E-Commerce Optimization ServicesE-Commerce Optimization boosts page ranking by aligning content to what the target audience wants. That includes technical SEO or metadata to help the bots promote the page, plus the text, images, and videos for end users.
BrandingA website brand is the look and feel captured in the website theme. It also includes page navigation and the supporting catalog hierarchy and product selection criteria. Content is branding too, but we emphasis it as a topic for search engine optimization.
The website theme defines the colors, fonts, white space, headers, footers, and other attributes shared across the website. Most website themes are prepackaged and shared with thousands of other sites. That is a cost-effective way to get decent-looking web pages, but it's not branding.
A branded them can start from an existing website, which is frequently the most straightforward starting point. However, the brand owner needs to track evolving consumer tastes by continually tweaking attributes.
A data-driven approach to online branding measures the value of each potential tweak with A/B testing. A test can compare two buy buttons with slight graphical variations to see which has the higher click-through rate. Continual experimentation and adoption of the best ones make the brand more profitable.
In addition to brand optimization, online branding follows a set of best practices. Automated testing makes it easy to identify and fix gaps. They are a laundry list of ad-hoc scenarios like the following:
- Display formatting that works on mobile and desktop devices.
- The contrast between display elements.
- Space between menu buttons for mobile devices.
Page NavigationPage navigation is how the user navigates between pages. Each page should land organic search traffic. If there is no search traffic for a product, merge it with similar products and add selectors for the user to differentiate between them. For example, create a separate page if there is search traffic for XXS and XXL. Otherwise, consolidate them onto a single page. Most e-commerce websites have too many product detail pages meaning they never land search traffic. That lowers the domain, which pulls down the reputation of individual pages.
E-Commerce websites need to plan category pages based on keyword research. Simple changes like switching from tables to glass dining room tables can significantly increase page ranking. Adding supporting descriptive text makes the page even more relevant to search traffic. The approach aligns the product category to fit the needs of the search engine.
On-Page SEOOn-Page SEO is the visible text on the page. An SEO Analyst uses search tools to identify which topics make the most sense for the company to pursue. They consider:
- Keyword search volume.
- Commercial intent.
- Online competition.
- Alternative keywords.
- Available budget to meet the goals.
Expected ContentSearch bots categorize pages based on parsing content. We parsed the content from 100,000 websites and compared that to business classification in their Google My Business listing. Parsing means stemming the English language down to 3,000 words and calculating the frequency of each per their category. The above chart shows the frequency of the most common e-commerce terms. Including these words keeps the page on the topic, which improves page ranking. Using appropriate terms affects page ranking.
Priority KeywordsPriority keywords get used in one category but not others, so they carry additional significance. The most differentiated for e-commerce are in the following chart. Phrases like "web design by" at the bottom of the page are off-topic and degrade ranking. Populating a page with pictures and very little text increases the probability that the search engine will misunderstand the content.
Page LengthExcessively long e-commerce pages tend to list a lot of products, while short ones list product specifications. Both rank poorly on search engines because they fail to consider what people ask the search engine to find. The best approach is to write original content that answers questions people have. The challenge is organizing products to meet that need.
LanguageEach language has a different ratio of websites per user. The following chart shows English is the most competitive because more websites compete for each user. Assuming everything else is equal, avoid publishing in the English language.
Technical SEOTechnical SEO is on-page content that is not visible to the user. Instead, it is the metadata extracted by bots. Adding it makes internet applications work better with the website. Those applications include search engines, social media, digital advertising, text messages, and more. That makes technical SEO critical to omnichannel marketing.
Search Engine Results Page (SERP)SERP is best known technical SEO. It recommends what to show on search result pages. The content needs to meet the needs of search applications and entice users to click through to the website.
The following chart shows the percentage of websites with each SERP feature. Page titles are the most common, while 40% lack a description. That leaves the search engine guessing what to show the user. Breadcrumbs provide a hierarchical relationship between product categories. The Google Search Console explicitly reports which pages have breadcrumbs and icons to encourage their inclusion in the page.
