(Note: This guest post was originally published in German and was translated into English by Seobility. Click here<\/a> for the original version).<\/i><\/p>\n If you\u2019re in a hurry, you can skip ahead to:<\/p>\n At this point, you\u2019re probably wondering: What\u2019s the point of all of this effort? Why do I need a specific content strategy when all I really want are more sales? <\/p>\n To answer these questions, it\u2019s best to start from the beginning.<\/p>\n An SEO-focused content strategy is based on content that\u2019s exactly tailored to the needs of Google users<\/strong>. <\/p>\n These needs can be summarized under the umbrella term \u201csearch intent”. In other words, what is the specific intention behind the search query? (What does the person searching the web expect to get from their Google search?)<\/p>\n The goal of an SEO-focused content strategy is to use keyword data to create the right content for every phase of the decision-making and purchasing process<\/strong>.<\/p>\n In fact, there\u2019s really no other way to go, because without the data for keyword search volume, click rates, etc., it would be difficult if not impossible to determine what content users actually want to see.<\/p>\n So, what does this have to do with search engine optimization? <\/p>\n Quite a lot, actually:<\/p>\n In principle, data-driven content strategies with a focus on SEO isn\u2019t so different from classic \u201coffline” shopping. <\/p>\n Imagine this. You go into an electronics store because you\u2019re looking for a new laptop. Your visit to the store could be driven by different motivations.<\/p>\n In each of these scenarios, you come into the store with different needs and intentions.<\/p>\n This is exactly how users interact with online stores: Each visit follows its own pattern and search intent.<\/strong><\/p>\n In the physical store, you solicit advice. This advice helps you in the information-gathering and decision-making process, without trying to convince you of anything. The goal isn\u2019t to twist your arm but rather to inform you.<\/p>\n The same thing happens when you write SEO content<\/strong>. Because it is specifically tailored to this decision-making process<\/strong> – based on keyword data – Google gives your content more visibility.<\/p>\n Therefore, if your online store serves the searchers\u2019 intent, it will become more visible in search engines. <\/p>\n And the more people who discover your store through a Google search, the better chances you have of getting new customers. With SEO-focused content, your store is also visible even when there is no intention to buy. You cover the whole customer journey by offering commercial and non-commercial content equally. <\/p>\n A well-established online store normally consists of:<\/p>\n Within the context of our SEO-content strategy, the category pages and the non-commercial content are important.<\/p>\n The home page, as well as the category and product pages<\/strong>, are commercial in character. However, traditional marketing language is no longer sufficient for these pages. <\/p>\n Take a look at a few category pages of successful online shops in your niche. Do they only contain product listings or is there also additional content<\/strong>? The more informative you make your commercial content, the better it is for your potential customers. <\/p>\n More information<\/strong> can be provided by:<\/p>\n Here\u2019s an example: This category page for laptops and notebook computers first gives a product overview. This is followed by a brief explanation of everything you need to know for finding the perfect laptop.<\/p>\n As you can see, a number of secondary keywords are covered – but more on secondary keywords later.<\/p>\n With non-commercial content, you pick up people who are searching Google without a concrete intention to buy. They\u2019ll come into contact with your brand at an early stage of the decision-making process<\/a><\/strong>.<\/p>\n Non-commercial content may include:<\/p>\n This section addresses any of the sub- and marginal issues<\/strong> that have anything even remotely to do with your industry. You can then link to commercial content internally<\/strong> \u2013 provided this cross-reference makes real sense thematically.<\/p>\n Traditionally, non-commercial content consists of guides or advice. For example, this web hosting provider covers a diversity of informational keywords.<\/p>\n Linkable assets also fall into the non-commercial category. They are a special case because they not only bring traffic to your site, but they can also improve the link profile of your store.<\/p>\n This category consists of content that has high potential to get backlinks from other websites<\/strong>. However, in order for you to get as many industry-relevant pages as possible to refer back to your site, the content has to be impressive. In other words, offer very specific value<\/strong>.<\/p>\n Infographics and tools are proven methods. Below, you\u2019ll find a practical example.<\/p>\n With this tool, you can calculate the amount of food your dog or cat needs to eat to remain healthy. These calculations are based on your pet\u2019s ideal weight, your pet\u2019s activity level and other factors. The calculator is provided by Steve\u2019s Real Food, a raw pet food company. <\/p>\n This is a clever addition to a pet food site. It engages pet owners by offering them something practical to use: in this case, a food calculator. It\u2019s an example of a non-commercial asset that could drive sales<\/strong> in an organic way. <\/p>\n Another benefit: Other websites that cater to the pet care industry also link to this calculator. <\/p>\n And why not? Who wouldn\u2019t want to put a useful tool in their readers\u2019 hands<\/strong> that provides them with real value in the process?<\/p>\n At the end of the day, non-commercial content isn\u2019t just important because it enables you to cover all of the facets of the customer\u2019s journey. It\u2019s also important because it plays a critical role in link building<\/a><\/strong>.<\/p>\n At this point, only one question remains: How do I know which keywords to use at which stage?<\/p>\n Glad you asked. Enter keyword research, stage left. <\/p>\n The AIDA advertising formula plays a central role in an online store\u2019s keyword selection process. The acronym stands for:<\/p>\n Each interaction on or with a website is connected to one of these phases in the decision-making process<\/strong>.<\/p>\n Time for a practical example!<\/p>\n Every Google search arises from a specific problem situation<\/strong>. This initial situation is what is known as the awareness phase<\/strong>. That is, someone becomes aware of a problem and wants to solve it.<\/p>\n Let\u2019s follow an exemplary fictional character named John on his AIDA search. Here\u2019s the scenario. A friend has invited him to play a round of squash. John likes this idea, but the powers-that-be will hardly let him into the squash hall with his dirty sneakers.<\/p>\nWhat Is an SEO-Focused Content Strategy for Online Stores?<\/h2>\n
Search Intent, SEO, Data & Content: The Big Picture<\/h3>\n
\n
\n
SEO Content for Online Stores: More Visibility Through Matching Content<\/h3>\n
Essential Content Types for Online Stores<\/h2>\n
\n
Commercial Content<\/h3>\n
\n
![\"laptop](\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/09\/laptop-category-page.png\")
\nSource: https:\/\/www.staples.com\/Laptops\/cat_CL167289<\/small><\/p>\nNon-Commercial Content<\/h3>\n
\n
![\"blog](\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/09\/web-hosting-blog.png\")
\nSource: https:\/\/www.hostinger.com\/blog\/<\/small><\/p>\nSpecial Case: Linkable Assets<\/h3>\n
![\"dog](\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/09\/dog_food_calculator.jpg\")
\nSource: https:\/\/www.stevesrealfood.com\/quick-guide\/feeding-calculator\/<\/small><\/p>\nKeyword Research and the AIDA Model: What Kind of Content Does My Store Need?<\/h2>\n
\n
Example: AIDA and Keywords in Practice<\/h3>\n
![\"search](\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/09\/eco_friendly_cleaning-2.png\")
<\/p>\n![\"search](\"https:\/\/www.seobility.net\/wp-content\/uploads\/2020\/09\/eco_friendly_cleaning_agents-1.png\")
<\/p>\n