Search Engine Optimization (SEO) is often the main sales channel for ecommerce projects, this returns majority of the organic traffic received to these sites. Please read our Ecommerce Report 2017 to know more on this topic.
Each business wants to gain the most out of this source. In this article, we shall point out some unorthodox SEO solutions for ecommerce which can help exploit this channel in a better way.
Conventional SEO implies to have the following traits:
- The semantic core is determined;
- Key requests are optimally distributed among pages;
- The goods catalog is optimized;
- The product cards are optimized;
- Main combinations of product filters are optimized.
Optimized pages must contain good headlines, meta tags, micro layout, and text content. Your SEO is fine if such actions are implemented and return the expected results.
However, doing business can demand fulfilling more ambitious tasks: there is no such thing as too much traffic, and rankings in search results can never be too high. Let’s review a few alternative ways of gaining extra traffic to your ecommerce project.
Approach 1. Not-so-evident Filters
Some products may be divided not by their features but by the needs of end users. In each category, users search for goods by typing “folk” definitions, similar to “granny-friendly phone” or “school tablet”.
Such products are available on the site but are not grouped by such criteria. Therefore, a visitor will have to wade through numerous filters to find the right product. Very often there is no landing page able to facilitate the promotion of this product group according to this type of search request. At the same time, this could account for 5–10% of all traffic in a given category.
An SEO specialist must filter such products for these opportunities and create a separate landing page for them. Specialists should also check search requests in particular categories constantly to identify any unconventional requests.
Approach 2. Thorough Scrutiny of the Catalog
Be sure that all filters are included in your semantic core. A new parameter has probably been added to some products, or a new trend in demand, like a smartphone for the perfect selfie or a LED TV set has appeared.
Existing demand may be lost if such filters are left outside a current promotion. These requests should be coupled with landing pages and furthermore, be optimized.
Approach 3. Better Indexing
New landing pages are often created in quantities within ecommerce to cope with low-frequency or new requests. Search engines index these pages at a slow rate, or even worse, old pages could drop out of the index freeing space for new ones. Also, there are cases when outdated pages need to be deleted from the index and replaced by new ones. At all times, indexing must be under active control to avoid any loss of sales or missed opportunities.
There are two lists of pages you should have for improved indexing:
- Optimized for search results;
- Indexed by a search engine.
Comparing these lists will show you which pages have indexing issues. You can fix these by means of internal linking, XML, and HTML mapping, or including external links to your pages.
Approach 4. Content Marketing for Ecommerce
Content marketing is usually referred to as SEO texts which are created according to the search demand and interest from your target audience. Thus, this main objective is to include your products being found within the search results list by using quality content. Here we can use an example of search interest as “buy a TV set”, “buy an LCD TV” and “how to choose a TV set”.
Content creation which meets the actual interests of your target audience and helps solve possible problems is an even more effective approach.
Let’s consider an example here, an online appliances store has the challenge to sell as many refrigerators as possible. The task for the SEO team will be to reach the widest possible audience.
The team can write dozens of optimized articles with such keywords as “How to choose a fridge” or “Best refrigerator for an office”. But there are two problems here you should pay attention to: first, everyone will be doing a similar thing, and second, such articles are going to be useless to a customer.
Thus, your efforts need to be focused on better content creation and write extremely useful articles for users who are actively looking for a new fridge. This category of customer faces the problem of choice, for example, they may have just moved into a new apartment or house, become parents, or even a change of diet that has made them start looking for a new fridge. Such content and many other opportunities will come with good rankings and will improve the loyalty of store visitors.
Tip: Analyze your customers who read articles on your site. You may find out that the customer conversion rate is higher than you think.
Approach 5. Native Advertising
The quality of external links to your site is very important for promotion. But purchasing these brings zero-profit to a store or a publisher. It is much more important to publish interesting and useful content which will have the opportunity of being posted on the other websites later.
This can be an article about goods or a particular service. For instance, you could write about a calorie calculator with logical reference to your top selling fridge range. One especially effective method is social activity and what your company can locally support in, a good example here could be similar to a campaign of planting trees within the city your store(s) is located within. This example had been organized by Rozetka.ua.
All this can help you gain high-quality links and increase the brand awareness.
Approach 6. Portal Pages by Interest
The items can be grouped by different life situations of your customers. For example, it can be a section with goods for young parents or those who have moved into a new house. You can also create portal pages with products each customer category needs. Or it could be a mini-blog with explanations of the best options for each situation: what should be purchased first and what cannot be forgotten later.
Another possible solution is dividing goods by interests. For example, an Internet store can create a special section for Marvel fans, with the relevant design and items to that theme. If correctly actioned Marvel fans will definitely come back after the first visit and share their experience with other community members.
In conclusion, there is plenty of room for increasing your organic traffic in ecommerce. The easiest and most effective way to cope with this is reviewing your competitors strategy and using new unorthodox methods.