Do you have an e-commerce site, have you started it
for some time and do you feel you don't have enough feedback in terms of sales?
Don't you see a growth in site visits?
Are you sure you're competitive in price, quality
and shipping and don't understand why sales don't take off?
You have two
ways to grow your online e-commerce.
One, faster, is the way of paid web marketing
campaigns. Do you need one? Contact SEONYC.
The other path, longer and more tortuous, is to
improve the SEO of your e-commerce. It is a way that you will still need for
web marketing campaigns, as a good optimization brings remarkable results over
time and never has contraindications.
A seo-free e-commerce site is missing visits and clicks
and this is reflected in online sales.
It is important to immediately plan a strong SEO
strategy, to achieve those sales objectives that are set when publishing an
e-commerce site.
First step:
choosing the most relevant keywords, titles and descriptions
The most
important step. You have an e-commerce and you need to know how your products
are searched. Inserting products with unreliable and accurate titles and
descriptions risks making you miss visits and sales.
How do you
know if the keywords you have disseminated on your product pages are good?
There are many free and paid tools to get research
information.
We suggest keeping in mind keywords that are highly
relevant to your brand or products and that have an exact search volume in the
Google Ads Keyword tool, a free Google tool.
Be careful not to choose keywords that are too
common or too competitive. You can run the risk of getting a high bounce rate
because users click and don't find exactly what they're looking for.
Be careful not to focus exclusively on keywords
with a high level of competitiveness, because you risk being dominated by the
big players.
Second step:
a blog for different keywords for inbound linking
Creating blog content can help your e-commerce
ranking, especially for additional keywords that do not find space for one
reason or another in your site.
In addition, with a blog you can create long-tail
keywords that can be used to capture very specific users. Another positive
aspect of writing specific articles is inbound linking, i.e. those activities
of linking to your site that are highly appreciated by search engines such as
Google because they help strengthen the credibility of the site.
Avoid cannibalizing keywords. Use them only if
necessary and sparingly.
You don't know how to do it? Request a consultation
from SEONYC.
Third step:
analyze the competitors
After you've researched your keywords and maybe
started a blog with interesting content to guide other keywords that you find
interesting for your business, it's time to look at what the competition is
doing.
Make a list of your competitors and analyze them
according to your keywords.
Again there are free or paid tools that come to
you.
After measuring them by keywords, you need to
understand where they get inbound links from. Inbound links are important
elements of optimization of an e-commerce site.
Also for this there are free and paid tools that
make you do the dirty work.
Alternatively, request a consultation from SEONYC.
Does this also have to do with the architecture of
their e-commerce?
The answer is yes. E-commerce stores should focus
primarily on:
·
Popular products in a specific category
·
Related products
·
Top of the range products
·
Recently viewed products
Once you have an idea of how your competitors are
moving, you can decide whether to follow their own path or whether to go on a
completely different path.
Fourth step:
identify navigation and architecture problems and solve them
After researching the most suitable keywords and
analyzing the competition, it is time to go into more technical issues.
It is not enough to have the most relevant
keywords, titles and descriptions, nor to have used terms that currently reward
competitors.
E-commerce site problems must be identified with
specific auditing activities, i.e. analysis and troubleshooting.
Again there are free, freeware or paid tools to
scan your site for weaknesses on links, images, CSS, scripts and apps from an
SEO perspective.
What are the
typical errors to be corrected quickly?
·
redirect of each 404 page to current content or
at least to the home page
·
revision of pages with duplicate content, meta
title and meta description
·
change of 302 redirects to 301
Do you need help? ask SEO advice to Abdul Rimaaz
And does the speed of the e-commerce site count?
Certainly.
Users won't stay long on your site, especially if
it's a slow site to load. At the first slowdown they will return to Google to
find a faster site, which will almost certainly be a direct competitor.
Attention because it is an aspect to be absolutely
taken into consideration. About half of users, according to a recent Google
search, leave the site if it takes longer than 3 seconds to load.
If you need to test the speed of your site, we
suggest a free tool called Pingdom.
