In 2021, online sales continue to grow. In 2020 alone, e-commerce spending increased by 25%, boosted by the Covid crisis and the explosion in online shopping. Knowing that 44% of Internet users start their online purchases with a search engine, the SEO optimization of your site must be one of your main challenges. Even if it is not your most important source of customers if you use advertising or or email marketing, SEO should still have a place in your e-commerce marketing strategy. We will see in this article 8 most common SEO mistakes e-commerce sites and some practices and tools that will allow you to solve these SEO errors …
Mistake # 1: Not Targeting Your Keyword Research
Tip # 1 : Build your personas and get a clear idea of your potential customer. Rather than choosing their keywords based on their potential customer base, e-merchants focus too much on researching keywords related to their products.
Tip # 2 : Using the previously created personas, put yourself in the shoes of your target. Imagine what keywords she would type into the search engines to find your products. So do not use jargon and terms that are too technical, especially in BtoC.
Tip # 3 : Use long tail keywords for your product pages, that is, 3-4 word phrases. They represent 80% of searches. A user who types in a long tail keyword is already advanced in his purchasing journey and rather knows precisely what he is looking for. It is therefore more likely to obtain qualified traffic that improves the conversion rate.
Some tools to remedy it :
Mistake # 2: Cannibalize Its Content
Most e-commerce sites overoptimize their meta tags, product descriptions or content.
Tips n ° 1 : Your title tags must be unique on each page. They are the first item read by search engines. Make it different from your H1.
Tip # 2 : Do not fill your page with your keyword, this is a method that has not worked for a long time. Instead, diversify the lexical field. You sell “black hiking shoes”, use the words “mountaineering”, “walking”, “expedition” …
Tip # 3: Have a minimum of 300 to 500 words on your product pages; a quality description that contains specifics, options, or benefit that your product presents that your potential customer may be looking for.
Mistake N ° 3: Duplicate Your Content
E-commerce sites often duplicate their descriptions. This degrades indexing in search engines. Google will choose for you the version to index in the SERPs (results pages).
Tip # 1 : Use canonical URLs (canonical Url) which make it possible to indicate to a search engine theUrl “Main” for indexing.
Tip # 2 : Beware of duplicate content in the product pages. Each product page should have different, well-rounded content (at least 300 words).
Tip # 3 : Prevent indexing of duplicate pages via robots.txt file, no-index tag or use permanent redirects (301).
61% of consumers refer to reviews. However, online stores often forget that users need to be reassured before buying.
User Generated Content allows your page to have more content and allows for fresh content. Google likes the freshness of the content.
Tip # 1 : Allow your customers to rate their purchase and provide feedback.
Tip # 2 : Integrate structured data (schema.org micro data) to display rich snippets such as your product rating and the number of people who bought in the results pages and therefore obtain a better click-through rate.
Tip # 3: Use social networks to encourage your customers to leave positive opinions on your pages (Facebook, Instagram, etc.). This will earn the trust of your future customers.
Even if you have a physical business, customers will check the reliability of your products on the internet: Facebook comments or reviews before taking action.
Take the example of a student on a budget who is looking to buy a smartphone. Be sure he will do some research before spending his money.
Mistake # 5: Not Optimizing URLs
E-commerce sites often generate non-descriptive URLs that do not help users or search engines understand the content of a page.
Tips n ° 1 : Be specific, your URL should make it easy to identify what the page is referring to.
Tip # 2 : Avoid stop words (de, a, le, qui…) and other unnecessary words.
Tip # 3 : Be concise, it should be easy to remember.
Mistake # 6: Not Optimizing Charging Speed
The top 2000 retail sites have an average loading time of 10 seconds because their content is too heavy.
Amazon calculated that an additional 100ms of loading was causing it to lose 1% of its sales. Internet users (and therefore Google) want to quickly access what they are looking for.
A long loading time therefore causes a high bounce rate, therefore loss of traffic and conversions.
Tip # 1 : Check the loading speed of your site using one of the tools below.
Tip # 2 : Compress your images and code.
Tip # 3 : Uninstall unnecessary widgets.
Tip # 4 : Pay attention to banner ads.
Tip # 5 : Choose a dedicated server if your budget allows it.
Tip # 6 : Use a Content Delivery Netword (CDN) if your site has an international target.
Some tools to remedy it :
Mistake # 7: Omitting Internal Links
Internal linking can help e-commerce sites improve the indexing of their site’s pages in Google and its positioning by transmitting link juice.
Even if you don’t have a lot of external backlinks, a well-done internal linking will allow you to highlight your most important pages and gain positions in the search results.
Tips n ° 1 : Create a Blog section in your e-commerce store that contains articles that link to presentation pages of important products to boost their SEO.
Tip # 2 : Offer additional articles and products on the product page (cross selling).
Tip # 3 : The text of your anchors must accurately represent the content to which it is linked. The text “green silk dress” should not lead to the page of “red cotton shorts”.
– Visual Site Mapper
SEO Mistake # 8: Neglecting Security Encoding
An unsecured e-commerce site will scare your visitors. This is why Google takes into account the safety of Internet users when they visit a website.
advice : opt for an SSL protocol and if possible switch to HTTPS. Indeed, Google favors more and more sites which have one.
If you take care to correct the most common SEO mistakes listed above, your ranking in the SERPs should improve over time. But do not forget that SEO is a daily job whose results are seen in the medium / long term. So be patient and don’t expect a result overnight.