- Holiday shopping season is here and your ecommerce store , whether it’s a local shop or an internationally ecommerce brand , needs visibility to increase sales
- How can you get in front of potential customers and drive sales in highly competitive markets?
- Kris Jones, a former Pepperjam founder and serial entrepreneur, shares an ecommerce SEO guide.
Ecommerce companies are perhaps the most well-suited for SEO. Imagine it this way: ecommerce businesses have one resource, the internet. A local law firm may be able to put up a billboard, or buy ad space on a regional newspaper.
This is where they do 100% of their business and where they will reach the customers that they desire. Ecommerce businesses should invest a lot of effort in optimizing their SEO. Optimizing your website to appear in Google’s SERPs is a key way to do that.
You can tell people about your business by simply using the SERP, even before they visit your website. The information you provide could make the difference between getting your ideal traffic or losing it to the competition.
To market your business to potential customers who are searching for your products online, optimize your website for the SERP features that drive sales.
How do you do it? These are the four most important Google SERP features that you need to optimize your ecommerce website’s SEO.
1. Rich cards
In 2016, Google introduced rich cards, a mobile search engine result page feature. Structured data can be used by SEOs to make results more appealing and clickable for a business, which in turn will increase the likelihood of generating an organic click.
When you search for a specific product type, Google will show results that are marked up with the correct language. This allows Google to show relevant product information along with images that can be used to help users decide if they wish to explore more. To see more products, users can simply swipe.
Why am I suggesting a SERP feature starting in 2016?
This is because mobile traffic accounted almost 55 percent of all online traffic in the first quarter 2021. And that number will only continue to grow. Mobile search results are more relevant than ever in 2016 and 2017.
How can you optimize your ecommerce product for rich cards?
To mark up your products, you will need to use JSON-LD. The Google rich results tool offers free testing of your work.
2. Google Images Results
Rich cards are closely related to the need for ecommerce companies to optimize their content to Google Images results. Relevant images will be displayed at the top of any SERP before organic results.
Good product descriptions are a must. But, remember to keep it simple: customers will be able to see high-quality images of the products you sell, which will increase their trust and drive sales.
How can you optimize your Google Images results? Google Images doesn’t understand images the same way it reads text. It all comes down to how your images are prepared on the back end.
First, make sure your images are original. It is not possible to rank stock photos.
Next, give your photos descriptive filenames that match the pages where they will appear. You will likely have several photos for each product in ecommerce. Give the file titles descriptive names that describe the product. Separate words with hyphens.
Here’s an example: unisex-sneakers-blue-brandname-yoursitename
Don’t forget to add descriptive alt text to every image in case it doesn’t load.
Last, make sure that you don’t upload large files of images to your website. To give your website enough space, compress them as much as possible. This will allow you to keep the images clear and concise while still giving you all the information you want. This comprehensive guide to image optimization will help you.
3. Rich snippets
You might be asking, “Why are you talking about rich cards and rich little snippets?”
Rich cards are a great way to stop at the images when you’re selling ecommerce products. Optimizing for rich snippets is another option.
Rich snippets provide additional information about your products. These are placed under the meta title and above the description in your search results.
Structured data is used to get rich snippets in your product search results. This is similar to rich cards. You can decide which information you enter based upon what is most likely to grab the attention of your potential customers and answer their search queries.
Ecommerce companies should optimize rich-snippet products to adjust for price, in-stock status and sales.
Consider each one. It makes sense that someone searching for this product would want to view this information through your online store.
Rich snippets can be a great way to reach users with additional information, without them actually clicking on your result. This is where you take the most important bits of information about your products and jump right onto the SERPs for the user.
You can opt not to use this option for your products. If your competitors are doing this, who do YOU think has the best chance of making a sale and getting clicks?
Rich Snippets are a great ecommerce SEO tool.
Optimize your site for SERP sitelinks.
I use the word “attempt” when I refer to optimizing because this isn’t a SERP feature that you can click on or off like structured data or alt text.
Sitelinks, which are clickable buttons located below the metadata of a SERP result, allow us to all be on the same page. These buttons allow users to navigate to specific sections of your website.
For ecommerce, you want the most relevant sitelinks to be listed in your result for your most-popular product categories.
Again, I am saying “would like” because sitelinks will be chosen by Google’s algorithm. However, this doesn’t mean that you cannot influence the sitelinks Google places there. Google’s links to your pages are based on the navigation of your site.
We recommend that SEOs have a clear and simple-to-navigate structure for their websites. It improves the user experience and supports navigation.
Google can crawl your website using other things, such as keyword-optimized content and smart internal linking.
These elements will give you the best chance to define what your SERP sitelinks will look like. Google will respond to your requests by creating helpful sitelinks if you tell it which pages are important to you and customers.
Another example of SEO jumping straight to the top of search engine results pages without users having to do anything.
It’s important to be competitive in ecommerce.
Optimize your efforts
When it comes to competing with the competition, businesses always face tough decisions. No matter if you’re a small shop or a large ecommerce company, there are always others trying to outdo you.
SEO is not a magic bullet that will make someone do anything. However, it can help us to be on the right footing if we follow the steps above to optimize our websites for SERP features.
These things are important, so get going as soon as possible if you don’t already. Then, just relax and see what happens.
Kris Jones, the former CEO of digital marketing network Pepperjam and affiliate network is Kris Jones. He sold it to eBay Enterprises in 2009. Kris Jones founded LSEO.com, a software and SEO company. He has also previously invested in many successful technology companies. Kris is a skilled public speaker. He is also the author of ‘Search-Engine Optimization: Your Visual Blueprint for Effective Internet Marketing’ which is one of the most popular SEO books. It has been sold close to 100,000 copies.
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Search Engine Watch’s first post, Four Google SERP features to help ecommerce SEO, appeared first on Search Engine Watch.
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