seo enhancements
Sep 11 2024
7 common technical ecommerce SEO mistakes to prevent

Ecommerce mistakes are as common as shopping carts filled to the brim during a Black Friday sale. Why is that, you ask? Well, the ecommerce world is complex. It’s easy for online retailers to trip over unexpected — but also quite common — hurdles. But fear not! Identifying and correcting these technical SEO mistakes helps turn your online store into a success story.

Table of contents

1. Poorly structured online stores

A well-organized site structure is fundamental for both user experience and SEO. It helps search engines crawl and index your site efficiently while guiding users seamlessly through your products and categories. Yet, many ecommerce retailers make the mistake of using very complex site structures.

Common issues:

  • Inconsistent URL structures: URLs that lack a clear hierarchy or use random character strings can confuse users and search engines.
  • Lack of breadcrumbs: Without breadcrumbs, users might struggle to navigate back to previous categories or search results, leading to a frustrating user experience.
  • Ineffective internal linking: Poor internal linking can prevent search engines from understanding the relationship between pages and dilute the distribution of page authority.

Solutions:

  • Organize URLs: Develop a clear and logical URL structure that reflects your site hierarchy. For example, use /category/subcategory/product-name instead of non-descriptive strings. This structure helps search engines understand the importance and context of each page.
  • Implement breadcrumbs: Breadcrumb navigation provides a secondary navigation aid, showing users their current location within the site hierarchy. Ensure breadcrumbs are visible on all pages and structured consistently.
  • Optimize internal linking: Create a strategic internal linking plan to connect related products and categories. Use descriptive anchor text to improve keyword relevance effectively. Check 404 errors and fix these, if necessary.

More tips:

  • Faceted navigation: If your site uses faceted navigation for filtering products, ensure it’s implemented to avoid creating duplicate content or excessive crawl paths. Use canonical tags or noindex directives where necessary.
  • Site architecture depth: Keep your site architecture shallow, ideally allowing users and search engines to reach any page within as few clicks as possible from the homepage. This enhances crawlability and improves user experience.
  • XML sitemaps: Regularly update your XML sitemap to reflect your site’s current structure and submit it to search engines. This ensures all important pages are indexed efficiently.

2. Ignoring mobile optimization

It seems strange to say this in 2024, but mobile is where it’s at. Today, if your online store isn’t optimized for mobile, you’re missing out on a big chunk of potential customers. Mobile shopping is not just a trend; it’s the norm. Remember, your customers are swiping, tapping, and buying on their phones — don’t make the mistake of focusing your ecommerce business on desktop users only.

Common issues:

  • Slow mobile load times: Mobile users demand quick access to content. Slow-loading pages can drive potential customers away and negatively impact your performance.
  • Poor user interface and user experience: A website design that doesn’t adapt well to mobile screens can make navigation difficult and frustrate users.
  • Scaling issues: Websites that aren’t responsive can appear cluttered or require excessive zooming and scrolling on mobile devices.

Solutions:

  • Responsive design: Ensure your website uses a responsive design that automatically adjusts the layout, images, and text to fit any screen size seamlessly.
  • Optimize mobile performance: Improve load times by compressing images, minifying CSS and JavaScript files, and using asynchronous loading for scripts. Use tools like Google PageSpeed Insights to identify speed bottlenecks and fix mobile SEO.
  • Improve navigation: Make your mobile navigation intuitive and easy to use. Consider implementing a fixed navigation bar for easy access and use clear, concise labels for menu items.
  • Streamline the checkout process: Simplify the mobile checkout process by reducing the required fields, enabling auto-fill for forms, and providing multiple payment options such as digital wallets. Ensure that call-to-action buttons are prominently displayed and easy to tap.
  • Test across devices: Regularly test your site on various devices and screen sizes to ensure a consistent and smooth user experience.

More tips:

  • Leverage mobile-specific features: Use device-specific capabilities like geolocation to enhance user experience. For example, offer location-based services or promotions.
  • Optimize images for mobile: Use responsive images that adjust in size depending on the device. Implement lazy loading so images only load when they appear in the viewport, improving initial load times.

3. Neglecting Schema structured data markup

Schema structured data markup is code that helps search engines understand the context of your content. Among other things, search engines use this to help display rich snippets in search results. Despite its benefits, many ecommerce sites underestimate its potential, missing out on enhanced visibility and click-through rates.

Common issues:

  • Lack of implementation: Many ecommerce sites make the mistake of failing to implement schema markup, leaving potential enhancements in search results untapped.
  • Incorrect or incomplete markup: When schema markup is applied incorrectly or not fully utilized, it can lead to missed opportunities for rich snippets.
  • Overlooking updates: Schema standards and best practices evolve, and failing to update markup can result in outdated, incomplete, or ineffective data.

Solutions:

  • Implement product schema: Use product schema markup to display key details such as price and availability directly in search results. This can make your listings more attractive and informative to potential customers.
  • Utilize review and rating schema: Highlight customer reviews and ratings with schema markup to increase trust and engagement. Rich snippets featuring star ratings can significantly improve click-through rates.
  • Add breadcrumb schema: Implement breadcrumb schema to enhance navigation paths in search results. This makes it easier for search engines to understand your site’s structure.
  • Use structured data testing tools: Use Google’s Rich Results Test and Schema Markup Validator to ensure your markup is correctly implemented and eligible for rich results. Address any errors or warnings promptly.

More tips:

  • Expand to additional schema types: Beyond product and review schema, consider using additional types relevant to your site, such as FAQ schema for common questions or product variant schema.
  • JSON-LD format: Implement schema markup using JSON-LD format, which is Google’s recommended method. It’s easier to read and maintain, especially for complex data sets.

4. Inadequate page speed optimization

Page speed is critical to user experience and SEO. Google’s emphasis on Core Web Vitals and page experience underscores the importance of fast, smooth, and stable web experiences. Slow pages frustrate users and negatively impact SEO, which can reduce visibility and traffic.

Common issues:

  • Large, unoptimized images: High-resolution images that aren’t compressed can significantly increase load times. This is one of the biggest and most common ecommerce mistakes.
  • Render-blocking resources: CSS and JavaScript files that prevent a page from rendering quickly can delay visible content.
  • Poor server response times: Slow server responses can delay the initial loading of a page, affecting LCP.

Solutions:

  • Optimize images: Compress images using formats like WebP and utilize responsive image techniques to serve appropriately sized images for different devices.
  • Eliminate render-blocking resources:
    • Defer non-critical CSS: Load essential CSS inline for above-the-fold content and defer the rest.
    • Async JavaScript: Use the async attribute for scripts that can load asynchronously or defer for scripts that are not crucial for initial rendering.
  • Improve server response times:
    • Use a Content Delivery Network (CDN) to cache content closer to users.
    • Optimize server performance by upgrading hosting plans, using faster DNS providers, and implementing HTTP/2 — or the upcoming HTTP/3 standard — for faster data transfer.
  • Enhance Core Web Vitals:
    • For LCP: Optimize server performance, prioritize loading of critical resources, and consider preloading key assets.
    • For INP: Focus on minimizing CPU processing by running code asynchronously, breaking up long tasks, and ensuring the main thread is not blocked by heavy JavaScript execution.
    • For CLS: Set explicit dimensions for images and ads, avoid inserting content above existing content, and ensure fonts load without causing layout shifts.

