Why is great quality content important for your e-commerce business?
You should always consider the importance of working on different ways to drive traffic to your site, especially for ecommerce sites, as your online store is the way you’re making your money. It is vital that you fully enhance all of your efforts in capturing site visitors for any chance to convert them into customers, and whilst optimising your site can be time-consuming and require a lot of effort, it is something which guarantees an increase in organic traffic to your site; according to Wolfgang Digital, 43% of traffic comes organically from Google search in comparison to 26% coming from Google Adwords. This blog post is going to summarise some key SEO tips that will aid in increasing organic traffic to your website, including working on content, URLs, keywords and more.
So what are the key SEO tips to consider?
There are many things to consider when it comes to effectively optimising your site to increase traffic, but we’re going to outline just a few of them, that will alone have an impressive effect on the organic traffic being directed to your website, as long as the necessary time and effort is put into optimising them. We’re going to take a look at conducting thorough keyword research, creating high-quality content for your website, the importance of page titles, adding meta descriptions, curating an effective URL and utilising images well.
First and foremost, it’s vital that thorough research into your keywords is conducted. 9 out of 10 online users look to search engines for information, by searching for a specific keyword or keyword phrase; in return, they want relevant results. Search engines will scan its index of webpages in order to find content related to searches conducted by users. The content on web pages will be analysed and onsite keywords are matched with the keyword phrases used during searches. That’s why it’s necessary to consider the importance of keywords, they’re vital when it comes to matching the content on your website to the results your target audience want to see. With the correct keywords, you’ll attract traffic that is relevant to you and your business, therefore increasing your chance of converting visitors into paying customers.
Following on from that, it’s important to consider using long tail keywords in your SEO efforts. Whilst you are compiling a list of keywords and phrases that relate to your business, you need to recognise that shorter key phrases are now simply too broad, phrases such as “Digital Agency” have become extremely competitive because of how the market has grown. In order to remain unique, focus on long-tail key phrases that are specific to the product or service you have on offer. An example, in this case, would be “Digital Agency in Birmingham”; studies do in fact show that conversion rates for long-tail keywords are 2.5 times higher than short keywords meaning that there is a lot of value in sourcing long-tail keywords.
Another factor that you should definitely be spending a lot of time assessing is the content on your website. You should always invest time and resource to the content on your website, great quality content does in fact sell. You need to create content for humans, it needs to be fresh and engaging. By creating great quality content that incorporates relevant keywords, you are allowing yourself a much more engaging online presence which is sure to, in time, generate conversions. What you do need to remember though is that it’s not all about optimising for search engines; don’t go overboard with your keywords, you still need to ensure your content resonates with your target audience by being clear and informative.
Page titles are something that you may overlook, a lot of people don’t see the relevance in optimising page titles but there are actually specific guides on how to best make the most of your page titles. Hubspot says that your page title should be no longer than 70 characters and have no more than two long-tail keywords. Is that news to you? If it is then that’s something you can work on optimising straight away, giving you a better chance of increasing traffic to your site.
The next thing to consider are your onsite meta descriptions, if you’re not aware of what a meta-description is, it’s a bit of information that sits below the link of search results. It is just what it says, a description, that explains a little bit about your website to users. Meta descriptions give you a chance to intrigue a visitor and influence their decision to click through to your website. Whilst meta descriptions are pretty straight forward, to fully maximise their potential you need to use your keyword research and include at least 2 keywords in a meta description.
A well structured URL has the power to improve traffic to your site. By incorporating clear keywords into your URLs, you are contributing to them appearing more search-engine-friendly, simply meaning that more people will see your website pages. As your URL will sit alongside your chosen page title and ‘expertly crafted’ meta description within search results, visitors might just be a little deterred by a long and confusing URL, that’s why it’s vital that you put relevant, understandable and key words into your URL and separate all words with a hyphen. As an example, take a look at the URL of this blog post http://www.lightboxdigital.co.uk/seo-increase-traffic-ecommerce-website/ it incorporates the key aspect of this post, using SEO tips to increase traffic to your ecommerce website. In comparison to this made up URL http://www.lightboxdigital.co.uk/158735/klwshiek, I’m sure I know which one you’d be more inclined to click on.
Finally, I’m going to talk about images and the power of them when it comes to increasing traffic to your site. We all use the images tab on Google don’t we? So why not use it to our advantage. When you’re publishing images to your site, you should be including relevant and specific keywords within the image file name and also don’t forget to add relevant alt tags just in case the images don’t load; this little bit of text will give your site an extra boost in image search results. The alt-text acts as an attribute in the HTML of your site and is actually readable by search engines; it gives you another positive ranking metric ultimately meaning that more people will be visiting your website and giving you exactly what you came to this blog post looking for, an increase in organic traffic to your ecommerce website.