In the field of e-commerce, content is critical for helping online retailers connect with their audience and supply information to search engines. WordLift embraced this ideology by pioneering a path in digital marketing through its work for Glasses.com, an online eyewear retailer. The main objective was to increase sales by using SEO and bringing users value. To do this, WordLift implemented a series of activities to improve the content organization and accessibility of the site.
All of WordLift’s projects commence with the creation of a knowledge graph. In this case, a product knowledge graph, enriched with structured data from Glasses.com, was developed. The graph was used for dynamic internal linking, enhancing site navigation, and the generation of FAQs using AI to address customer inquiries directly. WordLift focused on creating high-quality content that grabbed attention, engaged users, and improved traffic.
WordLift built a product knowledge graph for Glasses.com, which led to a significant increase in clicks on product pages by around 26.3% between May and September 2021 compared to the same period in 2020. Pages with WordLift markup also experienced a 4.68% net gain in average clicks and a 34.16% rise in year-over-year orders compared to pages without it.
WordLift also improved SEO through dynamic internal linking and category pages that boosted user experience and website crawlability. Upon adding targeted links to a group of pages, there was a drop in the number of searches per page, demonstrating the alignment between the content and users’ interests.
Using AI to structure content in a Q&A format improves visibility and SEO since it aligns with natural language queries used in voice and mobile searches. This format enables the creation of rich snippets in SERPs, increasing the click-through rates. WordLift posted at least three Q&As on category pages since October 2021, which brought in more website clicks.
The collaboration between Glasses.com and WordLift brought progress in e-commerce content creation by integrating AI solutions, such as a product knowledge graph, dynamic internal links, and AI-generated FAQs. This led to significant improvements in user interaction and navigation due to more precise product information and intuitive navigation.
