At the end of the day, you don’t run a business to please Google, you run it to please your customers and hope Google is happy along the way. We live in a time of accessibility, of gross commercialisation and commoditisation. It’s not enough anymore for businesses to just provide a good or a service. That’s because there’s businesses out there providing so much more, and like it or not they are the yardstick.
People are yearning for brand experiences, to be spoken to as equals and to be involved in the purchasing experience at all stages of the sales funnel. This means giving them content to engage with, stuff that’s amusing or educational, stuff that they’ll want to share with their friends.
Content is particularly important for e-commerce businesses, because it’s not like bricks and mortar shops where you have sales staff to promote your products, answer questions and provide advice.
That’s what content is, your digital salesperson.
For example for a business that sells gifts for men, some content directed towards the female demographic that will assist them in choosing a great birthday gift for a tech lover or sports nut might be useful. For a business selling pianos, a downloadable guide of piano maintenance would be extremely useful. Ikea is exceptional exponent of this value-added approach to content and their website is full of really useful guides, tips and tricks on home decorating and organisation.
From an SEO standpoint, on page metrics such as bounce rate and time spent on page are becoming more and more influential for SEO, so getting customers engaged is hugely important. Content is great way of keeping people engaged and interested once they land on your page.