Click Centric SEO

(309) 680-5600

 Ecommerce SEO Facebook Ecommerce SEO Twitter Ecommerce SEO Google Plus

Ecommerce SEO Services

At ClickCentric SEO, we offer  ecommerce SEO services for all types of online stores. Unlike some companies that offer SEO services for ecommerce sites, we can optimize your ecommerce site for more traffic and greater conversions. In addition to ecommerce SEO, our company specializes in ecommerce web design and development, social media, email marketing, and conversion rate optimization. We develop cohesive ecommerce SEO strategies and service packages that promote more traffic, increased sales, and sustainable customer loyalty. Get a free SEO audit today!

Slideshow

  • Ecommerce SEO

  • Ecommerce Web Design

  • Pay Per Click for Ecommerce

  • Social Media for Ecommerce Websites

  • Email Marketing for Ecommerce

Get a FREE, No Obligation Ecommerce Marketing Audit and Fill Out the Contact Form Below!

Blogs by author "oicadmin"

Redefining the Best Ecommerce SEO Company

Here at Click Centric SEO, we're focused on shaping what defines the "best ecommerce SEO company". That query is actually a popular keyword phrase that is searched in Google (most likely from ecommerce stores and other ecommerce SEO companies checking their rankings.) Let us be honest: we're really interested being the best SEO company for ecommerce sites.best ecommerce seo company redefined

In actualization of our core competencies here at Click Centric SEO, we've defined the ideal SEO program for ecommerce sites. It's a cohesive blend of technical SEO, website optimization, backlink building, and social media marketing.

Technical SEO

Technical SEO centers on the nuts and bolts of your ecommerce site - HTML coding, scripts, Schema, etc. While there are many approaches to technical SEO for ecommerce sites, there are a few primary areas worth mentioning.

One of which is renaming URLs to be keyword relevant (and 301 redirecting the old URLs to the new). Instead of sloppy URLs like /product-id=321/, it would be more advantageous for SEO to have URLs that read something like vintage-cycling-jerseys (or whatever the keyword targets for each page page.)best ecommerce seo audit company

Schema is also vital component of technical SEO that's becoming increasingly important, especially for competitive ecommerce SEO landscapes. Schema is dedicated sub-set of HTML markup that is used to define certain pieces of content on a page.

There are various tags that tell search engines what a

 page is all about (i.e. Brand, Product, etc.) as well as what specific parts of content are on those pages (i.e. Price, Units in Stock, etc.)

Schema can give your ecommerce SEO program a significant advantage over your competitors. Although Schema has been active for a couple years now, most ecommerce SEO's have yet to leverage Schema. In an effort to be the best one of the best SEO providers in the business, we value Schema and technical SEO a key components to our ecommerce SEO services.

Website Optimization

Website optimization is similar to technical SEO in that the central focus is to improve the performance of your site from a technical and usability perspective. Website optimization is best defined as strategic mix of techniques to:

website optimization

  • "optimize" the content of your website to ensure it's unique, keyword relevant, compelling and speaks the voice of your brand
  • improve site load speed and how fast your pages render (load speed can actually correlate to better rankings)
  • enhance the usability and blueprints to your site's navigation
  • integrate a conversion rate optimization (CRO) strategy and intelligent use of call-to-actions (CTA's)

In short, website optimization is the foundation to actualize the fullest potential investing with ecommerce SEO. Without the latter pillars deeply rooted into your website, the other SEO components will have limited potential.

Link Building

As the powerhouse to any SEO program, links that come from social profiles, blogs, websites, directories, etc. (and direct to your website) are like votes of credibility and popularity. Earning and building links from authoritative and relevant sources can drastically increase your domain's authority. In other words, domain authority and backlinks improve your ecommerce site's potential to rank in Google.)

ecommerce seo backlink

Additionally, the link anchor text can also impact keyword relevancy. See the example above of a "keyword-optimized backlink" that intentionally use keywords in the anchor text. While some keyword-optimized anchor text is good for ecommerce SEO and improving rankings, it's vital to ensure a natural balance of links - in terms of the source and the anchor text of those links.

A natural looking backlink profile for ecommerce website would include links from various sources (i.e. articles, review sites, blogs, press releases, web directories, etc.) Further, creating a natural backlink profile uses variety of anchor text (i.e. www.DomainName.com, (Brand Name), Click Here, (Product Name), Website, etc.)

Social Media Marketing

Social media marketing has profound influence on SEO, and as a result, it's an integral component to us becoming the best ecommerce SEO company. Social signals (shares, likes, tweets, pins, +1's, etc.) are like backlinks in how they function to attribute quality content that may be worthy of increased search engine rankings.

The social media marketing of our SEO company focuses on the following action items.social media for ecommerce seo companies

1. Optimize your brand's social profiles - establishing, claiming, and/or verifying your Google+, Twitter, LinkedIn, YouTube, Facebook, and Pinterest is the starting place to organizing your social media presence.

2. Follow influencers - sharing great content ultimately contributes to your popularity and growth. We can help by fully managing or consulting your team with strategies on how to go about connecting with other influential people, brands, and organizations.

3. Establish various content sources - pinpoint several websites and blogs to pick great articles worth sharing. Ideally, the blog on your ecommerce site will the strongest asset for an SEO-driven social media strategy.

4. Create a social media posting schedule - In addition to defining how many posts to do in a week, try to cap your daily posts at 2-3. At minimum, shoot for 2-3 per week on each social platform.

The best ecommerce site SEO company can help your business achieve these objectives by providing done-for-you ecommerce SEO services or consulting programs. At Click Centric SEO, we offer both of these options to improve your social media and ecommerce SEO efforts.

Actualize Your Ecommerce SEO Strategy

If you're interested in help increasing your brand's search engine exposure, then learn more about working with our experts at Click Centric SEO and contact us. We can help you actualize your ecommerce SEO strategy for sustainable rankings that generate results.

 

3 FAQ's About Social Media's Impact on SEO & Web Presence Optimization

Social media is an integral component of SEO and web presence optimization. Not only do some social media platforms have a direct impact on search engine exposure, but social media is essential to develop a cohesive and unified web presence.

web presence optimization social search

Below are three common questions that I get asked regarding social marketing and it's impact on SEO. I will answer each question to the best of my professional knowledge and supported by my research based on the best practice of SEO and web presence optimization.

1. What are the Best Social Media Networks for SEO?

It's important to understand that social media can influence SEO in few different ways. Social media profiles and posts (e.g. Google+ pages, Pin boards, or Tweets) can appear in the organic search results. Although this might not seem like SEO, this content is indeed appearing in Google's results which can benefit a brand's search engine exposure.

From this perspective, almost all social media networks can influence a brand's search engine exposure. Pinterest pin boards, Facebook profile pages, Tweets and Twitter accounts, LinkedIn profiles, Google+ posts and profiles - all of these social media elements can get ranked in the organic search results. This would emphasize the art of web presence optimization.

Conversely, social activity can help promote optimized webpages via links (which is a more common and traditional perspective of how social activity can impact SEO.) For instance, a link from a popular Tweet can help increase the rankings of its destination URL. Similar, a Google+ profile can link to a great article. As a result, the article may obtain better rankings in Google.

With respect to the latter approach, only a few social platforms offer link value for SEO. I touch on this subject in the next question below.

2. Do Links from Social Sites Influence Keyword Rankings?

For most social media platforms, outbound links do not have a high degree of SEO value. An example of this is Facebook. Virtually all links deriving from Facebook are no-follow links and carry little to no weight for SEO. The core purpose of Facebook for you online marketing efforts should emphasize inbound marketing and web presence optimization. That is, marketing on Facebook should focus on building recognition in your brand and steering direct traffic to your content.

However, Google+ and Twitter are two common platforms that can offer SEO link value. Google+ profile links are in fact do-follow and many SEO experts have claimed to have seen increases in keyword ranking after implementing links to their pages from their Google+ profiles.

Additionally, Twitter links (especially when Tweets get re-Tweeted) can offer value for SEO. It's important to keep in mind that these platforms should be more focused on web presence optimization, and not SEO link building. This will only diminish the integrity of your business and brand.

3. What's More Important: Search Optimization or Social Marketing?

Both SEO and social media are drastically changing. In short, these mediums are merging into a more unified effort called web presence optimization. That is to say SEO and social media marketing is a holistic strategy, and neither SEO nor social marketing holds greater value. Rather, both of these mediums should be embraced for the best results.

Just do a little research on Google's Search plus Your World. This is a clear indication that search is coinciding with social. As a result, your brand should focus on a blended campaign that emphasizes web presence optimization, a combination of social engagement and search marketing.

5 Key Elements for Optimizing Ecommerce Product Pages

In today's digital marketing age, your ecommerce website needs to be visible on the search engine results to sustain profitable success. Whether through organic search engine optimization (SEO), Pay Per Click (PPC) advertising, or both, the exposure of your ecommerce site is critical for its survival.

Attaining a top search engine ranking is one of the most powerful and cost-efficient sources of Internet traffic. For ecommerce SEO, your product pages are the ideal channels to focus your efforts. Product pages are the direct path for online shoppers to turn into paying customers, because product pages serve as effective landing pages for SEO.

Additionally, search engine users are becoming smarter and use detailed, product-specific search phrases (or long-tail keywords) to find what they are looking for.

Keyword Research is Imperative for Success

In this article, we will cover 5 effective ways in which you enhance the SEO potential of your ecommerce site's product pages. But before we dive into the methodologies, we must underscore the significance of keyword research and targeting. It is very important to conduct research and know precisely the keyword phrases your target market is searching. The Google Keyword Tool is a good place to start. Below are some considerations while conducting keyword research for ecommerce SEO.

