Effective White Hat eCommerce SEO Techniques

SEO may be an ever-changing landscape, but certain constants remain. Knowing how to put the right techniques into play may determine how well your eCommerce website performs against your competitors in the search results.

No matter how long your online store has been around, it’s always worth implementing rock-solid white hat eCommerce SEO techniques. So much has changed when it comes to search engine optimization but the foundation remains the same: intuitive site structure, informative content, and the necessity for detailed keyword research, for instance.

Why is getting to the top spots in Google so important even after all this time? Well, most sources indicate that the top position in the SERPs (Search Engine Results Pages) still nets roughly 30% of the traffic. The top 3 spots absorb well over half of all of the traffic, which shows you the value of these spots from a digital marketing perspective.

If you want your online business to succeed, it’s obvious that you need to pay attention to your SEO and utilize the right strategies that will actually produce powerful results. Ideally, you want to land on the first page of Google for multiple keywords, and over time, you want to snag some of those topmost positions. This is where the real money is.

Importance of white hat seo

As you have traversed the Web in search of SEO tips and tricks, you likely have encountered the terms “black hat” and “white hat” before, and would like a little more clarification as to what these terms mean and how they apply to eCommerce. This guide will help clear the air a little so you can form a laser-focused strategy built on the best Google-approved techniques.

What is White Hat SEO and Why is it so Important?

White hat SEO is much more than a buzzword, it encompasses everything that Google considers a safe and legit way to improve your website and climb the SERPs. It’s important to make this distinction because there are certainly techniques out there that can land you in hot water with Google and that can even get your entire website penalized.

What are some examples of white hat SEO techniques?

  • Creating engaging content that informs your readers and helps them find what they are looking for.
  • Writing detailed product descriptions that contain important keywords.
  • Making sure all of your images have proper alt-tags.
  • Building a fluid website that works great on mobile devices.
  • Compressing your images so that your website loads faster.

Sound somewhat vanilla? That’s because real search engine optimization isn’t fancy or sensational. It requires a great deal of research and a keen awareness of SEO best practices and what users expect out of an online shopping experience. Optimizing your website is akin to making your brick and mortar store attractive, walkable, and functional.

On the other hand, you might think of black hat SEO tactics as anything that tries to game the system. Unnatural techniques such as building another website just to provide yourself with a backlink would be considered a shady trick in Google’s eyes. The question is, why?

Whenever you want some insight into the method behind the madness as it pertains to SEO, all you have to do is put yourself in Google’s shoes and think of things from their perspective. Their end goal is to provide their users with an optimal experience. This means helping them to find quality products and reliable answers to their most pressing questions.

A forced unnatural backlink tells Google that there is not actually value here. It’s something of low or zero value passing nothing of merit onto another website. This does nothing for the user in Google’s eyes, and therefore should be penalized. There are a variety of different so-called black hat techniques that are best to steer clear from, because while some do still get results, you are always playing with fire. There’s also the fact that it’s obvious, as Google continues to improve upon its algorithm, that it wants to make all forms of artificial optimization obsolete.

Bottom line: if it doesn’t benefit the user, forget about it.

Online Stores Need eCommerce SEO

If you manage an online store, having the right optimization strategy in place is essential, because no matter how good your products are, you still need to have a reliable means of getting traffic. Even if you are running ads or have a great social media presence, these forms of digital marketing can rarely compete with the ROI and value of organic traffic.

To get the best possible results, you will need to focus on the eCommerce aspect of your business. Ordinary SEO techniques, while still valid, aren’t going to quite get you the ideal outcome here, because blogs and service industry websites speak to a different audience.

The goal for any online store is to sell products, and that means you have to make the appropriate on-site changes and cater your keyword research accordingly. The following white hat SEO techniques will help you create a more balanced and results-driven marketing strategy that will improve the eCommerce experience for your shoppers.

White Hat SEO Techniques for eCommerce Stores

Getting more organic traffic requires a sound eCommerce SEO strategy that uses white hat principles and takes the user into account at all times. We’ve highlighted some of the most important techniques you can use to increase the performance and rankings of your website.

It’s worth noting that if you want to truly take care of your SEO, all of these techniques should be tied to a comprehensive and data-orientated digital marketing strategy. You don’t want to cherry-pick through this list or make one or two corrections a week and rest on your laurels. The time and energy you put into your optimizations will be reflected in the results you get.

Keyword research for eCommerce
Just because a keyword like “mango butter” is product-oriented doesn’t mean all of its variations are. It’s up to you to find useful long-tail keywords that match the search intent of the page you are creating content for.

Product-Focused Keyword Research

The first white hat SEO tactic that you want to consider for your online store is to step up your keyword research game. If you are familiar with the basics of keyword research, this alone may not be enough.

For eCommerce, you have to take two major points into consideration. That is, search intent and long-tail opportunities. Not every keyword that has to do with your product may apply to your website. For instance, a specific keyword may be better suited for a review or a process article, and you are trying to include it on a product page.

These kinds of keyword conflicts don’t please Google. Remember, when you are fleshing out your content, you have to consider the user at all times and think about their searching behavior. Someone searching for how to repair a certain shoe doesn’t want to land on a product page, and someone who wants to buy a shoe doesn’t want to read a lengthy article on how to repair a sole. While the keywords involved may be nearly identical, they could potentially have dramatically different intentions behind them.

In eCommerce, this is all the more pronounced, because users who are in the process of shopping know exactly what they are looking for. If they don’t see a product description or an Add to Cart button, they won’t stick around for very long. Likewise, if you are constructing an informative blog but it is crammed with product-specific keywords, Google may consider this spam and so will your users.

One of the best things you can do for your website is to invest more time into your keyword research and lock onto those opportunities. Don’t be afraid to optimize one of your product or category pages for a really low volume keyword. As long as it’s getting some attention and the page is properly optimized, this is almost guaranteed to bring in more traffic than a page that tries to target a broad keyword.

Remember, unless you are an already well-established brand, there’s a good chance that your website won’t have the domain authority needed in order to target basic keyword combinations.

Optimize Your Website For the User

All of the changes that you make to your online store should be for the benefit of the user. Think about what would make it easier for your users to navigate your store and find what they are looking for. Is your site intuitive and fast? Does it offer the right kinds of checkout options? Is the homepage cluttered or does it do a good job of representing your brand and displaying your most important products?

The more user-centric you get with your website, the more value you will be providing. Ultimately, this is what Google is looking for.

On-Page SEO Enhancements Every Store Needs

As far as white hat SEO goes, you want to target on-page improvements wherever possible. This includes basic site components such as navigation, title tags, alt tags, mobile functionality, and the overall usability of your website. Here are some of the main on-page SEO elements you need to focus on:

  • The overall site structure and navigation. Do the categories and breadcrumbs make sense? Is everything in the navigation relevant? Are there any blank category pages or dead links? The bones of your website should make sense and provide value, otherwise you will have a steep uphill climb when it comes to ranking well.
  • Basic functionality. How easy is it to perform basic actions on your website? Is the checkout process slow and clunky or is it streamlined and modern? Make sure your text is easy to read, that linked elements aren’t too close together, and that all of the buttons and links work properly.
  • Your mobile site has to be optimized as well. These days, shoppers are making their purchases right from their phones, so unless you want to lose out on customers, this has to be properly addressed.
  • Social proof and brand culture. Shoppers want to know that they are making their purchases at a real place. Make sure you have an informative About Us page and that you go out of your way to highlight your audience throughout your website. Whether this means prominent links to your social media accounts, an embedded Instagram feed, or statistics from your email list, you want to make sure you are sending the signal loud and clear to your users (and Google) that you are a legitimate business.
  • Site speed is another important area you have to work on. While some eCommerce platforms aren’t exactly optimized for the utmost speed, sometimes you have to take matters into your own hands. Make sure all of your pages aren’t cluttered with useless images or videos, and limit your use of plugins and 3rd party software. Also, be sure to compress your images. While you don’t want them to be grainy, you don’t want your site to take forever to load, either.

