E-commerce: the 10 key points of effective SEO
Your e-commerce site, built a few years ago or very recently, constitutes a lever for generating business which can undoubtedly be exploited further.
Its importance in your global and digital strategy must now be central in order to position yourself at all stages of a customer’s purchasing cycle (initial research, comparisons and purchasing guides, origins and manufacturing quality of the product, Q&A, etc.). Always more web, mobile, possibilities offered and therefore potential visibility for your brand.
A tool that can also reduce the impacts of falling traffic in your physical stores or those of your resellers, or regain control over marketplaces (and therefore your margins). The performance of your e-commerce site is first and foremost linked to the volume of incoming traffic. In an audience maximization strategy, SEO is one of your main allies.
1 .A complete keyword study
The starting point of any solid and serious SEO strategy, the study of keywords is fundamental to know the state of the market, the searches and the interests of your target. This work allows you to identify your strong market axes, the keywords adapted to your business, those very competitive as well as those which are much less so or even the must keywords. All this information will be extremely useful to you to start the referencing of your site. Indeed, how can you aim to be visible on search engines so that users become aware of your brand and your products, if you do not work yourself while being fully aware of the stakes?
You will therefore need to sort, prioritize and focus your efforts on the transactional and informational keywords that are most important for your business and thus make the most of your visibility on search engines.
2. Build a
After having built your keyword study, it’s time to start with the tree structure. Here, your previous study will be of great help. To organize your departments, name your product categories, your sub-themes, detail their number, your objective keywords and their categorization will allow you to see more clearly and to have the right categories, in the right places. Very useful to help your Internet users to see clearly in your department and to understand the nature of your products and the extent of your catalog. This, so that they can find the right information, quickly.
3. Category intro texts that are appealing and rich without being too imposing
After building your tree structure, you will need to provide these themes and sub-themes with content. For these, a clear, succinct editorial, highlighting the competitive advantages of your brand and the positioning of the products is necessary. In addition to promoting your natural referencing on search engines with rich and relevant semantics with respect to the target keywords that you will have defined upstream, your intro texts will allow you to seduce your visitors and immerse them in your world. What will they find in this product category? Why this brand and not another? So much information to work on to send a message that is as qualitative as possible, and that perfectly meets the Internet user’s request.
4. Take care of your title tags and meta description
Also to improve your positioning on search engines and clarify the marketing message of your brand and its products, the title and meta description tags will be your best allies. The title tag, precise, explicit and branded, must contain the most relevant keyword(s) with respect to the content that users will find on the page concerned. It must also be concise, since beyond approximately 55 characters, it will be truncated in search engine results, and your marketing message will become invisible. Also think about inserting your brand at the end of the title tag to take advantage of your free visibility on Google and indicate to users that this result is indeed yours.
The meta description reinforces the impact of the title tag on the SERP. It will allow you to highlight your competitive advantages and keywords more widely since it is longer. It will allow you to improve the click rate of your result, provided that it has a coherent, precise and attractive editorial.
5. Long tail keywords in product content
The selected keywords will also be useful to you in the writing of product sheets. Concerning the name of your product and the keyword must in the title of the product already (ex: pants + product name -> beige chino pants + product name). An enrichment based on your keyword study that will also allow you to enrich and optimize the content of your product descriptions and strengthen customer reassurance (related content, usage advice, manufacturing, etc.).
