Earlier we blogged about how to use snippets for your ecommerce based website, and we got a flood of responses. This week, we will delve further into how you can work with your ecommerce website to achieve higher rankings and sales.
On-page SEO is an important part of the strategy for ranking. Content that will help your consumer feel connected to your product is key in making a sale. Keep in mind that it isn’t just the content on your page that is important. It’s a mix of content and presentation. Your website functions like a brochure for your products, and if that brochure doesn’t catch the consumer’s eye, sales are going to be that much tougher to drive.
Tuning Your Product Portrayal
The first step is to take a look at your website’s listing on Google by typing in site:domain.com, where domain.com is your domain name. This will show the default pages that Google has stored for you. You need to decide whether that description is acceptable or you need to edit it by adding a meta description tag to your pages. If your site is a few thousand products wide, it will take some time. However, the investment is worthwhile. And you should get started now!
Next, take a look at the way you’ve presented your product. If you haven’t offered at least a few paragraphs about why your product is interesting to your buyer, you’re missing out. Even websites selling showers offer more than just technical information.
Also, make sure you have a few high-resolution photos of your product so the end user knows what they are going to get. A great way to set yourself apart from the competition is to create a video for your product. It doesn’t need to be very long, just 20 to 30 seconds focusing on how the product functions and its selling points.
Market Terminology and Tone
Keep the end user who will be buying your product in mind, and think the way they would. Ensure that you have a description they would understand and relate to. Think of the words your customer would use to search for the product. They can be general to start with to generate traffic for long tail terms. Then you can add more specific terms like model number or other specifics in the text for someone who is looking for details.
Don’t Duplicate Content
Most manufacturers will provide a default description for their products. If you’re just going to copy and paste that text, you’re not getting very far. A lot of other websites have probably already done the same, plus there’s a chance you’ll get a negative ranking because you’re duplicating content. So stay away from those default descriptions.
Real Benefits vs. Feature Lists
Be creative about how the product you are selling will help solve a pain point that a customer may have instead of listing a set of product features. Most users are not expert enough to understand the technicalities of the products they are buying and are looking for general information on how they will benefit.
At the end of the day, you want to make sure that your descriptions are doing more than just the task of ensuring that your customer buys the product. You also want to rank your page for relevant search terms. The key, as we’ve said before, is using terms that you feel people would actually use for the product. Over time, you will see multiple phrases from your search history that are being used to find your website. Based on those terms, you can edit your product descriptions to maximize your SEO potential as well.
Test and Tweak
Finally, test and tweak your pages to the best of your ability. Google allows you to A/B test pages via their Analytics product. You can use other methods such as Multivariate and Taguchi tests as well. However, a simple split test is a great start to see what converts best for you.