SEO is evolving and people need to adapt to its newest techniques to continue improving site visibility. According to WordStream “approximately 61% of marketers believe that SEO is the key to online success”, which is why modern businesses are spending 41% of their marketing budget on it. Search Engine Optimization is the process of making a website that’s constantly updated for steady and relevant positioning online.
Not only do you want to stay relevant online, you want to improve your website’s position on search engine results like Google or Bing in the long term. An article on SemRush confirms the importance of optimizing your ecommerce site using SEO strategies, given that they “can yield an ongoing, free source of high-converting organic traffic”.
There’s three main types of SEO: on-page, off-page and technical SEO. We’ll go into each further in this post. Using SEO strategies you will be better positioned against competitors in your niche. In this article you’ll learn the key 8 strategies you need to fully optimize your site. Not only to drive quality traffic but to format content both the user and search engines can find much easier.
1. Find Relevant Keywords and Optimize Content Web Pages/URLs
Keyword Research and On-Page SEO
The best way to get started with SEO is doing a thorough keyword search. Brainstorm and look out for the words your potential customer is using on search engines to browse your product or service. You can use sites like Ubersuggest to get you started on your keyword research process.
By also focusing on keywords your competitors are using, you can start finding relationships and ideas to expand on how to better reach audiences.
Use Google Analytics For Your Research
To begin your keyword search you can use an organic research tool like Google Analytics for direct insights on what your lead is browsing online. In marketing terms, this is known as buyer’s intent. This will provide you with comprehensive information on what your buyer’s journey is like, showing page traffic percentages as visitors browse your site. Your goal here is to learn more about your target audience’s engagement with this topic.
As you begin working on this you will realize it’s like putting a puzzle together nicely for your users and potential clients. You begin to learn more about your audience with this key initial step for acquiring leads.
Place Your Keywords on Product Landing Pages
When you begin placing these keywords in the right places, you’ll start seeing results in your website’s engagement. It’s important to create landing pages or a different section of your website to highlight your products. These new pages should have the keywords you aim to target. In this way you are optimizing your website to reach a specific audience and get qualified leads.
This kind of optimization is known as On-Page SEO, where you optimize the website’s ranking by choosing a keyword to target. In this case, here is where SEO strategies focus most on the user and search engine. Common on-page SEO practices include placing those keywords when creating title tags, content, internal links and URLs. We’ll dive into these terms in the next few steps.
2. Long Tail Keywords
Research Tools and Google Suggest
A Hubspot article confirms that “people are submitting longer, more conversational queries”.
Besides relevant keywords that are usually 2-3 words, long tail keywords are search phrases that have a lower search volume and cost but have a greater potential to convert.
There are three stages to a buyer’s journey: awareness, consideration and decision.
People use long tail keywords when they are in the consideration and decision stage. Consider a lead or potential customer who already decided they need to purchase a lawn mower. Instead of only using the word “lawn mower”, the lead will likely go into their search with more specific words like “lawn mower stores near me” or “electric or gas lawn mower for suburban homes”.
Use Google Suggest to find these relevant keywords for your brand. Check the autocomplete function as you begin to search on Google for more clues. You’ll find related words to your keyword and notice any other words visitors use to search for this broad sentence or “head term”.
Aim to create content that will target these long tail keywords. You can do this by using words or verbs that suggest the act of purchase, instead of overusing informational keywords. You can begin building authority on this topic by picking a high search volume keyword and repurpose your content to increase its visibility or rank on the SERPs (Search Engine Result Pages).
3. Establish an Easy Site Architecture
Good Page Structure: Technical SEO
To guarantee a quality e-commerce site experience, not only do you need high quality content, you have to make sure it’s formatted in the right way. You should guarantee your site is both user and search engine friendly. If you work on the site’s code and architecture, you are working on what is known as Technical SEO.
Technical SEO makes sure the website meets all technical requirements for it to rank online. Oversee tags, or labels attached to a specific landing page for good search results. Other technical tasks include optimizing codes and configuring servers for your site to have quality speed.
A Backlinko article on Technical SEO mentions that “search engines need to be able to find, crawl, render and index the pages on your website”. This stresses the importance of having a fully optimized site that has easily accessible information. Finally, remember to have no duplicated content and make sure your pages are secure.
Aim to Rank on Featured Snippets
Good websites have good structure. This means a website that’s formatted or set up in a way search engines can easily find information on. A new way to reach audiences even before the first search result are search engine’s featured snippets, those highlighted in a different format from the other search results.
For example, if someone is looking for “steps to scaling my business”, mold your content in ways that could get picked up by Google and Microsoft Bing’s featured snippets. A WeCT article confirms that both Google and Bing use artificial intelligence technology to “return a summarized paragraph or list from a web page that best meets the user query”.
4. Content Pillar Pages
Another key important SEO strategy is the creation of content pillar pages. A pillar page is a landing page with content concerning a single topic. This type of page also has hyperlinks or backlinks that go more in depth in specific pieces of content. E-commerce site owners should take action and create campaigns with backlinks to the main website of service.
