SEO for E-commerce: How to Write Optimized Content for Brand Pages
Recently, a leading Malaysian online beauty retailer (which I am not allowed to disclose) added two new brands to the line up on their e-commerce website. With these new additions, they created new brand pages that serve as landing pages targeting respective branded keywords, and I was asked to produce minimum-viable content to optimize the two brand pages. I find that a lot of SEO copywriters fail with optimizing brand pages because it is presumed to be 'filler' content peppered with brand names and keywords when in fact, it is far from it. There is a way to do brand pages right and here, I'll show you how you can write great SEO content for (e-commerce) brand pages:
How to Write SEO Content for Brand Pages
Before we start, it's important to know where brand pages lie in the buyer's journey.
When optimizing web pages, the page should come with the regular, minimum 350-word content. For brand pages, this should consist of a short write-up (usually a brand description), a mention of the brand's products and calls to value.
Step 1: KNOW exactly where the content will appear
It's quite simple but I still find a lot of SEO content are completely out of place(ment). Know where your content will appear and how it interacts with its surroundings (if at all).
Brand descriptions usually appear at the bottom of the page right above the footer, but I have seen ones that appear at the start of the page and it works just as fine. Placement doesn't affect SEO but it does affect the context of your content.
Case in point: The content I'm working with will appear at the bottom of the page, after the products list and before the footer. This should give me an idea of how to create my content with the right context.
Step 2: Outline your content
When outlining your content, think about what you're going to write about and what good information can you impart to visitors. When a visitor lands on your target page, what are they expecting? What stage of the journey are they at? Putting yourself in your visitor's shoes allows you to create content that answers their questions or solves their problems.
Since a page only requires a minimum of 350 words to optimize, you don't have to be in-depth with brand descriptions - some digestible information can prove to be more helpful than elaborate text.
Case in point: Here, I chose to not only write a brief background of the brand but also go into some of its key values and achievements. I also chose to make some recommendations, which may include product keywords I could target by doing a quick keyword research myself, which brings us to Step 3.
Step 3: Do your own keyword research
Although the client has already given me a list of keywords to use, I'm going to put in some extra effort and run some really quick keyword research. Why do I do this? To leverage on some high-performing branded PRODUCT keywords. In other words, I'm going to include mentions of their most-searched and most popular products.
In their brief, the client gave me a target URL with a list of keywords to optimize for, so in this post I'm going to use that as an example.
Here's where most SEO copywriters fail - they only create content based on keywords provided by the client. Content creation opens up an opportunity for an endless list of potential keywords, which most SEO writers don't take advantage of.
A quick keyword research using Google Autocomplete instantly gave me some extra material to work with:
Case in point: I found that their nail polishes, lipstick and skin care are popular search terms, and red matte lipsticks seem to be trending so I'll shed some light on their Brilliant Riche lip colour line. (UPDATE: The online store does not carry the Brilliant Riche lip colour line, so I skipped this entirely.)
Step 4: The Final Write-Up
Finally, the write-up was created.
Characteristics of the write-up:
- It is informative
- Mentions products that are actually available in the online store
- It was written consciously and in context with other content on the page
- It makes sense!
- All keywords were inserted without looking like it was 'planted'
There you have it. A complete guide on how to write SEO content for e-commerce brand pages. Hope this was helpful in any way and if you have any questions or comments, sound off below. Until next time.