Ecommerce content: How to demonstrate beneficial purpose and expertise

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by Anna Munhin Jan 18, 2023 News
Ecommerce content: How to demonstrate beneficial purpose and expertise

Your website's main goal is to communicate your value proposition. messaging needs to be more refined.

Targeting specific topics on your pages and clearly communicating your expertise are some of the things this means.

The recent addition of an extra E to E-A-T for "experience" in the updated search quality raters guidelines further underscores the need for ensuring your beneficial purpose is prominent in your main content. This is one of the factors that contributes to the quality threshold of the index.

How can you introduce experience content into your pages in a way that doesn't diminish your message or the page's beneficial purpose?

Defining beneficial purpose and page quality

The overall intention of the page is determined by the creator of the page.

It's in other words.

  • What is the purpose of the page? 
  • Is it to sell a product or service? 
  • Is it to provide information? 
  • Or is it to generate leads?

On the other hand, page quality is an evaluation of the elements that make up a page, including design, function, and content.

It's important to determine here.

  • How well does the page meet its intended purpose? 
  • Is it easy to use? 
  • Is the content relevant and accurate?

Displaying product experience and expertise in ecommerce

Setting your website apart is dependent on demonstrating product experience and expertise.

In order to build trust and show their experience in delivering a quality service, some websites put product and company reviews into their content.

As search engines look for more and more differentiation signals, investing in experience content that doesn't necessarily have target search phrases or an end goal of ranking is a must.

Holts does a good job of showing experience and expertise through their content.

Holts - Staff reviews

Holts reviews the products they sell. They have information about their favorite cigars and strength preferences in their profiles.

There are links to related products in these product experience articles. They are difficult to fudge without the product experience.

If your product or service is in the YMYL space, you want to build as many trust signals as possible to make sure that your service is safe and trustworthy.

The UK's Optical Express has a comprehensive portfolio of surgeons and individual profiles for them.

  • The governing medical bodies they are registered with.
  • The number of procedures and surgeries they have completed.
  • Reviews from their patients (aggregated, video, and written).
  • Professional memberships.

Small or independent practice websites contain this content. It is impressive that it can be done at scale for a national provider.

Utilizing user- and staff-generated content at the product level

It's important to demonstrate experience at a brand level, but it's also important to show experience at a product level.

This can be done either by the website trying to sell the product or by user-generated content.

Amazon has been putting customer experiences on individual product pages regardless of whether they are positive or not for a long time. The customers questions and answers section is where they did this.

Amazon - Customer questions & answers

Videos and pictures can be included in the responses to help potential consumers better anticipate their experience using the product.

Sharing first-hand experiences is a signal of high page quality.

A lot of websites put product reviews on their pages to build trust. They have a chance to get review stars in the search results.

Creating unique, experience content at a product detail page is one of the ways to do this. There are two websites doing this well.

The card flavor text and details are used by mostPDPs. Adding unique content that shows product knowledge and is useful for users can be seen as a positive signal by the search engine.

CardKingdom - Pro Tip! content
An example of CardKingdom’s “Pro Tip!” content on product detail pages.

It can be used as a general page quality signal.

Developing ‘experience’ content

Many studies will be published in the coming weeks and months on how to create better experience signals in your content and improve page quality.

It is important to remember that the content is currently in the wild. There is an idea of how content can be found.

  • Portray a value proposition.
  • Demonstrate a beneficial purpose.
  • Have a sufficient “page quality” for the source type.

We aren't deviating too far from what we've already been doing when targeting E-A-T

We are adding more unique perspectives, opinions, and user experiences in order to make content more genuine.

The guest author's opinions are not necessarily those of the search engine. There are staff authors here.

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