More tips:

  • Lazy loading: This method delays the loading of off-screen images and videos until they are needed, reducing initial load times.
  • Minimise HTTP requests: Reduce the number of requests by combining CSS and JavaScript files, using CSS sprites, and eliminating unnecessary plugins or widgets.
  • Use browser caching: Implement caching policies to store static resources on users’ browsers, reducing load times for returning visitors.

5. Improper canonicalization

Canonicalization helps search engines understand the preferred version of a webpage when multiple versions exist. This is important for ecommerce sites, where similar or duplicate content is common due to variations in products, categories, and pagination. Improper canonicalization can lead to duplicate content issues.

Common issues:

  • Duplicate content: Multiple URLs displaying the same or similar content can confuse search engines, leading to reduced performance.
  • Product variations: Different URLs for product variations (e.g., size, color) can create duplicate content without proper canonical tags.
  • Pagination: Paginated pages without canonical tags can lead to indexing issues.

Solutions:

  • Use canonical tags: Implement canonical tags to specify the preferred version of a page. This tells search engines which URL to index and attribute full authority to, helping to consolidate ranking signals.
  • Handle product variations: For product pages with variations, use canonical tags to point to the main product page.
  • Optimize pagination: Link pages sequentially with clear, unique URLs (e.g., using “?page=n”) and avoid using URL fragment identifiers for pagination. Make sure that paginated URLs are not indexed if they include filters or alternative sort orders by using the “noindex” robots meta tag or robots.txt file.

More tips:

  • Consistent URL structures: To minimize the potential for duplicate content, maintain a consistent URL structure across your site. Use descriptive, keyword-rich URLs that clearly convey the page’s content.
  • Avoid session IDs in URLs: If your ecommerce platform uses session IDs, configure your system to avoid appending them to URLs, as this can create multiple versions of the same page.
  • Monitor changes: Track any changes to your site architecture or content management system that could affect canonicalization.

6. Not using XML sitemaps and robots.txt effectively

XML sitemaps and robots.txt files help guide search engines through your ecommerce site. These tools ensure that search engines can efficiently crawl and index your pages. Missing or misconfigured files can lead to indexing issues, negatively impacting your site’s SEO performance.

Common issues:

  • Incomplete or outdated XML sitemaps: Many sites fail to update their sitemaps, which excludes important pages from search engine indexing.
  • Misconfigured robots.txt files: Incorrect directives in robots.txt files can inadvertently block search engines from accessing critical pages.
  • Exclusion of important pages: Errors in these files can result in important pages, like product or category pages, being overlooked by search engines.

Solutions:

  • Create and update XML sitemaps: Generate an XML sitemap that includes all relevant pages, such as product, category, and blog pages. Regularly update the sitemap to reflect new content or structure changes and submit it to search engines via tools like Google Search Console.
  • Optimize robots.txt files: Ensure your robots.txt file includes directives to block irrelevant or duplicate pages (e.g., admin pages, filtering parameters) while allowing access to important sections. Use the file to guide crawlers efficiently through your site without wasting crawl budget.
  • Use sitemap index files: For large ecommerce sites, consider using a sitemap index file to organize multiple sitemap files. This approach helps manage extensive product catalogs and ensures comprehensive coverage.

More tips:

  • Dynamic sitemaps for ecommerce: Implement dynamic sitemaps that automatically update to reflect inventory changes, ensuring that new products are indexed quickly.
  • Leverage hreflang in sitemaps: If your site targets multiple languages or regions, include hreflang annotations within your XML sitemaps to help search engines identify the correct version for each user.

7. Failing to optimize for international SEO

For ecommerce retailers targeting global markets, international SEO is crucial for reaching audiences in different countries and languages. A good international SEO strategy ensures your site is accessible and relevant to users worldwide. International ecommerce SEO is all about maximizing your global reach and sales potential — it would be a mistake to forget about this.

Common issues:

  • Incorrect hreflang implementation: Misconfigured hreflang tags can display incorrect language versions to users, confusing search engines and visitors.
  • Uniform content across regions: Using the same content for regions without localization can make your site less appealing to local audiences.
  • Ignoring local search engines: Focusing solely on Google can mean missing out on significant portions of the market in countries where other search engines dominate.

Solutions:

  • Implement hreflang tags correctly: Use hreflang tags to indicate language and regional targeting for your pages. This helps search engines serve users the correct language version. Ensure each hreflang tag references a self-referential URL and includes all language versions.
  • Create region-specific content: Localize your content to reflect cultural nuances, currency, units of measure, and local terminology. This enhances user experience and increases relevance and engagement.
  • Optimize for local search engines: Optimize your site according to their specific algorithms and requirements in markets where other search engines like Baidu (China) or Yandex (Russia) are prevalent.
  • Use geotargeted URLs: Implement subdirectories (e.g., example.com/us, example.com/fr) or country-code top-level domains (ccTLDs) such as example.fr to effectively target specific countries.

More tips:

  • Local backlinks: Build backlinks from local websites to improve visibility in specific regions. Set up local PR campaigns and partnerships to build credibility and authority.
  • CDNs and server locations: Host your site on servers within your target market to improve load times and performance for users in that region.
  • Structured data for local business: Use structured data markup to highlight local business information, such as location and contact details.

8. Not using Yoast SEO for Shopify

This is a bit of a sneaky addition, but number eight in this list of common ecommerce mistakes to avoid is not using Yoast SEO for Shopify or our WooCommerce SEO add-on. Both come with solutions for many of the common errors described in this article. Our tools make it easier to manage ecommerce SEO and Shopify SEO so you can focus on improving many other aspects of your online store. We provide a solid groundwork in a technical SEO sense and provide tools to improve your product content. We even have AI features that make this takes easier than ever.

Be sure to check out Yoast SEO for Shopify and WooCommerce SEO!

Common ecommerce mistakes to avoid

Regular technical audits and improvements are crucial if you want your online store to keep performing well. Addressing these technical issues helps ecommerce retailers improve search visibility, user experience, and conversion rates. Just be sure not to make these common ecommerce SEO mistakes again!



Edwin Toonen

Edwin is an experienced strategic content specialist. Before joining Yoast, he worked for a top-tier web design magazine, where he developed a keen understanding of how to create great content.

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Ecommerce MGMT 0 Comments
seo enhancements
May 29 2024
The basics of email marketing

Why is email marketing an important element of your marketing strategy? Because it’s a great tool to create and nurture a dedicated audience. Plus, it’s relatively easy to set up. In this post, we’ll discuss the basics of email marketing, and give you a few practical tips on how to get started.

