Ecommerce SEO can be tough when you’re trying to improve the conversion rate for your ecommerce store and reduce shopping cart abandonment, but that’s why the right ecommerce SEO service has proven over and over again to be the perfect fit for an ecommerce website.
After all, the internet has proven to be the go-to place for consumers looking for convenient shopping alternative and ecommerce platforms offer exactly that. By focusing on ecommerce SEO, you’ll make sure that your target audience can find your shop and locate the products they need.
A lot of marketing managers and executives who come to us looking to grow their ecommerce business with a top SEO company have previously found it difficult to scale growth with their in-house team or current outsourced solution. This can be due to a poor Ecommerce SEO campaign structure, disorganized ecommerce web design, and many other reasons, but the result is always the same.
Want to see what Fannit can potentially do for your ecommerce store? See our ecommerce case study.
Predictable growth from ecommerce SEO is not just about doing general SEO work, writing content, link building, or improving your website as an ecommerce website design company. Fannit and other ecommerce SEO agencies make sure to create a custom ecommerce SEO strategy that takes advantage of your current strengths and improve weaknesses. This means that you need a custom search engine optimization solution and marketing services from a reliable SEO agency to scale your growth.
What is Ecommerce Organic Search Marketing?
Before covering the importance of ecommerce SEO, we have to understand the concept behind search engine optimization (organic search marketing) as well as the ecommerce definition. Like with other industries, ecommerce search engine optimization (SEO) is the practice of ensuring that your website ranks on the top of the first page on search engine results pages.
Search engines such as Google and Bing scour the internet in order to provide users with the best results based on their queries. By ensuring that your website has the right structure, link building strategy, keywords, and other elements working synergistically, you’ll increase your chances of search engines giving you a good ranking.
There are many tactics that you can implement in your ecommerce marketing including SEO, PPC, and other approaches. Ecommerce SEO stands out because it’s not as expensive as PPC, but it has the potential to generate a large number of visitors and sales.
Furthermore, the variants that influence your SEO rankings change over time, so you also have to pay attention to new trends that shape the industry. For example, having your phone number was once considered a crucial part of Ecommerce SEO, but that practice has taken more of a secondary role in modern search engine optimization.
The Importance of Organic Search Optimization for Your Online Store
For many stores, website orders already make up a large chunk of their business. Every day, millions of consumers place online orders through computers, smartphones, and other devices, so you have to make sure these users can find your website.
Having a strong Ecommerce SEO plan can do much more than boosting your ecommerce sales. Modern consumers like to know everything they possibly can about a product, its manufacturers, and the platform where it’s being purchased. Good ecommerce SEO can ensure that your customers have the right information available to them whenever they research the products on your website.
In addition to making a purchase, people also research topics like reviews, comparisons, alternatives, usage tips, and much more. If your website is buried in the last pages of Google’s results, the quality of your products and content won’t matter. Your target audience will not be able to find you, so you need to take the steps to attract interested visitors to your website.
Boost Brand Awareness
One of the beauties of ecommerce SEO is that it can do many things at a time. If your website loads quickly, has quality content, and is easy to use, it can have a positive effect on the way your brand is perceived.
Ecommerce SEO is a great branding tool because it ensures that the tone, content quality, and other elements of your brand’s identity remain consistent across Google and other popular channels.
A well-crafted plan developed by a knowledgeable ecommerce SEO company will work on improving the current content on your site and ensuring that all future pieces meet the same quality standards. This is a crucial part of a good SEO plan, but we’ll talk more about this later.
Build the Marketing and Sales Funnels
As most ecommerce store owners know already, some purchases can be placed in a matter of minutes, while other consumers may choose to wait days, weeks, or even months to complete a transaction. By developing your sales and marketing funnels, you can visualize where buyers stand in their journey and design an approach to move customers further down until they complete their purchases.
In addition to speeding up the process, developing your sales and marketing funnels through SEO allows you to create a predictable model for your company. You’ll have an accurate estimate of how much income your ecommerce store can potentially generate, so you’ll be able to place orders in advance and plan accordingly.
Improve the Quality of Your Website Content
Optimizing content and creating useful resources for your customers is a key component of Ecommerce SEO. This applies to your entire website, so bolstering your ecommerce SEO will automatically improve the quality of your website content.
