SEO in eCommerce

Many online store owners are not aware of their potential – good website optimization can significantly contribute to generating higher profits. Properly designing the structure of an e-store is quite a challenge, which is why this task is most often outsourced to specialists.

Website optimization is mainly based on properly developed content. In practice, this means that both titles and descriptions of pages and products must be written based on SEO knowledge. Keyword analysis is most often carried out using Google Keyword Planner, which is available only to logged-in users.

One of the steps to increasing optimization is content analysis and selection of products and additional subpages that will be included in the e-store. Each subpage will contain specific products, so it should be optimized taking into account their names. Importantly – you do not have to limit yourself to just one selected phrase, and Google itself will indicate which words will be worth using on a given subpage.

The name should not be too general, but on the other hand we cannot afford to choose an irrelevant word. A good method is to isolate target groups, which will affect the appropriate optimization of the page. For example, if the industry concerns children’s clothing, it is worth creating subpages related to their age range and gender.

Another way to select appropriate keywords is autosuggestions, which are displayed in the Google search engine. Just enter the selected keyword with any letter of the alphabet, which will allow you to see examples of key phrases.

Having insight into this type of phrase, it is worth using the aforementioned Keyword Planner to check their average monthly search volume.

Unique product descriptions

Another issue that affects the optimization of an e-shop website is the use of unique product descriptions. This can be tedious and often takes a lot of time, but it is an effort that will pay off. Note: it is not worth copying descriptions from other sites – Google recognizes duplicate content and rewards only those with unique descriptions. A common procedure used by online shop owners is writing content based on the AIDA model. By breaking it down into its prime factors, we get:

• A (“attention”) – i.e. attracting the customer’s attention. In practice, this means the headline of the offer, which should be interesting enough for the potential consumer to decide to read the further description of the product.
• I (“interest”) – intriguing the customer with the properties of a given product. Here, you can emphasize its advantages and features that distinguish it from the competition.
• D (“desire”) – arousing desire. This means creating a description that will inform about the necessity of having a given product (why is it necessary? How will it facilitate everyday functioning?)
• A (“action”) – i.e. a call to action, which contributes to increased conversion. Placing a “call to action” content (e.g. “buy now”) increases the likelihood of making a purchase.

Product descriptions must be, above all, understandable and written in simple language. A few sentences placed next to a product photo are intended to convey the most important information that will not only show the advantages of the product, but also encourage you to buy it. The right choice of keywords is important, so before you start creating descriptions, it is worth conducting a thorough analysis.

The e-commerce industry is competing with each other more and more fiercely. The fight between individual entities will be increasingly fierce, and as a result, the marketing activities used will have to be more and more effective. That is why it is worth taking care of SEO optimization from the very beginning.