If you haven’t read parts 1 and 2, you should visit those parts first to understand the whole process before reading this post:

• Part 1: Find A Niche
• Part 2: Create Content

If you have been reading the previous two posts you will firstly understand the importance of finding a niche for your ecommerce business and how to do research for it. Secondly, I discussed about creating unique content that will be crucial to how well you rank in search engines, which will bring consumers back to your website to purchase more products and services.

In this post I will be sharing with you the method to write unique quality content for your ecommerce business. It is important to have a point of difference in the market so your ecommerce business stands out from the crowd. Otherwise you will be lost within the pool of millions of websites already on the Internet.

What Type Of Content Will You Need?

An ecommerce website is made up of informative content written within the homepage to product descriptions. These pages put together will form the foundations of your ecommerce business and helps consumers find your products and services. Listed below are some of the content pages an ecommerce website must have as a minimum:

• Homepage content
• FAQ
• About Us
• Contact Us
• Testimonials
• Shipping And Returns
• Conditions Of Use / Disclaimer
• Privacy Notice
• Terms Of Use
• Product Descriptions

Additional Sections To Boost Your Ecommerce Website Contents:

A post I wrote previously called How To Build Great Pillar Content For Your Internet Business? is a post I recommend reading first to gain a better understanding of pillar content. The post shows you the different examples of articles to write for your Internet business:

1. How To Article – shows people how to do a certain task or instructions on building something
2. Definition Article – defines a term in your industry
3. Present A Theory Or Argument – writing to present some unique thought
4. Release A Significant Resource – a report, podcast, video
5. A “List” Article – it’s very easy to scan and share. Can be a top 10 list or action points
6. Technical Or Visual Guide – a screen capture presentation or how to fix something using a video presentation. It is also a very detailed step by step blueprint on exactly how to complete a task.

You can apply these additional pillar articles to your ecommerce business to further assist in marketing your products and services. Most consumers enjoy reading how to articles which encourages them to take action, so remember to link your products to them within your ecommerce business.

How To Write Quality Content For Your Ecommerce Business?

There a few simple steps you can take to help improve the written quality of your content:

1. Page Structure
Search engines love page structure. The more your page reads like an outline the more search engines are going to like it. Put the most important part of your page (usually a product or category name for an e-commerce website) in a Heading 1 (h1) tag, put the next most important item in an h2 tag. This allows the search engine crawler (the computer that goes through your website to index it) to easily create a hierarchy of the content on the page. By doing this the search engine can determine what the topic of the website is and what any sub-topics may be.

2. Keywords
To find the right keywords to use requires you to find out what people are searching for. There are a number of free and paid services out there that will help you analyse what keywords will help your products be easily found. I discussed about the different methods to research keywords in the first part of this series in Determine The Amount Of Competition. Also you can run a Google search for ‘Keyword Analysis’ and you should find plenty of services. Once you know what keywords you need to include try to add as many as you can into your product names and descriptions. Though, and this is very important, never sacrifice the quality of your content just to cram in some extra keywords. If it looks like you just crammed a bunch of keywords on a page, consumers are going to be skeptical about buying your products. You want people to view your products because you wrote a quality description that included a few keywords.

3. Be Descriptive, Not Deceptive
Never compromise the quality of your writing or product descriptions to jam a few more keywords into the page. Make sure you maintain a balance of good keywords to solid and descriptive writing. Nothing will turn off a potential customer more than feeling like they were tricked into visiting your site because it is so loaded with keywords where the content doesn’t make sense. Don’t get so caught up in getting potential customers to your site that you forget what to do with them when they get there!

In the next post I will be showing you how to market your ecommerce business and to utilise everything we have discussed.

Tyrone Shum
Writing Quality Content