Keep in mind that, in this context, the word quality can refer to the length, quality, and format of the writing. Google and other search engines tend to give higher rankings to companies that have long-form content that is relevant, actionable, and well-written.
Your team of ecommerce SEO experts may also reorganize the content on your site, break it up using headers, and format it in a specific way that allows Google to read your website easily.
Implement Long-Tailed Keywords and Other Advanced Tactics
Google estimates that 15% of searches are unique, which means that the search engine has never seen the same word combination. Aiming to attract consumers that use conventional keywords means you’ll be competing against the entire industry. But, a solid ecommerce SEO strategy can help you target consumers running unique searches by implementing long-tailed keywords and other advanced tactics.
Because SEO is an ongoing process, your ecommerce store has a strong chance of being one of the first platforms to ride the next big trend. This makes a lot of sense seeing as new technologies, materials, and products are being developed every year. Consumers are constantly looking to learn about innovative products that enhance their life in one way or another and Ecommerce SEO can help you find out what these will be.
Ensure a Positive User Experience
Your ecommerce store should be intuitive, easy to navigate and create a good overall experience for its visitors. This directly affects your rankings in search engine results pages, so improving usability and creating a good experience for your visitors is a crucial part of good ecommerce SEO.
Most internet searches worldwide are carried out on a mobile device. Billions of consumers use smartphones and tablets to research products every day, so you need to have a website that is easy to navigate on all devices. Ecommerce stores with responsive web designs allow mobile and desktop users to browse and place orders comfortably, creating a seamless experience across all devices.
Reduce PPC Costs
Good ecommerce SEO can go beyond your organic results because it can also across your PPC campaign. Search engines like Google take the quality of your ecommerce store’s SEO into consideration when calculating your cost per click.
Implementing the right website architecture, cutting load speed, and establishing other good SEO elements can translate into lower PPC costs, so you can allocate the money to running more ads and reeling in more customers.
Increase Added Value for Customers
In their most conventional forms, ecommerce stores are regarded as a place to buy products. By packing your website with good SEO elements and valuable content, you can transform your ecommerce store into a thought leader within different industries and become the go-to for customers to learn more about the products you sell.
Creating value for customers doesn’t only give you a good reputation, but it also has tangible results. By partnering with the right Ecommerce digital marketing agency, you can implement effective lead acquisition tactics within your SEO plan and make sure that you collect information that you can use to launch remarketing campaigns.
Creating ebooks, guides, and frequent newsletters filled with information is a great way to attract users and convince them to exchange valuable information for access to these resources.
Advantages of Working with a Team of Ecommerce Organic Search Marketing Experts
The world of SEO moves at an incredibly fast pace, especially if you run an ecommerce website. Google and other search engines are constantly making changes to the way they rank websites, so you have to stay up to date with these updates and evaluate how they affect your Ecommerce SEO plan.
This alone is a full-time job, so adding this to your workload while having to negotiate with providers and take care of other parts of your platform is not a sustainable approach. Many ecommerce websites keep SEO in-house and do a great job setting everything up, but eventually, the up-keep becomes too overwhelming for a small team with limited resources.
Hiring an ecommerce SEO company is a great way to address your need for online marketing without putting all the stress on your core team. Companies that offer ecommerce SEO services understand the way search engines rank ecommerce stores, so these firms can help you implement the right changes to attract more organic traffic.
Other benefits of working with an ecommerce SEO company include:
Tailored Ecommerce Organic Search Marketing Strategy
To be effective, ecommerce SEO services need to take your store’s unique requirements into consideration. Just like physical stores, each ecommerce website is different and thus needs to be evaluated separately in order to find the best approach. The ecommerce marketing agency or team of ecommerce SEO experts you choose should create a customized plan that allows you to achieve your ranking and financial goals while staying within budget.
Ranking on the first page of Google’s search results is challenging at best, but it can be achieved as long as you have the right help. When creating an SEO campaign plan, also remember factors that will affect your efforts indirectly, like your social media presence and the services you have available through social profiles.
