Setting up an e-commerce website through Shopify has made business in contemporary times a breeze. That is if you have customers who can find you online. This is where most people struggle when opening their e-commerce site.
Using search engine optimization (SEO) strategies are the most common method of improving a website’s visibility.
This means that when a customer searches for a product that on Google, yours will show up higher on the results. The product must be at the top of the list of websites Google offers to the potential customer. If the product is not on the top, this becomes a big loss in terms of money and clients.
SEO optimization has become a big part of how people manage their businesses online, as it converts leads into customers. The importance of SEO optimization, specifically in the realm of e-commerce shops, cannot be overstated.
That is why we are here to offer you ten simple tweaks to increase the performance of the Shopify store.
#1 Keep your Site Fast
Speed is perhaps the most crucial part of keeping your customers coming. What’s more, Google has hinted that they use page load times in their overall search rank algorithm.
According to various studies, most people will lose interest in a website if it takes more than 3 – 6 seconds to load (unless they are regular visitors). Sure, new features and regular changes to the overall layout of a site is exciting as you try to nab your market niche, but never prioritize features over speed.
A few tips to offer your site developers include:
- Use a CDN (content delivery network) like AWS (Amazon Web Services) to deliver images and scripts.
- Use web workers to enable advanced browser caching (this prevents the images and scripts from being downloaded every time).
#2 Offer a Variety of Content
While this may seem like an obvious tip, it is amazing how many websites and e-commerce stores provide duplicated content. Search engines are strongly opposed to duplicate content. As a site owner, one must boost up what appears in the store. Do this to have the site name coming out in the top ranks.
This will mean that product description, lists and other content which is typically quite similar to that in other e-commerce stores will result in a lower ranking amongst those sites.
You, as an e-commerce store owner, need to assess instances where redundant information can be redressed and duplicate information can be changed. SEO optimization cannot occur if search engines are not ranking on the sites. Highly used and duplicate information will not help in achieving these rankings.
#3 Strategize Your Content
Offering a variety of content and removing duplicates is not the only way to maximize the efficiency of content in getting actionable links from search engines. Look at ways in which unique and high content quality can be added to the website. It helps in promoting the e-commerce store’s products and services.
A consistent way to offer a mixed bag of content that is accessible to consumers is through blogs. This is a great platform from which to produce both written and visual content with links to the e-commerce store.
While creating content can be tough at times, using guest writers to offer high-quality content is a suitable way to strategically diversify content.
Rising popularity in visual formats, such as videos, has also been noted in SEO strategies, a higher production yet higher value strategy which you might want to take on.
#4 Product Descriptions Should be Unique
Continuing on from our second point, e-commerce store owners should be looking to recreate production descriptions that appear within their Shopify stores.
While simply copying and pasting a manufacturer’s product description is a time-effective way to list products, it does not advance SEO strategies.
The problem with using manufacturer’s product descriptions is that this creates duplicates. Also, the search engines will typically list the manufacturer’s website higher than others when searches are conducted.
It is imperative for the SEO optimization that product descriptions are re-written and a unique and search engine friendly alternative is provided. Attempt to use your brand as the platform from which to write the relevant product descriptions as a way of marketing your Shopify store.
#5 Offer Unique, Optimized Product Images
Google’s recently launched image search function has become a popular tool, which customers are using to find and identify their desired products.
This tool could be highly useful for the marketing and SEO optimization strategies of your e-commerce store.
The best way to go about optimizing product images is by ensuring that the ALT tags of these images are relevant. Avoid the use of keywords unnecessarily in the ALT tags section as these come across as forced, and do not work as effectively as organic content.
Tagging appropriately and with a consistent focus will directly benefit your Shopify store and its reach through search engines.
#6 Ensure Unique Descriptions are Used
Following on from our sixth tip, e-commerce stores need to ensure that the meta-descriptions used for each website page are unique and contextually relevant.
There are too many cases in which meta-descriptions are used across a number of pages as they all fall within a specific category. However, optimizing SEO strategies will benefit greatly from efforts to ensure that meta-descriptions are organic and relevant to a page’s content.
While Shopify themes are able to generate what may seem like unique and relevant meta-descriptions for pages, a human touch is often needed. This is because the clients and customers searching for these products are human. Also, they will be searching for products in everyday language.
#7 Product Reviews are Constructive Content
In the pursuit of unique content, producing and linking to product reviews of items offered on your Shopify store is important. Making use of blogs for this purpose is helpful to ensure that content is produced in a strategic manner.
Ensure that these posts are natural and do not come across as over-selling a product. Make it readable and accessible to potential clients and customers.
Your customers can also be the content creators. Offer a section in your e-commerce store for them to provide their own product reviews where their ratings of products are featured.
This is both a good indicator for other clients as well as for search engines that can pick up on these reviews coming from organic and unique sources.
#8 Make your Store and its Products Accessible
Often owners of e-commerce stores will work on an online platform from the back-end without understanding the end user’s experience when visiting the website.
This means that a common error is made, namely that storefronts and products are hard to find on a website that is hard to navigate. This has a negative impact on SEO optimization, as these pages are less likely to appear on first pages of search engine results.
Providing visible links to products from a homepage is typically the best way to go about ensuring that a customer’s access to your e-commerce store is hassle-free and easy to use.
One small thing to ensure is that your website is visible with a high chance of inclusion in search engine results and customer satisfaction.
#9 Anchor Texts Should be Relevant and Optimized
One SEO basic that all marketing analysts should know is how to make use of relevant and optimized keywords. Utilising these keywords on internal links within your website is great for enhancing a store’s search engine profile.
Anchor texts that link to products or other pages on a website need to represent accurate information, relevant to the linked page or product.
Search engines rank appropriate links which make use of anchor texts. These are higher than simple “click here” links, which are noticeable on many websites today.
Ensure that the linked text is directly associated to products or their unique product descriptions in one way or another.
#10 SEO Organization Happens in your Store Front, Too!
Ensure that your e-commerce store has a structure which is approachable and easy to navigate. The structure of an e-commerce store, surprisingly, has an impact on its search engine visibility.
A top tip for ensuring a good structure is ensuring that one has a selection of landing pages on the store. Link these with relevant brands, items or product types, depending on the products your store offers.
This strategy is good for optimizing multiple pages, as well as keywords associated with each subsequent page falling under that landing page.
This opens up the website to a number of search engine categories and niches, as it covers a wider range of interests and fields. Shopify themes often include an option to format the manner in which content management and the structure of web pages occur. It allows the site owner to optimize these according to his or her specifications.