ecommerce seo ranking content

The Secret To Building An Ecommerce Website That Thrives On Search – Part 2

Table of Contents

Continuing from the Part-1 of this posts series which can be read here The Secret To Building An Ecommerce Website That Thrives On Search – Part 1

Anatomy Of A For

What exactly does a skyscraper look like for e-commerce?

The style of a skyscraper doesn't really vary too much from affiliate marketing.

It's just very intentional about getting people to a product page but we also want them to be learning and getting educated on what the best buying decision for them is along the way.

In the beginning skyscraper piece of content used to be in for e-commerce at least up until about maybe two years ago, for example top treadmills for home gym.

And then there were just seven or eight like very brief summaries with a link to a product and there was no content.

Then people started adding a little bit of more in-depth content.

What's working now and what should continue to work for the silver future is what I detailed here in the image below.

BASIC ANATOMY OF SKYSCRAPER CONTENT ECOMMERCE

At the beginning obviously something very simple, some of this will seem very obvious but it does work in this order.

A brief introduction to the niche and a description of what the content will cover.

You want to give people the idea, the understanding of what they're going to find if they continue reading.

Because we don't want to lose them straight away because we didn't link immediately to a product page.

Right after the brief intro, we will give them and then a table of content with jump links.

If they don't want to read the whole thing or this is not the first time that they've been on this page they can go straight to the section of the post that interests them most.

PRODUCT DESCRIPTION PAGE EXAMPLE FOR ECOMMERCE

Here's just an example of what a table of content could look like with the jump links.

By clicking on any of these products you would just then scroll down automatically to that section on the blog post.

SKYSCRAPER CONTENT ANATOMY FOR ECOMMERCE WEBSITES

After the table of content here's where we put in the most valuable content in the blog apart from the actual products themselves.

Because here is where we're going to answer all of the doubts that are in their head, maybe dispel some of the misconceptions about the niche or about a specific product, etc.

So they're coming to the conclusion that, okay, I'm learning all the information I need, I didn't understand that this product is great for me or this product is not great for me and so on.

And this is the part where they get so much information that they don't feel like they need to go and click on another search result to get more information.

So this is the part where we can use for example what i like to do is i like to use a resource called answerthepublic.com which is a free website.

You can just go to enter your keyword and it will give a sort of a mind map visual and a nice list of all of the questions that are asked on search engines about a specific keyword.

We have written more about this tool and similar other tools in another posts series Million Dollar Content Road Map: The Definitive Guide – Part 1

In there, you can get lots of comparison type questions or just a bunch of what is the best x for y etc. And you have like a year's worth of content ideas in there.

What you can do is you can pick some of the best questions and add them there. You could be using some like h2 or h3 tags in the question and in the answer.

When you're adding that piece of content to this section of the blog and in the past, you have been asked a bunch of questions in the past and many of those repeat questions that customers always ask this is a great place to include them.

You're being asked these questions or your customer service team is being asked these questions repeatedly not only should they belong on your faq page but also on the product page you can add them here.

Because if people are asking you they're probably typing them into the search engines as well and you can start ranking for those questions.

After this valuable section which will take up most of the words on the blog what we do then is that we then we introduce the products that we want to drive traffic to.

ANATOMY OF SKYSCRAPER CONTENT FOR ECOMMERCE

This is the part where we show “best rowing machines for your home” or “for a commercial gym” or whatever.

Then you will go into your will be listing the products and highlighting the main benefits.

This isn't the place where we're going to go in and break out the details of all of the list of specs, the measurements, the speed and other technical details.

Because what we'll do then is after we've given a brief overview of why we think this is great and why we think you know it made the list.

We then will invite people by using a call to action button to link to the product page and we'll send them over there.

In the beginning, I wasn't aware of the importance of an actual button with something like check price or see details here or click for further information which then leads them to the product page.

Because my skyscraper method has basically evolved over time.

In the beginning, I was using the hyperlink that was linking to the product page in my store as either the product title or the image.

Over time I noticed that affiliate marketers were always using these calls to action that were very visible and when I started asking people about this.

They said, very simple, make it stupid simple for people to understand what they need to do because if they don't know that the blue text on your black text paragraph is a link they may not click it.

Most people now are reading or visiting e-commerce stores from smartphones.

They don't have a mouse so it's even less obvious when something is a link because you don't hover your mouse over the text to see if it's a link.

You could just be completely missing out on a bunch of people that do want more information but they just didn't realize that you were linking to it.

A clear button with a clear call to action like checking price or seeing full details here will increase your click-through rate and get people onto the product page.

An Example Of Product Listing Page

PRODUCT DESCRIPTION WITH CTA BUTTON

Here's just a really good example I just found from an affiliate website where there's like some brief information about why it's great, etc.

There's the check price button that will then lead to an amazon store because this is an affiliate website that I just chose randomly.

They link to amazon and they even include the four and a half star review which is just an image.

