Magento Search Engine Optimization
Search engine optimization (SEO) can make or break any website, but it’s especially critical for eCommerce sites whose success depends on attracting, delighting, converting, and retaining the most consumers. Optimizing eCommerce websites is more complicated than doing SEO for a typical site that doesn’t have hundreds or even thousands of product listings, so it’s even more important to follow a set of best practices to ensure your site is performing at an optimum level.
There’s little room for error when it comes to SEO for your product pages, especially when you consider that getting close to the top of Google search results simply isn’t good enough. Ideally, you should be within the top three positions to significantly increase traffic. Research has shown that, on average, websites ranking on page one of a Google keyword search achieve an average click-through rate (CTR) of 71.3 percent. Page two and three combined only get a CTR of 5.59 percent.
But even more eye-opening is the disparity between the top positions on page one. The number one ranked search result receives an average of 31.24 clicks, while number two drops by over half to 14.04 clicks. Sliding to the number five position results in a CTR of just 5.50 percent. We could delve even deeper, but these statistics alone underscore the importance of spending the time and resources needed for your eCommerce website to win the SEO battle.
Analyzing data, researching keywords and competitors, and implementing the right changes to your site based on your findings are the secret to SEO success. Failing to do so virtually guarantees that you won’t rise to that coveted first position on page one of Google for your company’s most prized keywords. While you must do these things on an ongoing basis to sustain success, you need to focus on three key areas before you can begin doing the SEO work to ascend the Google rankings summit.
Once you have a clear understanding of your eCommerce website’s challenges, keywords, and competitors, you’re ready to implement the following SEO strategies to help your product pages climb to the top of Google.
Create unique product descriptions. One of the biggest mistakes eCommerce websites make is using manufacturers’ product descriptions. Search engines view this as duplicate content. In addition to your website being penalized, Google may not even index it in the first place. Product descriptions are your opportunity to write one-of-a-kind, compelling sales copy to entice visitors to buy your products.
Use long-tail keywords. Long-tail keywords are very targeted search phrases that contain three or more words. Consumers who search using a long-tail keyword typically know exactly what they’re looking to purchase, so a product page optimized for this has a higher likelihood of attracting and converting a customer who’s ready to buy.
Incorporate customer reviews: Product pages with customer reviews convert 58 percent more visitors and increase revenue per visit by 62 percent. That’s because reviews establish credibility and provide social proof to prospective buyers. From an SEO perspective, product pages that feature customer reviews rank higher because Google rewards pages that are frequently updated with fresh, unique content.
Make navigation intuitive: Your eCommerce site’s architecture has a major impact on achieving higher rankings and providing the best possible user experience. Organize your product pages into categories that are easy to understand, search, and follow.