eCommerce Content: What to write and what not to

We all know that “Content is still King” in the digital marketing world even more for eCommerce website where competition is high. When your website does not have the best possible content on it, traffic and revenue will surely flow less as compared to your competitors. In addition to having excellent eCommerce Content, your content needs to be marketed through multiple channels to be more effective. Here are some numbers to consider when indulging your online business to the magic of a sound content strategy and marketing:

This statistics are from Demand Metric :


Content marketing generates approximately 3 times as many leads than traditional marketing.

Content marketing costs 62% less than traditional marketing.

82% of consumers have a more positive opinion about a company after reading custom content.

70% of consumers feel a closer connection as a result of content marketing.

60% of consumers enjoy reading related content from their brands.

70% of all people prefer to learn about a brand through articles than advertisements.

72% of customers believe they form a relationship with a brand as a result of custom content.


Now that you know how important website content is for eCommerce websites, the next thing to consider is the difference of eCommerce Content  from your conventional website content (Blogs, General Website, etc.). We all know that blogs and general information website often use content that are targeted to a very specific topic space. For eCommerce content, it is a more diverse approach as it involves technical and customer-centric information. In addition, eCommerce content tends to follow a template to which product and category content are designed to fit in. With all these things to consider, here are important content elements and features you will need to consider when building your eCommerce content strategy:



Keyword Strategy and Content Mapping

As any content strategy, this all begins with a comprehensive keyword strategy. To do this effectively, always consider both generic and specific keywords in your business space. This will give you a clear idea as to what to expect when the results come in. A generic or general term would be around 1 or 2 keywords and without descriptive or brand specific terms (ex. Radio, hotels, airplane tickets, etc.). Specific terms would on be Keywords that includes a generic term plus 1 or 2 descriptive or branded terms. (ex. Radio parts in Texas, ecommerce tuning marketing services, etc.)


The next question is how to choose the right keywords to target. It is a rule that for any related keyword that is above 100 in Search Volume should be targeted. This is to ensure that marketing efforts will yield sufficient results of traffic and revenue in the end. To add to this, long-tail keywords (3 or more) are also good targets to consider. This is because the traffic is more targeted and often less competition is in it.

To do your research, you will need to use tools like Google Keywords Planner or SeMRush to take a peek at what your competitors are using for their keywords.


Content Mapping is a simple illustration as to how your keywords will be used. This will also be the reference as to the pages where the keywords will be used. A simple table below will is an example of a Content Map:



Main Keyword Other Keywords Landing Page
Radio show Best Radio show Homepage
Radio show in LA Homepage
Radio show in California Homepage


By doing this, you will also be able to minimize Keyword Cannibalization – trying to rank for the same keyword on different landing pages.


Category Page Content

Category pages are often pages before the product pages. This page is where you will find all related products based on their category. Content on the category pages are critical because this is where you will target generic keywords based on your research. Creating a comprehensive category page content will lead to better traffic targeting and improve overall conversion.


In addition, UX design should always consider product listings as a priority while also giving content a clear location on the page. It is a good practice to add product description snippets on each product on the category page. This will provide users with on-the-page information about the product that they want to buy.


Your top competitors will show how it’s done correctly. You can also consider top eCommerce websites like Amazon and eBay on how category pages should be. Category pages is where you will be able to write lengthy word content and be as comprehensive as possible. Product Brand is also a good content block to add on your category pages.


Product Page Content

The content sections on your product page often include technical specifications, guarantees, product descriptions, what-is-in-the-box, shipping, and other product-related content. Product page content should be very specific and you guessed it, should also target specific keywords. Page elements such as title and descriptions is a must to improve its overall visibility on the net.


Here is an example of an excellent product page from Amazon:


This page clearly shows how to write the proper Title for the Page (includes all descriptions like color and product number). Product descriptions are also well written as a manufacturer content.



Content Marketing Strategy

It is a must that when you do website content, a sound marketing strategy should also be thought of and executed. Here are some content marketing strategies for your eCommerce website:


  1. Create a Guide or How-to content for your products
    • On creating this type of content, you will need to provide a step-by-step instruction on how to properly use the product. This content can be further used for SEO when sent to forums and related websites. Make sure to provide a clear path to your products. This will ensure that you can get the most out the content you make. This can be implemented as a content section on the product page or through a blog.
  2. Guest Blogging
    • Although a crude way to market your content, this is still one of the most effective way to get positive results. Aside from gaining excellent backlinks from your guest posts, building relationships with other website owners and influencers. Make guests posts a part of your weekly or monthly content roadmap to have a steady number of links coming in and also improve your product reach.
  3. Product Reviews
    • Creating product reviews will give users a 3rd party assessment of the product they want to buy. You can find websites that offer this for free and some would require a product sample or a small fee.


User Comments and Testimonials

Having people creating content for your website will always be welcome. This content is generated through product purchases and website surveys. You can automate this option on the website so that you will no longer have to worry about placing it. If you have the time, monitoring and moderating user comments is the best way to weed-out spam and unwanted comments.


User testimonials on-page and off-page should also be captured to allow a flow of new content for your products. This type of content will also provide positive product references that will increase conversion overall. You can also use product testimonials as a source of feedback to improve your website and the product you offer.


Make sure to properly layout these content so users will be able to read them. This will provide them personal information as to what and why they should by the product.


What not to write about eCommerce Content


When creating eCommerce content, unique and authentic content should be the target. Unique and valuable content is always what search engines and users always want. In your comments, always use user generated content and try not to edit their comments as this will drive them to trust your website more. Build a relationship with your customers through your products and services. Here are some content concepts you should not do when creating your eCommerce website:


  1. Fake Reviews and Comments
    • This is a more frequent play of eCommerce websites. They build their own product ratings and customer comments. It is a must to avoid this type of content. In relation to this, Google provides penalty on such act when caught by their algorithm.
  2. Automated Testimonials On-page and Off-page
    • When building your testimonials, only consider the true ones. You can do this by providing an email survey of all your product customers. This will ensure that you only get authentic information about your products.
  3. Paid but Untrue Product Reviews
    • Paid product review websites would often create unbiased content but there are also other websites that does the other thing. This again will yield minimal increase for your website. Although it is a possibility that a product is all good, there should also be a balance as to the reach of a certain product. There will also be something that a product cannot achieve. Always talk about the positives and the negatives when doing your product reviews
  • 07/07/2017

About the Author

Elizar is an SEO Professional here at He handles clients in need of SEO for their Ecommerce Websites. He loves spending time with his wife and daughter. He also loves to play basketball and table tennis during his spare time.


C/ Real 9, Office 12
28991 Madrid
+34 918 160 238

E: [email protected]