Your website should communicate your unique value proposition. However, your messaging must be refined at the URL level.
It is important to target specific keywords or topics in your pages, and communicate your knowledge and purpose clearly within your content.
Google’s recent ” in its updated search quality ratingrs guidelines reinforces the importance of ensuring that your benefit is clearly stated in your content. This is also a contributing factor in the indexing quality 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 websites and demonstrate expertise at the site or author level.
Determining page quality and beneficial purpose
Google summarizes beneficial purpose by saying that it is “the overall intent of the page as defined by its creator.”
And this is how it works:
- Is it for a specific purpose?
- Does it have to be to sell a product?
- Does it provide information?
- Oder is it to create leads?
Google, on the other hand, defines page quality as “an overall evaluation of all elements that make up the page, including content, design, functionality and user experience.”
It is crucial to decide:
- What page does it serve its purpose well?
- Are you able to use it?
- Are the contents accurate and relevant?
Ecommerce: Product experience and expertise
It is essential to distinguish your website from other non-specialized retailers or generic affiliate sites that make quick buck.
Ecommerce sites have always included company and product reviews in their templates and content to build trust and show their ability to deliver quality services.
Search engines increasingly look for differentiation signals. This means that investing in “experience” content is essential, even if it doesn’t have specific search terms or a goal to rank in the SERPs.
Holts, for example, does an excellent job of showing experience and knowledge at both the company level and that of authors through his content.
Holts staff members and writers review products that they sell. You can also find information on them, including their preferences for strength and favorite cigars.
The product experience articles have good internal links that link to similar products or product use cases, such as 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 there are as many trust signals available as possible for your product/service if it is located in the . This will ensure that you service is trustworthy and safe, as well as not negatively impact consumers.
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 body.
- They have had many procedures.
- Review from patients, written, or video.
- Memberships for professionals
These types of content are often found on independent websites. It is impressive that it can be achieved at scale by a national provider. This serves again as an unmistakable trust signal.
Use user- and staff-generated content on the product level
These examples are excellent for demonstrating brand experience or domain experience, but experience can also be valuable at product level.
You can either direct your efforts to sell products or collect user-generated content.
Amazon, for example, has done this over the years. They place customer reviews on product pages regardless of whether they’re positive or negative. This is done through the “Customers Questions & Answers” section.
These responses can be video or photo and create unique content that helps potential customers better predict their experiences with the product.
Sharing firsthand experience is highlighted in the guidelines of search quality raters.
Many ecommerce sites already use this method by gathering product-specific reviews from users on pages in order to increase 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 industry use card flavors text and other details. Google can view unique content, which demonstrates product knowledge and is useful to users, as an added positive signal.
This distinctive differentiator is also useful for determining the indexing threshold.
Develop ‘experience content’
In the weeks and months ahead, many studies and information will be available on ways to improve quality pages and create experience signals within your content (or for your source type).
It is worth noting that Google already collects data and has established benchmarks for “experience” content. This gives the search engine an indication of what content could be:
- Make a value-proposition.
- Demonstrate that you have a positive purpose.
- That the page quality is sufficient for your source type.
We’re not trying to reinvent the wheel, or stray too far away from what’s been done when it comes to E-A-T.
We are actually adding new perspectives and opinions to content. This makes it more authentic and less keyword-driven.
These opinions are not necessarily those of Search Engine Land, but they do reflect the views of the guest author. Here are the names of staff authors.
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