Any eCommerce website needs a large number of customer visits to survive. This large number of customer visits not only help in generating topline of the eCommerce website but also give it the coveted presence on the first page of search results.
Besides appearing naturally, another way by which an eCommerce website can influence its search rankings thereby attracting more customers is through eCommerce SEO. Compared to paid search, SEO is a far superior input for a variety of reasons.
- SEO enables customers to find you: For any eCommerce website, a majority of its customers emerge from organic search. Hence, it is imperative that this channel of customer acquisition be strengthened further through effective SEO
- SEO is cost-effective: Imagine a situation where you as an eCommerce website owner are using the paid model for getting traffic to your website. While you may end up getting a lot of customers, but the cost of acquisition will also jump through the roof. Sooner or later it would become unviable for you to sustain the traffic at that huge cost.
- SEO is a long-term bet: Unlike the rapid drop in customer flow that happens once you remove paid search support, the effects of SEO are long-term and are not impacted by any short-term changes. In fact, the traffic resulting from SEO continues even when you stop your paid promotions completely.
Hence, if SEO is so crucial for an eCommerce website, what are the things that you need to keep in mind while implementing an e-commerce solution? For the last few years, WebMaxed eCommerce SEO service has been supporting brands across the world to dominate their respective markets through smart use of eCommerce SEO.
Here are some must “Do’s” that you should keep in mind if you are looking for robust traffic and strong revenue growth:
- Site indexation: Making the site easy for the Search Engine Crawler is very crucial. The ease and efficiency here will decide whether the crawler is able to find your site or not in the first place. While doing Site Indexation, you need to ensure a couple of things:
- Ensure that there are no Server Errors or connection timeouts. If such issues are present, then the Crawler perceives that the site health is poor thus causing it to automatically downgrade.
- Rectify the sitemap. Ensure that the discontinued or removed product pages are removed from the sitemap too. Care has to be taken that discontinued/removed product pages are removed and replaced with new products whenever applicable.
- Navigation through Main Menu: Ensure that the main menu is in order. Because of this one part of the website that will be visible almost on every subpage of your website. Hence, in the Crawlers view, this is probably the most important section. One way to boost the value of the Main Menu is by providing secondary and/or tertiary menu options. E.g. if you scroll over one item in the main menu, it will show a secondary menu with secondary options. If you scroll on any one option in the secondary menu, it opens a tertiary menu and so on. This provides a good ranking boost for such websites.
- On-page copy for every category page: In order to classify a page, the Crawler depends on textual HTML content to understand the content of the page. Hence, it is important to provide some website directory details about the category being discussed rather than jumping straightway to the product. E.g. if the page is about women’s wear, it is a good idea to include a paragraph or two describing its content in textual form at the top or bottom. This not only helps the customer gather more information, but more importantly it helps the Crawler to classify the page accordingly thus facilitating its retrieval during the search. For an eCommerce website writing the description for each and every product may be a difficult task, hence you can even choose to write a common category description that would do the job fairly well.
- Product Scheme: In general, Scheme.Org structured data has a lot of useful applications. However, it is most beneficial when used for SEO purposes. Also, given the fact that various Search Engines, especially Google, lay heavy emphasis on Product Schema, makes it quite relevant for an eCommerce website. Besides making sure that your products appear under “similar products” category when searched by a customer, the Search Engine also displays the Product Scheme elements like Price, review ratings, availability status, etc. The presence of the Product Scheme adds a lot of weightage to your presence.
- Structure of URL: Ideally, the product should be as close to the root folder as possible. While it may appear quite logical to keep the product neatly classified under several categories and sub-categories, from the Crawler’s perspective this is an arduous task. In a long URL, the product invariably appears towards the end, which is not a recommended practice. Ideally speaking, the product should not appear anywhere beyond two folders. This ensures that the product name is visible in the search result.
We at WebMaxed eCommerce SEO services have been incorporating these inputs for all our eCommerce website clients across the world resulting in some amazing performance for them. To a layman, these inputs may appear to be quite technical in nature. However, any digital agency that provides eCommerce solutions to e-commerce websites should undertake these five tasks meticulously to make the eCommerce SEO powerful.