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The keyword research in step 2, above, comes in handy as it provides an idea of the most influential and best-ranking sites to approach.
Sometimes a small, common-sense tweak to a title tag can make a big difference, especially if your ecommerce platform generates default titles based on the labels in your taxonomy and the site’s name. This can result in title tags such as “Women’s – [Your Site].”
Content marketing for SEO involves creating, say, articles, videos, and podcasts that people want to share and link to. As the number of people exposed to the content increases, so does the potential for links.
Social media enables you to connect with your audience. Nurturing those relationships increases the exposure of your content and, thus, the likelihood that some will blog about it or link to it.
In Google Analytics, go to Acquisition > All Traffic > Channels . Click on “Organic Search” and then change the Primary Dimension to “Landing Page.” You can then analyze your SEO performance.
8. Build Your Social Media Network.
Most other quantitative keyword tools require a paid subscription. But some still suggest keywords, for free, without providing data on popularity.
With your keyword map in-hand, the next step is implementing on-page SEO, including:
Beware of the “Keyword” dimension, though. No analytics program can accurately track which keywords referred organic search traffic to your site. Only the analytics for each search engine, such as Google Search Console’s Performance report, can do that.
If you have attractive images, add Instagram or Pinterest to the list. If you’re open to creating videos, definitely use YouTube.
A sound SEO program relies on keyword research to:
Search engine optimization takes time and money. If you’re short on time but have the money, an agency or consultant is an option. If you’re short on money, use these do-it-yourself tips to boost your site’s organic rankings.
Link equity is the quantity of high-quality, topically-relevant sites that link to yours. Link equity and contextual relevance are the top two organic ranking factors. Combined, link acquisition and content marketing increase your link equity naturally.
Twitter is a popular vehicle to ask the SEO community for advice. Make sure to include a hashtag such as #seo, #seoquestion to increase your chances of being seen by someone who can help.
Use long-tail keyword themes that drive fewer searches and are typically more specific — such as “how to get red wine out of carpet” or “ex9116 exalt 18v battery charger” — in blog posts, FAQ pages, and product pages.
Do your title tags make sense? Can you make them more specific or relevant? For example, adding “shoes” to the title tag above could be a common-sense tweak: “Women’s Shoes – [Your Site].”
1. Improve Title Tags.
Focus on the relevance of the textual elements of each page — the title tags, meta descriptions, headings, body content — to the keyword themes that searchers use.
Create a spreadsheet of all critical pages in your site’s navigation and map unique primary and secondary keywords to each. Create new pages for unassigned high-value keywords.
Consumer-facing businesses will likely find the most value in Facebook and Twitter. B2B companies usually focus on Twitter and LinkedIn, with Facebook in the mix as well.
Also, study their reviews and social media activity to identify products or site info that could improve your own offerings and user experience.
For quick updates on SEO changes, try two YouTube channels: Moz’s “Whiteboard Friday” and “Google Webmasters.”
Google Ads Keyword Planner is a free research tool. You’ll need an active Google Ads campaign to access it, however.
Create ongoing content tailored to your audience. You don’t have to kick out a new blog post or other content every day. That’s unrealistic for many ecommerce sites. Just publish unique content at least monthly, if not weekly. Consistency is key.
6. Produce Regular Content.
If you are stuck, ask questions in one of the many SEO communities. Google’s Webmaster Forum is a helpful place to start. Participants include Google employees, SEO professionals, marketers, and developers. Other popular forums are WebmasterWorld Forum and Moz’s Q&A Forum. Facebook and LinkedIn also have SEO communities.
Look at your highest-level category pages. My research shows that ecommerce category pages should drive up to 32-percent more organic search traffic than product pages.
Link acquisition, on the other hand, involves:
“Content” does not need to be only text. Use illustrations, product photos, how-to videos, or any other content that helps shoppers. Delivering value is vital. If the content doesn’t fill a need or engage your customers and prospects, you’ve wasted your time and theirs.
Identify your organic-search competitors — not necessarily the sites that sell exact products and services, but also informational sites and massive retailers that compete for the same phrases. Wikipedia, Vogue magazine, and Walmart are your competitors if they’re taking up room on the search results page. Ask yourself:
Knowing what consumers want and the search phrases they use, map keywords to each page on your site.
Marketers tend to use the jargon of their industry and brand. Don’t assume that you know what consumers want and how they search — do the research.
The best keyword tools offer a demand score for each theme. Google Keyword Planner is the free, go-to keyword research tool, though you’ll need an active Google Ads campaign to access the most useful data.
This helps your website become more discoverable. When potential customers search terms related to your brand, they’ll have a better chance of discovering your website and becoming a customer.
Backlinks are a prime factor in helping your website rank better.
Now that we’ve covered improving your SEO, what happens to your conversions?
5 Reasons You Need to Optimize Your Website.
There are plenty of reasons to learn how to optimize for conversions and SEO in tandem.
And a website optimized for conversions typically has better metrics, such as time on page and bounce rate , which means that Google might rank it higher.
The average business spends about 1 percent of its total revenue on advertising . If your business rakes in $1 million per year, you might spend $10,000 on advertising.
On-page SEO tells you how to optimize your website when you’re building specific pages. Factors like headlines, subheadlines, URL slugs, and meta tags fall into this category.
Guesswork only goes so far when it comes to user experience. You might think an element on the page is necessary, but user behavior reports don’t bear that out.
When high-quality sites link to yours, Google interprets the link as a signal of your site’s credibility. As you build a solid backlink profile, your pages will climb up the ranks.
7. Speed up the pages.
If you have good SEO, you can attract more traffic and get more opportunities to convert potential customers.
However, you should start preparing for conversions now. If you know how to optimize your website, you can immediately see greater conversions even if you have low traffic.
First you need to know how they work together to create a leaner, more productive website.
Then figure out how to optimize your website for conversions so you don’t waste all that good traffic.
8. Get quality backlinks.
You won’t see results right away. Rankings take time to build, especially with the plethora of content that exists online, so you have to work hard to build quality content, attract backlinks, and establish credibility with Google.
When you compare the close rate between searchers who arrive at your site via organic search and those that come via paid ads, the results are illustrative. Organic search closes at nearly 15 percen t, while paid search closes at less than 2 percent.
One piece of data by itself might not tell you anything, but when you collect lots of data, you start to notice patterns.
Knowing how to optimize your website for SEO and conversions simultaneously furthers both of those goals and creates a better relationship between your site and the search engines.
Before you decide on the optimum length for your content, Google your primary keyword and visit the top 10 result in the SERPs. Are some of those pages longer than 1,600 words? Then yours should be, too.