8 Ecommerce Content Marketing and SEO Trends To Watch For in 2022
If you’re in the eCommerce business, you’re in a hot market.
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E-retail profits are set to soar to a whopping $6.4 trillion by 2024 — an increase of more than $2 trillion in just four years.
But being in the eCommerce industry alone doesn’t guarantee success.
To truly thrive, brands must continue to find new ways to build trust and connection with their customers. In other words, the backbone of eCommerce is long-term relationships.
It’s about that one customer who can’t wait to get all of their besties your skincare kit for Christmas or that group of customers who love your products so much that they wouldn’t dare say no to a solid rewards program.
But, how exactly can brands form those kinds of strong bonds with their customers? How can brands encourage customers to buy from them for life?
The answer is through strategic content marketing and SEO practices.
By capitalizing on content marketing and SEO trends, eCommerce brands can form deep connections with customers.
To give your eCommerce business a leg up, we’re sharing eight content marketing and SEO trends to look out for in 2022.
Let’s take a look.
1. Building trust with user reviews
Whether in the form of a video, article, or social media post, user reviews will continue to make waves in 2022. Brands will double up on user reviews to demonstrate transparency, authenticity, and expertise in hopes of building trust with their audiences.
Millennial customers are a major target here, with 41% claiming they find reviews to be the most important deciding factor when making a purchase.
In other words, including user reviews in your marketing strategy is an effective way to build trust.
For instance, SleepAdvisor.org provides unbiased expert reviews on various sleep products, including mattresses and the latest sleep tech. Ecommerce companies specializing in sleep products may find value in partnering with platforms like Sleep Advisor to drive readers to their products.
The same goes for all eCommerce niches. Just head to Google and type in “<your eCommerce niche here> + reviews” to get a list of high authority sites in your sector.
For instance, if you sell cookware and type in “cookware eCommerce reviews,” you’ll get the following results:
The top two results reveal high authority sites specializing in reviewing products in the cookware eCommerce sector.
If your business specializes in cookware, these two sites could be a major benefit to you. It’s as simple as reaching out and asking them to review your product.
Other effective ways to capitalize on user reviews include partnering with affiliate marketers or asking customers to write an honest review for your blog or email newsletter.
You can also post articles or videos reviewing a competitor’s products and then share why your product might be a better fit instead.
This aircraft interiors review is a great example of what we mean.
In this review, Southern Air Custom Interiors breaks down everything a reader needs to know about aircraft interiors. At the end of the review, they politely and respectfully suggest that their brand may be the best company to call for upgrading your cabin designs.
These examples are just scratching the surface. When it comes to sharing user reviews, look to your target customer. What types of review sites do they frequent most? What kinds of reviews do they digest most often?
Always consider your goals and target customers when capitalizing on user reviews.
2. Using lead attraction tactics and lead scoring strategies
Lead attraction and lead scoring will become pivotal in 2022 as more eCommerce brands pop up on the market.
Brands will need to design lead attraction tactics and lead scoring practices that best match their target customers to stand out from the crowd.
In case you haven’t heard of either of these, the terms are simpler than you might think.
Lead attraction tactics are methods used to attract potential customers to your brand. Examples might include freebies, downloadables, or giveaway entries. And lead scoring practices refer to how you rate or “score” prospects by their level of importance.
For instance, leads with characteristics that match your target customer would have a higher lead score. And prospects with fewer characteristics that match your target customer would have a lower lead score.
Honing in on the right lead scoring and lead attraction methods for your target customers will be of utmost importance in 2022. Bonus points for showcasing a unique value proposition, too.
3. Sharing customer-focused ultimate guides
Ultimate guides have become a huge hit, and their momentum isn’t slowing down anytime soon.
In fact, in 2022, ultimate guides will get bigger and better. We’re talking about robust guides that will teach customers anything they need to know about a particular topic.
Two main reasons. Ultimate guides cover a lot of ground that both customers and brands benefit from.
