Search Engine Optimization For e-shops Digital Marketing

search engine optimization for e-shops
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Search Engine Optimization For e-shops Digital Marketing

Digital marketing is all about strategy, strategy, strategy! One of these strategies includes search engine optimization. With e-shops, you can create a plan based on your audience needs, and make sure that the approach fits your product. Your digital marketing strategy will also have to take into consideration different needs and demographics of your customers, and how these might relate to what you already know about your market.

In this post, we will talk about how to create a digital marketing strategy based on SEO and customer profiling for e-shops CY.

First Things First. What is SEO?

Search engine optimization is the process of making a website more relevant and useful for search queries. SEO is also known as organic search, and it means that your website’s content gets designed to rank higher in search engines because your site has an excellent reputation for relevant and helpful information.

Search engine optimization makes your website more search-friendly for users and visitors, which translates to better performance and conversions.

What kind of keyword and audience profiling can you use in your digital marketing strategy?

While SEO is about making your website more relevant and useful to search queries, audience profiling is about targeting different demographics of customers. The goal here is to understand how your customers will act and interact with your products and services so that you can tailor your content and marketing campaigns accordingly.

For your search engine optimization digital marketing campaign to work correctly for your eshop Cyprus, you need to understand which are the essential ranking factors your website needs to cover and, of course, how you can address them.

Instructions

Content Preparation

Whitepapers

E-Books

Templates

Book Summaries

Resources

Frequently Asked Questions (FAQs)

Polls/Surveys

Guidelines

Photo Collages

Infographics

Pictures

Mindmaps

Company News

Videos

Comments

Graphics/Diagrams

Gifts

Cartoons/Illustrations

Slideshows

Pinboards

Quizzes

Webinars

Lists

“Behind the Scenes” Contributions

Press Releases

Case Studies

User-Generated Content (UGC)

Online Games

Surveys

Vlogs

Email Newsletters

Q&A-Sessions

Tool Reviews

Quotes

Primary Research

Podcasts

Dictionaries

Memes

Interviews

Predictions

Here are all types of content formats

7 SEO Strategies to Boost Your E-shop in 2020

1. Fix Website Technical Errors:

We found a lot of issues with a lot of websites. It would be better to check the errors for the site before uploading it to the hosting server. The reason behind this suggestion is that mistakes can affect the search engine ranking and can also impact the business revenue, which can be the most crucial reason for the business to make a website error-free.

Your developers not necessarily will spot these errors. However, you can use third-party tools that can audit your site and reveal these errors before launching. This is the reason why we suggest using tools such as SemRush, Ahrefs, Screaming Frog and SEO Suit Power Tools (Version Free).

Check out our Free Audit; we will make your life easier!

There are some technical metrics you should care about.

  • Code validation
  • CSS, HTML, and JS minification
  • CSS and JS Combining
  • Preconnet to third party resources
  • Avoid render-blocking
  • Cache policy
  • Avoid browser scaling images
  • Use the hreflang setting
  • Only one H1 per page/post
  • Use Schema markup
  • Implement Open Graph and Twitter tags

By having the above configuration properly configured, your website will have great technical SEO potential. and will improve the site loading speed, which is our next strategy for you.

2. Increase the loading speed of your e-shop

By implementing the above-mentioned techniques in this digital marketing optimization process, you can save your customers a lot of time and effort by speeding up the loading time of your e-shop and increase the amount of traffic that your shop receives by a significant margin. From 2010 Google announced that loading time for websites is a signal in the search ranking algorithms.

Meaning that if your website loads fast enough, the search engines will prefer that site over other similar sites and will give you higher rankings. However, it is essential to mention that your high-quality content and relevancy can impact the performance of your e-shop in Google search results and will affect the ranking of your shop accordingly. For it is never enough to have a fast loading website, but you should have quality content and make sure that your customers and visitors get engaged with it.

Our recommended tools to increase the loading speed of any online business are simple and effective:

These three tools are free to use, and you can download the reports, give them to your developers to work on the improvement of your website loading speed and increase traffic to your shop.

The importance of images for e-shops regarding loading speed:

Images are one of the most significant elements that affect the loading time of your online store and can give you a considerable boost to the performance of your e-shop. Make sure they are all optimised and well configured for the search engine result pages.

Things your images must have:

  • The keyword as the Alt text
  • Exif data
  • Using Webp for Chrome and Jpeg for the browsers not supporting that format via srcset.
  • Descriptive image name
  • Transmit and emotion
  • And do not distract the user from the important stuff.

The performance of your website affects your business revenue more than most people realise. Digital marketing is often overlooked in comparison to traditional SEO campaigns but is a genuine possibility for any e-shop. Read this PDF from the people of WPEngine for last year.

Important takeaways from that reading are:

Page speed affects the user experience, which affects your business.

