The search engines are a major source of inbound traffic to e-commerce, there is no doubt. E-mail, social media, and traditional marketing are all very well but had not been in Google probably had your result been different.That you should search engine optimisetheir web shop, there is no arguing against, but it is not all that know how to begin. What is important to think about and how do you avoid the most common mistakes? Here I list seven extremely common mistakes that many online merchants do and how to fix them.
1. Not to optimise the clients are looking for
It’s more common than you think an e-retailers use their product name or model number rather than product type. As long as your product is not called the iPhone or PS4, it may be difficult for visitors to know that your product exists before they actually have found your site and read about it.Now I do not mean that you should not use your product name, I say not that you only use a descriptive title. What I mean is that naming your product so that it covers both possibilities. Some use out of more vague concepts as they search, while others are more specific.
Say you run an e-shop selling lingerie that you have developed under the brand “Ocean Wave” and the model name Short. Guess how much traffic then you will get if you would only rename your article to the Ocean Wave – Short Alternatively, if you would only rename your article to Underpants – Short. Be more specific and try to think of the big picture: ‘Ocean Wave SHORT – Underwear – floral patterns. ” Here you get both the brand, model name, product type and style.
Of course, you should describe this article in its description, but here you get the opportunity to get your keywords in both the title, h1 and then in the text in a natural way that does not seem contrived.
2. Poor item descriptions
Some e-retailers choose not to use the opportunity to describe their product properly or at all. Think about this, how can we make a site unique and relevant if we do not write anything? Search engines love text. It’s so they know what the page is about and that make so that pages with similar ones stand out and not be flagged as duplicated. By giving your article a proper description that describes the uniqueness of that particular variant or model, you create a unique page that both adds value to the visitors who are looking to buy from you while we provide relevant information to the search engines.
Never copy text from competitors or make use of the manufacturer’s / supplier’s item description. This will do more harm than good to your rankings in the search engines. First, your products will never reach the same ranking as your competitors or your manufacturer when it is actually those who have authority in the text. Secondly, there is a great risk that the search engines penalise you for this behavior. Thirdly, it is the manufacturer’s description is usually not a selling description of the product without a more informative text and we want to sell our products.
3. Failing title tag
Failure to use the proper title tag is the most common mistake I see in e-retailers. It is incredibly important not to forget this part and to actually think in the paths of unique and relevant content. The title is not only important from a ranking point of view, it also affects the click-through-rate and ultimately the conversion in your store. The most common mistakes include:
- Titles missing
- duplicate titles
- Wrong title for the wrong product
- Wrong structure of the title (brand name first instead of keywords)
- Not to optimise the title’s length, width and pixel responsivity in the search engines.
The title of the page is the biggest indicator of what the page is about, not to use this to let the search engines know what’s on the page is critical. One tool that I’m using for both the title and meta description to make sure I’m using the correct number of characters, the pixel width and make it look good on all devices (computer, phone, and tablet) is Screaming Frog SEO Spider .
A common problem is that duplicate pages and then change the information on the articles, but then forget to change SEO factors or altered just a little something for which title to about 99% identical to other titles. Take time to think about what the page is about and write a unique title relevant to the content on the page, it will give you added value in the long term.
4. Failing meta description
Just the same as with the title, I see many e-retailers who do not spend the time to formulate and optimise the meta description for the page.
- Meta descriptions are missing
- Duplicate meta descriptions
- Error meta description for the wrong item
- Wrong structure of the meta description (not to mention keywords early in the text or keyword stuffing – when printing keyword scores of times you think it will be more relevant then)
- Do not use optimised character or pixel width.
By writing a good meta description, visitors to find relevant pages with a description of the article that they actually have searched for. This will result in higher CTR and better placement in the serpentine.
5. Forget to optimise pages for item groups
Even if you put a major focus on optimising their product pages so I often see many who forget to optimise pages for item groups. A common problem is that they use out of a similar text with many of the same keywords on all sides, but where the product category changed. You shoot yourself in the foot when you lose the value of the keywords as they are scattered on all sides while the pages themselves are not unique.
It is also common to only write a short sentence instead of actually working out a good relevant text describing the benefits of the specific article group and what types of products you would expect. There are lots of useful information can be placed on these pages so that the size guides, general tips and blog posts.
6. Keyword stuffing
Yep, this still exists. For those of you unfamiliar with the concept, it is keyword stuffing a technique that fills his texts with the same keywords you want to try to convince the search engine spiders that this is what the page is about, the reason is that they believe that it ranks higher for just those keywords if use them more often. In the past, when the Internet is still broken if someone picked up the phone and it took 20 minutes. to load a large image, this was a technology that actually worked. That is not the case today, on the contrary, search engines may penalise you if they think you are trying to manipulate you to better results in the search results.
A basic rule when working with SEO is to write for people first and not over optimise for trying to stroke the fur spiders. Use synonyms, euphemisms and other techniques to make the relevant page around the area, keyword stuff not.
7. Not to analyse and keep track of their keywords
It is not uncommon that we get questions from customers about SEO if they have had a dip in traffic over a certain period. There is absolutely no strange question, but when we ask which keywords and which pages they notice the dip so they have no idea. It is extremely common that you do not work with SEO in a strategic way with the investigation of keywords. execution, evaluation, and optimisation ago. There are lots of great tools to work out a good SEO strategy and where you can continuously monitor their keywords and phrases.
Work with tools such as keyword planner , Wincher and Google Analytics to get a picture of what is actually happening with your keywords and the keywords which pages actually leading. By reading a bit about the basics of SEO and web analytics will be a long road, and do not forget to set goals and purpose of your SEO efforts, or else do you not know what you are working for.
Take you a look at your store and see if you are true for any of the above points. I hope I have given you some information to keep in mind and that you can work with this very common but very important mistake.