When you seek higher e-commerce performance, one of the main things you need to know is how to be found on Google. Organic traffic is responsible for making your site perform well, attracting an audience with purchase potential.
Unlike paid ads, organic traffic through Google doesn't have an immediate investment cost. This makes this type of traffic very relevant for e-commerce, as it can be a way to get more sales with less investment.
However, getting your site to achieve very fast visibility results through organic traffic may not be so simple. Making your e-commerce perform, placing it in a good position on Google, requires knowledge of what will truly bring effective results.
This material we've prepared on how to improve your e-commerce performance, showing you how to be found on Google, will help you on the right path. Check out 8 tips we've separated for you.
1 - Research keywords and use them correctly
The use of keywords is the basis of all SEO work to be found on Google. But you need to pay attention to the fundamental rules of their use.
Repetition
Keyword repetition on each page is fundamental. But they shouldn't be posted senselessly in the text; they need to maintain coherence with what is being said.
Regional words
Adding words like city or state names to keywords can be very effective if your e-commerce operates regionally. Example: "Party clothes in Belo Horizonte", "car parts in Campinas".
Long-tail keywords
Also use longer, more specific keywords, instead of generic and broad keywords. Long-tail keywords are identical to what users search for on Google and therefore tend to be more assertive.
2 - Pages always updated for e-commerce performance
Search engines favor content that is more recent and updated. Therefore, your page always needs to have updated content. This is an enormous and necessary challenge to generate content constantly. But how can you do this? We'll show you some options:
User reviews
One way to keep your e-commerce page always updated is to allow customer reviews. Every time someone posts a product review, the page gains new and updated content.
Blog posts
Create a weekly blog post routine. In addition to periodically reviewing old content, updating outdated information, adding new links to the content, among others.
3 - Unique product descriptions
Google's algorithm identifies and discards pages with duplicate content, especially those that have already been discarded from other pages. This is because the algorithm's priority is to deliver content that is truly relevant to those who search.
So, if your page has duplicate descriptions, identical to those of other e-commerce sites, rewrite them. This way, you'll have exclusive, robust, and complete product descriptions. Thus, when someone searches for something similar to your product, Google may prioritize your content.
4 - Content optimized for search engines
What is optimized content? It's content built following certain "rules" valued by search engines, which makes your content delivered to the public.
And when we talk about optimization, the first thing that comes to people's minds are keywords, but optimization goes far beyond just using words. They are fundamental, but they are not the only thing you should pay attention to.
You also need to have:
Use of keywords with variations
It's not enough to fill your pages with the appropriate keywords; you need to use them naturally throughout the content for effective e-commerce performance.
You also need to use variations of them. Variations are small changes in the word throughout the content. Let's show you an example:
- Keyword: Baby stroller
- Variations: Stroller for baby, stroller for the baby.
Long content
Mix long content on the page with short content. Long content tends to hold the reader's attention longer on the page, which is very positive, because search engines understand that your content is relevant and start delivering your site for other searches.
Easy-to-read content
Optimized content is also easy to read. This implies good text hierarchy, with titles and subtitles that create subdivisions. Also use bullet points, quotes, and other elements that divide the text well and facilitate understanding.
Also use a simple vocabulary. In addition to using connecting words between the ideas in the text such as: because, and, but, since, moreover, then, firstly, therefore…
5 - Dynamic meta description for better e-commerce performance
The meta description is the text that appears below the title and link of the page when you perform a Google search. And why is it so important for e-commerce performance? Because, along with the title, it's what will make the user click or not click on your page instead of another.
6 - Improve your website's loading speed
It's no secret that fast-loading pages are essential for increasing website performance. And for Google, this is fundamental! Slow pages are not prioritized to appear in user searches.
This happens because slow-loading pages usually have a very high bounce rate. The user enters and immediately leaves the page due to the delay in loading. So, the visit to your e-commerce site stops being positive and becomes negative, as Google understands that your page is not relevant, since users enter and immediately leave.
7 - Decrease the depth of your e-commerce site's architecture
Categorizing your products is very positive for organization and for facilitating searches by users within the site, but when we talk about e-commerce performance on Google, this becomes a point of attention.
It's not uncommon to see a hierarchy like this: "Departments>Bed, bath and home>Bed linen>Brand>Product". But when you create subpages like this, in excess, it becomes difficult for Google to understand the value of the subcategories and deliver them in searches.
8 - Remove "error 404" pages
E-commerce sites generally configure an "error 404" page when a product is out of stock and no longer exists. So, when a person searches, Google shows your product page, the user clicks on the result that appeared in the search, and then they are directed to this error page, instead of being directed to the product's own page.
But this redirection is negative, as Google understands that your page is leading users to dead ends. Thus, it reduces the delivery of your site in searches, reducing e-commerce performance.
How can we help you with e-commerce performance?
We hope the content has helped you understand how to be found on Google to improve your e-commerce performance. And if you need help putting these optimizations into practice, you can count on us. Just get in touch and our specialists will solve your performance problem.
