The Internet runs on words. Search engines find and evaluate websites using words, be it information or products. People enter words in search engines to find what they are looking for – this is a very simple concept that is a part of our everyday lives. But this concept takes on new meaning when we decide to make a living using the Internet

Why Fresh Content Matters In The World Of eCommerce

A common mistake newcomers to the ecommerce business make is to create their content, and then move on. They rarely refresh their content.

When someone is looking for a product, they enter a word or phrase into a search engine be it Google or Amazon, and hopefully your product surfaces in their search.

Search engine spiders are constantly crawling websites looking for new and fresh content to index – something they haven’t seen before. The keywords and phrases you add to your website’s pages and product descriptions can affect your visibility in search engines like Google and Amazon.

The way people search for information and products evolves, which is why it’s important to keep your ecommerce pages updated to reflect these trends.

Tips For Refreshing Your Content

  • Start by performing some keyword research for the most up-to-date terms and words relating to your products. Add them to your current suite of product descriptions. Google Trends is a free tool that shows how trends for your product keywords and also related and rising searches. Soovle is also another free keyword research tool that pulls in the autocomplete results from all major searches including Google, Bing and Amazon. You can also use Google’s Keyword Planner to gain insight into how people are searching for your products and how frequently.
  • Refresh your photos, especially if you have live models in them. Hairstyles and clothing change and you want your photos to be appealing and resonate with your customers.
  • Make sure to optimize your images for search engines by optimizing the file size and also using descriptive filenames and alt attributes that include the product name and SKUs, ISBNs or model numbers
  • Redesign your website. Website design trends and technology change often. Having a fast website with a
  • Blog often! The following are ideas to keep your blog updated and focused on your customers:
    • Create new product tutorials that integrate the latest industry terms and trends.
    • Product use changes with need. Add new examples of uses for your products, based on the needs of the day.
    • Resolve frequently asked questions you receive about your products.

If You Want to Be Big, Look Big

The big companies have large staffs and budgets dedicated to keeping their website and content updated frequently. As a small business owner, you have to find the time and/or resources to help you keep your content fresh and relevant. It doesn’t have to be dramatic changes, just make sure you are relevant and up-to-date. Don’t set-and-forget!

About the Author

Perry Goldstein
Perry Goldstein

Perry has spent over 40 years in the electronics industry, in both the Consumer and Pro A/V sides of the industry. He is a pioneer of the ecommerce industry, working with ecommerce platforms since the advent of the channel in the mid 1990s. He has extensive experience working with Amazon since their entry into the electronics industry, as well as many of the biggest online retailers.