Think About Your Internal Linking Gameplan

You should pay extra close attention to the way your internal links are built. Your strategy here should be to provide value to your users by linking to appropriate content throughout your website. Whether this means linking from a product description to one of your blogs that explains how to use a product, or if it entails linking to one of your products from a specific blog post, including these links can enhance the overall user experience of your website, which is the key here. It also helps Google to crawl your website and make sense of it.

Add Customer Reviews For Brand Authority

Everyone loves to see reviews, because they are small and easy to read and can reveal a lot about a company or a product in a short span of time. If you have any reviews, you should be including them prominently on your website. This includes Facebook reviews, Amazon reviews, Google reviews, or anything else that you might think your users would want to see.

Social proof like this is not only great for users, but helps Google connect the dots when it comes to vetting your website. It is also one of the ultimate white hat eCommerce SEO techniques, because nothing says quality online than legitimate reviews and testimonials.

Blogging For Your Users

The last white hat technique you want to tackle is blogging. Even if you are strictly eCommerce, you still need a blog. A high-quality blog is important for a multitude of reasons, including connecting with your audience, providing supplemental information on your website, and also allowing you to expand your reach online by targeting additional keywords.

For example, there are many kinds of keywords that wouldn’t make sense to target in product descriptions or on your homepage, but would fit perfectly in a blog article. Blogs can also function as sales pages that push people to your products or offers. They can also be used to keep your audience abreast of current events in your company or to announce deals.

What’s Next For Your White Hat SEO Strategy?

Now that you have a better idea of what constitutes white hat techniques and how they apply to eCommerce, you might be somewhat overwhelmed. There’s no question that SEO can be incredibly complicated at times and unless you are taking the right approach and building a solid strategy, it’s easy to get lost, even if you are focusing strictly on best practices.

If you think your digital marketing strategy could use professional touch, it’s time to jump onto a call with one of our eCommerce experts. Genius eCommerce® is a marketing agency that strictly works with online stores to help them improve their organic traffic through powerful SEO campaigns that take all of the best white practices into account. No matter what niche you are in or how big your store is, our team can help.

Professional SEO Services That Will Boost Your Traffic

Organic traffic is without a doubt one of the most important elements to running a successful business online, but it rarely comes easy. You need a well thought out marketing strategy in place in order to have a chance at reaching those coveted page one rankings.

There are several key benefits to professional SEO services, such as:

  • Higher volume of qualified traffic
  • Improved brand authority
  • More insight into user behavior
  • Website enhancements for user experience
  • Fresh content for your blog
  • Powerful backlinks
  • Greater trust factor in your products

SEO for eCommerce is simply a smart decision from a growth standpoint. If you want to please the search engines, connect better with your users, and get your products in front of more eyes online, there is simply no better way of going about doing so.

The following guide will take an in-depth look at the importance of investing in SEO if you are operating an online store, and what you can actually expect to gain from a proper-managed campaign that hits all the right notes.

The Importance of SEO Services For eCommerce

The world of eCommerce is rapidly changing and is seeing massive growth. In the wake of recent events, with more people shopping online than ever before, you need to do everything in your power to keep your business relevant and optimized.

Benefits of SEO
One of the key benefits of SEO is helping your target audience find exactly what they need. By making the right optimizations, your customers can dig through all the fluff online and find what they are looking for on your website, whether it’s a product or a bit of information.

Online shoppers can sniff out poorly-made websites from a mile away, and so can Google. Expectations are higher than ever and Google is only concerned with providing the best possible experience for its users. If your website is slow, unoptimized, has confusing navigation, thin content, and weak product descriptions, there’s a very good chance that you will never see page one no matter how old your website is.

In fact, these days, domain age is hardly even a ranking factor anymore. Google is much more concerned with how your website actually performs and whether or not it is actually helping users find what they are looking for and if your content answers their questions. Even if you have a fairly popular product, the question is, how are you going to compete against other companies that sell the same product or something similar with keywords that they are already ranking for?

You might even be inclined to try and take SEO into your own hands and perform some of these tweaks yourself. Maybe you even have a blog going and you know a few of the keywords you need to target, and even understand a little bit about how to implement them on your web pages.

The truth is however that eCommerce SEO is far more complex than this, and requires not only a great degree of technical skill, but also years of experience with actually running campaigns and getting results. Search engine optimization is not simply about adding a few keywords to your blogs or changing a few meta titles and alt tags. These tiny changes help, but SEO is both a progressive and comprehensive undertaking.

Progressive in the sense that SEO must be continuously addressed over the course of several months and years in order to see actionable results, and comprehensive because the actual tasks involved to run an SEO campaign are numerous to say the least.

Here is just an example of the different kind of actions a Professional SEO company will perform for you during the course of a campaign:

  • Meticulous keyword research spanning multiple weeks
  • Competitor analysis using proprietary tools and third-party software
  • Comprehensive audit for your entire website
  • Product and category page content enhancement
  • Meta title updates based on chosen keywords
  • Long and engaging blog posts
  • 301 redirects
  • Disavowing spam links to your domain
  • Catching and fixing broken links
  • Local listing and third party website backlinks
  • Offsite blog content generation

There’s no feasible way you can take all of this into your own hands even if you had a ton of free time to yourself. This is because an SEO agency utilizes the knowledge and skills of multiple experts across diverse fields of expertise, including content writing, technical SEO, digital marketing, and project management. No matter how large your business is and how many employees you have on hand to help with your digital marketing efforts, you still won’t be able to mirror or even come close to the kind of quality you could potentially receive through a true professional SEO agency.

Yet, going without these services could spell trouble for your business. It’s clear that the competition is only going to become increasingly crowded, and Google’s requirements for ranking well will only become more stringent over time, as has been the case for the last decade. If everything in eCommerce continues to trend in the same direction, you are going to need to take action simply to remain at the level you are currently at, let alone make progress and grow as a business.

What’s also critical to note here is that you can’t replace great organic traffic. While you can invest in PPC and other forms of advertising, having that steady stream of users find your website naturally through high rankings in Google should be your ultimate goal. This kind of traffic is already warm to the prospect of purchasing something or looking for an answer to their questions.

The opposite is true when it comes to running ads, as you are essentially trying to warm someone who is cold. Organic traffic has an incredible rate of conversion in most industries because if a user finds what they are looking for on your website, after having specifically searched for the item on Google, there is a high likelihood that they will go forward with the purchase right away.

You also have to factor in brand authority. Anyone can start up a Facebook page and run ads for products on a brand new website. Most users are savvy enough to know this, so unless the ad is extremely well done and targeted just right, most users won’t even bother clicking on it. However, if your website or product appears in one of the top spots in Google, this automatically tells the user that at the very least, you are a reputable brand. Even if you don’t have exactly what the user is looking for at first glance, they might just click on your website anyway to judge prices or get more information.

