What is useful SEO content for e-commerce ? In depth guides have proven their might for e-commerce organic traffic generation.
They combine a great user experience (UX), rich keyword and solid length.
The best guides are well structured and designed, integrated with the e-commerce features and SUPER useful to the target buyer.
Guides can exist along the whole funnel but today we’re showing you middle of the funnel SEO guides.
Which online stores need SEO guides?
Any e-commerce with decent traffic might benefit from having well chosen contents and guides.
Ideal fit are for specific niches and complex topics and products.
Complexity creates opportunities because combining different items and gears is complex, so the retailer or DTC brand can provide a lot of value with the right advice and structured contents and guide.
Finally, when skills are necessary to get the product’s value and when skill-gear fit is important, your e-commerce SEO guides can make a huge difference in creating warm traffic.
Example of SEO Guides in Retail ecommerce
For a lot of those online retail verticals, unfortunately, news and affiliate websites (which might be the same nowaday) are still doing a much better job than e-commerce sites, although some retailers find their way in Google’s top 10 SERP.
Sometime, manufacturers also have the upper hand in creating the best content and guides.
Audio e-commerce : explain categories to beginners
Audio is complicated, you have to understand the different devices, how they interact, how to choose what you need and how to use them properly!
We found a few interesting guides but they are far from perfect from an SEO standpoint and currently affiliate and review websites as well as manufacturers are running the content game. Will the retailers catch up?
This audio devices retail store is writing guides and roundups for niche topics, like podcast mixers.
From beginner guide to budget audiophile playbook, this american electronics retailer went the extra mile when it comes to SEO guides for their shoppers.
This german retailer made huge technical SEO mistakes, but still offer cool info well connected to its category pages (product listings).
Technical in depth SEO guide about a fairly advanced topic from this US-based music and audio retailer.
Sports, Vehicles, Hobbyism
Flybubble – Paragliding
When you’re flying plastic bags in turbulent air you’d rather trust your kit. This paragliding equipment online retail store is writing well structured guides to help prospective buyers understand the market, the technology and map their options.
50 factory – mopeds and scooters
Tuning a moped or scooter or just maintaining it can result in a lot of possible combination between the different spare parts or upgrades. On top of that most people want to skip the garage but some operations might be quite technical. This European retailer is showing us what a proper tutorial looks like.
We also reviewed the car tuning niche but manufacturers are dominating this one, for example look at this beautiful guide from japanese company HKS https://www.hks-power.co.jp/en/tuning/p3.html
a big glossary for a very rich niche: https://hobbyking.com/en_us/blog/rc-glossary-for-beginners
and a lot of detailed tutorials to help you advance with your project: https://hobbyking.com/en_us/blog/cat/beginner/post/rc-plane-center-of-gravity-for-beginners
Examples of Guide-style SEO Content for DTC Brands
Nutrition – the infinite market
Nutrition is a never ending market with ever more DTC brands, influencers, affiliates, niche retailers, etc. Here we can see 2 guides on the same trendy nutrition topic of adaptogens, one from a huge multinational brand, the other one from a trendy DTC e-commerce.
Influencers and Youtubers are launching DTC brands en masse, especially in the health, fitness and nutrition niches.
Here you can see a classic and well executed SEO play from this famous yoga / pilates Youtuber.
The king of DTC nutrition ecommerce brands has a few very strong guides, some of them SEO oriented. Check out the master:
Gears and electronics – Skills to sell online
Electronics is a promising vertical we’ll explore more
DJI – become professional with their advice
DJI helps you use their product better or dream about how you might use the products with those aerial shooting advice and explanations: https://store.dji.com/guides/12-drone-movements
They also help you understand the legal implication of using their products on various countries with those very well organized flying rules guides: https://www.dji.com/flyingtips
SEO Guides in B2B / SAAS
we also collected a few non-ecommerce guide so you get inspiration from other industries
this very niche, enterprise level software company has built a few huge guides to educate their target buyers and sponsors and rank well for plenty of specific keywords.
Web hosting is a competitive business with a very wide ranging audience from amateur and solopreneurs to enterprise / fortune 500. Kinsta is building a large amount of exhaustive guides to rank on any good search queries related directly or indirectly to their industry.