Search engine optimization can be overwhelming for relatively new e-commerce businesses. But, the secret to managing a successful website, e-commerce or not, and avoiding SEO mistakes is understanding which SEO practices can make it stand out.
Most e-commerce business owners think that SEO is just another aspect of marketing and design. Doing a little for SEO can help them go a long way. But many companies fail to understand the importance e-commerce SEO and even small mistakes can cause them to miss out on a lot of potential growth.
According to a statistic by Search Engine Journal, SEO leads have an astonishingly high 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
Here are 7 of the most common e-commerce SEO mistakes that can not only help you increase sales but also help you build a better brand.
1- Underestimating the power of a strong keyword strategy
Keywords are important to determine the frequency at which your website will appear in search results when a potential customer is on the hunt for a product that you specialize in. This is why using the right keyword is crucial to the success of your e-commerce business.
To help you look for the most popular keywords related to your business, you can use Google’s Keyword Planner or the Bing Keyword Research Tools. After accessing the popularity of a given keyword, you can start incorporating them into your online portal.
Try to use long-tailed keywords, popular phrases and a more generic description of each product. And make sure that translations and spellings are correct. That said, most customers are likely to search for a brand or model name of the product. This is why always include them in the title tag and other highlighted areas of the page.
White Hat Holsters implemented these small changes and switched its SEO from self-made branded keywords to more language-based ones. The result was a 100 percent increase in overall sales and a whopping 400 percent increase in search engine traffic. Their website visits increased from 2,000 to 8,000 users per week over a span of 8 months.
2- Not performing an SEO audit
Performing an SEO audit on your website is like having an expert proofreader go over your entire website. SEO audits are done by marketing services or an SEO audit tool to enhance the user experience of your site.
You can get a technical SEO audit which oversees SEO tactics, caching, checking databases, hosting, and mobile compatibility. A thorough SEO audit also reviews the content for proper link use, metadata, website usability and conversions.
There are tons of benefits to performing an SEO audit. Not only will your website get re-evaluated but you will also get to know which areas need improvement.
Read more about how a simple SEO audit helped to increase LevelTen’s traffic by 44.72% over a span of only 7 months.
3- Using duplicate content
Remember, one of the basic SEO fundamentals is staying away from duplicate content. Skip the use of content that appears word-for-word in more than one page. While it may not always be a case of plagiarism, Google looks down upon duplicate content which can affect the search rankings of your website.
For e-commerce businesses, it is pertinent to create quality content for product descriptions. Don’t be lazy and copy-and-paste the vendor’s original description. Be creative and write original descriptions for each product. Not only will your customer take an interest in reading them, but it will also give you an opportunity to target different SEO strategies. Alter your keywords to target different channels and audience. You can even experiment with untested keywords. Who knows, you might strike gold!
4- Not offering personalized product videos
There is nothing more engaging than offering personalized product videos to your customer. For instance, guide the customer on how to take care of the product or suggest ideas on how to use it creatively. Likewise, a video testimonial from a client is a good way to boost sales.
Read more about how Carl Juneau, a personal trainer, increased his website sales by 46% after he incorporated video content to demonstrate and market his products.
5- Not interacting with customers on social media
Maintaining a social media presence is not enough. You should also learn to actively engage with your customers to build your brand identity and customer relationships. A simple way is by posting interesting content that attracts the attention, likes, and comments of your customers. Organize contests and discounts periodically to increase customer engagement.
Read these 7 Facebook marketing case studies to inspire you!
6- Website takes forever to load
Did you know, according to research, you are more prone towards customer abandonment if your website takes a long time to load? Most customers will just close the tab and visit a competitor website if your website takes longer than 3 seconds to load.
7- Not prioritizing mobile optimization
There is no doubt about the fact that mobile devices have become a staple in our daily lives. This is why the importance of mobile optimization has increased more than ever. According to a research, mobile commerce sales will rise up to $109 billion in 2017 alone, and the number is expected to rise every year.
Plus, Google prefers mobile-friendly websites and the search rankings of non-mobile friendly websites could suffer.
So, optimize your website for mobile devices if you haven’t already as it can increase sales, bring in more traffic and boost user engagement.
SEO might not provide instant results, so don’t get anxious. Think about it as a long-term strategy instead of a quick fix.
The best SEO strategies require consistent work and continuous improvements, not throwing all your cards at once. Search engines are very suspicious of immediate change, so, tread carefully. Hire a strong team, which involves the best designers, writers, and developers.
Work towards a single goal: to create a better website which provides improved user-experience and a higher-ranking potential- and you will automatically see the sales chart rising.
If you have any tip you want to share, please do so in the comment section belo