A recent research by Forrester revealed that the US alone is projected to record $523 billion in annual sales from eCommerce by 2020 and 270 million people would prefer online shopping over store purchases in the same period. So how do online retailers draw in digital shoppers to their eCommerce sites? Search Engine Optimization is a major factor that contributes to increased traffic to online stores. So for folks who manage SEO at eCommerce sites, today we look at 5 major trends that you need to focus on while optimizing your eCommerce website for better traffic.
Content in Long-form
Marketers and content creators have traditionally focused on creating crispy and short form content on eCommerce sites. But that has to change because to drive search results, it has been found that long form content with greater detail and with more conversational tone has a greater affinity for search engine bots. Conversational sentences form a good portion of search queries and hence long form content in reviews, product descriptions and other content pieces should be encouraged on eCommerce sites.
Social media centric content creation
Social media marketing is one of the trumpcards for eCommerce companies and surveys have pointed to increased ROI on such marketing campaigns. So while creating content for your site, writers can be advised to create content that would entice readers to share on social media. The greater the number of authentic shares you receive on social media, greater the search engine friendliness of your ecommerce site.
The record growth in eCommerce sales globally will be driven primarily by users who shop from their mobile devices and hence when you focus on SEO for your website, make sure you keep special focus on making your online store search friendly on mobile platforms as well. Make sure your site is lightweight, meets minimum standards for mobile search friendliness as recommended by search engines like Google and create consistency in the experience you render to users across devices.
Optimize for Voice search
It’s the era of digital assistants and voice search. You have Google Assistant, Siri, Cortana, Alexa and many more intelligent digital assistants available in the market today for devices. Keyboard browsing is slowly starting to pass on some load to voice based searches and SEO gurus have already taken measures to grab their share of the voice search traffic. Better colloquial phrasing, long-tail content, reviews and answers tailored to suit digital assistant searches are now a key focus.
Online stores are making every effort to penetrate new markets and a huge factor driving their efforts is the ability to localize their offerings. No longer do you target a global or national level audience for search optimization. The more you are able to optimize your website for regional specifics, more the traffic flow. Localized names, demographic nomenclature of products and integrating location details courtesy of wearable tech to define search preferences are some of the ways you can aggressively localize your SEO efforts.
It is hard to count the number of eCommerce websites that exist today and there is every chance of being left out in the race if you are not competitive. Driving differentiation through multiple areas is the best way to stay ahead of the pack. If you are planning to make it big with your SEO efforts in online retailing, make sure you keep a close eye on these 5 trends.