1. Conversion Tracking.
I’m talking about the E-Commerce conversion tracking in Google Analytics (Goal Conversions will do for a start). We want to know where every single penny came from and look for patterns. Don’
E-Commerce SEO Tips
t even start your SEO Campaign until you have conversion tracking set up, without it your playing pin the tail on the donkey.
2. Google Webmaster Tools.
Get an account and take time to learn about it. This is your direct line to Google and you’ll need to have a Google Webmaster Tools account to find out if you’ve had any warnings, penalties or Malware for instance. Not only this but there are settings in there that help Google understand where your site is targeting and how it should be indexed. This is crucial for any E-Commerce SEO Campaign.
3. Google Shopping
Get your XML feed straight into Google Shopping, you’ll get traffic pretty much off the bat, especially if your products are well priced. Yes from this summer you’ll need to pay for Google Shopping Product Listing Ads but it will be worth every penny..read point 4 for more.
4. Google AdWords
Yes, I know AdWords has nothing to do with SEO but thats why its a smart idea to use it. Do not be fully dependent on your Organic Search listings: get AdWords performing profitably and it will remain a source of profit – no matter what happens to your search rankings. We’re talking eggs and baskets people! Google Shopping, as it’s about to become a paid service in the UK falls under this point.
5. Do the Easy Stuff
Relevant Page Titles, URLs, H1 Tags, product, category listings. Make sure your site is not thin on content (Google Panda!) And if your product pages could do withs several images rather than just a solitary one then add some more. Put lots of juicy information in your product listings and make sure the visitors has everything they need to make a purchase. MAKE IT EASY!
6. Get A Blog and Frequently Use it.
Using your blog to get fresh new relevant content onto your site is win win… Google loves it and your rankings will increase because of it. We’ve done this to death on our own blog so start here and read, read and read!
7. Think Long Tail
We’ve done this to death too but I’m’ going to say it again. Long Tail Key phrases (those that are over 3 words long) are more specific and usually convert better. Getting regular content published on your blog for example, encourages Google to rank you for long tail keywords.
Do not obsess over a handful of vanity keywords you perceive will drive your sales. Yes, these will help but look at the bigger picture, what’s better: having 1 page one ranking that gets you 10 orders a day or 1000 page one rankings that get you 500 orders a day?
Stick it out and eventually you’ll get both.
8. Expectations
Positions in rankings are not necessarily an indicator of success, nor is number of visitors to your website. Sales are. You have conversion tracking set up so lets judge progress by the bottom line..your conversions & profit. It’s all that matters in the long run.
We want to see conversions coming from a wide range of search terms and sources, not all from one place – thats all of your eggs in one basket again.
Don’t expect miracles either, SEO is perpetual just like any marketing. Don’t think SEO is ever done, it isn’t, just like marketing in general is never done.
9. Test & Measure
Using Google Analytics (or other similar systems) will give you great data that will allow you to fine tune your website. Don’t change things based on what you like – you are not important. Make changes in a measured way based on the data you get from Analytics and make changes based on your visitors needs.
10. Reviews.
Get reviews, they are crucial to E-Commerce success. Once a client has placed an order ask them in your automated “Thank You” emails to leave you a review and rate their experience. Make sure you thank reviewers and address any issues they bring up.
And thats it, 10 pretty easy tips that will help you get your E-Commerce SEO working brilliantly. There’s plenty more you can do so I may follow this up later but these 10 points are a great way to get started.
