E-commerce websites have different search engine optimization problems than a generic business website. You have products, product categories, reviews, shopping carts, payment gateways and more. Is your e-commerce SEO working?
This article will help answer that question...
1. Product Descriptions
Since e-commerce sites usually have a large number of products, it’s common for product descriptions to be short or automated.
This creates a few problems for SEO:
- Short descriptions give the search engines too little content to work with. After extensive analysis, Backlinko concluded that longer descriptions generally perform better.
- Automated descriptions that swap a few words into a template can create duplicate content issues.
- Descriptions provided by the manufacturer are almost certainly replicated on other sites, meaning that you are not providing anything unique for the search engines. This means the search engines have no reason to rank you above competitors.
It’s not always possible to manually update the product descriptions for every product. Focus on turning just a few of the highest-value product pages into full-fledged landing pages.
Replacing scripted or short product descriptions with unique descriptions can help resolve this issue. Opening up your site to user-generated content like reviews can also help by introducing new content.
2. User Reviews
In addition to diluting duplicate content, user reviews seem to affect search results and the impact is clear and unambiguous.
Yotpo conducted an analysis of over 30,000 businesses that added user reviews to their site and measured how this impacted organic search traffic. The results were stark: Over a period of nine months following review implementation, they found that Google organic page views per month grew by over 30 percent.
Including user reviews can be scary, as this allows buyers to leave negative feedback on your products. Evidence suggests that including user reviews increases conversion rates.
If you’ve been hesitating to include user reviews because of concerns about negative feedback, I highly recommend you take the plunge.
3. Keyword Optimization
Many e-commerce product pages are not developed with keywords in mind.
The typical product page is built around a brand. It’s certainly true that some consumers may be searching for these names, and they should definitely be included in important locations on the page.
It’s important to also include generic, popular phrases on your product pages.
You should be going after phrases that consumers are using when they search for products like yours.
To accomplish this:
- Use keyword tools and research to identify phrases that consumers use to find products like yours.
- Analyze the meta descriptions, image alts, URLs and headings for top competitors.
- Choose three to five closely related keywords to target for each page and update the above-the-fold region to reflect those keywords.
4. Poorly planned site redesigns
This experience is painful, because a site redesign is intended to modernize and beautify a site. Few things hurt more than spending hard earned cash on a new website and having it backfire.
If you implement a site redesign without taking SEO into account, pages that ranked well can get lost, content that was pulling in traffic can get rearranged, and more.
Do not execute a site redesign without the help of an SEO professional.
Put this information to use!
Don’t close your browser tab just yet.
Leave it open and look at your site.
Take a look at the problems listed here, and ask yourself if you’re facing any of them right now.