The eCommerce space is quite competitive. Keeping pace with regular search engine algorithm updates is critical for any online store trying to stay ahead of the competition. Search engine optimization is not static, and understanding its updates and trends is essential to optimizing any eCommerce site. This is why eCommerce SEO (search engine optimization) is the key to staying relevant in the online world.
Similarly, if you want your eCommerce store to be found organically on the web, you have to optimize its elements. If your store is ranked for the right keywords, you should be able to consistently drive traffic, convert that traffic, and achieve your sales targets.
Optimization rules continue to change and evolve, and without a robust SEO strategy, your eCommerce business will likely be capped. By focusing on what matters to your target audience and then delivering content elements that stay relevant should keep you connected to the most critical SERPs (search engine result pages).
You also need to employ the right eCommerce SEO tactics to help your business grow on the internet, convert users, and boost its bottom line.
SEO is essential for your eCommerce business for many reasons including –
- Optimizing your online store will allow search engines to display your products and services to potential customers.
- SEO will help you understand what users are searching for within your industry and what information they look for
- When your eCommerce store is optimized for search engines, it will help boost its visibility and rankings.
- Online stores need some unique optimization strategies to maximize their search traffic and convert visits into orders.
Finding relevance and visibility in search engines should always be the prime target for your eCommerce website. With new e-tail stores opening shops daily, you will want to consider the kind of tactics that give you an edge in the market and drive the right traffic your way.
Here are some of the SEO tactics for eCommerce in 2020 –
- Create Unique Description for Each Product
When you run an eCommerce store, chances are there will be hundreds or thousands of products in any category or listing. You might feel tempted to use the manufacturer’s descriptions for all of them. You should, however, not make this mistake because it could hurt your SEO campaign.
Search engines won’t like it much when you have similar content for products, and they can even downgrade your ranking. Also, if it costs some money and resources, you should always try to have a unique product description to add value to your optimization tactic.
- Seek Product Reviews for Your Products
Top eCommerce stores always try to give their consumers more information about products so that making informed choices is easy. You can follow in their footstep by encouraging your users to write reviews on every product they buy. The more users who leave a review, the more likely you are to convert prospects into eCommerce store customers.
Search engines love unique, high-quality content, and there are more credible sources than from user reviews. You can also expect a surge in sales by giving consumers more information about different aspects of your products.
- Keep Simple Website Navigation & Exploration
eCommerce sites that have simple navigation and easy exploration for their users achieve a higher ranking in search engines than others. Such sites give their customers a sense of ease in searching and finding products and information, or navigating from one place to another on the site.
That’s why online stores need to work on delivering an engaging user experience by having a site map that makes accessing things hassle-free. They should also categorize their product pages in a way that helps the users access sections smoothly.
- Benefit from User-focused Optimization
The days are gone when keyword-stuffed web pages had it easy and in search engines. Google has become stricter over the years through regular changes to algorithms and with a focus on improving the search user experience. Its latest algorithm model BERT for 2020, understands the context behind the use of any given keyword.
There’s more to search engines than just content; you also need to consider what the audience wants. eCommerce stores should develop content with user intent in mind, and they also need to pay attention to the buyer’s journey. This could be one of the top eCommerce SEO tips for your business to leverage and gain value.
- Combat Zero-click Searches
Your eCommerce website is not always going to be the final destination for site users. In many cases, a searcher might get all the information they need without actually clicking on one of the links. This is called a zero-click search. It should be your goal to drive people into your site.
To minimize the problem of zero-click searches, you should look to use the long-tail keywords that will result in clicks. Also, you can optimize the content on YouTube, Google Maps using keywords that have a higher CTR chance to become the magnet for more searches.
- Optimize Your Site Loading Time
The loading speed of your eCommerce website will have a significant impact on its SEO performance. If the site loads slowly, it will have less traffic and fewer conversions compared to those stores with faster loading time. You may need to compromise your desire to use high-resolution images and videos on your site with the cost of a website that loads slowly.
- There has to be a delicate balance between the quality of image and loading time.
- Reduce the size of the image but look to maintain the quality as well
- Seek Links from Quality Sources
Link building continues to be a solid SEO strategy for eCommerce websites. This involves working with other sites to post content that links into the content on your site. Search engines, however, don’t give value to low-quality links and prioritize quality over quantity when it comes to backlinks. Look for links from reputed or trusted sites from the industry to bolster your site’s position in search engine result pages.
With link building, consider a few things, including –
- Inferior or substandard links can harm your SEO prospects.
- Links from relevant sites can add value to your online store.
- Using black hat techniques or relying on dishonest practices for links can damage your reputation.
- Google can even penalize your site if it finds weak links.
- Incorporate features of Responsive Web Design
If your eCommerce store lacks responsive web design, it will fail to matter to mobile users in the same way as others would. A responsive design adjusts the page based on the type of device used to call up the webpage. Such web design can help improve the navigation, and when combined with a sleek user-interface, your store will give users a better user experience. Try to understand how customers carrying smartphones can open a whole new world of opportunities in front of your business. Consider employing a responsive web design to gain the trust of potential customers.
- Ensure Site Safety & Security
E-commerce stores need to be safe and secure for customers if they want to stay competitive in the market. They need to understand the ever-growing risks of hackers and the stealing of data and sensitive information. Plus, online stores must always be ready to have the right system and tools in place to face cyber-attack without losing customer data. That’s why your website must have HTTPS encryption and SSL certificate and follow trends for eCommerce SEO in 2020.
The best SEO tactics can help your eCommerce business earn a lot and propel it ahead of competitive sites. Adapt your optimization strategies to the specifics of your website, your industry, and your unique capabilities.
Dharmendra Tripathi – A Digital Marketing Specialist in the eZdia marketing team with over 14 years of experience working in eCommerce SEO, Content Writing, SEM, SMM, ORM, Branding, Presale & Digital Marketing.