Reputation Rhino is a New York SEO company specializing in SEO for Ecommerce and Online Retail Companies. We will help your online retail business increase targeted traffic, achieve top rankings on relevant keywords, increase calls and generate sales.
When it comes to e-commerce SEO, ranking at the top of the search results pages for the keywords relevant to your products and services is essential to success. Business owners and entrepreneurs already know how difficult it is to succeed online today, and search engine optimization must be part of your digital strategy. The COVID-19 pandemic has accelerated the push for retailers to adopt a digital strategy and the already crowded marketplace of online retailers has become even more competitive.
According to a 2019 study by Statista, search traffic generated 65% of total ecommerce sessions, 33% was generated through organic search, and 32% was generated through paid search. 70% of respondents to a Databox survey said that SEO is better than pay-per-click advertising (PPC) for generating sales.
Search Engine Optimization (SEO) for Ecommerce is the process used to enhance the online visibility of your business to increase targeted traffic, achieve top rankings on keywords that deliver a measurable ROI and increase calls, leads and sales from website visitors.
Keyword research, on-site optimization (optimized design, user experience, content quality / relevance, information architecture), technical SEO (structured data, meta tags, site speed), off-site optimization (link building and establishing authority), monitoring and measurement all must work together for SEO to work for your online retail Website.
What is Ecommerce SEO?
Ecommerce SEO has evolved to become the powerful tool to drive relevant traffic and sales for your online business. Landing at the top of Google for your Website and converting traffic to revenue also means having a solid online review management strategy in place. You want to have as many 4-star and 5-star reviews as possible, which will provide customers the confidence to call or complete an online purchase. According to a recent study, 92% of Internet users read product reviews, and 89% of people say that reviews influence their purchasing decisions. The first thing most consumers do before making a major purchase is research online.
The best ecommerce SEO company will work to improve and optimize online content to rank higher on different search engines.
SEO is not a “set it and forget it” project, it’s about continually optimizing your pages to provide the best user experience (UX). You want your website to be easy to use, while addressing the most important user intent metrics.
How Does SEO Work?
To improve the organic presence of your Ecommerce Website on Google and other search engines, our award-winning SEO company offers a range of services including the following:
- On page optimization following ethical (white-hat) SEO techniques
- Targeting a combination of category, product/service and location related keywords
- Integrating relevant content on-page and off-page for targeted keywords
- Building your Ecommerce brand online through offsite optimization
- Link building
Top search engine rankings are achieved through a combination of on-page and off-page activities on an ongoing basis. On-page optimization refers to improvements by your ecommerce SEO agency to your website to help Google and other search engines recognize your website for the most important keywords for your business.
Examples of on-page activities include:
- HTML code repair
- Improve Internal Linking
- Quote and Underline Keywords in content area.
- Review of content on page with proximity and prominence factors.
- Incorporate Title, Description and keywords to each important page.
- Sitemap creation and submission (ROR, XML, TXT)
- Check for broken links and repair them.
- Web page and Image Optimization
- Meta Tags analysis and Keyword density
- Integrate customer and user feedback form on website, etc.
Off-page optimization is how our NYC SEO company will improve the authority of your website through external activities to help Google and other search engines recognize your site as high quality and authoritative.
Examples of off-page optimization activities include:
- Local Submission
- Business Listings
- Search Engine submissions
- Directory Submissions
- Article submissions
- Blog post submissions
- Press release submissions
- Link building – one way, two way, three way
- Creation and Submission of RSS Feeds
- Bookmarking and tagging
- Create profile pages
Ecommerce SEO Analytics and Measurement
We use Google Analytics for monitoring website traffic and ranking position for our ecommerce SEO activities.
Google Analytics can track anything from referring source and referring keyword through lead conversion. Using Google Analytics we can determine the following:
- Total number of unique visitors to the website
- The number of enquiries or leads generated by our activities
- Referring source for site visitors along with keyword identification
- User demographics
- Goal setting and tracking drilling down to conversion ratio.
