ECommerce/online shopping is the trend of the day. It will continue to grow and is expected to outrun ‘normal shopping’. At this pace, product companies need to prepare to compete with seasoned players in the market.
Organic search space is dominated by the Amazons and Walmarts of the world. There are of course, several factors which contribute to this, like the number of pages, the number of visitors, the brand equation and the online spends of these companies.
Given these, what should a normal player in the ecommerce space be doing to ensure that his website lists at the top of SERPs?
Optimizing e-commerce websites is not an easy task. Strategies for ecommerce SEO need to be based on retail marketing and should also be in sync with recent search algorithm trends. From an SEO perspective, here’s what should be looked at for e-commerce sites:
Keyword research for any ecommerce site should be based on thorough market research and industry competition. Search engines, with their updated algorithms, intend to deliver best possible results to the user. So, understanding consumer search behavior is important.
Consumer specific, long tail and geo-specific keywords should not be ignored.
With growing competition in the online space, user experience becomes an important consideration. Sites need to provide the ‘shopping’ experience for users. Better user experience and engagement ratio on the website receive rewards and recognition from search engines.
Smart search algorithms now focus on ranking websites based on the above factors and other metrics like page load time.
The structure of the website needs to be in line with search engine guidelines. The content should be written primarily for users.
Other on-page factors include:
Image Source: Amazon.com
Search Query: Barnes and Noble Coupons
Google recommends using responsive web design.
Image Source: Google Developers
Image Source: Apple Store
While the above are tips for boosting organic traffic to an e-commerce site, the real strength lies in the quality and service of the products offered. A great customer journey on site followed by great customer service reaps rich dividends!
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Contributed by Chetan Rajasekaraiah, Senior SEO Specialist, SEO team