Product content is the product your customers see more readily on your website. To grow your e-business, produce great, searchable product data that communicates your brand promise to your target market. If no one can consume the content, it defeats the purpose of its production in the first place. Quality content without consumption is a futile effort.
Your target audience should be able to find your product content and enjoy the benefits you offer. Your product content should go beyond your target audience, attracting shoppers to your site even when they didn’t plan to do so. Your product content is the foundation of a successful omnichannel experience. This is because sharing content across multiple channels becomes easier.
Search Engine Optimization (SEO) is the language companies use to become more visible online. You’ll need to embrace its principles so your website can perform well in terms of keyword and content structure, link development, web design, and on-page elements.
Everything we do on the web involves searching for information. This is why you must make your content easily searchable. This will help increase your brand’s visibility and generate more leads for your company.
Using PIM multi-storefront and optimized content makes your product catalog more visible, improves interaction, and promotes higher conversion rates. Don’t limit yourself to sharing product details; help people search for and find them easily as your brand grows.
A product information management software solution can centralize data, limit errors, and promote quicker product releases. The team’s work on content, assets, and how the store operates is controlled in one area, ensuring eCommerce success over time.
Tips to Make Your Product Content Searchable
Before we discuss the benefits of making your product content easily searchable, we’ll explore helpful pointers for making it easier to find.
Search Engine Optimization (SEO) is an essential tool that can help make a site more visible by moving it to the top of a search engine’s list of results. Of course, this optimization can be done internally, which is where the quality of your content comes into play. Your content should be significant enough to attract people to your site and make them share it with their friends.
Don’t stop at just Search Engine Optimization (SEO); generate micro-content, which are small, understandable chunks of information based on details specific to your product offering. This is important because Google is the go-to search engine for most consumers, and Google prefers micro-content.
Add descriptive HTML tags and attributes to your product content. To do this accurately, you must infuse key phrases that your target audience will likely use in their searches related to your offering. This won’t be possible without adequate knowledge of your target audience. You must know the personas of your customers.
- How do they talk?
- What do they do?
- What are their preferences?
Creating buyer personas that represent your ideal customers will go a long way in helping you craft content that is attractive to your intended customers.
Utilize the potential social marketing offers for your brand visibility and audience expansion. According to a 2010 study by Google, social media was the second biggest discovery platform, with search engines ranking first. It provides a medium to reach new customer segments and makes a brand more recognizable.
Put descriptive metadata in each page’s content and place it inside an HTML header tag. The header tag allows bots to determine, to a large extent, whether your page is relevant to customers’ inquiries.
Trending keywords can greatly increase your product’s search ranking. Keyword search optimization can help companies drive traffic from search engines to their site. Your content becomes more effective because you write for the target customer segment, providing solutions to their problems.
Include social share buttons in your content. This will go a long way toward enabling your customers to easily share your content, especially the ones that resonate with them, with their friends and followers through their social media accounts. This can garner a lot of views in the fastest possible time.
Achieve Product Content Visibility
It can be frustrating when customers can’t use your product content because of its lack of visibility. In that frustration, be careful and follow these do n’ts to ensure you don’t compromise your brand promise and image.
To increase traffic to your site, don’t deceive your customers with inaccurate keywords that don’t reflect the content. Another common mistake is keyword stuffing, which occurs when you inject your target keyword into every sentence of your content. Doing this will do more harm than good.
You should provide your target market with information that will add value to their lives and is relevant to solutions to their problems. This will make them hungry for more of your content. Of course, this won’t be possible if you don’t correctly understand your customers and the reason for their search. This is why your content should focus on your customers, as nothing else matters.
Include relevant, quality external links. Take particular care to link only to well-ranked, reputable sites. Your site should be easy to navigate, especially mobile-friendly, so mobile devices can access it from any channel or platform.
What language are you using when drafting your content? This is an important question you need to answer. Write your content with a defined set of people in mind.
Benefits of Searchable Product Data
- Saves Time Finding Images:
One benefit of searchable product content is that it saves time when finding images. This is because your images are appropriately titled with rich descriptions and captions that capture everything you want to say and how it relates to your offering. Your product image is a crucial product content because it gives customers a pictorial image of your product or service and shows them its features, so they can easily picture it in their minds.
