It’s a few days before Christmas, and all is a little too quiet at your business – and now that you think about it, the holiday season has been slower than you expected. With online shoppers scouring the web for the best gifts, many retailers assume that their products will naturally turn up in that search. In reality, your product content will only rank on the search engine results page (SERP) if it’s written in accordance with the latest search engine optimization (SEO) best practices. It also needs to be supported by compelling copy throughout your site, including information-rich landing pages and blog posts.
If your business is disappointed in your sales report this holiday season, it’s time to take some clues from the success of your competitors. Here, Virtucom Group, an experienced and trusted ecommerce solutions and SEO content creation agency, describes the three biggest things your competition does with their online content – and why you need to be doing those things, too.
1. Unique Category and Product Content
With decades under our belt in working with top U.S. retailers and their marketing agencies, Virtucom Group’s first recommendation to our clients is to ensure all content is unique. Duplicate content across your site is one of the biggest killers of SEO performance. If your business or primary marketing agency doesn’t have the internal resources to ensure that each SKU’s product description is unique, consider what your competitors probably already do. Partner with an agency like Virtucom Group, which has an entire team of trained, talented SEO writers ready to optimize your marketing content’s performance.
2. More Landing Pages and Blogs
You might be hyper-focused on social media ads or your product pages’ conversion rates. However, to truly stick out in the vast sea of online retailers, you cannot neglect the rest of your website. Landing pages about your products and services, as well as blog posts on relevant topics in your industry, are the key to improving how the SERP ranks your website. To appear higher in the search results, invest resources in creating engaging, yet skimmable, longform content with a strong topical focus. Our team believes this is highly crucial to your success, and we’re here to help you revamp your content marketing strategy.
3. The Right Keywords Site-Wide
Updating product copy, drafting a new blog post, or publishing a new landing page are just parts of the SEO equation. No matter where the content lives on your website, from your taxonomy to the main menu, it must contain relevant keywords that match what customers are currently searching for online. Not only will this help shoppers find exactly what they’re looking for, but you’ll also be giving your competitors reason to worry that you’re catching up.
Prepare for Next Year Now with Virtucom Group
Prevent the need to reevaluate your content marketing strategy after every unsuccessful holiday sales season. Rather, get a step ahead of your competition by consulting with Virtucom Group. For more information about how we can help improve your conversion rate and website’s SERP performance, contact us today.