If you find yourself being too slow, we suggest
increasing the speed by buying more space on the server, or by using a
different CMS, reducing the size of the files and images.
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Post: Ranking websites on Google: SEO positioning
factors
Fifth step:
optimize the internal pages
You have chosen the most relevant keywords, you
have curated external content through a blog to insert other interesting
keywords for your business, you have analyzed your competitors, identifying new
keywords or concepts and areas of the site to give priority to.
Finally you identified navigation problems and
solved them.
It should be enough?
No, now it's the turn of internal page
optimization?
There are some optimization areas to consider.
They typically concern:
·
keyword optimization
·
the structure of the site
·
internal linking
·
usability
·
the mobile version of the site
·
user reviews
·
rich snippets
·
integration with social media
Do not neglect these aspects because they are the
daily bread to improve the seo of your e-commerce site.
What do we mean by keyword optimization ? We intend
to ensure that the keywords are positioned in the most strategic positions such
as:
Titles, Header, Subheader, Paragraph, Product
description, image file names, image alt tag names, meta title and meta
description. Finally url. Use real word on url and not strange numbers or
codes.
Remember that title and meta description don't have
to be a list of keywords. They must be read as an advertisement.
The structure of the site can have a big impact on
usability, rankings and conversions. We suggest thinking about the internal
architecture of the site in order to have all the elements in place. A suggested
tool is Ludidchart.
The internal linking allows you to set your anchor
text (anchor text) that will help you position yourself for your most effective
keywords.
Place anchor text naturally because Google and all
other search engines notice it immediately and can penalize you.
Update your sitemap to allow Google to crawl and
index quickly.
Usability is very important for SEO and helps
repeat purchase, which is one of your biggest goals.
Remember to do continuous tests, especially on the
checkout process.
A live chat widget can be useful for your ecommerce
site and has no negative impact on SEO. Indeed it improves it because it allows
the user to listen and increases the average time spent on the site per person,
another aspect not to be forgotten.
The mobile version of the site is more than
fundamental. You will notice that you will receive more mobile visits to your
e-commerce site than from desktop or tablet.
The mobile version must be accurate and easy to
navigate. Responsive site design without creating multiple sites.
Related
Post: 3
good tips for becoming a good web marketing manager
Have you checked your mobile version? Do it with a
consultation with SEONYC.
The customer reviews are a key step. You can also
increase the conversion rate by 80% by adding product reviews to your online
store.
User reviews not only increase conversions, but
also have a positive impact on your SEO, as the equation more reviews equals
more content is always true, and it is new content, extremely palatable for
Google and the search engines.
Rich Snippets are the additional snippets that
enrich the search result of your e-commerce site. They can be starlets of
reviews or prices or other interesting elements.
If we think about the impact on the percentage of
bounce and time spent on the site that can be obtained by showing the rich snippet
of the price of the article on the search engine, we understand that it is a
very powerful weapon to improve the seo of the site and -commerce.
In fact, the more rich snippets we have, the less
users will bounce and leave the pages and the more they will remain on the
site.
If then we accompany the prices with the reviews
visible immediately from the search page before even entering the site we have
the real possibility of capturing a user very interested in the purchase.
How do you activate rich snippets? Through the micro
data provided by Schema.org to be implemented on the e-commerce site.
Integration with social media is a factor in
improving the site's SEO. Exploiting social media in the most appropriate way
means making users perceive that their site and brand are reliable and have
value.
How to get started? You can add sharing buttons on
your product pages, on your blog posts, on your homepage.
Sixth step:
do not stop at a first optimization, continue to test
Open an account on Google Search Console and use
Google Analytics to see which keywords are converting the most.
Use PPC campaigns to find keywords that convert
more and that can be adapted to your SEO strategy.
Don't stop at the first meta title and meta
description you write. Keep testing for better CTR
Make A / B test on pages
Having a strong testing strategy will help you keep
improving. Without constant work, your ranking results may collapse and you may
lose leads and sales due to a decreased conversion rate.
