Does your business show up in the first position of Search Engine Results Pages (SERPs)?
… in the first ten positions?
… on the first page?
… above the fold?
A “no” answer to any of these questions means your site could get more traffic.
Increase organic traffic (traffic from search engines) to your website by focusing on Search Engine Optimization (SEO). Just a few ecommerce SEO tips can help move your site up the SERP.
SERP Position Matters
High SERP positions gain more traffic. Look at the “Average Traffic Share vs. Google Result Page Rank,” from Chitika’s Online Advertising Network.
The first 15 positions attract more than 95% of the traffic share. Beyond position 11, pages receive less than one percent. Even ranking fourth brings in less than nine percent of the traffic.
You need to have one of the first positions. Otherwise, you may never be seen.
8 E-commerce SEO Tips To Help Grow Your Business
Changes to your ecommerce SEO habits can improve your storefront. These tips on your e-commerce site can help it rank higher.
1. Cater to Customer Personas
Search engines rank pages, but people read and view your content. Write content that appeals to your customer personas.
Content draws and holds people. Content relevance, average visit length, and engagement improve page rank. Persona appeal brings in visitors and keeps them engaged.
Look below the image results, at Raincoats for Women’s first-ranking title (blue text: “Red Rubber Raincoat – YouTube”). Despite an undescriptive snippet (black text), it leads to a simple, yet complete, video tour of their red rubber raincoat’s quality features. Its clean, colorful images, a young model, and upbeat music appeal to probable buyers.
2. Shorten Titles and Descriptions
SERPs limit space for titles and snippets. For example, Bing allows 65 character page titles. Look at the titles (blue) and snippets (gray) from its SERP for the phrase, “red rubber raincoat.” Bing cut the first title from Weiku short.
While Sears’ and Pinterest’s snippets contain complete text, Bing truncated Weiku’s description because of its length. Keep your message within SERP limits for quality user experience.
3. Front-load SEO Titles
Regular internet users scan SERPs quickly, reviewing a few words of each result. If your page SEO title reads:
“Find discounted, high quality, fashionable rainy day red rubber raincoats that will make you want to go out on a rainy day. Think Red Raincoat Room!”
Busy internet readers at first glance may only see, “Find discounted, high quality, fashionable rainy day”. The main term they searched (raincoats) not being, in the beginning, may cause them to click on someone else’s link. Instead, write:
“Buy Red Raincoat Room’s red rubber raincoats for quality rainy day fashion!”
Scanning quickly they will see your online store and your product. SEO experts front-load SEO titles. Tools, like Yoast, even provide front-loading reminders.
4. Keep Titles and Descriptions Accurate
Have you ever clicked on a link that leads you to an unexpected, spammy landing page? People dislike being tricked, and search engines penalize it. If you sell red rubber raincoats, write about red rubber raincoats.
5. Simplify URLs and Slugs
People like snappy SEO titles on SERPs. For example:
“Red Rubber Raincoat for Your Romantic Rainy Day Rendezvous,”
This might earn a click over other. Entice humans with emotional titles, but simplify machine-read URLs and slugs. A slug-like, “red-rubber-raincoat,” ranks respectfully.
6. Invest in Meta Descriptions
Search engines read the code. Even if your e-commerce site copy contains all of your keywords, meta descriptions help crawlers.
Plugins, like All-in-One SEO Pack and Yoast, help get meta descriptions in place. They prevent redundant, verbose, back-loaded, and keyword-poor descriptions too.
Invest time and effort in your meta descriptions. If your title stops a viewer, your meta description may prompt the click. Unconvincing meta descriptions lose uncertain viewers. Look at results from a Shopzilla SERP.
The meta description length exceeds the allotted space, but it invites, right up front. Parents looking for red rubber raincoats read, “Keep your child dry and comfy in the rain!”
7. Use Social Media
Businesses use social media as an ecommerce SEO mechanism. How? They create social media traffic to their product pages, which search engines reward as traffic from social media.
Link interesting Facebook content to your store, and encourage your visitors to share or tweet your storefront. This boosts page rank.
People that share your products on social media build social proof. Sharing your product link to social media tells the person’s friends that they trust your business.
Place social media buttons prominently. They should openly ask visitors to perform your call to action to share, like, tweet, or follow your page.
8. Focus On Customer Personas
Suppose that a raincoat store caters to three distinct customer personas:
- The fashionable customer who wears raincoats to make a statement
- The practical customer who buys raincoats to keep her children dry and comfortable
- The business customer who buys raincoats for color-coordinated ceremonial business events.
If they all land on the same landing page, two of the three might not take the time to find their persona-specific content below the fold. They bounce out and look elsewhere. Reduce bounces with simple, clutter-free pages catered toward the specific customer personas.
Search engines penalize high bounce rates. Avoid busy sidebars, links to unimportant pages, and excessive or above-the-fold advertisements.
Always remember to focus on your e-commerce site’s SEO. Successful e-commerce businesses build their organic traffic through proper planning and strategies. Investing in your SEO can earn you steady, reliable organic traffic, too!