Building Content on E-Commerce Store
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Hey guys,
In 2011 it seems more and more important to build great content on your website to help SERP rankings.
With an E-Commerce store what is the best way to add content? Would using the blog and adding related blog articles related to the product work and internally linking the anchor text to the specific product page?
Obviously it would be more beneficial to rank the specific product page so wouldn't this method take away from those efforts? Or do we bank on being able to channel the visitor from the blog to the product page?
Thanks
Jason
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Depending on the size of the site I would start look at the 'static pages' (Services, about us etc) and categories (as Alan mentions). These pages can allow you to rank for the broader match terms which usually have decent traffic amounts before going on the the daunting task of writing unique content for products (again as Alan mentions).
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The single most important content is on those pages you want to rank in the organic results - pages you want people to come to. Blog content can SUPPORT that, however only as a secondary reinforcing means.
Unique paragraph based content on every category page, product thumbnail captions should be on all category pages. Individual product pages should have unique descriptions - neither found anywhere else on the web and also more than a handful of bullet points - the more content you can get on product pages, thats unique, the better.
This is why ratings and reviews are so popular on product pages nowadays - it's an additional (but should not be the primary) way to get more content on product pages. Through user generated content (UGC).
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Market your product on the article page the same way that you would display any ad.
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