SEO OPTIMIZATION FOR E-COMMERCE

E-COMMERCE


Optimize the SEO of your e-commerce sites via a flawless modelling of the structure and the “customised” introduction of faceted navigation, …

Some keys to SEO success for your E-Commerce site

Faceted navigation on an E-commerce site allows expansion of the tree structure and gets some interesting middle tail queries working for your SEO. Mastering faceted navigation allows you to exploit its many SEO advantages: that is to say, creating effective landing pages with an optimum conversion rate, and responding to a large number of requests from Internet users via search engines. The trick is to avoid the effects of common set up issues: the creation of duplicates, empty pages or those of little interest, and a ratio between pages of listings and product pages which is far too high.
It is also important to adapt your internal mesh to optimize your site and distribute the popularity.

This new context (the setting of filter combinations) potentially creates a large number of new pages. The new mesh will have to take account of the new hierarchy of importance between the old pages and the new, and must respect the usual rules: siloisation, semantic enrichment of pages, and optimization of the spread of “linkjuice”.

But the success of your E-Commerce SEO strategy is also highly dependent on your technical platform’s ability to rapidly respond to search engine requests.

Many other factors must also be taken into account:

  • Store Locator
  • Semantics
  • Netlinking
  • Optimization of the conversion funnel
  • Mobile

Our consultants will help you to take stock of your main issues, and work with you to identify the key actions to be carried out according to the context and considering the SEO advantages/ cost of implementation ratio.

Here is for example a collection of E-Commerce platforms for which our consultants have a strong SEO optimization experience:

Local search challenges for WEB TO STORE

Local search is progressing in line with the growing number of mobile media users, who themselves are also evolving over time:

  • Visibility in the catchment area
  • Web to Store developments
  • Customised service (e.g. product availability)

Some key figures
By 2015, 30% of Internet search requests involved local searches
74% of local searches are executed via Google, and 71% consider the results obtained to be very good value!
Google alone handles 33% of local business web traffic via local searches.

Technical tasks
Ensure the “store locator tool” is properly integrated, send the right files to the right directories and search engines, choose the right combinations (places, activities, …).

According to a Google study

SEO can have a different impact on your customers/ visitors depending on when the contact is established and the stage they have reached in their purchase journey. At the beginning of a customer journey, organic searches help customers to become aware of your product or service. In the middle of the journey, SEO can stimulates interest in the brand and desire to purchase. And at the end of the journey, your SEO will help to “seal the deal” and validate the act of purchase.(source Google)

graph_purchase_path

 

Source : Think with Google
An example illustrating the role of SEO for small businesses in the “shopping” sector at the beginning, middle and end of the purchase process.

It is interesting to note that SEO is not only useful during the acquisition and conversion phases, but also through the reassurance phase to finalise the purchase intent.

“Working your SEO visibility” must therefore lead on to strategic reasoning based on the size and nature of your business in order to define appropriate content and landing pages for the success of your digital project.

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