Surely you ever wondered what web positioning is (SEO positioning or, simply, SEO) and why it can be important for your internet business, right?
Let’s then unravel the mystery: SEO ( Search Engine Optimization ) is an online marketing action that serves not only to increase traffic to your store but also to make consumers find you at the right time .
Through the SEO strategy , you will be better positioned (higher in the search results) when a potential client enters a keyword related to your business in a search engine, for example, in Google.
Now let’s go a little further: have you ever heard that content is king? This means that good content is going to be the one that makes you win the battle of positions in the search results and, therefore, the one that ends up generating more traffic to your site.
What is considered a “good” content ? Not only the one that is creative and original, but also the one that is optimized for search engines (we will talk about this below).
Be careful, with content we do not refer only to text, but to any element that is included in your page, such as images, videos or any other resource that you use.
Now that you know what SEO is and why it is important to grow your business, we share 9 fundamental tips to take into account when implementing it in your online store.
1) focus on keywords
Keywords are those that inform search engines (Google, Bing, etc.) what your website is about . To find the best keywords for your e-commerce, you are going to need to do a little research.
For that we recommend using the Google Keyword Planner , where you will discover the volume of searches for each keyword related to your business and the level of competition that each one of them has.
What you have to do is identify the words with which your potential clients would search for you and, if possible, those that do not have too much competition.
Shall we do the test? Suppose you sell women’s leather shoes. Look at the results that Google’s Keyword Planner returns:
The tool tells us that the term “leather shoes” is more popular in monthly searches than “women’s leather shoes.”
So even though your product is specifically for women, it may be wise to choose the option that does not specify gender as a keyword . In this way, you have a better chance of generating more visits to your site and, therefore, more sales.
It is clear that applying only keywords on your site is not enough for an excellent SEO strategy but, combined with the advice that follows, your e-commerce will surely achieve the first positions in the search engine results .
2) Get an attractive writing
“This sentence has five words. Here are five more words. Prayers like these are fine. But many meetings become monotonous. Hear what’s going on. Writing gets boring. The sound becomes buzzing. It’s like a stuck disk. The ear demands some variation.
Now listen. Changed the length of the sentence, and I create music. Music. The writing sings. It has a nice rhythm, a cadence, a harmony. I use short sentences. And I use medium length phrases.
And sometimes, when I am sure the reader is rested, I will attract him with a sentence of considerable length, a sentence that burns with energy and builds with all the momentum of a crescendo, the sound of drums, the crash of the cymbals… it sounds like it’s saying listen to this, it’s important .
Achieving attractive writing is essential to optimize your website and achieve good SEO positioning . Therefore, avoiding repetitions and excessive use of your keywords are two good practices when writing the content of your page.
In addition, it is important that you find the balance between what your potential clients want, on the one hand, and the search engines want, on the other (although they are related, of course).
This means that you have to focus on offering relevant content for those who enter your site and, in addition, try to adapt it to the needs of search engines by writing clear titles, looking for synonyms to avoid repetitions, using keywords, for example.
If you can please the search engines, you will get visits. And if you also manage to catch the attention of the visitors, you will win customers.
3) Create a winning domain
What you have to keep in mind when creating your domain (or URL) is that it contains keywords that users would search to find products like yours.
For example, if your brand is called Josefina Rúa and you sell women’s shoes, a good domain could be josefinaruazapatos.com.ar or josefinaruashoes.com.ar, for example, instead of josefinarua..com.ar, which is not related with your product itself.
In this way, your potential clients and search engines will understand what your page is about just by looking at the domain.
4) Pay attention to the names of your products and categories
When naming your products or categories, you have to keep in mind how your potential customer would search for that item .
Continuing with the example of shoes, if you name a pair of Sofia sandals , it is unlikely that the user who is browsing your store will find them. They will probably get frustrated and abandon your site in search of a more accessible one.
So that this does not happen, make the search easier! You can call that item, for example, “Sofia” leather sandals .
5) Use description meta tags
What is a description or meta description meta tag? It is the information that tells Google (or any other search engine) what a certain page is about.
This will directly influence the number of visits you receive from search engines, therefore, use meta descriptions for each page of your site . Otherwise, the search engine will have to choose any part of your page to describe what it is about and the user who entered the search may not find it useful and choose another site.
And, above all, avoid these bad practices :
- Add descriptions that are not related to the content of the page.
- Add general descriptions that do not make sense such as “this is an online store” or “video game page”.
- Copy and paste a paragraph that is already included on the page.
- Use only keywords.
6) If you include images, make them accessible
There are three good practices when it comes to including images on websites:
Since search engines cannot read images and identify what they are about, they have to be accompanied by a parameter called alt text (alternative text) that describes what they mean. The alt text becomes visible once pass the mouse over the image as in this example:
We refer to the image file. Its name should be short and descriptive since this will add value when the search engine tries to decipher what is shown in a certain image. Here it is not necessary to include as much information as in the case of alt text . Instead of naming the file “foto.jpg”, make a little effort and name it what it is, for example “leather-shoes.jpg”.
An additional technique to achieve better SEO positioning is to add a caption that describes what you see in that image.
7) Get links to your online store
A more “linked” site (that is, one that has many links or links on other pages) is a better positioned site. Why? Because for search engines this means that your page can be trusted and serves as a reference for many others .
Tip : it is preferable to receive links from different domains than from the same domain. 😉
Here are some tips to get links to an online store:
- Create a good social media strategy by sharing valuable content.
- Create impressive infographics (this type of content tends to be highly shared).
- If you have the necessary experience, offer to generate professional content for blogs on other pages.
- All these factors will influence your web positioning, thus driving it to the top of the search engine results.
8) Rethink the text you use for your links
Search engines not only pay attention to the URLs (or domains) of the links that you include on your page, but also to the text that represents them.
That is, if you are writing an article about the best fashion events in the world and you want to take the reader to see each event, instead of saying “to know the best fashion event in Buenos Aires, click here “, it would be convenient write “I met the best fashion event in Buenos Aires “.
The first link does not offer any information to the search engine about where it is going, on the other hand, in the second example there is an added value by communicating that the link leads to a fashion event, and that it is the best in Buenos Aires.
9) Link your internal pages
What does this mean? Put links from the different pages of your site in different parts of it. This will allow both search engines and visits to your online store to find more information and, therefore, have a better idea of what you offer in your e-commerce.
In particular, it will be useful for search engines to identify a common theme on your page since the contents will be related to each other.
Another advantage of including links to internal pages is that it will most likely increase the time the visit stays on your site , thus increasing your chances of sale. 🙂
These are our 9 key tips so that you can implement your SEO positioning strategy successfully in your online store. Keep in mind that you can complement this strategy with SEM (S earch Engine Marketing ), that is, with paid ads to further boost your results. Do you want to know more about this topic? Check out our article on SEO and SEM .