SEO for online stores - what to keep in mind?
In the beginning, was the wordAn entrepreneur wondering what actually SEO for e-commerce is all about has to face a serious challenge already at the very beginning of the business activity. The challenge is the name of the store. Although smart and intriguing names can appeal to users, they certainly won’t attract search engine robots. Of course, it’s not about naming your shoe store “Sports shoe store Boston”, however, from the perspective of the search engine, such a name would be really appropriate. Therefore, it’s crucial to choose a name that is semantically related to the products you offer and at the same time is to your liking. Appropriate selection of keywords is another issue you should take into account - in case of e-commerce, there should be loads of long-tail key phrases. As an example, when talking about an electronics store, apply phrases like "Sony PS4 Chassis C 1TB shop” that will complement keywords related to “electronics store Boston”. Thanks to it, you’ll reach customers who have already decided to make a purchase, therefore, your conversion rate will also improve. On the other hand, the number of phrases should be significant so that you can tailor most of them to specific product subpages, which guarantees that the SERPs will correspond to particular keywords. SEO for a large number of detailed and precisely specified phrases is called long-tail SEO. To learn more about it, go to our blog entry: Long-tail SEO - what is it and how does it work? Remember that research of keywords suitable for your website should start with a thorough analysis of page content. It’s advisable to focus on your company’s core products or services and values. Pay attention to keywords that clearly define your business and inform users about your business activity and elements they may find on your website. Google Keyword Planner, Senuto and Google Trends may come in handy in the process of selecting keywords. Want to find out more? Check our blog post: Keywords - 10 useful tools supporting keyword research. Owners of local businesses should consider local SEO and keywords, especially if they want to attract traditional customers, not only online users. Let’s imagine that you’re a shoemaker with a company in a small city. People needing such a specialist in this city will easily find you if they enter the city name and the word “shoemaker” into the search engine. This way, your services are more accessible for potential customers who probably live in your town and want to take advantage of a specific service you offer. They’ll find you provided you’re visible online. And local SEO will help you with that.
Name things explicitly[caption id="attachment_41834" align="aligncenter" width="750"] Source: asos.com[/caption] Another thing you should take care of is making sure that product and category names are understandable for customers and search engine robots. This means that product categories should be like "1337-shoes-nike", not "1337-products-default". In a more down-to-earth example, the category should be called "sports shoes" rather than simply "sports" - after all, it's the phrase "sports shoes" that you're interested in, because the adjective "sports" itself doesn't bring you (or robots) any value. The same applies to product names which should be in line with their true, full names. First and foremost, a name should define a type of a given product and include additional features determining pieces of information such as a model, color or brand. The more detailed the name, the greater the chances that products will be accessed by users who know precisely what they’re looking for. This, in turn, increases the probability that they’ll make a purchase in your store. However, it’s crucial to keep an optimal length of the name, it shouldn’t be too long.
Product specificationNow that we have mentioned the product name, it's time to say a few words about other destinations visited by users interested in your product range. Obviously, we’re talking about product specifications. If you want to delve into this subject, we’ve prepared a special entry that will tell you how to create attractive product specifications. However, today we’re going to briefly discuss what should be included in such a specification. Without further ado, a product specification should contain elements such as:
- product name (which has been mentioned above),
- price (placed in a visible location - it should be explicit and it shouldn’t mislead users),
- photos (a video showing a given product may be an interesting idea, especially in the case of an online store with clothes or footwear),
- product description (which will be discussed in detail later on),
- other vital pieces of information such as availability, delivery time, or returns.
- product reviews (star ratings or comments - it’s worth fighting for customers’ feedback),
- CTA (Call to Action) - meaning messages such as “buy now” or “inform me when the product is available).
- Action (such as making a purchase)