  • Are searchers referencing the brand and model names?
  • Are searchers including specific model or part numbers?
  • Are searchers using a combination of the latter elements?

It is also very important to know the motives behind a consumer who is using plural versus singular search terms. In most cases, plural use of keywords will typically imply that the consumer is shopping around and will be purchasing in the near future, whereas singular will often mean the consumer is looking to buy more immediately.

Once you have a good idea of the precise keyword phrase that matches up with the corresponding product page on your ecommerce site, you can begin to optimize specific aspects of the page's content. Let's say we have performed some keyword research for our online store that sells running footwear. The product page we want to optimize is for "men's New Balance shoes", specifically the "730 model." We have determined that our primary keyword target that consumers are searching is "New Balance 730 mens."

Page Title

It is critical to include the primary keyword target in the page title for SEO. The page title is one of the greatest factors in establishing keyword relevancy of the page, and it shows up the Google search results as the main headline and link. For this reason, it is important to not only include the keyword target, but write it in such a way that searcher will want to click your listing.

A solid page title will lead with the keyword target or mention it as early as possible. In our example above, we can make this happen by writing the title as such "New Balance 730 Men's Shoes." We can also include the words "Buy" or "For Sale" to capture some keyword variations.

Meta Description

The Meta description appears just below the page title in the Google search results, and is an area to capture the interests of consumers. Here you'll want to get creative and motivate your audience to click your listing with some sort of incentive.

It is, however, very important to include the keyword target in the Meta description as well. Effective descriptions will include one or two variations of the keyword target, but keep in mind that most search engine cut the description off at 160 characters, so keep it concise.

Visible Page Copy

There a number of elements you will want to take into consideration for the visible copy of the product page. This copy is commonly the "product description" and will include information about the product. The organization of the content is the SEO difference maker.

Use a H1 tag whenever possible as the header or title of the product description, and always use the same keyword structure you used in the page title, or a close variation. Within the description, mention the keyword at least once, along with any variations that seem appropriate. If possible, use strong tags to make the keyword bold. This will further enhance the SEO value of the product page.

To take the page copy one-step further, implement a tab format for your product pages to bring more content onto the page, while keep it organized and clean to the eye.

Image "Alt" Tags

The "Alt" tag in images refers to "alternative" text, in the instance that a user's browser is incompatible with your website. This is rarely the case, yet the Alt tag is stilled crawled by search engine spiders and is taken into consideration for SEO purposes.

In the page's back-end or HTML code, always write a keyword optimize Alt tag, but keep it respective to what the image represents. For ecommerce product pages, this is pretty simple because the keyword almost always resembles the image. A good Alt tag for our shoe store example would be "New Balance 730 Mens Shoes White/Green"

Video Optimization

The last element to optimizing your product page is by use of video. Video is a huge selling point that greatly contributes to more sales conversions. If you have a top selling product, create a video highlight of that product. Strong, well-optimized ecommerce stores will have comprehensive YouTube channels that showcase their top products.

Although this is not our primary focus in this article, a YouTube channel is good food for thought for a long-term ecommerce SEO strategy, for video is becoming highly popular in the search results. When optimizing your videos, be sure to save the video files with respect to your keyword targets. Similar to image Alt tags, this is pretty straight-forward because the product video typically coincides directly with the keyword.

It is also wise to include keyword relevant tags and descriptions while uploading your video. This will maximize the SEO potential of your product pages as well as the conversion potential when users land on your page.

Final Thoughts for Ecommerce SEO

It is also very beneficial for ecommerce sites to encourage reviews. It is best to request reviews after the checkout phase or with a follow-up email. Independent reviews are strong indicators of a credible ecommerce site. In addition, reviews offer free, user-generated content which adds greater SEO value to your product pages, especially when customers make use of keywords in the their review.

Apply these strategies for product page ecommerce SEO, and start seeing your online store in the top search engine listings for the inventory that offers the greatest margins.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

7 Powerful Link Building Tips for Ecommerce SEO

An ecommerce site enables you to efficiently sell products to your target market. However you must effectively target and attract your target customers to keep your online store afloat. Although this can be done through many different Internet marketing strategies, search engine optimization (SEO) is one of the most targeted and highly effective methods to market your ecommerce site.

One of the most powerful ecommerce SEO practices that you should be doing is link building. Having a high volume of quality external backlinks coming from various sources around the web (such as articles, web directories, press releases, blog comments, blog posts and other relevant websites) makes your site more popular and thus better ranking in the search results. Hence the industry buzzword "link popularity," with respect to SEO link building.

Link building for ecommerce SEO must be done as naturally as possible. That is, after Google unveiled the 'Penguin' update to its search engine algorithm, no longer are paid link programs or expansive blog networks as effective as they used to be. This is because these link building services are designed to create tons of optimized links (or links with exact keyword phrase anchor text), which is very un-natural and will raise a red flag on your site.

Rather, you should be focusing on link building strategies that generate natural link popularity. Sure, there are still ways you can manually build optimized links for SEO, however you will want to do this moderation.

Below we offer 7 tips that will help you create a sustainable link building strategy for ecommerce SEO:

  1. Have creative category pages: It is important to realize the SEO value of creative, well-optimized category pages. This is because product category pages are often times filled with rich content and relevant internal links (usually pointed to specific products.) Building links to these pages is very powerful SEO. Even more so, focus on making your category pages extremely valuable for consumers. Provide information, offers, deals and specials as clearly as possible. This will compel other users on the web to link to your category pages in an effort to spread the goodness your ecommerce site has to offer.
     
  2. Start an External Blog: Creating an external blog (a blog that is on a separate domain from your ecommerce site) will give you optimum flexibility in publishing content and building links. We suggest starting a blog that is highly focused on a certain aspect of your ecommerce store. So if you sell outdoor apparel and equipment, perhaps create a blog all about outdoor gear. Here you can write blog posts that highlight certain products you have to offer. Within the content of your blog posts you can build links back to your ecommerce site.

     
  3. Offer contests and special promotions: Contests and promotions are a great way to attract the interests of your target audience. Most effectively paired with social media marketing strategies, contests, sweepstakes, polls, and promos generate buzz and popularity about your ecommerce store. As a result, people will be apt to link to your site to share the fun with all of their friends.
     
  4. Take photos and create image galleries: Beautiful pictures are visually stimulating and they make even a passive customer active. Use photos that are large and that have high resolution. It is recommended that photos are professionally taken for the best results. Create mini-galleries on product pages to really capture the allure of customers. Additionally, image galleries are great form of link bait. When you have a robust product page filled with quality images, the potential to attain links back to your site is greatly enhanced.
     
  5. Write and publish articles and press releases: When you have something newsworthy going on, such as a new brand of products being offered on your ecommerce site, publish a press release about it. Take advantage of the power of content, for both marketing and link building. It is important that anything you publish is of great quality, value, and relevancy. On many publishing platforms, you are allowed to add links in the content. This is your opportunity to build an optimized link back to your ecommerce site. Just be sure to do this ethically, and use only relevant anchor text that reflects the topic of the article or press release.
     
  6. Create product video highlights: Video is becoming huge for search engine optimization, especially for ecommerce SEO. Creating videos that highlight the features of products is a great way to both earn and build links. You can earn links by offering informative videos that people will want to link to. You can also build a link to your ecommerce site or product page in the video's description on YouTube. Develop a YouTube channel for your ecommerce site and start creating videos of some of your highest margin products.

     
  7. Offer resources, tools, info and/or freebies: Whether you create product pages with tools and information on sizing and specification, or offer free incentives and add-ons for purchases, the name of the game here incentivize. When you create incentivizing offers, your customers are likely to share the goods by linking to your site. Make your incentives unique and be creative with how you pitch them to your customers. Again, social media is an effective tool to use for strategies like these.

There are tons more link building strategies for ecommerce SEO. One platform we have to mention is Pinterest. Here you can pin your product images to you 'pin board' where other viewers can see them. Not only does this build a link back to your product page, but gives your product additional exposure on the web.

Link building for ecommerce SEO demands creativity and responsibility. Be responsible and ethical in how you link, as well as creative in capturing the attention and interests of your target market.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

3 Essentials of Search Engine Optimization for Ecommerce Sites

Ecommerce sites are conceptually similar in that they all have product categories, subcategories, product pages, shopping carts, and checkout processes. This makes the fundamentals of ecommerce search engine optimization, (SEO) relatively universal for most online stores; however, there are still a number of intricacies that contribute to better rankings.

In this article, we outline some of the most important concepts of SEO for ecommerce sites. Acknowledging these three components of search engine optimization will help you create a more prominent presence in the organic search results.

1. Optimize Product-Level Pages

Product pages are some of the most important page for ecommerce SEO. These are the pages that contain unique, value-driven content that is often optimized for specific (often times long-tail) keyword targets. When optimizing product-level pages for ecommerce SEO:

  • always do keyword research to know the exact keyword target/search query per product.
  • ensure all page text is crawl-able by search engine spiders.
  • make strategic use of headers, strong tags, and other content elements while optimizing product pages.
  • mention key product features, specifications, unique selling propositions in the content.
  • implement rich media like videos and image galleries.
  • infuse user-generated customer reviews on each product page.
  • display related products or additional selling pushes, such as 'products that might go good with this product' or ‘customers who bought this, also bought that.’

2. Proper Page Classification

Classifying pages on your ecommerce site is highly important to bolster category pages that have been optimized for ‘short tail’ keyword queries and generic searches. Proper page classification also ensures a more intuitive navigation and browsing experience for users (which also translates to better conversion rates). For effective classification of pages:

  • assign and organize product-level pages under tiers for product categories and subcategories.
  • organize the each product category into a hierarchy.
  • focus on more short-tail keyword optimization when doing category level SEO (such as brands or broad-based categories.)
  • List and link all relevant product level pages on each category page.

