Pandemic or not, e-commerce is only gaining more and more momentum. With consumers preferring shopping sprees from the comfort of their own home, showing up first for your customers is a must online. Implementing the right SEO strategy can take you to the top for the searches from your target market.
The first step in any marketing, not just digital marketing, is to set goals for campaigns. Setting goals keeps your campaigns working towards a common objective and ultimately success. All of your decisions will stem from your underlying goal(s), including your SEO strategy. When setting SEO goals for your e-commerce business, it’s important to be specific in what you want to achieve. Many people would jump right to the obvious “I want more sales,” but to find success in campaigns and craft a strategy to hit the objective, you need to be SMART. That means each of your campaign goals should be Specific, Measurable, Attainable, Relevant, and Timely. For example, instead of saying you want more sales, your goal could be “increased website traffic on men’s t-shirts page by 20% this quarter”. With this smart goal in mind, it’s easy to go after men’s t-shirts keywords, optimize for SEO, and see results over time.
Conducting SEO keyword research is the first step in implementing a successful strategy. Google has a great keyword planning tool that can be used to determine the keywords you want to go after. Another great keyword tool is SEMRush, where you can look at what organic keywords your competitors are currently ranking for.
When it comes to keywords, there are two kinds: short-tail and long-tail. Short-tail keywords are more general terms such as “blue shirt,” whereas a long-tail keyword is more specific like “Men’s Large Blue Shirt.” For SEO, using long-tail keywords will generally get you better results because of less competition. In addition, the users searching for your product are more likely to convert on something they are very specifically looking for.
You have set goals, determined your keywords, and are ready to dive into implementing changes. There are some quick on-page optimizations that you can audit and work on right away.
Does your page currently have the long-tail keywords you are looking to go after? If the answer is no, create relevant content on the page with those keywords added. The same goes for your meta titles and descriptions. On the backend of your website, make sure you have these updated with your keywords.
Adding alt tags to your e-commerce site can help you rank for your keywords. For example, by adding alt text to your pictures, you allow search engine bots to read what your picture is and show those on things like Google pictures or Google shopping.
Google and other search engines consider all kinds of technical things when ranking your website for the keywords you are going after. One of those things is site speed. Even if your page is perfectly optimized for your keywords, search engines will lower your ranking if your site takes forever to load. You can check your site speed here and even get suggestions on how to improve your site speed directly from Google.
SEO is a long-term tactic that, done well, can drastically improve your e-commerce results over time. If you are looking to dive deep into SEO but need some expert advice, don’t hesitate to reach out to our team of dedicated experts today!