Author Bio: Ronald Dod is a partner and CEO of Visiture, LLC. After founding Grey Umbrella Marketing, an internet marketing agency which focuses on Search Engine Optimization for eCommerce businesses, he merged with Visiture to create a full service search marketing offering for eCommerce businesses. His passion is helping eCommerce business owners and marketing professionals navigate the search marketing landscape and use data to make more effective decisions to drive new traffic and conversions. He holds a Masters in the Science of Marketing from Florida State University and is certified in Google Adwords & Analytics.
If you’re involved with the online world of e-commerce, then you’re familiar with SEO, or search engine optimization. SEO is essentially the lifeblood of any online sales platform, because it gets you in front of customers, (with any luck) on the first page of any search engine result. It doesn’t matter if you have the greatest products in the world, at the best possible prices, if people can’t find you, it doesn’t matter.
The difference between first page and second page is huge, because rarely do people venture further than those first few results, and almost no one takes the time to comb through more than a couple pages.
This is where SEO is going to play a big role.
Rank higher and more people find you.
The more people find you, the more conversions you get.
Below we’ll cover some topics that will get you well on your way to maximizing your SEO potential so that you can get those coveted positions high up on the search results and bring in more traffic.
Find Effective Keywords
Keywords are like the gas in your car, because without them you’re going nowhere. So, you need to know what keywords are driving people to your products, and taking the time to do some quality keyword research beforehand will pay dividends later when building your site.
If you don’t use keyword properly, you’ll never get your site to where it needs to be. Make sure your keywords are specific to your products; too general of a keyword will result in broad results, and your site will get lost in the mix. Develop keywords that consumers use when searching for your type of product, and you’ll be much better positioned to get favorable rankings.
Write for People, Not Robots
The newest Google algorithm, Panda, is set in such a way to really like the way humans speak, so not only does your content have to unique, but it has to have a higher level of quality than previous versions. These additional steps built into Panda all help Google put quality results in front of people. Things like page layout, bounce rate, diversity of traffic, and time spent on site all go into determining your rank. So, write clearly and well, and it will all pay off in the end.
Focus on Top Products
Keep your focus on your top-selling items, and make sure these are positioned well for the customer to see them quickly. The majority of a site’s sales come from a small percentage of products, and it’s important to market these more than others.
Also, make sure to link to these select few products from your homepage. Google algorithms are such that sites with higher sales will be ranked higher. So, by putting in the time to optimize your sales funnel, it will lead to more sales, which will lead to a higher rank, which will lead to even more sales.
Watch Out for Duplicate Content
If you’re even a little bit involved with SEO, you know that duplicate content can harm your rank. It’s well understood that Google Algorithms doesn’t like content that has been cut and pasted or even tweaked. However, in the world of e-commerce, many sites offer similar—if not the same—products, which makes coming up with original materials difficult.
So, regular site maintenance and cleaning up redundancies is critical. As we mentioned above, write like you’re speaking to someone. Use inflection and tone, and try to make your content as original as possible. It’s much easier to write good content the first time, then to go back in and fix it once it’s live.
Quality Anchor Text to Boost Rank
We all know that your site should contain links to other areas within your site, but choosing the right anchor text can really benefit your Google rankings. Relevant keywords in anchor text increases your site’s visibility for Google, which in turn improves ranking.
The key word is relevant. Phrases like “Click Here” do little for SEO, so, instead, try using phrases or keywords in your anchor text for which you’re trying to rank.
There is a caveat, however.
You don’t want to get spammy with your anchor text usage and use the same text repeatedly all over your site. Just try it in your descriptions of products as a way to link to other products on your site. Increased site traffic, time on site, and click-through will all increase rank and boost sales.
Create a Quality “About Us” Page
You need a well written About Us page, but keep in mind that you also need a shorter version that’s around 140 words. This short text will show up on directories, other websites, and forums, and all of that translates into better rank and more traffic. The short version will help tell people about your products and brands, so, if a product or service is important to your business, be sure to include it.
Seek Out Reviews and Giveaways
This is one way you can really generate quality content and develop a genuine user experience, all while increasing rank. Search out sites—blogs or directories—that are in a similar niche to your business. They need to be relatively well-established with an audience.
Send a sincere email to the site owner, asking if they could review and promote your product or mention your site. Having links from these authority sites will do wonders for your rankings and help you establish your business as a legitimate brand.
Well, there you have it: seven great ways to increase your visibility and master Google for your e-commerce store. If you take these tips into consideration and work them into your SEO plan, you should see immediate positive results. It’s all about ranking, in today’s e-commerce world, and these steps will help get you out in front of the competition.
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