Search engine optimization (SEO) refers to a set of tools and techniques for improving online visibility of a website. For many people, the term is vague and mysterious, but that doesn’t mean SEO isn’t important for your eCommerce site. In fact, effective implementation of SEO not only improves visibility but can have a significant impact on your sales.
Some facts that should alert you to the importance of SEO is the fact that search results are the main factor bringing new traffic to your site, but also that the vast majority of users never scroll past the first page of results. Moreover, recent research suggests that nearly half of new customers will find your company through online searches. So, how can you employ SEO to improve your sales?
First and foremost, valuable content drives improved search rankings so you want to take time to ensure quality content on your site. Product names and descriptions are critical, and names should include keywords your customers are likely to search. In addition, informational content that is well written and keyword-rich will ultimately draw customers to your product pages.
You can even consider writing a blog that features high-velocity content that will improve your search ranking. For example, holiday ideas, trending topics, or current events can often be adapted for your eCommerce site in order to attract new customers. Finally, consider including some user-generated content such as reviews for an easy way to boost your valuable content.
All the information on your webpage that is not visible to users is known as meta-data. This meta-data is used by search engines when displaying results, and optimizing your meta-data can have an impact on your search ranking. Ideally, meta-titles should be around 60 characters and meta-descriptions 155 characters.
When it comes to search engines, you want them to focus on the most relevant sections of your site. If you don’t want Google to crawl your entire site and get bogged down by the various aspects of your site, you need to utilize a good Robots.txt, robots meta tags, and an XML sitemap. Ultimately, search engines that crawl your account log-in, cart, checkout, and other pages may be confused about the nature of your site. Robots.txt files help by telling search bots to ignore less important parts of your site. Similarly, by submitting a sitemap to Google and Bing webmaster tool accounts further helps search engines focus on the most important pages on your site.
Fortunately, you don’t need to be an expert with SEO to make it work for you. There are experts in the field always looking to help you improve your webpage visibility, increase traffic to your site, and convert that traffic into sales. Consider contact an expert if you really want to know how SEO impacts your eCommerce site.