Rich ResultsRich Results are second-generation technical SEO. The "richness" reflects the significant amount of information it can store. Adding it for basic contact information typically results in zero-click search results, as shown below.
The following chart shows few websites have Rich Result data. However, it is far more frequent on high-traffic websites.
Products for SaleRich Results for products add price, SKU, currency, images, and more. Replicating data visible on the page here removes ambiguity for the search engine. It indicates the page sells a specific product. So it is critical for product detail pages on e-commerce websites.
Data quality with Rich Results for Products is poor. The following chart shows websites with metadata rarely get filled in completely.
When multiple sites sell the same product, the Rich Results need a product identification number. The Global Trade Item Number (GTIN) is the most common. If there is no GTIN, use a Manufacturer Part Number (MPN) with a brand name. The following chart shows the relative frequency for each identifier.
Business ListingThe business listing provides contact details and is especially relevant for local businesses. Companies should use the most specific term. However, they are consumer-oriented and have less value for national brands or B2B services. The most frequently used are:
- Local Business
- Professional Service
- Software Application
- Health And Beauty Business
- Shopping Center
- Legal Service
- Electronics Store
Social Media for WebsitesSocial media for websites describes how to make the website work better with those platforms. Its a type of multichannel e-commerce.
Social PagesA social media page is a URL the company manages on a social media platform. Companies use them to establish a presence. The potential synergies from a social media page include:
- Build brand awareness with social media users.
- Navigate users from social media to the website.
- Leverage the demographic advertising tools offered by social platforms.
- Increase website ranking based on association with social pages.
Social SharingMessages sent via text and on social platforms get scanned for the presence of a URL. Then it checks that webpage for a social share image and title. If found, it replaces the URL with the content from the web page. The result is the content sent by your promoters looks more professional.
The following chart shows the percentage of digital marketing companies that include social share data on their website. Open Graph (OG) is the standard promoted by Facebook and used by most other platforms, including text messages. Twitter has a different syntax, although most websites use the same title and image for both.
An SEO-friendly vanity name replaces a random string with something related to the business. Our Facebook name is
https://www.facebook.com/mindstrategic/. Most websites use these names.
Local Search Optimization
Local KeywordsLocalizing search can dramatically reduce online competition. So it's much easier to rank locally compared to nationally or globally. Industries benefiting the most from local search are those with a local market. The most common are:
- Retail stores.
- Hospitality, such as restaurants and hotels.
- Health services such as dental, physiotherapy, and psychotherapy.
- Legal and paralegal services.
- Home Services such as HVAC, roofing, and garage doors.
Localized Contact PageA localized contact page means one web page per physical address. That makes it relevant for mapping applications and address searches. Add the following to the visible page, Rich Results, or both to increase local search relevance:
- Physical addresses.
- Hours of operation.
- Phone number with a local dialing code.
- Pictures of the location and how to get there.
- Inventory levels for that location.
- GPS coordinates for accurate map placement.
Citation ListingOne of the quickest ways to start a local reputation is by adding the website to local listings. Some of the most common are:
Google My Business ListingThe Google My Business (GMB) listing is crucial to local search results. It collects information about a business from multiple sources but prefers the owner to
claim the page and keep the details current. Google Search uses the data for:
- Enhanced zero-click search results, especially addresses and phone numbers.
- Google Map listings and relevant supplemental data results, like the hours of operation.
- Knowledge boxes to the right of the regular search results on the desktop.
Google My Business Ratings and Reviews apply the most to high-volume consumer industries such as shopping malls. The following chart shows the distribution of reviews and ratings.
Mobile-Friendly Web DesignModern web design is mobile-first. The
Google Mobile-Friendly Test validates if the page is eligible for mobile search results. It checks:
- There is no horizontal scroll bar when the page goes down to 375 pixels wide. The Google Bot tries multiple widths applicable to mobile and tablet devices.
- The links on the page are at least finger-width apart, which is 48 pixels.
- The font is readable on mobile devices.