The importance of content and product information for search engines
Without relevant product information and other text-based content it is hard to have good search result rankings. This is why each online retailer should place efforts towards their content production. In this article we’ll tell you what you should be paying attention to.
What influences search result rankings?
Factors influencing your ranking in search results can be roughly divided into two categories: internal and external.
Internal factors include, obviously, the content itself, its amount, quality and using the right terms, internal linking, technical implementation etc.
External factors include the amount and especially the quality of external links, as well as information about the person doing the search, e.g. their language, location and search history. The behaviour of people visiting your site through search engines also matters substantially – whether they stay or leave immediately in search for a better result.
Why should you invest in content?
Many retailers might think, hey, I’ve got a well-optimized site, the e-commerce platform provider advertises their platform as search engine optimized, and I even have links leading to my site. Why should I work on the content?
If you have ranked well without text content, congratulations! It might be that search engines have ranked your site higher as a test than it would’ve got ranked according to basic algorithms, and as a consequence, people have started visiting your site and stayed there, so the search engine has considered your site relevant to the search term. Other reasons might be a vast link base as well as an old, trusted webpage.
If your ranking is not good, and especially if you have a new site, start working on the content from the get-go. Without quality text content, it’s hard to compete with existing pages (and especially with the larger players).
You should also notice that a search engine optimized e-commerce or website platform means that it allows for good optimization without technical know-how. This does NOT mean, that you shouldn’t be taking actions with your content!
Make content production a daily routine
Create quality content, figure out relevant meta descriptions and titles for your pages, and implement them on the platform. With these procedures, you’re well on your way.
With product information, keep in mind that each retailer gets the same descriptions from the manufacturer or the importer. If everyone uses these existing descriptions, they also compete with the same content on search engines, which means that other factors will decide the order of the results.
So why not get an easy competitive edge by writing better and more extensive product descriptions?
The meaning of content has only grown bigger with time, and is unlikely to lose its importance. So make content production a part of your processes sooner rather than later, and leave your rivals biting dust as you zoom ahead of your competition.