These days, selling products online can be tough. Apart from the fact that you have to deal with numerous competitors, you also have to ensure that your site is optimised for search engines. According to VWO.com, SEO or search engine optimisation is the fifth most effective digital marketing tool that can help you acquire and retain customers online. However, not many business owners know how to use it properly. As a result, they are unable to get the results they are expecting. If you sell online, here are some SEO mistakes you should avoid to ensure the success of your e-commerce site.
1. Forgetting about your audience when doing keyword research
When researching keywords, most e-commerce businesses focus on finding keywords that are relevant to the products they are selling. While finding relevant keywords is a must, it’s also important to identify the keywords their target customers are using to find the products they need. According to Andrew Raso of Search Engine Journal, brainstorming keywords should be based on the unique searches your audience is making. They are easier to rank for because they have less competition than generic keywords.
2. Spamming your own content
With Google intensifying its campaign against spammy sites and content, you should never make the mistake of stuffing your meta tags, URLs, product descriptions, and other types of web content with unnatural keywords. Not only is this bad for user experience, it can also negatively affect your search rankings. Remember, even if you landed on the first page of Google, you still have to convince a customer to click your link and buy from you. This is much easier to do if you have valuable content to offer instead of having nonsensical paragraphs filled with awkward keywords.
3. Having too much duplicate content
It is indeed tempting to use the manufacturer’s product description on your website because it can save you time and effort. However, no matter how tempting it is, you must never post anything on your site that has a duplicate elsewhere. According to Google, when indexing and displaying pages, it prioritises those with unique content. If you want your site to rank higher, therefore, always ensure that it has unique content.
4. Having no product reviews
According to Andrew, using SEO for e-commerce sites is not just about getting your links on SERPs. It’s also about convincing customers to buy something from you. One way to do that is to post product reviews. According to studies, 61% of consumers will read reviews before making a purchase. Also, Google loves reviews because they serve as valuable content and they add credibility to your business. As such, you must include product reviews on each product page and encourage your customers to let you know what they think about the products you’re offering.