As mentioned in a Hubspot article, “the way people search has changed, and in turn, that’s started to change the way SEOs and bloggers create content”.
Creating backlinks or “link building” allows the search engine to recognize your site as having good domain authority. If you link to other websites with similar or related information, you’ll earn more trust or domain authority in the search engine algorithms.
Adding backlinks can enhance every page to its full potential. Make it so that every piece of information your lead may need can be found on your website. Reference websites you trust or are in accordance with your business goals.
A Hubspot community article on pillar pages, informs how Google’s search engines function as crawlers or explorers of information and you should “Make it really easy for the crawlers to jump from place to related place on your site. That way, they can report back to Google exactly how your site is structured and what it’s all about.”
By showing the intent of progression and backing up your data with research, you’ll have readers notice that you care about staying up to date. Providing case studies or statistics on your line of business, aiming to inform, will get you more credibility and trust.
Every facet of what you offer should be updated to the most recent advances or in-line with current customer trends, to be the most reliable source on the subject.
A Forbes article on user engagement points out that “customers who engage longer with a website tend to connect to the brand more – this can lead to customer advocacy and long-term revenue”.
5. Create Unique Product Descriptions for Each Product
What better way to voice what sets your brand apart from competitors than by detailing all aspects of your service or product through descriptions.
From size, measurements and images, showcase your offers to your audience. Go back to the times when you first started and remember what you were trying to accomplish. Bring some of that vision back to your main product description and why it’s important. What would you like to see if you were your ideal customer?
Make sure your products provide all specifications. If it applies, list your category and product pages. You should provide web copy for this as well, ready for users to dive into for more information and content.
6. Optimize URLs and Images for Site Speed
Another key way to take advantage of SEO is using your website’s metadata. Metadata is the information showing what your site is about on the results page, from page title, description and URL.
URLs and Content Images
The URL is the web address and should simplify the page’s main purpose. You can aim at using your keywords to better influence your site’s CTR or Click-Through-Rate.
When you create your URL for a specific landing page or website, you could include keywords to make it more accessible but make it as straightforward and general as possible.
As users begin to click to your site, they will want the site to be fast and responsive.
Use high-quality images to showcase your brand but make sure they have an appropriate size. You can compress them in PNG or JPEG formats, aiming at 1 or 2 MBs.
7. Optimize Title Tags and Meta Descriptions
Your title tag is your website’s header that appears as a blue hyperlink in the search results. To be able to guarantee a consistent click-through-rate on our site, the title tag should have about 55-60 characters.
Optimized Header Tags
Oversee your web page’s main title or what is known as H1 tag. The H1 tag is the one that appears on search results for your website. Other secondary head titles (H2, H3…) allow you to distribute content in order of importance or in whatever way applies best to you. You can include your keywords in these secondary titles as well.
If you list and format your content in a comfortable layout, your navigation experience will go a long way.
Think back on a specific website you remember fulfilling a good level or service to you. Check back and notice what caught your eye. Explore websites from your competitors, not to copy what they are doing, but to get creative ideas as to how you might make those features work for you.
Website builders like Odoo can facilitate the establishment of a good SEO strategy. You’ll be able to create campaigns, track results and implement changes to your website for better optimization. They should be direct and to the point, potentially using the keywords you want to target. Think more on the intent of those searching for your product or service, using direct verbs that are used in long tail keywords for example.
Optimized Meta Descriptions
Meta Descriptions are what appears below a page title. This is the information that potential leads see as a summary for your site and what it provides. These can be about 160 characters long and should highlight the unique selling point to your offer.
You can update these title tags or meta descriptions as needed to repurpose your content later on in the future. You can repurpose or reuse your content by identifying what’s already working for you and extracting the most value in a different medium that can provide more opportunity like adding infographics, blog posts, podcasts, etc.
8. Ensure Site Security
Lastly, but most importantly is ensuring your website is secure for your visitors. Once your site begins to generate sales and money transactions, you will want users to feel secure.
You’ll need to have HTTPS and SSL certification to protect sensitive data or information. As defined on a GeeksforGeeks article on SEO safety measures, HTTPS stands for Hyper Text Transfer Protocol Software, which “allows the server to make a connection to the server on a standard port and SSL appends an additional layer of security for the encryption of data”.
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SEO is vital for your business because it ensures visibility within your niche. Always carry out efforts to update your content regularly, so they always target current trends and your strategy results are effective.
Nativo can assist you in your SEO process, in case you need to strengthen and maintain your ranking online.
It’s not just cost-effective compared to regular advertising, but it’s results are also more effective and longer lasting. As you can see, content and SEO go hand in hand, and you must keep an eye out for new trends or keywords that could enhance your page’s position online to increase user engagement.
Reach out to Nativo and our team can help you bring a personalized SEO strategy into action.