More and more businesses are realizing the benefits of incorporating a solid SEO plan into their marketing strategies. For ecommerce companies, SEO is absolutely essential—especially if the company’s sales are online only. Even companies who are operating brick and mortar stores or pounding the pavement at conferences and tradeshows could see tremendous jumps in revenue through ecommerce search engine optimization services. While there are endless strategies and techniques, here’s a quick guide to ecommerce SEO best practices.
Eliminate Duplicative Content
Many ecommerce site managers are tempted to save time by copying and pasting content from one product to the next—or from an external manufacturer site to their own. The more products a company has, the greater the temptation. Don’t fall into this trap. Google is pretty clear when it comes to duplicate content. There are two things that could happen if your site is full of duplicate content:
- If your product pages include duplicate copy from within your site, Google will be hard-pressed to know which page should rank for the keywords included in that copy. In this scenario, you are also leaving potential traffic—and potential sales—on the table. You could be ranking for a wide range of keywords instead of the handful that are included within that copied content. Creating original content for each page will allow you to cast a wider net. Perform your research, target an array of keywords, produce original copy, and make more sales.
- If your pages include duplicate copy from external sources like product manufacturers, Google may flag you for plagiarism. This could lead to serious damage to your rankings, traffic and sales. Again, be sure to write unique product descriptions, headings, title tags and meta descriptions for each If you feel you simply must use a manufacturer’s product descriptions, include additional content like reviews, testimonials, and FAQs on each product page to help increase the originality and quality score.
Learn how ClickGiant drove sales for a vintage men’s clothing site with an effective content marketing and SEO strategy.
Produce Even More Content
Ok, we’ve got it. No duplicative content. But what content should we include? Are unique product descriptions enough to rank?
While in some cases a simple product description could allow a page to rank well, this is not likely—especially if you’re in a competitive market. What you need to do is produce more content. This could come in the form of FAQs, blog posts, testimonials and reviews.
An ongoing blog targeting a broad range of relevant keywords is ideal. Each post will serve as a landing page drawing traffic to your site. Be sure to include links and images to your products throughout—but don’t overdo it. Users coming in through a blog may simply be looking for information, so you don’t want to hit them over the head with a sale. But do be sure to provide a clear venue for them to shop.
Show Your Products
Include photos and videos for each of your products. Your customers need to see an item before they buy it. High quality images of your products help to break down the e-barrier and allow users to experience your offerings first-hand. This is essential to closing an online sale. Be sure to tag each image with appropriate metadata as well to optimize image-based searches that could provide another avenue for increased traffic.
See how ClickGiant improved design and UX for a leading sunglasses company across multiple devices.
This is a biggie. Your site needs to be cleanly designed and easy to navigate. If you make a bad first-impression, users will likely hit the “Back” button without a second thought. Your information architecture should be clear and straightforward. Take the time to review your categories and ensure that the products within each make sense. Are there opportunities to include additional categories—and potentially use those to rank for additional keywords? Should you eliminate a category altogether? Review your site as if you are a user—or better yet, have a friend explore the site and give you feedback. Make the best first-impression you can, and help users find what they’re looking for. They’ll thank you for it.
Clean design and clear information architecture is especially important on mobile devices. Mobile traffic currently accounts for 40 percent of ecommerce sales and is slated to overtake desktop revenues in 2017. Practice mobile-first design and always double-check layouts on a range of devices. While your site may look great on desktop, it could be utterly incomprehensible on mobile. Don’t turn away this significant and ever-growing traffic.
ClickGiant helped a major fixed cost reduction company reach more customers with mobile optimized content and design.
Perform Ongoing Analysis
It is not enough to simply perform a one-time clean-sweep for SEO across your site. Ecommerce SEO services are not a “one and done” strategy. A monthly review of your site and ongoing production of original content is the best way to reap the full benefits of ecommerce SEO. As noted above, more unique content and optimized pages are the key to increased traffic. Develop and work to fulfill a short-term and long term SEO content plan.
You’ll also want to ensure you’re using ecommerce analytics tools to measure the results of your efforts and study use-patterns across your site. An ongoing analysis will provide the information you need to optimize your strategies and increase sales over time.
Hire an Ecommerce Search Engine Optimization Company
Sound like a lot of work? It is—and there are many more strategies and considerations to keep in mind than we’ve listed here. A third party ecommerce SEO company can perform all of the SEO copywriting, web design, keyword research, on-page optimization and more, freeing up your time to focus on what matters most to you: your business.
Call ClickGiant today to take your ecommerce SEO strategy to the next level.