SEO is a unique phenomenon, and it is an art with which the basics can be confusing. However, eCommerce SEO comprises several factors that help in setting up and running an online selling business.
You need not worry as you can seek expert help. When in doubt, consult with an eCommerce web design London, for a seamless and stellar eCommerce site.
Nonetheless, getting it to bang on is not easy, especially with false claims and wrongful information. Below are six misconceptions that you should know.
Misconception # 1: Only Technical SEO matters
Technical SEO, in short, takes care of the backend or support aspects. Think of these as Herzberg’s extrinsic factors. It caters to technical audits, site architecture, and optimization, on-page optimization. So, page load speed and URL structure fall under technical SEO.
Although crucial, technical SEO, sadly so, accounts for maybe 10 percent of eCommerce success. So keep technical SEO at the backseat, as the secret to success in eCommerce SEO is something else – backlinking. Alternatively known as inbound links, this involves having high-quality links that redirect online viewers to your website. What can be said is that if you do not have high-quality links pointing to your site, you stand a low chance of appearing on the first page of Google.
Misconception # 2: Category pages are not a priority
Contrary to the misconception, category pages are an excellent way to rank your web pages for specific and category-focused keyword search queries. Say, for example, you are into selling boots. Now, ‘Boots’ is a generic category. However, if you sell ‘wedge sole boots’ and someone searches for them, you would want a web page dedicated to this category.
A website that is well-articulated and laid out for categories also helps you optimize your navigation bar. It, then, can target keywords such as ‘wedge sole boots’ or ‘best wedge sole boots’.
If you are short on keywords and phrases, there are several tools that you can use. SEMRUSH, for example, has an advanced filter, using which you can see what keywords and terms each of your web pages are getting ranked. Also, the tool helps you see if there are any keyword groups or categories that you may have missed earlier.
Misconception # 3: Reviews do not matter
To break this misconception, the eCommerce bigwig, Amazon, has done the exact opposite. It has an excellent repository of product reviews. When Amazon does it in the eCommerce space, reviews do matter. The psyche behind product reviews is that it adds credibility, authority, and trust. The C-A-T triumvirate makes it a profound source of free SEO.
So, if you are contemplating starting an online marketplace, keep in mind a product reviews acquisition strategy. Even if you have been in the industry for a while, websites are subject to changes. When doing so, ensure the reviews are in a format that Google can index. The review section provides additional advantages of high conversion rates, trustworthiness and it is a way for online visitors to stay for a longer duration on your website.
Misconception # 4: Search Intent matching is uni-dimensional
There are two kinds of search intent for eCommerce.
- Research – The phase involves a prospect looking to understand and get a better idea about a product or service. Say that someone is reading about a specific technology used in hydronic boilers.
- Buy – The phase means that the preliminary research, or due diligence in some cases, is done, and the prospect has decided to purchase an item. With that said, this someone is looking to buy a hydronic boiler, which calls for product and category page optimization.
Content stuffing is the worst sin that you can ever perform on your eCommerce site. A better approach is to optimize the blog content for people in the research phase. Blogs are a way to help people get ready to buy. So, along with informing and educating, you should add links to the product and category pages here. Save the link-building strategy and backlink profile for your blogs.
Misconception # 5: eCommerce SEO is a one-time thing
SEO is a continuous process and is akin to a marathon and not a sprint. With that said, you must stay informed about Google updates when it comes to SEO. Also, SEO advice becomes dated after some time. For instance, at one time, a web link to your store was either worth nothing or added very little value. The 2013 Penguin update changed it by introducing external link penalties.
If agencies provide a quick fix to your ranking issues, avoid it! It most probably will be a black hat tactic. Have an in-depth plan from web page structuring and keywords selection. Make sure the phrases are searched for actively but not too saturated on Google. Also, check the competitiveness.
Search engines, including Google, change their algorithms frequently. Additionally, your competitors, too, will be strategizing about their content day in and day out. Hence, work on creating high-quality and rich content.
Misconception # 6: SEO is a TOTAL solution
SEO cannot fix everything! If the sales and industry trends are haywire or heading in the wrong direction, no amount of SEO will save that eCommerce business. eCommerce sites with poor quality content and low engagement metrics – high bounce rates, low time on page, or conversion rate – will not rank well in organic search queries. If your engagement metrics are not adequate, usability, products, merchandise, and pricing will need focus.
SEO is a continuous process and involves much more than what meets the eye. Make sure to keep yourself informed about any updates in the Google algorithm. Do your homework, and you are in good stead.