Organic traffic is considered to be one of the most significant elements of any web resource. As for online stores, they are not exceptions. Today we’d like to present a series of articles related to search engine optimization and ways to build traffic.
SEO is the process of getting a website optimized for search engines that allows being ranked better. World’s most popular search engine is Google which covers 80% of the market. That’s why we’re going to discuss Google SEO tips.
What is a search engine result and its types
Search results are results shown by search engines (Google, Yahoo, Bing, etc.) in response to a user’s request. The page containing results is called Search Engine Results Page or SERP.
There are two types of search engine results: paid and non-paid (organic). SEO can improve only organic results.
Paid and organic search results
After images have been optimized, you can get traffic focusing on image search results. The value of the channel is often underestimated, but it can work in your favor, especially if you deal with online stores selling footwear, apparel, interior items, etc.
Media search results
There are on-page and off-page factors that affect search engine rankings.
- Metatags, title, description
These metatags should be unique for every page. Large online stores include 1M pages, so it’s rather difficult to make all tags unique. In this case, you need to create metatags at least for home page and category page manually. It’s allowed to use templates for product pages.
Metatags should contain keywords placed at the very beginning of the line. It helps to understand the content of the page for search engines as well as users. It is clear that keywords need to convey the information the page contains and not be listed as a comma-separated content.
Title size shouldn’t exceed 60 characters while description size is 150. Title, as well as description, is displayed as the search result. That’s why it’s important to create them focusing on users. In order to have a positive effect on a user, you can mention favourable terms and special offers. As a result, you increase your traffic even if your site is not ranked as the first one (but you’re ranked on the first page).
It is necessary to use keywords (KW) on the website. Usually it happens by itself without additional checking, as it’s impossible to create a page on the specific topic with no content related. As for main pages, you need to sort out KW by using special tools (for example, Google Keyword Planner). Besides, keywords should be used at the beginning of the page in titles and subtitles.
The metatag ‘keywords’ doesn’t deserve much attention, as it doesn’t make any sense for SEO.
It is quite significant to get web pages linked. It helps search engines index pages faster, understand the store structure, and find out the most relevant pages (containing the biggest number of links). Users in their turn get more useful information, navigate the website longer and, consequently, increase your sales by purchasing extra items.
This type of optimization includes external links which should be organic. Additionally, anchor list should be diversified.
What does not affect ranking in 2017
- Title separators: ‘Website Development | BelVG’ or ‘Website Development — BelVG’ or ‘Website Development: BelVG’.
- Site age.
- Advertising in Google AdWords: it’s surprising that many website owners are convinced if they advertise in Google AdWords, it implies better ranking. But it’s not like that. When you face a large website which is top 3 ranked having ads, it means that different channels are used to get more traffic. Besides, these channels are not connected.
- Likes, shares, plus-ones, tweet, etc.: social activity doesn’t have direct impact on ranking.
- Paid or free hosting: it doesn’t matter what hosting you’re using if your website performance is great.
- Meta keywords tag.
The following article will cover on-page optimization of web stores as a modicum of effort for successful ranking. It is foolish to discuss off-page optimization without going deep into on-page one.