Dan Virgillito — June 14, 2017 Did you know that more than 1 billion people – or 40 percent of all global internet users – have purchased goods or products online? Selling on the internet allows even the smallest of companies to reach thousands of consumers around the world. And with the right techniques and SEO tactics, you’ll be able to reach customers who are ready to buy the minute they land on your site.
To maximize your opportunities, you’ll want to appear in the first few pages of Google. According to a Digital Synopsis infographic, “page one results enjoy a whopping 95 percent of all search traffic.” Furthermore, the total average click through rate for top 10 positions is 208 percent, implying that people click more than twice on sites appearing on the first page of Google.
So, the higher your website and product pages rank in search engine results, the more traffic you’ll get. The more traffic you get, the more sales you’ll rake in. So how do get on the first page of search results? We’ll get into that now.
SEO best practices for small businesses
To be a top ranking website, you’ll need to make sure your site is search engine optimized (SEO) and that your product listings are in top shape. To make it easier on your part, we’ve compiled SEO best practices that will boost your website’s ranking in search results.
Use the right keywords
Incorporate frequently used search keywords into your titles, heading, images tags, and product descriptions. This way, search results will direct traffic to your product pages. The more specific you can be with your keywords, the more likely your website will show up in relevant search results. For example, “iPhone cover” is a broad keyword, but “rechargeable iPhone cover pink color” may be narrow enough to reach your target market. Focused keywords are also referred to as long-tail keywords; keywords made up of 3-5 words specific to the items being sold.
Write unique product descriptions
Captivating product descriptions are key to ranking well in search engines and engaging site visitors. Instead of using generic language or using the description provided by the manufacturer, come up with something that’s fun to read and resonates with your customers’ interests. Think of your product description as an opportunity to tell a story and engage your reader. For instance, talk about how the item was created and explain how it can add value or be of benefit to the consumer. Don’t overlook the product specifics, such as size and weight of an item, as those are useful and informative pieces of information for prospective buyers.
Optimize images & include ALT text
SEO best practices for online selling also revolve around incorporating high-quality product images into your listings – with relevant ALT (alternative) text. ALT text helps Google and other search engines to read your image and place it in the most relevant search results.
Most website builders that support online sales have an ALT text field for images. For each image, use the most common search terms for the product or service as the ALT text. If you’re selling Italian leather shoes in different colors, you can use keywords like “Italian leather shoes black” and “brown Italian leather shoes” as alternative text. The ALT text will help Google understand your image and rank your site in Google Image Search.
Include customer reviews
Since content generation is essential to search engine optimization, providing a field for customers to add their reviews is a great way to capture user-generated content for your small business website. Encourage people to leave reviews and testimonials, and thank them for doing so! Your most satisfied customers may even serve as your company’s brand ambassadors. Every time your site receives a new customer review, the better it is for your overall SEO footprint. On top of that, reviews are likely to have a positive impact on your sales revenue as 75% of survey respondents say it is important to read reviews before visiting a small business. Customer reviews have real potential to influence purchase decisions.
In the ever-growing online selling landscape, a robust SEO strategy will give you the boost your website needs to stand out from the crowd. First, implement the above-mentioned SEO best practices to improve your search ranking. Second, continually update and improve your website to give your customers the best shopping experience possible and keep your SEO reputation intact.
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