I believe that search engines are designed in a way that they have the ability to read a user’s mind. Whenever I go to Google and make a query, most of the time it brings me the exact same thing I was looking for or what was on the top of my head. The purpose of search engines is to get the user where he wants, and this is the reason why almost 90% of the online experiences begin with a search engine query.
Why SEO is important for ecommerce?
A valuable lesson in marketing is “Go where the customer is” and the customers are on the search engines. For any online business to succeed, it is important that it takes substantial measures to make its presence known on search engines. It is one of the critical factors that determine the success of an online business.
Traffic is like oxygen for an ecommerce store. It is not just essential to increase sales or draw profits but is critical for survival. This is because of the brutal competition in ecommerce. Every day, hundreds if not thousands of ecommerce websites are just pouring into the industry and there is an intense race for customer acquisition. If your ecommerce store fails to secure a good place on search engines, you will face a lot of troubles in making your venture successful.
SEO opportunities to increase your sales
As a beginner in the industry, competing in today’s competitive market may appear to be a daunting task. This is more difficult when you don’t have financial resources to hire an SEO expert or consult a digital marketing agency for the purpose.
If you are doing SEO for your store all by yourself, you may find yourself on the crossroads deciding what areas to focus. We have shortlisted 5 SEO practices that are often overlooked by marketers, but if applied, they could impact Google rankings majorly and bring traffic to your website.
Choose Long Tail Keywords
Almost 70% of the search engine queries comprise of long tail keywords. Customers are more likely to use long tail keywords when they are closer to the point of purchase. You have to choose keywords that are descriptive and specific to what you are selling. The key is to think like a customer and come up with the possible phrases that a customer would use to find a product on the internet.
For example, you have a website for pet dogs. Now, how about targeting the word “dogs” or “pup” as the keyword, pretty smart right? Well, it doesn’t work that way. Google works on the user’s intent. A person who types dogs is quite unlikely to be searching for a website to buy dogs. Probably, he is looking for information so Google will never bring online pet stores in the results no matter how hard you try. Google is not salesy; it is an information source in the first place.
So what to do? “Think like the customer”. If I were looking to buy a dog, I would probably type this in Google “buy husky pup in Chicago” (my wife like huskies, I prefer Rottweiler). Below in the screenshot you can see that in the results to my query, there are all the online store from where I can buy pups. So go for long, descriptive, specific and tailored keywords.
Detailed Product Description and Blog
Search engines love content. They prefer websites that not only do business but also provide information to the user and contribute to the community. This is why SEO experts say “content is the king” You can add a blog to your website where you can put some interesting articles related to your business and communicate directly with your customers. This also gives you an opportunity to include keywords and optimize them for better visibility but, don’t overstuff them. Your priority must be to provide useful and relevant information.
One of the best ways to add content to your website is by providing a detailed product description. Make sure that the description exceeds the default word count. This also increases user engagement level that they tend to stay longer on your website.
One important thing that must be considered is not to use the same product description as provided by the manufacturer. This makes a website less authorities so the content must be unique. Manufactures provide the same product description to other websites as well so it creates duplicate content issues and search engines will penalize you for doing this.
Include User Generated Product Reviews
Around 71% of online users look for product reviews before purchasing anything online. Lots of good reviews improve search engine rankings and also increase sales. However, no matter how hard you try to make your product review as subjective as possible, there will always be some unhappy lads that will post a negative review. This is why some business owners fear to add product review option. They take the negative review as a sale killer.
This is a wrong approach. I see negative review a blessing in disguise because they add authority to the website and the service provider. Good or bad Search engines appreciate reviews in general. +1 It is also a great way of adding unique content to your website and all that free of cost. It will boot your overall SEO efforts. There are several extensions for Magento as well as Shopify alternatives that allow you to include product review option for customers.
Optimize Product Pages Based On Search Demands
Some of the pages on your website gain more traffic than others. It is important that you track the behavior of customers on your website and tailor your SEO efforts accordingly. The objective is to take the customer to the page relevant to the keywords he typed. If you just make him land on your website irrelevant to his query, he will most probably leave the website in seconds, and the bounce rate will increase. If a customer wants to buy a fidget spinner, he must land on the exact page where fidget spinners are placed.
Include Social Media Buttons
Marketing consultant Brian Honigman says,
“Today, links are majorly achieved through developing original content that is in turn, shared across social media. Links to your content on Facebook, Twitter, LinkedIn, Google+, YouTube and other social networks help the search engines understand what websites are credible and should be ranked for what keyword phrases”.
Social media marketing and Search engine Marketing are interconnected and go hand in hand. You must add social media buttons to your website as search engines appreciate them and they bring traffic to your website.
To be honest, achieving good search engines rankings is not an overnight job. It requires you to analyze and interpret customer behavior and then customize your efforts to provide a personalized solution for your customers. However, these are some overlooked SEO tactics that must not be ignored as they can take your sales to a whole new level.