The 4 benefits of email marketing

Before we start with the basics, let’s go over all the benefits of email marketing. Because there are plenty!

1. Committed audience

First, it’s good to remember that people who sign up for a newsletter want to receive information from you. They’re very committed, which is why email marketing pays off. Because the people you’re sending your newsletters to actually want to read your stuff!

2. Low costs

Second, the costs of email marketing are very low. This means email marketing has a relatively high return-on-investment. Plus, it helps that a newsletter is relatively easy to set up through a service like MailChimp or TinyLetter.

3. Increase retention

Third, email is a great way to increase your customers’ retention. This means it can increase the amount of customers that purchase repeatedly, instead of just once. In other words: email will help you turn your clients into return customers. How? By emailing your customers on a regular basis, your brand will stay top of mind and they’ll return more quickly to buy something again. Of course, your emails would have to be interesting, enticing and engaging for this to really work.

4. Specific messaging

Finally, it’s also easy to target specific subgroups within your entire audience. You can easily create these in your mail service, then send dedicated emails to your audience. Just don’t forget to regularly ask your audience what topics they’re interested in, and make it easy for them to opt-in or opt-out of receiving certain emails.

3 pitfalls of email marketing

1. A lot of work

Of course, creating content for a newsletter can be a lot of work. Especially if you’re also maintaining a blog. Plus, if you want to send out a newsletter on a regular basis, you’ll have to make sure your emails are filled with useful content. Don’t send your audience something they’re not interested in or have seen a million times before.

2. Don’t be clickbait-y

What’s more, don’t try to tease or bait your audience too much. Just like with clickbait articles—which no one likes—people want to receive useful and helpful emails. If you constantly ask them to read on without providing much information, your emails can become frustrating. Plus, they’ll take up too much time to fully engage with.

3. People are busy

Nowadays, people receive hundreds of emails every day. Which means most people don’t have the time to read all their emails. At best, they’ll scan through your email before clicking away. At worst, they’ll only read the subject line and then decide to read or delete. So you only have a few seconds to get your message across. Try to remember to be helpful and to the point, so people won’t get frustrated!

How to set up a newsletter?

Let’s dive into the basics of email marketing. If you follow these tips, you’ll be writing great newsletters in no time.

1 Start with the most important message

As we just discussed, most people won’t read your entire newsletter. That’s why it’s crucial to start with the thing you really want people to know more about. You could also choose something that people would like to read.

Bonus tip: one focus

While you can put in tons of messages and calls-to-action, it’s probably better to keep your newsletter focused and to the point. Ideally, you only want one call-to-action. Ask people to read, subscribe, or purchase. Don’t ask them to do everything at once. People are far too busy for that.

2 Choose a good subject line

Whether people actually open your newsletter depends on the subject of your newsletter. MailChimp, for example, makes it easy to test open rates of newsletters with different subject lines. So it really pays off to think about and test which subject lines work for your audience. Just don’t be too clickbait-y!

3 Clarity and focus

Make sure the layout of your newsletter is clear and looks appealing. And don’t forget to make your design responsive too, so people can read it on their phones and tablets. Finally, make sure your calls-to-action are clear by using buttons or boldened text for example.

4 Tone of voice

The people who signed up to receive your newsletter like your products, your blog, or your company. So your tone of voice should be friendly and enthusiastic, not aggressive or salesy. Your newsletter should make your audience even more fond of you and your products. So try to make them feel special!

5 Make it visual

No one likes receiving a wall of text. It makes your email look cluttered and stressful, and people will generally not want to read it. So use illustrations and pictures to break up the text and make your newsletter look more attractive.

Tips on making your newsletter more awesome

1. Choose the right tool

There are a number of helpful tools that make sending out emails that much easier. MailChimp is a popular one, and with good reason. It’s has an intuitive interface and a good free plan that allows you to easily get started with sending newsletters.

2. Test!

To get the most out of your email marketing, it’s smart to test what works and what doesn’t. For example, you can look into the time and day of the week you’re sending your newsletter. For personal blogs, the weekend could be a time to draw people to your site, while for others it might work better to send their newsletter during office hours.

Read more: A/B testing your newsletters »

3. Getting people to subscribe

In order to send people your newsletter, you have to convince them to subscribe first. Make sure you offer a subscribe field beneath your posts and on other visible places on your website. You can also use a pop-up to invite people to subscribe.

4. Make sure your newsletter is mobile friendly

We’ve said it before, and we’ll say it again! You need to have a responsive email design, because many people check their email on their phone. Luckily, a lot of mailing services offer default templates that are mobile friendly and will scale down nicely. This is a good option if you don’t want to spend too much time or money on your newsletter.

Conclusion about email marketing

Email marketing is a great way to reach your audience. You can communicate with clients that really want to be informed about your products or your company. Plus, email marketing is relatively cheap and contributes to keep your audience coming back to your site. So get those subscriptions and make sure you create a newsletter with interesting content and an appealing design that works on mobile as well!

Keep reading: Social Media Strategy: where to begin »



Cindy Paul

Cindy is a content manager at Yoast. She writes and optimizes blog posts, and enjoys writing content that will help people create better content for their site and users.

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Ecommerce MGMT 0 Comments
May 28 2024
Using the focus keyphrase for product pages in Yoast SEO

SEO is crucial for any online store. One key aspect that Yoast SEO needs to help you improve the SEO of your product pages is a focus keyphrase. This guide will help you find and fill in the proper focus keyphrase using Yoast SEO.

Understanding the focus keyphrase

The focus keyphrase is the main keyword or phrase that you want your product page to rank for in search engine results. It represents the core topic of your product pages. Usually, this is what you expect potential customers to type into search engines when looking for products similar to yours.

Adding the focus keyphrase in Yoast SEO

Why is the focus keyphrase important?

The focus keyphrase helps search engines understand the subject of your product page. When search engines crawl your product pages, they look for word patterns to determine what your page is about. By optimizing your product page around a specific keyphrase, you make it easier for search engines to index and rank your products accurately. As a result, your customers can find your products in the search results.

Filling in a focus keyphrase in Yoast SEO helps you optimize your product pages based on provided feedback. This might improve your product page’s search engine ranking. Higher rankings mean more visibility, leading to increased organic traffic and, ultimately, more sales. A well-chosen focus keyphrase ensures that your product page is relevant to what users are searching for.

Yoast SEO algorithms

Yoast SEO, Yoast WooCommerce SEO, and Yoast SEO for Shopify use algorithms to analyze your product pages based on the focus keyphrase you fill in. It checks if the descriptions you wrote for your products correctly use these keywords. This includes examining the keyphrase’s presence in the title, meta description, URL, headings, body content, and more. The tool gives feedback and suggestions to improve your ecommerce SEO.

Benefits of using a focus keyphrase in Yoast SEO

Using focus keyword phrases in Yoast SEO is essential, as it has many benefits, such as getting more targeted traffic. Optimizing for a specific product keyword attracts visitors specifically looking for your offer, increasing the likelihood of conversion.

