E-commerce has become frontier of international business today. In North America alone, about 8% of retail business transactions take place online with the figure expected to hit double digits by the end of the decade.
In an ever widening and crowding e-commerce space, there rises the challenge of directing your targeted potential clients to your platform. The answer lies in ensuring you come out on top of all searches on related products and services. Hence Search Engine Optimization (SEO) came forth to simplify this ranking.
Beneath the surface, SEO relies on a complex algorithm and strict guideline such as those on Google webmaster. Website developers need perform regular site maintenance schedules to conform to the algorithm while also reflecting new updates released by Google. By doing that, you are able to maintain or improve your search engine ranking and consequently direct the traffic to your site.
This complex algorithm incorporates over 200 factors. Ivan Konovalov, the Customer Success Manager of Semalt, categorizes it into three main subsets.
1. Technical Website Setup
A quintessential e-commerce website needs a seamless and user-friendly interface, which allows your potential customer to interact with all features and content. You cannot compromise on the quality of design or the quality of content. Make navigation easy with menu bars, write content in precise manner by using sales language and fewer words to provide product description and applying relevant keywords evenly across the entire website. By the time a client is logging off, they should leave with the best user experience of their life. Thus explains why most e-commerce websites engage the user input of focus groups before officially launching the site online. During this process, they weed out inconsistencies, improve on design, layout, content and overall navigation giving the final user complete e-commerce platform.
2. On-Page SEO Content Optimization
Optimization here refers to the details you used to explain what your website is all about. Here, you must use relevant and accurate keywords that reflect the product or service presented on the website as well as its data on ranking in search results that shows your position compared to competitors. You must appreciate the importance of keyword research and use it together with internal and external link building to give the site credibility and relevance. More importantly, make your website operational on both desktop computers and mobile platforms with acceptable loading speeds and high quality images.
3. Off-Page SEO Optimization
An e-commerce website platform must also have an SSL certificate to secure credit card information. This license enables you to process virtual payments with confidence, conveniently for your clients. Finally, your website must always have fresh and relevant SEO content so its active enough to be noticed by Google and other search engines. An inactive website no matter how good will slip down search result rankings for the lack of interest. Regular maintenance also means that the website reflects the true details of what you provide to your clients. Always engage web site users on feedback mechanisms to enable you improve user experience even more.