Did you know that the average online retailer spends 90% of their online marketing budget to get 5% of their overall clicks?
Yep, compared to Ads, organic search results can generate up to 95% of a retailer’s potential clicks — yet investing in strong organic content usually only gets 10% of the budget.
Britney Muller is the chief SEO scientist at Moz, and she thinks this imbalance represents a huge opportunity for online retailers’ SEO in 2019.
The key to mastering e-commerce SEO is understanding the search intent behind your top keywords and creating Q&A-based content that drives searchers to your product.
How, exactly? No worries, Britney’s got you covered.
HOW TO: Create content that boosts e-commerce SEO and drives organic growth
Hold up — pause. What is search intent?
Search intent is the problem or question that a searcher is trying to resolve. If you can get the right information to them, and use it to lead them to your product, then you win the purchase.
By analyzing trillions of searches, Google has become a master at predicting search intent. Marketers can use Google results pages to determine search intent and create content to match. Here’s how…
1. Collect search queries from current visitors to learn what search intent you already fulfill
ReGex is a program you can add to your Google Analytics — it sends you an email when a searcher visits your site from Google, and lists the exact query they searched. Create a spreadsheet of all the queries your customers are currently using to find you.
Britney’s got a 3-minute video showing you how to set it up →
2. Identify new opportunities by sourcing questions around your larger product type
Add to your spreadsheet any and all questions that people are asking about your product category and top keywords. This requires some legwork; be thorough!
You can find them in Amazon’s Q&A section under your & your competitors’ products →
Answerthepublic’s information wheel →
Moz Keyword Explorer has a “questions” filter →
Or just search on Google without hitting “enter,” and let Google populate the top queries →
3. Now combine any repeat questions on your list and build an FAQ page
An FAQ page is a must-have. If you’re worried yours is too long, split the questions up under different verticals. Once you’re done, sprinkle Q&As throughout your site content — answering the top questions in succinct, cohesive packages.
For any long-form pieces, add a “Too Long Didn’t Read” section; use data markups to make it, and all your other answers, easy for Google to find →
4. Prioritize Q&A-ing the content that is already driving traffic
Set goals in Google Analytics to find what pages are performing well, then reformat your winning pieces. Eg. if you have a great piece of written content, turn it into a video or slideshare and test how well it does in those new mediums.
Turn your top content into videos on your own, or hire a service to do it for you →
5. Steal featured snippets for queries where you already rank on the first page
Plug your site into Moz or Ahrefs to see every query you rank for, then filter out the searches that have a featured snippet where you already rank in the top 10. Clean up that page to grab the snippet away from your competition.
Britney’s got another video explaining exactly how to optimize these pages to steal snippets — it can be surprisingly easy! →
6. Pay attention to the images added to your snippets — they might not be yours!
Google often swaps out different images in snippets. If a competitor’s image is showing up in your snippet, mimic that image, then 1-up it to steal back the spot.
Try adding a text overlay on the image that adds value and makes it just a bit better →
7. Target long-tail searches: less competition and inherent search intent
Millions of people search broad terms, like “shoes.” Instead, try capturing searchers with specific queries about your products, eg. “red size 7 womens nike running shoes.”
The beauty of long tail is that the searcher has already made their intent clear, removing the guesswork and making it easy to give them the answer they’re looking for →
8. If you have a brick-and-mortar store, maximize your Google Maps profile
Potential customers can now do pretty much everything on Google Maps — call, book a reservation, see your menu, etc. Make sure they have the key features they need.
Google Keyword Planner isn’t super-accurate for finding long-tail queries, but it’s great for geolocal keyword research →