Seeing the value in this is important, and is why SEO is so valued as a service for eCommerce businesses. If your products are appearing high in Google searches, you will obtain a steady stream of traffic that is already warm to the prospect of buying from you. There’s nothing else quite like it in the history of marketing, and regardless of how many other digital marketing channels there are, it’s likely that the value of SEO will only increase over time, not decrease.

There are numerous ways you can market your online store in order to get traffic. Email outreach is big for certain niches, and social media marketing is only getting bigger as well, just to toss up a couple of examples. You have to weigh several factors when deciding which marketing channel to invest in however. Email outreach is only as effective as your list building skills are, and if you aren’t getting a lot of traffic as it is, it’s unlikely you are getting enough subscribers to your list to make this a viable option for complete business sustainability. Likewise, to build a strong and profitable following on social media, you need a massive time investment and even then, the ROI isn’t nearly as great as it is through traffic that is acquired organically.

The main reason for this is because unlike most other channels of marketing, SEO is one of the rare cases where a customer will actually seek you out instead of the other way around. What’s more, they don’t even have to have your business in mind specifically in order for you to get them into your store. By properly optimizing your website with SEO, you are merely providing the conditions for Google to help connect its users to your products and services. They already know what they want, whether it’s a specific product or an answer to a problem, and if Google thinks your website provides the right solution, the connection is made and the user will click on your website with the intent to buy. While this is the ideal scenario and doesn’t represent every user that searches for the keywords you are targeting, you can get the gist of the kind of conversion rate that this kind of marketing can provide for you. As far as ROI is concerned, there’s nothing else like it.

What Can You Expect From a Professional SEO Campaign

If you are interested in professional SEO services for your eCommerce store, you will want to set realistic goals and expectations. When you optimize your website for search engines, you are essentially building a foundation for your business over the span of several weeks and months. If you are expecting quick results or instant increases in impressions or conversions, you are already going in with the wrong mindset.

SEO strategy
A well-implemented SEO strategy will help build trust for your business.

Remember what Google is looking for: authority and trust. If you could magically build this overnight, everyone would be doing it and the top spots in Google would rapidly fluctuate. SEO doesn’t work that way, and you shouldn’t expect it to. You nab those top spots in the SERPs by laying the groundwork with a comprehensive SEO strategy that covers everything from aggressive keyword research to crafting high-quality blogs for your users to learn from and get a sense of your brand’s message.

A well-ran SEO campaign will include regular updates on the progress of changes being made to your website as well as complete transparency. This is important, and one of the factors that separate an amateur agency from a professional one. SEO requires numerous technical tweaks, content adjustments, backlink building, and blog writing in order for everything to all come together. If you as the store owner aren’t being constantly made aware of these changes, who knows what’s even being done. Not only should you expect transparent communication but ongoing and in-depth reporting regarding improvements in rankings, new keyword opportunities, how you are faring against your competitors, and the overall health of your website in general.

SEO is a fluid, constantly changing arena that you have to keep after in order to see success. The results you get out of an ongoing and properly managed campaign however are well worth the time and money spent, because you are constructing the foundation of your brand and digital presence for years to come. This is pure value that other forms of digital marketing simply can’t replicate.

Selecting an Agency That Knows eCommerce

For the best results possible, you need a team of SEO specialists that actually know how to rank online stores, even in the most competitive industries. It’s not enough to simply purchase seo packages or cookie-cutter services that don’t actually address the specific needs of your business as they relate to eCommerce.

What’s more, you also need an agency that’s well versed with all of the major eCommerce platforms, as SEO requires a great deal of technical skill. Whether your store is on BigCommerce, Shopify, WooCommerce, or even Magento, you need a professional SEO agency that has a background in each platform and can accommodate your specific needs without any trouble.

Here at Genius eCommerce®, we make it our business to fully understand all aspects of eCommerce SEO in order to provide maximum benefit for store owners looking to boost their rankings and ultimately drive more traffic and sales. Our SEO team is adept at finding valuable keyword opportunities and can craft campaigns that get results time and time again. If you want a solution for your business that will help strengthen your brand and get more visitors to your website, give us a call at 888.982.8269.

How Important is eCommerce SEO For Brand Recognition?

Developing a strong brand is one of the keys to success for any online business and will help you resonate with your users and build a loyal following. One of the ways in which brands are recognized is through their presence in the SERPs, which means that if you really want yours to stand out, you need to think about how you approach eCommerce SEO.

There are several ways that you can tackle the subject of crafting a powerful brand online, whether it’s through engaging emails, influencer marketing on social media, or even word of mouth generated from incredible products. What you may not realize however is just how important SEO is for instilling trust in your users as well as supplementing your other branding efforts.

eCommerce SEO Will Get You Noticed

Imagine how much recognition you would receive if every time a user were to search for a specific product, it was your website and brand that would pop up on the first page of the search results. This is the power of eCommerce SEO in a nutshell: if properly implemented, it can solidify your business in the minds of your audience over time.

There is certainly something to be said for viral social media posts and carefully worded email campaigns, but many of these efforts rely on an already established brand presence to be truly effective. To really stand out, you want to dominate the search results for a variety of different products you specialize in or keywords that are important to your industry. Nothing says brand recognition quite like taking those top spots in Google.

By working on your SEO, you will gain recognition simply because users will constantly be running into your brand and website whether they intend to or not. Appearing high in the search engine results pages is one of the most powerful authority indicators for your online store and will do more to help build your brand than just about anything else. You can have thousands of followers on social media or a robust email list and still not come close to achieving the kind of traction you can get from simply a few solid page one rankings.

Developing Your SEO Strategy For Best Results

Your eCommerce SEO efforts should focus on user experience, which is one of the key metrics Google now uses to determine how to rank a site. If your website is catering to your users, it will reduce your bounce rate, increase conversions, and send all the right signs to Google that your website is professionally optimized.

As far as branding is concerned, your users will connect with your website better if it actually meets their needs. You want to make sure you are publishing informative blog posts that will help your customers make better purchasing decisions, intuitive navigation that guides users to the products they are looking for, and a high-quality checkout experience that isn’t complicated or obscure.

The more your website looks and feels like a professional outlet, the better chance you have of pleasing your customers as well as the search engines. As long as you focus on crafting an engaging and valuable experience and utilize the proper SEO conventions, you will build the kind of foundation that will strengthen your brand and put your business on the map.

Developing a potent SEO strategy is somewhat easier said than done, however. A comprehensive SEO campaign requires a high degree of technical skill and understanding when it comes to meeting the expectations of your users. Performing proper keyword research, fixing broken links, increasing site speed through meticulous optimizations, and building backlinks is an involved process that can rarely be properly addressed without the help of an expert agency that specializes in ranking eCommerce websites.

If you are concerned about your brand and believe you aren’t communicating well enough with your audience, it’s probably because your website lacks that punch that comes from high rankings. Your brand would resonate with more of your users if your website had more authority, and the only way to correct this issue is through an in-depth SEO strategy executed by an agency that knows exactly what it takes to succeed online.

Here at Genius eCommerce®, we pride ourselves in being able to help online stores build a powerful brand image by ranking higher in the search results. Through careful attention to what their users need, we are able to build customized eCommerce SEO campaigns that bring in loads of organic traffic.

Your users are looking for trust signals, authority, and an optimized experience when they visit your website. Let our SEO experts audit your website for free and walk you through the steps on how you can begin to construct a brand that is recognized as a true leader in your industry.

