Organic search is a technically demanding channel that requires ongoing maintenance, but when executed correctly, it is still one of the best low-cost methods of driving traffic.
In order to hit those high rankings, there are numerous factors to consider. Here’s eight to look out for…
1. SEO-friendly product descriptions
Ensure your product descriptions are written both for your customers’ benefit and the benefit of search engines. Make sure to include the keywords associated with that product and its finer details e.g. the colour, size, material and any other necessary specifications. Adding this level of detail means that the product page is more likely to rank in its own right.
2. Unique product descriptions
A common pitfall to avoid is duplicate product descriptions. Many e-commerce stores feature very similar products or even the same product in a variety of colours, sizes etc. It’s important to remember that every page on your site needs to carry unique content to avoid duplicate content penalisations.
3. Optimise images
Images on your site have the ability to rank as well, with image searches now a big part of general search traffic. That’s not to mention that correctly optimised images contribute to the perceived quality of page content. Add alt tags and use image file names that say what the image is to stay on the right side of this requirement.
4. Include user reviews
Having user-generated reviews on site is an easy way of getting your consumers to add new SEO-friendly content to your site for you. Add an SEO-friendly widget on product pages so that consumers can rate and talk about the product. If you find them hard to attain at first, incentivise users to write reviews by using promo codes or a competition and get the ball rolling.
5. Add a blog to your site
Blogs are a fantastic way to add regular, unique content to your site and because the content is dictated by you it’s easy to make it SEO-friendly. Write as often as you can. The regular growth of your site and addition of new pages plays well into the hands of search engines. Link back to your products and other blogs where relevant and don’t forget to generate extra traffic by promoting your blog posts on social media.
6. Media outreach and press releases
SEO is not a purely intrinsic effort, it’s vital for search engines to recognise where your site sits in relation to other industry authority sites. Press releases and media outreach to popular sites can help you generate not only external discussions about your brand and products but potentially generate genuine backlinks to your site which search engines will pick up on. This is a tough area if you’ve not worked this way before – take a look at how we could help.
7. Make time for meta descriptions
Meta descriptions don’t have the same SEO power they may have once had, but taking the time to complete them still makes a difference. Your meta descriptions are displayed to the user when your result appears on the search engine results page so it acts as a call to action. A decent meta description can be the difference between you receiving the click or losing that traffic to your competitors, so make time to create unique and compelling meta descriptions.
8. Keep products close to your homepage
By close, we’re talking about the amount of clicks required to get from the homepage to the product page. The general rule is the fewer the better but for those with expansive catalogues you can’t have all your products linking effectively from the homepage. Try to break your navigation down in to categories or product groups that could potentially allow every product in your catalogue to be represented. This would mean every product page is only two clicks away from the home page. This architecture will not only lend more power to product pages but will allow newly added product pages to be picked up by search engines faster, making your e-commerce website much more visible.
Want to improve your e-commerce traffic? Schedule a meeting with our experts and see how you can get your products found online.