Optimizing your images is necessary to create better customer experiences that will get you results. Appropriately named and labeled images are much easier to find. Unlabelled ones are neglected because they remain incomprehensible to users. Overly large pictures won’t be easily found and can delay load speed. Posting images in the right proportion and specification is important to optimize them. Achieve this by scaling them.
A picture is worth a thousand words. It can help readers understand and make the content more enticing. Infuse elements like headings, bold letters, and captions to make product content more memorable.
Image search is much more significant than you might imagine. According to data from Jumpshot and Moz, people search in Google Images 10 times more often than on Bing or Yahoo. This represents more than 40 times the number of searches done via Facebook. Having seen its importance, images should be high quality, and you should pay careful attention to an image’s ability to engage the audience.
- Saves Time Sharing:
This is another benefit of making product content searchable. Making pages with users in mind instead of search engines reduces the time spent sharing because customers will easily find them on their own. To do so, break the content into sections and copies that viewers can scan easily.
Websites love shareable content, especially in this knowledge-driven era. Incorporating social share buttons and calls to action in product content creation makes it easier to send to different people. Ensuring that modes of interaction and social buttons function correctly is essential. Place relevant phrases in the body of the content to make it easy to share them across platforms on the spot.
It even becomes better when you back up content with engaging and compelling visuals, increasing shares by a significant percentage and increasing brand awareness. You need to give customers something worthy to share. Content shouldn’t strictly be bland and lengthy product descriptions, but should be able to engage customers enough to attract further interest.
Our world is one where interaction is made possible by its very nature. Most times, shares take place on social media platforms, which increases the possibility of conversion. When product content is searchable, sharing becomes easier, and organic traffic generation is higher.
It’s necessary to point out that if the content does not solve an identified problem, make emotional connections, or inform customers about a particular topic, no one will share it, even if it’s easily searchable. Your content must be so appealing and memorable that it can become viral.
- Improves Your Company’s Reputation:
The principal goal of your content is to inform, engage, and bring value to your customers. Product content creates an impression of a brand in your customers’ minds, which forms their attitude. More importantly, the ability to easily find and understand your brand content helps customers have a better overall user experience, thus improving your company’s reputation.
People trust the first listings on prominent and popular search engines (Google, for instance), and when your product content is easily searchable, it accords a certain level of trust in your brand and what you stand for. You become the brand competitors will want to beat because of the credibility your company stands to gain.
You can also leverage the reputation of influential influencers in your industry to make your content findable. This will grant you access to prospects you may never have considered and increase your exposure.
Making your content searchable allows you to deliver a superior customer experience. In today’s world, knowledge is power, and content visibility creates room for knowledge sharing.
Distribute your content regularly across different platforms to firmly establish your brand message in your customers’ minds. Don’t restrict your content to your site; publish it to as many relevant sources as possible.
The more visible you become, the more people see your brand as an authority and become familiar with it. With familiarity comes increased interaction with your users, deepening their relationship. Communication becomes a two-way journey whereby you can respond to complaints and requests, thus encouraging reviews, especially positive ones.
- Saves Time Finding Product Specifications:
Product specifications provide customers with information that can distinguish the product from others through its characteristics. This information includes the manufacturing date, design specifications, product images, usage guides, price, colors, technical factors, and vital information that can aid a customer in their purchase decision.
When you make your content easily searchable, customers will save considerable time because they will have access to timely information when needed. This is because site usability is increased for users since the links added to your page and the architecture of your page will make your product description pages easier to navigate.
When your content is highly searchable, product specifications are structured to make it easy to obtain specific information, even through scanning. Primary attributes and descriptions of the product are accurately depicted, which saves time.
A product specification has lost its value if it’s not thorough and informative, with every detail that adequately describes your product. Customers need accurate descriptions and specifications to have a complete picture of what is being sold. Headlines and bullet points can go a long way toward increasing the visibility of your product specification.
Using targeted keywords in product specifications can help you stand out from competing brands. As an e-commerce business, if you want to save time finding product descriptions, include specific keywords that your customers will look for in their search for information.
Don’t fall into the trap of overstuffing keywords. Use them in moderation and different variations. Strive to be original and speak the language that communicates a message so people can connect to the brand.
