SEO Optimisation E-Commerce Sites
How to Implement SEO Optimisation E-Commerce sites.
Introduction to SEO Optimisation E-Commerce sites
Creating a new e-commerce website? It is more than just a good looking website you need; it is more than a corporate brochure, in order for a e-commerce website to succeed, it needs to found on search engines, providing a steady flow of traffic and enable interaction and the transactions to take place. In the long run, the cost of implementing SEO will pay for itself and it will be cheaper than even going for PPC. SEO or search engine optimisation e-commerce sites allows consumers to type a few search words on their service need and allow search engines to render your page. SEO optimisation e-commerce sites allows your website to be found.
More than 97% of the population, does not go beyond the first page of search results in the search engines, also possibly people only click on one of the top 3 or 4 results. It makes sense then that such websites receive substantially more visitors, than a website that is located on pages beyond the first. The purpose of good SEO Optimisation e-commerce sites is to enable them to rank among the top results, based on common search phrases i.e keywords related to the subject matter of your eCommerce website.
It may be a very strong statement but an actual fact, that if your website doesn’t utilise proper SEO Optimisation e-commerce sites techniques it is will fail to deliver traffic and without a proper conversion architecture it is not likely to convert into transactions. it’s just the nature of the business beast. For top Google ranking, you should work with an experienced SEO service provider that is experienced in SEO Optimisation e-commerce sites .
Without a good SEO Optimisation e-commerce sites strategy, you will be unable to build revenues. The whole purpose of these websites is to sell a product – if nobody’s looking for your service, nobody’s buying your services than need I say, you will not succeed. Any salesperson knows that sales are about numbers. It will depend on your conversion ratio’s of your industry but if you’re bringing in 10,000 unique page views per month, you start to build a steady stream of income through let’s say a 3% conversion
First Step is always the mandatory Keyword Research for SEO optimisation E-commerce sites
Keywords are the phrases people use to search for services. If you have a website that sells popcorns, then you would want people to find your website by searching for something like “buttered popcorns”. If the consumer wants buttered popcorns, you will be found as search engines will render your page. Through keyword research you can identify phrases that people are looking for when seeking your service and identify the ones that have the highest monthly searches and the lowest competition. This is the cornerstone of every SEO campaign because every other technique is built on this foundation, of the keywords, that you choose at this step.
The objective with keyword research is to identify keywords and phrases that you could actually rank for. The word “buttered popcorns” could possibly be a highly competitive keyword with multitude of websites using it for their SEO strategy. However, the phrase “peanut buttered popcorn” would probably be less competitive, which will enable you to get a high page rank for searches using that keyword. Of course, this keyword is undoubtedly searched less frequently than “popcorns”. So which one would you pick?
Higher Searches will always result in higher competition for SEO optimisation E-commerce sites
As a general rule of thumb, the more monthly searches, a search phrase has, the harder it is to rank. When doing the research, you should use a tool that gives the global monthly searches and the competition for any given ranking. Google Keyword Tool is a good, though basic, tool for this. Others that you can use are paid tools like Market Samurai, conduct your research or a reliable company like WSInnovativesolutions that will take care of this cumbersome process for you. You need to identify keywords with low competition and high global monthly searches.
The Google Keyword Tool also provides a list of similar keywords. This is the most useful part of the tool. You will notice keywords that you wouldn’t have thought of and by using this process you can slowly build a keyword architecture for your site.
Developing SEO optimisation E-commerce sites Architecture and Mapping your Keywords
It is amazing as to how many business owners are unaware of their site architecture and its set up. E-Commerce sites were set up prior to SEO becoming an established Internet marketing strategy. The site architecture of most websites typically reflect their pre-existing catalogues or mail order brochures. It could also be dependent of their stock inventory setup.
Most importantly keyword search volume in your SEO Optimisation e-commerce sites strategy should be used to determine the proper structure of an eCommerce site . Pages higher in the site should rank for broader terms, and then mapping less frequently searched terms to pages deeper in the site. For our popcorn example, here is how site architecture might be transformed based on this:
Poor Site Architecture Based on Historical Catalogues
An optimised eCommerce site should have the home page optimised, for the type of products that the site sells such as “popcorns”. Below the home page, should be, the most frequently searched categories of popcorns such as “buttered popcorns”, “salted popcorns”, “sweat popcorns”, etc. The second layer should be subcategories of popcorns. These subcategories could be separate associated brands or different sizes of packs. The names and layers of the categories and sub categories should relate to the search volume of the keywords that each page is trying to rank for.
This set-up would be simple, if there is a small website but some eCommerce websites have more than just a few hundred pages of content and that’s where keyword mapping would be useful. This is a long and tedious process that is critical to your on-site SEO Optimisation e-commerce sites strategy. You should assign keywords to different pages to enable your site as a whole to cover the keywords that you need to rank for.
For every keyword that is searched, the search engine’s render the most relevant content possible, to give the consumer a good search experience and to enable them to seek whatever they are searching. Focus each page in the site, around a single keyword that you are trying to rank for, you then maximise the chances of ranking for that word. Conversely attempting to rank for multiple keywords in a single page will prevent you from ranking for any of them.
Conducting On-page SEO Optimisation e-commerce sites
The foundations now laid for your SEO campaign, proceed to develop your on-site or on-page SEO Optimisation e-commerce sites strategy. The objective should be to signal the search engines that this page is relevant to the specific keyword.
