Content plays a pivotal role in today’s marketing scenario as it enables you to reach your target mass and effectively promote your products and services. Well crafted content can get your desired results.

To help you understand the value of information content in e-commerce, Search Engine Land’s Eoghan Henn has published a case study entitled “The true value of informational content for e-commerce SEO”.

Henn says, “The true value of informational content for e-commerce SEO is often difficult to prove. Some content marketers and SEOs are convinced that informational content can serve as a link-worthy asset that will attract natural links from other websites. The acquired links are then supposed to help improve the SEO performance of the entire online shop.

But how do we isolate factors to demonstrate that it is indeed the informational content that contributes to a website’s overall SEO performance, and not other optimizations and developments? This article presents a case that supports the theory of informational content helping commercial pages rank better and generate additional sales.

Background: SEO strategy and performance

The e-commerce site we are looking at in this case study was first launched in 2011, but the current SEO strategy was only implemented in 2017. In a nutshell, it consists of the following activities:

Technical SEO:

  • Making the website’s content (60.000 product pages and 80 category pages) crawlable and indexable for search engines
  • Heavy focus on improving page speed for users and search engine crawlers”.

Case study: The true value of informational content for e-commerce SEO

Search Engine Land

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