Online orders have monumentally increased in numbers since the onset of the pandemic which has since tweaked the strategies that drive e-commerce towards garnering more conversions and profits. SEO, also known as search engine optimization, is central to gaining these conversions through organic traffic that leads to the online ordering of goods and services. Below is a guide to understanding how organic traffic works and can be gathered for a beneficial e-commerce and online ordering experience for customers and businesses alike.
A Closer Look at the Bigger Concept:
E-commerce is the purchase and sale of products made through an online platform such as a website. Most commonly today businesses are making use of social media websites such as Facebook, Instagram, LinkedIn, Snapchat and even TikTok along with search engine marketplaces like Google Shopping.
Organic traffic can be gathered when people click and land on a web page through a search engine’s results. When these visits lead to product or service purchases, it is considered an organic conversion that is ideal for businesses as this method offers the most gains with minimal to no investment of funds.
Capitalizing on this concept helps to greater profit generation which is addressed below.
Step 1: Selecting Apt Keywords
Keywords are what people use or associate with when looking for an item or idea on search engines and it is these words that the search engine then uses to produce all relevant findings on the search results page. For example, when a clothing business is looking to sell jeans to customers, it is necessary to have the product page customized to include the keywords related to the item as needed. Relevant ones can include ‘jeans’, ‘comfortable jeans’, ‘blue jeans’ and the like.
To find out which words are most likely searched on the internet, a keyword search tool can be used such as Google Ads Planner and many other online tools which will give you words related to ‘jeans’. These will be of two main types: long-tail and short-tail keywords. The former is longer than 3 words and attracts fewer clicks given that it is more specific and targeted (‘torn jeans with white and pink flowers’) and the latter is 1-3 words long and attracts more site visitors but is not too specific (‘torn jeans’).
A web page must contain both to ensure people searching either way are directed to the website and can make a purchase that can be looked over and corrected if need be by experts at a digital marketing agency.
Step 2: Creating the Right Site Architecture
Another important aspect that will help convert clicks to purchases is when the structure of the website has good aesthetics and is easy to navigate. Not only is this important for clients who will most likely make a purchase when the different pages of the website can be navigated in a quick and efficient manner but also for search engine crawlers that will crawl the website for the relevance of the content and accordingly allow the page to be ranked.
For enhanced navigation, websites should contain only a maximum of 3 clicks leading from the main/product page to the intended/payment page as this ensures a more straightforward and scalable conversion. Going off with the example from before, this would mean “main clothing website or brand page -> women’s clothing -> pants/bottoms (in which the jeans would be listed as a product”.
Besides this, it is important to ensure the internal links are placed well on the website and a good website speed is maintained so that the intent page can be navigated quickly and accurately without waiting for too long.
Step 3: Building the Backend & Local SEO
The backend of a website mainly deals with creating backlinks, subdirectories and indexing pages that are best completed by strategy digital marketing specialists. Backlinks are when there are other domain pages that lead to the main business’ website and are often created by posting blogs, PRs and other relevant SEO content on publishing websites. These help the business website appear more relevant to a search engine’s crawlers which will help it rank higher.
Creating subdirectories is a way of organizing content to ensure all other webpages of any other subcategory all lead back to the root or main webpage as per the set website hierarchy. Webpages are indexed for search engines to easily identify important parts of your website and hence boost its ranking because of its relevance. Indexing pages along with subdirectory creation also helps with ranking high on SERPs. Local SEO is when keywords are made more relevant to the area or city that you live in and accordingly affect rankings on SERPs.
The best way to convey this to a search engine is by attaching the city name along with the main keyword like ‘blue jeans dubai’ or ‘clothing store in Dubai’. Along with this encouraging customers to give reviews and ratings to the business on the search engine and maintaining good social media activity can further help boost the website’s prominence which is also important for ranking. Lately, proximity can also help and this is usually done when searchers add phrases like “near me” or geolocation to their search and by linking these to keywords, the search engine will more likely rank the website higher allowing for better visibility to customers.
Step 4: Completing + Scheduling Regular SEO Audits
SEO audits are completed to gain a report on how effective all the used digital marketing strategies have been so far. It helps reveal all the results on what works great, what requires more work and which area needs to be closely monitored leading to the creation of better SEO optimization strategies. Certain web pages are bound to bring in more revenue than others and these have to be optimized further to ensure that they always rank higher on SERPs (Search Engine Results Page).
Any pages that have broken links, thin (too little) or duplicate content, low page load speed and poor quality backlinks among many other areas can be identified through this method. Any missing meta-titles and meta-descriptions and unoptimized SEO webpage content and website URLs can also be checked and repaired as needed. These audits need to be completed on a monthly basis at the least so that areas of your SEO strategy do not go unchecked for too long and all poorly performing aspects can be rectified at the earliest.