3. Avoid Duplicate Content

Duplicate content is common problem for ecommerce sites and can negatively impact your SEO efforts. In many cases, particularly with content management system (CMS) software, pages may be generated without acknowledging issues with duplicate content. Whether this be duplicate page titles and meta data, page copy, or complete pages, you'll want to be mindful of many considerations, including:

  • avoid duplicate content both on-page and off-page.
  • ensure that your have unique category pages (that show no signs of overlapping with other related pages and more importantly, have unique product pages.
  • assign source attribution to products by adding parameters to URLs.
  • when doing affiliate marketing, have alternate versions of your product information in different feeds. Create different sets of descriptions, titles, and other elements.
  • consider having select fields in the different feeds, reserving the full product data set for your website.
  • use Google Webmaster Tools, check search engine indexes and do analysis to identify and to eliminate duplicate content. These are three core components of SEO for ecommerce sites that must not go overlooked.

Although there are many other factors that go into the optimization of an ecommerce store, these three are the most essential can make or break your search engine optimization campaign.

In addition to these essentials mentioned above, cohesive ecommerce SEO campaigns will almost always include social media marketing as well as a number of off-page SEO strategies, such as link building, content marketing, and ongoing public relations management.

The idea is build a strong ecommerce brand through a number of channels, with SEO being the base for increased exposure in the search results.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

Optimize Your Ecommerce Marketing Efforts

Virtually all ecommerce sites rely on a blend of online marketing and advertising to capture more customers. Nowadays it's becoming even more challenging, for the competition has become very intense and simply establishing a good ecommerce website will not guarantee its success.

In essence, ecommerce marketers must be creative and strategic to earn an edge over big competitors. There are several strategies that will help to ensure your Ecommerce Marketing Optimizationecommerce website attracts quality traffic that is more prone to convert.

Below we share three of the most powerful strategies to help optimize your ecommerce marketing efforts

  1. Offer incentives: Most online shoppers are thrifty in that they often seek the products with the best prices. In short, the average customer will buy from an ecommerce website that has a good deal. It is thus important to employ such marketing efforts creatively without investing a great deal of ad dollars. If you want to offer incentives without breaking your bank, consider leveraging second tier products as promotional pieces. Typically offering incentives and promotions of Incentives not only encourage customers to buy, but they also ensure that your customers return as well as recommend you to others. Email and social media marketing for ecommerce sites is a great way to promote incentives to both new and existing customers, depending on the nature of the campaign.
     
  2. 2) Take advantage of social media: Social networking sites, video sharing sites and other social media platforms have taken the Internet by storm. There is immense value in using social media to leverage and manage customer loyalty for increased brand awareness and website promotion. Social media brings you greater conversion potential since you will be getting targeted web traffic for minimal investment. This is mostly because only those individuals who know what you are offering will end up on your website. Social media is also advantageous in that it allows you to get valuable feedback from customers as well as engage and interact with customers on a personal level. The trick is post only valuable, unique content on your Twitter, Facebook, Google+, and/or Pinterest accounts. The content of your social posts should be engaging and interesting, and more times often than not, encourage users to take action. You could make games and contests to get more people to engage with your ecommerce site. You could also attract new customers by offering an irresistible offer or coupon. Be proactive and engaging and this will motivate your fans, followers, and subscribers to spread your brand image through sharing and the likes.
     
  3. Optimize marketing for mobile: More and more people are using the Internet on mobile devices. In fact, statistics show that up to 79% of U.S. customers use a smartphone to compare prices, locate retailers, find product information, and make online purchases. There is also a significant number of people who are using other mobile devices like PDAs and tablets for shopping. Take advantage of this by ensuring key pages of your ecommerce websites are mobile-friendly. In some cases a custom mobile application could be the best investment for ecommerce marketing. It is also important to ensure that the checkout process from mobile devices is secure and straightforward. When making a mobile-friendly ecommerce store, ensure that the platform has such exclusive mobile features like mobile store promotions via emails, check-ins, SMS offers, and GPS localization. Mobile website optimization is a critical consideration for ecommerce sites, and it's becoming even more important as mobile becomes even more popular.

The competition in ecommerce marketing is growing to be more intense year by year. Not only is it difficult to pursue ecommerce SEO and other forms of search engine marketing, but simply establishing a web presence and solid customer bases is a challenge in itself. Before you unleash you ecommerce site or web marketing campaign, be sure to have a sound ecommerce strategy in place.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

Optimizing Landing Pages for Greater Conversions

The landing page (also known as the "lead capture page") is where visitors land after clicking on an online advertisement or link. The landing page is the first impression visitors have of your website and what you have to offer. It is thus very important that your landing page is optimized for exceptional usability and conversion orientation.

Ecommerce Landing Page OptimizationWhen it comes to ecommerce Pay Per Click (PPC) advertising, landing page optimization demands constant testing. It is only through split testing where we able to determine which design concepts and page layouts are working, and which are not. The optimization and testing of landing pages is not rocket science, however having the right resources and experience is key.

In addition to analyzing data for testing (typically via Google Analytics,) other skill-sets that accompany landing page optimization are copywriting, web design, and usability. Before we dive into the fundamentals of optimizing landing pages, we must underscore the importance of landing page dedication. That is, it's best to get as specified and targeted as possible with landing pages.

In most cases, especially for ecommerce sites, this will call for the design of dedicated landing pages per advertisement (or ad group from a Google AdWords perspective.) Having dedicated landing pages can not only increase the consumer relevancy and conversion potential of your advertising efforts, but having highly focused landing pages can also increase your AdWords quality scores (which can help to reduce cost per click.)

Understanding Consumer Behavior

The purpose of the landing page testing and optimization is to determine the best ways to influence buyers’ behavior. Understanding the human nature of consumers is a key consideration. A framework that describes stages of customer behavior and interests was pioneered by Elias St. Elmo Lewis back in 1898, and the same concepts are still used today. These four stages, commonly referred to as AIDA, may sound like marketing 101; however each emphasize a stage of customer behavior and can offer insights for development of landing pages.

  1. Awareness: The first stage is the realization by the customer that there are several possibilities/actions available.
     
  2. Interest: The consumer shows preference and selects one of the possibilities/courses of action.
     
  3. Desire: The enthusiasm of the customer grows in the course of action chosen.
     
  4. Action: The customer acts and begins to enjoy the benefits of the option/course of action chosen. There should be flow and continuity in the landing page decision making model so that the progression of the visitor is properly supported through all the steps. In essence, you want to get to know you target market as best as possible to determine how they proceed through each step. For that reason, the stages of AIDA must be aligned with certain visitor types.

Know the Nature of Visitors

The different visitor types are:

  • Browsers: These are people with unmet needs, but are not quite certain what they truly want.
  • Evaluators: These are people who are searching for more detailed supporting info and who know enough to compare different options.
  • Customers: These are people who have completed transactions in the past and whose satisfaction level has to be maintained until they come for another transaction.
  • Transactors: These are people who have already decided what they want to buy and who are now in the process of making the transaction.

The marriage of AIDA and visitor type can also apply to different time frames and scales of tasks. A potential customer may interact with a site several times before making the final decision. On the other end of the spectrum are is short-duration decisions or micro tasks that take a few seconds only.

Fortunately, Google AdWords now enables marketers to see and assess such data to determine the various touch points that may contribute to sales. In summary, visitors should be given what they want when they reach a landing page.

Define key visitor types of you target market and define the most important conversion tasks (or desired action) for each type. Ideally, you'll want to dedicate conversion oriented landing pages to the ads at hand (as well as consumers.) As a result, your ecommerce PPC efforts can flourish.

Why Being an Educator Wins for Ecommerce SEO

For many product-related keyword categories, the ecommerce SEO playing field is fierce with many big budget retailers dominating the SERPs. Although these competitors may be intimidating for your organic SEO efforts, there are usually ways to get around them. Being an educator is one.

Successful SEO for ecommerce sites demands a good understanding of the buying behaviors of online shoppers. A vast majority of online shoppers are better defined as browsers, or info seekers who are still in the pre-purchasing phases of the buying cycle. These individuals are purely seeking information to help aid their decision.

Common pre-purchasing behaviors of online browsers include:

  • learning as much as they can about the product before they buy it
  • seeking out unbiased reviews of the product
  • comparing the features of similar models

This is when being an educator is clutch for ecommerce SEO. Instead of optimizing only product pages, maybe you can optimize a page for reviews? Or perhaps a product 'FAQ' page? Or Video? To help get your creative juices flowing, we provide a couple examples of how being an educator wins for ecommerce SEO.

Superb Use of a Sub-Domain

Just the other day I was doing some research for a new pair of running shoes, particularly for triathlon. I've been noticing a lot of the pro triathlete wearing Newton running shoes, so I decided to learn more about what makes this brand so special. I submitted the search query 'newton triathlon shoes' in Google.

The first thing I noticed was www.TriSports.com dominating the top two search listings. But what really stood out was this listing at the #5 spot: "Genious..,"

I thought to myself as I delved into highly informative write-up (with the subtle "Buy Now" button) all about Newton's new MV model shoe. TriSports created a sub-domain called the TriSports University which profiles certain products with very thorough analyses. In essence, the write-up was a thorough review that touched on many of the specific details that the average shopper wants to know.

 

It covered how well the shoes perform under certain conditions, all of the minute features and benefits of the shoes, as well as the primary pitfalls of the product. Not only did this write-up help my decision on buying the Newtons (in which I did,) it made me perceive TriSports as a trusted ecommerce store that knows what they're doing.

