Automated content for online retailers: Is it part of your E-Commerce SEO strategy?

September 20, 2016 Keelin McDonell

e-commerce seo strategy

Imagine you had access to an army of thousands, even millions, of amazing writers, working around the clock to refresh and enhance content on your e-commerce site. Gone would be the resource constraints and logistical headaches of delivering an amazing e-commerce SEO strategy. Content tailored to your site would refresh itself quickly and seamlessly while you focus on other high-value business tasks.

Sound like a dream? Hardly. There now exists technologies like advanced natural language generation (Advanced NLG) that enable automated content and deliver this kind of value to many online retailers. The benefits of integrating automated content within your e-commerce SEO strategy comes down to three main factors.

1) Consistent Quality Tailored to Your E-Commerce SEO Strategy

Let’s face it: training an editorial team is tough. Most writers work remotely and on an assignment basis, making onboarding an ongoing hassle for most content managers. On top of that, there is the secondary challenge of keeping these far-flung workers on the same page as your evolving e-commerce SEO strategy. Quality often suffers as you scramble to replace and retrain writers, not to mention the creeping increase of good old human error.

But with automated content, training is easy. Our advanced NLG platform, Quill, needs only basic guidance to produce high-quality, bespoke content at a massive scale, without exception.

Guidelines to answer questions such as, “What kind of tone should your content have?”, “What kinds of keywords do you like to incorporate?”, “What audience are you trying to reach?” Once you answer these simple questions, Quill is well on its way to being able to write about any SKU in your inventory.

2) Scale and Speed

Even content managers with unlimited budget will understand that human beings can only work so fast. Incorporating a new keyword strategy across thousands of SKUs can take many months of requirements gathering, writing, and QA, for example. But with automated content, you can start producing massive amounts of content within hours of devising a new strategy.

Automated content also allows you to respond to the changing SEO landscape at the speed of search engines themselves. Content tweaks can be made easily across a massive number of pages, allowing your SEO team to experiment with different strategies and content styles.

As top content strategist Ann Rockley said, “[t]he future of content creation lies with intelligent content…[it’s the only way] to meet the ever-changing content needs of your customers and the proliferation of channels and devices they use to consume it.”

3) Set it and (Mostly) Forget It

In the absence of automation, almost any kind of content creation process will require plenty of time and attention from SEO and content managers. From budgeting to scheduling, these tasks take an enormous amount of resources that could be better invested elsewhere. Automated content allows your team to focus on top strategic priorities for your e-commerce SEO while software takes care of the tactical piece in the background.

If you want to retain your edge in the competitive landscape of online retail, make sure you make automated content a part of your e-commerce SEO strategy today.


Want to learn more? Don’t miss our upcoming webinar on October 4th, 2016:
A Retailer's Guide to Increasing Web Traffic & Conversions >>

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