- Generates More Leads:
No one has ever made a purchase decision without gathering information about the product or service. This information could be structured or unstructured, especially for online purchases. When product content is visible, it can generate leads for your business.
When your content is obvious, it gets ranked at the top of search engine results, leading to more clicks. According to Rankexecutives.com, 60% of clicks go to the first link. This means brands that aren’t top are left to battle with the remaining 40%. Similarly, Lyfemarketing.com discovered that 37% of search engine clicks are usually on the first organic listing. Securing your site will allow you access to numerous visitors who will surely click on your site.
Relevant keywords and title tags attached to your product content increase traffic to your site. These increased leads generate customer data, which is valuable for business decisions that birth winning strategies. Keyword data and customer information gathered from on-site visits provide more insight into customers’ needs and preferences. Furthermore, more winning keywords with low competition can drive more traffic.
The best way to maximize your business efforts is to make your content findable. The cake in the oven is not the one that gets bought, but is displayed in the showcase. Similarly, it’s essential to ensure your content is easy to find so customers can consume it. This will create value for customers and generate leads for your business.
Enabling Product Data That Can Be Found Easily
Optimizing content helps your site rank well on Google and offers better user service, regardless of how many stores you operate. Descriptions and specifications can help improve your marketing.
Why is Searchability in E-commerce Important?
There is a lot of importance in searching in e-commerce. Many businesses fail to appreciate how vital search engine visibility is to their product information. Suppose it isn’t available when customers start experiencing their emotions somewhere. PIM software lets users and search engine tools find your information.
More people can locate your products online when you add essential metadata, use keywords that help buyers, and include SEO-friendly descriptions. This will also help your content be more easily picked up by Google Search and move higher in the results.
Support your SEO with Better Product Descriptions:
With help from PIM tools and digital asset management, companies can create dependable and attractive product pages. Using these, you can add benefit 1 to benefit 5, name each page correctly, and ensure that details are accurate, increasing their trust’s search engine ranking.
Many customers look for answers by typing “how to be found” or “you excel in SEO” into Google. Each real search term identified by GSC identifies qualified prospects to your searchable website.
Organizing Data Improves How Your Website Operates:
Easy-to-read websites get more focus from search engines. Using a cloud PIM, teams can handle data to follow the main SEO recommendations for schema markup, structured data, and mobile access. It becomes necessary when you want your website to load quickly and function well on different devices. Having product data searchable on the web lets customers search, filter, compare, and buy what they like more easily.
Making searchable content part of your marketing strategy will provide positive results. Utilize Google search benefits to improve how your site operates. By creating a product catalog with PIM’s multi-storefront feature and improved content, businesses achieve higher recognition, more customer interest, and more successful transactions. That’s why you should ensure your product details are easy to search for, find, and expand with the help of technology.
Conclusion
Content marketing does not end with simply gaining customers’ trust. You must do more work to make your content effective enough to produce consistent inquiries and sales.
In the words of Brian Clark, “one of the most repeated rules of compelling copy is to stress benefits, not features.” While features are mere descriptions and animations of the physical product, benefits communicate properly about what you can do to make life easier for your customers and solve their needs. It’s safe to say that features and specifications alone won’t work because you need to tap into your customers’ emotions.
The need for quality content can’t that can increase the visibility of your brand can’t be overemphasized. This is because it creates a bond, stronger than the mere act of buying and selling. This line of thought was paraphrased from a quote by Jeff Bullas, “quality content enables you to create a bond with your audience beyond the simplistic purpose of buying and selling”. He couldn’t have said it better. Search engines can do their work when you deliver quality content that appeals to your customers.
When the information you provide is accurate and essential to customers, you give them information that will help them become customers. This will help increase their trust in you and thus generate quality leads for you. Hence, efforts must be intensified to ensure the audience goes beyond scanning and skimming your site to hitting the buy button.
The benefits of making product content searchable outweigh the cost. Cost is reduced per acquisition because clicks from search engines aren’t paid for when your site ranks high. There are many more benefits you are sure to enjoy when you make your product content searchable. After all, higher visibility equals higher sales, increased customer engagement, and improved brand image. Now that you know the benefits of searchable product data, click here to see what Catsy can do.
