When it comes to eCommerce, it’s extremely easy to get carried away listing hundreds of products in the hope that traffic will come rolling through the door turning products into profit overnight.
Ultimately, ensuring that your eCommerce digital marketing is firing on all cylinders is much more than an overnight job. With hundreds of potential product pages constantly going in and out of stock, it can become a bit of an SEO minefield for many marketers. So, you’ll be glad to know that we’ve got 8 tips that will have you saying sayonara to your eCommerce woes in no time at all.
1. Don’t forget about your page load time
When it comes to ecommerce success, speed matters! On average, it is believed that around 18% of online shoppers abandon their basket if the page takes too long to load. Believe it or not, a category page load time displaying hundreds of products should take around 3 seconds to load on a desktop and 1.5 seconds on a mobile device.
Finding a balance with product image quality and user experience, is one of the many ways you can help to improve page load speeds.
2. Create compelling product descriptions
A compelling product description sells. Although you should aim to include some key search terms, they should always be written for the benefit of the user with the inclusion of product features and benefits.
Side step the jargon and equip yourself with a passionate tone of voice that encapsulates everything that’s great about your brand. Oh, and stay away from the manufacturing content too, as using this will have you under the scrutiny of Google before you know it.
3. Are you using schema, yet?
Still a relatively new format, schema not only tells search engines what your data is, but what it means as well. For an ecommerce site, rich snippets (structured data markup) is often the easiest method to get ahead of your competitors in search results.
From product name and price to user reviews and stock availability, make sure you take full advantage of this revolutionary tool today.
4. Use user generated content
Aside from providing a customer’s perspective of the product and the general shopping experience, user generated reviews also get the SEO seal of approval. Google will love the fact that your pages are being updated regularly with fresh, unique content from customers.
5. Think about the URL architecture
Having a kick-ass URL structure is another step towards SEO success in 2015. Without a URL hierarchy, internal pages are ultimately competing with each other rather than helping to add value to those more important pages.
Whilst informing search engines of a narrowing product selection, it’s essential that your URL structure also replicates the natural user journey. The correct use of folders and subfolders will help you achieve this great feat.
6. Don’t forget about those URLs
It’s imperative that a newly crafted site structure has amazing URLs to go alongside it. Having completed your keyword research, ensure that you add any critical key terms to your category and sub-category URLs.
If you’re selling ‘blue jeans’, then make sure you include the style and the specific brand. If you think like a customer, then you’re likely to attract customers. Just avoid being too overzealous with the keywords, you don’t want them to appear long and ‘spammy’.
7. Effective category page copy
Although overlooked by many, creating category page content can do wonderful things for your site’s SEO capabilities. Without relevant copy, a category page is just bunch of products. However, adding a description to the top of the category page is the perfect opportunity to answer common queries and help increase organic page rankings.
You may also find it useful to add deeper site links to help pass link juice throughout the site to other relevant pages.
8. How do I conquer product variations?
From colour and style to height and width, product variations can exist in many formats. It’s crucial not to put them on the back burner, as ignoring them or handling them incorrectly can have a devastating impact on rankings and customer experience.
The ideal approach is to include all variants onto a single product page through the use of a drop-down or hover selection. Ultimately, a single URL will be presented, but there is a lost opportunity to rank for specific colours and sizes. To help combat this, individual products can still be created, but it is critical that content is not duplicated.
As a one of Manchester’s leading Digital Marketing agencies, we can assist your company by improving the visibility of your eCommerce website, as well as providing services that can help to increase conversion rates and your website’s average order value (AOV).