Owning it with Rich Media Reviews

The organic search listings for product-related queries can be a bit overwhelming, especially for broad searches like "arcteryx jackets reviews." One form of rich media that makes a prominent appearance in the search results is video.

Creating and optimizing review-focused videos is a great way to capture search engine exposure (naturally, without building links.) The search results shown above reflect the keyword query "arcteryx jackets reviews." The listing that really stood out to me was the video.

The creator of the video (www.missionreadyequipment.com) does a good job at explaining some of the features of a couple different Arcteryx brand jackets, however the company fails to provide a good call to action. Nonetheless, their video has earned over 14,000 views and it holds a great ranking for a very popular search.

Additionally, the video is educational and speaks to a very specific target market. The practice of creating review-based videos can be momentous for ecommerce SEO and organic search marketing.

The trick is to optimize videos to maximize there organic SEO potential. In addition to keyword optimizing the video properties, a good way to do this is create a video sitemap on your ecommerce website. In a nutshell, search engine like Google love video sitemaps and they help to get your videos found in the organic search listings.

Blogging All About It

While looking for costume ideas on some 'sailing clothing' sites for sarcastic 'yacht club' party, I came upon a well-optimized ecommerce site called Point Loma Outfitting. I saw that they had a blog, so for sh**ts and giggles I thought I'd take a peek.

I noticed they had a blog post about "Camet sailing clothing" with a video as the many feature of the post. Naturally, my organic SEO instincts directed me to Google where I searched that exact phrase match 'camet sailing clothing'.

Sure enough, Point Loma was sitting pretty at the #2 spot, along with the video they featured in their blog post at #5. I decided to glance at the blog again to test its true effectiveness. After seeing a blog post about the arrival of the new 'SLAM Force 4 Series Foul Weather Gear', I decided to search the phrase 'slam force 4'. It turns out that Point Loma is killing it.

In addition to the company's impressive display of video SEO, they seem to understand the power behind content marketing via blogging. I tip my hat to the organic SEO's of Point Loma. Well done.

Be More Than Just an Ecommerce Site. Be an Institution.

Educating potential customers can instill a high degree of trust and credibility in your ecommerce store. Additionally, offering valuable content can naturally earn link popularity for the benefit of organic SEO. The underlying takeaway to becoming a good educator for ecommerce SEO: be creative in what you offer, and strategic in how you offer it.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+

7 Impactful Ecommerce PPC Strategies

Managing a PPC campaign for an ecommerce site can be a cumbersome endeavor. In addition to keeping everything organized, ecommerce advertisers battle a lot of clutter in the paid search arena. With big budget retailers dominating the playing field, it's now more challenging than ever to stand out in the SERPs.

Building a well-structured campaign and employing the right ecommerce PPC strategies is paramount for success. Regardless of your business type, budget size, and overall competition, there are a number of techniques to make your ads more effective. Below we highlight seven effective strategies for ecommerce PPC advertising.

Peel n' Stick

Ecommerce PPC - Peel n StickAd groups typically perform optimally when they include a very narrow grouping of highly similar keyword targets.

One of the biggest faults Pay Per Click advertisers make is cramming far too many keywords in a single ad group. Attempting to cover several different keywords with one ad results in numerous inefficiencies. When this appears to be the case, the keywords in an ad groups can be further segmented, or in other words, peel n' stick can be employed.

Coined by marketing specialist Perry Marshall, the peel n' stick strategy involves taking a poor performing keyword and putting it in another more relevant ad group (or creating a new one.) Good peel n' stick opportunities are typically found in keywords with low quality scores.

For ecommerce PPC, this might be a keyword that represent product variation, such as a specific model that's worthy of a new ad group. Often times when a weak keyword is placed in a different yet more relevant ad group, the quality score will increase. Similarly, a new, more targeted ad can be written.

Split-Testing

Ad copy is an often overlooked component when optimizing a PPC campaign for better performance. Not only can the content of your PPC ads impact quality scores, but ad copy influences how well users respond to your ads (measured by click-through rate or "CTR"). It is thus important that you split-test several ads per ad group.

Try running 2-5 ad variations, depending on how many impressions a certain ad group is receiving. If you ads are getting a lot of exposure in little time, it makes more sense to split-test 3-5 ads, as opposed to just 2. By including the primary keywords of an ad group in the ad copy, the improved contextual relevancy helps to increase quality score.

PPC Split TestingFor this reason, it's beneficial to use all or some of the keyword phrase in the copy. Trying using multiple variations in your ad copy. One effective strategy is using Dynamic Keyword Insertion (shown in the middle ad in the image.)

Using this strategy will help improve the keyword relevancy of you PPC ads by having the headline of your ads to replicate what the users searches.

When using dynamic keyword insertion, you include a unique string in the headline like so: Ad Headline = {KeyWord:Kids Army Uniform} If a user's search query is more than 25 characters long (exceeding the headline's character limit,) the alternative phrase "Kids Army Uniform" will be displayed.

This strategy is highly effective in improving both CTR as well as quality score, especially for AdWords PPC campaign management. Just be careful using this strategy, for your competitors maybe doing the same thing. This is particularly common for competitive, product-related keywords where there's a number of big budget advertisers.

Ad Copywriting

Successful PPC ads will include three important elements to promote greater click-through rates (CTR). These include:

  • Offer - what's the product you're offering
  • Value - why buying from your ecommerce store is beneficial
  • Proposition - what kind of action the user should take

The offer is almost always a given and is typically included in the copy naturally. The value and proposition of the ad are the elements that most often go overlooked. The proposition is simply a call-to-action, or a verb of some kind. A few of the most common for ecommerce PPC is "Shop," "Buy," and "Save." Get creative and try more appealing verbs like "Discover," "Gain," or "Realize."

Express value in your ad copy is one of the greatest challenges of copywriting. Paid search ads have limited character space which makes it difficult to sum-up the unique benefits and qualities. Some of the most obvious and over-used examples are "Free Shipping" or "100% Money Back."

In some instances, taking a more emotional approach can be highly effective. Take the time to learn about the product your advertising and its target market. Knowledge is the best sources for great ideas for ad copy.

AdWords Ad Extensions: Product Extensions

A powerful PPC advertising strategy that can significantly help improve CTR is using ad extensions in Google AdWords. Ad extensions are simple enhancements that can greater improve the presentation of your paid ads.

Keep in mind that ad extensions influence an entire campaign (not per ad group,) so any ad extension you implement will impact all ad groups within that campaign. One of the best ad extensions for ecommerce PPC is product extensions. Using this extension will show an image for the specific product being advertised.

For competitive keywords, this strategy can really make your ads stand out from the clutter. In fact, eye-tracking studies have shown that product extensions are among the most effective techniques to capture the attention of Ecommerce PPC Product Extensionssearch engine users.

To use product extensions, you'll need to set-up a Google Merchant Center account. This is basis for Google's shopping results which display in the top right side of the search engine results. After this account is established, you can sync your AdWords account with your Google Merchant Center account to start using this excellent extension.

AdWords Ad Extensions: SiteLinks

Ecommerce PPC Sitelinks Extension

Another effective ad extension is using Sitelinks. With this extension you can include links in your PPC ad that take users to specific pages of your ecommerce site. Not only can this help make your ads appear more prominent in the search results, but sitelinks can help facilitate conversions on broad keywords like "triathlon wetsuits."

In a campaign like this, you ad sitelinks to men's or women's wetsuits or perhaps certain brands. Utilizing the sitelinks ad extension can also contribute to greater usability by minimizing your conversion funnels.

Keyword Bidding

PPC Keyword Bidding StrategiesA great method to make your paid advertising more efficient is employing keyword bidding strategies like modified broad match. Unlike broad, "phrase," or [exact] phrase match bidding, modified broad match uses a "+" symbol in front of keywords that must be included in the user's search query for your ad to appear.

For instance, if we bid on the keyword phrase +access +control +systems, those three words must be used in a user's search query for our ad to be shown. (So the keyword phrase "access control systems for banks" would trigger the ad, however "security access system" would not.)

This bidding strategy can help ensure that you ads are being shown when users search long-tail keywords or phrases with greater detail. Another advantage of using modified broad match is that the cost per click (CPC) for some keyword combinations is significantly lower.

You can try using creative bidding strategies like security +access +control. By leaving "security" as a broad match (no "+" symbol,) our ad may display for searches like "surveillance access control" because "security" and "surveillance" are closely related with respect to Google's broad match standards.

Remarketing via the GDN

Have you ever visited a product page on an ecommerce site (did not make a purchase) and later while browsing other websites (or even watching a YouTube video) noticed ads being served of that same ecommerce store?

That's called remarketing, or advertising to market segments that may have had some previous contact with your brand. However, instead of using Google Search, the most effective remarketing channel is using the Google Display Network or GDN. 

Remarketing via the GDN is a bit unique compared to traditional paid search advertising. As an advertiser, you need keep in mind that those individuals being served display ads are not actively shopping like they are using Google search.

Remarketing is the strategic process of serving a follow-up ad to someone who has already connected with your site. This practice, although very powerful, can sometimes appear intrusive, so it's important to use this approach in moderation. Google has recently unveiled some new features in Google Analytics for remarketing.

In essence, Google has made it more efficient to create highly targeted customer lists and run ads to these individuals.

Summary

Depending on the size and nature of your online store, ecommerce Pay Per Click advertising can be a complex undertaking. In addition, to properly structuring your campaigns and ad groups, developing effective strategies for ecommerce PPC is essential to thrive amongst your competitors. We hope that these seven strategies will help you stand out from the crowd and start realizing greater return on ad spend.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

Visit Tyler on Google+ or check out his Google Ads online course at YisooTraining.com.

PPC vs. SEO: Which is Better for Ecommerce Internet Marketing?

