With Search Engine Optimization (SEO), the life of most online businesses have become a whole lot easier. SEO allows these platforms to take advantage of the intuitive nature of search engines to get some free advertisements for their products or services. E-commerce companies are no exception with several large and small organizations employing SEO to reach out to targeted customers.
But is SEO alone sufficient enough? Are platforms wasting crucial time by not trying out other marketing strategies? How can the status quo be changed if orders have reached stagnancy? Apart from the conventional measures, what other steps can be taken to improve the overall optimization of the website? Well, there’s more to e-commerce than what meets the eye.
Change is the Only Constant
The e-commerce domain is a dynamic one where change is the only constant. Even when you feel your business has reached a stable stage in terms of orders, there’s still room for improvement. Given the rise in competition on a daily basis, it will keep you in good stead if you keep fine tuning your website and improving business processes on a periodical basis.
Here are a few aspects you need to be wary of no matter how your e-commerce business is running:
1. Find Technical Issues that may be hindering Display of Results
Why are we talking about this again? Because believe it or not, the presence or a lack of a potent SEO strategy can make or break your business. After all, you can’t keep spending buckets on AdWords and social media ads, can you?
On several occasions, E-commerce businesses complain that their pages are not displayed by search engines. Now there might be several explanations for this; however, the most common culprit on most occasions is the presence of technical issues that come with improper optimization of SEO.
This is what leads to 404 or 505 errors which then prevent a specific page from being crawled by search engines And as we all know if there’s no crawling, there’s no display of results. As big a problem as it may sound, technical issues can be easily resolved as compared to some of the other SEO problems.
Online businesses that are serious and in it for the long run need to take the services of a professional ecommerce development company, to maintain their websites in an error-free and SEO-friendly state.
2. Learning from Competition
The best way to optimize your website is to take inspiration from the winning formula that other brands are employing. Not only is this efficient and fast, but it also allows you to save on resources that could be further used to optimize other resources.
Looking at the processes of other successful e-commerce businesses can be a good way of assessing your own operations and cater to the areas with lags. This exercise also allows you to identify key strengths and weaknesses as well, giving you a clear path to tread on for the future.
Keep tabs on some of the most successful businesses in your domain and the channels that are working for them. In turn, you can focus on attributes that need refinement and improvement rather than wasting valuable energy and time over redundant measures. This is where professional ecommerce website design company enter the fray, as they will provide tailor made solutions that will work for your brand.
3. Keep a Check on Duplicate Content
Duplicate content is a big no-no when it comes to SEO. Even if that wasn’t true, why would you showcase information that is an intellectual property of a different website?
Not only is that a breach of protocol, there can be serious copyright offenses as well. If the content published on your website is not entirely original, then it should come with a canonical tag, citing the link to the source of origin. This lets the search engines know that you have properly credited the source, avoiding any and all issues.
Several E-commerce platforms including Magento allow seamless tagging of duplicate content so that they are picked up and displayed by search engines. For those who don’t know, Magento is an easy to use open source E-commerce development platform. This is why a lot of organizations are turning their heads towards Magento 2 development services over other e-commerce website development platforms.
4. Pay Heed to Website Media
Images act as a crucial component for your website. Not only is it integral for end users, it helps put your online strategies in place as well? How? Well, first impression is the last impression.
When you visit a particular website for the first time, what’s the first thing you see? Images! So paying heed to what you’re showcasing virtually will allow you to grip and attract end users.
Also, it is images which define the voice of the brand, be it on the website, print advertising or social media. The type of colors you’re using, the fonts, the text – this helps build a loyal fan following.
There’s a reason why interntional successes like Apple and Amazon focus on content. What’s important is to be consistent as well! Also, you need to keep the images under check when it comes to frequency, quality and size.
More the number of images or larger the size, your website load time will suffer. Now you don’t want to lose out on potential customers just because your heavy home page videos are taking time to load.
It is estimated that an average customer waits for just three seconds for a page to load, before moving on to another page. Image formats like JPEG can help you minimize load times while allowing you to maintain the image quality.
Also, believe it or not, images/videos/media, in general, provide SEO juice as well. Search engines are unable to identify the contents of the images themselves; which is why they rely on the image descriptions (Alt-text for images) to contextualize and display results.
5. Keep a check on Mobile Responsiveness
Now that we’re progressing in the digital age on a daily basis, the chances for us to take 2 steps back are next to none. From complex computer systems to desktops to PCs to notebooks to laptops to tablets and now mobiles, the signs are ominous.
More than 90% of Internet users are online through their smart phones. Hence, this is one matter which should not be taken lightly.
Keep your testing team on their toes in order to keep tabs on the mobile performance of your website. This is one aspect which is easy to ignore.
As a default setting, shift all your website tests to be fulfilled for mobiles first and desktops/laptops later. Businesses nowadays are employing the services of mobile WooCommerce SEO experts to modify their website in a manner which is more relatable for mobile users.
6. Prioritize Pages
The most successful online E-commerce platforms are selective in terms of what pages they push using marketing or SEO strategies. Proper research is required based on the services and offerings that are in demand at present, basis on which you will determine the pages that require more exposure.
Not every business comes with the funds, time, and energy to make every single page pitch-perfect. Ergo, the need to prioritize is a must. So, be it usage of striking images, engaging content, putting up videos, sale-oriented banners, functionality, SEO juice, or other marketing strategies, just pick 2-3 web pages (landing pages) where the possibility of a sale is maximum. Now it could be a page full of best-selling products or products where the discount percentage is maximum.
These are a few measures you can take to improve the efficiency of your business as a whole. Truth be told, the process of improvement and refinement should be ‘on’ right from the beginning. It is a relentless process that separates the ‘good’ from the ‘great’. In this era of stiff competition, the margins for error are too fine.
The key is not to go overboard; too much change isn’t of help either. Moving progressively is the smartest option. Not only would this be beneficial from a marketing perspective, but this would also allow for targeted delivery, which could lead to an increase in sales. And numbers are all that matter at the end of the day, isn’t it?