Search Engine Optimisation (SEO) is the art and science of helping websites to perform well in search results. For ecommerce websites (those sites which are selling online) getting SEO right means bringing customers to the till; customers with a real intention to buy exactly what you’re selling.
What with search engines updating their algorithms every five minutes, it can be a bit tricky to keep up to date if you’re not in the industry. Because we’re jolly fine people and have rather a knack for SEO and for websites, we’ve compiled a list of 5 timeless SEO tips for ecommerce. Read on!
Our 5 ecommerce SEO tips for selling online
This applies to any SEO, not just ecommerce SEO. Knowing what your customers are putting into search when they’re looking for you is a big step in the right direction. Even if you think you’ve absolutely nailed down the demographic of your client base, some people might be arriving at your door in ways which surprise you.
There are keyword research tools such as Google Keyword Planner which can help understand what the popular search terms are in relation to a particular subject.
Use your keyword research power!
Once you’ve done your keyword research (and keep it updated on a regular-ish basis) you’ll know which terms to use to attract visitors to your site. Because search engines also rank websites on their relevance, it’s important that keywords are used wisely.
Yes some terms might get searched for a lot, but if they’re not strictly relevant to your business then don’t use them. It’s harsh but true; bringing people to the site under false pretenses gives them a poor experience of your brand, making them less likely to use you in the future.
Product descriptions in your own language
If your product range comes from a manufacturer and the relationship is not exclusive – beware! The lovely product descriptions they provide you with are also going out to all their other retailers. It often means everyone is pasting the same product blurb into their catalogue listing, so it’s harder for search to decide who should rank more highly (and will use a combination of other factors in its algorithm to decide).
Imagine you sell baby carriers. Your customer is after a particular model. 1300 other retailers also offer it, all listed with the exact same product description. In those conditions you’re unlikely to stand out.
Making subtle changes can make a huge difference. If you have a physical location where people can shop then it’s also worth a mention – it might give you the edge over competitors who are further away!
Product categories for ecommerce SEO
Examples so far have dealt with customers who are looking for something specific. In reality this is not always the case, and customers often want to browse what’s available before they start to narrow it down.
In a physical store a petite woman who fancies some trousers appropriate to her leg length will go to the womenswear section, then the petite range, then the trousers. An online shop should manage the process in the same way.
Categorising products allows users to either browse the product range, or filter it down to specifics. It’s great for user experience because they can find what they need without too much effort, shop how they want to, and it also helps scoop up more internet points with the search engine.
Watch your conversion rates
Getting visitors to your website is only the start of the process. Once they’re there, the aim is for them to buy. Looking at Google Analytics and HotJar will show you how site visitors behave. Spotting a pinch point where customers often drop off the site can help direct what action needs to be taken.
If you’re worried that your site isn’t performing in SEO, ask us for a free website analysis report. It will tell you how things are doing, and make recommendations as to how you can tweak things for tip top SEO performance.