Having an eCommerce website online is one thing, but ranking well organically in search engines like Google is a major project in itself. While eCommerce SEO strategies have parallels to traditional SEO, to be as effective as possible, you will want to take a more focused approach. Below we’ll touch on eleven basic eCommerce strategies that remain relevant and effective in 2019.
1. Unique & Engaging Product Descriptions
One of the most basic but often overlooked eCommerce strategies, writing unique product descriptions that strengthen your brand, engage your audience and educate your shoppers will set your eCommerce site apart from your competitors in a way that is meaningful for both search engines and your customers.
Excellent product page copy is even more valuable if you are selling products that can be found on hundreds of other ecommerce sites, since many of these stores will copy and paste a product description right from the manufacturer, resulting in thin and duplicate content across dozens of sites or more. Whether your products are available elsewhere or you’re the only supplier, writing unique and engaging product descriptions, optimized with your target keywords, will increase your organic rankings. If done well, it will do this while simultaneously improving your conversion rate.
2. Structured Data for Enhanced Search Results and Improved CTR
Ever wonder why some results in Google seem to have more information than others? For example, have you searched for a product and noticed some product pages display star ratings for reviews right in the search results? These enhanced results are usually the result of the webmaster implementing structured data on these pages.
3. Mobile Optimization
Optimizing your website for mobile devices has become increasingly important every year for over a decade. If you run an eCommerce store, you need to prioritize the mobile experience over the desktop experience. This means creating a responsive website that caters to the size of the device accessing it.
For nearly three years now, Google has told us that they are switching to the mobile-first index. If Google is prioritizing the mobile experience, it behooves your eCommerce store to do so as well.
This means that when Google makes their website rankings, they pay more attention to your mobile site than your desktop site. Since the majority of eCommerce shoppers either start or finish their purchase online, you MUST focus on the mobile experience.
4. Increase Site Speed and Decrease Page Load Times
An increasingly important part of Google’s algorithm, having a fast website will improve your rankings and user experience drastically.
Your focus should be on user experience, but you need to consider that how quickly your site loads is part of that experience. Take steps towards becoming the fastest website among your competitors. In this regard, you don’t have to be lightning fast if you are serving your content faster than the competitors within your niche or industry.
Make sure your images are properly compressed for use on the web, or big image files could be bogging your site down. Also be on the lookout for CMS that may be forcing larger versions of product images when compressed versions would suffice.
5. Incentivize Customer Reviews & Engagement
Structured Data to display things like reviews in the SERPs is great and all, but if you have 2 reviews on your page that doesn’t look so great!
Create an incentivized program to encourage your users to leave reviews. This strategy should extend beyond reviews, as you should prioritize engaging your past, present, and future customers as much as possible. In the eCommerce game, repeat customers are hugely beneficial, and online customers respond to incentiviation.