Successful eCommerce websites are those which explore every possible way to educate their customer (or potential customer) at every point in their journey, from query to purchase. Once this concept is fully realized, it becomes quite clear that an eCommerce website?s content strategy must expand beyond the basic structure of the homepage, category pages, product pages and utility pages (contact, return policy, etc.).

The expansion of content strategy is not only beneficial for overall customer nurturing, but it also widens the possibilities with SEO?from keyword research to content creation, to content marketing and link building. By understanding the true intent behind keywords, online marketers can understand the different needs between potential customers, and produce the type of content that will most likely convert into an action (purchase, newsletter sign up, etc.)