Blog article
How to use cold content to grow the sales performance of your e-commerce landing page?
Some weeks ago, Google announced the launch of its latest helpful content update, which is expected to initially impact English searches worldwide, before being extended to other languages in the coming months.
What we do know is that this update will primarily affect websites that have a relatively high amount of unsatisfactory or useless content, where the content is written primarily for search engines.
So, as an e-commerce owner, what can you do to avoid being hit by Google?
We strongly recommend that e-commerce sites optimize their cold content by creating unique content that is relevant to the users visiting the long tail category or keyword page. One of the main reasons is that when a visitor lands on a category page related to their query, their user experience is enhanced and they are more likely to purchase what they are searching for from your site.
In this article, we will explain how one of our clients, specialized in sales of both new and second-hand vehicles, increased traffic to its website by optimizing cold content on its category pages. But first, what is cold content?
Importance of creating optimized cold content
In this article, we will explain how one of our clients, specialized in sales of both new and second-hand vehicles, increased traffic to its website by optimizing cold content on its category pages. But first, what is cold content?
- Defining Cold Content: for e-commerce category pages, cold content refers to informational text that is not directly linked to the product list section. It enriches the shopper’s experience and is often not changing over time while the products in the list change over time.
- Long-term Value: this content stays pertinent over time, continually attracting and engaging visitors long after it’s published.
- SEO Friendly: cold content is particularly beneficial for SEO. It helps in building a strong foundation for your page’s organic search presence.
- Enhancing User Experience: it enhances the customer journey on your site by providing useful information that complements the products listed in your categories.
- Diverse Topics: from product usage guides to broader industry trends, it offers more depth than typical sales-driven content.
- Building Authority and Trust: offering valuable insights, cold content positions your brand as a knowledgeable leader in your niche, creating customer trust.
- Important: avoid using thin content (text with lack of substance and value) and focus on creating unique material for your e-commerce category pages. Unique content enhances the user experience and improves your website’s search engine rankings. This approach helps your brand stand out, builds trust with your audience, and encourages more engagement.
Results
The combination of Verbolia and Semji has allowed our client to position the pages generated by Verbolia in the top positions just a few weeks after they were launched.
And what we can say is that the results were amazing:
- 10,000 new SEO optimized landing pages created in a few clicks,
- 42% increase in organic traffic,
- 10% Verbolia landing pages powered by Semji have generated 50% of our client’s global traffic,
- 21,000 organic visits generated by “Verbolia + Semji” pages out of 42,000 total organic visits.
This phenomenon is not an isolated case! We see a 6-fold increase in SEO visits per page for our clients who have optimized “people-first
content”, like our automotive customer, compared to pages where they
have not added “people-first content”.
In short, the more points you have, the more your content will be optimized for SEO.
If you’d like to learn more about how Semji and Verbolia work, you can contact us and we’ll be happy to arrange a joint demo to show you how the combination of our complementary platforms can help you increase your ROI and compete with the big e-commerce leaders in your industry.
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