The competition in ecommerce search marketing increases with each year. Nearly every corner of online business contains a blend of players with both advertising skills and deep pockets. Below is one example of the dense variety of retailers all trying to increase their visibility on the web.

So a sports retailer sells gear and memorabilia in all the major sports (basketball, baseball, football, hockey, golf, etc.) over the web. How do you market the products and compete with all the other big boys? Any query for every type of sports gear is filled with big-budget national retailers that dominate both paid and organic listings.

PPC advertising is one way to attain high search engine exposure. However, at nearly $1 per click for an exact phrase match like [mens baseball cleats], it’s easy to see how the expenses can add up in PPC advertising. The other main option is to target search engine optimization. The goal with SEO is to earn a top spot on the keyword phrase.

The chances of reaching a top spot are hard to predict because of the amount of strong competition. Not to mention SEO takes a lot of blood, sweat and tears. In the end, what should a retailer decide when exploring the possibilities of ecommerce Internet marketing? Is SEO or PPC the answer?

Long-tail Insights Are the Key

Search engine users are more precise with their keyword phrases than ever these days. The habit of Internet consumers is to search a long-tail keyword phrase reflecting the particular product they’re seeking. Simply put, the phrase will include three or more words specifying a product, such as “louisville slugger genesis” or “louisville slugger genesis baseball bag.”

Knowing the tendencies of long-tail search is critical for ecommerce SEO as well as PPC, particularly with limited budgets and close competition. Google’s Instant feature is an ideal tool to increase your scope on these trends with relation to your ecommerce website’s keyword-targeted-phrases. From the results given by Google Instant, it seems like “louisville slugger genesis wheeled bag” is a long-tail keyword worth targeting.

We can create highly-targeted ads specifically for this equipment bag as a means of ecommerce PPC. By doing so, our ad has a chance to stand out from the rest. The headline of “Louisville Slugger Genesis Wheeled Bag” may pertain to searches more than the average “Louisville Slugger Genesis.” For retailers with a limited advertising budget, testing ecommerce PPC waters with long-tail keyword targeting is a smart move. Bid on keywords using only [exact phrase match] to start.

You can also use modified broad match to capture anything relevant that included any of your specified terms. Bidding on a keyword phrase using the modified broad match might look similar to this +Louisville +Slugger +Genesis. This bidding strategy will only trigger your ads when each of those three words are used in a query.

Using Ecommerce PPC to Test SEO Keywords

Search engine optimization is a lengthy endeavor, so it’s important that the chosen keyword targets produce sales. It’s great if we can accomplish a top keyword ranking, but the real goal is conversions. Without the conversions, the SEO campaign’s a bust.

One of the most effective strategies in ecommerce Internet marketing is to use PPC to test the sales of a variety of potential keywords before optimizing for them with SEO. For huge online retailers with endless products, PPC can be one of the best testing procedures for search engine optimization. Typically if a keyword produces sales in PPC advertising, then it will most likely convert organic SEO traffic. The point here is to highlight the keywords that produce the most sales via PPC and decide which of those keywords should be used for ecommerce SEO.

If a keyword is new and unfamiliar, test it for a while with PPC until the statistics are relevant enough to evaluate its sales and SEO potential. Part of the keyword selection process is taking into consideration how competitive each keyword is and whether or not achieving a top ranking is possible. The organic listings for some keywords are too competitive for ecommerce SEO, no matter how successful a keyword converts from PPC.

Localize Your Campaigns

Some retailers have a local market focus allowing them to set-up ecommerce PPC campaigns targeting specific geographic areas.

This enables marketers to write targeted ads with locally-centered content, like “Product of the Napa Valley” or “Found only in…” These ads will stand out from generic keyword phrasing cluttering up the SERPs. A lot of times, users are searching for products locally. Their queries might include a geo-modifier, such as “sporting goods in Kalamazoo.”

If you own an ecommerce site, but also have a physical location of business, you definitely want to consider developing a local SEO strategy. The process of geo-optimizing your website is simple. Make sure to mention the city or region your store is located in throughout the content of your site. You can include your store address in the footer for starters.

Also include your geographic target in your URLS, Page Titles and Meta Descriptions of your optimized pages will help your website significantly for geographic matching in local searches.

The idea to localize your ecommerce Internet marketing campaign may seem strange when you’re also trying to sell products on a national level. But if you’re also looking for foot traffic then the decision to locally optimize is a no-brainer.

Socialize the Marketing Campaign

Social media plays a part in pretty much every Internet marketing campaign. When it comes to ecommerce Pay Per Click advertising and organic SEO, social media is the ribbon complementing the gift.

Social media is budget-friendly, extremely interactive and always has the potential to go viral for your ecommerce brand. Think about the viewpoint of your target market. Are they using social media platforms? Which ones?

Facebook and Google + are the most frequented due to their popularity. But a social media campaign goes further than just identifying. Building a following and interacting with your followers in specific ways is how you solidify your campaign.

Social media, if done correctly, can really complement all SEO and PPC efforts. The goal is to build a brand while consistently bringing in traffic to your website. Social media platforms may contribute a little to the SEO effort, but for the most part, social media should be approached with an inbound marketing strategy.

How can you lure a potential customer to your ecommerce site?

The End Result

The most successful search marketing campaigns use a mixture of search engine optimization, pay per click advertising and social media marketing. Email marketing can be important too, but that could be covered in a whole other blog post. Study your target market’s interests and slowly assemble your campaign in a way which will relate to them best. Patience is critical as you make your way into PPC and SEO. Internet marketing for an ecommerce brand is relentless. Know your strategies are effective before pouring too much time and money into a campaign.

This article was contributed by Kyle Blasco

Get Started Now!

Get Started Now!

Ecommerce SEO Articles

Ecommerce SEO Tips for Local Brick-and-Mortars

Ecommerce SEO and selling product online (to wider geographic market) is not limited to big retailers, warehouses, affiliates and drop shippers. There are many ways local brick-and-mortars can capture a share of the greater search market and grow their businesses.

In fact, there are many SEO strategies that local retailers can use to increase their search visibility. While some of the following ideas can be taken in different directions, each tip is designed help brick-and-mortars use ecommerce SEO in a creative and actionable manner.

brick and mortar SEO local ecommerce

It's All About Branding...

The first tip to a thriving ecommerce SEO campaign is to understand that a great deal of success hinges on brand building and cultivating a reputation. From your social media image to the content a business produces, underscoring your efforts with a brand-centric approach is the way to go.

Marco Laterza gets it. This guy built a brand around The Vegan Project and he's monetizing through product sales.

vegan protein powder project youtube brand

Bloggers, related brands, and other web users link to and mention brands (not just websites.) Establish a reputation for something your business offers, and offers well. And make the brand behind your store the foundation to it all.

...and Niche Targeting

Like I mentioned above, establish a reputation for something your business offers well. Think of this as your wheelhouse. Are there any products that your retail store is recognized for? Do you specialize in a select brand or exclusive line?

Take these ideas and try to niche-them-down even further. Ecommerce SEO can be a fierce battlefield, so it's critical to target and optimize for very niche keyword categories. While incubating on which direction to take with this, you may find that you're best off starting with specific products. And perhaps products you know very well.

Go Deep With Product SEO

A local health food store is going to have a difficult time competitively ranking for keywords like "vegan protein powder." However, that same store could stand a better chance with phrases like "sunwarrior warrior blend raw plant-based complete protein powder," (yes, that long-tail phrase does get searched in Google,) Or perhaps, "best plant based protein powder for weight loss."

vegan protein powder reviews 2016

Sure, there are tons of undefined variables that could impact this site's authority and ranking. The idea here is that it can more effective to build, optimize, and share content for specific products and long-tail keywords.

When you search for specific products, Google will often favor popular review posts, videos, and other great forms of content marketing. High-value content that gets social shares, links, and other heavy ranking signals are true assets for SEO.

Construct a Content Strategy

The nice thing about local brick-and-mortar SEO is that these businesses can practice better pacing. What do I mean by that?

The common scenario when investing in an expensive ecommerce SEO program is targeting 1,000+ keywords and swimming in many different seas. This can be effective for authoritative domains and big brands (or retailers who work with the best-rated Atlanta SEO companies. However, for local brick-and-mortars, it's often best to start smaller, and invest quality efforts over volume.

In short, you don't want to spread yourself to thin. Focus on actualizing (a handful of) high-value content strategies (i.e. in-depth product reviews, videos, blogs, etc.) that yield high levels of engagement. Long-form content often wins when it comes to SEO and high page rankings, especially when infused with subtle keyword targeting and social media.

Infusing Keywords & Social Media

The last tip I am going to offer is the icing on the cake. So much so that you might find yourself confidently investing in social media advertising (i.e. promoted Tweets and boosted/sponsored Facebook posts.)

Amazing Grass Protein Superfood Review

Here's an example: let's say the local health food store writes a great product review for Amazing Grass Protein Superfood (a fine product if I might say so myself.) The store tags @Amazing Grass when sharing the review on Facebook. The folks over Amazing Grass love the review so much, they decide to share it with their 98,895 followers.

In just a couple weeks, the review post earns 392 likes, 12 comments, and 25 shares, as well as a few backlinks from other bloggers. And because the health food store's web marketer was SEO-savvy and infused the blog post with keywords around Amazing Grass Protein Superfood Review, the page ranked in the top 3 for that keyword phrase.

Again, this is just an example, but a realistic one that sheds light on the possibility of infusing your content strategies keywords (for SEO) and social media (by earning social signals and backlinks.)

For more information about this topic, check out an article I wrote titled Infusing SEO Into Your Content Marketing Strategies. For best practices on ecommerce SEO, local SEO, and search marketing, check me out on Twitter, Google+, or LinkedIn.

