As an ecommerce business entrepreneur, I know that the world of search engine optimization is constantly changing. With each update to Google’s algorithms, website owners and SEO professionals must adapt their strategies to ensure their content stays visible in search results.
But what happens when a website isn’t ranking as well as it should be, despite all efforts to optimize it? That was the question facing one of our partners’ clients earlier this year.
The client was a small business that sold 3D wooden puzzles through their Shopify store.
Despite targeting the keyword “3D wooden puzzles” on their product collection page, they did not see the rankings they hoped for. The page wasn’t appearing in Google’s search results for that keyword.
Subhash Kashyap, the SEO marketing consultant took on the project and immediately began analyzing the website to determine what was causing the issue. He found a common mistake plaguing many websites: overusing the same keywords on multiple pages.
By using the exact keywords across multiple pages, Google had trouble determining which page was the most relevant for that particular search term.
This can cause pages to compete with one another rather than work together to improve the overall rankings of the site.
To fix the issue, Subhash created unique Meta tags for all the product pages on the client’s website, including the product collection page.
Meta tags are brief HTML elements that give search engines details about a webpage.
By creating unique Meta tags for each page, Subhash was able to help Google understand the content of each page and its relevance to the search term.
The client’s product collection page began ranking for the targeted keyword, “3D wooden puzzles.” The page not only appeared in Google’s search results but climbed steadily up the rankings, eventually reaching the top spot for that keyword.
Subhash’s experience shows that sometimes the solution to a ranking issue can be simple, but it requires a keen eye for detail and a willingness to try new approaches.
By creating unique Meta tags for each page on the client’s website, he was able to help Google better understand the content of the site and ensure that the product collection page was the most relevant result for the targeted keyword.
For website owners and SEO professionals alike, Subhash’s case study serves as a reminder that even small changes can significantly impact search engine rankings.
Keeping abreast of current SEO methodologies and tactics will help ensure your website remains prominent and competitive in search engine rankings.
Essential SEO Strategies for Ecommerce Websites
- Keyword Research: Keyword research is the foundation of any SEO strategy. It involves identifying the keywords and phrases people use to search for products or services in your industry and optimizing your website content to target those keywords. Keyword research should be an ongoing process, and you should continually monitor and adjust your strategy as search trends and user behavior change.
- Site Structure: Your website’s structure is essential for user experience and SEO. Ensure your site is organized logically, with a clear hierarchy and easy-to-use navigation. Use descriptive URLs and make sure each page has a unique title and Meta description.
- On-Page Optimization: On-page optimization refers to optimizing the content on each website page for the targeted keywords. This includes writing high-quality, unique product descriptions, optimizing image alt tags and file names, and ensuring each page has a clear call to action.
- User Experience: User experience is a critical component of SEO. Ensure your website is easy to use, loads quickly, and is optimized for mobile devices. Use high-quality images and videos, and make sure your website is easy to navigate.
- Link Building: The practice of acquiring backlinks from external websites that redirect to your website is known as link building. This is important for SEO because Google uses links to measure a website’s authority and relevance. Aim to build high-quality, relevant links from reputable websites in your industry.
- Content Marketing: Content marketing involves creating high-quality, valuable content to attract and engage your target audience via blog posts, videos, infographics, and more. Creating content people want to read and share can build brand awareness and drive traffic to your website.
- Social Media: Social media is essential to SEO because it can help drive traffic to your website and build brand awareness. Leverage social media channels like Facebook, Twitter, and Instagram to establish a rapport with your target audience and market your merchandise.
Optimizing SEO for an ecommerce website requires a meticulous approach and an understanding of current SEO methodologies. Subhash Kashyap’s experience with a Shopify-based business underscores the importance of fine-tuning your SEO strategy, which can be as simple as creating unique Meta tags for different pages. The case study highlights the significance of keyword research, site structure, on-page optimization, user experience, link building, content marketing, and social media in achieving higher search engine rankings. As the digital landscape evolves, staying adaptable and implementing such strategies can significantly improve your website’s visibility, boosting your sales and growth.