When I say this to clients, they usually start thinking about all the time they’ll have to put in. It’s an investment, but it’s worth it because it’s your business. They can add their own words and pictures, and can even demonstrate the product in a video. This is where you allow others to give their opinion. Whatever it is, add new content that reflects the personality of the type of company you are or want to be. What’s the personality of your brand? What’s your angle? If you want to be a socially responsible and sustainable brand, write product content related to sustainability. To fix this, change the content–or add to it–with better product descriptions. Most sites will use the manufacturer’s information to describe products, but it ends up becoming the same content across all sites. Q: How can e-commerce sites avoid content penalties?Ī: When it comes to e-commerce, you’re selling things that a lot of other businesses are selling. They don’t usually think of the customer’s problem first. They would have never imagined it because usually, companies think of their brand first. I worked with one company where we sent them to the mall with a clipboard of questions. I was recently saying that your best channel might not be digital. Look at your Google Analytics.Ī: Absolutely. Q: And of course, talk to your customers. This is what enables you to write better content by answering the questions people have. When you do this research, you also become an expert in the keywords, as well as your business and audience. This is the thing no one else is doing or the thing your competitors are doing but not well. Keyword research can be a two- to three-day process, but it’s worth it because you’re more likely to find the gold.
The more you focus on understanding your audience and what people want, the more likely you are to find the words and answer the questions they’re seeking. It’s mainly based on what questions people are asking and what content they want. From there, I’ll split things up, organize and regroup them, and then reorganize and regroup them again to find the various ways keywords work together. My secret is to act then like it’s Thanksgiving by diving in and accumulating as many keywords as possible on my plate. It’s one of the best tools available, especially when I want to start with the breadth of the keyword universe. Q: What’s your best keyword study secret?Ī: There’s no secret it’s just hard work.
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