Read More

10-Step SEO Checklist for Ecommerce Sites Entering 2016

With 2016 soon approaching, many ecommerce sites are restructuring their approach to SEO. With SEO strategies and best practices continuously evolving to the new standards of Google's search algorithm, there is no better time to revamp and optimize an ecommerce SEO program.

ecommerce seo checklist 2016

To help shed light on the vital areas that could use attention, below is a brief 10-step SEO checklist for ecommerce sites entering 2016.

10-Steps to Better SEO for Ecommerce Sites

While you could hire a SEO expert to conduct an ecommerce SEO site audit to address most of these elements, most of the following aspects can be handled with basic knowledge and access to the right tools. They include:

1. Pinpoint HTML Errors

Ecommerce sites are deep and highly technical. Any issues negatively impacting search engine crawling and indexing can plague SEO. Check Google Webmaster Tools to pinpoint any obvious HTML errors. Further, use tools like W3C Markup Validation Service to ensure the ecommerce site is error free.

2. Check for Broken Links

Similar to the latter process of pinpointing HTML, make sure all broken links and 404 errors are corrected. These can hinder SEO and should be fixed with proper redirects.

3. Scan the Site's Backlink Profile

Using tools like A href's, Majestic, or SEO SpyGlass, get a full picture of the backlinks pointing to the ecommerce site. Audit both the sources and anchor text of the links. Spammy links can be disavowed. Further, too much optimized anchor text (keyword-stuffed anchor text) can indicate that any future link building should be done in natural fashion (using anchor text like "domain.com," "click here," or "learn more.")

4. Are You Using Schema Markup?

If you're not using any form of Schema markup (i.e. Product Schema for product pages,) then this is the year to get on board. While Google has yet to admit any correlation of using Schema and seeing better rankings, many ecommerce SEO's claim to experience dramatic improvement in search engine visibility.

5. Enhance Titles & Meta Data

Writing new page titles and meta descriptions for each page might be a bit much for an ecommerce site. But take a look at your top 10-20 pages generating the most organic search traffic and assess the page titles and meta data. 

Are your titles keyword-relevant and under 63 characters? Are you meta descriptions creative, compelling, and under 154 characters. Writing great copy for these small yet significant page attributes has been shown to increase click-through rates, as well as uplift rankings.

6. Audit Your Page Copy

Similar to auditing the page titles and meta descriptions (which are visible in Google's search results), read over the copy populating your top pages. Does the copy reflect the voice of your ecommerce brand? Is it accurate, grammatically correct, and unique? Do you have at least 200 or so words on your key money pages?

7. Evaluate Your Ecommerce Site's Footer

Because footers are site-wide, or on all pages of your site, any links in the footer get special search engine attention.

Not all footers are created equal. For this reason, make sure your site's footer is aligned with your ecommerce SEO strategies. For example, having a section labeled "Most Popular Posts" is a great place to link a few of your best, traffic-generated blog posts. Further, you can link to "Top Products," "Video Reviews," and other linkable SEO assets in your footer.

8. Expand Your Sitemaps

Using a sitemap, or many segmented sitemaps, is essential for ecommerce SEO and ensuring proper crawling and indexing of your key money pages. If you current sitemap only contains a few major pages in your site's navigation, then it's time to expand. Because ecommerce sites often have thousands of pages, try developing segmented sitemaps based on various product categories or brands. There are no rules, but do apply a layer of logic and organization to constructing your sitemaps.

9. Assess Your Social Media Status

If you've been slow to embrace social media in 2015, now is the time to establish a presence on Facebook, Twitter, Google+, Pinterest, Instagram, and LinkedIn (at very least.) These social media platforms can greatly help fuel your ecommerce SEO efforts.

10. Craft a Content Strategy

In addition to being powerful channel for inbound marketing, content marketing is one of the best supplements to ecommerce SEO. First, determine the various types of content that you're capable of creating (i.e. articles, blog posts, video, graphics, etc.) Next, make a list of questions, problems, solutions, and topics that you want to convey in your content. Lastly, create the content and get it published, whether on your ecommerce site, or on another relevant sources (preferably one that gets a lot of traffic.)

Read More

Web Presence Management for Ecommerce: 3 Keys to Success

Web Presence Management for EcommerceHere at Click Centric SEO, we often focus our work on ecommerce SEO and search marketing (PPC advertising, etc) Any yet, when we work with ecommerce clients, we advocate a more cohesive approach that centers on managing an ecommerce brand's complete web presence.

Parallel to the evolution of SEO and Google's algorithmic changes is the needed to embrace a comprehensive strategy that focuses on various aspects of web marketing and online brand building. Web presence management is one of the best ways to define this new approach as it takes into account several key variables which we go into greater detail below.

Embracing Web Presence Management Cohesively

What's different about web presence management compared to other forms of managing and building an online brand is cohesiveness. This approach brings together several aspects of Internet marketing and branding, and each work together in unison to grow a company's online presence.

The questions below reflect the primary components of web presence management. Answering each questions honestly might shed light on where you can improve the optimization and management of your ecommerce brand's web presence. For additional resources for web presence optimization, visit our sister company, WebPresenceGroup.net.

Are You Investing Enough In Social Media?

Investing in social media comes in many forms, such as:Web Presence Management Social Media

  • investing time and energy building a social media presence on Facebook, Twitter, Google+, LinkedIn, Pinterest, etc.
  • investing in social media advertising to reach new people to grow your audience
  • investing time and energy finding quality content to share
  • investing in the interaction and engagement with your audience

The social media presence of your ecommerce brand will ultimately influence its growth in many ways, particularly SEO and domain authority. How?

This is the role having a content strategy will play in web presence management.

Do You Have A Content Strategy In Place?

A content strategy is the glue that holds together your social media and SEO efforts. The creation of kick-ass content that resonates with you target audience provides the tangible means of having something awesome to share on social media.

Not only can this awesome content conjure a lot of likes, shares, tweets, and other social signals (making your content more legit in the eyes of Google,) but any links stemming from your content can be magnified, especially when they direct to key money pages or product pages on the cusp of high rankings.

While there are many ways to embrace content marketing and creating a content strategy, get creative and tap into interesting means that will spark the interests of your target audience. For ecommerce, in-depth articles, product review videos, image-packed and idea-rich blog posts are just a few good places to start.

What Are You Doing To Improve Your Search Engine Presence?

Sure, you've done some SEO on your ecommerce site and made your product pages are keyword relevant. But that's just 20% of the SEO equation.


Web Presence Management Search Marketing

What are doing off-site to support your SEO objectives (i.e. link outreach, network, blogging, etc.)?

Are you experimenting with PPC advertising to market your money products on search?

Where are most of your links coming from and how can you diversify your site's backlink profile.

Again, web presence management centers on cohesiveness and exploring all avenues to cultivate success. Focusing only on link building, or only on social, will only pose limitations in the growth of your web presence.

Read More

Proven Tips to Better Optimize Your Ecommerce PPC Campaigns

Ecommerce PPC can be a complicated endeavor for even experienced advertisers. Fortunately, there are a few specific features that can offer the data and insights needed to make intelligent improvements.

Below we delve into 5 tips that can help you optimize your ecommerce PPC campaigns for dramatic improvements. Let's dive right in.

1. See "Search Terms" & Pinpoint Potential Negative Keywords

One of the most revealing features in Google AdWords and Bing AdCenter is information that can be viewed under the Dimensions tab (specifically "Search Terms".) Open the Search Terms for any particular ad group. This will show data surrounding exactly the queries that users have searched to trigger your ads.

AdWords Dimensions Search Terms

If you notice certain keywords that are not relevant or aligned with your bidding objectives, then:

  • Your keyword bidding strategy needs to be improved (often using more precise matching [see next tip below]).
  • You may want to pinpoint unwanted keyword variations and implement them as negative keywords (i.e. "polypropylene wetsuits" and "polypropylene wetsuit repair " - add "repair" as negative keyword.

Dimensions can offer a world of insight to better optimize your ecommerce PPC campaigns. Play around with various views and see what data you can turn into actionable strategies.

2. Improve Your Keyword Bidding Strategies

After looking at the Search Terms used in various ad groups, there may be obvious indicators to improve your keyword bidding strategy. For instance, if you notice a lot completely unrelated queries (i.e. your bidding on full-sleeve wet suits but Search Terms shows that your ads are showing for full-sleeve prom dresses,) you're probably using broad match bidding.

In short, never use broad match keyword bidding. Based on the example above, Google's broad match mechanism will assume "suits" is close enough to "dresses" to trigger your ad. It's a pretty lofty relationship, but it's how Google makes a lot of coin off amateur AdWords users.

Instead, always opt for more precise keyword bidding strategies, like +modified +broad, "phrase," and [exact] match. If you're unfamiliar with the various keyword match types, take 5 to read this nice post at WordStream.com. Or check out this training course to help you master Google AdWords.

3. Leverage Google Analytics to Assess Post-Click Activity

ecommerce PPC Google Analtyics Behavior

An often overlooked aspect of ecommerce PPC is assessing landing page effectiveness. This approach is more aligned with conversion rate optimization (CRO), or improving landing pages and the overall conversion funnel to prompt desirable action more often (i.e. greater sales, for ecommerce PPC advertising.) 

A good place to start when embarking on this Analytics journey is the "Behavior" tab in the left navigation. "Site Content > Landing Pages" will offer behavioral metrics as to how visitors are interacting with your most popular pages. "Content Drilldown" can help you see how visitors navigate your site, which can provide insights as to whether or not your conversion funnel is working as you intended it to.

