THE STRATEGY BEHIND EFFECTIVE SEO FOR eCOMMERCE – PART 3
We discussed in earlier white papers how content and usability are key to a good SEO strategy. Now, rounding out our three-part series, we’re going to explain how engagement, the third component of effective SEO, is also an important part of your eCommerce site’s success.
With more digitally reliant professionals in the B2B workplace, businesses must be able to connect with buyers using multiple tactics and channels. Engaging with people via your website and social media can lead to repeat site visitors, more sales, and a boost in SEO.
Salesforce Research shows 80% of B2B buyers expect companies to respond and interact with them in real time. In this white paper, we provide easy ways to attract potential buyers and build your brand through purposeful interactions.
Engagement is the opportunity to connect with customers on your website through helpful links and interactions. While still somewhat new of an SEO ranking factor, engagement is quickly becoming more heavily ranked by search engines. When people spend more time on your site and less time clicking back to the search results page, it’s a sign that you have customer engagement.
ON- AND OFF-PAGE LINKS
When a user sees an informative and relevant link that matches the context of the content, they are likely to click on that link. Providing a link in your content tells search engines that the information found there is relevant and important enough that you want your visitor to click the link and go directly there. Relevancy is a hot button for SEO.
Providing links to product manuals, spec sheets, and related resources makes your site a one-stop shop for customers, and gives search engines the ability to index your products more easily.
There are two kinds of links – on-page or internal links, and off-page or external links – and both have their advantages.
On-page links keep visitors on your site longer and offer a more engaging website experience. An example would be linking a general product or brand category landing page to more detailed sub-category or product pages on your site. Associating related items is another good way to use internal links. When a visitor is on a product detail page, you can display related products by their purpose, as well as by brand. Providing links to product manuals, spec sheets, and related resources make your site a one-stop shop for customers. Best of all, relating items and resources via internal links also gives search engines the ability to index your products more easily.
For B2B eCommerce sites, external links are a great opportunity to increase off-page SEO when you correlate the products you sell to their manufacturer pages. Conversely, make sure those same manufacturers have links back to your site so visitors know where to buy the product. This back and forth linking is called cross-linking, and creates a win-win for both you and the manufacturer. Have an interesting video or article to share about a product? Use external links to send your customers to reputable sites and news outlets where they can learn more about the product you’re selling. Helpful off-page links show you’ve done the research for the customer, and that goes a long way.
Encouraging visitors to connect and share via your website not only gives them a voice, but increases your relevance in search engine rankings. Social links on your eCommerce site such as Facebook, Twitter, or LinkedIn are a great way to receive additional exposure. When people follow and like your social media links, they’re displaying a vote of confidence and trust in your company. When they share your content and links with others, your exposure and relevancy in searches is given an added boost.
Another form of interaction involves giving customers the opportunity to rate your products, your vendors, and even their experience on your eCommerce site. As a distributor, you want a potential customer to know that the quality and service you provide is the best out there. Customers trust the opinions of fellow customers, so they’re more likely to make a purchase on your site it they see favorable reviews. The more positive reviews you have, the more content is created; and the more content you have means a higher search ranking.
We hope this series of articles has provided you with a better understanding of the significance of SEO, and the multiple factors that affect your relationship with search engines. Today, it’s not just enough to have an eCommerce site. You must provide unique, relevant content, multiple levels of usability, and multiple ways to connect and share with your customers if you want to be at the head of the class.
It takes time, tools, and constant analysis to keep your website fresh and at the top of search engine rankings. But with the help of resources like Unilog, you can be a leader in SEO. Unilog’s revolutionary eCommerce suite, CIMM2, partnered with their product content services, can do the work for you and bring the best content, usability, and engagement to your digital business.
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.