A well-researched focus keyphrase can give you an edge over competitors who may not optimize their pages as effectively. Tracking the performance of your focus keyphrases helps you measure the effectiveness of your ecommerce SEO strategy. Based on performance data, you can refine and adjust your keyphrases.

An example: “Organic aloe vera gel”

Suppose you are selling “Organic aloe vera gel.” Your focus keyphrase might be “Organic aloe vera gel.” This keyphrase should be used consistently across your product title, meta description, URL, headings, and body content to ensure search engines understand the page’s relevance to users searching for organic aloe vera gel.

Understanding and using the focus keyphrase for product descriptions can enhance your online store’s SEO. As a result, your products will be more discoverable to potential customers.

How to determine the focus keyphrase for your products

Finding the right focus keyphrase involves understanding your product, keyword research, and analyzing its effectiveness. Here’s a step-by-step approach:

Step 1: Identify the product’s main features and benefits

Start by listing the primary features and benefits of your product. This will help you understand what makes your product unique and appealing.

Example:

  • Product: Organic aloe vera gel
  • Features: Organic, soothing, hydrating
  • Benefits: Soothes irritation, hydrates skin, suitable for sensitive skin

Step 2: Brainstorm potential keywords

Think of keywords and phrases a customer might use to find your product. Include broad terms as well as more specific, long-tail keywords. Head keywords are general descriptions of your product, while long-tail keywords are more specific and often less competitive.

Example:

  • Head keywords:
    • “Aloe vera gel”
    • “Skincare gel”
  • Long-tail keywords:
    • “Organic aloe vera gel”
    • “Natural aloe vera gel”
    • “Aloe vera gel for sensitive skin”
    • “Soothing aloe vera gel”

Step 3: Use keyword research tools

You can use keyword research tools to analyze the potential keywords you brainstormed. These tools can provide insights into search volume, competition, and related keywords. There are many tools out there, and you might have already picked a favorite. Popular tools are Semrush, Ahrefs, Ubersuggest, and Moz, but you can even ask ChatGPT to help you find good product keywords.

Step 4: Analyze and select the best keyphrase

Once you have everything, you can select the best one. Choose a keyphrase that is highly relevant to your product, has a good search volume, the proper search intent, and is not overly competitive. Also, ensure the keyphrase aligns with your customers’ language and terminology.

The main focus keyphrase is the primary keyword you want your product page to rank for. It is the central topic of your content and should be used consistently across various SEO elements. For example, for the product “Organic aloe vera gel,” the main focus keyphrase could simply be “Organic aloe vera gel.”

Related keyphrases are secondary keywords closely related to the main focus keyword. They help broaden the scope of your content and capture additional search queries that your main keyword might miss. Related keyphrases add context and relevance, making your product content more comprehensive and improving your chances of ranking for multiple related terms.

For example, for the main focus keyword, “Organic aloe vera gel,” related keyword phrases could be “Natural aloe vera gel,” “Aloe vera gel for sensitive skin,” or “Hydrating organic aloe vera gel.”

Keyphrase synonyms in Yoast SEO

Keyphrase synonyms are alternative words or phrases with the same or similar meaning as your main focus keyword. Diversifying the language used on your page helps you cover a broader range of search queries, enhances the natural flow of your product descriptions, and avoids keyword stuffing.

For instance, aloe vera moisturizer could be an alternative to the main keyword, aloe vera gel. You could use this to enhance your product descriptions and use more words to rank for:

“Our organic aloe vera gel is perfect for those seeking a natural skincare solution. This natural aloe vera gel hydrates and soothes your skin, acting as an effective aloe vera moisturizer. This soothing aloe gel is ideal for sensitive skin and provides instant relief from irritation.”

Search engines use semantics to understand the context and intent behind queries. Using related keyphrases and synonyms helps search engines better understand your product descriptions and match them to relevant queries.

Additional tips for selecting a focus keyphrase

Of course, you can do more to choose a good focus keyphrase for the products in your ecommerce store.

  • Consider user intent: Consider what the user is looking for when searching for your keyphrase. Ensure your keyphrase aligns with their intent.
  • Look at competitors: Analyze your competitors’ keyphrases. This can give you insights into what is working in your industry.
  • Use variations: Include synonyms and related terms in your content to cover a broader range of search queries.

Using branded keywords

If you want to rank products by their brand and model, the approach is slightly different but follows the same principles. When optimizing for branded products, start by identifying the brand and model names, as these are often the terms customers use in their searches.

Use keyword research tools to analyze these branded terms for search volume and competition. Look at how competitors are ranking and the specific keywords they are targeting. Consider long-tail variations, including the brand and model, such as “Nike Pegasus 39 Shield women’s weatherized road running shoes”. These long-tail keywords are often less competitive and more specific, attracting highly targeted traffic.

By combining the brand name with descriptive terms, you can create a comprehensive list of focus keyphrases that will help your product pages rank higher in search results and meet the search intent of potential customers.

An example project

Here’s an expanded example of how to find and implement focus keyphrases and related keyphrases for an “Organic aloe vera gel” product using Yoast SEO:

Example: Organic aloe vera gel

Main focus keyphrase Related keyphrases
Organic aloe vera gel Natural aloe vera gel
Aloe vera gel for sensitive skin
Soothing aloe vera gel
Hydrating aloe vera gel

Step-by-step implementation in Yoast SEO

  1. Enter focus keyphrase in the respective Yoast SEO field

    Enter the main focus keyphrase “Organic aloe vera gel” in the focus keyphrase field in Yoast SEO.

  2. Enter the related keyphrases

    If applicable, enter the related keyphrases in their respective fields.enter the related keyphrase in yoast seo shopify

  3. Title tag: Use the main focus keyphrase in the product title

    Example: “Organic aloe vera gel – Natural soothing and hydrating skincare”

  4. Meta description: Craft a meta description including the main focus and related keyphrases

    Example: “Discover our organic aloe vera gel, a natural solution for soothing and hydrating your skin. Perfect for sensitive skin, this gel provides instant relief and hydration”editing the meta description in yoast seo for shopify

  5. URL slug: Ensure the URL slug contains the main focus keyphrase

    Example: yourstore.com/products/organic-aloe-vera-gel/

  6. Headings: Include the main focus keyphrase in the H1 and the others in subsequent headers

    For example, the H1 would be “Organic aloe vera gel,” the H2’s “Natural aloe vera gel benefits,” “Soothing aloe vera gel for sensitive skin,” and “Hydrating aloe vera gel for daily use”adding related keyhrases to headings in yoast seo shopify

  7. Body content: Use keyphrases naturally in the product description + lists

    Example, although this is too short based on our advice: “Our organic aloe vera gel is crafted from the finest organic aloe plants, ensuring a soothing and hydrating experience for your skin. This gel provides natural relief from irritation and dryness and is ideal for sensitive skin. Use our natural aloe vera gel daily to keep your skin hydrated and healthy. The soothing properties of this gel make it perfect for calming red or irritated skin, while its hydrating effects ensure your skin stays moisturized all day long.” Don’t forget to add lists!