Likewise, "In-page Analytics" is a fun feature that enables you to see just how visitors are interacting with each page and the distribution of how often certain links and buttons are being clicked. With these features, you might find it worth while to experiment with new calls-to-action and landing page variations. Each case is unique, so it's up to you to explore the data and devise CRO strategies and tests to make improvements.

4. "Peeling & Sticking" Keywords Into More Relevant Ad Groups

Ecommerce PPC - Peel n StickAd groups typically perform optimally when they include a very narrow grouping of highly similar keyword targets.

One of the biggest faults many ecommerce PPC advertisers make is cramming far too many keywords in a single ad group. Attempting to cover several different keywords with one ad results in a number of inefficiencies. When this is the case, keywords can often be further segmented into new or more relevant ad groups. In other words, under-rated peel n' stick strategy can be employed.

Coined by marketing specialist Perry Marshall, peeling and sticking involves taking poor performing keywords and putting them in other more relevant ad groups (or creating new, dedicated ad groups.) Solid opportunities for peel n' stick are typically with keywords with low quality scores.

For ecommerce PPC, this might be a keyword that represent product variation (i.e. "full-sleeve wet suits" and "sleeveless wet suits" in one ad group for "Wet Suits"). In the latter example, these two keywords should be in their own dedicated ad group, as they probably have unique landing pages. Additionally, you can often write more targeted ads. Often times when a weak keyword is placed in a different yet more relevant ad group, the quality score and click-through rate can increase.

5. Never Stop Split-Testing Ad Creative

Split-testing ad creative is an often overlooked practice to better optimize an ecommerce PPC campaign for better performance. Not only can the copy of your PPC ads impact quality scores, but ad copy also influences how well users respond to your ads (measured by click-through rate or "CTR"). For this reason, it's important that you split-test several ads per ad group.

Try running 3-6 different creative variations, depending on how many impressions a certain ad group is receiving. If you ads are getting a lot of exposure in little time, it might make more sense to split-test 4 ads, as opposed to just 2. In most cases, by including the primary target keywords in the ad copy, the ads' contextual relevancy can improve which helps to increase CTR and quality score.

PPC Split TestingFor this reason, it's beneficial to use all or some of the keyword phrase in the copy. Trying using multiple variations in your ad copy. One effective strategy is using Dynamic Keyword Insertion (shown in the middle ad in the image.)

Using this strategy will help improve the keyword relevancy of you PPC ads by having the headline of your ads to replicate what the users searches.

When using dynamic keyword insertion (DKI), you include a unique string in the headline like so: Ad Headline = {KeyWord:Kids Army Uniform} If a user's search query is more than 25 characters long (exceeding the headline's character limit,) the alternative phrase "Kids Army Uniform" will be displayed.

This strategy is highly effective in improving both CTR as well as quality score, especially for ecommerce PPC campaign management. Just be careful using this strategy, for your competitors maybe doing the same thing. This is particularly common for competitive, product-related keywords where there's a number of big budget advertisers.

What Say Ye?!

Tell us, what are some of your favorite PPC optimization tips and techniques? Let us know in the comments below!

Read More

What It Takes To Cultivate a Sustainable Ecommerce SEO Strategy

Ecommerce SEO is a battle that many retailers fight (often times for years) and lose within time. Achieving sustainable search engine placement and out-ranking the Amazon's and eBay's of the web is incredibly tough. But it's not impossible.

What does it take to be atop these heavy hitters and hold high search rankings for the long-haul? Below we delve into some of the primary pillars that are vital to cultivate a sustainable ecommerce SEO strategy that delivers results for years (not just a few weeks.)sustainable ecommerce seo strategy

The On-site SEO Basics

There's on-page SEO and there's on-site SEO. Although many in the industry find these terms synonymous, they are actually a slightly different.

You can think of on-site SEO as the all-encompassing effort of ensuring your ecommerce site is properly optimized across all pages (i.e. sitemaps, schema markup, internal linking, etc.) While on-page SEO focuses more on the specific details and intricacies of optimizing a page (i.e. keyword-relevant titles, Meta data, copy, etc.)

To cover the on-site SEO basics, follow our Ultimate SEO Checklist for Ecommerce Sites. Here you find a quick run-down on the basic necessities of on-page and on-site SEO for ecommerce sites.

Growing Social Media Presence

Growing your social media presence should be equally as important as growing your keyword rankings in Google. A strong social media presence on Google+, Facebook, Twitter, Pinterest, and other relevant channels is a powerful asset that can have a profound impact on your store's bottom line.

social media seo Not only does social media fuel direct traffic and sales for your ecommerce site, but it also helps to ignite your SEO efforts and content strategy (below). There's also an emerging buzzword called "social authority," and it makes a lot of sense from an SEO perspective.

In short, an ecommerce brand with loads of Facebook page likes, Google +1's, Twitter and Pinterest followers, etc. is attributed with great social authority. And what better mechanism for Google to determine ecommerce sites worthy of higher rankings?

Invest some marketing dollars in social media advertising and build your audience. Naturally growing a social media presence (via a content strategy) is pretty challenging, but not impossible. Your team can accelerate this process by getting new followers on-board to help share and spread awareness of all things awesome about your brand.

Fresh, Audience-Focused Content (On The Reg)

The next primary pillar to a sustainably-performing ecommerce SEO strategy is devise and implement a content strategy (or "content marketing strategy"). There are many possibilities to create audience-focused content, but ultimately, originality (evergreen content) and value are vital aspects to keep top of mind.

Product review videos are always a great approach, as evergreen videos (produced by your ecommerce store) placed on key product pages or rank-worthy money pages brings SEO value to those pages.

Focusing on long-form content is also a great content strategy, particularly if you're selling high-dollar items that require deep customer research and contemplation. Long-form content is comprised of in-depth articles that focus on specific topics, products, and applications.

Get your ecommerce marketing team together and brainstorm some stellar ideas to cultivate a content strategy. Just make sure to create a schedule and keep pushing out brilliant content on the reg (regular, that is ;).

Authoritative, Relevant Backlinks

While your awesome content should hopefully earn the likes of your social media audience (and thus earn some backlinks as a result,) this practice is often much easier said than done. Earning links requires an exceptional content strategy that's executed to perfection.SEO authority

In most cases, manual link generation is need to produce results. And while we don't always recommend link building, when we do, it's absolutely important to take a very natural approach and build links mindfully using relevant sources and a very balanced anchor text profile.

While the best links are earned naturally via brilliant content that people link to, it can be beneficial to jump-start an ecommerce SEO strategy by manually publishing content on quality sources to direct links back to your site. Although this a consider "gray-hat" SEO, there's really no other option to be a strong contender in a competitive search market. In short, authoritative, relevant backlinks will help to build domain authority all while helping to establish keyword relevancy (two key drivers to sustainable rankings.)

Technical Fluidity

Last but most certainly not least, the nuts and bolts behind the ecommerce site (the HTML backend) needs to be fluid and free of HTML errors and warnings. In essence, a technically fluid website enable search engine spiders to seamlessly crawl and index a site without getting choked up on broken code, flash media, or other roadblocks negatively impacting performance.

A good place to check the technical fluidity of your ecommerce site is the W3C Markup Validator which will highlight HTML errors and warning present throughout your site. Another good place to look as your site's Google Webmaster Tools account. Both of these sources can help you pinpoint problem areas that are hindering the technical performance of your ecommerce site (and thus its ability to rank as hard as possible.)

Read More

Why Web Presence Optimization is the Future of Online Marketing

web presence optimization horizon

The future of online marketing is changing. Diminishing are the days when keyword optimization, link building, and other traditional SEO strategies were all that was required to successfully rank in search engine results. As we enter 2015, SEO will slowly fall by the wayside as savvy Internet marketers use a new term: web presence optimization.

What is Web Presence Optimization?

Web Presence Optimization (or "WPO" as many are starting to call it) is a new online marketing strategy where businesses optimize content across all online platforms they are involved with. This is mainly via business blogs, social media pages, press releases, or the business website itself. Businesses now have to converge all their advertising platforms to improve their online brand visibility.

Why is WPO Approach Important to Business?

The greatest revelation in eCommerce today is that consumers are no longer looking for flashy advertisements but tangible information that can be used to make crucial purchase decisions. Consumers want to be educated about the product beforehand and know what they can gain from it. In other words, consumers want fresh, discoverable and relevant content about any product or service they are interested in.

Web presence optimization takes the focus away from mere advertising and channels it into building concrete and entertaining content that will generate new leads while maintaining old ones. This is not to say SEO is completely being tossed out the window. SEO is still at the core of internet marketing, only that WPO aims at spreading the various strategies of SEO on all search platforms used by internet consumers.

Components to Optimizing a Solid Web Presence

web presence pillars

As a business, the first step to successfully initiate web presence optimization is to put more effort in its three key aspects namely content marketing, social media and search engine presence. Search engine presence will still rely heavily on the usual SEO tools to ensure your business remains visible to consumers on Bing, Yahoo! or Google.

Search engine algorithms have grown stricter and require diligent use of SEO techniques and strategies like generating backlinks, content keyword optimization, and SEO mapping to increase organic search listings. If you need your online content or social media campaign ranked highly in SERPS (search result pages) then you will need to pay attention to your search engine presence approach.

Content marketing is the new secret weapon for the business yearning to push through the cut-throat online competition and rich a substantial client base. Consumers are in need of new information every day thus it's the mandate of the business to update their content on blogs, article directories or press releases.

Google will also rank great content high-up on search results boosting your brand visibility. Content marketing accomplishes what advertising could not-educate consumers about the product, get them to like the product and trust it enough to buy it.

