons for Product Reviews
• Long Tail SEO Traffic
• Improved Conversion Rates
• NEW ‐Social Sharing

13. Product Review Tips
• Create a CRM system that emails customers a week or two after the purchase
to ask for their feedback on the product
• Make sure the email is well designed with strong call to action
• Incentivise customers with monthly prizes or discount codes if they leave a
review
• Create a strong landing page for customers to add their reviews without having
to login or find the product – link directly from the email to a nice form they
can complete
• Make sure customers can review multiple products in the same form
• Allow customers to review different attributes such as value, quality, price etc
and then calculate an aggregate rating
• Try to use your own system, if you have to use 3rd party reviews be careful
about duplicate content and always own your data
• Encourage users to share their review via social media when it’s posted
• Place the reviews on the product page not on a separate URL

14. Internal Review
Testimonial
‐Increased
Conversion
Rate

15. External Review
Company Ratings
•
•
Improved CTR
Improved Conversion

16. Product Pages
Product Pages are not exciting
BUT…due to Google… They cant be
•
• Short
• Bland
• Or Duplicated
Must be designed to encourage to purchase

17. Product Page Tips
• Write informative & descriptive copy designed to reflect your brands
personality
• Write for your target audience
• Make sure the copy sells the product & covers features / benefits
• Forget about SEO and keywords
• Inject some fun into the descriptions
• Don’t make them too short – it’s rare that less than 250 words is OK
• Add an extra Experts Opinion to explain why you should buy this product
over another
• Try to cover all the likely objections and questions people might have
about the product
• Think about the product description as if you were stood on stage in front
of thousands of people trying to sell the product – what would you say?
How long would you spend writing your speech?

18. Category Pages
Biggest Challenge
•
• Small Specialist Retailer will rank higher
• Think of them as a Hub for the category
Users are usually in the Middle of the Sales Fun.

19. Category Pages
Biggest Challenge
•
• Small Specialist Retailer will rank higher
• Think of them as a Hub for the category
Users are usually in the Middle of the Sales Fun.

20. Other Ingredients
• Inforgaphics
• Videos
• UGC – User Generated Content
• Product Recommendations
• And much more….
• But first perfect the Meat & Potatoes

21. Questions
Contact Roger:
roger@lopezaguirre.com
Twitter: @inemode
www.linkedin.com/in/iamroger
Web: www.domyownpestcontrol.com