How is your website’s search performance? It may be time to refresh your SEO practices and keywords (and if you have a good ecommerce platform, it will be easy). Here are five ways you can start improving SEO.
What Does SEO Mean?
Before exploring how to improve SEO (Search Engine Optimization), let’s level-set on what SEO is. It’s hard to deny that search engines, such as Google, are the center of most online marketing, whether a business is paying for search results or getting them organically. Website SEO, according to Moz, is “the practice of increasing the quantity and quality of traffic to your website through organic search engine results.” Therefore, SEO includes not only where you land on a search engine results page (SERP), but whether or not a customer clicks through to your site and ultimately buys your product. For the rest of this article, we’ll focus on how to improve SEO with Google, as well as Bing/Yahoo.
1 .Use SEO Tools to Identify Top Search Pages.
Different pages play different roles on your website. For example, some pages serve as entry points to your site from organic search. Do you know which pages those are?
Google Analytics will give you a wealth of information about your shoppers, where they navigate from and how they use your site. Any of the leading ecommerce platforms will allow you to integrate with Google Analytics, but eCommerceCart from eMerchant probably has the easiest integration among all of them. Simply check a box in your admin panel and move on with your day!
You can use Google Analytics to identify your online store’s Entrances (found under Site Content). With Entrances, you can see which of your site pages are the heavy-lifters in website SEO–these pages not only rank highly on the SERP, but they also get click-throughs to your site. Moreover, you can look at Bounce Rate to see how many people leave the entry page without engaging. This tells you if your website SEO content is delivering on the search promise. If Bounce Rate is too high, over time, organic search performance will decline.
2. Track Keywords for Your Site
For every one of your entry pages, you will have keywords that are driving those organic search results. If you see your Entrances metrics decline, it may be that your search rankings are declining. It’s important to know the hardest-working keywords for entry pages; monitoring the keyword performance is critical to managing (and protecting) site traffic from organic search.
Where should you get specific keyword reporting? Hopefully, you have your Google Search Console set up and integrated into your Google Analytics. [If not, do it now] Within the Console, you can produce reports on queries, impressions, clicks and so much more. You can also use specialized SEO tools and software, such as Moz, to track and analyze your website SEO performance. Whatever tool you use, it’s important to monitor results weekly because search results change rapidly.
3. Update Content for SEO Keywords and Relevancy
If your keyword rankings have fallen, it might mean that you haven’t evolved your copy with the Google algorithm changes. Since 2017, Google is now looking at not only the keywords in your content, but also the other contextual language on the page, to ensure it’s serving up the best matches for the searcher’s intention. Gone are the days where simply repeating a word or set of words could get you a good ranking. Now, more than ever, websites must turn to competent copywriting, and more of it, and include target keywords as well as word variations, synonyms and related words.
In addition to making content more layered, some keywords may need to be added to your website to keep it relevant. For example, with COVID-19, it’s a good idea to think about how to improve SEO with additional keywords and phrases that have become important in your industry. It may mean you need to refocus keyword targeting for product pages or on the home page. Or, perhaps build a separate content page that specifically discusses pandemic-related changes.
When choosing an ecommerce platform, pay close attention to the themes (templates) provided; well-designed themes will go a long way toward helping you create useful content on each page. With eCommerceCart, you get professionally developed themes with easy navigation and user-friendly designs. Our highly customizable platform gives you the option to create any page you may need, now and in the future.
4. Use a Blog to Enhance Your Website SEO
In an era where more robust content is king, a blog is a must-have feature for any online business. Blogs allow you to capture additional keywords and since blog posts are longer, they succeed at creating the context that Google is seeking. In addition, a blog allows you to tackle long-tail keywords, which include phrases or questions.
Many ecommerce platforms provide blog options, but unfortunately, the SEO features in the blog module are mediocre. With eCommerceCart, you can seamlessly integrate a WordPress blog into your store navigation, getting the best of the blogging and shopping cart world, all in one solution.
5. Don’t Forget Page Titles and Meta Descriptions
Merchants who don’t have a background in SEO may underestimate the value of page titles and meta descriptions for their site pages. Don’t make that mistake!
The page title is a critical element of your website SEO and should include your target keyword–it can highly influence your search ranking. Titles should be no longer than 60 characters in order to conform to mobile standards.
The meta description may appear on the SERP, but doesn’t drive the ranking itself. Instead, this description drives click throughs. Keep it to 120 characters to fit on a mobile SERP and include the keywords (a variation is acceptable as long as intent is still addressed). Google may choose to pull a description from the body of your content if this is more relevant to the search intent.
The best ecommerce platforms, including eCommerceCart, have robust SEO tools built into the admin panel, and options for page titles and meta descriptions for every page on the website. Your shopping cart should have the tools enhance search results and make your online store as successful as possible.
Ongoing SEO monitoring is an important part of your website management. Keeping your copy and keywords current is a fairly easy and low-cost way to help retain (and possibly improve) website traffic and sales, especially if you have an ecommerce platform with strong built-in SEO capabilities.