  8. Image alt text: Use the keyphrases to describe the product images

    For example: “Organic aloe vera gel bottle,” but try to make it descriptive about what’s in the image

  9. See whether Yoast SEO finds your keyphrases

    Ensure Yoast SEO checks for the keyphrase in the title, meta description, URL, headings, and body content.

  10. Check the feedback from Yoast SEO

    Review the feedback provided by the plugin and make any necessary adjustments to improve the SEO score. Remember that the SEO analysis shows all you can do to improve your product’s findability in the search results. On the other hand, the readability analysis helps you make the product content as understandable as possible, which is good for search engines and users.more feedback yoast seo for shopify

How to use focus keyphrases in Yoast SEO

By following these steps and effectively using the main focus keyword and related keyword phrases, you can optimize your product page for better search engine visibility and attract more targeted traffic to your online store.



Edwin Toonen

Edwin is a strategic content specialist. Before joining Yoast, he spent years honing his skill at The Netherlands’ leading web design magazine.

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Ecommerce MGMT 0 Comments
May 8 2024
How to write better blog posts for your Shopify store

Having awesome products is why people would shop in your Shopify store. But there are many options to get people to notice those amazing products. One of those is content marketing, and then specifically blogging. This article will give practical tips on improving your Shopify store’s blog posts.

Table of contents

Main reasons to publish blog posts on Shopify

If we break everything down, your content is what ranks in search engines. Of course, your products can appear in the various shopping sections in Google, but your content helps you attract an audience, build a brand, and get noticed.

Simply put, blogging can improve the SEO of your store or online business. It makes your store more visible to Google as regularly updated blog content encourages search engines to crawl and index your site more frequently. By writing about relevant topics, you automatically expand the range of keywords and phrases for which your Shopify business will rank.

In addition, as you fill your site with highly relevant content, you’re improving the overall quality of it. This provides a platform to engage customers, share valuable information, and respond to their comments and questions. As a result, you’re building a community around your brand, which will help to improve customer loyalty. Blogging on an online store can also increase your reach. People might be more inclined to share your blog content on social media or other outlets where your potential customers are.

Well-written, unique, high-quality, informative articles establish your brand as an industry authority. Blog posts are an amazing outlet to showcase your expertise and share insights on your Shopify site. All of this helps to improve your brand’s reputation.

Blogs improve customer experience

Of course, blogs are excellent for promoting new products, sales, and events. Content marketing through blogging is cost-effective compared to traditional advertising. But it’s not only about sales; it’s about educating users to get them ready to buy.

Blogs can educate customers about your products and industry. Educational content can reduce customer service inquiries by providing answers to common questions. Quality content can subtly influence purchasing decisions by highlighting the benefits and applications of your products. In the end, all of this helps potential customers make informed purchasing decisions.

Blogs give you a lot of options to inform your customers and improve their experience

Shopify blog posts have a long shelf life

If done well, your Shopify blog posts can continue attracting traffic well into the future. Blog posts generate leads long after publication, offering long-term ROI on your online marketing. Ensuring your content is evergreen helps you remain relevant and continues to draw in visitors over time.

Lastly, a well-maintained blog can set your ecommerce site apart from competitors. It can become a competitive advantage if your competitors lack a decent content marketing strategy. Unique and engaging content can be a key differentiator for your brand. Blogging can be a powerful component of your Shopify store’s online marketing strategy.

Here’s how to set up a blog on Shopify.

Well-written blog posts can keep bringing in traffic for quite some time
Well-written blog posts can keep bringing in traffic for quite some time

Pitfalls to avoid when starting a Shopify blog

We’ve seen that adding a blog to your online store can significantly enhance your brand’s visibility, customer engagement, and SEO performance. However, some pitfalls can undermine its success. One challenge is keeping a consistent posting schedule. You need it to keep your audience engaged and your SEO in check, but people frequently overlook this.

Another common pitfall is producing irrelevant or low-quality content that doesn’t provide value to your audience. In the end, this could hurt your online business. Additionally, neglecting ecommerce SEO can limit your blog’s visibility and effectiveness.

Tips for writing blog posts that strike a chord

We’ve established that adding a blog to your Shopify store can bring great benefits, but only if you do it well. One of the most important points to consider is content quality. Content quality is what you say and how well you say it. Your writing talent can make or break your Shopify blog posts. These days, it’s enticing to open ChatGPT or Gemini and ask it to write a post for you, but that’s not actual writing.

Know your audience

Understanding your audience is crucial for effective writing. By knowing who you’re writing for, you can tailor your content to their needs, interests, and preferences, making your blogging more engaging and relevant. This involves using language and examples that resonate with them, fostering a deeper connection, and encouraging interactions like comments and shares. Conducting keyword research for your Shopify store is also essential, as it helps address your audience’s specific concerns and challenges, making your writing clearer and more direct.

Eliminating unnecessary jargon and focusing on clarity ensures your message is communicated efficiently. This increases the likelihood of persuading your audience to take action, whether making a purchase or engaging with your brand. Ultimately, this will boost conversions and build loyalty.

Keep your writing clean and to the point

For effective blog content, you should use simplicity, clarity, and brevity as your main guiding principles. Start by clearly understanding the primary message you want to convey. This understanding will guide your writing, helping you stay focused and avoid unnecessary digressions.

Then, plan out what you want to write before you start writing. Outline the main points you want to cover. A structured approach helps organize thoughts and ensures that each paragraph contributes directly to your overall message. Making a mindmap can help you structure your thoughts and make new connections between thinking. Planning makes the writing part so much easier.

An example of a mindmap explaining the topic of Google BERT for a blog post
An example of a mindmap explaining the topic of Google BERT for a blog post

Keep it simple

Avoid jargon and complex vocabulary that might confuse your readers. When possible, use everyday language to ensure clarity. Opt for simpler alternatives that make your message clear. As a result, your writings will be accessible to a broad audience.

Be direct and concise by using short sentences and paragraphs. Get to the point quickly by eliminating filler words and redundant phrases that don’t add value to your message.

Don’t forget to write in the active voice instead of the passive voice. Write in the active voice as much as possible. It’s more direct, lively, and clear than the passive voice, making your writing easier to understand.

Make it human and make it your own

As a beginning writer, you’re always searching for your voice. This takes a while to develop. For instance, you might want to infuse your writing with a sense of humanity and uniqueness. Try adopting a conversational tone as if you’re talking to a friend. If it makes sense, don’t shy away from sharing personal anecdotes and experiences that illuminate your points.

Expressing your opinions thoughtfully can add depth to your blogging. You can make your stories more vivid by using descriptive language that taps into the senses. This can make your content more emotionally resonant. Importantly, let your personality and unique voice shine through. Ultimately, this is the authenticity that makes your writing distinctive and relatable.

