It’s a startling fact that over 80% of e-commerce ventures fail. The reasons can be a lack of adequate investment, products that do not meet customer expectations or lack of traffic and conversions. While funding requirements and product quality issues need to be met head on, generating enough traffic requires your SEO campaign to deliver. A proper SEO campaign needs a large assortment of skills that may not always be possible for startups to bring together. It thus becomes crucial for e-commerce business owners to avoid some of the most common SEO mistakes:
Here’s Why We Think Your SEO Campaign May Fail…
Poor Architecture of the Website
Properly organizing and arranging the web pages is important for all websites and especially for e-commerce sites, because both visitors, as well as search engines, need to find and identify the important areas of the site. A good rule to follow is to ensure that each and every webpage should be within three clicks from the home page. Most often web developers do not quite understand the browsing behavior of visitors and implement solutions that have no real basis, and usually comprises a category of all products with successive sub-categories leading from it. Most users do not have the patience to jump from one category to another a number of times till they find the stuff they want. It is important to remember that all content should be accessible by visitors in not less than three clicks. Search engines too will love the short access path to products for easy indexing.
Poorly Structured URLs
When web developers use long URLs containing characters and digits that are not clear to users, it has the effect of confusing Google too and leads to page rankings decrease. According expert’s recommendations, the best way is to structure URLs in such a way that they make sense in English, describe the page accurately yet be optimized with the inclusion of the relevant keyword. Not only will visitors be clear about the page link, Google too will be happy as it can crawl and index your pages more precisely and faster leading to a positive impact on search rankings.
Duplicate content is easily one of the biggest bugbears of SEO, even though conceptually and practically it is perhaps the easiest concern to appreciate and set right. The problem with duplicate content is that it tends to confuse Google, making it struggle to come to grips with identifying the best page to rank, and which of the multiple versions are relevant. Usually, e-commerce sites are plagued with issues of duplicate content that are caused by URL parameters, the existence of printer-friendly pages, session IDs, and stock product descriptions used by product manufacturers. There are a variety of tools with which you can identify pages that have duplicate content, and then take steps to address them by creating unique content that adds value to readers. Avoid stock manufacturers’ descriptions because there are too many others using it and you will end up confusing the search engines.
Apart from duplicate content, most of the e-commerce sites are also guilty of having thin content – the product descriptions are invariably sketchy. While a few years ago, it was perfectly okay to have around 300 words on the category page or blog, the launch of Google’s Panda algorithm has changed that. Now in order to climb up the search results, your site needs to have lots of rich and informative content that have the keywords inserted in the right context, and in such a way that they indicate the nature of the content. Google now actively penalizes sites that attempt to improve rankings just by including lots of content but which have really no value for visitors. If you want your e-commerce venture to succeed then it is essential that there’s lot of useful content in the core pages, category, and product listings. While there’s no clear agreement on the ideal word count, SEO experts suggest that ideally pages should have at least 1000 words. Of course, when it is not possible to have such large content for every page or product, you should ensure that at least the more important pages qualify. It is very important to ensure that the content is rich in information and contains images, videos, tips, and prices that can help boost the conversion rate.
To ensure the success of your e-commerce site, you need to take every step that will make your site friendly to both visitors as well as Google. Product and category pages should have rich and relevant content so that the rankings get a boost, and visitors are encouraged to spend more time on the site and purchase. And according to a top SEO expert, having this well-attended-to increases your overall SEO rating and hereafter opens up opportunities for better conversion and sales.