At its simplest, e-commerce websites can still benefit from typical SEO services. After all, increasing their exposure and listings on search engines is a great way to reach new people. However, when you have active product listings, there are a few more advanced techniques which are worth paying attention to.
When it comes to online retail, you need a more unqiue SEO strategy. Here, we will list some of the main areas you need to change or improve to ensure the best exposure.
Avoid Duplicate Listings
When Google crawls websites, it often ranks down websites with duplicate listings or replication pages/URLs, since this can sometimes come across as spam. The problem with extensive e-commerce sites is that the product filters can often generate different URLs to the same product.
Let’s imagine you’re selling a leather jacket. That might be under an URL ending in clothes/womens/leather/product-name, or it might be under clothes/jackets/leather/product-name and numerous other alternatives.
When Google sees this, it has a problem. Which page does it list on its search engine results page, or SERP? Each page is valid, of course, but if it has to spread the link juice around, nothing will benefit. On the other hand, its algorithm might just see this as spam and penalise it. The best way to avoid this is to actively fix your website to prevent this from happening – use redirects to ensure only one URL is actually valid.
Use PPC Alongside SEO
When you’re actively trying to sell a product, PPC services can be a great support tool. Pay Per Click ensures that you’re actively trying to entice people over to your site and, with the right keyword management, this can be highly effective.
Let’s use the example of a leather jacket again. If a customer is actively searching for a leather jacket, they’re looking to possibly purchase something. Someone looking for “coats and jackets” on the other hand, is likely still at a browsing stage and hasn’t made up a more specific target item.
Why is this important? Ideally, you could set your SEO campaign to target the broader terms such as “coats” and “jackets”, as this will have a big appeal and big visibility. PPC, on the other hand, will be great for “leather jacket”. Here, your PPC can be targeted to encouraging a purchase, using more specific information.
Social Media Reviews and Hype
If you can get people to naturally love your products, they will often speak on your behalf. There’s no better traffic than natural, organic traffic, and your outreach can be a great way to do this.
If you have a key product or service you want to promote, work with bloggers and external websites. Give them sample products or special deals to entice audiences. This isn’t just a sale or advertising offer. If these bloggers really like your work, they’ll speak volumes about it. This generates hype and the links that will naturally appear will also weight in considerably on your SEO front.
Similarly, when it comes to social media, you have a great platform to promote and (carefully) advertise. However you should make sure you target the right twitter followers, as like any SEO method, it’s about targeting and engaging the right people.
As you can see, these methods still apply the fundamental SEO basics. However, you should always bear in mind that e-commerce websites have a different nature than generic websites, so their SEO goals will always be slightly different. This is because you’re not just looking to get views on your page – you’re looking to get specific people to convert into customers.