Improve Your WordPress SEO With This Simple Strategy

Optimizing your website for higher rankings is an increasingly complex endeavor that often requires hours of meticulous keyword research, careful attention to site performance and user experience, and plenty of backlink outreach to increase your domain authority.

Improving your WordPress SEO doesn’t always have to be this difficult however. There are still a few less-complicated techniques out there that are far easier to implement yet will still have a meaningful impact on how your website performs in Google.

One simple strategy that anyone can take advantage of and which will help boost the overall quality of your website is through a better understanding and implementation of internal linking. With the right internal linking strategy, your website will appear more authoritative to search engines and will increase the quality of your user experience. The best part is, working on your internal links may be one of the easiest search engine optimization improvements you can make for your WordPress website. By investing a little bit of time every month to making sure all of the important pages of your site are getting enough attention, you will boost your site’s ranking potential a great deal.

How Search Engine Crawlers Use Internal Linking

When a search engine crawler such as the Google Bot crawls a page on your website, it’s looking for a few key ranking indicators. Search engines pay close attention not only to what links point to a particular page, but also how a page “links out” to other places on your site as well as other destinations on the Web.

If a page of your website appears to have no internal linking, it may send a signal to Google that this page has nothing to say that is valuable, or is not trying to prove any sort of a point. If you are not “referencing” any other important pages on your website or elsewhere, the search engine in question may assume that the page does not exist to solve user problems or address their needs, but instead is something else, such as a disclaimer or terms of service page.

Regardless of how the intent behind your page is interpreted, the search engines want to see certain elements on a page to consider it worth ranking. The same philosophy behind backlinking works here. A backlink is essentially a link from another website pointing to yours, which sends a signal of authority and trust to the search engines.

When you link to another page on your website in the proper context, you are essentially saying “this page reinforces the page I am linking to,” creating a network of contextual relationships that help search engines to understand the overall purpose behind a page or your entire website for that matter.

If you are creating a webpage that discusses a certain topic, and you already have content on your website related to this topic, you can and should use that older page as a resource that you can link to, or vice versa, as long as it makes sense. In this way, you create a roadmap for the search engines to follow as they crawl your website, helping them to make sense of it all.

Improving Your Internal Linking Strategy

So how do you improve your WordPress SEO with internal linking? The good news is that WordPress makes it easy to place links in the body of pages and posts, which means you don’t really have to do any heavy lifting here. The point is to help build a network of information using the pages you already have, keeping in mind that as you add pages and blog posts to your website, you should be linking to your older content so it has a better chance of ranking.

To begin working on your internal links, take a look at your oldest blog posts and look for ways to refurbish the content by adding more information and supporting keywords where applicable. As you are working on this older content, be sure to include one or two relevant links to supporting content elsewhere on your website. This can be a product page that addresses user needs based on the topic of the page, or another blog post that you have recently posted that may contain important information you want your readers to see.

Repeat this process for all of your older content that may be underperforming. This includes product pages that you think could do well with contextual linking to a relevant blog that could help provide necessary supporting information for your customers. This strategy works regardless of which niche or industry you are in. The search engines want to see that all of the pages of your website provide solid and valuable internal linking.

If you are interested in improving your WordPress SEO even further, give us a call at 267-225-1946 and our team of SEO specialists will help you with your internal linking, backlinking, on-page optimizations, blogging, and more.

3 Quick Ways to Improve Your Store’s SEO

With every passing year, eCommerce SEO only becomes more complex as Google changes and refines its algorithm. Unless you are keeping close tabs on the world of search engine optimization, there’s a good chance that you’re not implementing all of the possible techniques to ensure that your website is ranking as well as it could be.

There are dozens of ranking factors that determine whether or not your website will make it onto the first page. While you can’t be expected to keep track of them all, there are a few quick techniques you can take advantage of to give your website a boost and make it more SEO friendly.

When adjusting your website for SEO purposes, it’s always worth remembering that you are providing content for your users before anything else. You want to go out of your way to make sure you are providing optimized content that will help your users make informed decisions and enable them to find what they need while browsing through your website.

By engaging your users and guiding them through to conversion, you are sending the best possible signals to Google that your content is optimized and that it is high-quality. User experience is considered to be one of the single most important ranking factors as of right now, so all of your changes and SEO improvements should be to this end. When users land on your website, you want them to be able to easily find what they need and feel secure if and when they decide to make a purchase.

Add Keywords to Your Product Descriptions

One of the most effective ways you can quickly improve the overall SEO of your eCommerce website is to go through your product descriptions and flesh them out a bit. One or two sentence descriptions that lack any relevant keywords or punch are not going to catch the attention of the search engines, and do little for your users either.

To make your products stand out, you should aim to have no less than a solid paragraph of rich copy for each of your products that includes the primary keyword you want to rank for that relates to the product in question. You should also carefully infuse the text with one or two related keywords that bolster the relevancy of the text, which is helpful for gaining an edge in the eyes of Google.

Your product descriptions should be one part sales copy and one part valuable information. Don’t neglect this area of your online store, because even if you’re not working hard to optimize your product descriptions, other store owners in your niche certainly are, and will be reaping the rewards for doing so.

Create an HTML Sitemap For Better Navigation

You likely already have an XML sitemap generated and uploaded to your Google Webmaster Tools for the benefit of the search engines, but have you considered putting together an HTML sitemap as well? While not as common, these are beneficial pages on your website that can help anchor users when they are confused and also give search crawlers a bit of extra guidance when navigating your site.

If you are a bit lost as to what an HTML sitemap entails, it’s essentially a simple webpage that displays all of the primary pages of your website in one place for easy access. This includes product and blog categories, as well as all of the secondary and tertiary pages of your navigation.

An HTML sitemap can act as a way to lower your bounce rate by providing your users with a way to find what they are looking for when they are feeling lost, and also creates easy access to harder-to-reach areas of your website that may be inconvenient or impossible to reach through the primary navigation, such as older blog posts. In terms of effective eCommerce SEO practices that can positively impact your website, this is one you can’t ignore.

Add Reviews and Social Proof to Your Website

Search engines are placing greater emphasis on the importance of social proof and authority as ranking factors. This is because users want to know that when they visit a website, that it is reliable and trustworthy. Reviews are probably one of the most effective ways of weeding out bad products and scams online.

Likewise, social proof is often a vital component of a successful website because everyone knows that if your brand is worth mentioning, you’re going to have followers and fans on Facebook, Instagram, Twitter, and other social media websites.

Everyone has to start somewhere, so no matter how popular you are at the moment, it’s important that you begin to show social proof on your store so your visitors can get a grasp as to how open and honest you are as a business owner. Make sure you enable reviews and once you accrue a few good ones, place them on your home page proudly. This will send all the right signals not only to your users, but to the search engines as well.

If you are interested in hitting even more ranking points and making sure that your online store climbs the ranks in Google, you may want to consider our eCommerce SEO services. We are search engine optimization experts that know what it takes to drive traffic to eCommerce sites just like yours. Get in touch with us today if you want an elite team of digital marketing professionals in your corner.

How an eCommerce SEO Campaign Affects Conversion Rate

Proper search engine optimization can have a dramatic impact on the performance and effectiveness of a website. For online stores trying to increase conversions specifically, an eCommerce SEO campaign may be the single most important step in reaching that goal.