Reliable marketing companies that provide ecommerce SEO services strive to keep you in the loop at all times. Whether it’s suggestions for better performance, updates on the current outlook, or ideas to help you reduce expenses, working with an SEO agency will help you know where you stand and what needs to be done at all times.
Reduce the Impact of Search Engine Updates
Every year, Google releases a series of big updates, or changes to its ranking algorithm, which usually alters the way they previously ranked websites. As a matter of fact, smaller updates are introduced almost every day, so you have to constantly monitor your page’s performance to ensure it’s not negatively affected by one of these algorithm changes.
By working with a company that offers quality ecommerce SEO services, you’ll stay up to date with any significant changes and make sure your website’s ranking remains steady even after a big update.
Ethical Lead Acquisition and an Organized Approach
There are many different ways ecommerce companies can acquire leads or online traffic, but not all visitors are the same. Although you can easily purchase traffic, this practice usually results in empty traffic that yields poor conversion metrics. Furthermore, pages with poor quality traffic have high bounce rates, so Google may think that your website is not good enough to be on its search engine results page.
Leads acquired using organic channels and other ethical techniques tend to be more profitable and usually have an impact that goes beyond a one-time purchase.
When users find your website due to good ecommerce SEO, read valuable information about a product, and get to buy it at a good price, you are creating an easy, pleasant experience for your customers. This, which is part of creating a great customer experience, which translates to happy visitors who are willing to purchase something else or tell a friend about their experience via a review.
Like all promotion efforts, your digital marketing strategy must be organized in order to be effective. Search engine optimization encompasses a wide variety of practices, but attempting to make all of the changes at once can take a significant amount of time and have adverse effects.
Instead, you need to create a structured ecommerce SEO plan that includes conducting keyword research and implementing better content gradually. Regularly updating your site will tell Google that you have up-to-date content, which increases your relevance score as well as your chances of being ranked on the first page. These are just two small steps in your plan, so make sure you coordinate and allocate resources to the areas where they will have the most impact.
Predictable Pricing and Comprehensive Reporting
One of the biggest advantages of working with an ecommerce SEO agency and running ecommerce SEO campaigns as a whole is the ability to create accurate forecasts for your business performance. Whether it’s through seasonal patterns, by building a sales funnel, or identifying new trends, search engine optimization gives you the information you need to visualize what will likely happen in the upcoming months.
Collecting raw data without an ecommerce SEO agency is possible, but this is where it gets interesting. Your ecommerce SEO team can parse the information and condense it in the form of easy-to-digest reports. Besides the SEO work, your marketing team can also generate resources that guide your decision-making process.
Why Should You Focus on Finding the Best Ecommerce SEO Specialist?
There are hundreds of companies that offer ecommerce SEO services, but it’s important to choose a firm that has a proven track record with online stores. Ecommerce websites are unlike any other digital platform because consumers expect a perfect blend of aesthetics, usability, and security. This means that you have to find an ecommerce marketing company or ecommerce SEO agency that understands the way your potential clients behave and what they expect when looking for an ecommerce store.
Ecommerce SEO companies that take the time to understand your company and listen to the goals you’ve set for your ecommerce store produce better results because they don’t the same strategy with every website. Fannit has helped ecommerce store owners exponentially increase traffic and conversions by making improvements to their web design, content on their product pages, and other parts of their store that directly affect their SEO performance.
Successful Organic Search Marketing Requires Mastery of the Right Tools
Perhaps the most challenging part of establishing good ecommerce SEO for your store is the need for a vast skillset. Good SEO includes backend elements like coding, content, image selection, design, user experience, and dozens of other parts. For this reason, you need an ecommerce SEO agency that can produce quality content, attractive graphic elements, functional websites, and fulfill many other tasks, which in turn require mastery of the right tools.
At Fannit, we’ve spent decades curating the internal processes we use within each ecommerce website SEO project. Our team of search engine optimization experts has received training in a variety of platforms, including keyword research tools, tracking software, sales management software, and other resources that help us deliver better service.
Regardless if you currently rely on search engine optimization to generate traffic, there is no denying the fact that it can give your ecommerce store a solid performance boost. But, what many SEO companies don’t agree on is the best approach to achieve ecommerce success.
