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Maintaining a level of relevancy on your ecommerce website is perhaps one of the most important things you can do to improve your position with clients, peers and Google. An apparently easy task to accomplish, this may prove more difficult than you think because it requires a fair bit of strategy, planning and most importantly… it requires discipline.

Let’s pull up our socks and delve into the best practices that achieve relevancy with three key areas of your e-commerce store – Content, Blogs and Photos.

CONTENT:
It’s all about the content. In a world that’s stock full of marketing ads and slogans to “Buy this” and “Buy that”, it’s a wonder that anything ever gets through to the mind of a perspective client. We are unilaterally inundated with promotional text and marketing verbiage at every possible turn. Our attention span has reached an unprecedented level of desensitization. Although some will argue that advertising reaches us on a subconscious level, most advertising eventually dissolves into a dull background noise.

These are just a few of the reasons why you must endeavor to create educational content for your clients to absorb, solve their problems and heal their pains. Teach your customer something they need in order to achieve their happiness or to reach their goals. Create clever ways to enlighten your audience. Speak to them as people and appeal to their human nature. If you’re selling shoes, offer your customers advice on sizing, on various insole options, maintenance and care of the footwear. View it as your duty to provide customer service that extends beyond the sale. This is your opportunity to shine and stand out from the norm.

A beautiful example of this can be found within Vionic Canada’s website. Here’s a link: http://vionicshoes.ca/pages/breakthrough-orthaheel-technology. As you can see, they’ve thought of everything there is to keep their clients interested, educated and well-informed. They have pages on every possible foot, leg and back ailment associated with footwear. This information is priceless to someone suffering from pain. And from a business perspective, Google recognizes the efforts Vionic puts in and indexes the site accordingly.  

Change your perception of website content to view it as a necessary scholastic part of your business. You are your best marketer because no one knows your business better than you do. You’ll be doing yourself and your clients a favor by injecting a little more effort into your website content.

BLOGS:
There are two types of people out there; those who love blogs - and those who dislike blogs. Whether you’re for or against blogs, the truth of the matter is that if you wish to communicate with customers and potential clients alike, you must create blogs on a regular basis. Not only is this an effective way of reaching your audience, it also earns you credible points with Google. Why is this important? Well, Google regards the consistent accumulation of new material to your site as an indicator that your business is active; that you are keenly attempting to engage your clientele and that you have pertinent information to relay, provided, of course, that your blog content is somehow relevant to your industry. If for example, you have an online men’s clothing store, yet you regularly publish articles dealing with abstract art collections, Google will recognize this and will penalize your site by ranking it lower on its search query. However, if you publish blogs dealing with your product and industry, Google will reward your site by placing it higher on the search page. Here’s a sample of a perfectly aligned website and blog from our friends at Boys’Co in Vancouver: http://boysco.com/blogs/itsaguything. These guys are doing a fantastic job by delivering what their target audience is searching for. We’re not saying you have to blog every single day like Boys’Co (unless you want to), but rather find your own pace and maintain it.

An important factor to keep in mind when writing your blogs is the use and/or misuse of keywords. Keywords are single words or groups of words that refer to various aspects and products of your business. When a person types “men’s slim fit jeans” in Google’s search field, these are the keywords used to find this particular product. Google then scours the web to find the best fitting match to those keywords and if your site has them within its pages, and you’ve been maintaining your site properly, a link will show up pointing that client to your site. Whether they click on your link or not is another story. A major task for you in creating your blog is to include some keywords sporadically, avoiding at all costs the padding or overuse of these words. If Google senses that you are guilty of carelessly over populating your site or blogs with keywords, they will discipline you – by ranking your site lower and lower making it harder for potential clients to find you.

Always remember to write from your heart with a focus on educating your readers. Keep it simple without convoluting your work with too much shop talk or business jargon.     

PHOTOS:
Now that you’ve satisfied your clients’ inquisitive minds with excellent content through website copy and informative blog subjects, it’s time to appeal to their visual senses. This is where high resolution photos come into the game. Let’s face it, humans are visual creatures. We use our eyesight to instantly evaluate our surroundings, formulate opinions and often make immediate decisions. Website pictures and images project a first impression to the viewer. These impressions can have long lasting connotations, so you better have impeccable photos on your site. Think of all the avenues available in our social media world for image display; your pics should outshine those in quality and originality. We’re talking about unique lifestyle images that convey the essence of your specific business. Try to create large, crisp photos with scenes that touch a client’s emotional thermometer. You’re attempting to sell your product so look at your pictures as you would a business card or a resume.

For product images, make sure that you have the highest resolution possible, where the products are well lit and properly proportioned. Recent studies have shown that larger product images can increase your conversion rate by 9%. That’s a great percentage simply for having larger images. It’s well worth the investment to allot a substantial portion of your budget towards your photography.

To stay current and relevant, do your best to upload new images on a periodic level. Schedule it in to your tasks list to change images once every quarter. For clothing sellers, this comes easily with the change of seasons. Everyone else needs to follow suit in order to keep up.

There you have it; if you stay on top of these three areas of your website, you’ll be well ahead of the game. Your clients will thank you, Google will reward you, and your bottom line will compensate you.

Feel free to let us know what you think. As always, Satel Creative is here for your success.          


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