Customers benefit by having an influx of valuable information at their fingertips. And ecommerce brands benefit from having more SEO opportunities.
Ecommerce brands can also use ultimate guides to build their website’s authority score with Google, leading to higher rankings and increased website traffic.
4. Planning content according to the EAT principle
When it comes to content marketing, only the best content is acceptable.
To stand out from the hundreds of millions of blogs on the internet today, ecommerce brands in 2022 will pay special attention to the EAT principle.
The acronym EAT stands for Expertise, Authority, and Trust.
As Google continues to become more vigilant about which websites to reward, brands and creators must devise content marketing strategies in line with the EAT principle.
In other words, the more expertise, authority, and trust you show in your content, the better chance you have of ranking high on Google.
5. Getting creative with giveaways and contests
Piggybacking on our lead magnets section, getting creative with giveaways and contests will continue to be a priority for ecommerce brands.
Whether it’s celebrating National Donut Day with a free prize entry or starting a photography contest marketing your new photography presets, don’t forget to capitalize on giveaways and contests in 2022.
When planning out your giveaways and contests, look at the year ahead. Which holiday celebrations can you use to your advantage? Which seasonal sales can you use to your benefit?
Make a list like this one to brainstorm possible opportunities:
- End of Summer
- Beginning of Fall
- New product launch in the Spring
- National Coffee Day
- Mother’s Day
6. Capitalizing on video trends
Video continues to make waves in the content marketing world, with trends like TikTok videos and Instagram Reels stealing the show. Stories, live streams, product demonstrations, and vlogs will also remain highly popular.
Ecommerce brands can use this trend to their advantage by creating a video marketing strategy in line with their marketing efforts.
Like any marketing strategy, it’s important to consider your target customers, first. What kinds of videos do they consume? Do they watch product demonstrations on YouTube more than they do Netflix shows? If so, consider planning a series of product demonstration videos on your YouTube channel.
Do they consume Reels from morning until night? If so, consider coming up with an Instagram Reels strategy in line with your target customer’s Instagram activity.
7. Getting serious about user experience and user interface
Google’s algorithms will become more strict in 2022, with a major focus on user experience (UX) and user interface (UI).
While this may sound scary, the truth is that this is a game-changer in the SEO world.
By focusing on the core web vitals in the bullet list below, brands can please the Google gods and boost rankings:
- Security and SSL
- Page loading time
- Customer experience
- Maximum conversion rate optimization
8. Adopting SEO automation
Last but not least, keep an eye out for SEO automation in 2022.
While many SEO activities are currently performed manually, SEO automation will change that.
Robots and algorithms will get smarter in an effort to control repetitive activities.
Machine learning and AI techniques will continue to increase in use for keyword planning. And we’ll see more efficient code and website structure optimization.
Other SEO automation features include:
- Campaign management
- Accessible content
- Comprehensive Google support
- Data analysis
- Conclusion drawing
Making the most out of content marketing and SEO trends is a promising way to attract loyal ecommerce customers.
To recap, the eight content marketing and SEO practices to look out for in 2022 include:
- Building trust with user reviews
- Using lead attraction tactics and lead scoring strategies
- Sharing customer-focused ultimate guides
- Planning content according to the EAT
- Getting creative with giveaways and contests
- Capitalizing on video trends
- Getting serious about user experience and user interface
- Adopting SEO automation
Are you looking forward to trying out any of these trends? Leave a comment below to let us know how it goes!
Jeremy is Chief Marketing Officer at Wordable, a tool that helps you instantly export content from Google Docs to your CMS, formatting and all. He’s also a growth consultant at Codeless, a premium content marketing agency that works with the biggest brands on the internet. Just recently, he Co-Founded a new venture, uSERP, where he helps brands grow through digital PR and custom outreach. His expertise is consistently featured in Search Engine Journal, Entrepreneur, Foundr Magazine, and many more.