Many similarities can be drawn between fast-moving consumer goods (FMCG) websites in the U.K. and Germany. While e-commerce isn’t their raison d’être, these sites are very effective at educating consumers, answering their increasingly searched “how-to” questions and serving as content hubs.

With educational keyword search volumes growing, brands tracked in Gartner L2’s report on the topic are acting accordingly to capture this traffic. Almost all brands in the U.K. have boosted the amount of content on their sites over the past year, with those in the home care category witnessing the greatest uplift. Not only does this benefit their search engine optimization (SEO) efforts, but it also drives shoppers further down the purchase funnel, whether online or offline.

However, there are fewer handoffs to e-tailers in Germany, and outgoing traffic from brands in the U.K is marginal. This further supports the need for brands in both countries to focus their efforts on creating content that will resonate with site users.

Shoppers are increasingly bombarded with content, both online and offline, and brands must ensure that their site content is easy to find along shoppers’ natural navigation paths. Furthermore, brands should disseminate site content through other digital channels to gain the maximum value from their investments

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