During all those conversations I’ve had with ecommerce site owners, another issue also typically comes to light: lack of planning. There are some that take the necessary steps to research keywords, outline a logical navigation structure and determine a sales flow from site entry to the buy now button. Kudos to you!
I’ve said it a hundred times before: Planning isn’t sexy, but the results it brings are! If good SEO and high conversions are two of your priorities, you’ll want to take time to look over:
- Keywords that cater to every phase of the buying process;
- Logical site navigation that intuitively leads shoppers to where they need to be;
- Cross-sells and upsells that flow effortlessly with the products your visitors are looking for;
- Copy that unquestionably lets customers know why they should buy from you and not the 1,000 other sites selling the same things;
- Elements that lend to your site’s trust and credibility and help shoppers to feel confident buying from you.
Most site owners and marketers are aware that posting duplicate content is frowned upon by Google and will eventually negatively impact the site’s rankings. The problem here is that many post duplicate content unintentionally. Most will be completely oblivious to this issue until after the damage has already been done.
These duplications can occur for a number of reasons including URL parameters, CMS templates, and secure HTTPS pages. There are a myriad of tools that can be used to detect these carbon copy ranking killers. Screaming Frog, Link Sleuth, and the Moz Crawl Test are all fantastic options for obtaining this information. Once the duplicates have been uncovered, owners must then tell search engines to not index certain pages through either Noindex, Nofollow, or rel=canonical tags.
When utilizing any videos or images, first make sure that they are relevant to the message you are trying to convey. Remember that these are tools to enhance your content, not to draw away from it.
Next, it is essential that you tag these videos or images with the appropriate information. Things that must be included are:
- File Names – These provide additional information to search engines on how the images relate to the rest of the content on the page or site.
- Image Tags – These display words about the images when a user’s cursor is held over them, giving search engines further information about the images.
- Alt Tags -These provide text when images fail to load for any given reason and explain exactly what the images are.
Optimized images can bring you traffic from Google Images and other sources. Optimized videos can send you traffic, links, and mentions from websites like YouTube, Vimeo, and more. By optimizing images, you are simply providing visitors and Google with more information, which will help you rank higher.
Mobile is an essential force these days and cannot be ignored. In May of 2014, mobile surpassed desktop in digital media time spent by device. Since smartphone devices have become so commonplace, a mobile version of your website should be at the core of your SEO blueprint. Google recommends a responsive design for on-line businesses and has already begun to reward sites that have already completed this initiative.
There are different approaches to researching keywords. Tools like Wordtracker can cost a reasonable amount of money, but paying for a subscription to a service like this enables you to find some of the more obscure keywords. You should also consider free tools like SerpStat, which can provide you with question based keyword ideas; a very useful source of possible longtail keywords. Don’t be afraid to create a massive list of keywords. You should be adding content on a regular basis, and when mapping keywords, you can assign some of these to your regular blog posts, to your social media posts, and some to your main pages.