E-commerce sites can be particularly challenging for search-engine optimization (SEO) because they tend to lack unique, relevant content.

Most e-commerce websites contain mostly navigational pages (with little content) and product pages (with mostly duplicate content).

The challenge is easily (though not necessarily quickly) overcome, however, with a simple content strategy.

This article outlines five content techniques that I have used successfully on various e-commerce websites. Some of those techniques will be better suited than others to certain types of e-commerce websites. Accordingly, you might use just one or more of them on your own website, as appropriate.

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"Every brand wants a cadre of evangelists who can help sway millions of readers with product reviews, blog posts, videos, tweets, etc.," write the Ivy Worldwide team in an article at MarketingProfs, "but the only way to do that is to allow influencers to make up their own minds, post about what they believe, and adopt your message as their own."

According to Ivy Worldwide, the best way to attract positive blogger buzz—and fuel search engine rankings—is by putting principles like these into action:

Use the least effort for greatest efficiency. Engage influencers who have established networks and strong momentum to carry your message for you.

Create mutually beneficial relationships. Design programs that benefit those who promote your product or service.

Treat influencers like the partners they are. Build personal relationships that go beyond just touching base with influencers when you want them to do something for you.

The move from traditional marketing to social media forces marketers outside their comfort zones, but it's a tradeoff that comes with tangible benefits that anyone can appreciate. "By approaching influencers as friends who can help you instead of as targets you intend to exploit," note the Ivy Worldwide partners, "you can tap into their influence in a way that delivers maximum results for all with minimum effort."

The Po!nt: Open up and partner up. By strategically surrendering control of your message to enthusiastic influencers, you can reap an array of benefits when potential customers research your product or service.