The practice of SEO for eCommerce businesses is never ending!
SEO for eCommerce businesses, when done correctly, can be the single most effective way to drive organic traffic to your website.
The advantage that eCommerce sites have over their relatively static B2B counterparts is that they are constantly adding new products and layers to their site. All of which can be optimised to draw in new and relevant audiences.
With that in mind here are our top 5 SEO for eCommerce sites tips:
1.Clear user journey.
This is an important factor and one that will evolve over time as you start to collect your website data.
Your user journey should be seamless and simple to encourage a high conversion rate. Some of the areas you need to look at:
- Menu – this needs to be clear and easy to navigate on a desktop as well as mobile.
- Homepage – as soon as people land on the website they need to know what you sell, your values and message and how to purchase with as little scrolling and clicking as possible.
- 3 click rule – Although this is now a myth, you need to reduce the amount of clicks that the user takes to make a purchase. If people have to click too many times just to get to their basket and checkout, they may abandon their purchase.
- Payment gateways – research which is best, not only for you but the user also. A lot of ‘retail therapy’ happens in the evening, and there has been many a time that I have gone to abandon my cart because my purse was downstairs…then I saw the PayPal sign!
- Product placement – By most popular? Highest recommendation? Low to high price point? How are you going to show your products? Will you give the user options?
- Search facility – Being able to search for an item can also help the user, especially if they are clear on what they are looking for or have seen the product somewhere else. This search needs to bring up items. If your search facility is too specific the user may get frustrated if their searches bring up zero results if it is too broad they may also feel the same!
2. Do your keyword research and avoid cannibalisation
Keyword research is vital for any website. Especially those that are selling many similar products or products from the same brand. What you can not do is duplicate keywords as this results in cannibalisation [definition in a box]. This means your website competing with itself and not winning anything.
You need a unique keyword for each page, blog, category, tag, product, etc that is on your website.
Sounds a big job, it is. But if you get this right now all you are doing is adding more keywords to your website and attracting more traffic through lots of relevant keywords.
Not sure where to start? Hopefully, you have involved an SEO specialist when you built your website? If you haven’t not all is lost, it can just take a bit longer to optimise it. Either way, your website should have started collecting data including the keywords that people are finding you for. This is the place to start as well as some competitor research.
3. Don’t neglect categories
Your products should be grouped into categories, for UX ease, and your categories should then be optimised to that type of product or brand.
In this section, you could include any FAQ’s the user may have and show complementary products to encourage browsing further.
This is often the most under optimised section of a website. And don’t just add categories for the sake of it. Add them based on what your users would look for by conducting keyword research or at least have categories that make sense. Don’t over think it, but don’t neglect it either.
4. Responsive Responsive Responsive
“86% of UK digital shoppers have made a purchase via smartphone” source
If a website is not responsive, not only will people get frustrated and leave the site, but it will not show up in Google searches. LINK TO MOBILE FIRST BLOG.
5. Optimise your images as you go
Again, another element that doesn’t get a second thought is optimisation of images. And for e-commerce sites this is an area that can make a huge difference. Think about it, if you sell 10 products and have 4 images of each, that is 40 more opportunities (not to mention all the other images the website) to boost your website’s ranking.
Top tips to save the pain of going back through them (which you will need to do BTW) is to save the original images with the keyword of the page(s) that they will be on. Then write an alt tag (alternative text tag) that includes the keywords and has a call to action! But if this image is on more than one page, you will need every page’s keyword in the file name and in the alt tag!
Optimising images example.
Take an image of a beauty cream product. The product is being optimised to ‘beauty cream’ but will also be in the ‘gifts for her’ and ‘beauty’ categories, as well as the homepage.
Example file name could be: Beauty Cream | Gifts For Her | Beauty Gifts | Homepage keyword
Alt tag: Beauty cream that helps you defy the ageing process. This cream is part of our beauty gifts for her which can be purchased online via homepage keyword.
So there are 5 SEO for eCommerce website tips that you can look at and carry out TODAY that will make a difference over the next few weeks.
Over time your business evolves. You refine who your audience is, what you offer and your brand voice. Google and other search engines also change. Their algorithms change in line with what they believe people want to see online and their search behaviours. It is down to this that it is essential that you periodically review or remove outdated content.