In the quest to drive traffic to their sites, retailers are adding content. Various types of content serve to “boost search engine rankings, build customer trust and loyalty, keep customers coming back and drive new consumers to an e‑commerce site,” writes Katie Deatsch for Internet Retailer. How does an online vendor optimize the amount and type of content? Presenters at the recent Internet Retailer Conference & Exhibition in Chicago had some answers.
According to Ken Burke, chairman at e‑commerce platform provider MarketLive, e‑commerce retailers should devote 80% of the site real estate to commerce and 20% to content. When it comes to content, retailers should add text and video-based buyer’s guides. They should also consider discussing industry trends to help educate buyers. For example, Deatsch’s article describes how Beach Body, an e‑commerce operator, has reached $100 million in annual sales by marketing its products both on TV and through its online site. Burke also highlighted how e‑tailers can ‘push out content’ to other sites and link back as a way to boost traffic. These types of syndication strategies require adding metadata and tags so that search crawlers can find the new content.
The CEO of Beach Body “believes useful content that builds trust and offers information will lead to that sale, even if it’s down the line.” More e‑tailers will likely be boosting content on their sites with hopes of generating similar results.[Source: Deatsch, Katie. Content can be crucial for e‑commerce sites, experts say. InternetRetailer. 10 Jun. 2010. Web. 22 Jun. 2010]