Are you in the market to strategically position your ecommerce store for a search engine optimization (SEO) boost? One of the best places to start is with your site’s homepage.
The homepage is really the first impression of your business in many ways, making it the ideal spot to impress visitors and encourage them to browse — and buy. Implement some of these top-notch SEO techniques on your ecommerce store homepage and track the rank of your store for your preferred keywords.
#1: Tell Your Story Clearly
Don’t make visitors guess at what you sell at your ecommerce store. Put it front and center. Use clear, succinct language, and embed your content with keywords.
This doesn’t mean you shouldn’t add character or personality to your copywriting. In fact, your homepage should give people an immediate understanding of who, what, where, how, and why:
Who? Who is your company? Who are the people behind it? What is the team environment like?
What? What products and/or types of products do you sell? What categories do these products fall under? What brands, if applicable, do you carry?
Where? Where can people interested in what you sell quickly find your products or product categories? Where do you ship to?
How? How can someone make a purchase from your website? How can they be certain their data is protected? How will you guarantee that what you say about your products is true — e.g., through your guarantee/warranty program?
Why? Why should a visitor buy from you and not one of your competitors? Why do you sell what you sell?
Within a few introductory paragraphs, you should answer these questions for readers. Again, it’s worth reiterating that you shouldn’t make them hunt around for clues to these answers. They’ll just leave the homepage in frustration, and you’ll lose a potential sale.
#2: Include Links to Internal Web Pages
The homepage is a great place to start linking to internal web pages. To boost your linking behavior, and the SEO trail it leaves behind, use keyword-rich anchor text for all your hyperlinks. For instance, if you are linking to a category page focused on “Pens, Pencils, and Crayons,” don’t use the anchor text “writing supplies.” Instead, use the terms “pens, pencils, and crayons” because the anchor text will correspond with the category page title.
If you link to any outside sources, make sure they are relevant to your ecommerce site, such as to a favorable review of your ecommerce store or an award your ecommerce site won. Check these links periodically to be certain they haven’t moved. The last thing you want is to have dead links on your homepage.
#3: Add Appropriately Tagged Images
The front-and-center page of your ecommerce site is a great place for a few of your better product images. Be sure to include keyword-optimized ALT tags so search engine crawlers know how to index the photos, drawings, or infographics.
#4: Add Properly Tagged Videos
Along with your images, you can include an introductory video on your ecommerce site. This video can be a short welcome from the president or even a brief tutorial on how easy it is to set up a customer account for repeat orders. Your video should include a proper tag, too, to give search engines an understanding of the contents.
#5: Include a Link to Your Blog
You may even want to capture a snippet of your most recent blog post and highlight it on your homepage. This shows that your blog is dynamic, and it may encourage visitors to start poking around your ecommerce site. The longer they stay, the greater the chance they will consider buying.
#6: Break up Your Content With Headers
Having a lot of content on your homepage isn’t a bad idea, unless it’s one long novel. Break up all your content into short paragraphs with strong headers. This helps both readers and search engines briskly understand what you’re saying.
#7: Add Meta Descriptions and Titles
Don’t forget to add a meta description and title to your homepage. You would be surprised at how many ecommerce sites haven’t done this. The metas are golden to Google. Just make sure they aren’t duplicated elsewhere, such as on product or category pages.
The more time you spend on your homepage design and layout, the happier you are likely to be when you read over your ecommerce site analytics. You may also want to consider having separate homepage-style landing pages for PPC and other campaigns. Talk to your web development partner or firm about conducting split tests to try new copy, images, or other SEO strategies.