Ecommerce Content Optimization: How to Drive More Traffic and Sales

Blogging is a great way to drive organic search traffic and build authority in your niche.

Here’s how to make your blog posts work harder for your ecommerce business:

1. Optimize content for search engines

SEO is essential if you want your blog posts to drive organic traffic. But it’s not just about stuffing keywords into your content. You need a smart approach that matches user intent.

Here’s how to optimize for SEO:

• Research long-tail keywords: When doing keyword research, focus on long-tail keywords—specific phrases that your target audience is searching for. For example, instead of just targeting “yoga mats,” use “best eco-friendly yoga mats for home workouts.” Long-tail keywords are less competitive and often attract more qualified search engine traffic.
• Incorporate keywords naturally: Once you’ve identified your keywords, integrate them into your titles, headers, and throughout the body text. But don’t overdo it—Google rewards natural, user-focused content. Ensure that keywords flow naturally and enhance the overall reading experience.
• Use structured data: Adding schema markup or rich snippets can help search engines better understand your content and display enhanced search results. This is especially useful for how-to articles, product reviews, and lists.
• Optimize meta descriptions: Write a compelling meta description that includes your target keywords and entices users to click. Although meta descriptions don’t directly impact ranking, they play a crucial role in improving your click-through rate (CTR).

Pro tip: Optimize images for SEO by using descriptive filenames and adding keyword-rich alt text. This not only helps with SEO but also makes your content more accessible.

2. Create valuable, engaging content

Your blog posts should provide genuine value to your readers. Create content that answers users’ questions, solves problems, or educates the audience as search engines like Google prioritize this kind of content.

Here’s how to ensure your content strategy hits the mark:

• Address common pain points: Use tools like Google’s “People also ask” section, AnswerThePublic, or forums to find out what questions your target audience is asking. Tailor your content marketing strategy to address these questions directly.
• Offer useful tips and in-depth guides: The more actionable and helpful your content is, the more likely readers are to stay on your page and even share it. If you sell products like fitness gear, create guides like “How to Choose the Best Running Shoes for Beginners” or “5 Essential Post-Workout Stretches.”
• Use data and examples: Data-backed claims and real-world examples increase your credibility and make your content more persuasive. For instance, if you’re discussing how a particular product improves productivity, share statistics or case studies that support your claim.
• Engage with storytelling: Sometimes, blending facts with storytelling can create a more engaging experience for the reader. Stories help readers relate to your content and envision how your products could fit into their own lives.

Pro tip: Keep your existing content fresh and updated. Regularly revisit older posts to update information, refresh statistics, and improve relevance—this can help maintain or even improve your rankings over time.

3. Do internal linking

Internal linking is a simple but powerful content strategy that keeps readers on your site longer and directs them to other valuable content or product pages.

Here’s how to do it effectively:

• Link to product pages: Whenever relevant, include links to your product pages. For example, if you’re writing about skincare routines, link to the specific products you sell that complement those routines. This helps subtly guide readers toward making a purchase.
• Link to related blog posts: Show visitors that there’s more valuable content to explore. For example, if someone is reading a post about sustainable fashion, you can link them to another blog about eco-friendly lifestyle choices or offer tips on sustainable clothing care.
• Use contextual anchor text: Instead of generic “click here” links, use descriptive, keyword-rich anchor text that naturally fits into the content. This helps both readers and search engines understand what the linked page is about.

Pro tip: Create a content hub where certain blog posts link together around a specific topic or theme. This not only enhances SEO but also helps position your brand as an expert on a particular subject.

4. Optimize for readability

Even if your content is informative, it won’t be effective if it’s hard to read. The average online reader scans rather than reads word-for-word, so formatting and readability are crucial.

Here’s how to improve readability:

• Use short paragraphs: Keep paragraphs between 2-4 sentences long to make them easy to read. Large blocks of text can be intimidating and lead to higher bounce rates.
• Add headings and subheadings: Breaking your post into sections with clear headings helps readers quickly find the information they’re looking for. It also helps search engines understand the structure of your content.
• Use bullet points and lists: Lists and bullet points help present information in a concise and scannable way. Use them when you’re summarizing steps, tips, or key points.
• Keep language simple: Avoid industry jargon or overly complex sentences when creating content. Your goal is to make it accessible to as many people as possible, regardless of their familiarity with the topic.

Pro tip: Use readability tools like Hemingway Editor or Grammarly to analyze your post’s readability score. Aim for a reading level that’s easy to digest (8th to 10th grade) to keep your audience engaged.

5. Build your newsletter list

Blogs aren’t just for sharing information—they’re also a great opportunity to grow your email list.

Readers who enjoy your content may want to hear more from you, and email is one of the best ways to nurture relationships with potential customers.

Here’s how to build your list:

• Use popups and slide-ins: Strategically place popups or slide-ins that encourage readers to sign up for your newsletter. Make sure the timing is right—popping up the second someone lands on your blog is intrusive. Instead, use time-based or scroll-based triggers.
• Offer an incentive: Give readers a reason to subscribe. Offer exclusive content like downloadable guides, discounts, or early access to sales in exchange for their email.
• Embed sign-up forms: Place email sign-up forms at the end of each blog post or in your blog’s sidebar. If someone has read through an entire post, they’re likely interested in hearing more from you.

The Turmeric Co., for example, used a recipe book to convert blog visitors into email subscribers: