Create a Successful E-Commerce Website

Elements of an SEO-friendy Successful E-Commerce Website.

A successful E-commerce website takes time, effort and organisation. But there is help available. Your site can deliver a great service to your customers and do well in the search results.

Over the past 12 years, Online Customer Solutions Director, Rob Wilkinson, has had the opportunity to manage a variety of e-commerce websites. These have offered everything from equestrian equipment to sirloin stakes.

Read more about our OpenCart e-commerce service here.

Most e-commerce sites suffer from similar issues. Usually, the problems are connected to how the business owners approach the development of their e-commerce platform. User experience and aesthetics are often placed way over search engine optimisation.

When sites overly focus on function and forget about optimisation, they lose opportunities to attract and convert new customers. A blend needs to be found.

E-Commerce Optimisation Recommendations

Unique product descriptions

Many e-commerce websites are looked after by people that are experts on their product. However, these people aren’t usually up-to-date with what SEO is or how it works.

Product descriptions are often light on detail and pulled directly from the manufacturer. This means there will be many other sites doing the same thing.

Your product description needs to be engaging, informative and unique. If it is, your site stands a good chance of being able to rank well. Although there are many other SEO factors to consider.

Try to create 250 to 300-word descriptions that speak to your target audience’s search intentions. Also, frame the products in environments where they are best suited.

Product Reviews from Customers

There are many reasons why customer reviews are essential. They are an excellent way to highlight relevant content on your product pages. They also build credibility and trust in your site, drive repeat business and they are free.

Potential customers really value online reviews. If your site has a number of positive reviews for each product, Google treat it kindly and other customers will convert more easily.

Relevant Search Query Optimisation

To allow search engines to understand all about your products, optimise them by name. Avoid using codes, colours or sizes to optimise your website pages. This will lead to duplicate content within your site. For example, use “Mens-Running-Shorts” rather than “Shorts-black-large”

Include brand names in your title tags, meta descriptions, image alt tags and header tags.

Keyword Stuffing

Product pages crammed with keywords instead of quality content does not help improve search engine authority. Mention keywords because they are relevant. Descriptions that that help your visitors and describes the products will improve user engagement, enhance the organic authority and drive conversions.

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E-commerce shopping online
E-commerce Shopping cart

E-commerce sites tend to have more images than most other websites making them more visually attractive. Good images are essential and support the product description. It is important to include relevant alt text with the images so search engines know what the images show.

Search engines need to understand what each picture is of and how it relates to the page. Every image’s alt text needs to describe the product image. Include a key term that you’re trying to rank for as well as your store name.

Unique Titles

Title tags allow search engines to understand the content of specific landing pages.

Avoid creating duplicate titles across your site by forgoing the use of manufacturer or vendor titles, as these are likely the same titles they have sent to your competitors.

SEO Friendly Urls For E-Commerce Sites

Instead of including item numbers or category IDs in your URLs, try to use the actual product names that are easily understood by potential customers. URL’s that are built with users in mind help customers and search engines navigate your site.

Meaningful Descriptive Categories

Your primary and subcategory pages should have enough content to be considered authorities. Include social sharing buttons, information that resolves common questions. Make sure you speak to your intended audience.

XML sitemaps

An automated XML sitemap updates when changes are made to your e-commerce website. Product or category changes are updated so the next time the robots crawl your site, they pick up the latest inventory.

Each time new products and categories are added the sitemap refreshes. This is the best way to ensure that all of your items are indexed by Google.

OpenCart and others offer automated sitemaps. Read more about how to start selling online here.

Content development and internal linking

Buyer guides, FAQ’s and educational content help attract visitors and connect them with your products.

E-commerce sites that link articles to a specific product or category page help teach visitors about your products and service, this transfers organic authority throughout your site.

Redirects

404 errors, or page not found, wastes organic search results and frustrates customers. E-commerce owners need to keep on top of their online catalogue and redirect to a newer product model or category page.

Page speed

Because slow sites are irritating to users, Google ranks faster-loading websites higher than slower ones. A fast load time leads to happier customers (conversion) and better search results (ranking).

There are several tools to measure the loading speed of your website – use your favourite search engine to find them!

Markup and Schema

Your webmaster will be able to tag your pages to highlight product name, price, availability, description and image. Data highlighting leads to enhanced search results for people looking for your products. Google provides tools for uploading a product catalogue to Google shopping resulting in more search result options.

Schema.org offers a library of structured data markup that search engines use to offer online consumers more information around a particular product.

Running Your Own E-Commerce Site

Contact us today to find out how we can help you start selling online.

Online Customer Solutions provide successful e-commerce websites to a range of businesses in the UK.

Affordable Web Design Services Manchester

Looking for affordable web design services? Templates and open source platforms are the answer. Affordable website design and development can start from as little as £150. Perfect for small or micro businesses.

Open Source content management systems (CMS), for example, WordPress, are great for creating high quality, low-cost websites. Installation and running of a WordPress site is free. However, the domain name, hosting, setup, template cost and customisation are all chargeable.

It is possible to do all this yourself. However, if you are busy doing the day job, affordable web design services can be a good choice.

Affordable Web Design Services – E-Commerce

Read more about how to start selling online here.

Like most things, the simpler something is and the less time it takes, the cheaper it is going to be. But even for complicated e-commerce sites; using open source platform, for example, OpenCart, can save a lot of time and money. Just that setup and customisation is going to take a bit longer. Find a good web development service and it can be easily affordable to get your shop up and running within a few weeks.

Remember, having a website doesn’t mean everyone will suddenly start visiting it. Have a look into search engine marketing!

Find out more

Based in SK8, just south of Manchester in the UK, Online Customer Solutions provide solutions to a range of business but specialise in helping small businesses grow.

Contact us today, we can advise and provide a range of services, from setting up a website, to improving online marketing and conversions.

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Measuring your Conversion With Google Analytics

The first step in improving your website, is to measure what is currently happening. Google Analytics is a free service that shows you: how many visits does your website get; which pages do visitors look at; how do they navigate round your site, and much more.

Online Customer Solutions provide Analytics as standard. With a Monthly Plan you receive a weekly report detailing number of visitors, how they found your site and goals completed.

A ‘Goal’ is defined as the sites objective. This could be a sale, enquiry, sign-up etc. Every site can have a number of different objectives or Events. You can drill down into how the visitor reaches your site and how they navigate to complete the goal..

Reporting is essential to discover which advertising is working. You could be spending 15p a click on a display advert and be delivering 100 visits per day, but if non of them are converting into a goal, something needs to change.

Alternatively, you could be spending £4 a click on a very specific campaign, not delivering many visitors, but if those visitors are converting into Goals, then this is working.

What the Goals are, and what they are worth to you can be configured to provide additional insight. It could be that you are running an e-commerce site. The value of the Goal is the value of the shopping basket. Google also has an e-commerce plug in, that enables you to send product information as well as price on conversion. So you have complete visibility of your return on marketing spend.

Find out more

Online marketing company in Cheadle : Online Customer Solutions, provide websites, SEO and online services to help businesses grow. We work worldwide with businesses small and largeContact us today.

make sales online with online customer solutions
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