Search engine optimisation (SEO) is increasingly important for businesses, with more businesses than ever vying for the top spots online. Amongst all the marketing channels out there, from pay-per-click (PPC) to social media marketing, there are strengths and weaknesses to be found.
SEO though, is a longer term marketing strategy employed by businesses, brands and companies all over the world, aiming to rank for the highest spots on Google Search.
Within SEO there are various considerations in each case and unlike traditional marketing techniques and channels like billboard, radio and TV, there is no ‘template’ or ‘one size fits all’ approach when it comes to SEO. It is as much an art as a science. Crucial to understand is the differentiation between service-based SEO and e-commerce, or online retail.
Thus, there are some specific considerations for e-commerce, applying to an e-commerce online store selling anything from pet joint supplements (like Wuffes) to beds and furniture to health cleanses and much more besides.
Whilst some of these considerations are important for all other SEO, they are either unique to e-commerce or that extra bit more important.
Site Speed – Website speed is something that should be at the forefront of your mind with any website, covering anything. However, in the case of e-commerce, it is one of the most important considerations and one that you should account for early on.
If a user comes to a website that is slow, they are far more likely to leave and never come back. On the other hand, if the website in question is quick and responsive, a purchase and return visits and purchases are more likely to be made, due to a superior website user experience.
Simple, Clean Design – The aim of an e-commerce website is simple: get users in, make sales. If the design of a website trying to achieve this is over-complicated and too complex, users will lose track of what they are trying to do and will drop off the site. More concerningly, they will associate the website, company and brand with a confusing and difficult user experience, making them less likely to return.
With regards to SEO, a clean design means that various complications like cluttered website source code and excessively many large files, like images and iframes are removed from the equation, making for a much better user journey, something search engines look favourably upon.
Clear Product Descriptions – As an e-commerce website and thus, an online store, your products are everything and are at the heart and soul of your entire business model. If it is not made abundantly clear to users and prospective customers what a product is, the relevant information about it and any required and detailed information, users will not be inclined to purchase from your online store over a competitor’s.
SEO-wise, having clear product descriptions will help users that extra bit more, something Google make clear is a key ranking factor when ranking and placing websites online.