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E-Commerce SEO is an essential part of an e-retail marketing strategy and requires a high level of attention. It should be integrated within a well planned out online marketing strategy, and can rapidly increase online sales. Focusing on site architecture, combined with e-commerce SEO and conversion rate optimisation, gives e-retailers potential to double both sales and traffic. E-Commerce SEO is quite different from ‘regular’ SEO, which encourages e-commerce managers to watch out for it in their marketing strategy.
How to Add SEO To New Products
Adding informative content to each of your products will not only help potential consumers find out more about the product itself but search engines such as Google can find more relevant search terms to match your webpage. Ensure you have a healthy internal linking structure to help navigate around your e-commerce site, and link each product to a parent category page. You will often have to consider how to effectively present each category and each product in your overall web design, to ensure target customers will be able to find what they’re looking for as well as related products.
Presenting Product Descriptions From Manufacture Owners
When writing product information you’ll most likely want to add content from the manufacturer however, search engines like Google do not like duplicated content. Surprisingly enough, you can get around this by adding some of your own unique content. This can be anything from user generated comments or reviews. Allow your happy consumers to add their stories and reviews. Engage your products through social media to not only increase your traffic and awareness but to use this as part of your online marketing strategy.
Dealing With A Low E-Commerce Product Stock
Keep out-of-stock product pages and offer a variety of related products when the stock gets low. This technique will prove more efficient in terms of visibility, as it helps search engines understand your overall site structure. Taking down products or regularly swapping them, makes it harder for Google’s indexing to learn your e-commerce site. Offer a back-order to the customer and give them information on when the product will be back in stock.
Selling Seasonal Products
Strengthen product categories to reflect seasons if you’re selling seasonal items. Let consumers know sale seasons are changing. Seasonality is a key factor to consider in fashion e-commerce. Stock will be low for winter coats in the Spring. Customers understand from stock variations that Winter is out and Summer is in. Add a coming soon page with unique products and add social media icons to build awareness and visibility for your up and coming summer stock.
Building E-Commerce SEO Category Pages
Make sure the homepage of your e-commerce has a category for each different type of product you offer. Marketing managers usually focus on other areas of the website and miss SEO opportunities. Treat your category pages like all other pages of your online store. Add relevant content to each category page and link up to each product. Create search friendly URLs to provide search engines with a hint of what the page has to offer. Just make sure you avoid keyword stuffing.
Polaris is an organic SEO agency based in London serving across the UK. If you need any assistance with your E-Commerce SEO marketing strategy, contact Polaris on 0203 475 6799.
