Some general SEO best practices apply to virtually all businesses. For example, because mobile browsing is now more common than desktop browsing, it’s important to format content so that it can be easily scanned on the screen of a relatively small device. Additionally, because most users will leave a site if a page takes more than three seconds to load on a mobile device, all businesses should ensure their sites perform well.
However, there are certain SEO best practices that may or may not apply depending on a business’s industry or niche. For example, if you run an eCommerce site, you should understand what makes SEO for eCommerce somewhat unique. Examples include the following:
Intent-Based Keywords
Your goal when developing an SEO strategy for an eCommerce site is to drive conversions. Thus, you need to research intent-based keywords.
Conducting keyword research is always a critical element of SEO. That said, the types of keywords you incorporate into your content should vary depending on your goals. When you incorporate keywords into content with the goal of making sales, your keywords should be the type someone looking to buy a product would use.
For example, maybe you’re selling musical instruments. A keyword like “red Fender Stratocaster” might be helpful because someone who uses those words in a search query is very possibly looking for a guitar to purchase. Of course, you’ll also want to use words that relate to commerce, such as “buy,” “on sale,” etc.
Mapping Site Architecture
Although mapping site architecture properly is wise regardless of your industry and goals, it’s particularly important in eCommerce.
To return to the above example, the following flow would not be ideal when selling guitars: Domain > Products > Guitars > Electric Guitars > Fender Electric Guitars > Fender Stratocasters > Red Fender Stratocaster
By the time you reach a page where you actually have a product to sell, its authority will have diluted. You want to guide a user naturally to your product pages without requiring too many steps or making pages so “deep” that they don’t rank high.
The Importance of the Right Words in Meta Descriptions
A meta description is a headline telling someone what they would find if they were to click on your link. Naturally, it should include the keywords your research tells you someone will use when searching for the types of products you sell.
That said, it’s also important to incorporate words that generate a response in readers. Examples include “new,” “announcing,” “sale,” “guarantee,” “free shipping,” etc.
The degree to which these words will generate interest among potential customers may depend on numerous factors. For example, the word “new” was shown to be particularly effective when Coca-Cola began selling New Coke. True, in the long run, customers decided they weren’t happy with New Coke, and wanted a return to the classic Coca-Cola, but at first, sales were high.
This was partially due to the fact that Coke was an established brand. Thus, the word “new” was effective because it told customers a brand they’d known for years was reinventing itself. If not many people were already familiar with Coke, the name New Coke may not have been as interesting.
These are just a few noteworthy ways SEO for eCommerce is somewhat unique. Keep these points in mind when developing your SEO strategy. Or, if you make the smart decision to partner with SEO specialists, search for those who have experience implementing eCommerce SEO plans.