The goal of an e-commerce site is to be visible, in order to obtain traffic, and thus, boost its conversion rate. Obviously, Magento Ecommerce Agency or ecommerce Development Company teaches us on a large number of parameters to be taken into account when proposing its products on the market: the price of the product, its availability, the demand of the market, the presence of competition, etc.
Nevertheless, here, it will be question of SEO: what is the interest of optimizing, on a technical level, the structure and the contents of its site?
You have created your online store. You followed our advice to promote your site and generate your first e-commerce sale. At this point, you’ve validated your concept, and you’re looking to go to the next level: generate a steady stream of sales each month.
As the owner of an online store, your growth will depend largely on SEO. It’s by taking advantage of SEO’s customer acquisition advantages that you’ll be able to build an online store that can withstand the changes in e-commerce and continue to be profitable for years to come.
SEO for new e-traders
The acronym SEO is derived from the phrase Search Engine Optimization in English. In French, we talk about optimization for search engines.
The term SEO is also used in the same sense. SEO is essentially used to communicate with search engines like Google and Bing. A site that is properly optimized for SEO can be easily scanned by search engines. More importantly, it’s the SEO that allows search engines, smart machines, to understand what a site is about.
The factors that impact SEO are very numerous and sometimes unclear, it is possible that you feel overwhelmed by the interest in the question. Worse still, some SEO initiatives, such as creating a good backlink profile, may require weeks of sustained effort – but the results are not always there.
Understand the challenges of SEO first
SEO is a complex concept that raises so much controversy in the arena of e-commerce. It allows approaching the dream of any e-merchant: an online store powered by a free source of qualified traffic from search engines.
But SEO is evolving at an alarming rate and even the most savvy e-merchants can feel overwhelmed by the ceaseless updates of the search engines.
Evolution of SEO
While it was still possible a few years ago to play tricks on search algorithms, the vice has tightened around manipulative SEO techniques.
The main SEO techniques that seem to stand the test of time are those that unfold in a natural way, since they are not based on repetitive patterns that can be automated through software.
The experiment must be accumulated in the field through an experimental approach. An SEO strategy that allows you to achieve concrete results can therefore be considered a major competitive advantage.
SEO: a source of customer acquisition to tame
As there are not a thousand and one ways to drive traffic to an e-commerce store, and online lead acquisition sources remain limited, it’s important for any e-commerce provider to spend time and efforts to implement an effective SEO strategy.
In their entrepreneurial journey, e-merchants quickly understand the need to find profitable sources of customer acquisition to continue making their online sales profitable.
But the choices available to them are not numerous. They can be classified into two main categories:
• Paid Customer Acquisition Initiatives
• “Free” customer acquisition initiatives
Paid Customer Acquisition Initiatives
In short, this is paid online advertising and promotional initiatives that cannot be deployed without spending money.
Paid advertising generally refers to pay-per-click or PPC advertising.
Paid advertising is very useful for testing concepts and obtaining results in an immediate manner.
With respect to other paid promotional initiatives, those that stand out for their effectiveness involve collaboration with influencers.
“Free” customer acquisition initiatives
Regarding “free” customer acquisition initiatives, we will focus primarily on SEO. But in general, all these initiatives are focused around content marketing, which cannot be effective if the optimization of SEO is not at the rendezvous.
SEO Optimization: SEO Tips to Get More Traffic
According to a recent SEMrush study of the organic ranking factors that have the greatest impact on position in search results, three ranking factors have been found to be particularly important:
• On-site time
On-site time refers to the average amount of time a visitor spends exploring your website. When the on-site time is high, Google considers that your site offers relevant information to users. Here are two tactics to increase on-site time while improving the user experience:
• Pages per session
The Pages per session indicator refers to the average number of pages that a user visits when visiting your e-commerce site. This indicator tells Google about the relevance and quality of the content and information you offer to users. By increasing the pages per session you will have a chance to compete effectively with a ton of competitors who are also looking to generate free traffic.
With this in mind, here are some SEO tips that you could quickly implement to increase pages per session:
• The bounce rate
The bounce rate refers to the percentage of visitors who leave your site after visiting only one page: the page they initially landed on. A high bounce rate shows that your site is irrelevant. When a visitor leaves your site prematurely, Google considers the content and the information provided there to be poor.
Here is the main SEO tip on which you should focus to decrease the bounce rate of your e-commerce site and improve your SEO:
These 3 factors rank respectively second, third, and fourth in the list of the 17 most powerful organic SEO factors – the first position being occupied by “direct visits” that are counted when the visitor types the URL directly: a site in the browser bar without going through the Google search page.
Here are some savvy Tips to Consider
Install a results suggestion feature in the search bar
An effective way to increase the time spent on your site is to set up a results suggestion feature in your search bar. When visitors want to search for a particular item on your site, they may not always know the exact terms they should use.
If results suggestions start to appear in real time as visitors type in their query, it is very likely that the visitor will spend more time exploring the different products you offer. This tactic offers another major advantage.
Your visitor sees all kinds of relevant product suggestions that might interest him in addition to the article he was originally looking for. In other words, this is a subtle cross-selling tactic that works in an automated fashion, 24/7. Prospects could end up buying more, which could increase your average basket.
Better yet, visitors spend more time on your site, you meet their expectations, and Google reward you in return by improving your organic rankings.
To further optimize this initiative, try setting up a feature that also displays a thumbnail next to the suggested products. Thumbnails visually represent the suggested products and can therefore increase click through rates.
