Blog items tagged with "anchor-text"
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.
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 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.)
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 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:
- "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.
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.)
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.
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.
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.)
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.
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.
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.)
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.)
Relentless use of keyword optimized anchor text no longer works for SEO and link building. Many SEO companies have gotten their clients in trouble because of this.
After Google's major algorithm update in late 2012 (targeting websites with "over-optimized" backlinks [or too keyword rich of anchor text,]) many website have plummeted in the search results
Now more than ever, it's critical to create a balanced link building strategy for your SEO efforts. This more natural approach will ultimately lead to more sustainable keyword rankings.
But the underlying question is: what exactly makes a balanced SEO link building strategy?
In essence, rather than building links with exact keyword match anchor text, you'll need to take a more creative and natural approach.
Think about what makes a completely organic backlink portfolio. There are many different types of links, such as:
- blog comment links
- directory listing links
- in-copy links from articles and blog posts
- guest blogger (or "about the author") links at the end of articles/blog posts
- social profile links
- footer links
- blogroll links
- DoFollow and NoFollow links
5 Different Forms of Anchor Text
In addition to the different types of links, there are also various forms of anchor text.
Below we've grouped the various types of anchor text into five categories (using Click Centric SEO as the example:)
- Brand Name Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here the anchor text used is the name of the brand or business. You'll want to use brand name links about 30% of the time when building links.
- Generic Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here the anchor text has no real SEO focus, but it's natural as can be. Focus on using generic links about 10% of the time.
- Naked Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by visiting www.ClickCentricSEO.com." Naked links are simply the URL of the domain or specific page being linked to. Use naked links about 10% of the time.
- Optimized Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here we're using exact phrase match of the keyword in the anchor text. This is still important for SEO, but only use these links about 25% of the time.
- Semi-Optimized Links: "If you're looking for trusted ecommerce SEO services from a professional company, learn more about Click Centric SEO by clicking here." Here you can get creative. Use can use longer forms of anchor text that include some keyword targets, or just one word of your full keyword target (such as "SEO" or "ecommerce"). Semi-optimized links should be used about 25% of the time.
Keep mind that the percent distribution I suggest above is only a guideline. Google is continuing to evolve, and one element that's growing in importance is the contextual relevancy of the content that surrounds links (also referred to as "co-occurrence.")
That is, if a in-copy brand name link is surrounded with specific keywords, Google will recognize the surrounding text and find the link relevant to those specific keywords. It's not easy to explain in text, so I suggest checking out this video all about from Rand Fishkin of Moz.
If you do have any questions, or would like me to run a scan of your site's backlink portfolio, hit us up.
About the Author:
Tyler Tafelsky is the lead SEO analyst at Click Centric SEO. Tyler is well-versed in multiple facets of organic search marketing, particularly link building and content marketing strategy.