Ecommerce SEO 2021: Proven Tactics in Driving Conversions
Google receives over 63,000 searches every second. That amounts to 5.6 billion searches per day. Check out the most proven SEO tactics to drive conversions on your eCommerce site.
In today’s world, it is almost an understatement to say that search is huge. Google receives over 63,000 searches every second. That amounts to 5.6 billion searches per day. Those numbers make it sound impossible for your website and products to be discovered by the right consumers. However, that isn’t the case. With a deft strategy, businesses can use the power of SEO to drive eCommerce conversions. These tactics are proven to accomplish two things that are vital in optimised searches. One making sure that your website content ranks high in these relevant searches and Two ensuring that your content is driving conversions on your eCommerce site. Remember to drive conversions, you need to be seen by the consumers that matter, this means search intent matches landing page relevancy.
Content Needs To Be Local.
Content needs to be localised. This applies to all companies. Ever notice how large international companies have multiple advertisements or social media channels based on the region. This is because corporations like Coca-Cola and Nike understand the importance of producing content that fits the specific area. When it comes to marketing, one size rarely fits all. Create content that recognises that people use different languages and different words depending on their residence. Don’t abandon local searchers. Fitzpatrick Hotel Group in New York City published blog posts on things to do around the city. Content that visitors coming to the city would be interested in, on top of looking for suitable accommodation.
Product page titles are a vital part of SEO for eCommerce. This is why they shouldn’t be underestimated in terms of importance. Think of the necessity of headlines in a newspaper article or subject lines in e-newsletters. A strong product page title is the most effective way to grab searchers attention. For eCommerce, the significance of titles go a bit further. A page title should match what the consumer is looking for or ‘searcher intent’. Take the following examples, a searcher is clearly able to see that this website Poco by Pippa is focused on the topic they are searching for. No guessing involved. People are searching for your content so make sure that the title is a sign that they are looking in the right place.
Similar to titles, the meta data presents another opportunity to ensure searchers realise your page has the content that they are looking for. If someone is looking for “cubano coffee,” this area becomes the perfect place to describe the coffee and why the searcher would want to purchase it. More commonly known as the meta description this summary is there to persuade searchers to pick your page and not a competitor. Take advantage of the 160 characters to drive searchers to a specific product page. Fight the temptation to automate or dismiss meta descriptions. When used correctly they can enhance relevancy and improve click-through rates (CTRs). There’s also no reason to miss out on a chance to add a vital call to action (CTA) as an added motivator to click on your website search result.
Designing with a ‘Mobile First’ approach for eCommerce SEO
Mobile is becoming the device of choice for online shopping and shows no signs of slowing as mobile device experiences become more enhanced and enriching. Thus eCommerce web design needs to not only be responsive but developed with a ‘mobile first approach’. Consumers spend an enormous amount of time on their phones. Even with desktop still leading eCommerce sales by device (excluding the Fashion & Beauty Industry), mobile is a touchpoint for a large portion of potential customers. Additionally, the priorities for mobile are just as important on desktop. Compelling images, crisp copy, and fast load times are key for every platform.
Take Control (of Your Location)
Google has given local businesses owners a chance to feature their business with Google My Business. The function has evolved greatly over the years, signaling its relevance, importance, and Google’s desire for you to optimise your page. The first step is to claim your page. After verifying the page, don’t hesitate to fill in all of the important contact information and details. Managing the page is simple to take advantage of the ability to add updates, respond to reviews, and add new photos of the business.
Harness the Power of Reviews
Reviews are more important than ever before. Consumers have long been skeptical of advertising but that level of skepticism has only increased over the years. A great way to counteract that level of distrust that comes from marketing is through product reviews. It’s an effective way to create social proof by having others talk about how amazing your product is. Google Shopping allows customers to leave reviews on products that are sold. On Amazon, the strength of your product in search results will normally depend on two things, your product metadata, and your product reviews. A good strategy would be to encourage customers to leave reviews on products that they are satisfied with. It will help drive conversions and improve rankings in searches.
TRACK SUCCESS AND WEB TRAFFIC WITH GOOGLE ANALYTICS.
After putting in all of the work to develop the SEO strategy for your eCommerce site, the final step is to monitor its success. An effective strategy has to work for your business. Regularly check Google Analytics to ensure that your online store is meeting it’s KPI’s and that the business strategy objectives are being satisfied. If you aren’t getting the results that you want then it’s fine to head back to the drawing board to optimize your strategy.
Key metrics using Google Analytics to gauge how improvements in SEO affect website performance
- Web Traffic – Track the increase in visits by time and day to your online store, when did you implement key SEO changes?
- Site Speed and Core Web Vitals – Check your speed is optimised and running at the Industry benchmark speeds it should be, is your site running better since your SEO changes?
