SEO Tips for eCommerce website
Most people’s buying behavior has now shifted to the Internet. Flexible purchasing times, a wide product range and low prices speak for themselves in this context. It is therefore not surprising that many eCommerce website from every conceivable area of life are now represented on the Internet. Customers can quickly lose track of things here.
But the ever-growing range of products also presents various disadvantages for merchants: as the competition does not sleep, it becomes more and more difficult for eCommerce website to catch the attention of potential customers. However, every operator of an eCommerce website can use search engine optimization measures to do their part to ensure that customers take notice of the offer and that long-term sales can be generated.
Draw attention to the products accordingly
The most interesting thing for a customer in an eCommerce website is of course the product portfolio available.
Therefore, the store operator should take a long time to describe it. On the one hand, it is advisable to use product images which help the customer to get a complete overview of the respective product. But it is just as important to describe the product accurately. Important information – such as color, size or price – should be placed clearly on the respective underside so that users do not overlook it. The content of a product description should not only be optimized for the customer, but also for search engines.
This is where webmasters can use meta keywords. Use individual, short, meaningful descriptions and a concise page title. If a product is not available, the store operator should not make the mistake of removing or parking the subpage – search engines don’t like to see this at all. Rather, the appropriate information should be placed on the product page. In order to offer the customer additional added value, alternatives must be presented to him. For example, operators can offer comparable items in the eCommerce website or suggest that the customer deliver the desired product in a different color.
Rethink the structure of the pages of the eCommerce website
SEO actions should not be taken solely by the website operator while the store is being established. There are always new trends in search engine optimization and most importantly, search engines frequently change their guidelines. The structure of the page should therefore be revised if necessary. In an eCommerce website, it is essential that it be well structured. The customer should immediately feel invited and have fun browsing.
However, he must also be able to research a specific product without detours. It is therefore advisable to prepare an overview in which the different categories of stores are listed. An optimized description should also be written for each category. Thanks to this, the customer can clearly see which products are waiting for him in this category. The reader should not only see the content clearly, he should also always receive exactly the information he is looking for. Unnecessary details should always be omitted.
Consider mobile devices
Search engines are now placing more emphasis on optimizing eCommerce website, including for mobile devices, as many consumers now shop with their smartphones or tablets. When designing a store for mobile devices, it is also important to ensure that the structure is understandable.
racks – Google only displays 30 characters, so the most important information should appear briefly at the beginning of the title.
Special characters have no place in the product title
Special characters such as hyphens or colons can be useful in normal web searches and gain more attention. In Google Shopping search, however, these characters take up double the space – valuable space that can be used more efficiently.
No legal information in the title
Energy efficiency classes or base prices naturally play an important role for the consumer, but should not appear in the title. For such content, Google offers its own fields in the product data specifications; so that the data appears legally secure in the product details. The same applies here: more space for relevant search words in the title!
Do not include size information for shoes and clothing in the title
Google only shows one item of clothing in the ads for a product offering. The user may think that the product is only available in one size which can lead to confusion and lack of sales. So, it is advisable to provide size information through the data feed, as it ultimately means that Google Shopping also reliably displays all available sizes.
Clear product labeling is particularly important.
EAN codes, by means of which an article can be clearly identified, are an example of product labeling. Therefore, this data – if available – must also be transmitted to Google. A price comparison can thus be made very easily. The title should also contain clear model names from manufacturers or producers.
Important: the first 175 characters of the product description.
Different product categories are presented to users even before clicking on the product. Either way, important information about your own products should be found here, such as the materials or sizes available.
Use common German terms
Color information or item sizes should always be used by traders in a generally applicable manner and, if possible, in German. In terms of gender in particular, it is better to trust “women” and “men” rather than “men” or “women”. Individual search volumes for the terms can be found in Google Trends.
eCommerce website is also increasingly relevant to Google. For example, since September 2014, all ads for a product offering have moved to Shopping campaigns. The American research giant is also considering integrating a direct “buy button”. A visit to the business partner would then no longer be necessary, so the user would remain on the Google pages.
Higher odds in online trading – it’s worth paying attention
Most eCommerce website generate almost a third of their sales on Google Shopping. As a result, this channel is the most relevant after the classic Google search function when it comes to driving traffic and sales. A prerequisite for this, however, is the correct use of this channel. The following tips can increase the odds in eCommerce website so that near perfect results are possible with Google Shopping.
Maximum 150 characters in the title for Google
The product title should contain information that is as relevant as possible, such as colors or technical details. It is also advisable to exhaust the character limit with appropriate keywords. For product listings on Google Shopping, the titles are very important.