Mistakes You Need To Avoid in Terms of SEO For Your Ecommerce Website

web storefront
6 Mistakes to Avoid when Launching Your New Web Storefront
September 13, 2016
ecommerce website
5 Hidden Costs of Opening and Maintaining an eCommerce Website
October 18, 2016
Show all

Mistakes You Need To Avoid in Terms of SEO For Your Ecommerce Website

ecommerce website

When you own an eCommerce website, you know you can’t leave anything out of account. With so many online businesses thriving these days, the main focus should be on SEO excellence.

But how can you make sure SEO becomes your forte? Well, the best way to learn is from mistakes.

So let’s have a look at some SEO blunders you should stay away from:

Using the Wrong Keywords

First, let’s define what ‘wrong’ means in this case. It’s all about avoiding keywords that are too broad or too competitive.

For instance, if you own a print shop, you won’t aim for a keyword like ‘print services’. Sure, the traffic might increase. But the conversion rate will be low (people visit your website, but they don’t find what they are looking for).

When used strategically, keywords are marketing gold. They help you target the right buyers and anticipate their particular needs.

Try to aim for long-tail keywords (which consist of more than one word). Your eCommerce website will engage the customers who are more likely to be interested in your services.

ecommerce websiteOnce you identify the right keywords, make sure you don’t go overboard and stuff the web pages with them. At first, it might seem like a great strategy.

Don’t lose sight of the big picture: your content is aimed at human beings, so it should be human-friendly.

Google won’t reward you with high rankings otherwise. So focus on delivering quality content on your blogs – the kind that compels people to read and share.

Not Paying Attention to the Website’s Usability

Now that you’ve picked the best-fitting keywords and created some relevant content, you may think your job is pretty much done. Don’t fall into this trap!

A working eCommerce website needs ongoing maintenance and dedication.

Once you make sure you get relevant visitors, you need to offer them the best experience. Pay attention to the overall architecture of your website.

You may think an intricate website is a plus. Well, it may actually become a liability when it comes to SEO.

The best example is site speed: if you overlook it, chances are you’ll lose visitors. People leave your site when they have to wait too long for a page to load.

It’s paramount that you take the time to:

  • Redirect 404 pages to actual content pages.
  • Update duplicate content pages, Meta titles, and Meta descriptions.

There are a lot of tools for improving website usability– a key SEO feature.

Don’t be tempted to overcrowd the site structure. Instead, opt for a ‘flat’ architecture. That will ensure your visitors will use as few clicks as possible from the Home page to a product page.

Neglecting the Mobile Version of Your eCommerce Website

With the amount of online purchases made on mobile devices nowadays, the mobile version of your website is a top priority.

eCommerce website SEO strategy

It should not duplicate the website content. Otherwise, Google won’t provide the rankings you are aiming for, even if your content is top-notch quality.

What you can do is purchase an eCommerce design template for the mobile version and customize it to ensure the best results.

You Don’t Showcase Your Products Correctly

At this point, you may ask yourself: do the actual products have anything to do with my ranking?

They do, actually. While you might have high product quality and presentation, you may lack SEO optimization. Or it may be that your eCommerce website is fully optimized, yet conversion rate is still low because your products lack in appeal.

Channel your efforts into adding a unique description to each item. That means you should avoid:

  • Dull or repetitive wording
  • Manufacturer specifications (which are distributed to several online retailers)
  • Copying content from other websites

You don’t want to be penalized by Google for displaying content that is identical to that of dozens of other online stores, do you?

If your products’ descriptions are already detailed and unique and there’s still no improvement, you may have committed another error: not enabling or not getting customer reviews.

ecommerce website reviews

In a study from Moz.com, it is stated that online reviews determine 67.7% of customers’ decisions. In other words, buyers will favor the product they can get an idea about. Here’s what these reviews do:

  • Add even more unique content
  • Keep the page active (and thus more visible for search engines)
  • Create a reliable community that provides potential new shoppers and word-of-mouth referrals (which are valuable even in the age of social media)

You can rely on review plugins to boost the customer feedback.

You Don’t Have a Rich Snippet

Don’t neglect to provide ‘rich’ snippets: the more detailed, the better! Meta description is the first contact the buyers have with your page. Look at it as the best free advertising for an eCommerce website.

A rich and structured snippet allows you to include images or media content, which will set your page apart from the other results that appear when someone conducts a search.

Thinking Social Media Is Not Important for SEO

Social media is crucial for enhancing your SEO efforts. You can treat social media activity as link building. The more active you are, the faster your content will be indexed and identified by search engines.

But it’s not that easy to get steady engagement. For that, you need to:

  • Study your audience.
  • Identify their social media preferences.
  • Anticipate their current needs.
  • Constantly deliver smart and compelling calls-to-action.

ecommerce website social media

Also, make sure to mix things up: Facebook is no longer enough, combine it with Twitter, Instagram, YouTube or other current platforms. Once you come up with the best options, don’t make the mistake to be generic and predictable.

If you don’t put an effort into being one step ahead with your social media presence, you’re not helping your SEO.

Lack of a Sustainable SEO Strategy

Maybe you’re at that point where you know you’ve done everything right and there’s no need for further concern. No mistakes to be done. Well, we’ve got news: this is the trickiest error of them all.

Like every durable process, your eCommerce website needs an ongoing SEO strategy.

To do that, you should:

  • Use analytics to see which keywords rank the highest and convert the best.
  • Use PPC campaigns to find high-converting keywords you should add to your SEO strategy.
  • Test Meta titles and Meta descriptions.
  • Test page content to enhance conversions from web traffic.

ecommerce website (1)

Your results need constant iteration.

Otherwise, expect your rankings to drop and your sales to suffer. No business wants that, right? You want to build a sustainable online enterprise that customers love to deal with.

If you still need guidance on how to ensure SEO maintenance and avoid these mistakes to improve your site’s functionality, pay us a visit at Storefront. We can help.

Leave a Reply

Your email address will not be published. Required fields are marked *