There’s more to SEO than just increasing your traffic. There’s no doubt that this is a massive part of why we tailor our websites for the search engines, but as the world of SEO has evolved, so has its intended purpose. Search engines like Google take hundreds of metrics into account when ranking a website, and it all boils down to user experience.

Years ago, search engines were generally information-based, and the system could more easily be understood as a means of matching users up with the most relevant information to their queries. The problem is, this is not how search engines work anymore, and if you are still thinking on these terms, you’re probably not utilizing SEO to its fullest extent.

Ranking high on Google or other search engines is no longer about information, it’s about the experience it provides the user. Back in the infancy of SEO, it was relatively simplistic to rank any website, because all you had to do was pick a keyword and provide the most relevant or comprehensive information about that keyword. It didn’t really matter how spammy your website was or even how slow it was. The search engine algorithms were far easier to please, with most of their emphasis being on title tags, meta tags, and a few other little details.

Google realized after a while that this system was not providing an optimal user experience because the SERPs could easily be hijacked by unscrupulous marketers and even scammers trying to push anything they wanted to the top of page one with impunity. This “information-based” search engine format has since been phased out completely in favor of a more user-experience related model.

User experience as a concept is harder to pin down, but Google and the other major search engines have made great strides in this area, utilizing any number of hidden metrics and user data to accomplish this feat. Factors like how easy it is to navigate the website and find what you’re looking for, how fast does the page load, how many ads are present on a particular page, is the page mobile-friendly, all play a role in how well a website ranks.

In other words, you are no longer tasked with merely providing information for your users, you need to take their enjoyment into account. Your website should help the user, and as an extension of that, your website should connect the user with what they need. This is often information, but it can also be a product, service, or form of media.

When it comes to eCommerce SEO, what you are providing ultimately boils down to your product, but there’s far more to it than that. Think of what it would be like if you walked into a store expecting attractively laid out product displays and instead were met with dusty unkempt shelves and dim lighting, cramped aisles, boxes strewn about, and no clear help desk or checkout station. How fast would you leave that store, even if you knew you could get what you wanted if you spent half an hour digging around?

Most people would run out of a store like that without even a second glance, and the same rules apply to your website. If it is slow, confusing, cumbersome to navigate, or suspicious in any way, users aren’t going to stick around and find out if you have what they’re looking for. In most cases, they will hit that back button so fast they won’t even see your newsletter popup form.

Well-implemented SEO is about more than gaining traffic from search engines. This is an old way of looking at things, and doesn’t really do justice to the modern-day complexities and purpose of SEO as a whole, especially as it applies to eCommerce. The ultimate goal of your SEO campaign is crafting a professional and inviting user experience that not only pleases the search engines, but results in more conversions. This guide will cover some of the basics as to why SEO impacts conversion rate, the ins and outs of targeting, and how SEO is the backbone of a better customer experience for your shoppers.

Proper SEO Attracts Hungry Customers

There was once a time where the results of decent search engine optimizations were like casting a wide fishing net. Because of the lack of competition and how easy it was, relatively speaking, to rank for specific keywords, the traffic that typically resulted from such work was both abundant and often lacking in quality.

SEO attracts hungry customers

The world of SEO has pulled a proverbial 180° turn, as now it is more difficult to rank for specific keywords because of the competition and how stringent Google’s algorithm checkpoints are, but as a result, the traffic you get is far higher in quality.

Quality organic traffic is the golden goose of the eCommerce world. It will continuously provide targeted traffic on autopilot for free, so long as you continue to please Google and keep your website in good standing. SEO works so well for eCommerce because the refined algorithm ensures that your website is only appearing for the most relevant search queries for users’ needs. In other words, Google acts as an intermediary between the user and the product they need, which in this case is on your website.

Google helps users find what they are looking for, not just in terms of information and products, but in the overall experience as well. Your online store has to meet certain expectations, such as aesthetics, how easy it is to find products, the checkout process, and more. If these elements are present on your website, Google will connect your content with the appropriate users based on their specific search terms and questions.

By implementing professional eCommerce SEO, you are effectively attracting your potential customers from all over the web right to your website. These users are on Google for a reason, specifically looking for a product that they need, whether it’s to solve a particular problem or simply for entertainment or recreational purposes, their goal is for their search query to be satisfied with a result. If your website is optimized in such a way as to provide that result, you will not only increase your traffic, but you will be increasing your conversions as well.

Better Targeting Means More Conversions

When you run an advertising campaign, you have to supply targeting data in order to serve ads to the right audience. With SEO, there are some similarities, but rather than focusing solely on metrics such as location and income, you are developing your targeting around what kind of experience the user will have and if your website provides the best possible answer to a specific problem or not.

One of the reasons why organic traffic can be so effective for eCommerce businesses is that experiences and emotions are often valued more than practical solutions. If an ad looks decent enough to click on but leads a user to a website that appears shoddy or dull, they might just leave even if the product they want is staring them in the face. You will only be rewarded from Google if your website has already been vetted by users, because search engines factor metrics like bounce rate into their ranking metrics. By investing in SEO, you are creating an environment for conversions from any source, be them organic, from social media, email campaigns, or PPC campaigns.

By catering directly to your customer’s needs in terms of the experience they want to have when they visit your website, it will generally result in more positive interactions all the way around, including email list signups and reduced cart abandonment. Better targeting simply leads to more conversions, which is not always so when you’re running ads. You could have the best targeting in the world but an unoptimized website will leave potential sales on the table.

SEO Optimizations Enhance Your Brand

Brand image was never much of a factor back in the early days of SEO. A completely unstyled HTML document with the right title tags and content could rank well, but these days, there are far more ranking factors that Google uses to determine what kind of experience will be provided for its users.

A better-looking, more functional website will always be a boon to your brand image. These two areas of your business go hand-in-hand in fact, as branding is a key component of most products. Part of what attracts consumers to a certain product in the first place is the brand image that’s associated with it and what that brand image makes them feel.

SEO optimizations

The same can be said about your website and how it helps customers relate to your products. Your website is an extension of your brand and should be treated as such from a design standpoint, which will provide Google with all of the right ranking signals, including that you are the authority source for everything related to your brand name and the products you carry.

Google has been increasingly favoring “authority” websites and with their latest core algorithm change in May of 2020, it’s looking like now more than ever that authority is one of the primary factors Google relies on to determine if a website deserves to be on page one. They want to see social proof, strong brand recognition, and powerful trust factors, because this is what users look for as soon as they get onto an eCommerce site. If those trust factors aren’t there, they are unlikely to possess the confidence to buy from you.

User confidence is a ranking factor in itself, and should be taken seriously if you want more conversions. You should be doing everything in your power to make your online store look professional and put any fears the user may have to rest immediately. This includes easy to find reviews on your product, an FAQ section, brand partnerships, an extensive About Us page, and plenty of personality. Users don’t want faceless corporate branding, and neither does Google.

SEO builds your brand by ensuring that your website meets certain standards of professionalism and user experience, thereby increasing brand presence on Google and brand awareness in your potential customers. This is something that other forms of marketing don’t quite capture as comprehensively, which makes eCommerce SEO all the more valuable if you are trying to build a successful online store and increase your conversion rate. Trust and powerful branding will go a long way toward attracting more organic traffic and getting it to convert.

