Search engine optimization (SEO) affects conversion rates and online sales. To ensure your ecommerce store obtains maximum exposure online, incorporate these SEO tips into your marketing strategies.
Create custom descriptions of products.
Overseeing inventory is time-consuming. To expedite publishing new items to your online store, you may be tempted to copy and paste product descriptions directly from a manufacturer’s website. While it will fulfill what you need momentarily, this approach does not benefit you or your business. Instead, make time to rewrite the description to include keywords customers will use to search for the product. Select common search terms rather than technical ones to increase the likelihood a customer will see your inventory. In addition, make sure your descriptions are grammatically sound and spelled properly, and try to structure them as “fact-to-benefit bridges.” Provide customers with facts about a product and follow this with an explanation of how the item will benefit them.
Enhance product images.
It’s good practice to include ALT tags, also known as ALT text, to attach specific keywords and descriptions to pictures. This approach helps Google and Yahoo, among other search engines, understand the content in your photos. As a result, when a person searches for an item your business carries, it will be more likely to show up in the search result carousel and image search result feature. ALT tags are also valuable for people who are visually impaired and need assistance perceiving visuals on a screen. Ideally, ALT tags should have 125 characters or fewer to prevent longer text tracts from being broken into blocks of characters by screen reader programs for the visually impaired. For acronyms, make sure to include spaces between each letter. ALT tags for images used as links should describe the destination, rather than the content of the photo.
Encourage product reviews.
Reviews are an important part of SEO for ecommerce sites. In fact, 50 or more reviews for one product can increase conversion rates by 4.6 percent, according to Reevoo. In addition, more than half of consumers make purchases based on product feedback. They see reviews as an honest representation of what can be expected when buying an item.
In terms of SEO, new feedback keeps your website and products relevant and improves SEO organically, because customers will naturally refer to keywords and may generate a link to a product when writing reviews. Furthermore, reviews allow you to recognize long-tail keywords that rank higher than common search terms. You can identify these keywords by reading reviews to determine what topics customers mention frequently. Then, you can integrate these more specific keywords into your site’s SEO strategy.
After a customer purchases one of your products, request a review via email. Give them time to receive and use the product to formulate their own opinions, but make sure you request a review soon enough that their experience is fresh in their minds. If you have the technology, you can also include a feature on your site that allows customers to rate the helpfulness of another person’s review.
Use meta descriptions properly.
Meta descriptions offer a brief explanation of the content on a web page. These descriptions display on search engine results pages (SERPs) to give Internet users a preview of a webpage. To maximize its capabilities, you should always create a meta description that is unique to each webpage on your ecommerce site. A good meta description has approximately 155 characters, but no more than 160 characters, and includes compelling copy that will persuade a person to click for more information. Don’t use quotation marks, because Google will cut off the description. In general, it’s best to use only letters and numbers and avoid special characters completely.
Integrate anchor text.
Anchor text is the visible text in a hyperlink that a person can click to go to the linked page. It may be highlighted in a different color or underlined. In essence, anchor text uses hyperlinks to connect words and phrases to other relevant web pages and documents. A best practice when adding anchor text to your content is to link words that describe the destination, instead of linking the term “click here” or some variant of that. This creates relevancy, which helps your site rank higher on SERPs.
You should also include keywords in anchor text for an added boost in SEO. You can find which keywords to target by obtaining a copy of your analytics and running the words in a rank checker to see the conversion rate. In regard to multiple anchor text links targeting the same URL, Google only counts the first anchor text, which may be located in your menu bar. However, researchers are experimenting with new approaches that may validate the use of more than one anchor text link on a page directing visitors to the same URL. A factor you should be cautious about is making sure you do not employ too many inbound links to a page using keyword-rich anchor text. This causes Google and other search engines to scrutinize your ecommerce site. If deemed suspicious, your site may be assigned a lower rank on SERPs.