It’s probably fair to say that all e-commerce website owners want the same thing: higher visibility on search engines and more sales.
Why Does Ranking in the SERPs Matter for E-Commerce Businesses?
Ranking in the SERPs matters for e-commerce businesses because it brings organic traffic to their website. These organic visitors are more likely to convert into customers and potential leads.
Further, the more organic inbound leads you’re attracting, the less you spend on advertising, and if you claim the top spot, you’re going to gain even more traffic. Backlinks increase considerably, too, giving you additional credibility in Google’s eyes.
Even with the challenges facing e-commerce like limited or duplicate content, high competition, and common SEO errors, there are plenty of ways to get noticed by the search engines.
Optimize Your Product Pages.
Optimizing a product page is one of two key components for optimizing a product’s SERP ranking. First, add extra relevant keywords to a product description or title. Second, provide ample metadata so that search engines can better understand and classify a web page. The more descriptive tags you use, which are closer to long-tail phrases with targeted keywords, will allow for better indexing by search engines and result in higher rankings.
Product descriptions can be optimized by using targeted keywords. For example, if you’re selling a camera lens cover, include words such as lens cover or camera lens cover within the first few sentences of your product description. Include metadata for each page of your site so that search engines can better understand what each page is about and have more details on which to base SERP rankings.
Increase Your Incoming Links
While it’s true that incoming links are not nearly as important as they used to be, they’re still an extremely effective way of getting new traffic. Make sure you’re engaged with your community and actively getting people talking about you online. Also make sure that you have a lot of other sites linking back to yours, not just from directory sites like DMOZ but also from niche-specific directories. Think about getting social media shares and comments on others’ blogs.
After that, create links from relevant sites. Links from relevant blogs are more powerful than links from directory sites like DMOZ and Yahoo but don’t discount them completely either. The reality is that you’re going to have a much easier time getting links from other people if you first do something for them (or share their content). You want there to be some quid pro quo involved when you ask someone for a link.
Modify Your Site’s Hierarchy
Even though you can do everything right on your site, it can take time for Google to recognize that. One good way to help Google identify where you want links and content positioned is by correctly tagging and ordering relevant navigation on your site. You may have placed certain items in a certain order for functionality or aesthetic reasons, but if you haven’t made that clear to search engines, they may be interpreting things differently than you intended.
As you grow and update your site, ensure that it is still being interpreted as you intend. This can be done by reviewing and revising how you label each page. When appropriate, consider relabeling individual pages from service or product names to category or subcategory names for enhanced performance.
Focus on the Right Keywords
Keywords are important when you’re trying to get people to find your store on search engines. It can be helpful to think about what kinds of words and phrases people would use when searching for products like yours. In order for a search engine like Google to return a relevant result, it needs an understanding of what you’re offering.
To do that, it needs an understanding of what you’re offering. You need to identify keywords that match what people will search for when they’re trying to find a product like yours. Keywords can be separated into two categories: Product or service-related and informational keywords. For example, if you’re selling basketball shoes, then you should use a product or service-related word. If you’re selling exercise videos about how to play basketball, then informational keywords are a better choice.
Identifying keywords with solid search volume is a good start, but you also need to ensure that they are relevant to what you’re offering. Use keyword research tools like Keyword Planner and SEO Book’s keyword tool.
Keyword research tools like Ahrefs and SpyFu can also help you evaluate how competitive certain keywords are. Start by adding a keyword that you’re interested in ranking for into these tools. From there, look at the number of clicks it gets, as well as its average cost per click. A higher number of clicks, combined with a lower cost per click, means that it is less competitive and easier to rank for than other keywords.
Optimize for Mobile
As mobile searches have surpassed desktop searches, it’s important for business owners to keep their websites and social media feeds optimized for mobile. If you’re using a platform like WordPress or Squarespace, there are plugins that can automatically optimize your content for mobile users. In addition, you should make sure all text is legible on smaller screens, avoid loading pages with too many images, and make sure forms are user-friendly on mobile devices.
Designing a mobile-friendly site from scratch is also an option, although it can be time-consuming and expensive. A website that was designed for desktop users may not display correctly on smaller screens, making it difficult for people browsing with their smartphones or tablets. Likewise, if a mobile visitor clicks a link that sends them to a non-mobile-friendly site, they’ll have trouble reading text or interacting with buttons.
One of the best ways to optimize for mobile is by using a responsive web design (RWD). RWD enables sites like WordPress, Squarespace, or Wix to display different pages and images depending on whether they’re accessed via a desktop computer or mobile device. This way, visitors are provided with an optimal experience regardless of how they access your site.
Reduce Site Loading Time
If you want to do better with SEO, especially on mobile, it’s important that your website loads quickly. There are several ways of speeding up your site and one solution is by using a Content Delivery Network (CDN). CDNs help spread out content across servers around the world so they can deliver it faster. You can also use plugins like Fast Velocity Minify or WP Smush that optimize images and CSS files for web viewing.
While search engines are trying their best to improve site loading time as a ranking factor, it’s still important that you follow best practices for speed optimization. You can learn more about how page load times affect SEO on Moz.
Analyze Your Competitors for Ways to Improve
It’s important to know what everyone else is doing. On one hand, if everyone else is ranking, then you don’t have too much work ahead of you. But that’s only half of it—the other half of it is for when your competitors are ranking better than you and you want to figure out why.
By analyzing your competitors’ strategies, you can find areas where you may be falling short and improve on what they’re doing. For example, if they’re all using lots of internal links on their product pages, then you can follow suit by implementing those same links. Find out what everyone else is doing so that you don’t have to reinvent any wheels. You can always build off of what others are doing since there are no groundbreaking tactics or strategies in SEO.
You can also use advanced tools such as BuzzSumo or SEMrush to get a complete picture of where and how you’re doing on search. Both of these programs allow you to see where your competitors are getting their backlinks from, what phrases they’re ranking for, and more.