Embed Non-YouTube videos into your content
To encourage visitors to spend more time on your site by always adding value, nothing can beat the visual content. The video format in particular makes it possible to effectively capture the attention of visitors.
That said, it’s not by embedding in your pages YouTube videos created by other users that you will get results.
Try creating unique videos hosted on video platforms known to be more professional, like Wistia, and showcasing them through eye-catching video coverage.
For example, you could start by testing this approach: offer a video version of a small portion of your content that deserves to be represented visually. Here are some ideas for more inspiration:
• If you sell clothes, think lookbooks in video format.
• If you sell food supplements, create a 2-minute video that explains the benefits of the food supplement highlighted.
• If you sell smartphone accessories, create a high-definition video that shows your product on a white background or in close-up, from all angles, to maximize its appeal.
DSLR cameras are today sold at a very affordable price. They make it possible to film video sequences in HD, and any self-respecting e-shopkeeper must master the video shoot in high definition to have more leeway in e-commerce marketing.
Optimize your internal mesh
The internal mesh refers to the organization of internal links in your website. To show that your content as a whole is relevant, you should try to link links between pages on your site whenever there is an opportunity to redirect the user to a complementary resource.
For example, if a visitor consults a product page that highlights a “beeswax-based organic shampoo”, it would be wise to insert strategically in the page some links that lead to complementary product pages. , like the page of a “shower gel containing beeswax”, or that of a “moisturizing cream containing beeswax”.
You could also add a section that displays clickable thumbnails of related products displayed as suggestions. These links will encourage visitors to view multiple pages each time they visit your e-commerce site as long as the relevance is there.
You can see in the example shared above that the example suggestions all repeat the phrase “beeswax”. Try to use the differentiator keyword as an anchor by repeating it in the hyperlinks of the same product page to increase the relevance of your suggestions.
Create a blog
The content you publish must above all bring value to visitors. Your content could bring value in different ways, including: To encourage visitors to spend more time on your site, you could create a blog. Your blog should be interesting, and it should naturally be closely
• Help prospects solve their pain points
• Present tutorials and practical guides
• Entertaining visitors one way or another
• Share interesting statistics and studies related to your niche
For example, if you run an e-commerce food supplement site, you could share studies on your blog that demonstrate the clinically proven benefits of the supplements you sell. You could increase the perceived value of your offers by supporting each product page with an article or guide. It’s these kinds of initiatives that will allow you to differentiate effectively and position yourself as an expert in your niche.
Include your keywords in the first part of the title of your page
We will assume that your page is relevant. If you sell an unbreakable smartphone shell, the page you are going to create will obviously highlight a very durable shell. But, the words you use in your content can create confusion and frustrate visitors.
Today, online shoppers scan the product page they are landing on at a glance by scanning the title and subtitles of the page. With this in mind, you should always include the exact keywords that you target across your page in the title tags of your content (H1, H2, etc.).
More importantly, try to put the keywords in the first part of the main title of the page.
To continue with our previous example, if you sell an unbreakable hull and you actually target the keyword “unbreakable hull”, here
some H1 titles to consider:
• Unbreakable shell for smartphone: 3 hulls less than $22 U.S.
• Your shatterproof rubber shell made of ultra-resistant rubber delivered within 1 working day.
• And here are some titles that should be avoided:
• Ultra-resistant smartphone case: the strongest models
• Smartphone protection: the best-selling models
Of course, you will have to perform tests to find the variants that prove most effective and not based entirely on assumptions.
Evaluate the results of your SEO efforts
Implementing these SEO tips is not enough. You have to not only follow the results of your SEO efforts, but also perform new tests when the desired goal is not achieved.
Tracking SEO performance indicators
As part of this article, your 3 SEO performance indicators will obviously be: On-site Time, Pages per Session, and Bounce Rate.
You will be able to follow these indicators using an analytical tool like Google Analytics. The tool is free and very powerful. You will need to install Google Analytics on your website if you have not already done so, and you will also need to enable e-commerce tracking through the tool’s interface.
Note: To be able to create a Google Analytics account, you must already have a Google Account (this is the case if you have a Gmail address).
The reports on Google Analytics will allow you to evaluate the 3 SEO performance metrics discussed in this article, and more importantly, compare them week-to-week to see if your SEO optimizations are useful.
Ideally, after implementing the SEO tips presented above, you should see:
• An increase in on-site time compared to the initial values.
• An increase in Pages per session compared to the initial values.
• A decrease in the Bounce Rate compared to the initial values.
To avoid getting tangled, you should organize your data into a spreadsheet, such as an Excel sheet. You should write the initial pre-optimization values on this sheet, and then create columns that will host the values collected each week after optimization.
For better visibility, you could of course create from these data a graph that details the evolution of the trend for each performance indicator over 1 or 2 months, for example.
If you do not see any improvement after implementing these SEO tips, do not give up. These SEO tips are part of an experimental approach.
You will need to test different variants of the SEO tips that we have presented to find the optimizations that allow you to get the best results. For example:
• Test different colors for hyperlinks.
• Test different sizes of thumbnails for the suggested products.
• Change the position of the “Blog” navigation tab.
• Test different places to embed videos in your content.
• Test different video coverage images.
• And so on.
Rick Tofflemire is the Manager of Sales and Business Development at Cktechconnect Inc. Rick’s I.T background and knowledge of current trends in the marketplace ensure that our clients stay up to date on the constant changes in online marketing. Since its inception in 2009, Cktechconnect Inc. has helped dozens of business and associations with focused, successful, dynamic multimedia marketing campaigns.
Connect with Rick on Twitter – @cktechRick