How to Do SEO For a New Retail Website
Any new retail website owner needs to think about SEO. Like it or not, SEO, otherwise known as search engine optimization, is an essential aspect of retail digital marketing.
SEO techniques involve optimizing a website in terms of its design, functionality and content to improve its chances of earning a top spot in the search engine rankings.
This is important to retailers of all sizes because it makes a company’s site more visible, helping to generate more organic traffic.
However, getting traffic to your website is one thing, but this does not automatically result in more sales and improved profit levels.
Traffic alone is not an effective measure of the success of an SEO campaign. You also need to consider your conversion rate, i.e. the number of people who make a purchase.
Read on to discover some key SEO techniques you can use on your new retail website that won’t just increase traffic but which will have a positive impact on your conversion rates.
OPTIMIZE YOUR CONTENT
Great content is at the heart of good SEO. Populating your product and other web pages with insightful content that utilizes the keywords your customers are searching for is vital to getting found in the results pages.
One SEO tip that you can follow to increase your conversion rate is to target more descriptive long tail keywords. This is important because a greater emphasis is being placed on semantic searches today, as search engines are becoming more and more complex and customers want to improve their chances of returning the most accurate results.
Long tail keywords can be especially beneficial for smaller retail businesses that have difficulty ranking for basic search terms that may get a lot of competition from across the web.
You should also include a call to action on each page and link to other pages on your site to provide customers with a clear path to follow–whether it’s making a purchase or signing up to your newsletter.
START A BLOG
Adding a blog is a must for SEO for a new retail website.
There are lots of benefits associated with having a business blog.
A blog is a great way to position yourself as an expert in your field. By sharing your industry knowledge with customers, you are showing them why they should choose your company.
It is also an indirect and non-intrusive marketing form, which is why it is so effective. A blog gives you a great opportunity to incorporate more keywords naturally into your website and to update your content regularly with insightful advice and information so you have a greater chance of climbing your way up the SERPs. What’s more, you can link to other reputable websites, creating a good link building strategy.
DEALING WITH OUT OF STOCK PRODUCT PAGES
If you have an ecommerce website, you need to have a process for dealing with out of stock product pages. This can kill your conversion rate, so what should you do?
There are several options. You could let the customer purchase the item and give them a delivery date of when the product will be back in stock. You could take the customer’s email address and send them a notification when the item is back in-store.
You could even incorporate a countdown clock or announcement feature that shows when the product will be available. Any of these options are better than a customer attempting to add the product to their basket and discovering it is not available.
INCREASE THE LOAD SPEED OF YOUR PAGES
No one wants to deal with a website that takes forever to load. Anything over three seconds can seem like hours for customers .
After all, that is what the Internet is all about: convenience. So, if you take this away, a visitor will be much more likely to bounce and head to a competitor’s website instead.
Slow websites are also a problem for search engines. The slower your site, the lower you’ll rank in the SERPs, even if your content is great. To see how your site stacks up head to Google’s own PageSpeed Insights. There you can get your site’s ‘score’ along with actionable insights on how you can speed things up.
USE RESPONSIVE WEB DESIGN
Smartphones have taken off massively over the past decade with around 36% of the world’s population owning one. Mobile browsing has also overtaken desktop browsing, which means you need to adapt your retail SEO strategy to suit mobile devices.
How? First, you need to ensure that your website is not just mobile friendly but mobile responsive, meaning it adjusts to the size and dimensions of mobile devices.
Secondly, you need to realize that SEO is different when catering to mobile audiences, and there are lots of things you need to consider. For example, using shorter page titles and headings. Break up your content with shorter paragraphs resulting in greater use of white space so that readers aren’t bombarded with a screen full of text.
MAKE YOUR URL STRUCTURE CRAWLABLE
Finally, it is important to pay attention to the structure of your website’s URL. Using keywords in URL slugs makes a massive difference because it means that search engines will find it much easier to crawl your website and identify what you offer.