- Search Queries – Are the keywords that best describe your business what you are ranking for on Google Analytics/ Search Console?
- Conversions by traffic source – if you have a competent SEO strategy in place organic traffic flows should show prominence here, is your product content strategy converting?
- Conversions by device Mobile Vs Desktop – which device performs better in terms of conversions?
- New Vs Returning customers – A key indicator on how users view your brand, returning customers to your eCommerce site show trust in your brand something you can build your online reputation on. Also, New ‘Unique’ visitors Vs returning Organic traffic is an interesting metric as it can show how your SEO improvements are driving new traffic volumes to your website.
Conduct an SEO Audit
You’ve now developed your on page SEO strategy, now it’s time to analyse the technical elements and check the performance of what’s ‘under the hood’ of your eCommerce machine.
Follow these 7 STEPS to conduct a Technical SEO Audit on your eCommerce site.
1. Check your SITEMAP is up-to-date and free of errors.
Building a sitemap is a vital component to drive the SEO strategy for your eCommerce site. It acts like a directory for search engines to read and discover all the pages of your website, this is especially important when updating product pages and product categories. The best practice is to list your sitemap pages with brief descriptions using relevant keywords. Use this tool to check if your sitemap is fully optimised and up-to-date SeoSiteCheckup.com.
Tip: Check with your SEO expert on how to submit your sitemap to a search engine.
2. Check your site is comprehensively indexed.
Like building sitemaps allow search engines to discover your website architecture, page indexing is just as important especially if you are constantly updating your eCommerce site. Indexing your site is a lower level task and it allows search engines to read the webpage content more clearly whereas a sitemap submission is a more high-level activity. Use this tool to check if your eCommerce site is fully indexed Website Auditor.
Tip: If your site is fully indexed then maybe talk with an SEO expert to get search engines to crawl its web pages using Google Search Console.
3. Ensure you have Internal linking between your web pages.
As the architecture of your eCommerce site is critical for search engines to be able to crawl your product pages, having your web pages inter-linked allows the process to flow more seamlessly. Google uses page links/ hyperlinks to find out what content is on your web pages and then score that content relevancy to the web page title. Internal linking between web pages is vital especially within similar product categories of an eCommerce site. This allows search engines like Google to use their bots like Google bot to arrive at the homepage of your website and follow the first link, by following subsequent, relevant links Google can then start to figure out the relationship between product and blog pages on your eCommerce site.
Tip: Use SEMrush check that all the web pages on your website are internally linked.
4. Check your website for Duplicate Content.
Google does not penalise for duplicate content, it’s more down to user search relevancy and location that will affect how your content is displayed in results. Google does, however, reward with uniqueness and providing added value to users. With regard to your eCommerce site, it’s necessary to add unique selling points or features to your product page content especially if you have a range of similar product pages within a category.
Tip: Why not use SiteLiner to check for duplicate content on your eCommerce site.
5. Check the load speed and Core Web Vitals of your eCommerce site.
This is a simple rule by Google if your site takes too long to load it will not rank high in search results. Search engines that find it difficult to read site data will perform poorly in terms of visibility and pages that load poorly, so if you notice your rankings are starting to slip this could be one very obvious check to start with. Data volumes on most eCommerce sites are usually heavy in terms of product imagery, product page content, clunky check-out systems, improve coding practices, and slow server speeds.
Tip: You can use PingDom free speed test tool to check the overall speed of your site and Core Web Vitals.
6. Review the Click Depth of your most valuable product pages.
As mentioned above the importance of a search engines ability and ease to crawl your website structure and content, ‘click depth’ will also have an impact on the SEO and performance of your eCommerce site. Your homepage will always have a click depth of 1, your most valuable product pages should always be within one click from the homepage. Any pages more than 3 clicks from the homepage will normally perform poorly as search engines will have difficulty reading the page content, unfortunately, this can conflict with streamlining navigation and the user experience so best to develop a comprehensive website map and homepage strategy first before development begins.
7. Ask Google to re-crawl your website.
If it is a thing that you are constantly updating your website content and need visibility then you should avail of Google Search Console. It’s a free Google tool you can use to direct Googlebot to crawl your website so your updated content gets indexed. You might need the help of an SEO expert to help with this and some of the rest of the tasks within this audit.
Finally…..TEST TEST TEST
In today’s world, many businesses operate purely in terms of eCommerce. It has become such a large percentage of sales that it is necessary for international brands and even local businesses to create an effective eCommerce strategy. The tactics outlined above are proven to help drive eCommerce sales. According to Google, 15% of all daily searches are completely brand new but this means that 85% percent of searches aren’t. By implementing these tactics not only will you be able to deliver your page to the right people in search results but also drive more conversions. Combine the knowledge that you have on your target audience with the steps provided to begin creating an eCommerce strategy sooner rather than later. It will only be a matter of time before the results start to show.
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