SEO is essential to modern business’s, in the on going battle to get to the top of the search results. But when it comes to an e-commerce site, many companies struggle. With having to make so much content, and so many products SEO friendly. This can mean loss of sales, which is easily preventable.
So how can you optimise your site, to ensure you are attracting as many prospects as possible? Well in the world of rankings there are a huge amount of factors which count towards getting you to that number one spot. Here are just a few simple steps that could help you reach your SEO goal.
There are a few background steps you should take to begin with. These set you in a good starting position, and mean your strategy efforts have a good platform to start on.
What are your competitors doing?
It is one thing to have your page up and running. It is another to see if you are in the game, and your products will get the recognition they deserve. Spend time assessing your competitors: their products, their prices, and how usable their site is.
How easy is it to navigate your site?
Using your site as a customer, or sitting with an unbiased volunteer to use your site, is a completely different experience to using it as your companies. See how easy it really is to find your products. Does it take 2 clicks or 10? Is it a frustrating process? Look at optimising your site’s internal search function, so customers can get to what they want quicker and easier.
Good meta descriptions
Ensuring your pages have good, unique, meta descriptions is an essential before you start with on page SEO. Explaining to customers what they are about to view means that not only does Google up your ranking for providing relevant information for their users. But you also get more qualified prospects visiting your site.
Once you’ve established your good platform, you now have to maintain a healthy site. By maintaining the following points, you help to maintain your results as a constant. Rather than all your efforts being focused at one point, when you have the time.
Keep your out of stock item pages up and running
Though you may not have it now, you may do in the future. Offer either an alternative option for your customers, or provide a date or when that product will be back in stock. If you have products that no longer exist, don’t just delete the page. Redirect to the later model, similar stock, or the main category page. This way you don’t lose customers to error messages when they can’t find the page.
Keywords are something that have been around forever, but now need to be used smartly to achieve a result. You need to ensure your keywords are relevant to terms your customers actually use, rather than internal terminology. There are a number of tools through Google you can use to find new keywords, or see how yours are currently performing. You need to ensure you keyword is in the URL, the title and the text to ensure your SEO is optimised, but tread carefully! You don’t want to saturate your content with keywords. The text should still read well, so always make sure you have a fresh pair of eyes glance over everything to ensure you haven’t been keyword heavy.
Create unique product descriptions for every product
Make your product stand out with a unique description. If your product is being advertised by other sellers and maybe the manufacturers themselves, you have a lot of competition. By taking the time to create unique descriptions, you instantly make yourself stand out. As well as perhaps inspiring your target audience as to why they should buy your product.
Include Pictures or videos for every product
Not only does including pictures or videos or each product make it more appealing for customers. It also gives you another opportunity to improve your SEO. By creating great alt tags, you not only improve customer experience, meaning happier customers. But Google also takes this into account when they consider your ranking.
Once you’ve got in to the rhythm of steady maintenance for your site, you may want to push yourself a little further with some updates, and see what results you can achieve.
Create seasonal categories to maximise seasonal attention
When (like now) the winter starts to roll in, most people will quickly realise they are not prepared. They will search winter coats, scarves, hats etc. You can make the most of this demand by ensuring your pages are ready with a seasonal category. One that is ready with related products for your customers to browse.
If you are really looking to boost your search results and to encourage sales, it may be worth considering Google ads. To get those clicks through to your product. Google Ads can be extremely complicated, so take the time to understand it before you begin. To ensure you get the best results. Keep your eyes peeled for our upcoming post on simple steps to setting up AdWords.
Encourage user reviews
As part of your updating process, you need to actively encourage user reviews. Not only do reviews help to reassure buyers, or push them further down the sales funnel, they also help with your search results. If you’re not confident on how to gain reviews, why not take a look at our blog why customer reviews are important and how to get them.
SEO is an ever changing landscape, so for the best results, you need to be up to date with the latest news and changes. As well as implement those changes within your own strategy. By staying up to date, you stay ahead of your competitors, and enable your customers a great experience every time they visit your site. There are a number of sites that cover SEO news, including our own blogs.
If you need a helping hand, or some guidance on how to best utilise your website’s SEO, you can take a look at our SEO services, or call us for a no obligation chat on 01543 495752.