Develop a tone of voice that fits your brand

Developing a distinct tone of voice for your writing begins with deeply understanding your audience. You’ll also need a clear definition of your brand’s personality and an analytical review of your existing content.

If you want your content to resonate with your readers, you must delve into who they are. You need to identify their interests, values, and the language that speaks to them. This forms your brand’s personality — whether authoritative, playful, inspiring, or something else. Describing your brand in human characteristics helps craft a personal and engaging tone.

Simultaneously, examine your current content to see what performed well. This can provide valuable insights. If you want to find aspects of your tone that resonate with your audience, you should check articles that got much engagement or positive feedback in the past.

Writing is rewriting

Embrace the concept that “writing is rewriting.” Begin by taking a break after your initial draft to gain a fresh perspective, then read your work aloud to catch any awkward phrasing or inconsistencies.

Initially, focus on the overall structure to ensure ideas flow logically. Be prepared to ruthlessly cut anything that doesn’t directly contribute to your main points. Simplify difficult sentences and get feedback from trusted sources for fresh insights.

Revising and refining your work enhances its clarity and impact, but you must know when to stop. But remember that truly great writing comes from a willingness to revisit and improve your initial ideas.

Yoast SEO for Shopify improves your blog posts

Yoast SEO for Shopify has tools to significantly enhance your content’s quality and visibility. This Shopify SEO app aims to help you make your content SEO-friendly and engaging for your customers.

Yoast SEO provides detailed analysis and actionable recommendations for optimizing your content, including product descriptions, blog posts, and web pages. It guides you on where to place your target keywords, how to structure your content for better readability, and what you might be missing regarding SEO best practices.

The readability analysis feature evaluates your content to ensure it’s clear and accessible to your target audience. It checks for sentence length, passive voice usage, and paragraph structure, offering suggestions to make your content easier to read. This improves user experience and increases engagement rates, as readers are likelier to stay on straightforward and engaging pages.

Yoast SEO for Shopify helps you optimize your blog post for readability and SEO

Examples of great blogs on Shopify

Exploring successful blogs on Shopify stores can provide valuable insights and inspiration for your content strategy. Here are some examples that have harnessed the power of blogging to engage their audience, enhance brand awareness, and drive traffic to their stores.

Partake Foods

An example of a blog post on the Partake Shopify blog
  • Overview: Partake Foods stands out not just for its allergy-friendly food products but also for its engaging and informative blog. The blog is a resourceful hub where readers can find many recipes, food allergy guides, parenting tips for managing allergies, and insights into an allergy-aware lifestyle. It caters to the needs of parents looking for safe, delicious options for their children with food allergies, but it goes beyond just food.
  • Why it works: The success of the Partake Foods blog lies in its ability to directly address and alleviate the concerns of its core audience—parents navigating the complex world of food allergies. By providing valuable, practical content, Partake Foods positions itself as more than just a food brand; it becomes a trusted ally to families.
  • Source: Partake Foods blog

Briogeo

An example of a blog post on the Briogeo Shopify blog
Briogeo has a great blog with loads of useful content
  • Overview: Briogeo, a natural hair care brand, enriches its Shopify store with a blog that serves as a cornerstone for educating and engaging its audience. This blog doesn’t just sell products; it delves into various topics relevant to natural hair care, including detailed guides on hair types, the benefits of specific ingredients, and tutorials on tackling common hair concerns.
  • Why it works: The effectiveness of Briogeo’s blog lies in its educational approach, addressing its audience’s specific needs and questions with information and practical advice. By focusing on the intricacies of natural hair care and the science behind their product formulations, Briogeo establishes itself as an authority in the space.
  • Source: Briogeo blog

Death Wish Coffee

An example of a blog post on the Death Wish Coffee Shopify blog
An example of a blog post on the Death Wish Coffee Shopify blog
  • Overview: Known as producing the world’s strongest coffee, Death Wish Coffee’s blog is a treasure trove of coffee culture, brewing tips, and company news. It effectively engages coffee enthusiasts with content ranging from the science behind caffeine to stories of people living life to the fullest, embodying the brand’s adventurous and bold spirit.
  • Why it works: The blog perfectly captures the brand’s essence — intense, passionate about coffee, and a bit rebellious. By sharing content that appeals directly to their target audience’s interests, they promote their products and build a strong community of coffee lovers. The blog serves as a platform to educate readers about their unique value proposition while entertaining and informing them about coffee.
  • Source: Death Wish Coffee blog

BeardBrand

The BeardBrand blog is all about growing and improving beards and mustaches
  • Overview: BeardBrand takes the concept of beard care and elevates it to a lifestyle, which is vividly reflected in their blog. Their content ranges from grooming tips and style advice to deeper dives into the culture of beard-keeping. BeardBrand’s blog is a comprehensive guide for anyone looking to embrace their facial hair, offering insights into grooming techniques, product recommendations, and the philosophy behind growing a beard. It’s not just about selling beard oil or grooming kits; it’s about fostering a community and identity among beard enthusiasts.
  • Why it works: The BeardBrand blog excels because it taps into the lifestyle and ethos of its audience rather than merely focusing on product usage. By addressing the broader culture of beard-keeping and the lifestyle that comes with it, the blog connects on a deeper level with readers who see their beards as an expression of their identity. This connection is further solidified by the blog’s clear, confident, and engaging tone of voice, which mirrors the brand’s ethos of self-care and community.
  • Source: BeardBrand blog

Veloforte

An example of a blog post on the Veloforte Shopify store
An example of a blog post on the Veloforte Shopify store
  • Overview: VELOFORTE, recognized for its range of natural, performance-enhancing nutrition products, extends its commitment to athlete support through its engaging and informative blog. The blog stands out as a valuable resource for athletes of all levels, offering nutritional advice, endurance training tips, and insights into optimizing performance through natural means.
  • Why it works: The success of VELOFORTE’s blog lies in its precision targeting and expertly crafted content that speaks directly to the needs and interests of endurance athletes. By providing scientifically backed nutrition and training advice, the blog positions VELOFORTE as a thought leader in sports nutrition and deepens trust with its audience. This trust is crucial for a brand whose products are designed to support peak athletic performance.
  • Source: Veloforte blog

Made in Cookware

An example of an post on the Made In Cookware Shopify blog
An example of an article on the Made In Cookware Shopify blog
  • Overview: Made In Cookware distinguishes itself through its high-quality kitchen tools and richly informative blog. This platform serves as a culinary hub, offering everything from cooking tips and detailed recipes to chef interviews and insights into the manufacturing processes of their cookware. The blog aims to educate home cooks and culinary enthusiasts, providing information that spans basic cooking techniques and advanced culinary concepts.
  • Why it works: The effectiveness of Made In Cookware’s blog lies in its ability to demystify the cooking process, making gourmet cooking accessible to a broader audience by sharing professional chefs’ secrets and offering guidance on using their products to achieve the best culinary results, Made In positions itself as an ally in the kitchen. This educational approach builds trust with the audience and illustrates the value of investing in quality cookware.
  • Source: Made in Cookware blog

These examples illustrate how diverse Shopify stores use blogging to connect with their audience. These blogs effectively enhance their brand’s online presence and customer engagement through educational content, behind-the-scenes stories, or practical advice. These examples serve as a blueprint for success for anyone looking to boost their Shopify store’s content strategy. Consider integrating similar approaches tailored to your brand’s unique voice and audience needs.

