Despite the fact that SEO delivers the highest ROI for any ecommerce marketing campaign, most online shops are put together with little to no consideration of search engine optimisation principles.
Instead, mostecommerce web design companiesrely majorly on social media or paid ads, which as a stand-along strategy may be great but eventually digital marketing companies promoting an e-commerce site to do a lot more in order to help their client stand out in the crowd over the world wide web. And that’s where the challenge lies for moste-commerce web design companies.
AtLitmus Branding, we approach this task a little differently, or should we say, more creatively. If we expect our clients to set aside a tidy sum every month on keeping their site searchable by the highly intelligent search engines out there (and we are not just referring to the mother of all search engines, which is Google, and of course, the most intelligent of all), the job calls for a planned strategy and constant effort input. You can’t just install a few SEO-oriented plug-ins and rest, hoping for the magic to unfold on its own, because it won’t.
Search Engine Optimization (SEO), as the name suggests is the ‘scientific art’ of optimizing your website around specific keywords in order to make your website rank higher in search results — and come up in at least in the first ten results (let’s say the first page of Google), because if it doesn’t, you might as well not be there on the internet. It would be very difficult, if not altogether impossible for your target buyer to find your online store amidst the millions out there.
According to sources, such as eMarketer, ecommerce is the only trillion-dollar industry growing at a double-digit percentage each year.Already, the number of digital buyers worldwide is expected to reach 1.92 billion in 2019, accounting for a quarter of the world population. This number was at 1.32 billion in 2014 and is estimated to reach 2.14 billion by 2021 (Source: Statista).
The reason why internet pundits dub SEO a ‘scientific art’ because even when you are a master in all the technical aspects of SEO-oriented digital marketing, there are several other factors also which will determine your ecommerce store’s ‘search-ability’ such as the design (attractiveness) of the site; the user-experience and more. And mind you, we are only discussing the ‘organic’ means of promoting your ecommerce site, not any below-the-belt tactics, which are also many, but which are unfortunately beyond the scope of this blog. Maybe we will take it up as the next month’s topic.
Therefore, given the limitations you have as anecommerce web design company,in our experience, you can still practice a bit of art in making use of the fundamental scientific principles of SEO while making the best use of a list of keyword targeted at catching the attention of your prospective buyers.
Let’s not forget that the ultimate goal of any search engine is to rank search results based on how closely the website answer all of the searcher’s questions, or the searcher will flit to another keyword.
Here are a few aspect s to bear in mind, when you set about making your ecommerce site SEO-friendly or you hire an e-commerce web design company to carry out that job for you.
Keep your search for the right keywords on
The importance of the right keywords in your web content cannot ever be overemphasised. “It’s about finding the RIGHT keywords to target that will ultimately result in higher conversion rates and an increase in sales,” says Allison Kynion, in an article for a web design agency Outerbox.
The checklist that Kynion suggests in her article, cover the following:
That good keyword research is important to get results is underscored by a research done by Optify, according to which “websites ranked number one received an average click-through rate (CTR) of 36.4 percent; number two had a CTR of 12.5 percent; and number three had a CTR of 9.5 percent.”
Another study by Gabe Donnini at Marketing Land, reported by Neil Patel ofof Neil Patel Digital is Optify’s findings that revealed that “the share of impressions coming from the first position is almost double that for the second position, truly illustrating the value the first spot holds.”
Patel in his piece The Ultimate Guide to SEO for E-commerce Websites,recommends that you keep close tabs on the keywords that your competition is using, as that will give you a head start in the game. In addition, he suggests that you find different keywords for your Home, About and Product/Services page, relevant to those subjects.
Google has a free AdWords Keyword tool but, Patel recommends that you don’t choose a keyword that “too broad or generic,”
Otherwise it can result in “keyword cannibalisation.” For blogs, Patel recommends ‘Long Tail” keywords, which can be topic for another blog – so watch out this space.
Also study your competition’s site architecture
Ask yourself – what is their navigation like? How deep do their links go?
Patel recommends that e-commerce stores should pay close attention to architecture details on:
However he also sounds a warning – “If your competition is a very bid brand, with a very complex site architecture,pages buried very deeply in the architecture might not receive enough link juice to be visible in search engine rankings,” he cautions.
Develop a clear ecommerce SEO strategy
Experts recommend that you bear the following in mind before sharpening your fail-proof ecommerce SEO strategy:
The equation is pretty simple, explains Crazyegg:
The site gives many clever tips for improving your CRO, ranging from as simple as using a Call to Action Button like
To more complex strategies, such as use of forms, conversion funnel, Multivariate testing (MVT), A/B testing and several more. The top benefit in using these strategies is that you would be taking advantage of your existing traffic without upping your ad spends.
Last but not the least – don’t lose focus on content marketing
Although ecommerce sites don’t use a lot of content, they have more product descriptions but in practical terms, though description pieces can also be converted into powerful conversion tools with a clever use of keywords.
Use of interactive mobile appsand videos could be another clever strategy of engaging your buyers. On a food retail site, for instance YouTube recipe sharing videos can dramatically improve your CROs.
Different strategies work for different retailers. Search Engine Journal recounts following two worthy case studies that will drive home this point better:
Both sites make very creative use of content as a tool to drive conversions on their ecommerce site, that no ecommerce web design companyworth its salt would be revealing, but we at Litmus Branding believe in ideas sharing.