Your ecommerce website has the potential to generate incredible sales volume. The easier it is for potential customers to find your products through Google, the more your sales can climb. Here are tips to light up your products’ search visibility on Google.
Tell Your Customers Everything About Each Product
Search Engine Optimization is about content. E-Power Marketing is constantly recommending to our clients to provide more information. Pushback is common with the claim, “People don’t like to read.” More often than not, that is true. That being said, search engines need that content to determine what your website is about. The more content and information you provide, the more opportunity you have for increased search visibility. And what about the shopper who wants to know everything there is to know about your product? Don’t you want to make that shopper happy? If you do, you will not only make the careful shopper happy, you will make Google happy as well. While the buyer who just wants the topline still has that information.
Don’t worry if you have more content than what many shoppers may want to read. Those shoppers can stop reading at any point. One of the beauties of web pages is that you can say all there is about each product while satisfying the shopper who only wants the topline. The headline and opening of the product description can satisfy the shopper who only wants a summary. But use the capability of a web page to give thorough product information to those who want it. In the process, you will also boost that page’s search visibility due to Google’s algorithms. More copy will hold a visitor longer. Google measures how long someone stays on a website after clicking a search result. Give that visitor more to read, and that visitor will stay longer, which Google will reward with higher search visibility.
Don’t Use the Same Product Description Everyone Else Selling the Product Uses
Duplicate content about the same product on multiple websites will hurt search visibility for those web pages. Search engines can identify web pages with duplicate content in microseconds while publishing search results. These pages will likely be pushed back in search results because they lack unique content.
What can you do? Revise the content, especially the headline and opening paragraph. Add unique content. Add product reviews. Just make sure the content is not identical to other web pages about the same product.
Easy Search Engine Optimization
SEO is no longer about using a keyword X number of times in so many words. Today’s Search Engine Optimization best practices requires use of the relevant keywords in the content. Express those keywords fully. Don’t leave out or abbreviate keywords that describe the product. Don’t use industry jargon or technical details. Don’t overuse the keywords. Where you should use keywords are n the page title, the headline, body copy and links pointing to that page.
Give Your Customers More Than Product Descriptions
Buyers need to see your product, so images are a must.
Then go further and open up your product pages with customer reviews. Don’t worry about negative reviews. Consider them valuable feedback. Go ahead and respond to any complaints, just don’t become defensive. Respond as a manufacturer or retailer who wants to deliver the best products for your customers. Demonstrate your willingness to fix mistakes and address problems to build trust in your brand.
Is your Ecommerce Website Search Engine Friendly?
Many ecommerce websites are not search engine friendly. For instance, some ecommerce platforms may publish multiple URLs for each product that looks like “spam” to search engines. Usually the only way to fix this issue is to find a new ecommerce platform.
Unfortunately there are ecommerce platforms that are not search engine friendly that claim to be. Whether a website is search engine friendly or not is not easily diagnosed except by experts. If you are worried about the search friendliness of your website, please email me at larry@epower.com and we will perform a free analysis. Since E-Power Marketing does not build websites, we won’t recommend that you build a new website unless we believe you have no other choice if you want to achieve good organic search visibility.
Enjoy Google Love
Take advantage of the revenues that strong search visibility on Google will delivery. Strong content, customer interest to explore your site in-depth and search friendly design are critical to success on Google. Make the right adjustments to your website and watch your sales climb.
About the Author:
Larry Stopa established E-Power Marketing in 1998. He has followed the evolution of the web and search engines to guide businesses to best use constantly changing online marketing strategies.
Do you have a question or a situation about online marketing that you want to discuss? Email Larry Stopa at larry@epower.com.
