Online businesses have become markedly popular, making the competition more challenging. It is not just enough to have your business on the eCommerce platform. A simple webstore will likely get lost in the crowd, and you shall face the risk of going invisible. With a well-optimized ecommerce website, it also becomes necessary to become visible so that the website creates new leads and develops the business.
If you have the monetary resources, you can opt for digital ads on Google to get narrowed down in the battle to the top. But this is not feasible due to the increasing cost of Product Listing Ads (PLAs). Therefore, by all means, organic SEO has been accepted to be a proven and practical method for small businesses and startups to make their way through the rubble.
The word SEO has become a common one these days. It is the natural way to bring the target audience to your website without having to break the bank on paid ads. SEO marketing is like a low-cost and high-conversion hack to the top in Google SERPs. Look at these 7 proven methods to increase traffic to your eCommerce website.
How is SEO for eCommerce websites different from other sites?
SEO for webstore is much beyond the usual keywords, content updating, and backlinks. Understanding how Google works for eCommerce stores and how buyers interact with the website is necessary to create a clear strategy.
1. Working on Keyword Intent
The easy trick to understanding the keywords for eCommerce platforms is to put yourself in the role of a customer. Think of the words you would use with your product name to get the desired result page. The most common add-on words would be ‘deals’, ‘sales’, ‘buy online’ etc. These are known as commercial keywords.
Some people search for information about the product like how to use it, tips, or tutorials. They have a lower potential of converting into sales when compared to commercial keywords.
Keeping a close watch on your target keywords will help you analyse the best keywords to suit your eCommerce business.
- Higher the keyword bid price, the more competitive the keyword.
- Use a keyword research tool and snoop in on your competitors.
- Use keywords that have a high volume of searches.
- Watch out for content with a high bounce rate and work upon those.
- Initially, try ranking for long tail keywords.
2. Optimising Pages
Optimisation is more or less about working with keywords, but the trick lies in capturing the confidence of the Google Search Bot. You can get organic traffic when the search audience for specific keywords prefers your website. So the trick is to get into the loop.
Understand the keywords you are ranking and work on your eCommerce store to include related keywords. So, the question arises, where to include the keywords?
- Page title
- In the page content
- Meta description
- Alt Tags
- Anchor text for internal links.
3. Conversion from Product Pages
The most crucial page of your eCommerce website is the product page. A better product page directly gives your customers a good feeling that can convert into sales. Google has been making changes to its algorithm frequently. This has eventually raised the standards of all websites and eCommerce platforms. And being payment-integrated websites, there are strict guidelines.
- Images: Add quality images that make shopping easy for the customer. Use the optimal size definition as prescribed by the eCommerce platform. Add at least 1 video and use the correct file name with keyword for the images and the video. Research and use descriptive ALT tags as the search bot crawls the image tags.
- Reviews: They are an easy and effective method to keep product pages updated with new content. Make sure that the search engine bots have access to crawl the review content. Online reviews help to create a trust factor in the minds of potential customers. You can quickly get review content by sending a mail with a review link after product delivery. You can even strategise and offer coupon codes to customers who leave reviews.
- Canonical Tags: There is a possibility of having several URLs for a single product due to click paths or variations. It usually helps the prospective customers to reach the specific product from search navigation. But, the problem here is that the crawlers move through these URL variations and sometimes even tag these as duplicates. The solution is to use canonical tags, which inform the search engine that the specific URL version is the primary one.
4. User-Friendly ECommerce Website
UX stands for User Experience. ECommerce platforms like Amazon have retained customers due to the usability factor. With UX ranking factor in the Google algorithm, better UX can bring in more site visitors.
- Aesthetics: Any website, eCommerce or not, has to be visually appealing to retain visitors. A scrambled and complicated website will not urge people to stay on the site.
- Site Speed: Imagine a site that loads very slowly. There is a high chance that the visitor will switch to the next one. Eventually, it became an SEO Algorithm factor in 2018. It even ranks up websites that are faster. Keeping track of load time, bounce rate, and pages per visit will help increase the site’s performance. The best load time, according to Google, is four seconds.
- Navigability: According to studies, an average person takes 10-20 minutes to decide to stay on the website or to leave. During web development, it is necessary to clarify the website’s structure with categorisation and pages. Using breadcrumb navigation and clean URL structure is an integral component of a webstore.
5. Content and Blogs
Content is also a deciding SEO factor for eCommerce websites, as with any other website. There is a particular limitation to product descriptions as you do not want to write long stories and mislead your customers. Keep the product descriptions short, precise and unique. There are other modes by which you can update content on your webstore.
- Blogs with tutorials, how-to’s, and other information.
- Adding up more data to the FAQ page.
- User reviews and testimonials.
- Webinars and other related video uploads.
- Write specific product pages if you have content for the same. Update pages on new products.
6. Link Building
Backlinks directly tell the search bot that your site is genuine. Link building might seem rather complicated in the beginning. But, if you have a great website, getting backlinks would be a cakewalk.
- You can begin by creating internal backlinks.
- Social media posts and ads can also help with link building.
- Guest blogging, press release, white papers, and case studies can deliver quality backlinks.
There is an urge to buy links to create backlinks. Google guidelines demarcate paid and cheap links.
7. Store Security with HTTPS
ECommerce websites draw in a good deal of personal information from customers. It is the website owner’s responsibility to ensure the safety of the shared data. If customers become sceptical about the security of the shared data, they might head to a safer buying space.
HTTPS has been recently declared a ranking factor for Google and SEO ranking. . Websites without an HTTPS URL are marked as ‘not secure’ by Google. Around 90% of the web stores are SSL certified. Almost all eCommerce platforms offer SSL as a standard feature.
Increasing site traffic plays a crucial role in the success of the business. It brings in more visitors and helps to convert it into sales. ECommerce SEO is slightly varied from a regular website and is evolving. This makes it complex, and achieving all the factors is not an easy task. It is necessary to focus on the critical things from the web development stage and then go on for the SEO optimisation. One has to remember that it is not a one-time effort. The webstore, like any other business, has to be developed over time and with a proper strategy.