SEO: Excellent Content Moves Shoppers through the Funnel

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Informational content such as buyers’ guides and how-to instructions can lure shoppers to your site while they’re in research mode. There, they could complete an action that delivers immediate or future value to your business. Examples include signing up for a newsletter, requesting more info, or the ultimate goal: purchasing a product.
Ecommerce marketers tend to downplay the role of search engine optimization in shoppers’ purchase journeys. However, excellent, optimized content can benefit your business in the following six ways.
6 Benefits of Excellent Content
Traffic. Getting shoppers to your site is the first step to a lifetime customer. Organic search tends to drive from 15 to 75 percent of ecommerce sites’ traffic, depending on the strength of other marketing channels. And strong informational content can generate more traffic than a home page and top-level category pages.
Some of that traffic is likely from visitors unfamiliar with your brand and just entering the funnel. Others are shoppers who are aware of your company and want to learn more or consummate a purchase.
Increasing traffic often depends on reaching new audiences. That’s where excellent content is especially helpful. Align that content with your prospects’ interests — based on the keywords they use to …

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