By Sebastian Carlström on 6/9/20 10:55 AM

    Highlight your e-commerce with the help of SEO

    Almost every informed Indian buyer depends on Google / search engines as a fairly or very important source before e-commerce purchases. Thus, we can conclude that search engine optimization (SEO) is one of the most important tools for eCommerce business owners.

    SEO is surrounded by technical jargon and industry lingo and can thus be perceived as complicated and difficult - especially for beginners. However, the following 5 tips below are relatively simple and thus suitable for most people.

    Initially, it is important to note that SEO is a long-term process - if you want fast results then we recommend from search engine advertising (SEA) such as Google Ads . However, we believe that Google is such an important channel that search optimization should be seen as the new standard.

    1. Connect the right tools
    Two essential free tools are Google Analytics and Google Search Console . The former is an analysis tool that collects, for example. acquisition, target group and conversion data from your e-commerce. Analytics is relatively easy to navigate and it's easy to learn the basics. The latter is a tool that lets you understand how your e-commerce is performing on Google and which offers you several opportunities to improve your search position. 

    2. Keyword analysis
    We also need to know which keywords are right for our online store. Ex. what keywords do our customers use? Let's say we sell sneakers. Through tools like Keyword Tool , Ubersuggest and the keyword planner in Google Ads, we realize that the keyword "sneakers" has a large search volume. We also need to determine which keywords match our products. Do we sell items? white sneakers or sneakers for women we can find an adequate search volume. However, a keyword analysis should also affect whether we have a real chance of achieving a good position on Google with our selected keywords. The search term (i.e. the user's exact word) "sneakers" certainly has a respectable search volume, but competition for the keyword is probably too difficult for most people. However, if we sell "white sneakers for women" then we still have a considerable increase in search volume but with lower competition. Thinking one step further and using a so-called long-tail “think” is often a good starting point - and something that many miss!

    Another thing that many people miss in their keyword analysis is to determine not only a primary keyword - the one we want to get a top position on - but also secondary keywords and synonyms. These search terms are very important as they, in addition to attracting long-tail traffic, also help to give your site expertise and authority - which Google's algorithms attach great importance to!

    3. Basic Text Optimization
    Once we have selected relevant and realistic keywords, we need to apply the keywords to our site so that the search engine algorithms link the keyword with our particular page.

    Writing SEO-adapted texts is an art form… but often you come a long way if you follow these basic instructions:

    • Select a primary keyword / page.
    • Each page / product text should be at least 200 words long.
    • Your primary keyword should be included in the page title (preferably ≤50 characters), in the main heading (H1) and in the opening part of the text. Also repeat the primary keyword in the running text but in moderation - approx. 2-4 times on a 200-word page. In particular, product texts can be a challenge, but here our secondary keywords and synonyms come in handy.
    • Remember to write sales! The primary purpose of your text is to drive conversions.
    • Also optimize the meta description - the small piece of text that appears under the heading of the search result. A meta description should be selling, containing your primary keyword and preferably a secondary one too - the search term that your potential customer used is bolded in the search result, which improves clickthrough rate (CTR) - and no longer than 156 characters. Finally, each page should have a unique meta description. 

    4. Sitemap indexing
    A sitemap is a file that helps search engines like Google crawl (index) your page. The file contains information about available pages, images, etc.

    Often, Google indexes at least part of your page even without a sitemap, but it is a very good tool if you have a relatively large site (about ≥500 pages), if the site is new, or if your internal link structure is not well supported. Our experience is that all pages serve on a sitemap, which is also easily and easily uploaded in Google Search Console.

    5. Google Ads to generate keywords that convert
    It may surprise some but Google Ads is an excellent SEO tool!

    A well-founded keyword analysis gives a qualified guess as to which keywords are converting - but since SEO is a long-term process, Google Ads can provide quick answers to what is really performing in practice. If Google Analytics is properly enabled, we can track the results (e.g. sales) on the site and thus test keywords. Ex. by measuring the search terms CTR, evaluating how visitors who came to the site through different keywords act and which inputs lead to conversions.

    In addition, there are clear synergies between SEO and SEA - so our final tip is therefore to combine both for an effective whole!

    Hope this guide helped! We tirelessly make efforts to make your eCommerce journey easier. If you are not selling online, try our free trial and see if our easy to use platform fits your need. Click here to get your free trial now.

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    Headings: Marketing, Tips