While the majority of successful businesses have come around to the realisation that Search Engine Optimisation (SEO) is a vital part of operating a business in the modern age, there are many pitfalls which end up working against inexperienced SEO marketers. As the providers of the only complete eCommerce package solution, we at eTailThis have brought you this guide to help you recognise and avoid some of the biggest problems facing your business when you enter the world of SEO.
With 10 years of experience when it comes to managing eCommerce and digital marketing, we’ve dealt with all of these issues when taking over accounts for our clients, and there’s really no other agency with our level of experience. By making sure to follow our steps, you can improve your return on investment while getting lower costs and improved visibility for your business.
Our list of major SEO Problems for industries
We’ve listed 5 of the most frequent mistakes made by businesses starting an SEO campaign for the first time. While some of these may seem obvious from the outside, it’s always a good idea to make sure that your business’ SEO and digital marketing isn’t suffering from any of these problems. Taking the time to make simple fixes for these SEO problems will boost your eCommerce profitability and success all round.
1: Treating SEO like a side project
Many established companies feel that SEO techniques are simply extra things to add to a site for quick win eCommerce profits. While using relevant and well optimised content will benefit any online business, companies who take the time to fully incorporate SEO techniques into their online strategy see a far greater level of success over time.
Imagining SEO techniques in a physical context can help understand exactly how vital it is to focus on fully optimising a site. If you had a retail store, organising one section to give your clients maximum convenience would improve your profits in that section, but the rest of the store would only see marginal improvements. Taking the time to completely reorganise the shop makes sure that your customers get exactly what they want, and will result in an increase in profits. It’s just like that when it comes to SEO- maximising eCommerce profits requires dedication, not just partially updates.
2: Relying on outdated marketing techniques
SEO and digital marketing represent a whole new world when it comes to advertising, giving your business a powerful new set of tools for maximising your profit potential. Many companies are too focused on marketing strategies which worked in the past to make proper use of the incredible range of options SEO can present to improving your visibility and sales.
Fully understanding the technological side of SEO will hugely benefit your online business, with properly optimised URL structures, full use of H tags and efficiently designed sites with good internal linking giving you a major advantage in the eCommerce world. Efficiently using SEO techniques and designing your site to be easily accessible through Google and Bing robots will improve rankings hugely, giving you a chance to attract a wider audience to your site.
3: Making unwanted content
While it’s vital to create content which works for search engine algorithms, at eTailThis we’ve seen many companies decide to over prioritise the technical aspects of SEO. No matter how well your page performs in the rankings, if your content is designed exclusively to appeal to robots, you’ll receive a low conversion rate, as few actual readers will click through and order from your eCommerce site.
Properly designed eCommerce content uses keywords and internal linking properly while engaging with readers, making them want to read on and make an order. Content doesn’t need to be written like a classic book, but does need to have a hook to keep your audience interested while appealing to search engines with relevant text and proper structure.
4: Heading too far off the track with content
Whether you’re expanding a business to include new customers or looking to boost your rankings in your current market, it’s important to base your SEO around what your audience wants to read and engage with. That’s not to say that you shouldn’t experiment with new areas for content- articles will often reach a wider audience than you expected, but it’s vital to make sure that the data supports the experiments you’re making.
It’s no good reaching a huge new audience if none of them are actually resulting in conversions and profits for your business. In fact, this can be genuinely damaging to your eCommerce business. The decreased conversion rate that can come from reaching a new audience which doesn’t buy will negatively influence your rankings, so make sure that you’re monitoring the actual conversions and profits that your content is resulting in.
5: Avoiding External Links
Cross promotion with other established businesses is vital in any kind of advertising, and the particular way that SEO works means that you should make link building a priority to maximise your eCommerce potential. It’s always tempting, and maybe easier, to just go at it alone, but this strategy really can’t compete with a site that brings in links from external sources.
The algorithms used by companies like Bing and Google to determine your site’s search rankings are designed to look at how well trusted a site is, along with the relevancy of your content and the structure of your site. As you can imagine, a company who talks about how trustworthy they are without bringing in proof and testimonials from others won’t perform well here. By establishing connections with other businesses and having them link to your eCommerce site on their pages, you’re essentially proving that you’re trustworthy, resulting in improved rankings.