SEO for eCommerce websites
If your business has an eCommerce website you’re going to want your website to rank as highly on search engines as possible.
Based on a 2016 study by AdvancedWebRanking.com organic results in position one of a search engine results page (SERP) have an average click-through rate (CTR) of 29.8%, whereas results in position three have a CTR of 10.7%.
The difference between first and third is a CTR of almost 20%.
For example, assuming the search term has an average of 10,000 searches per month, 8% of that traffic will go to the paid results which are placed above the organic results on the SERP. If your website is in third organic position in the SERP, you’re missing out on over 1800 visits per month, and the possibility of 1800 sales.
The benefits of optimising for search engines are obvious; more clicks equals more sales. But, if you ignore SEO for your eCommerce website, your competitors are going to catch up and overtake you, pushing you further and further down the SERP. A website in 10th place on the SERP gets on average just 1.3% of the clicks – less than one-twentieth of the possible clicks of an optimised website.
With that in mind, there are certain steps you can take to improve the on-page SEO of your eCommerce website.
eShop Builder from Fasthosts comes with built-in SEO and marketing tools that guide you through the process of search engine optimisation. Apps like SECockpit are free with any package and give guidance and advice on how to improve your search rankings.
These tools give you an immediate and expansive list of keywords that you could target to improve the SEO of your eCommerce website. The list shows the search volume and an expected ‘competition analysis’ figure that shows how easy it would be to rank highly for that search term.
You can then begin to build your content around the suggested keywords. Include these keywords in the titles and description of every page, include them in your page URL and repeat them sporadically throughout the content on your page. However, don’t repeat them too often, aim for a ratio of one keyword for every 33 words in your content.
It’s becoming ever more important that webpages be optimised for display on mobile devices. In 2015 Google confirmed that for the first time there were more search queries from mobile devices than desktop computers, and now, a mobile-optimised design is an important ranking factor in SEO.
eShop Builder allows you to choose from a wide range of mobile-optimised eCommerce website templates and ensures that your website looks perfect on any device.
Keywords aren’t everything when it comes to SEO. In fact, optimising for keywords is just one of hundreds of different factors that search engines look for when calculating rankings.
The structure of your on-page content is important. Search engines can’t see a page like humans can. Instead, they read the structure as presented in the code. For example, an H1 heading should include your keywords so that a search engine can see that the page is targeted at the relevant keywords.
An H2 tag can be used to break up the content on the page, and inform the search engine that the subject has changed, or is more specific.
The inclusion of images on a page has been determined to increase search engine rankings, although search engines can (currently) not see what the images represent. To get around this, alternative text can be placed on the image from within the code of the website, or from the CMS in WordPress or eShop Builder.
<img src=”http://www.example.com/RedBassGuitar.jpg” alt=”Red 4-string bass guitar”>
This tells the search engine that the picture is of a red 4-string bass guitar, and so the search engine knows that the picture is relevant to the search term ‘red bass guitar’. The alt text should be descriptive and contain relevant keywords.
There are many steps you can take to improve the SEO of your eCommerce website, but getting started is easy with the SEO and marketing tools that come with eShop Builder.