TEXTS FOR ONLINESHOPS: THE 6 FACTORS FOR CREATING SUCCESSFUL TEXTS Nov 2, 2017Views: 32
TEXTS FOR ONLINE SHOPS: THE 6 FACTORS FOR CREATING SUCCESSFUL TEXTS
We can write a lot about how good texts should look like for online shops. Sometimes it helps to look through the eyes of the customer see things from their perspective. Text creation for online shops is extremely complex, therefore, creating high-quality texts play an essential role in a search engine ranking, high user satisfaction, good conversion rates and thus high sales. The most important success factors are keywords, structure, scope, rich media, uniqueness and relevance.
FACTOR 1: DETERMINE KEYWORDS AND RELEVANT TERMS
To record the relevant search terms of potential customers, there is the Google Keyword Planner. This will determine the search volume for terms and provide keyword ideas. The keyword planner gives the copywriter much information, for example, which terms are important for headlines, meta tags etc. However, helpful information can be used for the reader from text content and structure.
Two types of information can be obtained from keyword research for the creation of texts. On the one hand, it can be used to determine alternative terms and spellings of the main keyword. On the other hand, search terms of related product categories can be found in the "Ad Group Ideas" section. These are particularly interesting if they are semantically related to the main keyword.
Example: The important keywords for tumble dryer or condenser dryer texts would be words such as: "tumble dryer", "dryer", "condenser dryer” etc. For the creation of the text, however, terms such as “washing dryer”, "exhaust air dryer" and "heat pump dryer" are also important. A text that answers the important questions on the subject of "Buying dryers" must in any case take these terms into account
The keyword planner with relevant keywords (screenshot of Google Keyword planner) will help you with the topic "tumble dryer".
FACTOR 2: TEXT STRUCTURE FOR A BETTER USER EXPERIENCE
Texts on an Internet should be able to be scanned quickly and easily by users for the main information of the product. Therefore, it is vital that the text structure must ensure that the user can quickly identify where they can find the information that is important to them.
For the selective way of reading the text must be clear, structured according to importance and optically adapted. Second-order subheadings (h2) are practically always used. Longer texts can also benefit from third order headings (h3). It is also important to divide the paragraph into paragraphs taking into account the paragraph length. Rule of thumb: In case of doubt, it is preferable to use a heading or a paragraph separation.
In general: Anything that loosens up the body of text may and should complement the text. Lists, comparison tables, highlights. See also point 4 "Rich Media".
Brands in Google search results: Sensibly structured text offers a good user experience and benefits for SEO.
A text with a good (html-)structure has further advantages. Google uses things such as tables of contents and brands in its results pages to guide users to the information they want. This can then jump directly from the search results to a specific section of the text. This can have a positive effect on the click-through rate (CTR) of search results.
FACTOR 3: ASSESSING SCOPE AND PRIORITIES
The length of a text is not a quality criterion. More importantly, he answers the reader's questions in the best possible way. Also with regard to SEO, no general formula can be derived as to how long texts have to be for them to reach the top positions in the search engines. From the SEO point of view, factors such as product type and competitive situation always play a role in the required text length.
Sometimes texts with a length of 200 words are sufficient and then again texts of 2,000 words too short. It is important that the number of words is selected depending on the topic and the available information.
Tip: Product categories that are particularly important for the online shop's sales should also be given preference when it comes to content. Shop owners should invest heavily in content that answers the questions of users and makes them buyers. Shop pages with many accesses, but few purchase deals can be an indication that there is a lack of helpful, convincing content in these places.
FACTOR 4: UPGRADING TEXTS WITH RICH MEDIA
Copywriters are word specialists. But successful content in online shops goes beyond pure text. For unique content, the images provided on the product pages, category pages, and other landing pages are very important.
Ideally, original images from the company should be used which support and supplement the information in the text. On top of that, graphics and images help to structure the text and make it more user-friendly and accessible. Using your own images means that pictures and graphics are unique on the net. Material that can be found in other places creates duplicate content in the worst case: a stumbling block for good Google rankings.
If you use your own pictures and the text is optimised with regard to important keywords, you can also win more visitors with the Google image search. When optimising images, file names, alt- and title-tags should be provided with relevant keywords.
All important facts about pictures and videos at a glance:
· large and high resolution
· use your own/unique pictures
· Describing images in text
· assign alt- and title text
FACTOR 5: UNIQUENESS IS COMPULSORY
Texts in online shops should always be unique. It is urgently necessary to avoid the one-to-one adoption of product descriptions from manufacturers. Often these texts are fact-heavy and dispassionate, which doesn't necessarily convince potential buyers. It can also create duplicate content, which can have a detrimental effect on Google Rankings.
Screenshot of IKEA Products
Therefore, a lot of energy should be invested in a text to capture the user's emotions. The texts must be understandable and above all unique in order to stand out from the 0-8-15 product descriptions and category texts of other online shops.
FACTOR 6: CREATE RELEVANCE
The most important factor for online shop copywriting is relevance. You can only be considered successful if content is helpful, if you answer questions, make decisions easier and convince potential customers.
One possible way to find relevant shop texts is to answer all possible questions about the product or service. In addition to the relevant tools such as answerthepublic. com keyword questions, relevant content can be identified in other ways. Forums on the topic offer a deep insight into the target group. In addition, frequent support questions can be processed into relevant content.
The SEO aspect also plays an important role in this area. User signals, such as e. g. length of stay and access to other shop pages, give Google important hints on how "relevant" the content offered is, i. e. whether the user is "satisfied" and whether the text of the online shop has satisfied the user's search intention.
CONCLUSION: CONTENT MUST CONVINCE GOOGLE AND INSPIRE USERS
Successful texts in online shops put the user at the centre of attention - both in terms of content and structure. The guiding question for content creation should always be: What do potential customers want to know and in what form can this information be best presented?
The user should be offered relevant and attractive content, whereby the SEO basics should also be considered. Often this goes hand in hand: well-structured texts with meaningful headlines have better chances of achieving good Google rankings. If the user feels that he or she is being picked up by well-prepared information, entertaining content or emotional stimuli, he or she will enjoy in the shop and very probably become a customer.
About the author
Herbert Buchhorn is the CEO of Clicks Online Business (offices in Berlin, Dresden, Cologne, and Munich) and an expert in search engine optimisation (SEO). Since 2007, his online marketing agency has been successfully working for companies from a wide variety of industries throughout Germany and internationally. He regularly publishes specialist articles on the subject of SEO & e-commerce in various online and print magazines, is an acknowledged speaker at conferences and regularly holds seminars and workshops on the subject of online marketing.
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