August 7th, 2019
For any website owner holding minimal Digital Marketing knowledge, you will be well aware of how imperative SEO is to your online success. But, when it comes to SEO and E-Commerce websites, things get a little more complicated.
Firstly, it should be noted that any devoted E-Commerce business should keep close awareness of their online presence. After-all, through a few promotions and PPC campaigns, it’s easy to direct plenty of traffic to your site.
But your priority should be implementing SEO practises to maintain a steady flow of your intended audience visiting your pages. And this is much harder to sustain. It takes a lot of time, effort, energy and research to gain organic equity. So, you should not be in a hurry to lose it for foolish mistakes!
This article will draw your awareness to the correct SEO practises you should perform so that your E-Commerce strategy is undeterred, your equity sustained, and you continue to bloom as a business!
Who is Your Niche Audience?
Immediately, before you do anything, you need to define your target audience. You wouldn’t expect a tight-fitting, low-cut skirt to appeal to a 90-year-old woman in the same way you probably wouldn’t attempt to sell a puppy to a dog groomer. Basically, know your online market. Gauge their needs and behaviours. Gain the right traffic; after all, you reap what you sow. This will be particularly effective in your keyword research for SEO.
So by starting with your audience, there is a wealth of online tools you may utilise to develop consumer insights. Google Analytics is inevitably one of the favourites. But any reputable tool that engages with demographics, competitor evaluations, and all-round user behaviour means you will gain a comprehensive understanding of your audience.
Again, it should be mentioned that if you do not currently have a designated marketing team, or an agency taking care of your website, you might want to reconsider. Experts in SEO will be able to get your E-Commerce site in shipshape to the benefit of your online authority. Consequently, gaining equity is hard. But protecting it is a whole different ball game.
As any decent Digital Marketer will know, the first step in optimising a website is understanding its flaws. If you do not have the means to complete this action, find someone who can. By running your website through the Screaming Frog tool, for example, will strip off the makeup and unearth the blemishes beneath. This is the start of the process of optimising a website’s core SEO.
From here, you will address the defects that are restricting your ranking. This involves (and is not limited to) meta description, H1, H2 and URL optimisations, page titles, and of course, repairing the dreaded 404s.
From here, your website is on far stronger foundations as you proceed in the quest for sustained equity!
The Long-Tail of Keywords; Your Next Pursuit
At this stage, you have generated a profile of your audience and fully optimised your E-Commerce website (each of which should inherit continual fixing and improvement, by the way!). Now you should look towards those teeny-tiny buzzwords that are going to direct the main bulk of intentional traffic to your site.
To do this constructively, embody your users’ mindset when approaching an online search. Do this from a stance that reflects your brand’s current stake on the SERPs (Search Engine Results Page). Those searching for ‘men’s shoes’ are not likely to fall open your humble E-Commerce site. The brands taking the limelight will be the likes of ASOS or Top Man when it comes to owning the top few spots on SERPs.
Instead, by taking advantage of both your competition and your brand, you can discover highly effective and relevant keywords and long-tail keywords that will draw traffic to your pages. For instance, rather than ‘mens shoes’, incorporate the term ‘mens Nike sports trainers’ when you tackle your content optimisation task. Then blog about them, seriously. Google will (hopefully) gobble it up and see you as a brand catering to the user.
Are you Content with your Content?
Remember, Google’s algorithm is always in favour of organic, quality and relevant content; the kind that spoon-feeds users the information for which they are searching. Your content should be laced with these valuable keywords, but to a standard that is entirely in favour of creating a positive journey. Content is specified as anything upon a page that is intended to be digested by the user. So don’t gloss over anything as it all combines to enhance your ranking.
To fulfil this task efficiently, you are best off finding your XML Sitemap. This way you can physically see your stronger pages. This is where you must start your keyword and content optimisation spree, and no, it probably won’t take a few minutes…
Equity; Once Acquired, Protect
This article only poses as an introduction to the process of utilising SEO to gain sustainable equity for an E-Commerce site. The procedure of nurturing your progress is a continual battle, but one well worth fighting.
Outside competition, algorithmic changes and sudden indexing issues contribute as on-going obstructions for E-Commerce website owners and their respective Digital Marketers. But, in taking care of your core SEO, and keeping tabs on activity both beneath the surface and at your front door on the SERPs, you are doing the best you can for your online business.
Brave is a Digital Marketing agency that holds a strong focus on protecting and building clients’ organic equity through expertise in E-Commerce and SEO. Should this article have prompted the question of the level of protection of your website’s success, we are always available to provide specialist advice. By all means, contact us!