On-page SEO has an essential impact on ecommerce websites. It helps to boost rankings and drive traffic. The strategy eventually helps brands to engage more users and spike up sales. When a normal user lands on an ecommerce site for buying purpose, he generally does the following (most of us do this):
- Compare products
- Read reviews
- Explore buying recommendations
This means, your website should be visible to them when buyers are searching for products your selling. If you miss out, you will lose potential customers. It can adversely affect your revenue prospects. This is where on page SEO helps brands. It’s a white hat tactic to boost ranking, improve visibility and surge visitor traffic. But it isn’t as simple as it appears.
You have to have a fool proof and power packed SEO strategy in place to gain desired momentum. Following are a few very important on-page SEO elements that you should be looking at while optimizing your ecommerce website.
1: Keyword Research
Keywords are those ‘phrases’ that let both Googlebot and users find you online. It helps Googlebot to recognize what a given page / product (in case of ecommerce sites) is all about. So, to improve your product’s visibility in search, make sure it’s optimized using right set of keywords. Well-researched and relevant keywords improve the findability of your brand for both search engines and end users.
There are several free and paid keyword research tools that offer in-depth keyword suggestions for your business niche or products you’re selling. Some top rated keyword research tools that you can use include:
- Google Trends
- Google Correlate
- Google Search Console
The tools may offer you valuable insights into how efficiently your keywords match user queries.
2: Content Optimization
Ecommerce is all about selling products to people. Therefore, the content should be aimed at the end users. It should be written to serve their buying intent. An ecommerce website contains different sections where content are required. These are product pages, categories and blog pages.
While writing for product page, sneak into your competitors’ website. It will shed light on how their product pages are arranged in terms of content. Keep checking if the product page has products that are out of stock and obsolete. If there are few, remove them. If such products are left in indexing for longer, it may hurt ranking.
Blog is an important element of your ecommerce website. It enables you share your product information and valuable resources to your buyers. If those blogs are well optimized, they can pull visitors to your ecommerce portal from search engines.
Make sure the blog post includes targeted keywords that bring your pages higher in search engine ranking pages. It would be great if the blog answers for some of the most asked FAQs like how to use the product, what are their pros and cons and how to process the payment etc. Besides captivating text, use stunning and informative visuals to spur user engagement. The blogs should also contain links to important categories and products from your website.
3. Meta Title Optimization
Search engines refer Meta titles to understand the page. Well optimized Meta title and description.
While writing Meta title and description for your product pages include short summary of the subject of the page. It will help buyers find and understand your page quickly.
Buyers don’t necessarily sway away by your exaggerated claims. They tend to believe reviews by existing customers before making major buying decisions. Online users visit unbiased testimonials on independent review platforms to know more about products. Most customers trust online reviews and personal recommendations from friends or family before buying.
More positive reviews on a brand page embrace authority and brand trust. Negative reviews won’t have repercussions as long as they are few in numbers.
Having only positive product reviews may seem suspicious and spam. It indicates the lack of ingenuity in posting reviews. By inviting people to post reviews provide original, you will get consistent stream of fresh content that is helpful for both search engines and potential customers.
The next element to be considered is images used on product images. Optimized images help your website with page speed as lightweight images let your website page load faster. When it comes to images, certain points you need to consider. Make sure images are uploaded in the right format such as PNG, JPG or JPEG. Before uploading, compress the images to make it lightweight using various fermium image compression tools. Finally, define alt text and image description for the images with keywords embedded into it.
6. User Experience
It’s of utmost importance to ensure user experience on your e-commerce website. Regular audit of website usability is essential from SEO perspective.
The audit is conducted to find several crucial insights including the time does the average user spend on the page, the bounce rate on the website and the pages that are most visited by the users.
The issues that affect usability may be both technical and non-technical. Find and fix them as soon they happen. As user experience is now an important ranking signal, keep checking if for any reasons it’s compromised. Website’s UX may be affected for many reasons like a product page containing many ad pops, poor content copy, too big or too small fonts or color scheme that’s strain eyes.
As per as website navigation is concerned, it must allow customers to find your product quickly. Your navigation menu should be convenient, intuitive, and must enable customers to find the shortest path to important sections of the website.