Maybe you’ve dabbled in search engine optimization (SEO) basics for your meme cat blog. Maybe you didn’t even know what SEO stood for until you read that last sentence. No matter where you stand on the SEO knowledge spectrum, if you own or manage an Ecommerce site, it’s time to start taking SEO (and maybe LSEO) seriously. And for the record, LSEO is localized search engine optimization for businesses with a geographic focus.
Whether your eCommerce site is solely online or you also have a brick and mortar operation to go along with it, it’s pretty easy to see where you rank in this popularity contest. Where is your website and complementary blog, social media presence, etc. when someone Googles your key words? For example, if you’re a printing shop in Providence, Rhode Island and someone Googles “Providence printing shops,” are you in the first three results—or are you buried on page three?
Get Click Happy
Studies show that most people don’t look beyond page one of search results—actually, most people don’t look beyond the first three to five results. After all, people don’t have much patience and they want instant gratification. If your customers aren’t seeing you at the top of search results, they’re not finding you, they’re not clicking on you and they’re not buying from you. You’re missing out on sales you didn’t even know about just because your SEO isn’t up to snuff.
It all begins with research and knowing what your keywords really are and who your competitors are (as well as what they’re doing better than you). If you target the wrong keywords, your campaign is a bust. You’ll get low traffic and a subpar conversion rate. By the way, keywords are simply those words and phrases customers enter into Google or Yahoo to look for products, services, or a great place to have lunch.
Another gold nugget is that searchers are highly influenced by customer reviews on Google and other pages such as Insider Pages and Yelp. So if your business in not in the top three to five results, it better at least have some legitimate client reviews (Google DOES know the difference) from happy customers. And if you are in that top tier, reviews are more likely to convert a window shopper into a valued new customer. Reviews are particularly important for those competitive Ecommerce markets.
Most DIY websites have at least a sprinkling of SEO faux pas, such as poor site architecture, SEO black hat tricks or even slow website speed which results in visitors back clicking out of frustration. Maybe your internal linking could use a boost, or your website designer didn’t consider responsive design (how your site looks on mobile platforms) and it’s a big mess.
Maybe social media integration is lackluster or your image alt tags don't consider SEO best practices. There’s room for improvement everywhere, even in the meta tags. When it comes to “taking care of business”…are you? The business of SEO can drastically boost your business.