There is nothing more frustrating than watching a 100 new visitors come to the site only to see just one or two of them place an order. Driving up the eCommerce conversion rate starts with identifying the right keywords but goes well beyond that. In a face-to-face sales situation a good sales rep knows to probe a prospect to identify objections, but in eCommerce the interaction is less personal. Well optimized eCommerce content needs to proactively raise and overcome common buying objections as part of a series of techniques designed to increase the order rate.

At the heart of every successful organic eCommerce content strategy lies a successful keyword research effort. eCommerce Keyword strategies are tailored to both the sales strategy and the page type. As the graphic below illustrates, a Buyer’s Guide might be optimized for search volume while product detail pages put more emphasis on keyword value.

Not all products are equal and prioritizing a eCommerce website for content optimization requires a number of inputs. It’s not as simple as which products generate the most sales today.