How You Can Use SEO To Grow Your Ecommerce Store

If there is one industry that is more affected by Google and search engine optimisation than any other, it is eCommerce. The fact is that eCommerce businesses live and die on how they are perceived by search engines. If they rank poorly, they don’t get organic traffic. And if they don’t get organic traffic, they can’t make sales.

While PPC and a strong social media presence are key components of increasing your brand’s online visibility, if your eCommerce site is looking to dominate the organic search results then SEO is key.

That means that if you are looking to grow your eCommerce store, you need to invest in SEO. Optimising your site in the way that Google likes is not only a way to perform better in the rankings, but it is also a route to success more generally. Google’s algorithm is specifically designed to promote eCommerce sites that provide a good experience to users. So, following Google’s rules for optimisation can be the perfect way to boost your business.

Here we look at some key tips for using SEO strategies to grow your eCommerce store.

Provide the Best Content

High-quality content remains one of the most important aspects of good SEO. Content serves the purpose of providing information to help customers make buying decisions and also helps to make customers more likely to buy. From an SEO perspective, a site that provides great content to its users is one that builds trust and authority.

There are two types of content that eCommerce sites need to focus on to provide their SEO and their rankings:

  • Product content – the worst thing that you can put on your product pages is text that has been copied from the manufacturer’s or (worse) a competitor’s site. Your product content should be unique, informative and better than any other company offers for similar products.
  • Informative content – great quality product content can help pages rank higher and encourage sales, but amazing informative content can attract interest a little earlier in the customer journey. Create useful guides, tools and how-to pages and provide them to anyone who is interested. Useful informative content that users love helps Google to see that your site offers expertise in your industry.

Focus on Page Loading Time

Page speed is an increasingly important factor in eCommerce SEO. This was highlighted this year with the launch of Google’s Core Web Vitals. These are three metrics relating to page loading that are considered important ranking factors. One of the metrics is Longest Contentful Paint (LCP), and it specifically looks at how long it takes for the largest element on the page to load up – anything longer than 4 seconds is considered slow.

But Google is also looking at the other metrics, First Input Delay (FID) which measures how long it takes for users to be able to interact with the page, and Cumulative Layout Shift (CLS), which looks at how much the page moves around after it has initially loaded.

These metrics can be improved by optimising your images, improving server response time and implementing lazy loading – a process that ensures that larger resources are only loaded when they are needed.

Keywords Matter

Keywords are an integral part of SEO for eCommerce sites. Abusing them in your content, however, will have a detrimental impact on your site. On the flip side, naturally incorporating relevant terms into your content not only helps customers find your products but also signals to Google what your site is offering.

You need to take some time to do in-depth keyword research, not only to understand the number of searches and competitiveness of the term, but also the intent behind the search term. There’s no use optimising a key page for a term with a high number of searches if those searches are looking for something different than your website provides.

 

Artemis are specialists in all aspects of SEO – we have years of experience working with eCommerce sites and we would be delighted to help you. If you are interested in learning more, get in contact with our experienced team today.


Lockdown Essentials Blog Post

Lockdown Essentials: How to Take Your Business Online During a Pandemic

Lockdown 3 – the sequel that no-one wanted. There were hopes that with 2020 behind us, we had also seen the last of the Covid-19-related lockdowns that have made life so challenging for businesses. But it now seems that we might be looking at another extended period where many businesses are not allowed to open their doors, and others can only offer their services and products remotely.

This has meant that a large number of companies have started to look into the possibility of offering eCommerce, even if they had previously relied entirely on their location and physical premises for their income.

If you are new to the idea of selling products and services online, don’t worry – plenty of people are in the same boat. And the good news is it can be actually relatively easy to get started.

eCommerce

Picking the right platform

Businesses that want to sell products and services online do not need to go the expense of having to create an eCommerce website from scratch. Thankfully there are platforms that are designed specifically for eCommerce. This means that you don’t need to be technically gifted to run a business website.

Over the course of the pandemic, Shopify has grown rapidly in popularity. This is a platform that is geared towards smaller businesses and those just starting out in the world of eCommerce. Shopify sites are relatively easy to manage and maintain. At Artemis, we are Shopify Partners, so we have extensive experience working with businesses using Shopify to run their eCommerce sites. (Look out for a more in-depth blog on Shopify coming soon).

For larger businesses or those looking for a greater range of features from their site, there are more advanced offerings such as WooCommerce, which runs through WordPress.

Getting the right eCommerce platform is important – picking a more affordable option can leave larger businesses without access to the features and services they need to maximise their profits while choosing a more complex platform can be a needless expense for a small company at the time when every penny counts.

Write content for humans

If you’re just starting out making a website and writing up content for your products, it can be tempting to write the kind of content that you think will help you rank higher on Google. Yes, it is important to target the right keywords, but it is even more vital to make sure that your content actually reads well for your customers.

Failing to do so can actually harm your business in the long-term. Not only can customers be put off by low-quality writing, but Google also won’t be impressed if visitors aren’t engaging with your pages.

Keypad Shopping Cart

Work with professionals when you need to

Creating a website focused around eCommerce comes with a lot of different challenges, and if you’re not especially familiar with the digital landscape, it can all get a little overwhelming. Thankfully, help is at hand and there is plenty of technology and digital marketing agencies and professionals who have extensive experience working on the eCommerce websites of businesses.

Don’t try to do it yourself if you don’t have the experience. There are many facets of launching a business online, from web design and SEO through to social media and managed PPC campaigns.

Interested in learning more?

At Artemis, we are a full-service digital marketing agency that specialises in working with small and medium-sized businesses.

If you are thinking of making the leap and getting your company going as an eCommerce operation, we have the tools and the skilled team that can make it easy and profitable.

Contact us today if you would like to learn more.