Ecommerce Sites and Content
For some reason people keep thinking that ecommerce sites are somehow different and do not need much content, beyond a brief description, similar to what you might see with a catalog.
The search engines do not change HOW they evaluate the relevance of pages based on “what kind” of a page is being displayed. They could care less if it is an article, a journal, products, or a page filled with images. They evaluate each page in the same manner.
The more relevant your page is to the search requested, the higher your page will be shown in the search results. Your content may determine a big part of this.
No matter how you look at it, every page that you want optimized to do well in the search results is going to need solid content. This is not only becoming more critical for the search engines, but it is also becoming vital for increasing the sales on your website.
Your visitors will have various buying habits. Some of your visitors will just want a few facts and then to be shown how to make a purchase immediately. Other visitors will want to know EVERYTHING before they even consider making a purchase on your website. The key is finding ways to meet the needs of each of these styles of buyers.
At the top half of the page (also known as, above the fold) make sure you have provided a basic overview of the page, along with enough information for your buyers to make the decision to purchase rapidly if they choose to. There should also be a link for them to click to make the purchase, at this point, without needing to scroll down to the bottom of the page.
After that section, you can break the overview information up into sections that provide more content and information. This caters to your visitors that NEED tons of content and time to decide.
If you do not have more information because you stopped at the point listed above, they may move their search to another site that does give them more information. They will end up making their purchase on the site that gives them enough information to meet their needs.
Scanning the page should still be easy for these visitors, (short paragraphs with headers) along with additional thumbnail images, as applicable. Continue to make sure that they can easily find a purchase button when they are ready, without having to scroll back up to the top of the page.
I WILL DEFINITELY SEE YOU AT THE TOP!
Small Business Marketing Consultant and SEO Training Specialist
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