Ecommerce SEO: Why Top Rankings Just Don't Cut it Anymore
It's no secret that search engine optimization is a highly competitive industry – especially when it comes to ecommerce. With thousands of SEO companies out there to choose from, it's important for businesses to keep in mind what's really important in measuring the success of your SEO campaign. It's not top rankings. It's the number of conversions that come from achieving those top rankings.
Some ecommerce SEO companies are narrowly focused on working to gain high organic search rankings for their clients, but they're overlooking another essential element that seasoned ecommerce Internet marketers know plays an equally significant role in the overall success of the campaign – optimizing the website for conversions and not just rankings.
So what goes into the conversion optimization element of ecommerce SEO? First, we must define what constitutes as a conversion for the ecommerce website. The most easy to determine conversion is for a user to make a purchase from the website itself.
However, there can be other conversions that come from the website including email list signups, filling out a contact form for more information, or just enticing users to make a simple phone call. Granted, each “conversion” from the website can actually be categorized in different stages of the overall “Conversion Funnel,” as you're guiding users who simply provide an email address or phone number or ask for more information into an eventual sale, which is the ultimate end “conversion.”
So what are some ways that you can optimize your ecommerce website for more conversions? Below I'll list out several ways your ecommerce Internet marketing company should be optimizing your website for better conversion rates.
Conversion-Focused Product Landing Pages
Having a conversion-oriented landing page for your products applies to both organic SEO and paid search for ecommerce websites. Ecommerce SEO companies can utilize a variety of on-site and off-site SEO techniques (such as deep linking SEO) to get your product landing pages ranking high in the organic search results, but once a user lands on that page, enticing the sale is a must.
A conversion-focused landing page can have several helpful and interactive elements for the user. In the example below, this home brewing supplies website has a variety of great features that help sell this brewing kit to the end user.
Along with the typical product descriptions, images and availability, they've added customer product reviews, Facebook likes and a video describing what to expect from the brew kit. These are great conversion optimization strategies for the product landing pages.
Simple Product Navigation
The amount of products and product categories varies from one ecommerce website to another. Some sites carry only a couple dozen niche products, while other ecommerce sites have thousands of products that fall under one of a hundred different categories.
From a conversion optimization standpoint, keeping your products and product categories as concise and easy to navigate as possible is crucially important. Your users have to be able to easily find the products their looking for in order to buy them!
Other than condensing your product categories to the minimum number of categories necessary, there are certain website design elements that come into play as well that can improve the overall usability of the website. The site below is a prime example of an ecommerce site that is extremely easy to navigate.
The top level categories are very simple (Men, Women, Hike & Camp, Shoes, etc.) and every product category under those top level pages are listed on the flydown menus. This makes finding exactly what they want incredibly easy for the end user. Alternatively, the user can search for a product that they're looking for in the search box just to the left of the top level navigation.
To further the user experience, this website has included easy to use sorting features where the user can sort products by price, color, discount or ratings.
Offer Discount Codes and Other Deals
Online shoppers love a good deal. Once you've driven the user to your website, offering them a discount or special offer is another incredibly effective way to get that user to convert into a sale.
Design a compelling call to action that offers your website visitors a special discount code that they can use on their order to get a certain percentage off their total order. You can also lure a site visitor to place an order by offering free shipping for orders over a certain dollar amount or for orders that are placed during a specific time period.
Showing special pricing on your product landing pages is also a great way to capture a sale and increase your conversion rates.
No matter what type of products your ecommerce website sells, it's critically important that you select an ecommerce Internet marketing company that understands the ins and outs of not only getting your website positioned well in the search engines, but also knows how to optimize your website so it drives conversions and ultimately a solid ROI for your marketing dollar.