To ensure your business succeeds when investing in an ecommerce SEO campaign, it is important to desist from the temptation of going for 'black box' or quick fix methods to gain fast traction in the online market space.
In the SEO space (especially ecommerce SEO) it is important to employ a long-term and sustainable approach to the campaign within a well thought out and integrated marketing strategy. Here are the 5 pillars of successful ecommerce SEO programs, which include but are not limited to the following:
Just like in the outside world, a brand name in the online market space is invaluable. First and foremost, it is important to cut a niche or specialized market for your business before even embarking on an SEO campaign.
Know your market, know what they want and come up with effective and efficient ways of getting them what they want. Once this has been done, build a brand that’s anchored on high quality, good content, reliability and timeliness. Always keep in mind that building a brand is usually the easiest part, maintaining the brand name is by far the most difficult aspect of any SEO strategy.
Search engines such as Google need highly accessible sites which it can index and crawl. Technical SEO broadly does involve dealing with a wide array of issues such as pagination and indexation, page load and site speed times, keyword research, structured data rich snippets such as mark-up and micro data, meta tags, URL structure as well as site management are some of the technical aspects that require constant attention.
Using Google Webmaster Tools or dashboard management for technical SEO comes in quite handy in this regard. Use Google PageSpeed to measure both inner and home page speed or Yahoo’s YSlow Plug-in. It is also advisable to use Schema to structure your content.
One of the most powerful pillars of SEO is content. Creating and promoting high quality content that aligns with your service or product offering is bound to help you increase overall sales figures. It is important to think of ways of offering complementary content both on and off site.
For an ecommerce store's SEO program, it is advisable to consider running various forms of content; it should not only be in form of text. Good content can be consumed as podcast (audio), webinars, guest blog posts, info graphics, competitions, white papers, email newsletters, mobile apps etc. it is important to get a good content marketing strategy that supports your brand. Promoting your high quality content does encourage bloggers, users and publishers to link to your site and discuss your content.
For any SEO campaign to succeed, it is important to create and develop an intuitive and accessible website with your target market and other users in mind. Make a site that’s easy on the eye, easy to navigate and access or retrieve content. For an ecommerce site, make sure there is a secure and easy mode of payment as well.
Come up with ways to make the average user spend more time on your site and reduce the bounce rates. These are important engagement indicators which you need to take into consideration. Always keep in mind that user experience is an on-going, never ending process. Come up with a responsive web design and have image and video driven content for a good start.
As one commentator aptly put it, "Content is fire, social media is the gasoline" people are currently spending lots of hours on social media, the platform chosen notwithstanding. Facebook, Pinterest, Vine and Twitter are some of the leading platforms where people are constantly discovering and engaging with brands.
Any SEO campaign that doesn’t include a strong social media pillar is bound to fail in meeting its target. Any company that’s not already using Google Authorship is losing a great deal. Authorship does assist Google in assigning credibility to a site’s content, resulting in higher search engine results. Make sure you give users great content which they would want to share and while at that, ensure you give them tools such as social media buttons which make it easier for them to share this content.
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