The Right eCommerce SEO Services to Manage Your Campaign

With its increasing importance and complexity, you can’t afford to leave your SEO to chance, especially if you intend on reaching your conversion rate goals. Your SEO needs to be managed by a team of knowledgeable pros who can dive in headfirst and really put together a campaign that will get you the conversions you’re looking for.

Here at Genius eCommerce, we have a long history of helping online businesses navigate the dark jungles of SEO by implementing proven strategies based on powerful metrics like user experience and on-site optimization, in order to get your website on page one and enjoying more organic traffic and conversions than ever.

If you have been searching for a way to really boost your conversion rate and build brand authority naturally, professional eCommerce SEO services are the path you want to take. Reach out to us here and we’ll be happy to listen to your specific SEO needs so we can put together a winning strategy and get your business on the right track. You can reach us by email at info@geniusecommerce.com or by phone at 267-225-1946.

Improve Your Search Engine Optimization with Our Shopify SEO Services

There’s no shortage of reasons that you might want to consider using Shopify as a platform around which you can configure your online store. There are a load of user-friendly features that can almost make it easy for you to build an online business from the ground up.

In many ways, Shopify is the ultimate eCommerce platform. While every software has its benefits and drawbacks, with Shopify there’s almost no limit to how you can customize your store. It’s a great overall solution for online merchants who are looking to build an appealing store that integrates a lot of features.

While you can go your own way with your branding in the layout and design of your site, you’ll probably also be drawn to the fact that you can integrate tons of applications into your Shopify site that offer your visitors and customers additional functionality and engagement.

Shopify is also secure and offers some of the best uptime available to eCommerce entrepreneurs. As digital security becomes one of the main concerns – both for online buyers and sellers, you’ll appreciate the fact that Shopify has some of the best available security features available. Then there’s the fact that Shopify offers its users practically unlimited uptime, so that you don’t have to experience headaches and lost sales associated with downtime and customer complaints.

In short, Shopify offers a few solutions for online businesses with varying needs. The thing is, almost regardless of your marketing strategy, your business will face a lot of competition from other sellers online who are offering similar products and compete on similar or the same keywords to get in front of customers. In many cases, though your products might be different, your target markets might be the same.

How do you get in front of your customers before the competition gets in front of them first? How can you ensure that your page ranks sufficiently to be visible to those in the market that have an interest in, even a need for, your products or services?

You get in front of them with our Shopify SEO services. Here’s how.

Invest in Keyword Research and Develop A Strategy

One of the most significant ways to make changes to your website is by addressing the layout of your website, but that will take on many facets, so bear with us. We’ll start with the importance of keyword research and strategy.

In order to rank your website, there are a number of things that search engines must be able to identify as they crawl your site’s pages. It can be tough to find a place to start since all of the different factors affecting overall SEO are interrelated, but the way your site is laid out and the keywords it contains are a great place to start.

Let’s consider a keyword strategy, as a solid keyword strategy will affect both the way your site’s structure is addressed as well as nearly everything other aspect of your SEO endeavors. It all starts with taking a look at the greater market and conducting research into what keywords customers are searching for.

We’ll look for high volume keywords that search engines will be looking for when they crawl your website. In-depth keyword research entails understanding the relationship between customers’ reasons for searching for those keywords as well as what they expect to find.

Customers have a need for searching for keywords that drives that intent. While it’s impossible to read the customer’s minds, we can see what keywords are being searched for repeatedly as well as how competitors within your market are using those keywords to their advantage and ranking well for them.

If a competitor is successful at driving traffic to their website with a specific high volume keyword, then you can start to develop confidence that that website is offering some value to those who enter that word – that word might be a good word to target for your own use to try to grab some of that business – particularly if you offer similar or superior products.

Yet that is only one keyword, and keyword research will uncover a laundry list of words and terms that might be valuable to chase down. We’ll investigate their volume and relevance and come up with a list that will be effective for your business based on several indicators.

Once we’ve compiled a list of keywords for you to target in your efforts, we can get into your site structure, content production and garnering links to your website to gain authority for you.

Optimizing Your Site Structure

Optimizing your site structure is one of the primary ways that our Shopify SEO services can help you build more targeted traffic to your website, and some of that starts with the keyword research we hashed out above.

Before we get into the specifics of some of the many ways we can help to streamline and optimize your website, there’s some really good news in all this. Optimizing your Shopify stores for search engines won’t just help to generate more traffic to your site and help you boost conversions. It’s actually married to user experience. Know that as you develop an effective design that catches the attention of search engines, you will create a better user experience and interface as a by-product, so investing in SEO is a win-win for your business.

A large part of making your site structure more effective is tied to making it easier for search engines to crawl your website in a logical progression, which, as we stated, will also make your website easier for customers to navigate, another win-win scenario. The internal linking structure of your website must make sense, and not be overwhelmingly convoluted or circular.

Laying out your site structure in a basic fashion that only requires a few clicks to get to the page on which you want the ultimate conversion to occur is a pretty basic and effective design. It shouldn’t be counterintuitive or productive to find your products, services, sign-ups or anything else you want your customers to find. Think of it this way – if it’s hard for thinking customers to get there, it will probably be that much harder for an unthinking algorithm to do the same thing.

That’s a bit of a metaphor, but if it puts things in perspective, it’s worth it. There’s more to it than that, but that’s where our expert Shopify SEO services come into play. We handle the technical work so you don’t have to.

There’s so much more to optimizing your site structure than just the internal linking, though. Consider also the fact that our experts will take a look at your page titles, meta titles and meta descriptions, for example, to ensure that they are optimized as well.

Remember we stressed the importance of keyword research and strategy above? Here’s where it starts to come into the picture. What are your page titles, URLs, meta titles and meta descriptions made of? What are your category pages titles and descriptions composed of? All of the content, on and off your site that takes a written form, is composed of words.

So when we look at your site structure, we’re not just looking at the internal linking and hierarchy of the site. We’re looking at the keywords and phrases that appear in your meta titles and descriptions and on your category and product pages. This starts to enter the realm of content production as part of an SEO campaign, though we’re not entirely there yet.

Ultimately, we will address all of the titles and descriptions associated with your site to ensure that they are rich with keywords that will drive traffic to your site and ultimately to those pages. We don’t lose any opportunities to enrich your page titles and descriptions with keywords and phrases that customers are looking for to help generate traffic to your store. We also eliminate duplicate content in those titles and on those pages that can do more than confuse search engines and visitors to your site. It can even result in a penalty, but we’ll get to the dangers of duplicate content in a bit.

We Can Create A Responsive Design

As part of developing Shopify websites that are SEO friendly, our Shopify SEO experts can help your business develop a responsive design that will be adaptable to the small screen. This can and will have far-reaching benefits for both your SEO efforts and your customer friendliness.

If you need convincing on this front, know that M-commerce is rapidly growing and that every year, more and more online transactions take place on mobile devices. Shoppers are turning to their phones and tablets to research products, read reviews, communicate with other users and then ultimately make their purchase decisions. Over the course of 2020, mobile transactions are expected to surpass the halfway mark – that is, they are expected to account for over half of all online sales.

eCommerce shop

What does that mean? A website that doesn’t scale to the device to offer a flexible user experience will be left in the dust. If your desktop website is stellar, that’s grand. If it doesn’t fit the device, showing up as text-heavy, curtailed or disproportionate on a phone’s screen, that’s bad news.

