Content marketing is the fuel used to drive a brand’s growth but when it’s not executed with the right strategies, it can look like a dead end. The e-commerce industry seems to be highly saturated with different kinds of content so if care is not taken, the voice of your e-commerce brand might get lost. When growing traffic, optimizing content should be a regular practice alongside reliable publishing schedule.
In this article, we will discuss the content optimization methodology we used to help an e-commerce brand get the following results by optimizing the brand’s content.
- 291.98% increase in traffic
- 105% increase in vendor sign-ups
- 199.5% increase in the results vendors got for signing up on the e-commerce platform.
Let’s discuss more on this.
Content Optimization and Why it is Very Important
Content optimization is a term used to audit and update the existing content on your website. This content can be blog articles, case studies, and articles. Content optimization is very important as regularly updating content helps increase your organic traffic and engagement on your website which can ultimately lead to conversions. When optimizing content, we look at Conversion Rate Optimization from a set of content that will generate traffic as well as content that increases rankings in Google.
Every brand irrespective of the industry they’re in wants to rank on Google. At 24Pages, we do keyword research as well as use data from Ahrefs, Ubbersuggest, Google Search Console, and other sources to find keyword difficulty and volume, which can help us evaluate how quickly content can be optimized for optimal results.
We also do in-depth content analysis where we find gaps in your content, do competitor research on the kind of content they’re putting out there, depth and originality of existing content, the number of backlinks, as well as look into the top performing articles and why they’re performing better than the others.
Fixing the Gaps
Optimizing existing content comes with fixing the gaps. Understanding the kind of content that your target audience relates with and keeping it simple. Fixing the gaps required doing the following.
- Optimizing The Website and Simplifying the Process through educational content that helped visitors understand the platform and how to navigate it. This helped in increasing signups and reduced the high bounce rate on the website.
- Monitor and discover marketing trends and changes going on in the industry to have accurate content and synchronize these changes to your social media content marketing to fit into buyers’ evolving needs.
- Keep updating content with competitive terms to avoid a traffic decline.
- Monitor conversions from the data on your website. Fluctuations in traffic and conversions also help you in prioritizing what needs the most attention for a better result. Consider starting with the metrics that matter most.
Content Optimizing for Conversions
Identifying the content that generates a high traffic rate shouldn’t be ignored but improved for conversions. But before you can further optimize this content, you need to be sure that whatever you offer is what your visitors need, and it must be of high value. Do the calls-to-action (CTAs) need to be improved? Then what’s the right CTA to optimize so your audience jumps on it?
Understanding your audience’s needs helps you to know the CTAs that are best. For an e-commerce brand, content that helps your audience make a buying or sign-up decision has proven to convert 17% better than just any form of content. You also need to craft lead magnet offers that your audience won’t ignore by showing them the value your offering brings and make sure it’s not salsey as that could also be a huge turnoff.
Content Distribution Done Right
With the polished content ready, it’s finally time to distribute to the right audience through promotions. Distributing to the most important channel like Instagram was key for social media distribution because it had a good number of the target audience that needs to see what the brand has in store for them. Google PPC and search ad campaigns were also relevant distribution channels for people searching for the right e-commerce platform to grow their sales. Link building, getting involved with influencers, and community engagement through thought leadership content are also distribution approaches we used in building traffic.
Content optimization can’t work without a marketing strategy on ground. What’s your purpose for optimizing your content? What are your goals? If it’s part of your marketing strategy, then you’re on the right course of action.
A detailed content audit will help you find that sweet spot that lies conversion opportunities which can make a great impact on your business. Always invest in relevant content that will help you rank better on the search engine as well as deliver optimization results.