Page speed can either make or break the user experience with your site. Back in 1999, during the dial-up days, users were willing to wait up to a peak of eight seconds for a page to load before losing tolerance.

3. Provide the best user experience possible

The performance of your website affects your business revenue more than most people realize. Digital marketing is often overlooked in comparison to traditional SEO campaigns but is a very real possibility for any e-shop. Read this PDF from the people of WPEngine for last year.

Provide the best user experience possible:

This is probably the most important tip for an e-shop’s website, and if done correctly it will increase their conversion rate. The first step for any successful e-shop is to identify and implement a user experience strategy that works, which includes:

Top 10 strategies to increase user experience

  • A strong product description.
  • A good and high-quality product image.
  • allow Intuitive navigation.
  • The products got to be searched for easily.
  • High engaging content.
  • Save purchases features.
  • Fast payment processes.
  • Answer all visitors’ questions about the product.
  • Follow up After conversion.
  • Remarketing

Overview

Your business will lose money per second that your site takes to get interactive for your visitors. You lose money when your e-shop is not loading as fast as possible. If you need to change your hosting service, do it. Because in the long run, you might be making more revenue than you can imagine.

4. Always Use a Content Strategy

Most e-shops pay little to no attention to the content strategy. They focus on the sales funnel as it is, so instead of using an effective content strategy for their site. These shops will only have one approach to go, push them to relay on pay traffic and customer loyalty! Ignoring the opportunity that SEO might bring them and focus on their core marketing.

The use of a Content Strategy is the road to help to boost your site’s traffic, retention, sales, and revenue. The problem with these sites is that they have a lack of understanding on how to properly use a Content Strategy to drive traffic to their sites.

But you are here, meaning that you will learn how to effectively implement a Content Strategy.

Building a content strategy in tune with your business’s needs and goals.

Creating content that is relevant, helpful, engaging, and informative is one thing. The other thing is that your content influences your target audience into making a purchase decision. Then you don’t want to create content without doing it with that goal in mind.

The first thing you need to understand about a good Content Strategy is that it will work if you work it! Then you need to align the content creation strategy with a purchase goal. External content writers will not understand that if you don’t align their writing with your brand goals.

The second thing that you need to understand is that all content types on your website should be SEO Optimized. From an image to a text, and from a link to a page. All of that needs to be optimised.

Let’s take a look at the anatomy of a good content strategy:

content strategy for search engines

5. Keyword Research Product Related

Your e-shop could be missing out on thousands of keywords related to its products. These search terms are also very profitable, so you need to pay attention to them as they could increase sales significantly. Regardless of the product or service you sell or offer in your eshop; you will have to spend some time to find these keywords and make them profitable for your business.

Your content strategy most gets populated with a good level of keywords research which git to be the most important for your business.

Your Keyword Research must be Related to your products, services or customers. It must be specific and objective to the purpose you are serving to your customers. Your research must contain a clear, comprehensive and well-developed plan. For example, if you are selling an app for a specific brand of coffee beans, one of the keywords will be “coffee beans”.

The perfect content plan for a keyword like that should be to cover all related topics to that keywords in articles of 800+ words which will get linked back to the main product page. The product page should have enough text to describe the products and relevant information.

When selecting the search queries (keywords) focus on reachable keywords for your site to rank:

  • Search Volume Vs ranking difficulty:

There are always hidden nuggets you can discover and take advantage of them. A good keyword for you will be one that is, in terms of difficulty, below your domain authority.

For example:

Your domain authority (DA) is 20 and you find a keyword with 3.000 monthly search volume and a difficulty of 10. Sound good right?

But it not that simple, for you must probably create a new page for that keyword if you are going to use it in an article. This will give these initial metrics:

  • DA-20
  • UR-0

Do you see the point?

Yes, even if your domain authority is higher, your page authority will below. In this scenario, you should focus on levelling up the URL authority by:

  1. Syndicating that page content in all the relevant social networks you are working on and others.
  2. You should motivate readers to like your page so much, that without you asking them, they will bookmark, share, and interact with your page.

My favourite tools for keyword research are:

  • Ahrefs
  • Semrush
  • Google Planner
  • Google search result suggestions

Here I share my methodology for finding relevant keywords:

  1. I use Google Search results for finding the chosen topic (general).
  2. Check the top 5 pages to analyze what type of content they are using.
  3. Is it a page or a blog post, which is Google ranking the best for that query.
  4. Paste those URLs on SEMRUSH, Ahrefs, Ubersuggest, or any other tool to find out for which ranked keywords those pages are receiving traffic.
  5. Depending on the keywords list resulting, I decide which is the most important to rank for with my content.
  6. Baking Keywords, LSI, and synonymous needed to get used.
  7. Media-rich, my pages should offer better content type and more relevant information that my competitors.
  8. I take the loading speed here on a per-page basis, so my page must load faster than the ones of my competitors, if possible.

