eCommerce is one of the quickest developing fields around the world. Day by day, we see new e-stores while traditional trade slowly switches to online opportunities. Nowadays, online shopping doesn’t mean only hunting for better offers. It’s much more and eCommerce owners reach for search engine optimization in order to convert better. Let’s explore 5 key factors they should remember about!
Along with economical changes, our buying habits start to develop. A quick life pace with less and less free time to spend meant that we even do grocery shopping online. According to the surveys, in 2019 about 62% of the internet users were using online shopping to get what they needed. The numbers speak for themselves and it contributes to dense competition in the eCommerce sector as more and more entrepreneurs decide to give it a try.
An Idea for eCommerce is not enough
Starting an online business might seem a guaranteed success for some. Many think that what determines the prosperity of eCommerce is a properly planned business plan including the range of products, eCommerce design, nice margin, and handling shipment matters. However, often it’s how the shop is performing in the e-space that can really bring you profits.
Appearing at the top of the Google search result pages can significantly improve the whole performance of an online store, but to get there is a whole other story. It’s not easy, but most importantly it takes time. Don’t worry, today you’ll learn SEO Optimization techniques to get Google to love your eCommerce site.
1. Choose the right keywords
Choosing correct keyword phrases is the very first step to optimize your website for better web performance. With keywords, you will adjust the whole content on your site, so that when entered in the search engine they guide potential clients back to you. In the case of eCommerce business, it’s extremely important to get the phrases as specific as possible, so that clients can easily find exactly what they look for in your shop.
So, how be precise with your keywords? At this point, it’s worth getting familiar with the options you have. You can go with general phrases or long-tail keywords. Let’s see some examples.
General keyword: TV
It’s a very popular word, often searched by users (has a large search volume). The competition around this keyword is extremely strong (many other websites will be displayed after “TV” query) and it’s really hard to get to the top of search results with your website in this case. In addition, such a query is more often used by people doing the research on their purchase possibilities rather than by those who want to buy the product.
Long-tail, detailed keyword: LG TV 32 inches
The specific phrase is entered much less frequently in the search engine than a general one and is far less competitive. That means that with such a keyword it’s easier to get higher in Google ranking than it would be with the general one.
More precise keywords also provide a better conversion rate – more often they lead to the purchase in an online store. It’s because such queries are usually used by those who look for a very specific product or service, hence they’re probably closer to making the final purchase decision. As there are many different customers’ motivations for buying your products, at this point you can initially evaluate the chances to make a deal.
Choosing long-tail keywords is, given the above, the best decision for your eCommerce. This way you’ll rank better and increase your conversion. Simultaneously, it will support your ranking for the general phrases. While looking for the perfect keywords for your industry, you can use tools like Google Keyword Planner, SEOasaService, SEMstorm, or e.g., Senuto.
2. Write and optimize your content
Content is still a King, that goes without saying. High-quality texts are the base for a good website. However, nowadays you should pay attention to the Content’s Queen – a Context.
The first rule when creating content for an eCommerce website is a total ban for copying. Do not use producers’ product descriptions and don’t use the same pieces within your site (even if you created it yourself). Content duplication is a huge no for the website’s ranking and can affect the indexing – Google will start displaying only on a subpage with the particular content.
The second rule is using keywords in your content. At this point, however, it’s easy to overact. Remember that your main goal is to write for the reader, so don’t go for keyword stuffing, Otherwise not only your text won’t be understandable but also Google crawlers will punish you with a lower ranking.
Then, when having a beautiful piece of content prepared – optimize it for the keyword phrases. Put them in <strong></strong> or <em></em> tags and try to naturally use them in headers.
3. Take care of Title and Meta Description
Each subpage of your online store has its own title and meta description. These are the elements included in the HTML code and become visible in the search results.
The tile affects the positioning, so make sure it includes a keyword for the particular page. It’s best if the phrase is placed at the very beginning of the title. Also, here’s a pro tip: at the end of the title put your store name.
The meta description does not play a role in the SEO process, but it can significantly help to increase the CTR – a click-through rate. It means that the number of times users click in the search result and visit your site depends on this very description. To make the meta description efficient try to inform users what they will find on your site.
4. Link to your e-business
Links are very important in the SEO process. They’re creating a network of referrals leading to your website and, as a result, build your eCommerce authority. The more strong, high-quality links lead to your site, the better Google will see it. Generally speaking, the point is to go with the flow of referral marketing and interest new audiences with your site.
It’s worth mentioning that the links should be thematically related to your website and obtained from a trusted source (otherwise, the links may be treated as SPAM and works to the detriment of your SEO). Note that, the most popular link sources are social media, forums, industry catalogs, or sponsored articles.
Pro tip: Link building activity can increase your web traffic from the referral channel, so put your links in places where you can reach your potential customers.
5. Monitor your website
When it comes to the SEO process, there’s not a thing that couldn’t be measured and wouldn’t be worth doing so. It gives you the opportunity to track the results on a daily basis and react to even the smallest changes in your eCommerce performance. Sounds good, right? So, to keep an eye on your website the first step is to implement monitoring tools: Google Analytics and Google Search Console.
Even if you’re only beginning the journey with your own online store and there’s more than a chance that the tools won’t show much data it’s worth following the site’s performance and its users from day one. Such historical data will be a great base for further analysis and creating a strategy for eCommerce.
Google Search Console is a tool that will help you see how your website looks in the search results. You’ll not only learn how users see you after entering a query in Google but also learn what subpages are displayed on particular keywords, how often they are being displayed, and how often users click on your website.
Google Analytics will tell you everything you want to know about users who made it to your shop. You’ll see how they got to the website and will be able to analyze different sources of traffic like social media or direct visits. Google Analytics allows you to see what subpages perform well and at which ones users decide to leave your website. Also, you’ll learn where they make a purchase. Speaking generally, you’ll be able to take a closer look at your target group.
Take home message
Supporting your eCommerce business with the SEO process is a must if you want to get your conversion rate on a higher level. An interesting offer and great design won’t make your store become visible on the web and for potential customers. Being displayed at the top of the search results will do the work.
Creating an efficient SEO strategy can be tricky, but if you keep in mind the base elements such as choosing the right keywords, optimizing and creating proper content, link building activities, and tracking the website’s results you’ll soon start to see it’s worth it. While some prefer to work with the website on their own, some will reach an SEO agency for help. One thing is clear – in both cases working around areas that you learned about in the article will get you an increase in traffic and conversion!
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Guest Post by Matt Calik
Author: Matt Calik – Head of SEO/ SEM at Delante and technical SEO expert, experienced in creating processes based on agile methodologies. Handles international SEO strategies. For over 12 years he has used his strong analytical approach in online marketing activity. Previously associated with IT, motorsport, tobacco, and financial markets.