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Positioning your online store is not easy. Even if you know the basics of SEO, implementing them into an e-commerce website can be a bit more complicated. This is related to the specific structure of such a website, which consists of many categories and constantly updated product subpages. Dealing with them in the right way not only requires proper knowledge, but is also much more time-consuming. Find out which SEO activities and techniques are most effective in optimizing your online store.
SEO of an online store – why is it worth it?
You can have problems selling even the best products if customers don’t have a chance to find them. Positioning an e-commerce website is of key importance because it translates directly into the financial profits it generates. Thanks to skilful SEO of your online store, you will increase its visibility on the web. If it is easier to find in the search engine, more potential customers will find it. Increasing traffic on the store’s website means a much greater chance of increasing the number of transactions and improving sales results. By increasing the reach, positioning also makes it easier to reach new customers. It is also associated with increasing brand recognition and building a better image. SEO of the online store, combined with additional activities, such as taking care of User Experience,
What constitutes online store SEO?
Learn useful tips that will help you effectively position your online store. You can do many of these activities yourself. Sometimes, however, the real savings can be to invest in a professional SEO agency, which will carry out website optimization for you for a fee.
Tip 1 – Take care of meta tags and ALT attribute
These are the tags placed in the head section of your website’s code. Meta title and meta description are visible in the search results and, if properly elaborated, they can encourage potential customers to click and enter the store. It is also worth including key phrases in them. Also, be sure to fine-tune the ALT attribute. It is a textual description of the graphic. Bots check its content, and it is also visible when images are not loading.
Tip 2 – Correct the URLs
The content of the URL should show users the name of the subpage they are on. This means that they should be structured in a readable manner and stripped of meaningless strings. The optimized address contains the name of the category and the key phrase – for example: www.skleprtv.pl/telewizory/telewizory-oled. This makes it easier to search for specific subpages and products.
Tip 3 – Introduce simple navigation
Make sure that the site is easy to navigate. This applies to both Google bots and people visiting it. A clear structure of subpages can help in this, division into properly planned categories. It is also worth remembering about the use of breadcrumbs, which allow customers to better orientate themselves and quickly return to the pages located higher in the hierarchy.
Tip 4 – Create descriptions of your products and categories
Each category and each product should have a unique description. Thanks to it, customers will receive more information and bots will evaluate the website better. In addition, you must saturate the created content with key phrases that will make it easier for users to search for relevant subpages and product pages through the search engine. However, you have to do it in moderation and in a natural way, so that the content does not turn into spam.
Tip 5 – Choose the right key phrases
SEO for an e-commerce website involves competing with many other stores. That is why you need to analyze and properly select the used key phrases. Using the most sought-after in your industry may be completely unprofitable. Look for less common synonyms among the competition and don’t be afraid to use more specific phrases with long tail.
Tip 6 – Get the links
Bet on link building, which will make bots trust your website more. It is also worth investing in sponsored articles. This way you will also reach new customers and increase the traffic on the website.
Tip 7 – Adapt your website to mobile devices
Many transactions are now made using smartphones. You don’t want to lose customers who are using mobile devices while shopping. This will not only result in lower sales results, but also in an increase in the bounce rate, which will negatively affect the position of the website.
Tip 8 – Speed
up page loading
Optimize your storefront technically. It cannot load for too long as it will discourage customers. Also, all graphic content must meet the appropriate loading speed standards. Google bots also take these factors into account.
An effective SEO strategy for your online store
Developing an effective SEO strategy for an online store requires proper knowledge. The basis is to conduct a full-fledged audit that will screen the site from every angle and allow you to analyze its strengths and weaknesses. An additional factor to consider is the analysis of the activities of direct competition. This will allow you to discover where you can outdo them, and what activities it is better to give up temporarily.
After the analysis and planning phase, the first thing you should focus on is fixing the bugs you find. Before you start introducing new SEO elements, it’s a good idea to make sure your website is working as it should. Thanks to this, you will gain better control over the process. Then start building from scratch, i.e. top-up optimization – first take care of the home page, then categories, and only at the end of product subpages. The latter, due to the changing offer of the store, will be modified most often by you. For this reason, it is better to deal with the more permanent parts of the page to begin with. They will constitute a stable skeleton of the website and it is to this that you will adjust the subpages lower in the hierarchy.
SEO tips for store owners to get started
Even if you do not have knowledge about positioning, you should familiarize yourself with the basic analytical data. If you use the services of an agency, you will be able to monitor the results obtained by its activities. Learn to use tools like Google Analytics, Ahrefs, Senuto, Open Web Analytics or Yandex Metrica. They will allow you to check the statistics on your store’s website and their changes after each of the activities carried out. However, do not forget that the SEO results of an online store are not immediate. Also, do not worry about the initial fluctuations, because you should only evaluate the results a few months after their implementation. Then they will be the most reliable.
Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.
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