We thought it would be helpful to create a series of blogs that cover some of the main Digital Marketing tools and channels so you can learn more about them and how they can help generate awareness and, most importantly, more sales for your eCommerce store.
But, first things first; what exactly is Digital Marketing?
Digital Marketing is a range of strategies all aimed at getting your brand in front of the right people, generating more engagement with your business and, ultimately, increasing sales.
There are many tools and platforms in the Digital Marketing mix that can help drive traffic to your online store. Some of the most popular are:
- Search Engine Optimisation (SEO)
- Google AdWords – Search Network
- Google AdWords – Display Network & Remarketing
- Google Shopping
- Organic Social Media
- Social Media Advertising
- Email Marketing
If that looks like a jumble of unfamiliar words, don’t worry, we’re here to break it down for and to help make it mean something for your business. In this first blog in our series, the first cab off the rank is our 3-lettered friend, SEO.
Search Engine Optimisation (SEO)
Before we get into the juicy stuff, did you know that approx 90% of people won’t scroll past the first page of results when they search on Google? That means that it is pretty important for your online store or website to be showing on page 1 for relevant products or services to capture website traffic, and that’s exactly where SEO work comes in!
So, what exactly is SEO? SEO is short for Search Engine Optimisation. According to Moz, SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
In simple terms, SEO is all about bringing more of the right kind of people to your online store through the results that are shown on Google (or other search engines) when people look up keywords related to your products or services. The somewhat harder part is actually getting your website showing high up on Google results for the keywords you want to rank for.
Google uses complex algorithms to rank websites based on site navigation, structure, page content, links and even recency and regularity of newly added content. To rank well, you need to make sure that Google likes what it sees when it comes to your site! That is essentially what SEO work aims to do – it continually optimises your eCommerce store or website in a multitude of ways to send the right signals to Google that your website is worth ranking. This then increases the likelihood of your store/site showing up high in the search results for relevant keywords.
So now you know what it is, here are just 5 quick tips for improving SEO on your eCommerce store.
- Review your Website Structure
To rank well, you need to ensure that Google likes what it sees regarding the structure of your site including navigation and page structure.
As an online store owner, a quick tip is to have highly relevant page, category and product titles. For example – let’s say you are focussed on selling blue running shoes for kids. To make this Google-friendly (and user friendly) we would suggest having a ‘Kids Shoes’ page in the main Navigation, ‘Running Shoes’ as a Product Category, and ‘Blue Running Shoe’ as a Product. By doing this you are signalling to Google that your store sells kids shoes, in running shoe styles and have blue colour shoes as products.
Bring on that good SEO juice!
- Check your Content
The content on your site is important too. Google needs to know that the content and products on your online store, both text and images, are relevant to the search that someone has performed. This relates to making sure that the words or phrases that your customers search for, and therefore what you want to rank highly on Google for, are contained on your site. So, this time let’s say you want to focus on selling wedding cakes in Brisbane via your online store. You’ve done your research and know your customers search ‘wedding cakes Brisbane’ so you want to make sure that specific phrase is used naturally in the headings on your pages and the main text content on your site. NB: A little warning here though, Google is very clever! When it crawls your site, it knows if it has been unnaturally “keyword stuffed” and it can negatively affect your rankings. So just use your keywords in a way that flows naturally and will read well to your customers!
- Add Meta Descriptions
A meta-description is the short snippet description of what a web page is about – it is considered a field you should complete helping improve your SEO. It is often what Google shows when your website is shown on the search results page as well. You want this meta-description to be succinct and speak to your customer so they click through to your site. If it can contain some of the keywords related to your site, that’s great too! Meta-descriptions can be contained in different areas in the back end of your online store or within specific SEO software plugins.
- Include Image Tags
Search engines, such as Google, can’t crawl images to interpret what an image is so this is why alt tags are important. An alt tag, also known as “alt attribute” and “alt description,” is text associated to an image so that search engines can attribute what the image is to assist in ranking your site. BigCommerce describes alt-tags and the effect on SEO and comments “that applying an alt-tag to product photos can positively impact an eCommerce store’s search engine rankings”. Sounds good, right? Alt tags are a field you can complete on your images in the back end of your site. Ideally, you want your alt tag to be a short description of the image and may include a brand name you want to rank for, but like your web content, keyword stuffing is not recommended! An example might be that you sell handbags and you have a gorgeous image of a new Gucci bag – the alt tag might be Black Gucci Diamante Bag – short & succinct!
- Regularly Add and Update New Content
Lastly, regularly adding new content to your website also sends great signals to Google. It signals to Google that as you are active on your site, it should keep coming back to recrawl your site – so keep adding new products, new blogs, etc to keep Google happy!
These are just 5 tips on how to make a start on your own SEO on your eCommerce store.
If all this SEO stuff doesn’t float your boat or you’re simply too busy and would like some SEO professionals looking after things for you, at BA Creative we have an awesome, highly successful SEO service, so get in touch and we can have a chat about your business and how our digital marketers in Brisbane can help.