Ecommerce Branding: How to Attract Shoppers and Build Loyalty
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Statistics have proven the importance of optimizing an online business for organic search engine traffic, otherwise known as SEO. Are you missing out on growth opportunities by neglecting an entire segment of potential buyers? Disregarding SEO opportunities can put a business at risk of being completely overrun by competitors whom are actively working to leverage SEO opportunities. It’s understandable that implementing proper SEO techniques can be overwhelming for some, while others can find it difficult to schedule the time needed to see consistent results. To help, we’ve compiled a list of five ways to quickly improve SEO for your online store.
Although the specific algorithm that search engines use to rank websites is unknown, the following practices have been generally agreed upon by the SEO community to produce positive results. Apply these helpful tips to improve your online presence and increase your reach.
Identifying keywords and phrases that relate to your business is important because search engines use them to attribute web content relevancy with search queries. Having a record of keywords readily available can help ensure these terms are applied to online content whenever possible. Google’s Keyword Planner is a great reference tool to aid you in discovering key terms that are applicable to your business when using Google AdWords. There are several other free and paid third party tools you can also use to put together a comprehensive list if you choose not to use Google AdWords.
Apply the previously identified keywords and phrases to page titles, meta descriptions and alt tags to encourage search engines to rank your online content for relevant search queries. Maximize search performance by following best practices as it relates to length and structure, and ensure each page title, meta description, and alt tag is unique. Incorporate schema markup and display rich snippets like product reviews and pricing in search results for added SEO benefits.
Rewrite or add on-page copy like category headers and product descriptions using the keywords and phrases you’ve identified. It’s important that the content is unique and consistent throughout your website. Stay ahead of your competition by avoiding the factory-provided descriptions for your products. Instead, use on-page copy as an opportunity to share your company’s unique voice, while also providing helpful product information to your shoppers. Strive to include at least 200 words of unique, helpful copy on every page to maximize search engine results.
Understanding how Google and other search engines assess your website is crucial in optimizing your website’s search performance. Webmaster Tools are generally free and confirm whether your online store is adhering to best practices. Additionally, you can utilize these tools to request that the search engines crawl and index new or updated website content. Remove duplicate content, correct broken links, and resolve malware and spam issues to avoid penalties that can hurt search rankings. Login to your Webmaster Tools frequently to identify and resolve issues quickly.
For an easy win, share your business information with Google, easily the most popular search engine in the world. Create a “Google My Business” account for your brick and mortar store. Include business details like store location, hours of operation and website URL to help you rank for the popular “near me” search queries that have become so prevalent. A “Google Brand” page is the equivalent for businesses that strictly operate online. Spending 20 minutes setting up one of these pages can contribute significantly to the long-term success of your business.
Implementing these five steps into your online strategy can help drive traffic to your online business. Reference Miva’s online documentation center for practical steps on implementing some of what we’ve outlined above on your Miva store.
Review our How-To Guide on managing meta data, along with other helpful resources.
Jacob Carpinelli began his eCommerce career in 2007. Since joining Miva in early 2013, he has been the main point of contact for hundreds of entrepreneurs looking to market and grow their online businesses. In Jacob’s current role as Miva’s Enterprise Account Executive, he fuels client growth by providing enterprise level consulting based on best practices, industry trends and strategic analysis.
Miva offers a flexible and adaptable ecommerce platform that evolves with businesses and allows them to drive sales, maximize average order value, cut overhead costs, and increase revenue. Miva has been helping businesses realize their ecommerce potential for over 20 years and empowering retail, wholesale, and direct-to-consumer sellers across all industries to transform their business through ecommerce.