- Average page views per unique user
- Cost Per Click against organic search generated visitor conversions
We evaluate conversion ratios and SEO effectiveness using these metrics:
- Total number of inquiries and inbound emails originating from organic search
- Total number of unique visitors generated through organic search
SEO For Ecommerce – Why Does it Matter?
SEO as a more efficient and affordable way to advertise to your target market. Why? Because it’s organic and people trust organic search results more than advertising.
Each SEO campaign requires a carefully thought-out initial setup and refining, but once you’ve reached optimal rankings you’re getting more leads to your business on a daily basis. Can paid ads give you the same results? Not without paying several dollars or more for each click. For highly competitive keywords (like “car insurance”) the cost per click can be $40 or more. Consider the cost per click for coffee (nearly $2.00) is more than the cost of a cup of coffee.
This is not to suggest there is not a place for PPC in your online advertising strategy, we are an award-winning PPC Management company, and we know how to make PPC deliver value for our clients, it simply means you should make room for search engine optimization to reduce the long-term costs and dependency on paid ads as your primary source for traffic.
Benefits of SEO For Ecommerce Websites
The benefits of a long-term ecommerce SEO strategy are clear. Higher rankings and a better organic web presence lead to more patients.
93% of online experiences begin with a search engine. People are using Google to find what they want and what they need.
Blogging and social media marketing allows retailers to build a community, educate prospective customers and share important product information organically. Posts can move to the top of Google search results for some of the most important keywords in the retail space.
Best Ecommerce SEO Tools
Here is a short list of some of the best Ecommerce SEO tools we use for our clients:
- Ubersuggest is a free SEO tool that specializes in generating new keyword ideas to help inform your keyword optimization strategy. You can see volume, competition metrics, and even seasonal trends for each keyword.
- Ahrefs is a subscription service starting at $99 monthly that can help with site audits, track ranking across all of your keywords, and monitor site traffic and backlinks.
- The Screaming Frog SEO Spider is a desktop program (PC or Mac) which crawls websites’ links, images, CSS, script and apps sharing actionable insights from an SEO perspective. The basic program is free, and for most users, provides more than enough data, but an eCommerce SEO consultant or marketing manager may want to upgrade to the premium version.
- MOZ starts at $99 monthly and offers detailed analytics to monitor site health, link building, and keyword performance and tons of resources to turbocharge your e-commerce SEO strategy.
How is SEO for Ecommerce Sites Different from Traditional Marketing?
In the Internet age, the customer lifecycle and path to purchase has changed beyond recognition. People still do in-store research – to look, feel and experience a product, and then go online to purchase. In some cases, there is no in-store opportunity, so customers rely on word of mouth, social media influencers, product reviews, coupon codes and discount sites and other third-party sources to validate their purchase. Even with all these different ways to get to the checkout page, 1 out of every 5 customers abandon their shopping carts before completing a purchase.
Google reports that customers are 51% of shoppers surveyed say they use Google to research a purchase they plan to make online.
7 Tips for Your Ecommerce SEO Strategy
Improve your ECommerce SEO with a straightforward, strategic process.
- Add Relevant Keywords
You have to determine the keywords you need to rank for, but how? Start by thinking about your main products and then determine what subtopics people might be asking questions about or looking for answers to. As voice-based search becomes increasingly important, customers are relying on asking questions online and relying on Siri or Alexa to help with product discovery. How well does your Website or content strategy align with the shift to voice?
- Privacy Matters
For online shopping customers, who are going to share their address and credit card information with your company, privacy matters. According to Javelin Strategy & Research, in 2019, identity fraud resulted in $16.9 billion in losses, and impacted 5.1% of consumers.
Privacy also matters to Google. HTTPS can provide a fast, secure connection that offers a level of privacy and reliability that users should expect. The W3C’s Technical Architecture Group has argued persuasively that the web should actively prefer secure connections and transition entirely to HTTPS.
