A pitfall in SEO for e-commerce, as opposed to the bad but well-known search engine optimization techniques that can harm any website, can be captured through two versions of a story.
Childhood Without SEO
Imagine yourself as a child, back when video rental stores existed. You pay a regular visit to this store with your parents every weekend. You have a favorite movie that you watch over and over again. The layout of the store may not seem perfect, but you know exactly where to find the box in the store each and every time, smiling when you see it. You can retrace these steps in your sleep.
You felt a sense of comfort from this familiarity, knowing you could always return to pick out that classic if you failed to discover another one. Perhaps you wondered why your parents didn’t just buy you the movie after wasting money renting it again and again. Perhaps you didn’t think about this at all because you were too young. Perhaps you spent more time thinking about the complimentary bag of salted and buttery popcorn goodness handed to you as you left. Or perhaps, right at this very moment, you strongly feel the time has come for this story to conclude and to move on with the next one already.
I’ll take that advice.
Childhood With SEO
Imagine now an extension of our online retail world reflected thorough your childhood store.
You make your regular visit with your parents to the store, only to find that all of the movies have been rearranged yet again into different categories and titles. It seems better, and maybe you could get used to it, but it confuses you because they do this often. Perhaps your favorite movie, when you go back to that spot, is now gone since it lacked demand. Or maybe the box has changed its title and color to optimize conversion rates and you can no longer find it.
Incensed with anger, you run up to the shopkeeper and punch him in the shin, getting out-of-breath in the process from all of the high-protein chocolate bars you ate earlier in the day. You then grab your once-complementary mini-sized popcorn for $4.99 and toss the kernels in his face. Unfortunately for you and your family, you get receive a lawsuit the next Monday.
SEO for E-Commerce
All joking and amazing stories aside, e-commerce stores usually feature thousands of different products in constant flux. They may change the layout of the website and the products with the best of intentions, but forget the important part of SEO that usually goes unnoticed: the user experience (UX).
The search engines use bounce rates, or when a user only visits a single page on your site, and other factors representing this satisfaction to partially determine search engine rankings, so do not take this lightly. Time spent always changing things also distracts you. This requires effort you could have spent getting things right in the first place.
Once you set the proper elements in place, you should have little need to tinker with things. Consistency will establish a taxonomy for the user. Get it right from the start by implementing these tips:
Have a rich and clear product description.
Use clear titles, alt tags, and meta descriptions. Answer user questions, perhaps even through an on-page FAQ or live chat. Give them as much helpful and unique information as needed to make a purchase but no more.
Use keywords throughout the text that the user seeks out, not those used internally.
Using any keyword tool can reveal what visitors actually enter versus how you may define it within your company. Always use their language. Especially with enough time spent on the other side of the e-commerce fence, this may require some research.
Include multiple high-definition images.
This demonstrates the quality of your products and even your company. Try to show the product at multiple sides. If possible, include a three-dimensional image viewable from all angles.
Demonstrate your product fully thorough the most engaging medium.
Include product reviews.
This establishes trust. Users will always care about the opinions of their peers. If the reviews are bad, then sell great products and the good reviews will come.
Avoid duplicate content.
Do not reuse descriptions. Make sure to include a canonical tag if duplicate content needs to exist. Get in touch with us if you need help implementing this step.
Redirect the links for old products with a poor demand to a similar product.
Have a new version or suitable alternative to redirect the influence of the backlinks, retaining some of the reputation you gained.
Search Engine Optimization for E-Commerce: Mostly the Same SEO
E-commerce requires most of the same good search engine optimization efforts as any business.
You want to have an organized and easy-to-use responsive website for all devices. You need to attract backlinks by creating great content. Engage with your users through social media to forge strong relationships.
Use the advice here to improve your SEO for e-commerce. Never forget though about the real person that created that new session in Google Analytics. Do things right from the start, and you will not have to look back.