Time to implement: The rest of your life.
Today we're going to talk about content. This could easily be a book of its own, and there are in fact many books written on the topic.
Shopify has created an good video series about content marketing, and I encourage you to take some time to dive in and learn the basics of content marketing.
Of everything I've written in this guide, this is probably the most important thing to learn and do well. It's also the hardest.
As you probably know, Google sees it as their job to index all the content in the world, categorize it appropriately, and then help people who are looking for it, find it. Because of this core emphasis on content, focusing on content yourself is a very valuable use of your marketing time. Because it benefits your shoppers, it benefits your SEO, your overall marketing, and it will benefit you as a shop owner. Once you've addressed the basics of SEO we've covered previously, this is an important place to spend your time.
Another reason to write good content is that one of the key signals that Google looks for to determine relevance and authority on a topic (and therefore how high they should rank you in their results) is incoming links from other sites, including social media sites. Good SEO includes writing compelling content, sharing it, and encouraging others to do the same on their sites and social media profiles. Part of the way you encourage this is to write content that is so compelling you don't even need to ask - people are just happy to share it once they learn about it. People share high quality stuff because it makes them look good to the people in their networks.
Start by writing unique, thoughful, quality product descriptions. Then move to your "About" and FAQ pages, and other static pages on your site. Tell your story, connect with your niche audience. Have an appropriate voice, be human. Next, fire up your blog, make regular (at least every couple of weeks) posts that are of interest to your audience. Share those blog posts through social media, and through your email newsletter.
When you write content, don't just talk about yourself. In fact, talk very little about yourself, talk instead about and to your audience and what is interesting to them. Put yourself in the shoes of your desired customer, what would you find interesting to read if you were them?
Writing good content can be challenging work to do well. It's also often a key element of what separates amateur stores from successful ones.
Here are a few more tips:
- Avoid buzzwords and marketing-speak.
- Write with an authentic voice - be human, be you.
- Take time to polish what you write. Draft, then proof-read what you write. Have someone else look at it and give you ideas.
- If you're not a confident writer, invest in someone who can help you.
- Strongly consider having a blog and keeping it regularly updated.
- 6 ecommerce copywriting mistakes on the Shopify blog
- 9 Simple Ways to Write Product Descriptions that Sell
- Copyblogger provides helpful content marketing stuff
- Copy Hackers has good content writing stuff too
- 75 Resources for Writing Copy that Converts
A technical tip on working with content
When you write content on your pages and in your blog posts, make use of headings to organize your content, and to help Google understand the heirarchy of your content, and relative importance.
There are 6 headings available to you in HTML,
h6. Google likes you to use these, and it helps your users too. Your theme should have specific styling for each one defined.
A typical post or page my be organized something like this
h1 - Page title / headline
h2 - Sub title / sub headline
sub content here
h3 - sub sub
even more sub sub content here
(you get the idea)
You access these heading designations in the content editor in Shopify here:
Today's "day" of work is obviously much more than that - it's an ongoing way of doing business. It's also very effective when done well, and should be enjoyable too.
I recommend creating a publishing calendar - make an outline and set some dates and goals to keep you moving. You'll be surprised how much you can do with just a little bit of progress each day. Start with a commitment to invest 20-30 minutes a day, you'll be surprised what you can do. A daily commitment also keeps your brain working, ideas will come to you throughout the day, use a tool like Evernote to jot these ideas down so you don't forget once the inspiration passes.
Having an online store filled with good quality content is a great feeling. Think of it as an investment in your company and yourself. It's a way to differentiate from your competitors, a way to significantly improve your SEO, and a way to give your customers a unique and valuable experience that will build brand loyalty.
I hope this mini-course has been helpful and that it will help you bring more traffic to your site, and increase your sales.
Of course SEO is a big topic and there are aspects that I didn't cover, but this covers the most important things that every Shopify store owner should be doing. If you've covered these things, you can be proud of yourself and confident that you're covering your SEO basics.
If you found this guide helpful, I'd love to hear about it.
If you'd like to receive more training like this from me (including aspects I wasn't able to cover in this course), make sure you subscribe to my email newsletter below.