Organic traffic is unlike any other source of marketing traffic. Each visitor to the site is free and each free session is a potential sale. Unlike paid search or social media campaigns, organic users incur no immediate marketing costs. However, more often than not, many online retailers find themselves caught in a pattern of waiting for the growth of ecommerce SEO. They don't know how to create landing pages that attract high quality traffic and perform well in searches. Unlike paid traffic, increasing your visibility organically isn't as easy as increasing your ad budget.
If you feel like you're hitting a wall for the types of effective ecommerce SEO you can build, we're here to help. Follow this guide of 20 tips to help you increase your site's ranking potential. This should give you a baseline to review your site and identify where to focus your efforts this year and beyond.
One way to attract new customers and increase your visibility is to provide unique, informative content on your product pages. If you have hundreds of product pages, you might have the bandwidth to constantly create new content. One option for developing a constant stream of new content is to offer product recommendations and reviews. Your customers submit reviews and serve as salespeople to convince others to convert. Almost 90% of customers trust online reviews as much as personal recommendations from friends or family, which means that a few reviews can greatly improve your conversion rate. Highlighting these reviews on your site is great for users but also great for your ecommerce SEO efforts.
This is the crucial first step in improving your organic search rankings. We perform keyword research to discover the most searched keywords and terms related to specific industries. You can use this information to understand search queries and include popular keywords in your e-commerce website. As a result, your optimized content will reach more people.
An H1 headline is the highest priority content on a website page. Therefore, be sure to optimize the H1 on every page of your website so that each one is unique about the page. We recommend that you use keywords in H1, H2 and a few times in the body of a page. Keywords in headers beyond are unnecessary and can actually hurt your rankings. So remember not to overuse keywords because you want your content to remain readable.
The meta description appears directly below a page title in the SERPs. Google doesn’t read what you write in the meta description, but your customers do. In addition to the title and the URL, it’s the only information they have on your site before they decide whether or not you get their click.
Speaking of duplicate content, you want to make sure there is only one copy of any given page on your domain. Unfortunately, it’s not uncommon for companies, even large ones, to have their entire website duplicated. This is usually happening when a site has an active “www” and “non-www version,” like a page that starts with “http”.When you have multiple duplicated sites, your pages compete against each other in search, and competitors with only one page for a given product will outrank you. Duplicate pages often occur when subdomains aren’t blocked by Robots.txt files. Search engine crawlers find the duplicate pages and split equity between in the rankings. Instead of one page getting 100% of the value, two pages get 50%.
On category pages with thousands of products, the last thing you want is to force users to load everything at once and then scroll through the listings until they find what they want. Most ecommerce websites solve this problem by breaking the category down into easy-to-digest pages with only part of the listings, usually 25-50 items per page. While this is great for the customer experience, it can negatively impact your ecommerce SEO because Google doesn't know which category page to display for users in search results. Adding SEO pagination elements with the "rel = next" and "rel = prev" tags tells Google and other search engines how pages relate to each other.
Schematic markup is one of the most effective, but underused, tools for SEO ecommerce. These little code snippets improve your results by placing star ratings and price tags directly in Google search results. While schematic data isn't a direct ranking factor, these visually pleasing additions provide context to potential customers and can increase your click-through rate.
Speed is a ranking factor in Google's mobile search results. In addition to having an impact on your e-commerce SEO, site speed has a significant effect on user experience. An average increase in your mobile site speed of one second can increase your bounce rate by 8.3%, decrease your conversion rate by 3.5%, and decrease your pageviews by 9.4%. Google's best practices say that a page should load in less than four seconds, and the faster your site gets, the better. SEO experts need to quickly identify and fix anything that is slowing down your page speed.
Ecommerce sites have some of the most complicated and longest URLs you can find online. The bigger the store, the worse it gets, as the inclusion of parameters from search and navigation systems can add millions of unique URLs based on click paths. It is not uncommon to see large retailers with up to 1000 URL variations for a single product. Thanks to the search function, this result is often unavoidable because the last thing you want to do is prevent your customer from finding the products they are looking for.
Social media interactions help boost brand research, increase visibility, and help businesses develop an active fan community online. While there is no direct correlation between social media and ecommerce SEO, social media can be a powerful traffic driver that steers social bots towards the health and value of your website.
One of the biggest opportunities in ecommerce SEO is with long tail keywords. These search queries are typically four words or more and do not have a high search volume. What they lack in volume, they make up for in revenue, as these terms usually have a higher conversion rate, as the customers who use them are usually closer to making a purchase.
Targeting long tail keywords correctly often requires creating content deep within your site structure. While these pages may have the exact answers your customers are looking for, Google needs to find and crawl them to place a value on the search results. One way to take advantage of long tail search terms is to use dynamic sitemaps. Dynamic sitemaps are automatically generated XML files that describe all of your website URLs in a format that makes it easy for Google to do so.
Do you have physical stores as well as an e-commerce presence? Building local pages can lead to substantial e-commerce SEO improvements on local branded and non-branded traffic. Local results are displayed when a user who is geographically close to your store searches for the products or services you offer.
Voice search using personal assistants like Siri, Cortana, and Alexa is on the rise. Some estimate that 50% of all searches will come from voice search by 2020. About 13% of all homes had a speakerphone in 2017, a number that is expected to rise to 55% by 2022. It is now time to start targeting voice search queries. Consider developing an answer section of your site, such as an FAQ page, to answer questions. You can also use schema markup to list responses directly on your product pages.
Errors such as "Error 404 - Page Not Found" create a clearly negative user experience. 404 errors occur when you edit your permalink, remove content from your website, or when your website links to another website with a misspelled / incorrect link. To resolve a 404 error on your website, use a 301 redirect. In most cases, a 301 redirect is the best method to implement redirects on your website. If a user enters your website's old URL, for example, a 301 redirect will automatically redirect them to your website's new URL. Make sure to move the website permanently so that there is no problem with the link later.
It's impossible for one person to do it all, and ecommerce SEO is more complex because you have to consider product pages, landing pages, and content pages. Our team will conduct a full SEO audit to find out what you are doing right and what you need to improve. If this list seems overwhelming, contact us today. We can also set up a free consultation to discuss your ecommerce SEO opportunities and concerns.
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