The eCommerce industry is going through a stage where more entrepreneurs are looking to capitalize on the massive demand. So, it would help if you had a reliable marketing strategy for higher organic traffic. Most businesses leverage Search Engine Optimization (SEO) for enhanced traffic and higher rankings. However, SEO is not that easy to optimize and needs strategic efforts.
According to SEMrush, 37.5% of all traffic comes directly from search engines, and that is why you need to have reliable eCommerce SEO strategies. However, more than the paid traffic, organic traffic can be more fruitful for your eCommerce business.
All types of traffic are welcome, whether from paid marketing or organic approach, but when customers organically come to your business, the chance of making a purchase increases. Here we will discuss some of the ethical ways to improve the organic traffic for eCommerce business.
#1. Target Audience
The first step towards organic traffic is to understand the audience. What is your target audience, and how you can reach them are essential questions to ask. For example, if you are a niche eCommerce business, your target audience will have specific characteristics, demographics, age, and even gender-based attributes. A fashion brand for women’s apparel will need eCommerce SEO strategies to target a specific section of the audience.
Similarly, you can define your target audience based on several parameters like,
- Geographic location
- Age group
- Purchasing power
Once your target audience is defined, the next best eCommerce SEO tip will be to identify keywords to rank.
#2. Keywords Analysis
Keywords are those specific key phrases that users search on the search engines for relative information on products and services. So, if you are an eCommerce business, keyword analysis will help you understand the key phrases you rank and others you are missing out on.
Here, the key is to place the right keyword organically. Unfortunately, many eCommerce companies stuff keywords to rank higher but ranking for non-relevant keyphrases does not offer better results. So, the best eCommerce SEO tip will be to place them organically in your content rather than forceful placements of the keywords.
There are some tools that you can use to have comprehensive keyword analysis for your eCommerce website like,
- Google Keywords Planner
Next, you need to analyze how your eCommerce website performs. Such analysis will help you understand different aspects like loading speeds, responsiveness, and feature performance. This is essential for organic traffic as your content and marketing campaigns will bring customer to the website, but they will abandon it without a high-performing site.
#3. Website Performance
When it comes to optimization of eCommerce SEO, web performance is quintessential. For example, a study for mobile page speed by Google indicated that a delay of one second could increase bounce rates.
The study found that if your eCommerce website has a loading speed lagging by a second to 3 seconds, the increase in bounce rates is 32%. While if your website has a loading speed that delays for 10 seconds, the bounce rates increase to an astounding 123%.
Bounce rates are a measurement of the customers that abandon your eCommerce website without taking actions like making a purchase, downloading your content, or taking a subscription. So, higher page loading speeds are important to improve sales and revenue for any eCommerce business.
Website performance also includes checking on the safety of data that your eCommerce platform stores from customers. For example, customers may save their financial data on your platform for transactions. So, you need to ensure that your eCommerce website is safe for users from any cyber-attacks.
#4. Secure Experience
Whether you are looking to gain trust from your customers or even enhance the eCommerce SEO, security is important. Search engines like Google have specific guidelines for safe browsing and HTTPS-based security of eCommerce websites.
HTTPS is a practice of implementing the HTTP logic for your websites so that the data exchange between browsers and customers remains anonymous. For this, you will need an SSL certificate which will employ an encryption algorithm to keep the data hidden from hackers.
However, you may need one SSL certificate for different subdomains, so using a wildcard SSL certificate will be the best practice. It will help you secure multiple level one sub-domains for your eCommerce website. You will also need a reliable authentication system to validate users before accessing essential data on the eCommerce platforms.
Another aspect of the eCommerce experience is the user interface of your website. Many times businesses tend to complicate interfaces to build feature-rich websites when what they need is simplicity.
#5. UI/UX Strategy
When it comes to the best eCommerce SEO tip, UI/UX strategies are quite important. Especially for marketplace businesses that cater to many product categories, web design ensures that customers can easily find the products. How will this affect your organic traffic?
Customers who have a positive experience using your eCommerce platform will recommend it to their friends and family, bringing more organic traffic. To help these customers share the same with other customers, add feedback and review sections that can be easily shared on social media.
However, one essential aspect of eCommerce SEO is the localization of marketing strategy.
#6. Local SEO
Local SEO is a broader term and encapsulates several aspects of ranking among other competitors on the local business listings. Search engines like Google offer local listing for different regions to customers, and this is a great way to generate organic traffic.
So, it would be best if you optimized local SEO through,
- Updating the address, name, and location address in the listing to make it accurat
- Ensure that the contact number mention in the listing is answerable
- Update your Google business profile to leverage more insights into the local listing and your performance.
Generating organic traffic through eCommerce SEO is easy if you have the right strategies in place. However, you will need analysis of several critical aspects like website performance, the keyword on which you want to rank, the user experience, local listing, etc. The key is to have a reliable plan for improving the organic traffic, or every effort will not yield results for your eCommerce business.
Riya Sander is a Digital Strategist, having 5+ years of experience in the field of Internet Marketing. She is a social media geek, a complete foodie and enjoys trying varied cuisines. A perfect day for her consists of reading her favorite author with a hot cuppa coffee.