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How to Increase Search Traffic to Your Ecommerce Site

Search traffic is the lifeline of any digital business when it comes to finding new leads, expanding into new markets, and growing your overall business.

Ecommerce platforms can especially benefit from leveraging search engine optimization in order to enhance reach, improve engagement, and therefore improve the bottomline.

SEO still matters

With oft-changing search algorithms, there is usually an ongoing debate over whether or not SEO efforts are effective. Even with word that Google might soon again revamp its algorithm in favor of a laissez-faire approach to SEO (meaning any SEO will be considered a negative), web traffic seems to agree that publishers and marketers will still benefit from optimization.

For instance, 30.5% of ecommerce traffic originates from organic searches from Google, Yahoo, and Bing, by some estimates.

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When you optimize your site to be indexed by Google and other search engines, you will need to keep abreast of certain trends, so that you can likewise adopt these to your needs.

Let’s look at a few key steps that ecommerce businesses can take in order to strengthen their SEO to improve their online ROI.

Find the right content strategy

As any online marketer knows, SEO is pointless without a proper content strategy in place. Using the right kind and length of content, choosing the right images, and sharing the right information are all crucial to attracting relevant users.

Video and long-form content are both popular among users, for instance. Short product pages with minimal images are no longer attractive. Instead, customers are looking to see as much information as possible so that they can make the most educated decision.

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Amazon is a great example of an ecommerce site that thrives on its long-form product pages. Each of its product pages is packed with detailed descriptions, multiple pictures, product reviews, and upsell / cross-sell opportunities.

Ultimately, allowing your customers to have a wide variety of content to choose from is appreciated and will go a long way.

Optimize Your Website Infrastructure

Another key factor in successful SEO is having a strong infrastructure to ensure that your website is protected against attacks and outages. Google’s bots are fond of fast-loading web pages since this improves user experience, especially on mobile devices. Page loading speed and navigability are therefore important in ensuring Google marks your website as mobile-friendly.

Additionally, hardening your infrastructure against spikes and overloads will enable it to withstand surges in traffic. The last thing you want is for your website to slow down or crash in the middle of hosting a user spike.

A faster and more reliable web infrastructure enables e-commerce brands to provide optimal speed and user experience for its customers. There are several ways to enhance your web infrastructure. For instance, a CDN can significantly reduce page loading time and enhance usability. This also reduces bandwidth consumption, thus reducing cost for your e-commerce business.

To check if your service is up to speed, you can use performance-testing applications to help identify potential bottlenecks in your site infrastructure before they occur, allowing you to solve the problem before traffic spikes.

Make the Shopping Experience Engaging

Any boring ecommerce site is not likely to attract customers nor generate sales. Your products and interface will need to be engaging, to attract customer to learn more and eventually buy.

An added benefit of improving engagement on your e-commerce website is that users will be more active in sharing content on social channels. This makes your site more visible to search engines, and will also help improve word-of-mouth marketing among your users’ social networks.

To help in managing social engagement among users, you can also deploy a social media dashboard that can enable you to keep track of discussions, schedule social posts, as well as engage with your users who need customer service and support.

Read next: 24 of the Best Ecommerce Website Designs to Inspire You

Nurture Relationships Beyond Leads and Conversions

Ecommerce stores don’t have the opportunity of interacting with their customers in person. Therefore, you should nurture relationships with your online leads. You can deploy a customer relationship management platform to keep track of customer actions and contacts.

In addition, you can utilize email marketing to keep customer coming back with return purchases. Use email marketing platforms to reach out and engage to targeted portions of your user base. It can integrate with your CRM, making it easy to identify users, group them in categories, and design a conversion path that’s specific to your users’ preferences.

Monitoring your users’ behavior allows you to constantly learn, tweak and optimize your customer relations strategy.

The Takeaway

If you are looking to revamp your SEO strategy for your ecommerce business, it’s important to follow relevant trends and act quickly to optimize your content and infrastructure for improved search visibility and engagement. With the tips outlined above, the next questions will be simple: What steps will you take in optimizing your ecommerce service?

Rotem Gal

Rotem has a long track record in inbound marketing, strategy and online brand development. With a focus in building digital and social media engagement, Rotem helps brands to expand their online brand footprints. Rotem is the VP Sales of InboundJunction, a premium content marketing agency in Tel Aviv. You can connect with him on LinkedIn or follow him on Twitter.

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