Quality content in eCommerce for SEO

Creating quality content is not an easy task. And creating good and useful search engine content is even more complicated.


To begin with, four basic concepts underpin SEO content: value, reliability, credibility and optimum accessibility.


Today, the text on modern website optimization goes beyond the mechanical use of certain keywords, and it is becoming increasingly subtle to create the right contextual relevance to attract more users.


Of course, without any links pointing to the relevant websites, the words have no value. These links provide access to content, signal authority, and persuade search engines that your content is worthy of search results.


And, of course, in the context of the benefits of SEO, content must be accessible to web crawlers and optimally encoded in terms of metadata. This means avoiding errors such as embedding words in the image, incorrect title tags, missing title tags, using JavaScript or Flash incorrectly, etc.


What does quality content look like in favour of SEO in reality?


Content that is valuable to SEO is content that will be valuable to your users as well.


Example: Sephora


Sephora, the leader of the beauty industry, has created high enough quality and profitable SEO content for clients. We’ll look at a small example of content created by this company – a tonal buying guide.


Finding the right tonal base is complicated enough. Colour, density, coverage, etc. must be guessed. Moreover, this cosmetic product is not cheap, so you should not make any mistake when choosing it. Sephora helps simplify your purchase with the help of a tonal-based purchasing guide. Of the four core concepts that underpin the quality of SEO content, value is fully covered.


Sephora also handles links well, both to and from the Tone Buying Guide. As you can see, there is a link to the category banner page guide – just in time for the visitor, which does not allow the client absent-minded to leave the site.


You probably think, “If I take a user to a non-business page, they can just get some new knowledge and make the purchase elsewhere.” Yes, it really can. But he may go elsewhere, where they will be offered high-quality information content.


Customer-friendly links to business pages are the best way to avoid losing customers.


Of course, if you offer educational content, such as a buying guide, and do nothing to help convert visitors to customers, your chances of losing them are very high. But if you provide links from content to commercial content, trying to integrate it into a valuable buyer experience will not seem intrusive and will bring tangible benefits to SEO.


Following this tactic, Sephora provides many links to subcategories and filtered pages in its purchasing guide, as shown in the photo below. This gives good results for the credibility of the content.


If everything is OK with Sephora links, optimum accessibility is a little lame, the only content available that Sephora offers in its purchasing guide is in the title tags and alt attributes of the images. And many words that look like text content displayed on the page are part of the image. Yes, the images have alt attributes. But this cannot replace HTML text. Among other things, the relevance of the content also suffers.


It is quite possible to combine quality content and benefit to search engine optimization. Moreover, creating such content should not be expensive. This does not require any additional cost other than the time it may take to learn the four basic concepts of SEO – value, reliability, credibility and optimum accessibility.