Position, position, position. Well, only if we constantly measure whether that position is working for us as we want, of course. In the previous post we gave you 7 tips to get a good position in your search results for your online store, but as this is an issue that requires a lot of thought, we wanted to complete the advice with a second post and 7 more tips.
1. Optimize Product Sheet titles
When you sell products from known brands that can be found in other e-commerce sites, it is difficult to find original titles and not enter into conflict with other sites. You know that duplication of texts is something that search engines penalize, so you have to get as far as possible, your titles must be different.
One way to differentiate your products might be to use the words that users search for when they to refer to the product that you sell. This tactic will also offer good results because the users will find you more easily.
In addition to the chosen words, you can also take into account the structure of the title. One that usually works is Brand – Model – Type.
Canon – EOS 100D – Digital SLR Camera
Apple – iPhone5 – Smartphone Free iOS (screen 4 ”, 8MP camera, 32GB, Dual-Core 1.3 GHz, 1GB RAM) white
If you have a PIM (Product Information Management) platform, once the work is done you don’t have to replicate it in all the online channels where you have a presence, since this platform for Product Information Management helps you update everything at once, from your online shop to the marketplace, and even to your own catalogue.
If you don’t want to replicate exactly the same headlines, in order to avoid such duplication so disliked by Google, from your own management platform you can also make the appropriate qualifications in all sales channels, without having to go from here to there.
Having an ideal online presence isn’t impossible when you also count on a good management of your resources and time.
2. Don’t delete the pages of obsolete products
When a product isn’t for sale anymore, don’t remove the page that it showed on. This page has been positioning itself for a period of time and if you delete it’ll be throwing away all previous efforts. It can also happen that someone has that page added to their favourites, and when they want to return to it, all they can find is an error message.
Our recommendation is that instead of removing the page, use a 301 redirect to another product, which may be the new model of the discontinued product or a similar product to the one that existed at the time. If this isn’t the case, the redirect can go to the home page or to the section that shows this type of products, in case the user wants to explore new options.
3. Much anticipated products that aren’t yet in stock
For marketing purposes, some brands advertise the arrival to the market of their products well before they reach the point of sale (physical or virtual). This motivates some people who are willing to buy them and search in heaven and earth to find them. Why not take advantage of the situation?
It’s true, you don’t have the product yet, but if you can create its product data sheet, reporting the date when it will be released and even incorporating a waiting list where people can go subscribing, you can alert them when the product finally arrives and is available for sale. Thus, we use the traffic generated by these premature customers and we can achieve the sale when we finally have the product available. Otherwise, the client will go to another page to continue searching, and retrieving that visit may be impossible.
4. Use the power of social networks
If in the previous post about SEO, we talked about the strength the reviews have, the opinions that users release through social networks are no less important.
Instagram, Facebook, Twitter, Pinterest, Google+1 + … all these social tools will also help streamline your product pages and it will be the users themselves who will selflessly contribute to generate content.
You can also encourage your customers to promote your product across social networks. For example, offering a discount on their next purchase if they share a picture using the product purchased from your online store, obviously referring to your site or using its own hashtag, so that the picture isn’t lost in cyberspace, other users will easily find the relationship between that image and your online portal.
5. Don’t make it easy to Google at the expense of complicating your internal search engine
The obsession we have with being easy to find by Google must be at the same level with the interest we put in the internal search engine. The role of these search engines is vital, so don’t underestimate it.
In addition to helping your users find the right products, you can get a lot out of these searches, for example, you can see which terms they use to find specific products, which will offer you a wealth of new keywords.
You can also detect what are the things that people look for more and use that information to put these products on most striking places of your page, such as the home page or in a section of ‘Featured Products’.
6. Optimize your online store for mobile devices
Traffic from mobile devices is growing; it’s something we can’t ignore, so optimizing your online store for this type of support is a priority.
If you do all that we’ve proposed to improve the SEO of your e-commerce, surely they’ll find you! But if the user navigates from a mobile device and your website isn’t ready for this technology, the user will not feel comfortable and possibly will end up feeling unsure of the transaction, and finally leaving.
7. Don’t relax – with the SEO, it’s not worth relaxing
That’s how it is. What is a done deal today, within weeks or months may not be the case anymore. Trends change, and what worked at a given time, or thought it could work, may no longer be that useful.
Periodically check through Google Analytics how the visits to your e-commerce site are doing. Analyze their behaviour, for example, from where come from (search engines, social networks, adwords campaigns …) and how they behave: if they find what they want, how they move through the pages, the ratio of dropouts … Once you’ve got the data, try to analyze the reasons that led them to buy or not and do amend or reinforce the different situations.
And above all, don’t forget the rule number one. Not everything has to revolve around SEO, because who you really want to reach are the people. The site usability must be one of your priorities, so that the user feels comfortable, and above all safe, when making purchases on your e-commerce site. This will be the main guarantee in order to generate a network of loyal customers, and that fidelity is what Google really likes.
Any questions? Any comments? Any tips that you want to share? We invite you to express yourself in our comment form.