Writing SEO-friendly page copy can be a creative challenge for ecommerce, but it can also be a fun challenge for some copywriters. Because many poorly-optimized ecommerce sites use product manufacturer copy that's duplicated on many other related sites, the SEO value of their pages is weak. Very weak.
This where the skills of a creative and professional SEO copywriter come into play. This mission behind this professional is to scribe inspiring content that motivates users to take action. In most cases of ecommerce SEO, the desire action is to buy something.
So in this quick post, we're going to fire-off a few conversion-driven SEO copywriting tips that are designed to help ecommerce sites realize greater sales (and of course, greater rankings.) As a result, you're strategy can emphasize conversion-driven SEO that actually generates sales.
We love the word "resonate." As an SEO copywriter (in any context) it's paramount that your writing voice matches that of ecommerce brand. Parallel, your writing voice must also resonate with the target market, which is often related to the ecommerce brand.
A good example of this is backcountry.com. The product description copy that they produce is not only unique, but's entertaining. For instance, take a gander the product description copy for backcoutry's Arc'teryx Sidewinder SV Jacket:
Not that's creative copy, and only about 30% of what's actually on the page. Clearly backcountry.com has a nice budget for SEO and copywriting services.
You don't need to be an expert in consumer behavior psychology to understand the emotional appeal that goes into shopping online. You just need to have a bit of empathy and understand the feelings behind a consumer's purchase. This is often best achieved by asking yourself a few questions:
- Is the product I am writing for a NEED or a WANT?
- How does (or will) a consumer identify with the product?
- Is greater status achieved when the product is acquired?
- Does the product provide personal solution?
- Does owing the product impact an individuals personality or outlook on life, love, and happiness?
Stoking the emotions takes going deep. But when done successfully, your ecommerce SEO-friendly copy can be the captivating message that translates into more sales.
Portray "The Goods"
You can write copy that sounds poetic and beautiful, but if it doesn't portray the product's features and benefits ("The Goods,") then it will miss the mark. This where you become more of an ecommerce SEO marketer than a creative.
Showcasing the product specifications, primary features, and benefits is essential when writing ecommerce SEO copy. Bulleted lists are a great way to achieve this. Additionally, use of tables can make conveying such information a bit more organized and easy to absorb. People want to know if the product is going to fit, so don't leave this important element out of the mix.
Are you savvy SEO copywriting with a few pointers to share? We'd love to hear your input about writing conversion-focused content for ecommerce sites. Let us know in the comments below.