If you googled SEO you will find explanations, strategies and above all many opinions. For those of you who have already fought your way through here and acquired basic knowledge: Thumbs up!
In any case, this is a step in the right direction to optimize your content so that it can be found and inspires users.
Unfortunately, in the many blog posts and definitions after the basic knowledge about SEO often end. The next step, deeper Denver SEO knowledge, is harder to find. We came across an article on optimization trends published by this Denver SEO company that we thought was really interesting. We will show you how to get the most out of SEO and start with this topic.
Featured Snippets and Direct Answers.
Users ask them, Google loves them: Questions. Those who answer relevant questions in their content have a good chance of landing in the most prominent places in the Google search. Google is developing more and more from a search engine into an answer engine, which means that the Internet giant no longer wants to just direct users to other websites but to keep them in the Google universe.
For this reason, questions are often answered in the SERPs. Amazon appears in a total of 36,000 featured snippets, according to a study by SEMrush. Sounds a lot? However, this corresponds to just 0.27% of the keywords for which ranking is to be performed. Not exactly a good yield. Amazon, like Google, is good at collecting customer questions, but these are rarely answered in the content on the product pages.
So if you know what users are looking for in connection with your product, you should also answer these questions directly on your website. So you help Google to offer a better search result and the user realizes that you have solved his problem. In addition to general questions about individual products, special interest topics are also worthwhile, because you show the user that you know exactly what he is looking for and that you care about his needs.
One example is the US eCommerce mail-order company Wayfair, which has created its own extensive area for dog beds on its website. Not every second user is looking for it, but those who are looking for it will probably be pleased if they find everything about it on a page.
To know what your potential customers are looking for, research is necessary. For which products do questions arise and which questions are asked? You can find out by searching at Google or Amazon or you can use the W-Question-Tool or Answer the Public.
In addition, your content should be well structured and therefore easy to scan from Google and the user. This works, for example, via the headings hierarchy. Your main keywords should be in the H1 and H2 headings. The questions you answer, on the other hand, are in the H2 or H3 headings. For “How questions”, the answer usually describes a process. Step-by-step instructions in the form of lists are useful here.
In addition, we recommend using markup to schema.org for as many products in the shop as possible to make it easier for search engines to recognize the content.
This is how you structure your content. Now we care where this content belongs?
SEO texts on category pages
Even if backlinks are still the strongest ranking factor. Content is becoming more and more important on the category pages and is one of today’s self-evident aspects of Denver SEO. Here one must say clearly that it depends now nevertheless times on the length. Google loves long texts, the user usually not so much. Therefore, the text should not only be long but also good, i.e. relevant.
You have surely heard this phrase many times before, but nobody explains to you how your lyrics become good or relevant. We wouldn’t be OMG! if we didn’t have a tip for you here too. Relevance is generated by related terms. When I write about a certain car, then the typical features, such as horsepower, equipment or consumption should not be missing. How to find relevant related terms? With the Natural Language API from Google you can check exactly which terms are particularly important in your text.
The Salience value is decisive here. Conversely, you can copy the texts from the top 10 search results into the tool and check the entities with the highest salience values. This principle works even if you are not sure how long your text should be. Simply check the top 10 for your keyword.
As an alternative to Google’s Natural Language API, we recommend Ryte’s WDF*IDF tool, where you can see exactly which keywords others rank for. You can also have your texts show you which keywords still need to be inserted, which ones should be removed and which ones you could still use more often.
Ultimately, of course, it is important to accommodate as many important entities as possible and structure the text accordingly.
All this to be found. But this is not where sustainable SEO ends. Now it’s about the user falling in love with your content and getting stuck there.
Inspire users with product curation and inspiration
Users are flooded with possibilities to solve their problem with every search query. This, in turn, leads to changes in the search queries. Users are no longer looking for generic terms like “shoes”, but “blue sneakers Nike Sale” to reach their goal faster.
Many online merchants are beginning to personalize their websites to meet these specific needs. But that’s not enough. Online shops must better select and curate their products for the user.
What’s that supposed to mean?
Now comes the social media component. A simple example to describe this process is Facebook. The social network selects and curates its content through its algorithm for each individual user. The principle can be transferred to online shops that deliver exactly what certain user groups are looking for.
To illustrate this, we take a look at the online mail-order giant Amazon. Surely you’ve already seen the label “Amazon’s Choice”, which refers you to products Amazon has chosen for you. So these are recommendations that will, of course, become even more authentic and credible if they do not come from the shop itself, but in the best case from famous influencers.
It is important to answer the following question: For whom are products selected?
Holidays are particularly suitable for recommending content curated from scratch. Let’s look at an example of Etsy. The shop has created its own landing page for Mother’s Day, ranking it for more than 1,700 keywords. Over 600 of them were created by Etsy itself.
Now we have explained and heard a lot. It’s time we sum things up again:
- The effort to create customer-oriented content is worthwhile. Every category page should contain such content.
- Create guides or microsites to contextualize your products to present more than just the product to the customer; it creates traffic, backlinks and a positive image.
- Answers specific questions from users to end up in the featured snippets and direct answers from Google and thus dust off a prominent position in the SERPs.
- Select and recommend your products to specific customer groups or have them curated by brand ambassadors; this ensures social proofing.
- HTML sitemaps and footers help the Googlebot to find and index all product pages.
That’s a lot of input, huh? But the effort is worth it because it takes you to a new level in SEO.