In of itself, SEO is by far the most difficult of all digital marketing strategies to execute. Search engine optimization has a number of buckets ranging from technical and onsite SEO, blogs, and link building . But ultimately all of these channels have one primary objective: to convert organic traffic into sales. That said, converting organic traffic into sales requires a process with a number of steps, and when the business model is an ecommerce one, this endeavor is twice as challenging (if it is to be done right). Whether you intend toinvest in SEO for ecommerce with a digital marketing agency, or train your internal team to manage the strategy, this article will help you by pointing out areas of focus that simply can’t be ignored if you hope to get the best revenue-generating results.
1. Ecommerce Keyword Research
When doing SEO for ecommerce, you will need to define the main keywords you will optimize your webpages with, as well as implement into technical SEO efforts. If you do this wrong, one of these two things (or both) will happen:
- You will target keywords that are too difficult to rank for, and you won’t rank on page one
- You will rank well for keywords that don’t convert to sales
Both of these outcomes are not ideal and will prevent you from attracting organic traffic likely to convert into dollars. This is why keyword research is so crucial, and why you should focus on keywords that are easier to rank for, have a respected search volume, and that are likely to convert traffic. Factoring buyer intent (aka “commercial intent”) into your keywords is going to help improve the quality of that traffic, and as you start building these things, your ability to rank for the harder keywords will start gaining traction naturally.
2. Titles, Tags & Meta Descriptions
Page titles and H tags play integral roles in helping Google’s search engine crawl web pages so it can understand what the content is about, who its intended for, and what types of problems it strives to resolve while also understanding its specific solutions.
Meta descriptions don’t play a direct role in SEO for ecommerce, however, it plays an indirect role. So long as the description accurately describes what’s on the page, while staying within character limitations, and providing a solution to a specific need most likely to reflect the searcher’s buyer pain.
3. Product Description Optimization is a Must in SEO for Ecommerce
If you are like most ecommerce businesses, you have scores of products, and many are similar. Whether you are dealing with color, size, features, or other singular differential subjects, any solid SEO for ecommerce strategy will find a way to make each entirely different that that speaks to its target buyers. Be sure to follow these guidelines:
- Product descriptions should shoot for 150-200 words
- Use target keywords, within the right context, and use variations
- Try ranking these product pages
- Link within the product description back to the primary product page / pillar page
- Link blogs to these product description pages using an anchor text that has contextual value using one the product description’s longtail keywords within the anchor text.
- Create a cluster of blogs that link to each product description, thus treating it as a secondary pillar page with a micro cluster.
Be sure to showcase the product as a solution to a buyer’s needs (materials are 100%, hypoallergenic, easy to care for, fun for the entire family, etc).
Follow these tips and you will see an influx of organic traffic, that is higher quality, that ushers in an increase in conversions, and simultaneously your domain authority and rankings will be on a healthy upward climb.
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