When you own and operate an ecommerce site, you want to avoid common missteps whenever possible. That includes not committing 10 of the biggest search engine optimization (SEO) errors that too many ecommerce companies make.
Do you recognize these problems in your own ecommerce site? If so, it’s time to make a fix:
- Having Product Descriptions That Are Too Short. This is a common issue across ecommerce sites because it’s so doggone easy to just write a few words and move on. The problem is that search engines won’t appreciate your succinctness. In general, every product description should be richly embedded with keywords and should be at least 300-400 words long, if not longer.
- Having Product Descriptions That Aren’t Keyword Optimized. Wait — you want SEO, but you aren’t investing in keyword research or development? Web pages that aren’t optimized are leaving a lot to chance. To have more power and control over your search engine page rankings, you need to ensure all your product pages include keywords naturally.
- Not Offering Images With Keyword Based ALT Tags. High-quality images aren’t just useful for your visitors. They are also great for search engines if you incorporate a keyword-rich ALT tag as the description for your image. That way, you’ll get a double-whammy boost by attracting both humans and web crawlers.
- Having Too Little Content on the Page. More content is simply better. If you’re not sure what to add to enhance your SKU web pages, why not include “how to” articles, talk about the benefits of your product, or discuss multiple uses for what visitors are seeing. All you need is a little creativity, and you can easily think of ways to beef up the thinnest web page with robust, interesting content.
- Having Too Many Keywords Embedded in the Copy. This is called keyword stuffing, and it’s bad all-around. First, it confuses search engines. It can also earn you a Google penalty if you aren’t careful. Plus, people know if they’re reading keyword-stuffed descriptions and articles. It’s a big turnoff, so aim for a keyword insertion rate of around one or two percent — once or twice per 100 words — rather than something higher.
- Having Duplicate Content. This is a nightmare waiting to happen, but it’s easy to see how it can occur. After all, what do you do when you have similar products that really are only distinctive in color or size? The answer is that you have to create unique content for each, even if it means rewriting whole pages. You’ll be glad you did when you avoid the wrath of Google — or the loss of search rank.
- No Connections to Social Media Platforms. Sharing is caring in the world of the Internet, which is why you should offer your visitors a way to immediately showcase your products to their friends on Facebook, Twitter, and other platforms. Plug-ins abound for this kind of effect, and you’ll reap the benefits of being talked about online.
- No Active Blog. When was the last time you updated your blog posts? Do you even have a blog? A blog allows you to increase your SEO presence, as well as to set yourself apart as an expert. Blogs are simple ways to improve engagement all around, and they provide tons of internal and external linking opportunities. No time to write? Outsource your blog posting. It’s well worth the investment.
- Having a Really Slow Site. Google’s search engine crawlers won’t stick around if your site is slow to load, and neither will human visitors. There are a number of reasons your site loads slowly, and it’s best to get it checked out sooner rather than later.
- Having a Terrible CMS System. Is your CMS system tough to navigate? Do you constantly get customer complaints? Are you seeing increasing numbers of abandoned carts? Your CMS system could be the problem. Start looking around to find a better one that will make transactions with your ecommerce store much faster and more efficient.
Again, if you see your ecommerce site in any of these mistakes, it’s not time to panic. Instead, take some time to make everything work in your favor. Your SEO will only benefit.