E-Commerce SEO for Beginners

1. E-Commerce SEO for Beginners Audience Visible

2. 1. Right place, right time Online search is crucial throughout the customer lifecycle—from product discovery, to purchase decision to engagement and retention. If “search is king” then “retail sites are queen.” If you are an online e-commerce retailer, you have to do more than optimize your ecommerce site. You simply can’t ignore how you rank in the search engines for your key product, brand, and service terms.

3. Even when the purchase ultimately doesn’t happen online, 65% of consumers still research online before making their final purchase decisions in a brick-and-mortar store. This is known as ROBO (research online, buy offline). If you are selling electronics, appliances, autos, or apparel, then discovery and consideration practices do matter online even if the purchase ultimately happens at a retail location 90% of the time.

4. 2. Keywords are key It’s a great feeling to rank on the first page of Google for a competitive search term, but for pages that aren’t ranking well, you should consider a long-tail keyword strategy. First, you need to understand the shortcomings of broad keywords. Broad keywords tend to be very competitive, and it can take months or more to rank for them. They might also cast too wide of a net to capture your target audience effectively. It has been said that the “riches are in the niches.” This is where long-tail keywords come into play.

5. 3. Be a content machine One of the best ways to start ranking for your targeted keywords is by creating an informational blog. Once you do that, you can incorporate SEO into it by using keyword research to frame topics that proactively answer your customers’ questions. Marcus Sheridan does a great job with this approach. He is frequently featured online for answering questions about pools. He answers the questions that buyers were asking, but no one else was bothering to answer. In turn, he became an early digital rockstar for inbound marketing.

6. 4. Get organized Structure matters in PPC, and it matters for SEO too. If your content is scattered all over the place on your site without any real structure, you will be working against your other efforts to improve organic traffic. Search engines prefer structure when crawling your site. Put simply, it means that your most important content should be at the top of your site, and everything else should flow from that top-level infrastructure.

7. Don’t forget to link back to your own content, too. It not only helps Google better understand the structure of your site, but it also makes it much easier for visitors to find and share your content. If your audience has to work too hard to find your content, they will stop looking. E-commerce sites should not be more than three levels deep for site navigation. Any more than that and you will lose sales from poor navigation.

8. 5. Make your site faster than fast If your page load speeds are slow, potential customers will abandon your site before they ever see your products or services. Why risk it? Sites need to convert to survive. Recently, Google just announced that starting in July 2018, page speed will be a ranking consideration for mobile searches. Speed matters. It should come as no surprise. The benefits for mobile far outweigh the investment, in the form of a better user experience that will convert to higher conversions and sales. It’s easy to start testing for site speed, and you can’t afford not to. Use a free tool like Page Speed Insights to test your mobile performance, and then do the same for your web pages.

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