Top SEO Ecommerce Copywriting Mistakes To Avoid

When it comes to growing and maintaining an ecommerce site, the right type, amount, and quality of site content matters.

There are many different articles out there that are focused on telling people what to do when it comes to SEO copywriting for ecommerce, (I even wrote a post about improving your ecommerce writing back in January) I thought I’d take a slightly different approach and focus instead on what not to do.


The success of your online store depends on many factors, including content

Keyword Stuffing

When I first began learning about SEO and SEO copywriting, I was actually encouraged to overuse keywords by some of my employers. Keep in mind, they weren’t trying to do anything black hat; SEO was a novelty to them, and they reasoned that if mentioning a search term once or twice in an article or web content page was good, mentioning it six or seven or forty times must be even better.

Sad but true, stuffing will just make your site look like spam to search engines and visitors, and can even hurt your rankings. Most experts agree that the correct density to shoot for is between 1 and 3 percent. More, and you risk overuse, less and you risk the possibility of not ranking well in the search engines.

Bottom Line:

Don’t fill your copy with so many keywords that it looks like cluttered, jumbled, spammy content.


Keyword overuse makes your site look untrustworthy and your copy confusing

Poor Keyword Placement

Many people make the mistake of focusing so intently on the right keywords that they don’t stop to think about the impact that proper placement can have.  One important thing that I was told early on is that Google and other search engines give special priority to certain content areas on a page, including:

  • Title
  • Headings
  • Contextual (within the text) links

Bottom Line:

Don’t forget to make sure that your chosen search terms appear in these content areas whenever possible.

Lack Of Focus

The copy on your site should sell your products and services, but it also needs to provide the reader with useful information and convince them that you are legitimate and trustworthy.  Make sure that your About Us page is filled with useful information about your business, and if possible, include information about the history of your company and the people who helped start it.

Lack of focus can also result in content that doesn’t “flow” the way that it should. Have you ever tried to do four things at once? Most people will claim that they can, but the truth is, most of us have trouble doing this effectively.  Content without focus reads like someone trying to do four things at once—putting info about shipping and return policies on product pages, including information about hats on a page that is supposed to be about t-shirts, etc.

Bottom Line:

Don’t write web content without a website content plan or outline to guide you.

Planning Paper
Plan your content strategy ahead of time

Copying

While debates about the “best” SEO methods will probably be a part of the Internet marketing world until the end of time, there are a few things that everyone agrees on, and one of them is that copying someone else’s content is a bad thing.

For one thing, you’ll eventually be caught. Sites like Copyscape exist for the sole purpose of helping site owners protect their content and find out when they have been copied.

If this isn’t enough to discourage you, keep in mind that duplicate content is one of the most common reasons that websites lose rankings, and/or can’t rank despite best SEO efforts.

Copying someone else’s content isn’t the only thing to watch out for. In the past, I’ve worked with franchise owners that set up websites (usually provided by the main corporation) and used the same content that other related franchise sites around the country used, not realizing that in the eyes of Google and other search engines, this constituted duplicate content.

Bottom Line

Don’t copy content found on other sites, whether they belong to you or someone else.  If necessary, hire someone to edit your content to make sure that it is unique and original.

Copy Machine
Copying content can create serious problems