HTTPS encrypts and filters all communication between the site and the browser – it is also a Google ranking factor, so it is important to coordinate with your website host and set up an SSL certificate on your Website, or work with your SEO company to set this up for you. SSL stands for Secure Sockets Layer, it is a security technology that enables encrypted communication between a web browser and a web server.
- Start Blogging
Blogging is a very effective online marketing strategy that allows you to establish authority and rankings by displaying your knowledge on a variety of topics. For example, if you are a website specializing in selling organic food, blog content highlighting the benefits of natural foods and the dangers of harmful pesticides can support your brand’s products and attract new customers who may not yet be looking for your products, but discover your products through your content. Long-tail keywords, “benefits of non-GMO popcorn” for example, could be used for expanding content and optimizing your blog.
Websites that blog actively generate 67% more leads and 434% more indexed pages than those that don’t. You’ll be able to rank for additional keywords and long-tail keywords that will get more visitors to your website leading to more appointments.
- Boost Your Backlinks
Create high-quality content that gets shared and reposted on social media and elsewhere. This will result in your website getting backlinks, which are a powerful ranking signal for Google. Backlinks are essentially a vote of confidence in the eyes of Google. They are important when building a brand and getting new pages to rank faster.
- The Need for Page Speed
Web Pages need to load fast. According to a recent article in Search Engine Journal, 70% of customers say Site Speed impacts their purchasing decisions. Delays can increase the chances of a person bouncing off from the page or the website entirely. Even a one-second delay can result in a 7% drop in conversions. Consider implementing AMP pages (accelerated mobile pages) for fast mobile loading times.
- Structured Markups – Schema and Open Graph Protocol
Google and other search engines prefer the Schema.org set of structured markup to make it easier for its crawlers to scan pages and deliver relevant search results for users. Google recommends the most is the JSON-LD format, this is included as a block of script in the head of your page. You might want to see if you could use JSON in combination with the structure of your current content. Another option is RDFa, and then Microdata both of which are expressed as in line properties in the body of your page.
For online retailers, the product’s name (name), image (image), description (description), and SKU (sku) are all identified using Schema.org product vocabulary. Ever wonder how those star ratings for products appear in search results and grab the eye and attention of customers searching online? They appear because the website uses a Schema.org vocabulary for describing product ratings. In the code, aggregateRating, ratingValue, and reviewCount help Google and other search engines identify the product rating and show it as a rich result.
There’s also Open Graph protocol favored by Facebook so if you want to better manage how Facebook views your site pages, you’ll want to include the Open Graph markup in your pages.
- Mobile First
Google is favoring Websites that prioritize the user experience on mobile devices. When they visiting a mobile-friendly site, Google reports that 74% of people say they’re more likely to return to that site in the future and 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service. Google will rank sites that are mobile-friendly higher than sites that are not. If you don’t know if your website is mobile-friendly, Google offers a free Mobile-Friendly Test now.
The Importance of Ecommerce SEO for Retail Companies
According to Search Engine Land, “49 percent of consumers reported that they rely on search to inform purchase decisions, and 19 percent of respondents identified search engines as the most influential source in driving their purchase decisions.”
Although Social media marketing is a powerful tactic to grow referral traffic and increase your overall brand footprint, search engine optimization is the fuel that powers your sales engine.
Until we’ve completed this SEO audit, it’s not possible to understand exactly what work is needed and what level of investment is required to see SEO results. What the audit gives us is a roadmap of our e-commerce SEO strategy, helping us develop a game plan about what we need to do to increase the amount of sales you generate online.
By using detailed analytics and goal tracking, you’ll be able to measure the effectiveness of your SEO campaign on a daily basis. You will see more phone calls increase, more web leads and more sales as your SEO rankings improve.
Contact us today to learn more about Reputation Rhino and our affordable Ecommerce SEO services designed to increase leads, grow your revenue and outrank your competitors.