eCommerce SEO Expert Advice for More Webshop Sales
Expert Search Engine Optimization Tips & Advice for Your Online Store.
When you manage an online store you have 1001 ways to get more visitors to your online shop. The advice of an eCommerce SEO expert is helpful to develop an efficient marketing plan to attract more website visitors. Multiple online marketing channels can be used to increase traffic, which roughly can be grouped into:
- Webshop SEO such as Google and Bing. Fundamental SEO advice will be discussed later on in this article.
- Social Media. There are thousands of platforms like Facebook and
- Ads. At almost every online and offline place, you can advertise to get more customers to your eCommerce store. Think of paid search traffic from search engines, social media and other sources.
- Affiliates. Use other people or websites to promote your products through commissions. Examples are affiliate programs and comparison sites.
- Articles. Write relevant content to generate more website traffic.
- Send emails. If you have a newsletter, you occasionally can send your readers a nice offer or useful information.
6 benefits of organic search traffic to your webshop
While it is important not to be too dependent on one source, all six categories above have something in common; they will almost always end up on your shop to buy something. Hence the basis for online shop optimization, both for SEO as various conversions during the visit to your store. Moreover, it has an additional advantage for optimizing your site for search engines. For example, if you use a Google Adwords campaign for your SEO friendly webpage. The better the page is optimized, the lower the cost per click will be. Other SEO benefits for web shops are:
1. High ROI
Don’t see SEO as a cost but as a long term investment with a high return. Unlike Adwords are your top positions for relevant keywords in the search engines always visible, even if you have a little less budget for a month. It has been proven that SEO has one of the highest ‘Return Of Investment’ comparing to other forms of marketing. Additionally, you can start a campaign to get highly relevant calls for your higher end products.
2. Your top salesperson
SEO gets your top salesperson in the spotlights. A healthy website is never sick, never late and always displays the correct product information in image, sound and text. Furthermore, you can sell to thousands of customers at a time. The only thing missing is the coffee for the customer.
3. 1 + 1 = 3
SEO is a key ingredient to create the perfect marketing cocktail. As said previously SEO enhances other marketing channels, but also vice versa. Cooperation among marketers is the key to long term success.
4. Feed the need for information
SEO has a major impact on the pre-purchase phase of potential customers. These include reviews of services or products and price comparisons.
5. Trust factor
SEO builds trust and credibility. Search Engine Optimization can make your brand stronger, better and more recognizable. The ultimate goal should be to get a high position in search engines for all business-related terms. Then there’s more to it than just high rankings; people will automatically relate the top results to a top company. If you subsequently ensure that you offer the right solution for the visitors’ problems or needs, explained in their language, you are the man. Your credibility will certainly not be up for discussion.
6. Relevant visitors
SEO attracts relevant traffic with high commercial intent. Focus on the right keywords and your conversions will skyrocket. Often longer key phrases with lower search volume are more interesting from a commercial point of view. In the long run, it will increase the shorter keyword rankings, as a positive consequence of the focus on long tail keywords.
Expert e-Commerce Tips - 6 Pitfalls
By now, the advantages of organic traffic to your online store are clear, the obvious question is that you’re probably wondering what you should do to get this done. An important mindset is to see your online shop as a real store. Put in all your love and passion, because ‘trying’ to run a webshop usually does not give satisfying results. Here is a list of six pitfalls when running a webshop:
Copying and pasting text is one of the sins against search engines. Yes, also product descriptions that have been provided by the manufacturer.
If there is (almost) no text on a page it is impossible to know for a search engine what the page is about. Of course, they can read a caption of a picture or video, but that is often not enough for a good position.
Product images are not optimized
The search for images as a search option is growing in popularity, but often this opportunity to generate additional website visitors is missed. The name of the image is often a meaningless Moreover, you increase the relevancy of your page when you optimize your image. Personalize your pictures always with its own title.
Duplicate meta descriptions and titles
This falls under the topic duplicate content, but worth to mention again as many websites have this issue. It is one of the major factors why some sites won’t rank.
Lack of product reviews
How many times have you seen a product where the review section is empty. Pretty annoying if you want to know what others think.
Product pages are hidden in the structure of the website
Do you really think people are going to search 37 pages deep to find a product? They rather leave your website after a few seconds and go to the next website where that specific product is easy to find. Remember, the visitor is “lazy” and wants to be served as fast as possible.
Frequently Asked Webshop Questions
Online shop owners often face the same problems. Especially when dealing with situations related to SEO a small mistake can sometimes have major unintended consequences. Here are answers to some typical problems seen by your e-commerce SEO expert.
How to deal with the safety of my shop?
Consumers are suspicions to leave their personal and/or financial information. They are in reason so show them you handle this with care. Insert images such as safety certificates and don’t hide them at the bottom of the page. Tell your visitors shopping at your online store is 100% safe and get a good SSL certificate.
How do I deal with the mobile-friendliness of my shop?
Make sure your shop is mobile-friendly. The mobile e-commerce market is growing fast like hell. Please contact the developer of your webshop if it isn’t already mobile friendly because you’re leaving money on the table.
How to deal with new offer pages of existing products?
You have a product and created a great page on your site with unique content. You want to promote his product on your listing page, but you’ve just learned that you have to be careful with duplicate content. If you canonize the specific URL in the HTTP header of the product page of the item that’s on sale, it should be fine. This is how you tell Google that this is a duplicate of another URL. The original page will be ranked and not the listing page.
How to optimize product images and videos?
Use images and videos of high quality. People are sensitive to this and it creates a premium feel about your website. Optimize Alt Text, file name and title of each image. Additionally, you can split test to investigate which image converts better.
How important is internal site search?
Often the value of internal searches is underestimated. For example, by analyzing these queries valuable new product ideas can arise which you can offer in your eCommerce store.
How to deal with related products?
Make sure the presented related products are relevant to a page. Base relevance on cost, quality and personal characteristics of the visitor. Present related product in such a way that it stands out because, after all the attention should be diverted here. Do not waste your page with dozens of products that do not sell at all.
How does SEO fit into beautiful web design?
In the ideal case, an e-commerce store is developed together with all disciplines. It is a continuous process of testing to optimize the site performance.
How to deal with content created by visitors?
Think for example of a review or user experience. Don’t be afraid of honest opinions, they provide better conversions and sales. Moreover, it's unique and fresh content that search engines love.
How to deal with the internal link structure?
Building internal links helps to rank higher. To get better results, you need a solid link architecture. Not only for the search engines, but also to help the user find your products easily. For example, offer navigation at the category level, link to relevant products of the same category and use breadcrumbs.
How to deal with category pages?
After the homepage, the category pages are the most popular and most important pages. A category page should only contain closely related product pages. Add sufficient content to each category page and generate user-friendly URL’s.
How to deal with product variations like color or size?
Some products are almost the same except for the color or size. If there’s no significant search volume for a certain size, color or other product variation, don’t create a separate page.
Besides the points mentioned earlier in this article, more aspect should be considered when optimizing your webshop for the search engines. As an e-commerce SEO expert, we can give you helpful advice for your existing or new webshop to optimize your rankings, conversions and sales.