to show your expertise and purpose in ecommerce content

Your website should communicate your value proposition. However, your messaging must be refined at the URL level.

This usually means that you should target specific keywords or topics on your pages, and communicate your expertise and purpose clearly within your content.

Google’s recent inclusion of an additional E to E-A_T for “experience in its updated search quality ratingrs guidelines reinforces the importance of ensuring that your beneficial purpose is prominently in your main content. This is also a contributing factor to the indexing threshold.

How can you introduce “experience” content to your pages on a scale that doesn’t compromise your message or purpose?

This article will provide tips on how to incorporate ‘experience content’ for ecommerce sites. It also demonstrates expertise at the site or author level.

Determining page quality and beneficial purpose

Google summarizes beneficial purpose as the “overall intention of the page as determined by its creator.”

And this is how it works:

• What’s the purpose of this page?
• Does it have to be to sell a product?
• Does it provide information?
• Or to generate leads?

Google, on the other hand, defines page quality as “an overall evaluation of the elements that constitute a page, such as design, functionality, and content.”

It is crucial to decide:

• What page does it serve its purpose?
• Is it simple to use?
• Is the content accurate and relevant?

Ecommerce: Product experience and expertise

It is essential to distinguish your ecommerce website from generic affiliate sites and non-specialist retailers.

Ecommerce websites have always included company and product reviews in their content and templates to build trust and show their ability to deliver a high-quality service.

Search engines are increasingly looking for differentiation signals. This means that investing in “experience” content is essential, even if it doesn’t have specific search phrases or a goal to rank in SERPs.

Holts, for example, does a great job of showing experience and expertise at both the company and author levels through content.

Holts’ authors and staff review the products that they sell. You can also find information about their preferences for strength and favorite cigars on their profiles.

These product experience articles include good internal links to related products as well as product use cases (e.g. game nights). These articles are hard to falsify without product experience. They will be distinctive among your target customers.

You should also make sure that your product or service falls within the YMYL area. This will help consumers feel safe and secure.

Optical Express, a UK-based portal that lists individual profiles of surgeons and ophthalmologists is a great example.

• They are registered with the governing medical bodies.
• They have had many procedures and surgeries.
• Review from patients (written, video and aggregated).
• Memberships for professionals

These types of content are often found on independent websites. It is not common for it to be possible at scale for a national provider. This serves as a trust signal that cannot be faked.

Use user- and staff-generated content on the product level

These examples are excellent for demonstrating brand experience or domain experience, but it is also important to show product experience.

This can either be done by the website directly trying to sell the product, or via a collection user-generated content.

Amazon, for example, has done this for years. They place customer reviews on product pages regardless of whether they are positive or negative. This is done through the “Customers Questions & Answers” section.

These responses can include pictures and videos. This creates unique content that helps potential customers better predict their experience with the product.

Sharing first-hand experience is highlighted in the guidelines of search quality raters.

Many ecommerce websites already use this method by gathering product-specific reviews from users on pages to build trust. This, when combined with schema markup gives them the chance to earn review stars in SERPs.

You can also create experience content on the product detail page (PDP). TCG Player and CardKingdom are two websites that excel at this.

Most PDPs in this sector use card flavor text and other details. Google can view unique content that shows product knowledge (and is useful to users) as an additional positive signal.

This unique differenceiator can be used to signal the indexing threshold that a page is of high quality.

Develop ‘experience content’

In the coming weeks and months, many studies and information will be available on how to improve quality pages and create better experience signals in content.

It is important to keep in mind that Google has already been gathering data and setting benchmarks for “experience” content. This gives the search engine an idea of what content could be:

• Make a value proposition.
• Demonstrate a positive purpose
• Have sufficient page quality for the source type.

We’re not trying to reinvent the wheel, or stray too far from what’s been done when it comes to E-A-T.

We are actually adding more perspectives, opinions and user experiences to make content “genuine”. This is diluting marketing prose and keyword-driven content pieces with more human ideas.

The post Ecommerce Content: How to show beneficial purpose and expertise was first published on Search Engine land.