Write awesome, helpful content that builds your brand

Blogging is great as it can help your Shopify store to stand out from the crowd. While adding a blog is easy, writing your content is harder. Make sure to write high-quality content about the topics you know your customers are interested in. Use easy-to-understand language and other writing tips to make your content come alive.



Edwin Toonen

Edwin is a strategic content specialist. Before joining Yoast, he spent years honing his skill at The Netherlands’ leading web design magazine.

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Nov 30 2023
Use generative AI to make products stand out in search

Visibility on Google’s search results can make or break a business’s success. Generative artificial intelligence (AI) has emerged as a valuable ally for ecommerce companies seeking to enhance their online presence. Discover how generative AI can help your WooCommerce products stand out on search engine results pages.

Table of contents

Generative AI: A business’s secret weapon

Picture yourself armed with a tool to help you outpace your competitors. Generative AI is a tool that helps online entrepreneurs succeed. It’s more than just automating processes — it’s about creating user experiences that feel personalized and products that deeply resonate.

Generative AI tools learn from existing data to produce new, unique content, including text, images and designs that often rival human-made creations. Utilizing this technology can result in distinctive product-related content that stands out.

Fresh, quality content is vital for SEO. Generative AI can mold your product information to engage your audience and satisfy Google’s search algorithms.

Product descriptions that connect and convert

Envision product descriptions that do more than convey facts — they weave a narrative that connects with consumers’ emotions. Generative AI tools can craft such descriptions, leveraging your product’s features to produce content that aligns with your customers’ search intentions. This AI-driven copy can improve conversions with the right balance of targeted keywords and emotional appeal.

Titles and meta descriptions are crucial — their appeal can be the difference in a fraction of a second. They serve as your online shop’s calling card, tempting potential buyers to dive deeper into your offerings. Yoast SEO Premium can generate awesome titles and meta descriptions for you with a single click.

Titles that draw buyers in

The first interaction between a potential buyer and your WooCommerce shop is often through your product title. Generative AI can be your virtual copywriter, generating SEO-friendly titles that captivate. It combines creativity and keyword insight to craft titles that compel shoppers to look closer.

Generative AI can rapidly produce a variety of title options, reducing the time you’d spend brainstorming manually. Let the AI analyze your product and suggest titles, and you choose the one that packs the most punch.

Meta descriptions that make promises

Your meta description sits below your title in search results, acting as a quick sales pitch. Generative AI is adept at developing meta descriptions that are keyword-rich and compelling, guiding searchers toward that all-important click.

For WooCommerce users, product pages benefit from great meta descriptions. These improve click-through rates, signaling the value of your content to Google.

Evaluating AI titles and meta descriptions

When crafting AI-generated titles and meta descriptions for your e-commerce site, prioritize clear, product-focused content. Succinctly convey what’s for sale and emphasize key features and benefits. Keep the titles and descriptions concise to fit search engine display limits. Ensure each is tailored to avoid duplication across product pages. Incorporate compelling calls to action and highlight promotions or special offers to entice clicks and conversions.

Blend in primary and relevant long-tail keywords naturally. Make sure to reflect what potential customers might search for, including product names and specific attributes. Where brand strength is an asset, ensure brand names are visible to build trust and capitalize on brand loyalty. Titles and descriptions should also connect with buyers. When appropriate, address their purchasing motives and include social proof elements like high ratings or best-seller statuses.

Accuracy in product representation is crucial to maintaining credibility and reducing bounce rates. Prepare content with mobile users in mind, ensuring readability and impact on smaller screens. Finally, consider how your content will interact with rich snippets. Constantly refine with a human touch for optimal alignment with your e-commerce goals. Lastly, regularly review your SEO performance to tweak and enhance your approach.

AI is now in Yoast WooCommerce SEO

The Yoast WooCommerce SEO plugin uses generative AI to create engaging titles and meta descriptions for your products. It integrates smoothly with your workflow. The AI ensures your content is optimized for search engines and potential customers, enhancing efficiency and effectiveness.

This pairing of generative AI and Yoast WooCommerce SEO makes a great tool to improve your product pages. It’s an excellent example of how to use AI to make products stand out in Google’s search results. Your WooCommerce online store can then attract more clicks and encourage conversions, giving your products the showcase they deserve.

Get your products ready for primetime with AI in Yoast WooCommerce SEO

Bringing a personal touch to AI in eCommerce

Generative AI tools can make a big difference in how your products appear in Google searches. But it’s the personal element that makes your WooCommerce store stand out.

Keeping it real with human insight

While AI gives you the starting points for content, human expertise turns it into something special. Whether through expert advice or personal stories about your products, this human insight can make your store’s content feel more genuine and trustworthy.

Balancing AI and authenticity

It’s important that your AI-generated content still sounds like it comes from a real person — your brand’s unique voice. Editors play a big role here, tweaking the AI’s work to ensure it hits the right note with your customers.

Mix AI with a human touch

The best way to get noticed on Google isn’t just about using AI. It’s about combining AI’s smarts with the relatable and genuine feel that comes from real people. It makes your WooCommerce site not just another online shop but a place where customers feel understood and valued. This creates a mix that appeals to both Google and human customers.

You need a solid integration of AI and human creativity to get that searcher from the SERP listing to a completed purchase. So, while AI is beneficial, you still need to work to make products stand out in search results.

Generative AI is great, but…

Incorporating generative AI into SEO efforts comes with hurdles businesses should consider. Quality control can be uneven, necessitating a careful review of AI-generated content to maintain brand standards. The material produced may not always be relevant or accurate, sometimes requiring human correction to align with market trends. Relying on AI can dilute a brand’s unique voice. Also, changes in Google’s helpful content guidelines could mean AI might struggle to keep up without human guidance.

There are ethical concerns surrounding AI content creation, such as transparency and the potential for misleading information. A heavy dependence on AI can curb human creativity, and additional resources are often needed for AI training and incorporation into existing workflows. Additionally, AI’s unpredictable nature can yield off-brand or inappropriate content. Lastly, AI’s originality might not match the depth a human writer provides.

Despite these potential issues, with tactful application and human oversight, generative AI can improve your ecommerce SEO and keep your business competitive online.

Using generative AI to stand out in Google’s search results is no futuristic concept. WooCommerce store owners who want to improve their online visibility can use it today. Combine AI’s inventive capabilities with your strategic human insight for better product visibility and allure.