We don’t feel the need to dive further into why this will adversely affect your conversion rate, but we will do you the service of elaborating on its impacts on SEO. Google has begun mobile-first indexing, which means that it will first evaluate a website on its mobile design and then on other factors. That means a responsive design is becoming more and more important to how your Shopify store will rank in search results. A user-friendly, engaging mobile site is just one more thing our Shopify SEO services can offer you.

Use Content Production to Your Advantage

Content production is more than just a component of your marketing efforts. Content can be used directly to optimize your website for search engines and it can even be used to generate backlinks to your website to gain your business referral traffic.

Content production is also, obviously, tied directly into the keyword strategy that we develop for your business. One of the aspects this takes on is on your product and category pages. We will conduct an analysis of these pages to investigate the content they contain, as this is one of the main areas in which businesses are guilty of offering duplicate content.

Category and product pages with duplicate content aren’t just boring to customers. Search engines will immediately recognize it as duplicate and defer to the original source as the authority, which will rob you of traffic. It can be tempting to take a manufacturer description but don’t fall prey to that trap.

As part of our Shopify SEO services, we will craft original, keyword-rich content for your category and product pages to drive customers looking for those keywords to those pages. Sounds effective, right? That’s because it is. You’re basically placing the solution right before the person with the problem.

We will also create content for your site’s blog to entice readers with valuable information on your company, on the solutions your products offer, and other engaging topics, and you guessed it, it will be original, keyword-rich, and highly targeted to your audience. But posting original and informative content on your website to engage readers and drive traffic isn’t our only strategy. We will create similar content and post it elsewhere on highly authoritative sites directing traffic back to your website indicating you as a reputable source. It’s genius (see: Genius eCommerce) and effective.

Of course, this is a highly simplified overview of the efforts we take as part of an SEO strategy to generate long term organic traffic to your site and craft the ideal user experience for your customers, but they all work together to achieve results. To learn more about our processes and see how we can impact your web design for the better, reach out to us at info@geniusecommerce.com or at 267-225-1946.

Now Serving: The Best eCommerce Marketing Tips

The eCommerce marketplace is one of the most competitive landscapes in today’s environment. It’s more competitive even than a row of similar businesses selling commoditized products in a bustling square where consumers can take their pick.

The eCommerce marketplace is like that bustling square, except consumers can pick and choose between options nearly instantaneously and with the greatest of ease.

If a consumer wants a review of a specific product, it’s right at their fingertips.

If a consumer wants to compare prices for the same product from five or more different vendors, it’s also right at their fingertips, and they can have the answer in mere moments.

If a customer wants to find alternatives to that very same product – you guessed it, all of the answers they’re looking are right there at their fingertips.

These days, time and choice are in the camp of your consumers, and the online marketplace is stiff with competition. But that doesn’t mean it’s impossible to be successful in selling products or services online. In fact, that couldn’t be farther from the truth.

The factors that come together to make the online marketplace so competitive largely stem from the fact that it’s completely saturated with customers. People are increasingly turning to the internet to fulfill purchases specifically because it offers them so much convenience.

Global eCommerce sales are expected to surpass 4 trillion dollars this year. It might seem tough to get a share of that pie, but it is a very large pie, and there are definitely ways to take a share for your business.

One of the greatest ways to compete effectively is with an expert marketing strategy, and we here at Genius eCommerce specialize in solving complex eCommerce problems. A marketing strategy taking advantage of some of the best eCommerce marketing tips will have quite an impact on your business.

A successful marketing strategy will create a robust brand, speak to your target audience, cultivate loyalty and more. With some of the best eCommerce marketing tips at your disposal – tips that you’ll find outlined here – you could be well on your way to reaching the right market and differentiating your products effectively.

Create, and Strengthen, a Unique Brand for Your eCommerce Website

A unique brand that speaks to your target audience is hands down one of the strongest assets that your business can list. In short, a strong brand is critical. It represents a statement of value and provides an experience that customers can’t find elsewhere. The thing is, it takes attention and dedication to build one that is not only strong, but unique and focused.

Develop an intimate knowledge of your business. It is your business, after all. Get to know your customers. Get to know how they use your products and why. Build your brand around that relationship, and you will thank yourself in the long run.

Publish Original, Targeted Content to Your eCommerce Sites

The use of content in marketing is expected to grow significantly in the coming years. The overwhelming majority of consulted marketing professionals agree that content is one of the most effective ways to reach and engage audiences and the use of content in marketing is central to this.

Create a blog and post original, insightful content on your product and the problems it solves. For those who prefer to consume content in the form of a video, consider publishing a vlog. Consider sending emails as part of a targeted campaign. The sky’s the limit when it comes to being inventive with how you want to reach your audience.

Utilize User Generated Content, Too!

While you should offer creative, original content, sharing and promoting user-generated content is a great way to build trust with customers and get them excited about your product. Not only does it potentially save you time, but It can make you seem more authentic and more engaged with your audience, and that can go a long way. Trust is one of the strongest elements in building a successful brand. After all, if you know you need to be engaging with your audience, shouldn’t you engage them?

Personalize – Wherever You Can – to Increased Sales

Personalization is the future of marketing endeavors. Customers are increasingly expecting to be the audience for relevant advertising material and content. To offer a personalized experience, you’ll need to be in touch with your customers.

Reach out to them, ask for their feedback for improvements or reviews. Giving your customers the feeling that they are a part of the success of your business will build rapport and trust, and will positively affect your conversion rate.

The Mobile Marketing Channel Is The Future

One more thing to consider here – make sure your online store is optimized to provide a high-quality mobile experience. More and more customers are using their mobile phones and tablets to research products and make purchases. Make sure that your advertising and your marketing efforts are well adapted to the mobile landscape – if not, they will not be as effective as they might be.

We could go on, but we’d love the chance to be able to give you advice based on your unique situation (see, personalize wherever, above!). In order for us to do that we need to get to know the challenges facing your eCommerce business, and the only way we can do that is by speaking with you. If you’re interested in learning more about tackling the marketing opportunities before you and getting some more of the best eCommerce marketing tips, contact us at info@geniusecommerce.com.

Magento SEO: Eight Important Considerations

Magento is a powerful, open-source platform that can be used to build very successful eCommerce websites. It offers a lot of options for customizability to its users, but to get the most success from the platform, it requires an in-depth knowledge of how it operates. When you’re running a business online, you have plenty on your plate as it is. If you need to ramp up your traffic and get your website in front of the eyes of more customers, you might want to consider a Magento SEO campaign, and here are some very important things to consider.

Focus On Keywords And Key Phrases

There are so many different factors at play during a professionally crafted Magento SEO campaign that it can be very difficult to focus on just one. However, perhaps nothing is as important to the success of a campaign at the keyword research that precedes it and the keyword strategy that defines it. Almost all of the following advice we offer would be impossible to use or ineffective without a keyword strategy to guide it.

A keyword strategy will help define all of the content you produce, both in the form of short and long-form consumables as part of your marketing efforts and as descriptions on your pages, page titles and more.

A Magento SEO campaign will need to begin with keyword research to understand what words consumers are using in their searches and why; what information and content they find valuable; what sites get traffic, and what keywords they are using for success.

When you have identified a list of keywords and key phrases that you will use as the foundation of much of your search engine optimization initiatives you can then progress into content product and optimizing much of the rest of your Magento website.

Create An Optimized URL Structure

One of the most basic improvements you can make to your Magento website to increase its search engine optimization is to clean up the URL structure of your site. Once you have developed a keyword strategy, developing a simple and effective URL structure can become much easier.

