THE STRATEGY BEHIND EFFECTIVE SEO FOR eCOMMERCE – PART 1
Search engine optimization (SEO) is widely adopted as a means to gain online visibility and popularity. Using different strategies, techniques, and tactics, SEO can increase a website’s placement in the search results page of a search engine for greater exposure and relevance.
While there are different search engines out there, Google is by far the dominant player in the field. They are constantly looking for website pages that contain high-quality, relevant information about an individual’s search. The more pages they find related to that search, the higher a website ranks.
The good news is you have the power to make the most of your eCommerce site’s SEO by implementing a strong strategy that focuses on three components: content, usability, and engagement. By integrating these components into your site, you’ll give Google and other search engines what they’re looking for and, in return, they will rank you higher in searches and drive more customers to your site. Through a series of white papers, we’re going to delve into the intricacies of each component, starting with content.
Quality content is the number-one driver of your search engine rankings; it increases site traffic, which improves your site’s authority and significance. But quality content doesn’t just mean descriptive product copy; it also entails using specific keywords and terms on multiple pages, within links, and in file names in order to reach your intended audience. Let’s delve into these content drivers in more detail.
Keywords are the words and phrases that Internet users type into the search box of a search engine to find products and websites that match what they are looking for. They are integral to the success of your business, and learning how to research and understand keywords is important if you’re planning to be found online by anyone who is searching for related terms. When it comes to using keywords to optimize your eCommerce site and the products on it, you should consider their relevancy, search volume, and competitive ranking.
You always want to integrate the same keywords that Internet users are using to look for your website or products. There are keyword tools available from Google to help you with this research, but for more comprehensive results, Unilog offers web research solutions as part of their product catalog services. They provide comprehensive testing, analysis, and execution to offer the best optimization of organic search results for your business.
Your website should include a variety of keyword phrases, but be careful not to use too many broad terms. If the match is too general, like the example below, you will likely end up with a high bounce rate and low conversion rate due to people clicking through to your site and not finding a match to what they searched for in the first place. This is where long-tail keywords come in to play. Long-tail keywords are a series of words that are used less frequently than others, and that are more specific to your business context. They help point customers directly to your product, and improve your chances of getting listed for relevant search.
However, be careful not to create too many keywords on your site or Google will actually penalize you for overuse.
Rather, select keywords that are relevant to the topic of each webpage and strategically place them where they make the most sense. A good rule of thumb is not to exceed 20 keywords per page regardless of whether the ideal keyword density matches up with the amount of content. Think quality over quantity!
Common keywords: ink cartridges
Long-tail keywords: pigment-based color ink cartridges
The title, or main description, of your product should be detailed and include the exact name of the product. For instance, you may sell a product that is manufactured by different companies, or that comes in multiple colors, sizes, or finishes. If you use one general description for the product, your customers will have to click through or scroll down a lengthy search results list before finding the actual product they want. By clearly describing the product, using the manufacturer name and any specific attributes, you’ll ensure customers find the right product the first time they search.
Poor title: White Touch-Up Paint
Good title: Acme 500WP Touch-Up Paint, ANSI 001 White, 12-oz Aerosol Spray Can
Many vendors use the same product description that’s found on the manufacturer’s website. However, without providing a distinctive or more complete description, the product on your site won’t appear high in search rankings; it will rank low with all the others who use the same generic description. Original content is priceless because it gives customers the specific information they’re looking for in order to make a purchasing decision.
Unilog specializes in data enrichment services that incorporate external data from multiple sources to your existing data in order to enhance its overall value. This data-rich content can be used anywhere, anytime, and helps you stand out from the crowd.
Poor description: Extra-soft, tapered ear plugs
Good description: Acme® ear plugs are made of extra-soft, extra light foam. Their tapered shape fits easily in the ear canal, and seals gently and snugly without pressure. They’re so comfortable you’ll forget you’re wearing ear plugs.
Digital commerce sites can have hundreds, even thousands of product pages, but this doesn’t mean that the URL has to be complicated. A good, clean URL helps not only the customer, but also the search engine. You can improve URLs by removing any confusing numbers, letters, and special characters that appear by default in the browser address bar, and replacing them with a simple category, brand, and product name-based URL.
Poor URL: www.store1.com/18=?+dfu/sit*=?90dqbm
Good URL: www.store1.com/acme/wireless/gizmo/500x_blue
In summary, the content you include in your site – no matter how trivial it may seem – can make a significant difference in your search ranking. Useful, relevant content requires careful thought and research, but it will give you a huge advantage over your eCommerce competition.
Be sure to check out the next article in our series on effective SEO, where we discuss the power of website usability.
Unilog is a global technology company that delivers powerful, affordable eCommerce solutions for the B2B marketplace. Our cloud-based eCommerce platform and product data enrichment services help distributors, manufacturers, and wholesalers increase online sales, reduce cost to serve, and enhance their digital channel. Unilog is an ISO 9001:2008- and ISO 8000-certified company with North American headquarters outside of Philadelphia, PA and international headquarters in Bangalore, India. For more information, visit www.unilogcorp.com.