Ecommerce Strategies for The SEO Beginner
July 9, 2018
Ecommerce started out small with companies such as eBay paving the way for mega internet giants like Amazon to break the glass ceiling. Now, it seems like you can buy just about anything over the internet, and any company which doesn’t provide goods or services online is missing out on potential sales.
Search engine optimization helps businesses improve their rankings on search engine query results listing through sites like Google and Yahoo, as well as video streaming site searches like those performed through YouTube. Experts in the SEO field help companies do this by improving site content quality, user accessibility, loading speeds, and a variety of other changes. If you own an ecommerce business or are considering bringing your company to the digital world, here are some SEO strategies for beginners.
Title Your Pages
To make your pages easy to find and for users to better understand what they are clicking on, all pages should have titles. Each title you use should be unique to that page, short and to the point, and accurate. Remember, you’re essentially explaining what information will be available to an internet user when they click your link, so it must be informative but brief. For example, a home page can include the name of your company, and then a brief introduction to what your company does, and what’s available through the homepage. An example might look like this:
Earwax Away – Ear wax remover tool you desperately need in your bathroom.
Learn more about this innovative earwax removal tool and how it can change your daily hygiene routine. Never find yourself with itchy or plugged ears again.
Other pages throughout your site might have lengthier titles. For example, a blog post dedicated to the above fictional tool might look like this:
Best way to use Earwax Away tool before a hot date
July 7, 2018 – If you’re heading out on the town with a new love interest and want to look your best, don’t neglect your ears! Earwax build up can be uncomfortable and unsightly…
You can see how the titles make it easy to understand what’s going to be on the page before you open it. It describes it briefly both in the title itself and the following snippet. Google uses this information to determine how relevant your site is to your brand and product, and consumers use this information to decide whether this product is for them before opening the page.
Use Internal Links
Unlike external links, which take a consumer away from your page to another site entirely, an internal link simply transports a user from one page in your site to another page in your site. This helps keep the consumer on your website but generates clicks which Google can count toward site traffic and ratings. These internal links also act as navigation tools, which are extremely important; not only for internet users, but for search engine crawler bots which travel your site to determine whether it ranks highly against other similar contenders.
When your site is being ranked against similar site owners in your industry, crawler bots use information such as how easy it is to navigate, how genuine the content is, whether any content seems spammy or fraudulent, how quickly your content loads, and other information. The criteria which search engine optimization is judged by is determined by search engine algorithms, a set of rules designed by search engines to weed out bad seeds and improve user experiences.
Mobile Friendly Browsing
Over the past 5-years, users have become increasingly reliant on smart phones and other mobile devices for internet browsing and shopping. When your website isn’t designed to accommodate these devices, you run the risk of missing out on potential customers. Over the past 2-years, Google has cracked down on mobile first indexing, making search engine optimization a more mobile friendly zone.
If your site isn’t yet outfitted to suit the needs of those on tablets and smart phones, consider optimizing images, removing imbedded videos in exchange for third party streaming, and formatting fonts and borders to fit within the screens of most mobile devices. Some businesses choose to have two sites which automatically load depending on the type of device they are being viewed through. Desktop users are transported to one page, while mobile viewing happens elsewhere. This allows for a more interactive site for desktop users, but also requires more work and upkeep than one site alone.
Make Content Easy and Aesthetically Appealing to Read
Nobody likes squinting at a screen, scrolling around to figure out which subheading they’re looking at, or having to scroll through long sections of content before finding a heading. When you create and post content to your ecommerce site, a great tip is to make that content user friendly to find and read.
Keep paragraphs short and on point and use headings for each different point. To further increase aesthetics and navigational ease, use H1, H2, and H3 heading types to differentiate what users are looking at. You can also use bold and underlines to highlight a title and point out individual headings for pages and paragraphs.
If you’re still not sure where to start on your search engine optimization journey, keep an eye on Google for posts about algorithm changes and updates. The best way to determine what you should be doing to increase your business’ ranking is by monitoring at the source. There’s no one algorithm which explains how google chooses rankings, but by following as many as you can, your site is sure to make its way up there.