4 Strategies for Online Retailers Looking to Increase SEO
Search engine optimization is essential for retailers to get found online, but as with most SEO campaigns, it can be challenging to find a balance between implementing an effective tactic and appealing to your customer.
A common sense, but often-overlooked truth about SEO is this: user behavior matters. If a user searches for a product, lands on your website and spends time engaging with your pages, he or she has clearly found value in your content.
Your SEO strategy shouldn’t be about cooking up the latest tricks and schemes, but putting your customer first, something best-in-class retailers have always done. At its core, your strategy should focus on delivering quality content and engaging experiences. When visitors choose to spend time on your website and interact with your content, signals are sent to Google informing them that your site deserves to be ranked higher. What is good for your customer, relevant information and engaging experiences, is good for Google.
Here are four strategies you can deploy to create better user experiences that improve your SEO and make your customers happy:
1) BEEF UP PRODUCT DESCRIPTION
Product descriptions are all too often an afterthought that can sabotage your greater SEO strategy. Focus on unique, relevant copy that informs your customers and helps advance a potential purchase. Google hates (and filters) duplicate content, so never use manufacturer descriptions. They are distributed to many online stores and you will be penalized by search engines.
2) ENCOURAGE CUSTOMER REVIEWS
Product reviews, driven by user-generated content, have a powerful effect on SEO. They enable brand advocates to regularly beef up content with fresh and unique keywords, the bread and butter for search engines. Reviews often contain language that customers use to search for the product, including long tail keywords that provide signals for search engines.
3) INTEGRATE RICH MEDIA
Brands cannot (and should not) force visitors to engage through pop up ads and support chat requests. Dynamic imagery and rich media assets enable your customers to drive engagement and control their own experience.
A Sellpoints study reported that each additional interactive asset increased average session duration by nearly 10%. Video increased duration by 40%, interactive product tour by 50% and 360 degree spin photography by 66%. In addition, they found that 120 seconds of engagement shifts a customer’s mindset from browsing to buying.
4) SHOWCASE RELATED PRODUCTS
Featuring substitute or add-on products—“You may be interested in” or “Customers also bought”—can lower your bounce rate and improve your SEO through internal link building. Internal links encourage interaction, driving customers deeper into your site while increasing session duration. Search engines use these internal links to find relevant pages and better understand your site structure.
Check out our latest e-book, The One SEO Metric Online Retailers Can’t Afford to Overlook, to unpack how search engine’s measure user behavior and discover strategies for creating quality and engaging user experiences that are proven to increase SEO.