Setting up an e-commerce website is one thing, but getting to rank organically in search results is a major task in itself. To be effective in e-commerce, a more focused approach is necessary.
Here are e-commerce strategies that remain effective and relevant in 2020.
1. Create Unique and Engaging Product Descriptions
One of the fundamental, yet usually overlooked e-commerce strategies is creating unique product descriptions that solidify your brand. It also engages your audience and educates shoppers in a way that sets your website apart from the competition. Both customers and search engines will love you for doing this.
Aside from that, excellent product descriptions tend to be more valuable when you are selling products that can be seen on other e-commerce websites. Many e-commerce shops just copy and paste their descriptions directly from manufacturers, which results in duplicate and low-quality content across numerous websites.
Whether your products are obtained from one supplier or more, creating engaging and unique product descriptions that are optimised with target keywords can boost organic rankings. Doing this well can even result in improved conversion rates down the road.
2. Structure Your Data for Better Search Results and CTR
Have you ever asked yourself why some results in search engines show more data than others? For instance, have you searched for an item and realised that some product pages have star ratings for reviews together with the results. These improved results are often because the webmaster has implemented structured data with these pages.
With structured data, you’re not only enhancing your product listings. You also get callouts and featured results in search engine results pages.
3. Optimise for Mobile
Optimising your e-commerce website to be compatible with mobile devices is an essential factor in SEO. If you’re running an e-commerce shop, you need to prioritise the mobile experience over desktop. This means that you develop a responsive website that can cater to the various screen sizes that access it on mobile.
For several years Google has been telling us that they will switch to the mobile-first index. Since the search giant will start to prioritise the mobile devices, it is best to follow suit and optimise for this niche as well.
4. Improve Site Speed and Lower Load Times
Another crucial part of Google’s algorithm is having a website that loads fast. Pages that load quickly will be considered more by Google than slower sites.
It is important to focus on the user experience, so seeing if your pages load in a few seconds is part of that. Try to be the fastest website among your competition by taking steps to improve its speed.
One way you can improve site load speed is by properly compressing images that you upload on your site. Large file sizes can bog down your site and hamper user experience. Also watch out for CMS that may force larger versions of product images when you can always go with the compressed versions.
5. Provide Incentives for Engagement and Customer Reviews
Setting up structured data to show reviews may be great for search engine results pages, but if you only have a couple of reviews, then that won’t look great at all.
That is why you should incentivize people who leave testimonials and reviews on your page. The strategy should also go beyond reviews, as you can also incorporate engagement from your customers.
In the e-commerce industry, getting repeat customers is very beneficial, and people love it when they are incentivized for their actions.
6. Focus on Long-Tail Keywords for Articles and Blogs
Even in 2020, content still reigns above the rest. That is why your e-commerce stores should incorporate blogs that use long-tail keyword variations of targeted terms. These should be used for products and categories.
You should also insert these in product reviews, informational articles, and more. For instance, if you sell jewelry, you should provide articles that talk about how to wear them, how to maintain them, and how they can choose the right accessories for their needs.
7. Focus on Navigation
Many e-commerce websites still fail to uphold user experience above everything else. That is why you should focus on creating a site that’s easy to use and navigate, especially on mobile devices.
You want to make sure that your potential customers can quickly arrive at your pages and to the checkout page. Prioritising navigation improves your conversion rate as well as your organic visibility online.
Google looks at websites that retain or bounce visitors, which is why site navigation and usability is crucial here. If you are using quality keywords on your website, yet all of the traffic that comes in heads back out, then Google will think that your site is not an ideal place to drive traffic.
8. Focus Also on Conversion Rate Optimisation
For this, you will want to consider hiring an expert company that provides conversion rate services. This is an area of expertise that requires knowledge and experience, so having a professional do the work can be truly beneficial.
These experts utilise A/B testing, analytical data, video recordings and more to improve one’s conversion rate. True conversion rate optimisation is more than just changing button colors and call-to-actions, it requires skilled professionals with analytical minds to find success here.
9. Manage Out of Stock Products Properly
Try not to delete or remove a product page from your website when it’s out of stock. There are several tips that you can consider, and none of them involves removing an old page.
You can leave the product page up and simply put a message saying that the product is no longer available. You can add links to redirect people to relevant products within the old product’s description instead.
Another way you can do this is to take the old page down and input a 301 redirect to a new, relevant page. This can be a blog article or a similar product concerning the old item. You should use the most relevant page to replace the old URL.
10. Take Advantage of YouTube and Video
One way you can incorporate your unique and engaging product descriptions is to add videos on your product pages. This is an excellent way to make your e-commerce website more engaging, particularly if your videos are original and not borrowed from your provider.
Keep in mind the site speed and other technical optimisation tricks mentioned earlier. Also, you want your videos to not bog down any of your product pages.
YouTube is a great platform to start with as it can become a marketing tool on its own. If you are willing to invest time and resources to create top-quality videos, you can find success here and benefit your e-commerce site at the same time.
Now you have a foundation to go out and start building your e-commerce SEO strategy just remember you will need to focus on; creating unique and engaging product descriptions, structuring your data for better search results and CTR, optimise for mobile, improve your site speed and lower load times, provide incentives for engagement and customer reviews, focus on long-tail keywords for articles and blogs, website navigation, conversion rate optimisation, managing your out of stock products properly, and make the most of YouTube and video content.
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