It was not that long ago when standalone brick and mortar shops and shopping malls would be the go-to places for Americans to buy products. However, in 2018, there is very little doubt that e-commerce reigns supreme. Still, that does not mean that only with an e-commerce site is sufficient to achieve success in this subject.
Unfortunately, e-commerce websites are prone to several Search Engine Optimization issues that can completely derail your ability to reach new clients. Just like with any other business website, it’s essential for e-commerce site owners to be aware of the possible disadvantages and be proactive about averting them. In today’s post, we SEO Dallas, will discuss some of the largest search engine optimization challenges which e-commerce websites face and how to properly deal with these.
Product Descriptions and Content Quality
If your site has hundreds or even thousands of products for sale, you may be tempted to copy and paste manufacturer descriptions or perhaps automate the merchandise details to conserve time. That’s a big mistake concerning site optimization.
Should you go that route, the information you supply will not be unique to or beneficial for your website. This may cause issues when Google’s bots crawl and locate duplicate content or hardly any relevant backup. Even worse, you will not provide the info that customers need when they decide whether to make a purchase. Your product descriptions need to include a great deal more detail than you would recognize to appeal to both individual and non-human visitors.
You also cannot afford to fail the quality of your general content. Ever since Google’s Panda algorithm release, it has become even more important for sites to feature content that’s rich and relevant to viewers. That means that you should provide as much info as possible about not just your merchandise but also your enterprise and topics which can attract your target audience.
Don’t fall in the trap of believing that using the actual products for sale is enough. It is not. If you would like to bring users to your site and convince them to stay around, you want to make it worth their time.
On any given day, Google receives over 63,000 searches every second. Even if your site manages to appear at the first few pages of search positions and someone clicks on the link that will not guarantee they will remain. If your site takes more than a few seconds to load, they will likely abandon it almost instantly. That can tank your sales and ding your rankings, both of which can spell disaster for your organization.
Website load rate should be a concern for all website owners, nonetheless, it’s particularly important for e-commerce sites. Something as simple as a slow loading page can cause a potential customer to leave their cart at the last second and opt not to go through with the sale. That translates to easily preventable revenue loss, which will make it incredibly difficult for your internet business to grow. It is not like a customer will choose to come into your storefront instead (even if they had the option). If this becomes a continuing problem, Google may even take notice and lessen your positions as a result.
But not all is lost if you are dealing with slow loading times. In reality, it’s one of the simpler SEO problems to address. Frequently, this problem could be fixed by securing a better web hosting service, utilizing a content delivery network, considering rapid mobile webpages, allowing caching, or removing non-essential functions. You may choose to think about hiring a web designer if these jobs are out of your realm of experience.
When customers shop online, they need to possess some reassurance that their information will be kept confidential. If they can’t be assured of that confidence, they’re probably going to decide to store elsewhere.
Whether or not you realize it, website security is a real portion of SEO progress in that SEO Dallas always ready to help you. SSL (Secure Sockets Layer) certification is essential for any website — and e-commerce sites are no exception. An SLL ensures that any data exchanged between a server and a browser is encrypted (a.k.a. protected). That’s huge for e-commerce websites since users will ideally be sharing payment information. They will not be inclined to do this if your site isn’t protected. And Google will be quick to let them know if they need to be wary.
While this certificate used to be difficult to get, it’s now more reachable than ever — and Google values “https” URLs a lot more than regular “HTTP” URLs. It is a simple site optimization step to take and will not cost you much. But if you choose not to pursue SSL certification, then it will likely cost you a good deal in the long run. Do not willingly make cash on the table simply because you don’t comprehend the significance of SSL for your website optimization. While you’re at it, you can boost your brand’s trustworthiness by researching alternatives for “trust seals” (that can be authenticated by several security providers) and seals of approval by agencies such as the Better Business Bureau and others.
Earlier, we spoke about the significance of high-quality content for your onsite optimization. If you’re looking for a way to beef up both your ability to rank and show clients you’re a trustworthy resource, you should consider allowing customers to leave product reviews.
Some business owners believe that if they let customers leave reviews of their products, they will lose control over their brand perception. The reverse is true. If not one of your products has user-generated testimonials, clients will be less likely to trust the quality of your goods and your company as a whole. But if people can instantly learn more about your products without having to purchase firsthand, they’re likely going to be likely to conduct business together — even though some of the product reviews aren’t overwhelmingly positive.
Having product testimonials can encourage your e-commerce SEO attempts because Google’s bots specifically crawl those testimonials. And because it’s all created by users, you don’t need to cover frequent content production here! As you will need to track these review sections to ensure there is no spam or entirely irrelevant content, you shouldn’t maintain the ability to delete testimonials you don’t like. Rather, take the chance to interact with these clients and show how dedicated you’re making their experience a positive one.
Now that cellular online traffic has risen to new heights, e-commerce businesses need to market responsive layout that keeps mobile consumers in mind (without alienating desktop users). Does your website need to be more aesthetically pleasing, but it also needs to work in a user-friendly means. If your website frustrates clients, you’re going to have difficulty converting leads.
If your site needs a facelift, then make sure you’re working with trusted performers that will consider SEO through this procedure for that you can trust SEO Dallas. Otherwise, you could think that your user experience has improved when there are plenty of 404 errors and missing pages. Your designer must also ensure your website is responsive to any and all apparatus and screen dimensions. You’ll also want to prioritize your website navigation and internal linking, as well as some other elements we have discussed (like loading content and speed quality) to maintain your bounce rate and cart abandonment frequency low.
Although there are still those who choose to buy things in-person instead of online, using a website for your retail business is no longer discretionary. Nor is it optional to stick with an outdated or badly working e-commerce site. Should you expect to thrive on the internet, you have to prioritize your onsite optimization and web design. Otherwise, you might be in just as much trouble as America’s shopping malls.
Need help with your website optimization or website design? SEO Dallas is here to deliver your business to the next level. To find out more, please get in contact with us today.
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.