There’s no denying how the e-commerce industry has witnessed a surge over the past few decades. As delightful it sounds, it has also become increasingly challenging for retailers to generate new customers. With the entire landscape turning more competitive, online marketers can’t help but oblige relying on high-cost channels.
Nevertheless, SEO, unlike other efforts, has stood the test of time. When done right, it has always charted profitable avenues for e-commerce businesses of just about any size. And if you’re planning to start an e-commerce business, this blog is just for you. But before that, you need to have the right set of dedicated web developers to build your site.
In this post, we mull over three awesome SEO tactics that guarantee a win-win situation for your e-commerce business. Read on!
The magic of keyword planning
If there’s one organization that tries hard to keep up its sanity, it’s Google.
One can only imagine how Google has a bucket of challenges thrown every day with no less than at least eighty thousand users looking for relevant results via search queries, or more effectively known as keywords.
It is the quality of search results that directly impact Google’s business.
Broadly classified, the keywords make way for three groups, which in turn is dependent upon the user intent. They are namely Commercial, Navigational, and Informational keywords.
Let’s take a closer look at each kind. Simply put, commercial keywords refer to those search queries that are driven strongly by the desire of an individual to purchase a particular product. For instance, keywords like “buy health drink”.
On the other end, Informational keywords are governed by the need of an individual to learn or acquire a skill, like “How to play the piano”Lastly, we have the Navigational keywords that are directly linked to a specific brand or product line, say looking online for a GAP store nearby.
A research study depicts how more than eighty percent of the search volume is usually informational, while the rest is split between navigational and transactional. Thus, for Google to pull relevant results for specific search queries is a full-proof way to rank your business higher in the search engine.
More so, having a detailed keyword plan can brighten things up. Here’s what you need to do :
Categorizing your keywords
You will need to add your e-commerce store to a keyword research tool, like Moz or SEMrush for instance. Also, you will need to export the same keywords and do the process all over again for no less than three of your direct competitors. The data procured will help you to categorize the keywords as commercial, navigational, or informational.
A mix of high CPC and Volume
Once your competitor keywords are highlighted, you will be able to better understand the search queries for which they rank and your store does not. Keep them organized by taking into consideration the CPC and volume. The best approach to target these keywords is adopting a mix of high CPC, as well as volume. Doing so will usher high traffic and also boost your chances for a sale.
Using keyword prioritization models
Remember, there will always be a set of keywords that appear tempting, but are a tad bit tricky to rank for. Hence, you will need to adapt to working with multiple keyword prioritization models, as some give focus on volume and some on the degree of conversion. In essence, it all boils down to your preference and interests and how you optimize your site pages.
If there’s one thing that has contributed to the success of online retail giant Amazon, it’s their usability.
The usability of an e-commerce store alone can help impact customer experience. Regrettably, not many e-commerce stores realize this, and they continue to add unnecessary stuff to their site leading to confusing navigation, a complex checkout process, and overall a shabby user experience.
A research study depicted how more than fifty percent of customers actually succeed in making an online purchase. So, where does that leave us with organic traffic? Reportedly, Google has a strong rating system in place for user experiences. In turn, it has been helpful to boost traffic, as well as impact conversions, especially when inherent usability issues are addressed upfront.
To do so, it is recommended that you keep a track of your consumer behavior by adopting a few tools at your disposal:
- Session recording – Such tools can be programmed to record a session comprising random counts of visitors and track their activity around your e-commerce store.
- Qualitative analytics–Introduce feedback forms (pop-up forms at the end of the checkout page) and ask visitors to share their experiences.
- Quantitative analytics–. Always check your pages for the highest exit. Essentially, these are the pages where your visitors leave your site more often.
When you have such data in hand, use it effectively to address usability issues at places to positively impact the shopping experience of your customers.
Optimizing pages for search intent
The reason behind every search query is called the Search intent. In other words, it refers to the motive and purpose running the user’s mind as they type in the query.
When eyeing to boost your SEO efforts, it is of utmost crucial that one pay close attention to search intent. Google is known to consider the relevancy of a page to help its users. As such, optimizing your webpage to match the keyword or search intent of a user will invariably fetch your more traffic.
So, how do you go about determining the search intent of a potential customer?
- You start by analyzing customer nature– Observe the keywords to determine their purpose. Say, for instance, a search query with words like “coupon” or “sale” undoubtedly has its roots in commercial needs, whereas words like “how to” makes it an informational query.
- Analyze the CPC of a keyword–The math with CPC is simple. The higher the rate, the higher is the demand (increasing number of advertisers bidding for the same keyword), and likewise the cost. It’s a no-brainer how a high CPC has better chances for conversion. Usually, they are commercial search queries.
One of the most powerful doings for on-page SEO is to add the keywords in the Page Title itself. Also, as a general rule of thumb, you will need to reuse them effectively across selected pages. It is recommended to use a professional tool to figure out the keyword density.
Next, you will need to build your internal links across the pages with targeted keywords as anchor text.
Furthermore, you will need to consider the URL for a published page, carrying a 301 redirect. Don’t forget to add keywords to your alt tags keeping in terms with the compliance requirement.
So, you see, incorporating the right kind of SEO tactics to boost your e-commerce business doesn’t have to be challenging.
Playing by the rules and having the right set of tools at your disposal can usher in a befitting experience, and significantly boost your revenue margins like never before.