While the fundamental principles of optimizing websites in organic search engines remain unchanged, the ways businesses use SEO strategies change with emerging trends. Since Google trends and consumer behavior are constantly evolving, it is important for businesses to work with the digital marketing agency to reap the rewards of an effective and advanced SEO strategy.
SEO For E-commerce
A global retail study shows “that more than half of the shoppers use Google to research products/services they wish to purchase online.” (Source: NEIL PATEL) This is why SEO is the basis of e-commerce digital marketing efforts. It helps your online business understand the ins and outs- your target audience, the quality score of your Google Ads, and how to generate a larger volume of online traffic.
By leveraging the right tools and updated versions of SEO trends, companies are halfway to success with their search engine ranking potential. In this blog, our partner agency, Yukti Digital, provides a sneak peek into the top SEO trends that increase website visibility and ROI.
SEO Keyword Research
A good e-commerce SEO strategy begins with good keyword research. This ensures you are choosing the right words in your on-page SEO strategy and boosting your SEO efforts. A long-tail keyword is often recommended by SEO experts for better search results.
The keywords are longer and more specific search phrases that typically contain at least two or three words or more and have low volume. These are significantly more valuable to an e-commerce store. These phrases also tend to convert at a much higher rate. Long-tail keywords are crucial for any business, but they are good, especially in a highly competitive niche.
Technical SEO And Page Speed
Before you begin with an SEO campaign, make sure to perfect technical SEO to ensure your e-commerce website runs smoothly and free of technical glitches. Technical SEO involves optimizing site speed through techniques such as image optimization, browser caching, and minimizing HTTP requests, improving overall performance. A good user experience thus leads to higher engagement, longer time spent on the site, and increased conversion rates.
Page speed is also critically important for e-commerce websites. Fast-loading pages contribute to a positive user experience. Users are more likely to stay on your website and engage with its content if pages load quickly. Slow-loading pages can lead to frustration and a higher likelihood of users abandoning the site.
Page speed is also a ranking factor for search engines such as Google. Faster-loading pages are often ranked higher in search results resulting in increased visibility and organic traffic, which is crucial for e-commerce websites.
Core Web Vitals – CWV
Google introduced Core Web Vitals in 2020 -- a set of user-focused metrics that measure the performance of web pages. These metrics are essential for providing a good user experience, and they are particularly important for e-commerce websites where user engagement and satisfaction are crucial for business success.
It is made up of three interaction measurements -- Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS). In other words, Google evaluates how quickly page content loads, how fast a browser responds to a user’s input, and how responsive the webpage is.
In short, it is a ‘page experience’ score that determines the quality of your web pages. By improving your website’s CWV, you can improve the loading time of third-party scripts on your site. This is one of the vital components of SEO in 2023.
Make It Mobile Friendly
Do you know how your e-commerce website will thrive in a mobile-friendly landscape? A large number of shoppers are using their smartphones and tablets to make purchases online. Google also indexes the mobile version of a website. Using responsive web design techniques will create a flexible layout that adapts to different screen sizes. But what does it mean to turn to mobile-friendliness?
Mobile-friendly websites provide a better user experience for visitors accessing your site on mobile devices. These sites are designed to be responsive, meaning they adapt to different screen sizes, ensuring that content is displayed in an easily readable and navigable format.
Google prioritizes mobile-friendly websites in its rankings. It primarily uses the mobile version of the content for indexing and ranking. Having a mobile-friendly site can positively impact your search engine rankings, making it easier for users to find your website.
Impacting SEO With Content
Creating high-quality content for your e-commerce website involves crafting engaging product descriptions, compelling visuals, and a user-friendly interface. By combining engaging content with a user-friendly interface, you can create a compelling e-commerce website that attracts and retains customers.
In the coming years, content will always be king! Whether you create an article, blog, image, or video, everything must be unique and professional. Here, quality means your content should be error-free and include some useful pieces of information that your target audience enjoys engaging with. Using the right keywords in the content with high readability is the key to on-page SEO success.
Also, you must refer to “Google’s Search Quality Evaluator Guidelines E-A-T (expertise, authoritativeness, and trustworthiness).” (Source: Comrade Digital Marketing). Websites that demonstrate high levels of EAT are more likely to rank higher in search results, while those lacking in these aspects may find it challenging to achieve good rankings. It's important for website owners and content creators to focus on building expertise, authoritativeness, and trustworthiness to improve their search engine visibility.
What we learned is that SEO for e-commerce helps your website’s ranking, drives traffic to your store, and builds a strong customer base. It may sound easy, but there are lots of things to consider including concentrating on the best SEO practices and optimizing the critical areas of your website.
Finally, SEO for e-commerce is not an overnight process. Instead, it is an ongoing strategy that requires frequent surveys and updating from time to time as you go to get the optimum results.
By Sanjay Poddar, founder, Yukti Digital and consultant to Allen Marketing Communications, Inc.