As you seek to make your online retail store more successful, it’s crucial to know the basics of e-commerce SEO. In a new blog post, we’re sharing some invaluable strategies about optimizing page speed, improving user experience, and ensuring that individual product pages deliver maximum results. To learn more, check out our latest post, and reach out to our e-commerce SEO agency with any questions you might have.
3 Ways to Improve Your e-Commerce SEO in 2021
For years, experts have been heralding the rise of online shopping, all while painting a dismal picture of brick-and-mortar retail. If anything, these trends have likely been expedited by the COVID-19 pandemic. Simply put, many of us are trying to stay in as much as possible, and would prefer shopping from the safety of our home rather than venturing out to a retail location.
This poses a major opportunity for online retailers; to take advantage of it, though, you’ll need to employ the right e-commerce SEO strategies, which can help ensure your store is “seen” by the right shoppers.
Sefati & Co is a leading e-commerce SEO agency, and we have three tips for online retailers heading deeper into 2021.
How to Improve Your e-Commerce SEO
1) Improve your page speed.
One of the core SEO metrics is page performance. In short, nobody is going to want to spend much time on your e-Commerce site if it’s loaded with pop-up ads, if it crashes browsers, if it doesn’t offer the appropriate level of security, or if it takes a million years to load. Google is well-aware of this, and will issue SEO penalties for sites that do not perform well.
Page speed is one of the most important components here. You need your page to load efficiently so that you don’t try the patience of your shoppers… and potentially risk them abandoning your site for a different retailer. (You want to aim for a page load time of no more than three or four seconds.)
You can test your website speed by using the resources below, which also provide some detailed strategies for optimizing your page speed.
Google PageSpeed Insights can be found in your Google Search Console. It gives you plenty of actionable information about your website’s speed and performance, and specific insights on how you can improve your website’s load time.
Another tool recommended by our e-commerce SEO agency is WebPageTest, which does a scan that also supplies you with additional insights on your website performance and how you can improve.
Tools such as these can help you diagnose any problems with your website load time, and furnish your Web developer with actionable insights that can help enhance the user experience.
Speaking of which…
2) Improve your website user experience (UX).
Page speed is just one component of the user experience. There are many other ways in which you can guarantee your website visitors enjoy seamless navigation and ease of use. Again, this is a significant factor in your SEO rankings.
So as you wonder how to do SEO for an e-commerce website, why not begin with some of these UX basics?
- Remember that, for e-commerce, simpler websites tend to work much better than ones with heavier or more complex designs.
- Let your products’ pictures be the visual of your product pages. Avoid other distractions.
- Include product-related videos whenever you can (demos, how-tos, etc).
- Design for mobile-first. A majority of your customers are visiting your website via their mobile devices, so your designs should be mobile friendly.
- Avoid pop-ups and pop-unders. They are annoying, bad for user experience, and bad for SEO. Just look at big brands such as Amazon and Nike: Do they have pop-ups?
- Make it easy for users to navigate through your website. Make sure you get that site taxonomy in place correctly.
- Include a search button on your website so users can find content and products easily. Locate the search function somewhere prominent and visible.
- Follow other e-commerce websites’ best practices. (Look at Amazon; they are light years ahead when it comes to user behavior and user experience, and they have plenty of lessons to teach.)
3) Improve product page content
Here’s one final piece of advice from our e-commerce SEO company. Many retailers obsess over their homepage, but it’s really the product pages you should be obsessed with. After all, your whole mission is to sell those products, so it makes sense that you would want product-specific content to be fully optimized.
- SEO Optimize your product pages fully!
- Ensure product pages are optimized for SEO.
- Include both short- and long-tail keywords as naturally as possible.
- Use long-form content. You can have a brief description of the product but with the option of learning more below the fold.
- Make sure product pages are optimized for users, too.
- Focus on easy-to-read content with short, digestible sentences.
- Include some bullet points highlighting the product features and benefits.
- Optimize for sales: The product content needs to sell!
- Include compelling reasons why customers should buy your product now (as opposed to later).
- Offer some good promotions whenever possible.
- Place prominent CTAs.
- Ensure product pages are optimized for SEO.
- Don’t neglect future customers. eCommerce marketers and operators tend to focus heavily on customers looking for a product now, but they lose sight of future customers. Creating informative content on your website and optimizing it for SEO can help you gain organic traffic at earlier stages of the consumer journey, including curious shoppers who may convert into paying customers down the road. A blog is a good place to start.
- Engage in natural link building: Link building in an appropriate way (that is, link building that doesn’t violate Google’s link scheme guidelines) must be an ongoing effort for any e-commerce company. There are a wide variety of places where you can seek links, including each of the following:
- Your vendors
- Your partners & resellers
- Reputable niche directories
- Influencers and brand ambassadors
- PR efforts
- Getting creative
Ready to Work with an e-Commerce SEO Agency?
As you seek success in your e-commerce venture, getting the SEO right is critical… and clearly, there are numerous opportunities for improvement, refinement, and growth. To take advantage of these opportunities, consider hiring an e-commerce SEO company, like Sefati & Co. We have ample experience working with online retailers and delivering outstanding results. We’d love to tell you more; reach out and make an appointment with Sefati & Co at your next opportunity!