2. Keyword Research

Keywords impact almost every SEO related task, and without them, it’s impossible to optimise your product and category pages, site architecture, and URLs, for example.

In-depth keyword research is important because it impacts all optimisations moving forward. You need to rank for the right keywords – not just for any that will gain you traffic – but ones which will turn traffic into sales.

Using an analytics tool like SEMrush enables you to collect information such as average monthly search volumes, keyword fit, and high ranking keywords which can lead to conversions.

If you find that with some keywords you would be competing with much bigger companies in the market, you could look at longer-tail keywords to compete for.

Transactional keywords target those customers who are ready to buy, yet some customers are on your website to browse and are not ready to buy, so you also need to include keywords for that audience. The table below gives you an idea of how the keywords can change depending on the intent.

3. Consistent Content

The future of search is only getting smarter, meaning it’s imperative to ensure your content is relevant, helpful, and of high quality (while including those keywords!) 

Content Marketing and SEO must go hand-in-hand in order for you to stay relevant and be a trusted leader in your field. 

Every ecommerce store should be creating content, whether it be via written blogs, ebooks, video, or audio — content is king. 

The benefits of your content go way beyond higher search ranking. The conversion rate for websites with content marketing is nearly six times higher than websites without it. 

Some users are in the informational stage and want to find out more about the product before they buy it. When it comes to content marketing for ecommerce, first learn about your customer, then you can promote the solution to your customer’s problem(s).  

The frequency of your content is vital, as seen in a recent study outlining the impact that fewer blogs can have on your traffic: 

Image source

Content Marketing is an organic way to implement keywords and be optimised for search engines, which is vital when you learn that up to 80% of users ignore paid search results.

Top Tip: You can also update old content on your website to increase traffic and encourage sales.

4. Link Building

Google doesn’t just analyse your website’s content, it now looks at how many people have linked to your content, and further to that, it looks at the quality of the links.

The more reputable sources which link back to your content, the higher position you will rank on Google. 

A link building strategy enables you to not only build relationships with key influencers and establish your brand as a leader in your field but also to increase traffic and improve lead generation.

Using an online tool such as AHRefs, you can check another website’s authority and relevance and determine if it is a ‘high quality’ link worth pursuing. 

It should go without saying, but bad links are detrimental to your SEO success.

Link building techniques are in abundance. However, they can include:

* Blogger/influencer outreach – for example reaching out and asking for reviews of your products

* Content creation that’s shareable i.e. press releases, long-form blog how to’s, podcasts, and infographics

* Guest posting to sites of a similar nature

* Attendance at events, being shortlisted for awards, etc means your company link will feature on those websites

* Internal linking – providing your audience with further reading options within your content. To be optimised, your links must be relevant and use clear anchor text.