Unlocking Organic E-commerce Success
We have seen countless times the long-term benefits for our clients through optimising e-commerce sites for organic search. Whilst PPC definitely has its place for instant results, who wouldn’t want continued growth and sales without constant ad spend?
SEO takes many forms, and the right strategy depends on your business, your products and your target market. Add into the mix Google’s increasing weighting towards sites with positive user experiences, and things start getting complicated.
Some successful SEO tactics we find cropping up with most of our e-commerce clients are optimising for long-tail keywords, leveraging customer reviews, and implementing rich snippets. Here’s the low down on how we approach organic optimisation for e-commerce:
Optimising Product Descriptions for Long-Tail Keywords
Long-tail keywords are specific phrases that potential customers are likely to use when they’re closer to making a purchase. Unlike generic keywords, long-tail keywords have lower number of searches but reach users who are more likely to make a purchase. For example, instead of targeting “men’s shoes,” you could target “men’s leather loafers”.
- Keyword Research: We use tools like Google Keyword Planner or SEMrush to find long-tail keywords relevant to your products.
- Incorporate Keywords: Naturally integrate these keywords into your product titles, descriptions, and meta description.
- Refine: In 3-6 months, revisit your optimisation, see what has gained in organic rankings and make tweaks to hone in your optimisation on the best opportunities.
Leveraging Customer Reviews for Organic Search
Customer reviews are bang-on trend for Google’s latest algorithm. They naturally include keywords and phrases that potential customers might use when searching for products like yours. More importantly, reviews show not only other customers, but Google too, that your site is credible and relevant.
- Set Up: If you don’t already, claim your TrustPilot (or similar) reviews platform listing and integrate it onto your site.
- Encourage Reviews: Use post-purchase emails, social media and customer communications to encourage satisfied customers to leave reviews.
- Highlight Reviews: Feature top reviews on product pages, advertising materials, social media and your direct marketing to spread the word.
Implementing Rich Snippets for Product Listings
Rich snippets are the additional information, like an image, phone number or pricing, that appear below search results. They can include product ratings, price, and availability. Rich snippets capture user attention and provide additional information to encourage people to click your site on the search engine results page.
- Schema Markup: Schema.org markup provides Google with the information it needs to create rich snippets for your product listings.
- Test Snippets: You can see how these display with Google’s Rich Results Test to check your markup is correctly implemented.
By optimising product descriptions for long-tail keywords, leveraging customer reviews, and implementing rich snippets, you can significantly improve your e-commerce site’s organic search performance. These strategies don’t just get your site seen more, but also contribute to a simpler and informed user experience, which is the ultimate win-win in the modern world of SEO.