Why You Need SEO for Your E-Commerce Website

by | Oct 6, 2016 | Content Marketing, Ecommerce | 1 comment

Why You Need SEO for Your E-Commerce Website

by | Oct 6, 2016 | Content Marketing, Ecommerce | 1 comment

As you’re building your online business, you’ve probably wondered what the best way is to draw in new customers to your e-commerce website. Do you opt for pay-per-click services? Purchase more visible advertising spaces? Incorporate SEO into your marketing campaign? While each option has its own benefits, one of the most effective ways to drum up new business is by optimizing your site for better search results. In fact, a study done by New Media Campaigns found that, when comparing organic search results to paid, organic was 8.5 times more likely to be clicked. There are several reasons why PPC advertising may not be a better choice than e-commerce SEO.

The Why

 

1. Viewers Ignore Sponsored Ads

Unfortunately, this has been scientifically proven. Those expensive ads you’ve purchased hoping to make a quick return will often simply sit on the side or top of the page without even being looked at. Scientists have used heat-mapping technology to show where a viewer’s eyes move on the page, and it’s rarely to the areas where sponsored content lies. Why do viewers do this? Typically because internet users respect organic search results more than something that was paid to be in front of them.

2. SEO Offers Long-Term Benefits

SEO

PPC ads are a great way to get your company’s name out there when you’re just starting, but it can be expensive and competitive to maintain in the long run. In reality, click-through ads have been shown to hold a higher conversion rate, but that number is slight at 1.5 times that of search engine results. Rather than putting all of your money toward short-term sponsored ads, invest in something that lasts by creating dynamic content that will be viewed again and again.

3. You Can Outsmart the Competition

The same New Media Campaign study mentioned above found that only 11% of search engine dollars are spent on SEO, while 87% is put toward PPC. That means that your competition is likely focusing the majority of their advertising budget on sponsored advertising, something that has been shown to be less attractive to users than organic clicks. One obvious way to get ahead of the game is to focus where others are neglecting and allow your site to rise up naturally. While you won’t reach the top spot overnight, patience and dedication can build your rankings till you’re the first option users see.

The How

Now we’ll talk about how to work effective SEO into your advertising campaign. To do this, you need to realize that the easiest, least expensive route is to involve an SEO expert in your website design from the very beginning. There are so many aspects of your e-commerce website that will affect your rankings in the search results, so you really need a professional to make sure your site is completely optimized. Here are a few ways that SEO best practices can make your site easy to find and boost your organic rankings.

HTML

There are many factors in the coding of your page that will affect your rankings. For example, tags can cause your site to pop up in the results of multiple searches and boost awareness… or not. If you include valuable keywords in your description, URLs and title and image alt tags, search bots will find your page many more times than if your HTML is not optimized. For example, if you sell nuts and your website is called PerfectPralines.com, a product page with a URL “http://www.perfectpralines.com/vanilla-spiced-caramel-pralines/” is much more likely to appear in search results than “http://www.perfectpralines.com/productid=2252/.” Having each of your product pages pop up on search results is one of the many ways to use HTML to maximize your site’s authority.

Page Design

Website Design

There are certain aspects of the design of your site that will also play a part in what your ranking is. For example, things like graphics covering certain keywords can make it more difficult for search engines to recognize your page. The layout of your page is also important. Google likes traditional looks, so using titles, headers, content, footers, etc., in the proper order and arrangement will make scanning your site simpler and quicker. Google’s search mechanisms are becoming more sophisticated, but helping them by prominently placed keywords on your site can boost your position and sales.

In-Page Content

One thing that can set your site apart from the crowd is the content on each page of your site. Your shopping funnel and site navigation are just a few of the places that e-commerce SEO can be applied. There are many other areas of your site that benefit from optimization.

Product Descriptions

Having unique product descriptions that make the most of valuable keywords can not only drive traffic to your site but also make your site more attractive to viewers. Many websites simply use the manufacturer’s description, making them monotonous and boring. Make the most of each word on your site by optimizing everything on the product page, from the titles to the descriptions.

Build Links

When seeking to establish authority, links are a great addition to any site. Consider internal links to direct customers to the proper page they’re searching for, but also place external backlinks to sites that can support your business.

Site Usage

Site Usage

What happens when a user lands on your site? Do they have to scroll through useless information to find what they’re looking for? Is the site slow? Is it accessible from any platform? Unless your product is truly one-of-a-kind, viewers will likely have many other options to click to if your e-commerce website is difficult to navigate. Having an expert ensure that your page is user-friendly will mean longer visits by potential customers and, hopefully, more sales.

By completely optimizing your site for search engines, you’ll be increasing your opportunities to rise in organic rankings and drive more traffic to your site. Traditional SEO articles and blog posts can also bring in more viewers, just make sure it’s easy to navigate from them to the specific products. Enlisting professional help can ensure that no detail is overlooked and your website has the best chance possible at claiming the top spot on Google.

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Jon Bingham

Marketing Director at BKA Content
Jon is the Marketing Director at BKA Content. When he's not crafting compelling marketing material, he likes to build Legos, buy sneakers, stare at sports cars and watch the Utah Jazz.
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