Always give visitors as much information as they need, as quick as possible. Then they don’t have to go looking for it or look elsewhere.
Build awareness and mind-share throughout the buying cycle.
Optimise for conversions – optimise for keywords that show strong commercial intent – ones being used by people who are looking to make a purchase, find a place to make a purchase or complete a task. This can include queries where people are looking to buy something online, looking up the address of a shop or signing up for a service.
Maximise your keyword spread – figure out which pages will be the best candidates for which keywords, and which keywords are your highest priorities. It helps to look at competitors and see what type of content is ranking well for your high value keywords, and what they’re using in the way of on page SEO, backlinks, social signals and so on.
Complete a keyword performance audit in Analytics, looking into the historical data for your organic traffic keywords for the last 6 months. Find the pages with high engagement and low organic search traffic, to see how well your current keywords are performing.
Make sure none of your meta information or other on-page SEO contains the exact same keywords as any other page within your website.
Create pages and put together content for queries that surround your main product that you’re trying to sell – this will have your website ranking for terms which you’re not necessarily targeting, but will help improve the site’s overall ranking.
If you’re using informational keywords, make sure that the page they’re ranking for contains informational content. If the search query is transactional, make sure you optimise the product detail pages for these terms.
If you would like more advice on e-commerce SEO or have any questions, please contact Varn today.
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