No online shop can do without e-commerce SEO. Because although paid and no click traffic is getting stronger and the traffic sources are diversifying, around 40% of all visitors still come to websites via organic hits from Google and Co. This makes the organic search by far one of the largest sources of traffic for online shops.
The quality of your website and its content can suffer
Difficulties in opening up the market
Getting to know the wishes and needs of the new target group
Gaining the trust of customers
If no one searches for that keyword, it doesn’t really matter how well it converts or how competitive Google’s first page happens to be.
That said, there’s no way for me to give you specific search volume recommendations. In some industries, 100 searches per month is A LOT. In others, 10k monthly searches is nothing.
Over time you’ll get an idea of what a “high volume” and “low volume” keyword is for your industry.
This is a big one. Let’s say you find a keyword that gets tons of searches. It must be a winner right?
That’s because the keyword may not be a perfect fit well with what your site sells.
If the keyword you pick is even a little bit of a stretch compared to what you have for sale on your ecommerce site, people that search for that term aren’t going to convert.
Ranking #1 for a high-volume keyword that tire-kickers search for? Less awesome.
So before you decide on a keyword, take a second to see if people using that keyword are ballers …or broke browsers.
Fortunately, this is super-easy to do using the Google Keyword Planner.
First, check out the keyword’s “Competition” rating.
This metric gives you an idea of how competitive a given keyword is to rank for.
You can find a keyword’s difficulty in SEMrush by entering a keyword into the search field…
Essential for everyone who is serious about the success of their shop: structured data. Search engines are getting better and better at interpreting connections, but they still want us to provide understandable data. Therefore, the labeling of the content should play a major role in on-page optimization.
The correct labeling of products, images, breadcrumbs, content, videos, FAQs, guides, encyclopedias, formulas, addresses, telephone numbers, prices, comments, recipes, companies, jump marks, people, books, films, music, restaurants and much more simplify the process Information acquisition and thereby the evaluation of your own site by search engines. Of course, this is particularly effective when the competition in the field is still lagging behind.
If you want to approach them efficiently, you leave it to the awards that currently promise immediate benefits. Anyone who thinks that Google’s SERPs are static is wrong. New formats are being tested for a long time and gone faster than we can screenshot them. The content and the context of the search are constantly evolving and Google will fall back on various and previously unimagined resources. Isn’t it better if you are the resource provider yourself than the competitor?
Titles and descriptions are a source of constant joy, especially in e-commerce – and thus the absolute basics in SEO. But unfortunately also a lot of work if you want to get it right. As a rule, customers in the SERPs have to deal with automatically generated titles from product name and brand. A special highlight when the product name is a mystery. The description, which usually consists of the first 150 characters of text on the page, excludes sense or nonsense.
Of course, handwriting meta-information for thousands of product pages is not feasible – unless you want to force a horde of creative interns into law school. Automation is therefore the key word here too. It is about recognizing data structures and putting them together according to a given length. Ideally, a system should consist of internal and predefined elements, such as branding or conversion phrases, from which the tags can be calculated in the ideal length. No rocket science, but with a bit of brainpower.
But even that is not a universal remedy. As is so often the case, the golden mean is recommended: For certain page types, you should create the meta tags manually. These include guides, blog articles, categories and article overview pages: There is no automatism against lovingly texted titles and descriptions. Besides, the performance of each page or page group should be evaluated regularly in order to draw conclusions for the optimization of the title and description.
Websites with long loading times ensure that the user jumps off – and ends up with the competition with a brisk page. Because: All sorts of products can be found online at a large number of retailers. Anyone who is not up to date with the latest technology will go under, because nobody is willing to wait for the stragglers. Especially in the age of mobile first (some even speak of mobile only) you quickly lose a large part of your potential customers with a slow page on mobile devices. It means getting there quickly. And the goal is a page that only takes a fraction of a second to provide full interactivity for the customer.
Search Engine Optimization (SEO) is the scientific art of optimizing your website around specific keywords in order to rank higher in search results, such as Google.
I say scientific art because, while a lot is known about the technical aspects of SEO, there is a creative user-experience and design side to it as well.
But optimizing your site, ultimately, means one thing: creating the best possible result for your target keyword.
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