Have you been ignoring SEO? We’ve got news for you… it’s time to tackle it, head on!
Search Engine Optimisation (SEO) can feel like a minefield when you’re starting out. But don’t fret, that’s why we’ve simplified things in this handy guide to show you the importance of SEO for your ecommerce business!
What is SEO?
SEO is simply the optimisation of website pages to improve their chances of ranking in search engines and ultimately, getting in front of your ideal customers.
The main purpose of SEO is to improve the chances of people finding your business, products or services. There are a number of SEO strategies that can be employed to do this; from keyword research and content creation all the way through to technical SEO which includes the nitty-gritty elements such as indexing , crawling and 301 redirects.
Considering that the #1 ranking position in Google gets an average click-through-rate (CTR) of 39.6%, it’s clear that getting your site up the search rankings is a sure-fire way to drive traffic and in the long-run, increase revenue.
Why does it matter?
I’ve heard this question many times, and my answer never changes, SEO matters because if noone knows you exist, how can you run a profitable ecommerce business?
If you’ve been in the ecommerce game for a while, you may remember a time when SEO wasn’t the be-all and end-all. A time where online competition was low and keyword-stuffing worked an absolute treat!
I’m sorry to say that those days are officially over. We’re now in a time where competition is fierce, the way in which people are searching is changing and search engines are becoming more astute in terms of how they rank pages.
“Googling it” is so embedded in today’s culture that not optimising your site to appear in search engines, not only stagnates short-term growth but can also be detrimental in the long-term.
What steps can I take to improve my SEO?
There are many areas that contribute to successful SEO, that’s why the first thing you need to do is develop a comprehensive SEO strategy for your business. Ensure you cover the following areas, and you’ll be on to a winner;
In terms of the basics, ensuring your ecommerce site has set-up Google Analytics, Google Search Console and has an SEO plugin (such as Yoast SEO) is a great place to start! These basic tools will allow you to monitor progress and alert you to any SEO issues your site may face.
Now we get on to the more complex side of things, but bear with us, this is important stuff! In terms of technical SEO, you want to ensure your website is both crawable and indexable, in addition to having super-fast load times and being mobile-friendly. We get it, it’s a lot! But with consistency and a dash of patience, you’ll get there.
Keywords are the building blocks of successful SEO. They inform everything from on-page SEO to long-form content such as case studies and blog posts. Start by finding a primary keyword to target using a tool such as Google Ad Keyword Planner. Once you’ve identified a keyword, it’s time to assess the intent of the user who’s typing it. You can use tools such as Google Trends to help you along!
For more keyword research tips, head to our previous blog post.
Top Tip: Search terms and phrases are becoming increasingly driven by natural language as we are utilising voice search technology (via the likes of Siri and Alexa), so be sure to bear this in mind when selecting keywords and phrases.
This is where short and sweet, pays off! Ensure your title-tags, met-tags and URL’s are concise, compelling and include keywords (if possible and relevant) to increase the likelihood of the viewer clicking on your page. Optimising images, internal linking and linking to other informative and trustworthy sources also pays in terms of on-page SEO.
Building links is a significant element within any SEO strategy. Ensure you’re always on the lookout for backlink opportunities (other websites linking back to yours) and reach out to any sites where your content would be valuable to their readers.
This is where you can really provide value for your audience and boost your SEO along the way! Understanding your audience’s search intent is crucial as your content should provide tons of value to the reader and help to solve their problem.
Ensure you use headings within your blog posts, case studies and articles to create hierarchy within your content. This breaks down the content into manageable chunks for the reader and also assists with SEO as search engines can quickly identify what your content is about. Content should be published consistently so be sure to cater for this in your plan!
SEO can be an excellent tool for driving traffic to your ecommerce site and improving rankings. Although not a quick-fix, when a long-term SEO strategy is implemented (and executed well) it can have the highest ROI of any marketing strategy. But, it requires patience and consistency.
If you’re in need of a helping-hand, don’t hesitate to drop us a line and we’d be happy to help!