By Duran Inci, IT consultant with over 11 years of e-business experience in digital marketing, e-commerce and integrations. Co-founder and COO of Optimum7.
When it comes to e-commerce, you ought to incorporate search engine optimization (SEO) into your website and content. As I see it, it’s the only way you will survive as the internet frontier becomes more globalized and crowded with competitors. Good content and customers being able to find your wares allow for potentially higher conversion rates.
Thanks to recent data, we can see that proper SEO can help with boosting your business and reaching potential customers. Shopify believes that the global e-commerce market will reach $4.5 trillion by 2021. The markets are constantly growing, and you should take advantage of that. Statista also found that, by continent, Asia was leading in the e-commerce frontier, with North America in second with $749 billion. You need to ride the wave to survive.
SEO For Your Online Store: A Proper SEO Strategy
Thanks to Google, websites now rank based on their relevance to keyword terms. Google created an algorithm that is focused on people finding exactly what they wanted in their search. While there are other search engines, and the earlier ones have different algorithms, similar principles apply.
You can also structure your e-commerce site to position yourself as an expert on a topic related to your product. One way is to record podcasts and videos to update on a regular basis, the way that my firm does. It helps to also write guest blogs and star on podcasts that your acquaintances run in various businesses.
Incorporate keywords into your content, and make them relevant to your business. Content includes category pages and blog posts — reading material that can educate customers about your products or services. Blogs can include topics related to your products, such as how to use them or the industries that implement them.
Leverage Various Platforms
Google isn’t the only search engine that you can use for algorithms. You can use alternative ones and see if you can rank on those. Social media sites, such as Pinterest, also have search engines. These may prove viable to interact with people in real time.
See which platforms offer the highest conversion rates. Facebook Ads are considered a useful default, but Twitter is another option for advertising and posting content. I recommend avoiding Reddit because self-promotion can lead to your posts never being seen.
Have an active social media account, with an employee on hand to work with customer responses. Use keywords in line with posts to heighten your branding, and prepare to handle complaints on a regular basis. Have hyperlinks in place, and see which places work for ads.
How Does Pinterest Work?
With Pinterest, customers pin images and products that they like, and you can format your images and posts related to those keywords. In some cases, you can even host an online store on the website, using a business account. This may also be possible on future sites such as Pillowfort.
How Do You Leverage Search Results On Social Media?
Place the keywords in your titles and content so that the social media search engines can find them. You never know who will take an interest and make a purchase straight away. Make sure they know that your business exists and that you can satisfy their business needs. Also, make sure that you don’t spam; Google and other tools note when you use a keyword just to rank on views.
Choose Your Keywords Carefully
The more general keywords you seek, the more competition you will face. This is a general policy for any business. A commerce giant, such as Amazon or Wayfair, has a greater chance of ranking higher for a general keyword.
Aim for long-tail keywords and the low-hanging fruit. Long-tail keywords are specific phrases that have lower traffic but higher conversion rates, owing to their specificity. These focus on niches, which can prove to be your specialty. While some niches are small, the internet is big enough that you can find your audience.
Use Paid And Free SEO Tools
No single person can handle SEO alone. Different tools can help you determine which keywords to implement and what ideal word counts to draft.
A good free tool is Google Analytics. This comes with every Google account, and you merely need to input the blog in question.
SEMRush is my company’s reliable go-to; I find the $99 per month well worth it to find out which keyword phrases are high quality. I also like how it identifies competitors and tracks rankings.
Speak To Your Target Market Online
Your target market is a high priority for these circumstances. If you are business-to-business (B2B), you can explain how businesses use certain products or services. With business-to-consumer (B2C), you speak directly to the customer and what they want for individual consumption.
Make sure that your content is organized in a structured fashion. For category pages, have headings and subheadings related to various product categories. That way a reader can skim and see which sections work.
With meta descriptions, keep them short, and incorporate keywords related to the products or topic in question. Always update meta descriptions because they appear in search engines, and more than likely, clients will see them.