Fannit believes that content is at the heart of the best ecommerce SEO campaigns. Yes, link building, web design, shopping cart software selection, and social media all play crucial roles. But, the copy on your page brings everything together while also increasing the number of visitors you receive, making it the single most important variable in your SEO campaign.
If you are having trouble developing well-written content, contact us today and we’ll be glad to help.
How to Choose an Ecommerce Organic Search Agency for Your Business
Choosing the best SEO company for your online business is not always easy. There are many different ecommerce SEO agencies to choose from, so you need to take your time and find the right fit.
Before deciding what ecommerce SEO company you want to work with, you should get in touch with the candidates and learn more about their services. After all, the company you choose to work with will try to place your at the top of Google’s search results by improving web design and other areas of your platform, so you want to find out as much as you can before finalizing any deals.
Some of the details you may want to learn more about include:
Scope of Work and Ecommerce Track Record
Like in any other business, not all SEO agencies are the same. Some ecommerce SEO companies provide a full stack of services thanks to the size of their internal team. Others will only be able to serve certain roles within your SEO campaign due to their lack of resources. So, it’s important to gauge an SEO company, learn more about its capacity, and make sure you choose a firm with enough power to keep up with your store’s growth.
Ecommerce SEO agencies that have achieved first page results for their customers can replicate this model and help similar platforms succeed. Looking for a company that has a proven track record working with the best ecommerce platform providers can increase your chances of getting positive results. But, you have to take the time to assess each company and review their previous projects.
Fannit has helped many clients operating in a wide variety of industries optimize their ecommerce website and exponentially increase the amount of organic traffic flowing through their sites. Check out our ecommerce case study to find out more about our approach and the results we produce!
Specific Approach Used for Ecommerce SEO
Every ecommerce store requires a unique SEO plan. That said, your SEO expert should have a solid idea of the different elements required for top rankings in Google’s search results. You should ask your candidates to conduct an audit and break down the different techniques used in their ecommerce SEO services.
Website, SEO, PPC, and other methods can all be part of the equation, but make sure you ask your digital marketing expert how they plan to combine these into one holistic campaign.
Reporting and Optimization Practices
How often will you get reports? Is your campaign optimized on a regular basis? Will you get tangible information such as return-on-income statistics with reach update?
In addition to ensuring that your ecommerce SEO campaign management provider delivers timely reports, you should also ensure that this information is valuable. Vanity metrics give you a sensation of security, but they are not a good way to gauge the performance of your ecommerce website. Before committing to a company, it’s important to establish a reporting scheme that allows you to make informed decisions for the betterment of search results rankings.
Setting the Right Collaboration Structure and Results Expectations
Working with the best SEO company requires more collaboration than simply sending emails back and forth. For the partnership to be effective, your marketing team should become an important part of your business that allows you to make smarter decisions and produce better results.
This means that you have to set up direct communication lines, assign the employees that will be responsible for approving content, and create a collaboration scheme that works for both your SEO agency as well as internal team members.
Elements of a Successful Organic Marketing Plan
Now that we’ve discussed the importance of having good ecommerce SEO for your business and things you should look for in an ecommerce SEO marketing agency, we also wanted to cover three basic elements that are present in all successful ecommerce SEO campaigns.
We are not saying these are the only necessary elements for a successful campaign. On the contrary, focusing on these three alone will not likely yield higher traffic or better conversions. Instead, the elements listed below work as a solid base that, when combined with quality web design and other important SEO elements, can place your website close to the top of the rankings and bring more business to your store.
Unique Keyword-Rich Content
Keywords are the terms that consumers use to search for the products they are interested in. The only way to connect with users looking for your products on Google is to use the same terms in your content.
With this in mind, the average ecommerce company doesn’t always produce unique content. It’s easy to fall into the trap of using content provided by the manufacturers on your website. Unfortunately, having duplicate text, which is content found somewhere else on the internet, can result in lower rankings.
This is the reason why using the right keywords to produce original content is the only approach that can produce the best results.
Internal and External Link Building
We haven’t yet covered link building in this article, but this practice is essential for your SEO rankings. The right internal link building, which can be defined simply as how well your website flows from one area to the next, will help Google read your page more efficiently.
