7 SEO Tips to Transform Your E-Commerce Business
EVERGREEN, COLORADO – The SEO of an e-commerce website is a lot more challenging than the SEO of a traditional or service-based website. If you are an online store owner, you know very well that an e-commerce website contains lots of product pages which usually lack high-quality content. That is why ranking an e-commerce website at the top of search engine results is often harder. But appropriate search optimization can quickly give your e-commerce website an edge over the competition, increase keyword traffic and bring in more customers.
The ever-increasing number of online shoppers is also a strong signal that you can’t ignore e-commerce SEO anymore. Panda and Penguin, the latest infamous search algorithms released by Google, are continuously prowling the web to weed out low-quality websites.
You may be at risk too!
Before a Google search penalty hits your e-commerce website for having scanty, low-quality or duplicate content, you need to act.
If you are ready, below are seven tips that you can use to improve the SEO of your e-commerce website quickly, make it penalty-proof and transform your online business for more (and more) profits.
#1. Fix Duplicate Content Issues
The basic structure of an e-commerce website itself leads to several duplicate content issues. In fact, duplicate content is the biggest challenge that online store owners have to face. Whether you are serious about it yet or not, Google is incredibly serious about duplicate content issues.
An e-commerce website may have duplicate issues due to –
- Similar product pages
- Faceted navigation
- Catalogue search pages
- Session IDs
Rel = canonical tag is the most common solution to deal with such duplicate content issues on an e-commerce website. Pagination tags can be used to get rid of duplicate content due to pagination. In order to prevent duplicate pages from getting indexed, you can also disallow an entire directory in the robots.txt file. For dynamic pages, you can use Meta robots rules (no index, follow).
#2. Improve (or Rewrite) Low-Quality Content
It’s the post-Panda era of Google. Apart from fixing duplicate content issues, you also need to improve or rewrite shallow or low-quality content on your e-commerce website. Many people prefer to see e-commerce websites at the top of search results that offer high-quality content. In order to compel visitors to keep browsing your website, visual appeal is not enough. Therefore, you should evaluate the quality of content on your website and improve it to increase how long visitors stay on the site, generate links naturally and rank better.
#3. Say ‘No’ to Keyword Stuffing
If you focus on keywords too much, you are making a mistake. Many e-commerce website owners think the best way to rank for a specific keyword is by stuffing it into every component of a webpage – Meta title, Meta description, content, image alt tag and internal links. Keyword stuffing will eventually lead your website to receive a Google search penalty.
In today’s SEO, keyword density has no meaning. Stuffing your web pages with keywords actually means you are writing for search engines, and not for people. If you want to rank for a specific keyword, all you need to do is ensure that the page you write is about that keyword.
#4. Build Penguin-Friendly Links
In order to improve the SEO of your e-commerce website, the way you build links should also change. Obsession over anchor text, acquiring links from unrelated sites, getting hundreds or thousands of links by mass-submitting to junk directories and buying links from high PR sites could easily get your into trouble. The recently released Penguin 2.0 is the new generation of Google’s Penguin algorithm. It’s more powerful, more robust and quicker at identifying backlink profiles that contain manipulative links.
Post-Penguin link building tips include –
- Linking your inner pages
- Diversifying your anchor text
- Focusing on quality, not quantity
- Sticking to your own niche
- Making your content link worthy
As SEO evolves, link building does too. No matter how much effort you invest into improving your e-commerce website, a few link building mistakes will quickly lead you to a search rank penalty.
#5. Go Mobile
Mobile e-commerce is witnessing a big boom. More and more people are using their mobile devices to buy online. On the other hand, the sale of mobile devices is continuously on the rise. Tablet shoppers are about to set a new trend in the e-commerce industry. Therefore, it’s important to have an appropriately optimized mobile-friendly version of your e-commerce website.
Check these interesting stats -
- 96 percent of all smartphone users use their phone for researching products.
- 61 percent of customers who land on a website that’s not mobile-friendly head straight to a competitor’s website.
- 62 percent of smartphone shoppers make a mobile purchase at least every month.
- 10 percent of all retail e-commerce dollars are spent via mobile devices.
If you don’t have a mobile-friendly version of your e-commerce website yet, you should create one straight away. Sit with your web developer and discuss your specific requirements with him. Seek the help of an experienced SEO professional or agency for effective search optimization.
#6. Join Social Media
If you don’t know, social media plays a vital role in the search engine ranking of your e-commerce website. Over the last few years, SEO has expanded to include many other ranking factors, aside from links. In today’s era of Google, a strong social media presence is essential for top rankings.
“Though links are still an essential aspect of a website’s SEO, there’s a lot more that today’s search engine optimization includes. Lots of social signals are essential for top ranking position in SERPs. If you do some research, you’ll find that high ranking URLs have a high number of social shares too,” says Ali Husayni, CEO at Sinai Marketing.
So, prepare to focus on getting a high number of shares, likes, tweets and +1s for your site’s content.
#7. Track Progress with Google Analytics
While you focus on all the SEO tips mentioned above, it’s important to keep track of your progress as well. Whether you have a small or big e-commerce website, Google Analytics allows you to track essential information like visits, page-views, traffic types, time on site, bounce rate etc. There are many other new features that Google Analytics has added recently. The best part about this tool is that it comes to you free of charge.
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