eCommerce sites, regardless of what they’re selling, should apply search engine optimization strategies for maximum reach in lead generation. It’s a misconception that search engines automatically detect all content. In reality, optimizing pages for search engines is a must, especially for sites with many product pages.
Constantly changing inventory, which is common among eCommerce sites, can make SEO implementation more difficult for them.
For web browsers seeking a product to fulfill a specific need, effective SEO can be a goldmine for attracting new customers. Here are the benefits for eCommerce sites utilizing SEO.
Descriptions Draw Customers In
eCommerce sites often lack quality product descriptions, which are an opportunity to showcase the product. Faulty product descriptions also neglect the SEO potential.
Here’s a great example from Method:
Method uses a very unique description that connects to the visitor on an emotional level by connecting with holiday type phrases.
For example, a description for snow boots could include “Looking for the perfect pair of snow boots to walk through snow?” The phrase “snow boots to walk through snow” is relevant for users seeking specific snow boots, and when used in the product description, plays a part in SEO strategies. Search engines typically elevate specific product pages for relevant leads.
If someone is looking for a certain product to provide a solution for whatever their question or need is, you want your product description to contain the right information that will deliver that result early in the search engine’s results. You should aim to write quality descriptive content that encourages customers to make purchasing decisions. Especially since your product, if described properly, is the right fit for their needs.
Be sure not to copy content from other sites, because search engines will penalize heavily if you post duplicate content. Never use the description directly from the manufacturer. You can tinker with content length and substance until you see what works best with your audience.
Product Reviews Shine
With many eCommerce sites to choose from, you should assure users that yours is legitimate and your products are worthwhile. Use product reviews to showcase your trustworthiness. You can also inject search terms to reap the SEO benefits. Another benefit is automatic unique product descriptions from real people, which detail product benefits and functions via a crowdsourced method.
Archived posts with considerable reviews can attain star ratings in Google search results, which gives your site added visibility. A high rating in Google search results can provide searchers an extra push when making a purchase decision. Amazon product pages do very well, and their review score shows in Google search results.
Specificity Is Addressed in Page Optimization
You should emphasize popular keywords for a product, but don’t disregard specific queries.
Prospective leads may search for a product via its model number or brand name so it’s wise to infuse proper SEO in your title pages and H1 headings to cast more of a net for leads and increase the likelihood of engaging unconventional search terms. Your “snow boots” could be competing with many other sites, so honing in on a more specific keyword won’t hurt.
‘Speaking’ URLs Have Share Appeal
A speaking URL is essentially a URL that can be spoken, as opposed to one with seemingly randomized numbers and letters. For example, http://www.university.edu/academics/ has more appeal than http://www.university.edu/index.php?id=41 in regard to sharing and SEO appeal. The speaking URL enables webmasters to infuse an extra keyword or two into the post. It also makes the link less vague when shared on social media, increasing the likelihood of a click.
You can conveniently switch generic URLs to their speaking counterparts using a plugin like the Typo3 extension RealURL. It successfully swaps the hard-to-remember URL with an SEO-friendly alternative. Using this strategy long term can bring substantially more leads to the page.
SEO Emphasizes Buyers’ Natural Search Progression
A study from UK marketing agency Elevate found consistency in how users hone their searching patterns as they progress closer to a purchasing decision. Specifically, they travel through three stages, starting with the vaguest. They may start with “mortgage,” and then move onto “purchase mortgage” before researching more and settling on the keyword “5 year fixed rate mortgage.”
With this in mind, eCommerce pages should communicate with customers throughout their searching processes. Tailor your content with keywords relevant to all phases, while also maintaining a site blog.
Incorporating a step-one keyword, like “mortgage,” into an eCommerce site blog can capture a lead effectively because they become familiar with the site early in their research. The blog post could link to a product page, which could emphasize the step two or three keyword.
If you tailor introductory posts with a step-one keyword, and then add the step two or three keyword with the actual product pages, you stay with the lead throughout their entire journey. Your eCommerce site’s thoroughness and expertise can convince potential leads to convert.
SEO practices can shine for any eCommerce site. Using the power of search engines to attract new customers can truly elevate an eCommerce business to the next level.