That's just part of the image with the product which is also a very good idea because it sort of reassures people that other people are buying this and other people are liking it so they may even click through more likely.

That's basically what the actual anatomy of the skyscraper for e-commerce should look like and that will almost always likely get you on to page one just by having the biggest and baddest, absolutely jam-packed kitchen sink value information all in one place.

But because we're in e-commerce there is one big question that I get all the time “where do we put this skyscraper piece of content?”.

For example, Shopify and woocommerce, there is a blog section.

The first thing you do is you just want to fill it with two or three pieces of blogs so it doesn't look empty, so people don't get a weird vibe off your empty store like an empty page or no blog section.

If we were to think about it logically the best place to put a piece of skyscraper content is often the collection page or the category page.

For example, if you're in the home gym space and you've got “treadmills”, “running machines” “stair climbers” etc.

You could have separate pieces of content. You will have a skyscraper for each niche or each category and they could be on your blog section.

But what happens is that if we put them on the blog section we're then going to be linking either to the collection page at a product page.

The collection pages are naturally already linking to the product pages and it's a really good place to house this piece of content because then we're having people already land on the collection page and at the bottom of the collection, page is the list of all of the products as well so it just makes sense.

Collection pages or category pages are a great place to have skyscraper content because it's just a natural fit for linking to products.

And even if they don't click through, they're already on the collection page which is closer to the add to cart button than let's say a blog post.

Collection pages are naturally one click from the home page so click depth is great for these pages.

The least amount of clicks from the home page to that page tells the search engines of the relevancy of that page.

If it takes four clicks to get to it, it's not very relevant. If it takes one click it's likely very relevant.

It's a fine line where you need that one clicked depth but you don't want to send people that have already found your store.

You don't want to send them to a blog post because if they made it to your store they're likely going to look for a collection or product page, we don't want to direct them away from getting closer to the id card

Collection pages are naturally a very good home for the skyscraper content because of also that one click depth away from the home page without having to then try to disguise other links in the home page.

Blog posts hosted in the blog section need to be linkable to the home page in order to achieve one-click depth.

are easier to get for blog posts rather than collection/product pages.

Later as you start trying to get backlinks to these if it's a collection page some blogs or websites is a little bit more reluctant to link to a collection page.

Because it's a little bit more salesy, it's clear that the link is driving to products

You're more likely to get backlinks to a blog post than a products collection page.

E-commerce Product Page Tips

PRODUCT PAGE INSTRUCTIONS AND TIPS

Here I just put a very short quote because it sort of describes this page very well.

“You can take a horse to water but you can't make it drink.”

What does that mean? It means that you can write the best piece of content on the planet and you can get people to click through to your product page because you've got a very clear call to action in the product listing on your skyscraper.

But if your product page absolutely sucks then you're probably not going to get people to buy from you.

A very common misconception about product pages for e-commerce store owners is they're afraid to put too much content on the product page because that could just distract people from the add to cart button.

But if it's a completely bare-bones page with just one line of text, there's not going to be a lot of information to help people make that final decision.

Don't be afraid to write long form descriptions. Some people will land also directly on your product page so it should behave like a standalone sales page.

Because if you just put one line of text on your product page it will never rank on its own organically.

So you're not going to run the risk of getting free traffic to your product page because it sucks.

If you do have a lot of content on the product page well, guess what, the product page is going to start ranking organically too.

That's just extra traffic.

So don't be afraid to write long form product descriptions.

One pushback I get from people when I recommend that the collection page and product page should have a lot of content is that if you put a lot of content on a collection page, for example, it's going to push the grid of products down to the very bottom and people will never find it.

But there's no harm in putting in a read more clickable option after the first or second paragraph.

This doesn't have any impact on because the spiders are still able to crawl the website and page and understand what the content is.

And if the person wants to continue reading they can just click the read more or continue reading button and then the rest of the content will open up.

You can do the same on a product page if you're completely afraid of something like that happening.

Remember most traffic will be on mobile. So large paragraphs will create a wall of text.

If you do take my advice and write long-form descriptions just remember to break it up and check on your own mobile phone what it looks like on mobile.

Because if you just have a big wall of text then that will actually create anxiety in people and people will just click away because they're on the phone.

What I like to do is I like to break it up into very small paragraphs and then an image and then a very small paragraph and an image and if the image can be relatable to the very small paragraph that is even better.

Otherwise, just chop it up with some lifestyle images or close-up images of the components and stuff of the product and that will make it visually for people to scroll through on their mobile and it also looks good on a desktop.

Since this is a product page basic conversion rate optimization will help get the sale like reviews and other social proof.

We can have a whole other post of just about what goes on to the perfect product page. That's a whole different conversation about conversion rate optimization.

Let us know in the comments below if you will be interested in another post on product page optimization for E-commerce and I will make time for it to write it.

If you invest all your time on dedicate some of that time to the product page as well because that's where you're trying to direct people to and you obviously want them to then follow through and pull this trigger.

