5 Easy Steps to Improve your Etail Content Strategy

Did you know that the prospective number of digital buyers is expected to be nearly 2 billion in 2019? That’s almost a quarter of the world’s population, according to Statista.

Etailers need to ensure better online visibility on the SERPs if they want to capture these buyers. The best way to achieve this is through a content strategy.

Here are 5 easy steps to improve or create your Etail Content Strategy:

Step 1: Understand Customer Intent 

Step 2: Build your Keyword List and Run Search Volumes

Step 3: Review SERP and Ranking Information

Step 4: Conduct a SERP Analysis

Step 5: Produce Content

Step 1: Understand Customer Intent

85% of online consumers conduct online research prior to making an online purchase, according to Salesforce.

This gives etailers the opportunity to understand the language used by customers in their searches, the kind of searches they are making and what exactly they are looking for.

Google SERPs show us a lot of information; make sure to pay attention to results as this is your key to finding out the actual intent of your customers so you can better create relevant content. 

Step 2: Build your Keyword List and Run Search Volumes

Once you understand what people are searching for, you should create a list of keywords related to these searches using the Myposeo Keyword Suggestion Tool or other keyword research tools.

Make sure you cluster your keywords by creating categories and subcategories of these keywords.

Remember, SERPs are not the same between categories hence, tailor your content and templates to suit the different keyword categories.

Running search volumes on keyword categories is key (pun intended), as it shows the biggest keyword category of your website and the search engine traffic it generates. This gives you the opportunity to compare between keyword groups and establish a starting point for your content strategy.

Conducting an audit of the SERPs gives you a sense of the results that show up for various keywords. You can differentiate between the results of keyword groups to better tailor your content.

Step 3: Review SERP and Ranking Information

The ranking information reveals competitors’ position on the SERP that can be beneficial for you to understand who your competitors are, as well as give you an insight into their content strategy.

Step 4: Conduct a SERP Analysis

This is possibly the most important step in your content strategy. SERPs showcase a lot of information that, with an in-depth analysis, answer all your content creation questions.

The different formats in which results show (images, Youtube videos, featured snippets etc.) shows you the different ways in which customers prefer to consume content based on that keyword group. This will give you an idea of your customer’s preferred format so all future content on that keyword group should be created accordingly to secure maximum visibility.

You will also gain insight on your competitors content strategy by seeing where their results are showing up.

For example, if they appear under the ‘People Also Ask’ section, we know that they prepare a lot of content answering very specific questions and create a number of web pages with different answers. This increases their chances of being visible in featured snippets as well and hence, may be a good content strategy to follow or learn from.

Step 5: Produce Content

Finally, based on all the information you have collected on your customers’ intent, keyword categories and search volumes, SERP review and SERP analysis, you can start producing your content in the right format, with the right keywords and for the right audience.

Remember, put yourself in your customer’s shoes and keep in mind, the customer journey when purchasing goods online.

  • What will they be looking for?
  • Will they want to compare products?
  • What do they want?
  • Why do they want it?

Ask yourself questions, and create your content.

Pro tip: The ‘People Also Ask’ section is a good place to start to get an idea of what customers want to know about the subject.

Want to know more about the perfect Etail Content Strategy? Listen to our podcast delivered at Brighton SEO by Myposeo’s Co-founder and CEO, Alexandre Sigoigne.


Marketing manager @myposeo, community manager and writer.

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