Up to 40 percent of e-commerce traffic comes from search engines, Business Insider reports. Look at your business e-commerce site’s referrals, and you may be surprised to see that the number is even higher, depending on how well-known your business is. While keyword optimization throughout a website is a vital component of search engine optimization (SEO), it’s just one part of the SEO puzzle that also relies on elements like content marketing, guest blogging, social media and much more to be successful.
Home business owners should take a holistic approach to SEO, and that includes both onsite SEO (the elements of your e-commerce site) and offsite SEO (how your website is represented on the web). Here’s a primer on the differences between onsite and offsite SEO, plus pro tips to optimize for both for your e-commerce site.
Before creating content for your e-commerce website, you should conduct keyword research to find the most-searched terms related to your business and products you’re selling. The Google Keyword Planner is a solid tool to use.
You’ll want to look for general keywords – those consisting of a word or two – and longtail keywords, which are searches containing three words or more. Longtail keywords are more detailed, and they’re important because the specificity of the keywords indicates the searcher is closer to purchase because they know exactly what they want.
Search volume and competition for keywords are also important factors. You want to focus on keywords people are searching for, but the amount of competition may also influence you on how you decide to allocate resources.
Once you’ve chosen keywords, you’ll want to use them in:
In addition to keywords, there are many other factors that can benefit or penalize your SEO efforts. To create onsite optimization, follow these guidelines.
Overall, the goal is to create the absolute best user experience someone could have on your site. It should work well, have helpful content, and guide the user along a journey that keeps them engaged.
Offsite SEO consists of all the ways your e-commerce website gets noticed outside of your site. When other sites link back to it, search engines view your site as more trustworthy and credible. In addition to optimizing your website for search engines, make it shine in other ways online with these techniques.
Offsite SEO requires building relationships with other content creators, influencers in your industry, and your own social media followers. If you think of your brand as its own publisher and public relations representative, you can proactively craft a great online reputation that gains you more search results.
Onsite and offsite SEO should be used together for optimal results. Both are important to nurturing leads and converting those website visitors to sales. Using influential keywords as your guide, you can build out a consistent content strategy that reinforces the value of your brand and products across the web.
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