Search Engine Optimization is immensely important in the world of eCommerce. The practices that make up the broad field of SEO are designed to help boost a business’ performance on search engines: by far the most common way in which consumers navigate the internet. Legend has it that the first use of SEO was pioneered by the manager of the band Jefferson Starship. Disgruntled with his band’s poor performance on early search engines, he allegedly set about including keywords in all of their online copy.
Modern SEO is far more complex and diversified than that. Although keyword research and inclusion is still a massively important factor, it is practiced alongside metadata editing, visual content creation, contextualization, and backlinking. Here are some important tips for improving eCommerce SEO performance in 2022.
Don’t Forget Mobile
More than half of the world’s internet traffic is mobile. This staggering figure should mean one thing to marketing experts: always remember mobile compatibility. Google’s algorithm takes mobile compatibility into account when ranking sites due to the massive impact that poor compatibility has on user experience. SEO measures need to include the development of mobile-compatible pages if they are to succeed in any way.
Conduct Meaningful keyword Research
Despite all of the recent developments in eCommerce SEO, finding the right keywords to use is still very important indeed. Keyword research involves the definition of a target audience, followed by a data driven investigation into their likely search terms. All competent businesses dedicate resources to market research. Keyword research is just as important. Target relevant, specific terms and think through user intent. Using the right keywords is still worse than useless if your landing page is not as relevant as possible.
Context Is Key
Gone are the days when landing pages could be filled with meaningless keywords and jumbled prose. Google’s search algorithms are now incredibly powerful. Using machine learning technology, these algorithms can (to an extent) figure out whether written content is contextual and high quality. This is known as Natural Language Processing. Google uses BERT – Bidirectional Encoder Representations from Transformers – to investigate content. This technology has undoubtably changed the SEO game forever and encouraged more agencies to hire in writers based on quality instead of speed.
It isn’t just the keywords you can see and the content you can read that changes your ecommerce site performance. Metadata is also taken into account by search engine ranking algorithms. Including closed captions on videos or data and location data on photographs will have a noticeable impact. Include keywords in your metadata related to the products you are selling.
The more accessible a website is, the better it will rank on search engines. Web accessibility is a big issue, especially considering the importance of the internet in most peoples’ everyday lives. Make sure that your eCommerce site adheres to the W3A online accessibility guidelines. Include closed captions, content reading technology and a simple interface into your site. Inaccessible websites are often labyrinths and visually confusing.