Internal link building is necessary for good SEO, but you also have to work on external links as well. Linking back to quality pages can help give your business website a better score in the eyes of search engines. Similarly, ensuring that only quality websites link back to your pages will make search engines associate you with these sites, put your ecommerce store closer to the top.
Periodic Conversion Optimization
The main goal of all ecommerce campaigns is to get customers to purchase a product and each sale is considered a conversion. Optimizing for conversions means looking at how most of your sales occur and making sure that more of your visitors follow the same pattern.
For example, if you notice that most of your conversions come from pages that are organized in a certain way or were written in a different tone of voice, you should test this model on other sites. If it provides positive results in other parts of your ecommerce platforms, you may have found the setup you should be optimizing for. In other words, this should be the way you structure and build every page so that you can get more business out of our site.
Ecommerce Organic Search Marketing Best Practices
As we’ve covered extensively in this article, the combination that results in good SEO includes a large number of different variants. Instead of shooting in the dark, you should devise an approach that encompasses different areas and tweak these elements until you see the results you want.
Here’s a set of best practices that can help you find the right balance.
Focus on Home Page SEO and Optimize Product Pages Regularly
The concept of SEO should be applied to the entirety of your website, including your home page. Many website store owners fall into the trap of only optimizing the page or pages that perform best. Sure, this may give you a bump in individual page performance, but it will take a long time to establish a good ranking with such a narrow scope.
Instead, you have to invest time and energy into optimizing your home page as well as other parts of your platform. Like with your product pages, generate valuable content and tell visitors why your business stands out from the competition.
Optimizing your product pages once or twice is not enough to maintain performance in the long run. Product pages should be monitored and improved on a regular basis. In addition to keeping information accurate, regularly following an optimization schedule is a good way to tell Google that your content is relevant to your audience’s searches.
When optimizing your product pages, keep conversions in mind. The main goal is to convince users to purchase the product being presented on your product page, so try to make changes that gently herd visitors in this direction.
Meta Title and Meta Description
The meta title and meta description help Google determine what your page is about. These two pieces of information are visible on the result page after users run a search for a business, so it also influences whether people click on your link or not.
Meta descriptions should be formatted in a specific way and include keywords relevant to your product. While adding a phone number is the norm in certain industries, using these fields to provide engaging information usually produces better results for ecommerce platforms.
Image and Video Optimization
Regardless of the products, you sell on your website, having high-quality images and videos on each product page can improve the performance of your website. When consumers search for a product online, they rely on the images you provide to decide if they like it or not.
But, you should go a step further and optimize the names of the images and videos so that Google understands just how relevant they are to your site,
Ecommerce platforms are mostly used for purchasing stuff, but it doesn’t mean that your business website can’t be informative as well. If your visitors like your products, but want to find out more about the materials and other details, sending them to another site or forcing them to look elsewhere for this information can disrupt their entire buying process.
If you have a strategically-placed FAQ, you can answer key questions at crucial times during your audience’s decision-making process. If you are not sure what FAQs you need to include on your business website, your SEO team can help you find the most popular questions trending on the web.
Is Organic Search Marketing Expensive?
When it’s time to take an important business decision, the cost of the investment is always a factor. Online stores and other websites that successfully practice SEO combine a wide variety of elements, so most agencies provide tailored plans with different costs.
There are many elements that will affect the cost of your efforts. At Fannit, we are upfront with our customers, so we like to start by explaining the three different things that can influence the price of your marketing efforts.
Expenses and Services You Opt For
Ecommerce expenses refer to the base cost of running PPC ads, generating SEO content, producing graphic elements for your campaign, and other key tasks that become the staples of your approach.
Creating quality pieces that your audience deems attractive may seem easy, but it takes a lot of work and resources. This practice has a profound impact and it can change the way consumers see your brand, so it’s well worth the investment.
Setting up social profiles, managing ecommerce PPC campaigns, and monitoring SEO are essential on-going tasks. Having a marketing specialist take care of all these can take the pressure off your shoulders and improve the performance of your campaigns. That said, remember that this will also increase your marketing costs.
With this in mind, the more resources you invest in your online store, the higher the chance of attracting potential customers, so it’s also worth evaluating how profitable each service may turn out to be.