In practice, a team of skilled developers and designers can take a look at the overall structure of your site and help you identify areas for improvement. Generally, optimized URLs contain the right mix of keywords that are relevant to the page itself and are as short as practical. Long URLs with lots of nonsense letters and numbers tend to generate their own issues. Where they can be avoided, they should be. There’s no sense in letting something as simple as a URL hurt your Magento SEO.

Creating an effective URL structure won’t just make it easier for search engine algorithms to recognize and rank your site, but they’ll offer value to visitors as well. A URL structure that contains basic information on the contents of the page will help search engines put those pages in front of the people searching for those words in the first place. The effect is twofold.

Use The Right Default Titles: Optimize Titles And Meta Descriptions

This is another really simple way that a Magento website can miss out on a lot of potential. When something as simple as meta tags for categories or something like a title tag is hurting the optimization of your website, it’s time to fix it.

As with URL optimization, optimizing your meta titles and meta descriptions starts with the foundation of a solid keyword strategy. With respect to your titles, they should be specific, make sense, be easy to read and be relevant to the page. They should also be short – in fact, they should be as short as is practical. This will once again prove value to the search engine evaluating it and any customers that happen to read it.

Focusing on and optimizing the meta descriptions of your pages provides plenty of opportunities to offer value to your potential customers and improve your click-through rate. Provide relevant information in the meta description for what is contained on the page into which you want the viewer to click through. It should be short, but it should also be enriched with keywords, provide some insight into the page and where possible include some sort of call to action or incentive. Once again, this is valuable to search engines that view it as well as any human eyes that read it. Don’t miss a chance to optimize these portions of your web pages.

Add A Blog Page To Your eCommerce Platform

Adding a blog page is an excellent way to provide value to your customers and to increase your Magento SEO. Make no mistake about it, if you don’t have a blog page to organize your written content and you aren’t regularly publishing, you are not giving it your all to drive visitors to your site.

As with the opportunities we’ve explored so far, regularly publishing a variety of content to a blog page on your website will offer value to visitors to your site as well as provide additional positive metrics by which search engines will rank it.

It is essential to provide written content intended for your visitors to consume for a variety of reasons. First, it gives visitors something to read that will provide relevant value and insight into the products or services you sell. The higher the quality of the content, the more likely you will be to have repeat visitors. Sessions on your pages will be longer as visitors consume your written content, which is another thing that search engines look out for and use to evaluate your site. In addition, high-quality valuable content is likely to be shared by readers, which will build backlinks to your site – another critically important process that will improve your SEO and alert search engines to your website as an authoritative source that customers trust.

Search engines will evaluate your site based on how customers interact with it, and if they are spending plenty of time reading what you have to say and sharing your links, they will rank you more highly. There are a few components to this, but the two most important are the subjective quality of the content from the perspective of a reader, and the objective value of your content based on its keyword density. Again, this goes back to the keyword strategy, but it also requires skilled and informative content production. That is another component of what goes into making a Magento SEO campaign effective.

Eliminate Duplicate Content

Speaking of creating a blog and regularly publishing high-quality content brings up the importance of eliminating duplicate content on your website. Duplicate content can take many forms and isn’t limited to anything in your blog posts, so it’s worth exploring what this means and why it’s important to get rid of it.

Duplicate content is just what it sounds like. Any content, in basically any form, that appears on your website and appears somewhere else in the exact same for. That means on and off your website. Allow us to explain.

First, you’ll want to eliminate duplicate content that appears on your website. It will make your site more navigable and won’t confuse search engines, or readers for that matter. You don’t want blog articles that say exactly the same thing, but you also don’t want to use the same image file multiple times or the same page titles, for that matter. It’s damaging to your user experience and your optimization.

But there’s more. It’s an unfortunately common practice for site operators to find information on other sites and publish it to their own, either because they appreciated the content or couldn’t come up with their own. Don’t ever do this. Not only is it plagiarism, but search engines will recognize it as duplicate content and will penalize your rankings as a result.

Along with the other benefits that an experienced team of technical experts can provide, they can make it easier for you to eliminate any duplicate content that exists on your site as well as providing you with fresh, engaging content to post.

Optimize The Internal Linking Structure Of Your Site

An optimized internal linking structure is not only critical to the manner in which visitors interact with your website and navigate it. It will also affect the rankings that search engines give to your website. Just like everything else investigated so far, the value of a well designed internal linking structure is multifaceted.

A well developed internal linking structure makes it easy for visitors to your site to find what they came for. Generally, it should only take a couple of clicks for visitors to find the product pages they came looking for in the first place. This is valuable because it will minimize the risk of users becoming frustrated or “lost” on your website. As we’ve explained previously, a website that is difficult to navigate offers a poor user experience and damages your chances at repeat visits – and your conversion rate.

At the same time that a well developed internal linking structure provides value to visitors, it also enables search engines to crawl your site structure more readily. The more logically your site progresses, the more highly search engines will rank your site. Therefore, by creating an optimized structure, you can generate higher organic traffic to your site, which has its own benefits.

External Link Building Is Important

While you don’t necessarily directly build external links, they are an important part of a Magento SEO campaign. External link building will start to develop naturally if your website offers fresh, original, informative and engaging content. As users interact with your site and consume your content, they will share it on social media or elsewhere. Any links they post that direct traffic back to your site are called backlinks and they are an invaluable resource for convincing search engines that your site is an authoritative source and most importantly, a source trusted by visitors.

Backlinks to your website are an invaluable component of an SEO campaign and are another indispensable in driving traffic to your site. Nothing says that your site is trustworthy like a reader who asks other readers to take a look at what they found on your site. Understandably, the quality of your content and the success of your content marketing will have a great impact on the backlinks you are able to generate, so that is just another way that all of these components of a Magento SEO campaign are intertwined.

Optimize Your Site For Speed

Here’s another component of an SEO campaign that sometimes takes an unfortunate backseat. Your website should be optimized for speed. As with some of the other considerations to account for during an SEO campaign, a site optimized for speed will have a few effects on the success of the initiative.

The first is that the process of optimizing your site for speed will have a positive effect on the structure of your site and eliminate any fluff that might be present on your website. Streamlining your site design for speed will make it easier for search engines to crawl your pages and analyze the navigational flow and hierarchy of your web store. The first effect here is that it will make it much easier for search engines to recognize your site as a trustworthy source and afford it the rankings you want.

The second effect that will result from optimizing your website to make it faster is that you will improve your user experience significantly. All of the changes you may have made to make your website faster will probably make it much easier for users to navigate your site and find what they were looking for. Even if the changes you made were invisible from a user level, the fact that your pages will load faster cannot be underscored enough. Most users will bounce off of a page if the load time is over three seconds. In other words, online shoppers have no tolerance for web pages that load too slowly. Optimize your site for speed and you can prevent these unfortunate circumstances.

It’s time for you to optimize your eCommerce store, and here’s why. With a free SEO audit by Genius eCommerce, you can see where your web store stands. If it’s healthy, you have nothing to lose. If you could make any improvement, any changes you make today to improve the visibility of your website online and increase its rankings will pay you back in the long term.

And not only can you get a free SEO audit from Genius eCommerce, but we can handle your entire SEO campaign as well. We have years of experience streamlining clients’ websites to help them generate more traffic and boost sales. There’s no need to wait – give us a call today at 888-982-8269 or contact us at info@geniusecommerce.com.