We will be writing more interesting topics on this subject in the next part of this posts series. Keep an eye on it by subscribing to our newsletter.

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  • nkap avatar nkap <@211319858258771968> hey, would you be able to share the website that you want guest posts on? I’m in touch with a few fintech businesses and can ask them whether they’d be interested in putting a post on your site.
  • ddev66 avatar ddev66 <@211319858258771968> it sure will work. Make sure to write that it’s free to post as guests. A lot of websites do not mention this and writers usually think it’s paid opportunity only.

    Keep us updated of how well this goes for your website.
  • soutaraku avatar soutaraku Thank you so much for the detailed guide. I'll see if I can put up the Guest Post page to start with! I hope my email gets bombarded in a good way haha
  • ddev66 avatar ddev66 You should start putting up a page called Guest Posting on your other website where you put articles, etc.. and put all the requirements there which you are looking for in the guest posts. Make sure to leave your email as well for easier contacts.

    Build up some links to this page. Because most of the writers are looking to write for high metrics website that have good DA, TF, etc...

    Once you have a page setup it will help you get attention from people who are searching on Google.

    Next you can start sending the URL of this page to people whom you think might be interested to write for your service on social networks like twitter, linkedin, etc.

    Also list this page URL on websites that have posts like free guest posts list in SaaS, free guest posts list in "your niche", etc. Something like this: https://underwp.com/the-best-free-guest-posting-websites-list-in-2022-over-3000/

    These will get you enough traction to attract guest posts from various contributors over the time. Your email will be bombarded with emails following the above tips.
  • soutaraku avatar soutaraku I can translate guest post to Japanese and put it on our website to share stories from overseas. I thought it would be interesting for our readers and a good way for link building.
  • soutaraku avatar soutaraku It's not titled as contribute/guest posts page, but there's a website we put interview articles and such. We surely can put guest posts on that website.
  • ddev66 avatar ddev66 <@211319858258771968> does your website have contribute/guest posts page?
  • soutaraku avatar soutaraku Hi guys! I'm a Japanese SEO specialist/ content editor working for a fintech company, and looking for someone to put guest posts on our website (preferably about fintech or SaaS market). Are there any good place to look for people willing to guest post?

    In Japan, not many people write guest posts, so I'm kinda lost. Twitter trick is only guiding light to me, <@838326478924021760>. Thanks for sharing.
  • z. avatar z. trying it out right now
  • nkap avatar nkap Great idea! Will definitely try it out. Thanks mate.
  • ddev66 avatar ddev66 A good trick to get guest posts for your website. <@968643757010481232> <@755307075625549854>
  • Büşra avatar Büşra Thank you very much. I'll try 😊
  • nkap avatar nkap Yeah me too!!
  • naaz avatar naaz <@755307075625549854> Thank you for the detailed answer. Hope <@341197404302737408> finds the right solution for this.
  • nkap avatar nkap <@341197404302737408> Just these:

    You can try 3 things: (I suggest you try the 3rd option first)

    1. If there are any links in your coverage report that’s actually not from your domain/property, I’d recommend you use the Search Console’s removal tool to remove these from your property.

    2. If you’re using any page builders like elementor etc make sure you turn off search engine indexing for things like templates. You can find this in Yoast SEO settings. With this setting your templates and unnecessary pages won’t be indexed. Are you using elementor by any chance?

    3. It’s also possible that your site has been hacked. If random URLs are appearing in analytics and search console the first thing that you should do is check your .htaccess file to see if someone has put any rewrite rules.
  • ddev66 avatar ddev66 <@755307075625549854> got any views on this?
  • ddev66 avatar ddev66 did you change your permalinks sometime back in last few months?
  • naaz avatar naaz <@838326478924021760> bringing to your attention on this.
  • Büşra avatar Büşra hello guys! I need to help about SEO optimation. I'm using wordpress Yoast. I saw dummy link like as ``` https://myURL.com/cuisine/35/17498``` I haven't these in page. Btw ı'm using google search console. Why may be this? Is anyone has idea about that?
  • ankit662003 avatar ankit662003 does anyone know how to create seo silos?
  • ankit662003 avatar ankit662003 hi
  • ddev66 avatar ddev66 Just know that we are all here to help each other
  • ddev66 avatar ddev66 No worries mate.
  • Alex25 avatar Alex25 The thing is idk what to ask .
    I'm just stuck
  • ddev66 avatar ddev66 Drop your queries here
  • ddev66 avatar ddev66 Surely <@555915490791391232>
  • Alex25 avatar Alex25 Hello guys ,
    I'm a begginer at Marketing and i'm really stuck on my project if you guys can help me with it i'll be soo greatful .
  • ddev66 avatar ddev66 Discuss your seo related questions here
  • Alex25 avatar Alex25 Hello everyone
  • ddev66 avatar ddev66 Hello everyone! Here we will be sharing all the SEO related information and threads.

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