Quick question – would you agree if I’d say:
It’s sometimes extremly hard to get ranked with an ecommerce site in Google.
In the early days of my SEO experience, I thought that as well at times when working with clients in getting them more organic buyers from Google and Yahoo (there was no Bing at that time ;-))
But what would you think if I’d tell you the 3 most valuable aspects of a modern, ecommerce SEO focused strategy that makes sure you can achieve real rankings for your site?
In this post I’ll show you what you (or your SEO / marketing person) can do today to improve your rankings
Step 1: A quick way to get people to click on your search result more often
Various studies show that CTR matters (CTR = Click Through Rate, the percentage of users clicking on your search result when conducting a search). The more people click on your search result, the more data Google has about user intent combined with the search term.
That’s great but …
… how can we make them click on OUR result and not our competitors’ SERP?
Just use the right words!
In each and every niche I’ve worked with, there are some key term that are
Think of our niche, search engine optimization.
If you came to this post via organic Google search, what made you click on it?
In the SERP it says thinks like
“3 simple steps” in the title,
“quickly“, “simple“, “real results” in the meta description,
and don’t forget about the perfect eye catcher for ecommerce businesses:
It probably looked something like this:
It really pays off to have a list of certain keywords ready that might appeal to your target audience.
AND USE THEM in your SERPs.
Check the click through rates before and after this change in your Google Search Console to see if there’s a difference.
Step 2. Get people to stay longer on your website
Brief assumption: Google has all the data, correct?
Google knows which sites we visit.
Google knows the click through rate (CTR) of a certain search result …
… and can match this information with the search phrase for …
… and they even know if we spend some time on that page, and how long.
On the one hand, millions of websites have Google Analytics installed, so here you have one data source.
On the other hand, if you click on a result, Google tracks the click.
And if you then see the site isn’t what you’re looking for and go back?
What happens then?
Google tracks this again.
And then you click on the next search result.
Google also tracks that click.
And Google has always time and date of these actions, and can thus now how long you spent on website X, vs. their competitor website Y.
Brian Dean, for example, shows in one of his amazing videos how the time users spend on his website influences its rankings.
It made him re-think copywriting completely.
Because the way you write your copy influences both,
- bounce rate, and
- time on site.
The better and more attractive you write your copy and present your content, the longer users stay on your page.
And, guess what?
The longer people stay on your website after conducting a certain search, the more sense it makes for Google to rank your website higher for that search phrase.
So, I’d suggest you do a simple experiment:
Go back and find 10 URLs of your website that rank on page 2 of Google.
And now you have to put in a little effort:
- find 4 appealing key terms for your target audience
- use them in your 10 page titles and meta descriptions
Go back about 2-4 weeks again (if you have little traffic maybe a bit more) and check the CTRs in Google Search Console to see if they changed.
Don’t forget to let me know your findings in the comments!!!!
Step 3. Get your pages indexed faster by helping the spider
Imagine Google as a spider:
A spider that spends its life crawling through websites.
And, as it happens to every common 8-legged-spider, it gets tired after lots of crawling around.
So one day that spider decided to just spent a certain amount of time crawling a single website.
In SEO, we’d call the volume that can be crawled the so called crawl budget.
So, imagine a small ecommerce website with, say, 10.000 URLs – if the crawl budget the spider could allocate to that page every day was 1000 URLs … we’d somehow make sure the time allocated to our site is being spent crawling the most important things that are there to see (and index).
Avoid “feeding” the spider with useless content or URLs that result in the same (read: duplicate) content. Otherwise it either gets angry, or doesn’t crawl new, fresh content because it’s already bored crawling through all the old stuff that hasn’t been updated.
So, how can we get our content indexed quickly?
- leading the spider / Google with our xml sitemap and last update definitions
- marking sites we don’t need indexed with noindex,nofollow
- adding sites and directories we don’t want to be crawled in our robots.txt file
After this post, let’s get together the 3 key takeaways:
- Increase your CTRs to get more attention
- Work on retaining your customers more time on your site
- Lead the “Google spider” through your content to get it indexed faster
Let me know your thoughts in the comments below!