Search marketing is hard work.
Writing good ads, getting them approved. Sending the customer to the right location. All work, but you are tracking that. Likely every day. Watching conversions, tweaking, adjusting correcting.
What about search engine optimization? SEO has been a sexy topic for quite some time now, but just because your site is optimized, DOES NOT mean that your customer is going to get to where they want.
Are you writing keyword rich well tagged blogs about products? Great!
Now… are you doing this before you actually write good quality product content?
Do Not Pass GO.
DO not collect $200.
Start writing good product content.
Do not wait for more resources, do not bother questioning the time it takes to write (and translate) better product content.
Start with the answer your customers questions. Give them information and images they didn’t even know they wanted to see until you showed them. Tag the products. Tag the images. Offer more information on the product warranty and specifications. Offer links to relevant accessories. Offer them product reviews and ratings.
This will give them what they want first. The product itself is so much more relevant than your blog post on hot new products, or the stuff FILL IN THE BLANK celebrity is using.
Now go write your blog. Link the blog to the products and services that are relevant so that the customer who gets to the blog first can still reach the product they want.
NOW…If you want to be really fancy add a bullet to your product content to talk about your blog and link it back there too.
Give your customers value in multiple ways and locations and they will see you more times in what Google or Bing or Yahoo serves in the organic search results, but they will have an opportunity to chose their own adventure about how they get to your stuff.
Maybe..just maybe they will add something to cart in the end and become a real conversion to your store. If they decide not to buy something today at least you won’t have a 100% bounce rate because what you give them will be closer to meeting their needs, and they might just be back.
Want to know what makes a complete product? Check out this post.