No page titles, header tags, meta descriptions, blog posts, press releases, linking strategies or any other SEO strategy is worth a penny, if it doesn’t generate a penny. Web traffic means absolutely nothing to your business if it doesn’t lead to transactions, leads or some sort of revenue.
When it comes to search engine optimization, there are certain textbook practices that most anyone on the Internet can read and attempt to implement on their site. But when it comes to eCommerce SEO, some would argue that you’re better off doing nothing than spending time, energy and resources to boost your search engine results pages (SERPs) if they don’t increase conversion rates.
SEO isn’t just about links and keywords anymore. Did you know that 90% of searchers don’t click past the first page of search engine results? Developing SEO optimization starts in the early planning stages of your website. Creating an easy-to-maneuver layout so search engines can catalogue your site is equally important as choosing keywords that drive ready-to-buy traffic.
Don’t throw out the book when it comes to SEO practices, but try seeing the results when you go about your regular eCommerce practices, keeping conversions in mind.
1. Test, Test, Test – Your site’s usability can affect both your search engine optimization and your conversion rate optimization. Poor site speed and other poor performance factors don’t only annoy potential customers, but also Google’s algorithms. Consider third-party user testing, or consulting with an eCommerce firm that has the tools to test site features and audit what can affect your site’s load times. Are there any extensions or scripts that slow down your pages from loading? Should you consider boosting your servers during historically high season (something to consider with the holidays around the corner)?
2. Write Engaging Copy – The behavior patterns of search engine users are highly documented and used very heavily by those who practice SEO or engage with someone who does. But metrics aside, you can’t always expect people to automatically click on your site. And even with those who do, you can’t always expect them to stay there, let alone buy products.
Start with your SERPs and make sure you have engaging, concise, yet keyword focused meta descriptions. Think of this as your first impression in the sales presentation. Then make sure you have well written category and sub-category descriptions with relevant internal linking. Finally, make sure your product descriptions are as descriptive as possible to assist the buyer in making the best decision possible. Remember to keep a keyword focus throughout all of your copy, but first be sure that it’s relevant and engaging.
3. Design Pages that Pop – Good websites look pretty. Great websites are designed in a way that a searcher’s eyes naturally move to find that for which they searched.
Your store’s design and navigation are crucial to convert searchers into shoppers, rather than contributors to your bounce rate. Don’t expect everyone who clicks through to stay on your site just because it loads fast and you have well written copy. The visual appeal of your site is just as crucial messaging as the quality of your written copy.
4. Show Testimonials – Reviews help drive consumers to products. In today’s age of eCommerce, a lot of online shoppers trust fellow shopper’s leaps and bounds over how much they trust the merchant.
Not only do reviews assist in your merchandising, but they make your SERPs pop. One of the easiest microformats to spot on a search results page are those yellow stars that appear underneath your products. Encourage your existing and loyal customers to review the products that they love and make sure to display this on your product pages.
Isn’t this what it’s all about? Why worry about how Google sees your site if you don’t worry about how your potential customers do. When it comes to SEO and conversion rate optimization, it doesn’t always take an entirely different set of practices, just a deeper focus on your existing SEO practices. And if you don’t have any search engine or conversion rate optimization practices, we can help. Engage with us to boost your site’s SERPs and revenue.