Marketers have always faced the same basic challenges, starting with this one: Before you can even start the process of closing a sale, you have to get customers into your store. This holds true even today, in the age of ecommerce. The difference is that, instead of attracting customers to a physical location, the marketer’s job is bringing them to the virtual storefront, which is to say the ecommerce website. The way to do this is through SEO—but what are the best strategies for optimizing a virtual store?
There are a few different approaches, including technical strategy, content strategy, and link-building strategy. A truly modern and effective approach will encompass all three.
Technical Strategies for Ecommerce SEO
On the technical side, there are a few strategies we recommend.
Page speed. Nobody wants to sit and wait an interminably long time for an online store to load, least of all those who are using their mobile devices to quickly buy a product. Ensuring fast loading times is essential.
AMP. Speaking of which, this speed-enhancing coding language will soon be available for ecommerce sites, and will surely be essential.
Rich cards. Provide an easy way for search engine users to glean information about your products. Rich cards can help make your search engine listings truly pop.
Schema. This is another critical way to optimize the search experience. Schema is a technical markup that can embed product information within a search results page, meaning that customers can learn about your products before they even click through to your site. This is exactly the kind of user experience enrichment that Google loves and values in its rankings.
Content Strategies for Ecommerce SEO
Content strategy is also key, and there are a few ways to handle content creation effectively.
Unique content. Ensuring unique wording on each page—not just standard boilerplate—provides fodder to the search engine algorithms.
Naturally optimized keywords. An even-handed approach to keywords can help guide you in content creation. Avoid keyword stuffing!
Calls to action. Including a strong call to action on each page can help you reduce bounce rate—a key SEO signal.
Link Building Strategies for Ecommerce SEO
Link building is the final piece of the puzzle—and here again, we have a few strategies to recommend. We’ll be a bit more general in this section and simply urge marketers to eschew old-fashioned link building techniques, including link buying, in favor of a more efficient and modern approach: Leverage targeted social media ads and email marketing to get in front of influencers to get links naturally.
Conclusions About Ecommerce SEO
What marketers need to remember above all else is that getting customers to the virtual storefront is of paramount importance, and this requires a robust SEO strategy. The tips listed here will provide a blueprint, but a comprehensive SEO strategy can be even more effective. Start the process today by contacting us at Sefati Consulting Group and asking about our ecommerce SEO services.