Launching an e-Commerce business has been in the trends recently. With growing number of online sellers, the competition is fierce. The war of being on top in the search engines is something every e-Commerce company is eyeing at. However, to implement an effective search engine optimisation strategy for your e-Commerce website, the key is proper strategy.
The e-Commerce website, no matter on what platform it is based on, be it Magento, Prestashop, BigCommerce, Shopify etc. is composed of pages such as Home page, category page, product page and several other pages. In the search engine domains, Google leads the spot. All the SEO actions that need to be performed need to focus on how to beat the competition there. To be in top 10 search results in Google is the key to successful SEO strategy. To accomplish this, e-Commerce sites are taking all the advantages of advanced SEO tools to beat the fierce competition.
Increasing the organic reach – the main goal:
Increasing the traffic on the site to increase the number of active transactions which in turn boosts the ROI is the primary objective of every e-merchant. To accomplish this while keeping the costs low is also required. In order to persuade the visitor on your site to make a transaction, you need to bring in a rigorous strategy. This also depends on the UI/UX of the website. Implementing the strategy is simply not done. You need to monitor it constantly to take prompt actions accordingly. This in turn will boost natural traffic to your site and you will see increased conversion rates.
This is attainable by following the two basic steps:
1) Choosing the right e-Commerce CMS platform as per your needs. They come loaded with all the desired features. The best part is that they are SEO friendly and tend to naturally attract the visitors organically.
2) Implementing a successful SEO campaign consistently boosts sales. It also helps in achieving a top name in its field.
In this blog post, we will be providing guidelines which will not only boost the productivity but it will also help you in growing your online business.
Step 1 – Understand the value of keywords
A keyword is a search query that users search on the internet. It can be a single word query or two to three word query. In order to reach the targeted customers, e-merchants need to dwell deep into the buyer’s thinking process. Say for example, a person looking out for buying furniture would search for ‘ buy furniture’ whereas a person looking for building a table would search for ‘building a table’.
The search engines search out for the most relevant sites which would help the user get the information in the best possible way. The idea behind the search engines is to make internet search user friendly. If the user is not able to get the relevant information, the user will click the back button resulting in increased bounce rate.
For this reason, your website pages should contain the relevant keywords that internet users search for. This will lead to higher number of visitors and more purchases on your site.
If this is not considered, the search engines will not be able to send in likely prospects your way resulting in downfall of your e-Commerce business.
Step 2 – Choosing the right keyword – Five step approach
Once you have understood the importance of keywords, choosing the right ones is the next big decision to make. The majority of searches consist of 2 or 3 words with only a small number consisting of a single word query.
Following steps would help in selecting the right keywords that fit your needs:
2.1 Create an initial list of your products
This step is crucial in determining the actual keywords your site requires. Make the list specific enough to narrow down the keywords. Make sure to include at least two words per keyword. The words like ‘dress’,’ furniture’, ‘shoes’ etc are not specific enough. Consider these instead ‘wedding dresses’, ‘running shoes’, ‘modular furniture’.
2.2 Refining the initial list
Now, the users are classified among the two categories. One who are looking for information alone, others who are actually looking to make a purchase. The goal of this step is to focus on the latter category. Consider the following when it comes to shoes; ‘Sports shoes’, ‘cheap running shoes’, ‘Nike shoes’, ‘Adidas shoes’ etc. These will narrow down the list of generic keywords and help in targeting the prospect.
2.3 Avoid off the topic keywords at all costs
Avoiding the keywords or brands that are not sold on your website is a harmful strategy as it will discourage the user to make a purchase even though they are tempted to visit your website. This will also hamper their interest of visiting your website in the future.
An example would be highlighting ‘Nike shoes’ even though you don’t sell them: The traffic to your website would be no doubt tremendous, but the users would be discouraged to make a purchase as the brand would not be present in your online store.
2.4 Never use highly generic keywords
As an e-merchant you would be tempted to use keywords that are searched probably 100,000 times t get that little traffic but this strategy is not good for your business. The effect of using generic keywords is as follows:
- They rarely lead to sales thus dampening your primary goal.
- It will reduce the effect of actual keywords devised using SEO strategy to boost visibility and in turn actual sales.
- Increased effort and time involved in managing the website content that targets specific keywords. Using generic keywords will drain you out of all your available, valuable resources.
A concrete example would be focusing on word ‘Nike’ alone. The word Nike is not useful as it s generalized. The brand is into several other product lines like sportswear, gym wear, shoes etc.
2.5 Target Keywords based on your region
The users looking to buy products the same day would look for sellers in their nearby region. Targeting keywords that are associated with the other cities in the country would bring in more visitors but will discourage them to make a purchase thus causing a negative impact.
Follow the general rule of thumb while choosing the right keyword:
Make sure to restrict the potential keywords to 200 or 300 of widely used keywords.
This brings us to end of part one of the effective implementation of SEO strategy for your e-Commerce business. The next part will focus on implementing the SEO strategy on the website pages for maximum impact.