Achieving e-commerce ranking should be one of the big goals of today’s marketing teams. You can have an online store with hundreds or thousands of products, but not ranking well in Google is synonymous with not selling. If you don’t have a presence in the digital world, you are missing out on great potential.
SEO positioning is critical, and when it comes to Google it is even more so. The American company comprises nearly 75 percent of Internet users worldwide. This is a very large number to take into account, as there are millions of potential customers for a brand. Being able to position e-commerce is the key to generating sales.
The e-commerce industry has a lot of competition nowadays as well as big brands in the market such as Amazon, Alibaba, MercadoLibre. That is why positioning e-commerce on Google is crucial for small and medium-sized businesses. There are some important techniques that will help to position an e-commerce in the first pages of Google.
The added value of positioning ecommerce on Google
Ranking in the top five on Google is one of the goals of businesses. The visibility, reach and engagement offered by search engines are key to positioning e-commerce and generating profit or sales. Google receives more than four million searches per minute, and 90 percent remain on the first page.
This is why appearing on the first page of Google is so important. According to an Ecommerce KPI 2020 study, 33 percent of sales worldwide are made through organic traffic. This puts you ahead of other sales channels such as SMS Marketing and Email Marketing.
If you want to increase sales of an online store, you need to position ecommerce. SEO for ecommerce is critical to increasing traffic to a website and one of the best marketing strategies to grow sales of an online store.
Advantages of e-commerce positioning on Google
Some of the reasons for applying an e-commerce strategy for an online store include the following:
A.- Attract quality organic traffic.
Placing an ecommerce on Google will increase the chances that more people will visit a website and buy. Being at the top of SERPs will cause more people to come naturally and learn about your products. It is estimated that 94% of online activity begins with a search.
In fact, nearly 45% of people who make an online purchase start their search on Google. Therefore, the greater the traffic, the greater the likelihood of a sale.
B.- More sales are closed
Optimizing an ecommerce space is important to attract audiences, but the important thing is to get these people to exercise the buying action. As SERPs are more visible, users most interested in purchasing a product or service will land in the online store.
A key point is to have well-optimized and structured web pages with catchy descriptions and a layout that helps one’s Google ranking. With Big Data analysis, it is possible to predict certain consumer behaviors and then offer them an appropriate solution at the best time.
C.- Improve page CTR.
Ecommerce ranking is important because it improves the CTR, which is a metric for assessing how well web pages respond to a specific user’s search intention. This metric is related to keywords and other aspects such as SEO title and meta descriptions.
Using Google Search Console is one factor that can provide the brand with important data on click-through rate trends in relation to the number of people visiting a digital space. With this information, you can know what people are interesting in and can apply strategies to capture their attention.
Factors that help to rank e-commerce in Google
Achieving SEO ranking is a matter of a lot of effort, work and dedication. Having a defined strategy that follows the following premises will undoubtedly yield positive results for a brand or company.
1.- Identify 10 keywords in business
This is the first step that must be taken to achieve success in e-commerce positioning. The keywords of the store will usually be the categories of the products being sold. Google’s keyword tool helps find the most important keywords.
Much of the web traffic will reach the brand’s digital spaces for those keywords. There are companies such as Ikea that give their products their own name, but for SEO purposes it is better to identify product terms such as “black dining table,” for example.
Another factor that plays an important role here with keywords is having the product sheet well structured, the right images, creative text, and metadata.
2.- Map of categories
It is critical to positioning e-commerce that the web page is well structured to get good results on Google. A good way to do this is to locate your products and services in browseable categories. In many cases you don’t create categories and just think about search engines, but it has been shown that people are driven by this tool.
If an entire category tree is created in which all content is grouped, keywords can be placed. This type of structure allows the brand Web site to have a customized URL. These elements are key to positioning the e-commerce in Google.
3.- Select what Google should index
If you have an e-commerce business you will know that many URLs can be generated depending on the number of parameters that are used to filter products and services. The sizes, colors, shapes, textures, everything takes up a different URL. It is important to define what Google will index.
There are many URLs that are necessary to improve the user experience, but in turn will be irrelevant to Google. Always keep in mind that having more URLs will not generate more organic traffic. The following are some data that are not important to be indexed by Google:
- Filter URLs.
- Orders
- Reviews.
- Purchase processes such as product carts, payment page, etc.
- Search result pages.
4.- Testi nelle schede prodotto
Texts play a central role in e-commerce positioning. Many times stores insert the description that the supplier of the product or service has sent them. The truth is that the supplier does not create text that catches people’s attention.
You may also have problems because the same text may be on other competing pages. That is why you have to be original in terms of mastering the text. They must be personalized and optimized for keywords. Remember that text is the best ally for selling and is essential.
5.- Product Images
An image is important for e-commerce positioning and selling. It is proven that people’s first impressions come in through the sense organs, particularly sight. You need to be creative when designing images for each product being sold. Adding a personal touch can pay off.
Every detail of the images plays into the positioning of the e-commerce in Google. From photo size, to quality, to pixels, to ATL attribute and image name. The key is to make sure that the maximum size is what the web page allows and that its loading does not affect speed.
6.- Social networks and link baiting
The success of a website does not come only from the website, but also from social networks and a link baiting strategy. Even if you have a catalog of products, it is important to promote these products on social media through engaging posts. Creating viral content about these products is crucial.