Social media is where business happens most today and every ecommerce company is looking for new ways to get users engaged on social media to create leads. Social media offers a ready advertising platform for company products and also an avenue to continue your content marketing strategy to potential clients. Your social media sites will require visibility in search engines. This means you will employ both SEO tools and fresh content marketing skills to get customers to notice your brand.

Web presence optimization is the future of business and all its three aspects-content marketing, social media, search engine presence- integrate together to boost brand visibility for businesses.

Read More

Applying Hyper-Local SEO Concepts in Ecommerce

Local SEO is in a different ballpark compared to ecommerce SEO. Sure there are commonalities in handling on-page optimization and link generation, but more times often than not, the core strategy concepts are different.

One highly effective local SEO strategy is to target very niche and selective keywords that are less competitive and easier to rank. Also known as hyper-local SEO, or niche-targeted SEO, this concept goes after the low hanging fruit, while progressively working toward larger keyword targets.

This hyper-targeted approach can easily be applied to an ecommerce site. Because the ecommerce search landscape is often saturated with authoritative competitors, it's vital to pick niche and go after it hard.

Example: Local SEO for Surgeons

Click Centric SEO (which is a branch of the OIC Group, Inc. family) has sister company that focus on local SEO. But more than just local SEO, this company has finely-tuned its SEO practice to provide local SEO for surgeons.

Optimized Surgeons SEOThe company is called Optimized Surgeons. As you may predicted, Optimized Surgeons has tailored its off-site SEO resources (link gen sites) to be highly relevant on surgery, particularly breast surgery. Additionally, the team's copywriters freshened-up on their medical jargon to incorporate phrases like "our surgery practice" and "satisfied patient outcomes".

By crafting a niche business model in local SEO for breast surgeons, Optimized Surgeons can get equally targeted with thier own advertising and lead generation. By leveraging Facebook's demographic targeting capabilities, ads can be exposed to numerous professionals with breast surgery credentials.

Putting These Ideas to Work

Putting these ideas in motion will depend on the way in which you approach ecommerce SEO. That is, do you provide ecommerce SEO services, or are you optimizing your own ecommerce site or affiliate site?

Hyper-Targeted SEO for Ecommerce Sites

If your optimizing your own ecommerce site, you need to get super targeted as to what your website is all about. Okay, so you offer shoes. What style of shoes? What brands of shoes? Who wears these shoes? Men? Women? Athletes?

Don't try to optimize your ecommerce site for "men's shoes" because you'll be insanely challenged to realize profitable rankings. Instead, think of a specialty ecommerce store that's optimized for "triathlon running shoes for men" or "women's wide toe box shoes".

Hyper-Targeted SEO for Ecommerce SitesHyper Targeted SEO

If you're an ecommerce SEO service provider, than you can apply this hyper-targeted framework to the types of ecommerce stores that you serve. For instance, perhaps you could carve a niche in ecommerce SEO services for footwear retailers. Or maybe men and women's clothing. It might sound a bit ridiculous to narrow the focus of your SEO business in such a way.

But when it comes to providing a quality Traverse City SEO service, it only makes sense. Not to mention, the growth and expansion of the web is only make generic market segments even more saturated. So adopt some of these hyper-targeted SEO strategies into your ecommerce practice.

Read More

3 Ways to Generate Higher CTR's with Product Page Schema Markup

Ecommerce SEO's are always looking for ways to boost their product page click-through rates (CTR's) from Google SERPs. In this short article, I will show you three of the most powerful ways to do just that using Schema markup.

Depending on whether or not your product pages contain images, videos, ratings, or reviews - some of these elements may not apply. Nonetheless, take a quick gander and see if you can implement product page Schema markup to boost your CTR's, and perhaps, your SEO keyword rankings.

1. Ratings & Reviews

If your ecommerce site features ratings and reviews on your product pages, you can make this information appear in Google search results. You've probably seen these beautiful rich snippets popping on high authority site listings - the little 5 star rating showing just under the URL.

Product Review Rich Snippet Schema

There are a number of ways to trigger this rich snippet on your product pages. For instance, you can manually integrated the code via the AggregateRating microdata at Schema.org/Product, or try other methods like the hReview-aggregate microformat to make ratings and reviews data appear in Google.

After implementing this product page Schema markup, hop on over to your Google Webmaster Tools account and use the Rich Snippet Testing Tool to ensure it's working properly.

2. Images & Videos

Perhaps the most profound product page rich snippet that grabs attention and entices click-through's is for images and videos. Rich snippets for video and images do not render as often as other product page rich snippets (often it's YouTube that owns these gems,) however if your product page SEO is highly specific (make, model, model variation, etc.) and the users search query was also specific, it's definitely achievable and worth while.

Video Rich Snippet Schema

In this case, ispot.tv used a Macy's commercial to trigger the video rich snippet in their Google listing - creative, yet borderline ethical. Nonetheless, they masterfully leveraged the Schema.org/VideoObject microdata to make it happen.

Video Rich Snippet Code

For images, use the Schema.org/ImageObject microdata markup. It's essentially the same format as for Videos, and equally as eye-grabbing.

3. Product Name & Price

The product name and price rich snippet is especially powerful if your ecommerce site offers competitive pricing. It also helps to bring in better quality traffic, as shoppers know the price before they click your listing.

In the example below, FarmandFleet.com was able to trigger the price of their 57 piece socket wrench set at $79.99.

Product Price Rich Snippet Schema

This was achieved by leveraging the Schema.org/Offer microdata markup.

Product Price Rich Snippet Code

As you've probably gathered, implementing product page Schema markup takes some technical capacity. But in most cases of using Schema, the content of your product pages is easier to interpret by Google, and thus generates some impactful search results. If you're using Wordpress to manage your online store, explore some of the Schema-generating plugins available. These can make the process much easier and streamlined.

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is an ecommerce SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic search marketing, particularly link generation, content strategy, and social media marketing.

Read More

Do Social Signals Impact Search? Yes, but...

There's been a lot debate in the search marketing community regarding the impact social signals have on search rankings. Most professionals are under the impression the more tweets, likes, shares, pins, and +1's a page receives, the higher the likelihood the page will rank well in the search results. SMX London

Last month at SMX London, John Mueller of Google and Duane Forrester of Bing cleared the smoke with some rather interesting statements. They both denied that asocial signals have a direct impact on their search engine algorithms in determining ranking. However, they didn't offer insight has to how social media is indeed used in search.

Both Mueller and Forrester explained that there's a reason why a large number of people would share, tweet, like, etc. a given page: it's good content that offers value. Although this doesn't necessarily mean that the page will rank highly in search, the large number of social signals does serve a purpose in evaluating the page.

Social Signals Help to Evaluate the Legitimacy of Content

Contextual (or keyword) relevancy and links still hold true to attaining top search rankings.

If an article gets 100 links but no social signals, this can raise a red flag.

However, if an article gets 100 links and 323 likes, 86 shares, 134 +1's, and 432 tweets, the relationship makes sense.

In short, there's a very strong correlation with socially-favored content and the amount of inbound links it gets. Google and Bing can leverage this relationship to spot obvious signs of over-optimized content that offers minimal value to users.

What do you think? Does this shape your SEO practice? Let us know what you think in the comments below.

Read More

5 Must-Use HTML Tags for Product Page SEO

HTML Tags for Ecommerce SEOOptimizing product pages is an integral aspect of ecommerce SEO. But many search marketers are stuck in rut as to which elements of a product page need to be optimized.

Most of us know the basic tags for SEO: page title tag, Meta description tag, etc. So in this article, I highlight 5 HTML tags that you might not be including in your on-page optimization.

Schema Product Markup

If you're new to Schema, then I highly suggest you visit Schema.org and freshen up. Using Schema's structured data markup enables you to better communicate a page's content to search engines. In short, it's a game changer for ecommerce SEO.

What is Schema

There are specific schemas for products. These can not only help your product pages rank harder, but also display rich snippets in Google's search results.

Some of the most powerful to consider include: aggregateRating, brand, model, and productID. Take a gander and get busy!

Rel="Canonical" Tag

Think of the Rel=Canonical tag as means to tell search engines the most important pages on your site. In some cases, particularly on ecommerce sites with 1000's of pages, duplicate content (or very similar pages) can exist. Often times, this can discount SEO value to the page your really want getting all the love and attention from Google.

SEO Conanical Tags

Tell Google "this is the page to crawl, index, and rank" and implement the Rel=Canonical tag on your optimized product pages. It's super easy and potentially an SEO game-changer depending on your website.

Image ALT Tag

The image ALT tag is intended to be alternative text for those viewing a page that doesn't render an image. The ALT tag should reflect what the image is, but it's constantly abused by SEO's and keyword stuffers. Just don't leave it blank. Write at least something in for your ALT tags.

SEO Alt Tag

The nice thing about product pages is that the images being used are typically very keyword relevant. For this reason, it's legit to use keywords in the image ALT tag for these pages. If you have multiple images, vary your ALT tags with keyword variations. You can take the practice of image optimization even further by using these strategies.

Header 2's, 3's and 4's

Introduce some depth to you product pages by including more elaborate descriptions. Not only are unique, creatively-written product descriptions essential for SEO, but they also sell and can inspire visitors to make a purchase.

When separating ideas and paragraphs, use H2, H3, and H4 tags where appropriate. This is good practice incorporate in all aspects of on-page SEO.

Strong, Italics, Underline Tags

Text styling tags, like the strong (bold), italics, and underline tags, are some of the most under-used HTML tags that can help with both SEO and CRO. Wrapping keywords and phrases in these tags can help to emphasize greater meaning and value in certain words on your product pages. Not only does this practice help signify keywords of value for SEO, but creatively using text styling makes for a better user experience.

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is an ecommerce SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic search marketing, particularly link generation, content strategy, and social media marketing.

Read More


More Items in ...