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How do you balance content on an ecommerce site?

by Charles Washington
5 replies
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I built a site on a shopping cart platform. It is my first attempt to stray away from Wordpress. So my question is how do you build a content rich site without getting in the way of your products for sale?

I have looked at some ecom stores, and they all have litle content. I was looking at creating content rich category pages for long tails, but if I add too much content, my listings get pushed way down the page.

Anyone have a content rich ecomm site they have ran across, that you could show me?

How would you handle this? I see a lot of ecomm's ranking with very little content, so I dont know.

Thanks
#balance #content #ecommerce #site
  • Profile picture of the author Paul Barrs
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    • Profile picture of the author Charles Washington
      Originally Posted by Paul Barrs View Post

      The simple answer is have lots of content, just as any website could / should.

      But USE that content to direct your visitors TO the "buy now" page.

      Imagine it like a funnel. Bring them in and guide them to where you want them.

      - Paul Barrs
      My product is one where there are a lot of styles and shapes, so people will want to browse the products before making a decision.

      Thanks
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  • Profile picture of the author Mark Hess
    This is tough to answer without knowing the way your site is structured, one option would be attaching a blog (Wordpress) in a directory such as domainname.com/blog some people will chop of the "blog" part and look at the main domain also make sure to include plenty of links/banners in the sidebar leading back to the main domain.

    This will allow you to target plenty of keywords, write products reviews, and post videos, etc...

    I did something like this when promoting a physical product in the fitness/rehab niche using a traditional sales page on the main domain and it worked out quite well.
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  • Profile picture of the author Kevin_Hutto
    You need to use a silo structure like this -

    Main - Category - Product

    And you can put lots of content on the product pages for sure - category pages are harder... But you can still do it...

    Here is an example from the best ecommerce site on the net:

    Amazon.com: Black & Decker BD12PSK 12-Volt Smart...Amazon.com: Black & Decker BD12PSK 12-Volt Smart...

    See how much content they get on the page... and it doesnt mess with the placement of the product... Just imitate everything amazon does - they test like crazy... so if they are doing it, assume it works...
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    • Profile picture of the author Charles Washington
      Originally Posted by Kevin_Hutto View Post

      You need to use a silo structure like this -

      Main - Category - Product

      And you can put lots of content on the product pages for sure - category pages are harder... But you can still do it...

      Here is an example from the best ecommerce site on the net:

      Amazon.com: Black & Decker BD12PSK 12-Volt Smart Select Drill: Home Improvement


      See how much content they get on the page... and it doesnt mess with the placement of the product... Just imitate everything amazon does - they test like crazy... so if they are doing it, assume it works...
      Could I go Main - Category - Subcategory - Product? I could use the subcats to really target a longtail version of the category keyword. Or, would this link be too long?
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      • Profile picture of the author Kevin_Hutto
        Originally Posted by Charles Montgomery View Post

        Could I go Main - Category - Subcategory - Product? I could use the subcats to really target a longtail version of the category keyword. Or, would this link be too long?
        If you have to, you can... But generally, you use the product page to target the long tail keywords - the products... The problem with taking navigation that deep is usability... The simpler your site is to navigate the better...

        You can also use footer links to target long tail keywords that you arent targeting in the left nav... Ultimately though, you are still only looking at about 25% of the puzzle - the best way to target the long tail is going to be with your link building campaign. So build lots of diverse links with lots of long tail keywords deep linking to your site and you will rank for the long tail.
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