16 Apr The First Thing Most Brands Overlook When Building an E-Commerce Shopping Experience
Pretty pictures? Check. Integrated SKU’s? Sure. Did you make it easy for people to find your products? Well, about that…
Brands don’t build e-commerce sites for fun. We know it’s obvious, but if your goal is to reach more customers than before, you’re going to have to build your shopping experience the right way.
A great site helps you understand essential things about your customers. How old are they? Where do they live? How did they find your brand? What’s their average Wordle score? (Ok you probably can’t figure that out, but hopefully, you see what we’re getting at here).
Great e-commerce sites go beyond telling you demographic information. They can help illuminate areas to improve. They can give you real-time feedback about which products are the most popular? Or which ones cause customers the most frustration during the buying experience. That’s right – you can see how often people abandon their carts with specific products. If you feed that information to your marketing team, isn’t it reasonable to think you’d convert more sales?
There are basic building blocks to take into consideration when you’re building this experience for your customers. One crucial pillar is Search Engine Optimization (SEO). The simplest definition is that SEO is a series of factors that services like Google uses to determine when your site should show up in rankings. The majority of e-commerce customers aren’t going direct to brands – they’re “window shopping” first. SEO is the internet equivalent of window shopping. If you build your site the right way, you’ll show up in more “windows” than your competitors.
Optimizing your site isn’t a “one-click” effort. It is done continuously over time. Are there best practices? Of course. But one of the most common mistakes brands make when making the leap to a digital shopping experience is just assuming people will come knocking on their digital door.
This blog could go on for days, so we’ll start with two categories: the basics and the “next level.” If either of these strikes a chord with you as your team builds out your digital shopping experience, give us a call! We work consultatively with each of our clients to tune their SEO strategy to get the most people possible to “window shop” their brand.
The Basics of SEO:
– internal links
– avoiding clutter
– creating unique content
– including alt text for images
The Finer Details People Often Forget
1. Keyword research, but there’s a right way and wrong way.
2. Your ranking can improve by optimizing your product pages.
3. Could a 6-year-old navigate your website? Believe it or not that’s important.
4. Schema markups helps Google understand your content
5. Start simple – duplicate pages will make your ranking more complicated
6. If you ain’t first, you’re last. Ok not really, but page speed matters a lot to search engines.
7. Integrating great and relevant content can help customer make decisions and help search engines find your brand.
8. Google appreciates formal sitemaps (that are accurate)
9. Get social! There are plenty of ways to integrate social sharing on your site.
10. Make your URL structure simple.
We know we’re just scratching the surface, but that’s kind of the point. If a lot of this is a foreign language to you, we can help. Building a digital shopping experience that actually moves the needle requires a great SEO strategy. Click the link below if you want to schedule a call with our team – we can’t wait to roll up our sleeves together!