On page SEO Optimisation e-commerce sites strategy involves using the keyword in those places, that the search engines are looking for. There are a lot of rules and complicated processes of where and how these keywords should be used. However, experienced SEO experts such as WSInnovativesolutions should simply the process for you.
Briefly this process is outlined below:.
The URL – Use optimised keywords in the site URL, instead of the sites dynamically generated URLs, that do not contain keywords, but rather category ID numbers and Product ID numbers.
The Title Tag – Each page will have a Meta title and the keyword should be used in the Meta title towards the beginning of the Title.
The H1 and H2 Tags – These are the on-page headings of each web page, and usually correspond to cascading style sheets or CSS. Keywords should always be used in the H1 and H2 tags.
The body copy – keywords should not be stuffed repeatedly in the body copy. Just a few times is adequate. Place the keywords toward in the beginning and also the end. Use bold, bullets and italics for the keyword and one underlined keyword. “Stuffing” keywords unnaturally into the body copy will not increase rankings but get you penalised and possibly get you thrown out off the search engines.
Images –Using the keywords in the Alt tag image names and in the alt text that appears when the mouse hovers over an image to enable the search engines bots to identify what the page is about.
There are many nuances to including the keywords on your site and an experienced WSInnovativesolutions SEO expert can guide you their proper usage and write optimised pages for your entire site.
Conducting Your Off-page Optimisation
While on-page SEO Optimisation e-commerce sites strategy will signal the search engines that your content on your page is relevant and deserves ranking for the targeted keyword, off-page SEO Optimisation e-commerce sites strategy will signal the search engines that your page is the most popular page containing that content.
Google the most popular search engine, uses links back to your site called back-links as a proxy for popularity. The quality and the quantity of these back-links determine how search engines decide which page to render, amongst those that have equally good content. This practice of off-page SEO Optimisation e-commerce sites strategy is about building relevant high quality links.
There are so multiple techniques for link building. (click this link for our detailed service). Some strategies are given below:
Ø Social Media
Ø Press Releases
Video marketing wasn’t too popular an Internet marketing strategy 5 years ago, but it is now the most speedier methods for high search engine rankings. Websites such as YouTube and Vimeo make it easier than ever to post short promotional videos for eCommerce businesses. Video’s that link back to their web page. The video channels allow you to link back to your site but also the search engines rank video content on its own merit, which will then get your company on the first page for those targeted keywords than even before you site ranks.
Blogs are like a online resource pool of content that links back to your website. There are couple of ways to use blogs: either writing your own or commenting on other blogs. Creating your own is not complicated; you can use one of the blogging platforms like WordPress or Blogger. Then you can create a series of short blog posts, using the keywords identified earlier, as the anchor text linking back to your site. Do be careful in building backlinks and ensure they are diverse. Blog commenting would mean posting engaging comments, on other blogs that receive a lot of traffic, which then link back to your site. Additionally you may also write as a guest blogger on someone else’s site with links back to your site
Use social media platforms such as Facebook, Twitter, LinkedIn and others for developing a strong SEO Optimisation e-commerce sites strategy. This will enable you to build a following, connecting with multitudes of people who visit the sites each and every day. Posting regular content and sharing that on your social media profiles on your Facebook Page and Twitter Page, with links to your site will help in building traffic and popularity for your website pages
This can also be leveraged in the case of new products, events, website launches and anything else you can think of, that could be worth sharing and a good PR exercise. This can generate interest, create a buzz that will get a lot of potential consumers on the news. Do use keyword based anchor text to back-links, to your site.
Articles can also be amongst the easiest methods for giving your website targeted back-links. Blogs can also do this, but it takes awhile to build a new blog into an authority site. Links that come from well shared, old, popular domains, count for more points.
Tracking and Analysis
The nature of SEO beast, makes it hard to determine if the strategy is actually working or not. It will develop behind the scenes. Measuring results before and after your campaign will enable you to determine the effectiveness of your strategy. Determine the effective from the ineffective and adjust your strategy to balance it and tweak it.
There are tracking software programs that enable you to view the statistic of your website. Google provides a free tracking and analysis tool called Google Analytics. Paste the provided code into the HTML of your website and you will be setup to view traffic, page views, search phrases, individual pages viewed, sources, regions and much more.
Things you should track and measure
1. Rankings – The objective of your SEO Optimisation e-commerce sites strategy is to get your content ranked for targeted keywords. Check your ranking before you implement your SEO strategy and then track your site’s new rankings for the desired keywords monthly to measure the progress.
2. Website visits – SERP Rankings are only a part of the process to build traffic to your site. Google Analytics will enable you to measure traffic generated by specified keywords and enable you to determine the effectiveness of your campaign.
3. Sales by keyword – Traffic is valuable if the visitors buy something. Google Analytics enable you to measure the GBP sales from visitors who searched by the specific keywords
Last but not the least, do be mindful of the fact that this is no magic wand and it will take time to show results. Don’t expect instant results, or you will surely be disappointed. SEO takes time, It will take a determined approach, working knowledge of how the system works. There will will trial and errors and tribulations. The correct strategy will however develop a strong e-commerce website. Do remember your conversion ratio’s and develop the traffic accordingly.
We can help you with your goal of an effective strategy of SEO optimisation E-commerce sites that demonstrates results, conducted by a team of experienced and knowledgeable search engine optimisers.