To thrive online, offer more than products — deliver stories that speak to the desires and searches of your customers. Integrate generative AI into your SEO strategy and help it build an audience for your ecommerce business.

Are you ready to take your WooCommerce store to the next level with generative AI? Showcase your products on Google’s search results and drive growth. Check out the Yoast WooCommerce SEO plugin and transform your ecommerce SEO.



Edwin Toonen

Edwin is a strategic content specialist. Before joining Yoast, he spent years honing his skill at The Netherlands’ leading web design magazine.

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Nov 7 2023
7 content marketing strategies for your online shop

Great SEO forms the foundation of your online store, setting the stage for increased visibility and traffic. Yet, the real magic happens when you blend this with a strong content marketing strategy for your online shop. This is where you transform casual clicks into a captivated audience, ready to explore what your online shop has to offer! It’s not just about being seen; it’s about creating a connection that turns visitors into valued customers. In this blog post, we’ll guide you on creating a content marketing strategy that breathes life into your online business. Get ready to boost your sales and succeed in the world of ecommerce!

What is content marketing?

Content marketing is the art of creating and distributing valuable, relevant content to attract and engage a target audience — and, ultimately, to drive profitable customer action, whether it’s making a purchase, signing up for newsletters, or sharing your content. It’s about understanding the needs and questions of your customers and providing the answers through quality content.

Unlike traditional marketing, content marketing turns the spotlight away from the products themselves and shines it on the story, the context, and the value they add to the customer’s life. It’s not a pitch; it’s a conversation. It’s how brands today build a loyal following by offering tidbits of wisdom, entertainment, and inspiration without asking for anything in return—at least not right away.

Why is content marketing important for your online shop?

Within the world of ecommerce, content marketing becomes the bridge between online visibility and conversion. It’s important because it answers your audience’s questions and helps you build trust, develop relationships, improve conversions, and generate leads. Customers consistently expect high-quality content from their favorite brands. Content marketing also helps improve your visibility in search engine results, which is crucial for attracting customers in a space where the competition is only a click away. It also provides a means to keep your audience engaged with your brand between purchases.

7 strategies to unlock ecommerce success

Content marketing includes many different types of content, like blogging, social media, video and so much more. Here, we’ll guide you through these options and help you make the right choice for your specific needs and goals.

1. Effective blogging strategies

Blogging is a fundamental content marketing strategy for online shops. Regularly publishing informative and engaging blog posts related to your products or industry can attract and educate potential customers. It also provides valuable content for search engines to index, improving your SEO.

For ecommerce, this means creating blog posts that not only showcase your products but also provide actionable advice. For instance, if you’re selling eco-friendly products, a blog post on “10 easy ways to make your home greener” can educate your audience while subtly introducing your products. Or if you’re selling jeans you can create content surrounding the topic of jeans, like how to wash your jeans. Use keyword research to guide your topics, ensuring they’re not only interesting but also SEO-proof!

Zappos has a blog with content on various relevant topics, like jeans

Read more: How to write a blog post: A step-by-step guide from preparation to publication »

2. Harness the power of social media

Social media is your digital storefront where your brand’s personality shines. It’s not just about promotion; it’s about connection. Create a content mix that includes product highlights, customer testimonials, and even memes that align with your brand voice. For example, if you have a new line of kitchenware, why not run a “Recipe of the Week” feature on Instagram with pictures of meals made using your products? Engage with your followers by asking them to share their own creations.

An example of #RecipeOfTheWeek

Keep reading: How to use social media to reach your audience »

3. Maximize email marketing impact

Email isn’t dead; it’s one of the most direct ways to reach your customer. Segment your audience and tailor your messages. A customer who bought a tent from your outdoor shop might appreciate an email about the top 10 camping spots in their area, along with a special offer on camping gear. Use automation to trigger emails based on customer behavior, like a follow-up email with care tips after a purchase, to keep your brand at the forefront of their minds.

An example of a follow-up email from an outdoor company

Read on: Getting started with email and social media marketing »

4. Engage with your customers through video

Video is a dynamic way to showcase your products in action. For example, if you sell fitness equipment, a series of short workout videos can demonstrate the versatility of your products. These can be shared across platforms, from YouTube to TikTok, depending on where your audience spends their time. Remember, videos can also be repurposed; a live Q&A session on Facebook can later be edited into bite-sized tips for other platforms!

Did you know that there’s also such a thing as video SEO? Video SEO is optimizing your videos and video content pages to make them appear in the regular search results for the keywords you want them to be found for. There are primarily two strategies for video optimization: one aims to increase your website’s visibility in video and universal search results (Video SEO), while the other focuses on boosting the presence of your videos on various social media platforms and ensuring they are prominent within Google search results (this includes optimizing for platforms like YouTube, Facebook, etc.). Want to learn more? Learn how to rank your videos with our guide on Video SEO.

5. Create an editorial calendar as a roadmap

An editorial calendar is your content compass. Tools like Trello or Asana can help you visualize your content strategy and ensure that your team is on the same page. This calendar should be flexible; be ready to adapt to trends or breaking news relevant to your audience. It also helps you plan for seasonal content, like a summer essentials guide for your fashion store, ensuring you’re always ahead of the trend.

What Trello looks like

6. Optimized product descriptions for SEO

Your product descriptions are where SEO meets persuasion. Instead of just listing features, tell a story. For a coffee machine, don’t just talk about the technical specs; describe the aroma of fresh coffee that fills the room. Use keywords naturally, and remember to optimize for long-tail keywords, like “energy-efficient Italian espresso machine,” which can capture a more targeted audience.

Keep on reading: 7 ways to improve product descriptions in your online store »

7. Enhance product visibility with structured data

Structured data is like a secret handshake with search engines. It translates your product information into a language they understand, which can lead to richer search results. For example, by using Schema.org markup, you can make sure your guitars show up with ratings and prices right in the search results, making it easier for customers to make a decision.

Example of 5-star review rich result for Fender Guitarre

Optimizing your product descriptions with structured data is a game-changer in how your products appear in search results. By leveraging the Yoast WooCommerce SEO plugin or the Yoast SEO for Shopify app you can enhance your product listings with rich snippets, thanks to Schema.org structured data integration. This makes your listings more eye-catching with ratings, price, and availability directly visible in search results. Yoast SEO simplifies the process; you’re not just listing products; you’re providing a richer, more informative search experience that can translate into better visibility and higher sales.

Achieving ecommerce excellence through content marketing

Ecommerce content marketing is not just about selling; it’s about creating a narrative that weaves your products into the lives of your customers. Embrace content marketing as a powerful tool and use these strategies to build that narrative and watch your online shop thrive!

Read more: The ultimate guide to ecommerce SEO: how to sell more online »

Iris Guelen

Iris Guelen is Yoast’s Content Lead. She loves to write and is responsible for Yoast’s content strategy. Making sure you get top-notch content through articles, email, social media, video, and more!

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