6. Internal and External Link Building

The link structure of any website matters. We have come a long way in understanding the link structure of our websites. But, as a lot of sites do not have a proper SEO plan, they usually do not have a link building strategy, or they do not have the knowledge or expertise to do so.

Link building, internally and externally, is part of the online marketing processes we should be using. Is all about methodology, and how you use it to determine how good or bad ranking your site might gain.

What are Internal Links?

Internal Links are those links from one of your site pages to another. Like any other type of link, internal links pass equity to other internal pages of your site. Making it vital for your website to have a well-structured internal linking profile. Let’s now, take a look at one good internal linking profile.

What is a good internal linking structure?

There are various methods to determine what is a good linking structure for your eshop pages. I will give you now The Seven Commandments of Internal Linking from our SEO Guru or Prophet, Neil Patel:

  • Create lots of content.
  • Use anchor text.
  • Link deep.
  • Use links that are natural for the reader.
  • Use relevant links.
  • Use follow links.
  • Use a reasonable number of internal links.

Here is an excellent article, as all articles from Neil Patel. Check his following video about internal linking.

Neil Patel

What are External Links?

External links are links that other websites use to point to your site. In Simpler words, when another website places a hyperlink with one URL of your website, this is considered an external link to your site. This has a lot to do with the online presence of your business. Not only add link equity to your pages, especially to your homepage but also provide better search engine visibility of your webpage. You need these links to stay relevant on the web.

Now, you need to pay close attention here; external Linking is more influential than your internal linking. With internal linking, you decide where the link will get placed. With external links, you don’t have control, but the users linking to your site. And if you dare to manipulate your backlinks or external links, then you are at risk of getting penalized by Google Panda Bot. And Truth be told, you don’t need that, you just need to motivate your visitors to share your content without telling them or paying them.

SEO Best Practices for External Linking

The practices for external linking are easy to understand, as difficult to implement when not understanding the real purpose behind. Which is not trying to fake Google into ranking your site. trying to work under these metrics:

  • The trustworthiness of the linking domain.
  • The popularity of the linking page.
  • Relevancy of the content between the source page and the target page.
  • Anchor text used in the link.
  • The number of links to the same page from the pointing domain.
  • The number of root domains linking to your page.
  • Variations used as anchor text to backlink to your site.
  • Relationship between the pointing domain and your domain.

The metrics above are monitored by search engines to value your external linking profile. After that two indicators will results:

  1. Your site popularity
  2. Your site relevancy

The stronger those two indicators are the higher your site will rank on Google and other search engines.

7. E-shop On-page Structure

SEO On-page optimisation is one of the essential parts of online marketing. A lot of e-shops do not have a proper SEO on-page plan. Sometimes they ignore critical ranking factors that could lead your site to rank better.

We also need to focus on the main objectives, which is to stimulate more conversions or sales. Because of this, your on-page optimization must get done considering the navigational path visitors on your site will follow. There are some tips to optimize the pages on your website, that will help your visitors to navigate through your website more efficiently and increase their conversion rates.

10. Tips to Optimize Your Pages For More Conversions:

  1. Your Content Must Answer the Search Intent of The Main Keyword on That Page
  2. The Title and Sub-Headings Must Be Compelling.
  3. All Images Must be Optimized and Have the Keyword and LSIs in the Alt Text
  4. Page Speed Should Be Monitored on A Per Page Basis as Mentioned Above
  5. Internal Linking with Main Keyword of Your Other Page as the Anchor Text
  6. User Experience Should Be Pleasant to the Visitors
  7. Your Main Keyword Always in the Page URL
  8. Use Table of Content When the Article Has More Than 4 Sub-Heading
  9. Prefer Long-Form Content Than Short Content
  10. Meta Tags Like the Meta Title and Meta Descriptions Must Be Compelling and Reflecting the Wording General Overview of the Page.

Final Thoughts on SEO Best Practices

Search engine optimization for e-shops Digital Marketing channels gets tied to these best practices outlined above. They are a great starting point to improve the chances of higher search rankings. That said, your competition for ranking on the first page on Google for best money-making keywords is intense. Regardless of your niche. Having all these best practices in place, make sure you don’t neglect other digital channels for marketing like traditional marketing. Traditional marketing is mostly offline marketing. Also, your social media channels demand different strategies and efforts. You can hire a dedicated person for that, or you can contact us for a quote.

Email marketing is unavoidable too. Use it as an essential tool and another marketing channel.

I hope this article helped you with your digital marketing plans, and if it helped you or you think there is something else I should mention, please let me know in the comment section below.
Cheers!

Sources:
Webmasters Google

WPengine

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