Emergency Services and Additional Work
Flash promotions, new partnerships, and early service rollouts are great examples of scenarios that require emergency services and additional work. Fannit has spent years curating a team of experts that can handle emergency work and deliver the same quality even when faced with a reduced turnaround. These projects are usually out of the scope of the initial agreement, but they always end up as a success for our clients.
Our Approach to Organic Search Marketing for Ecommerce Businesses
Ecommerce is among the most competitive industries out there with thousands of companies competing for those first-page rankings. Learning how to start an ecommerce business is a process, so you need to ensure that you have everything you need to succeed. Working hard is important, but you also have to take the right approach and allocate your resources to the areas that make the most difference.
Fannit has developed a step-by-step approach that allows us to identify the best techniques based on your site’s specific traits and implement changes that will make a difference from the beginning.
Study Your Ecommerce Website and Business Identity
Learning about your company, goals, and business identity allows us to craft better campaigns. Our main objective is to understand what you are passionate about and how you would like to achieve your goals so that we can create an effective plan and set realistic results. We can also help brands that are performing well, but have had difficulties establishing the image they would like to have with consumers.
Analyze the Competition and Industry as a Whole
Once we have a clear idea of your objectives and what your business stands for, we start analyzing the top competitors in your space. We also examine the industry as a whole to see what new trends, rising stars, and other factors are influencing the playing field.
As we’ve mentioned at different points throughout this article, targeting the right keywords is crucial for any SEO campaign, especially in the ecommerce space.
Besides serving as a base for your ads and your content in general, having the right keywords can be the difference between targeting users that are just browsing and attracting warm traffic that yields better conversion rates.
This requires a lot of experience, but our SEO specialists will be able to guide you in the right direction by picking the best keywords for your campaign.
Ecommerce Content Marketing Plan Development
Content marketing goes beyond writing articles and updating your blog regularly. This approach requires the systematic creation of specific pieces that either educate visitors or designed to move them down your sales funnel in one way or another.
Having a content marketing strategy crucial for the success of your entire digital marketing scheme. This should include short and long term goals as well as milestones that help you measure these. We can help you determine the best approach based on different factors and make sure that you have a structure that can grow with your traffic.
Once your campaign plan is complete, we start implementing some of the improvements in the areas that need it most. We also focus on attention on the updates that will have a more significant effect on performance.
The backend of an ecommerce platform is much more difficult to set up than a regular site. In addition to top-notch security and a functional shopping cart, pages also need to have the right structure for Google to read all this information.
The visible part of your website also needs to have the right layout, but this time for human users. Ensure that your pages are easy to navigate and that visitors can seamlessly transition between important pages in your site.
On-page optimization includes everything that users see or that affects their experience. Areas of low contrast, typos, keyword variants, images, load time, and dozens of other elements will dictate how users feel about your platform, so make sure it’s inviting, functional, and, safe
Keep in mind that you can only optimize your site once you have enough data. Companies that took the time to set up analytics may start thinking about optimization early on, but if this is not the case, you will need to wait until you attract enough visitors first.
Almost all digital stores like the content that’s on their site, but this doesn’t mean it’s good for ecommerce SEO. In addition to having the right keywords, content needs to be formatted and written in a specific way that makes it easy to read for search engines. That said, you also have to keep the human element in mind and give your content a splash of personality.
Monitoring, Reporting, and Optimization
The final stage in the process is monitoring your campaign, sending regular performance reports, and optimizing different areas to ensure you get the most from your marketing.
Optimizing the Buyers Journey With Organic Search Marketing for Ecommerce Companies
You need the right ecommerce marketing strategy and execution. In working with ecommerce companies like you we’ve discovered that our custom ecommerce SEO services consistently return an average of 10x what traditional outbound marketing can return in quality lead volume. We’ll show you exactly how we’ve helped other companies improve their digital presence with:
- Better SEO Strategies & Brand Development
- Superior keyword research for your primary and product pages
- Focused Content Marketing Plan
- Higher Quality Lead Generation
- Improved Cart Abandonment Rates
- Better Overall Website Conversion Rates
- Fine-tuned Email, Marketing/Sales Automation
If you want to find out what good SEO can do for your ecommerce shop, contact us today and let’s have chat about it.