SEO for e-commerce is a fundamental strategy for your company to perform well on Black Friday.
Search Engine Optimization (SEO) is a set of strategies that, together, will enhance your website's positioning in search engines, such as Google. This allows people looking for topics or products like yours to find you more easily, organically.
And why is it so important to work on SEO for Black Friday? Because this date is excellent for retail to sell more, but it is also a period of intense competition. Everyone is launching offers and big promotions, so standing out becomes a very difficult task. Another reason is that people search on Google for products and services on this date.
You might think: I can invest in paid traffic and quickly stand out. But consider this: on this date, small, medium, and large companies are advertising. So the auction price for an ad goes up, making the lead much more expensive than it would be on less competitive dates.
Paid traffic is an excellent way to get sales (you can indeed combine it with your Black Friday strategy), but it can be a bit expensive on that date. So, also invest in organic traffic, which can cost less and bring great performance through SEO strategies.
Thinking about ways to make your website perform, we brought SEO strategies to be applied to the page before Black Friday. That way, when this date arrives, your website will be in a prominent position in organic searches.
Keep reading about each of them!
UX design and SEO for e-commerce
User experience (UX design) and SEO are intertwined, there's no denying it! A recent study proves that things like page loading time and bounce rate, which measures how much users do not interact with your website's content, are directly linked to a website's poor organic performance.
And how will UX design improve the website's organic performance?
Algorithms analyze user behavior on websites, using metrics directly related to user experience, in order to offer them the best experience.
Therefore, websites with page or element loading problems, low user dwell time, high bounce rate, and CTR (click-through rate) cannot achieve good organic positioning.
So, working on the user experience on your website should be part of your SEO strategy for Black Friday.
E-commerce image optimization
The images on your online store are a very important part of the website's SEO. And they are often neglected. Know that Google does not visually read the image, but rather its description/text.
But how to optimize images?
Create an alternative text for the images when placing them on your website. The text would be a literal description of what is in the image. Alternative text is linked to the usability of the images. If someone is viewing your website and the figure/photo does not load, the alternative text will appear.
How can image optimization help with SEO for e-commerce?
- It will contribute to the relevance of the website on product and category pages.
- It will bring accessibility to the page, a factor highly valued by Google's algorithm (it is a resource used for audio description of images for people who cannot see).
- It brings good performance in image searches on Google. Which is an excellent way for an e-commerce to stand out.
Outbound links on your website
There are three ways to work with links for good SEO performance. This is a simple strategy to apply.
Internal links in your content
The first is to include internal links in your content (blog posts). That is, links from your own website. You can direct to other posted content and to your website's homepage.
External links in your content
The second is to include external links. External links are those that take the reader off your website. In this case, you can use links from third-party pages or link to WhatsApp, YouTube, for example. You just need to be careful not to include links from competitors.
Your link in third-party content
The third way is to have your website's link on other pages on the internet. In other words, just as you cite third parties in your content, other pages cite you in theirs. These are called backlinks. In this case, you can find pages to partner with.
Another way to have your link on a third-party page is to search for mentions of your name on the internet that don't have your website's link. How so? Let us explain!
You can do Google searches for exact words. Searching for your company's name in quotes: "company name". And look at the results, checking if there is a relevant mention of your company, if so, you contact them and suggest that they include your link. This way, you will have more backlinks!
In this case, the work is greater than that of getting partner companies.
Focus on specific keywords
Another SEO strategy for e-commerce is to use very specific keywords, what we call long-tail keywords. These are much more assertive words than broad keywords.
By using very specific keywords for your market, it is easier to achieve better results in organic searches, as they bring more qualified traffic of people to your website.
Where to find keywords?
- Semrush
- Ubersuggest
- Keywords Everywhere
- Keyword Magic Tool
Where to apply keywords?
- In the product title
- In the product description
- In the alternative text of the product image
- In blog content (title, subtitle, body text, images, meta-description)
How can Deza help your performance on Black Friday?
Now you know some assertive SEO strategies for Black Friday! And we, at Deza, can help you on this journey to improve your performance on such a significant date for commerce.
Shall we boost your e-commerce?
Request a conversation with one of our consultants by clicking here! And a specialist will contact you shortly.
