11 Actionable Tips For Better E-commerce SEO
By Akash Srivastava
E-commerce sites are very popular these days, and people are showing more interest in buying products from online stores. However, there are a lot of things to do in terms of SEO for better e-commerce. First of all, the customers need to be educated about the pros and cons of purchasing on the web. The second thing is to have capabilities to face the competition in the online ecosystem. This is the reason why SEO should be a part of every e-commerce portal.
I have prepared this post with the purpose of helping you arrange the online store in a better way that is suitable for search engines as well as customers. If you want to run an e-commerce store successfully, your website needs to be easily accessible to your customers and search engines. This is where SEO can help you, especially in enhancing the visibility of your website. The more traffic you are likely to get, the more you can make conversions.
Follow the 11 actionable tips given below for better e-commerce SEO and enhance the visibility of your website.
1. Efficient keywords
As we all know, keywords play an important role in SEO and finding the right keywords is the key to rank your website on search engine results. Take some in-depth keyword research to pick the ones that suit the niche of your e-commerce site. Keywords can really attract traffic and help in increasing conversion rate.
Most of the online customers search for a product using relevant keywords or phrases. Long tail keywords can actually help you rank high on specific niches, as they grab the attention of potential customers. Online customers are quite specific about the conversational queries, especially when looking for a product of their choice. The efficient keywords can easily turn the online searchers into potential customers.
2. Avoid duplicate content
Duplicate content is something that can spoil the reputation of your website. Whether it is a blog based website or e-commerce site, duplicate content can hurt your SEO. Digital marketers always have the fear of duplicate content penalty. It can come in many forms and can impact the SEO efforts negatively.
The best way to prevent duplicate content is to learn the best practices to prevent and deal with issues related to duplicate content. Duplicate content issues can happen due to URL variations, scrapped content or HTTPS issues. The best way to fix this issue is to set up 301 Redirect from duplicate page to the original page.
3. Check the robots
Robots.txt plays an important role in indexing of your website. It even has the ability to stop all the indexing of your website. Some of the reasons to use it as an online retailer are – protecting Google from accessing the admin area, stopping Google from accessing accounts section and preventing duplicate content.
You should learn more about Robots.txt file to check them on a regular basis and enhance the visibility of your e-commerce site.
4. Tweak Meta descriptions
Meta descriptions are the snippets that act like short ads that have the ability to attract visitors from SERPs. Tweak the Meta descriptions to attract new visitors. Remember that the title tag and Meta description should include the keywords. Learn the art of writing Meta description, as it is displayed in search engine results.
Meta description allows you to introduce your brand before the searcher sees the products you offer. Ensuring a perfect Meta description can improve traffic without any movement in the ranking.
5. Use Google webmaster tools
If you are not using Google webmaster tools to enhance the visibility of your e-commerce site, you are losing a lot. Setup Google webmaster tools immediately and use regular reminders to check it. You can monitor the crawl errors, HTML improvements, or any other notable impressions.
It is essential to keep reviewing the webmaster tools, as it helps you to fix duplicate title tags, robots.txt issues, broken links and many other things. For detailed analysis, you can check advanced SEO tricks or even go through the guide to get started with Google webmaster tools.
6. Optimize the quality of images
If you want visitors to stick to your website or make regular visits, you should optimize the quality of content and images. The reputation of any e-commerce sites depends on the quality of images you use. Your images must be highly qualitative and unique. However, it is not enough to have great images for search engines to crawl your e-commerce site.
Images with great SEO potential can drive a lot of traffic to your website. Make sure to include ALT tag. You can add valuable and unique keywords in the ALT tag to enhance the visibility of your website.
7. Write attractive product descriptions
Catchy product descriptions have a great impact on the conversion rate. Write a compelling and attractive product description that entices the reader to buy the product quickly. The product description should not only describe the product but should have a reason why should the reader buy the product. The secret of writing a seductive product description is to persuade the reader and sell the product.
Create a comprehensive list of product features and benefits of buying the product. Avoid using manufacturer’s language. The language and tone of product description should be entirely different from that of a blog or web content. Define the buyer’s persona along with customer-centric descriptions.
8. Don’t ignore reviews
Reviews are something every online customer looks for before buying the product. It is a standard practice in online retail to go through the user reviews before buying any product. Most of the big retailers do this in a different way to attract online customers and convert into sales. If you check popular e-commerce sites such as – Amazon, eBay, Flipkart etc, you will find a lot of reviews on any particular product. You will find positive as well as negative reviews about the product, which acts as social proof of potential customers that the product is for you only.
No doubt, reviews can increase click-through rate to your site and can actually help sales.
9. Use internal links from homepage to targeted products
Internal links can help you improve your website’s search. An internal link connects one page in the website with another page in the same site. Take a look at internal link building strategy, and use the product thumbnails on the homepage to link to other products on the site. You can even use internal links in different ways, such as – linking multiple products together, linking from blog posts to products, linking from blog posts to category pages, etc.
Rather than, just having a navigation page that push user to the product page, you can use internal links from different pages for visitor engagement. Whether it is from the homepage, blog posts or product descriptions, you can take the same approach for linking all the product pages.
10. Use breadcrumbs in e-commerce website
Breadcrumb is a type of navigation that shows user’s location on the website. They seem like a pretty uninteresting element but proved to be vital navigation paths. Without breadcrumbs on the product page, it is difficult for users to browse a collection of products.
A user who doesn’t find the products with the appropriate match can use breadcrumbs to traverse the site hierarchy. This helps the user to avoid drastic scope jumps and continue their product browsing.
11. Deal with out of stock products
Many e-commerce sites make the mistake of showing product page that is almost unchanged. There is a fine print that says the product is out of stock or not available. It is even harder to spot and is almost deceptive. It is hard for users and search engines to know if the product is available or not until they visit the product page. People will be annoyed finding the item is sold out after they assumed it is there.
The best way to deal with out of stock products is to set up a redirect. You can even leave the page as it is if the product is temporarily out of stock. If the product is permanently unavailable, the visitor should be redirected to 404 error page. The ultimate goal of e-commerce SEO should be to create a process that decides what action to take when the product is temporarily or permanently unavailable.
The list of actionable tips for better e-commerce SEO goes on, as there is a lot to do. It is not possible to cover everything about SEO for e-commerce sites in a single post.
The above tips can help many e-commerce sites increase sales and revenue by many folds.
If you have more tips you think are beneficial for other readers, please do share by adding them in the comments.
Looking forward to hear from you!!!
Guest author: Akash Srivastava
J4JAY Studio Web, Webmaster Paris