As the ecommerce landscape continues to expand, ecommerce SEO is gaining increasing importance. The online shopping environment is competitive, both in South Africa and on a global scale. With more brick-and-mortar stores closing and traditional retailers turning to ecommerce, the overall ecommerce market has experienced rapid growth in recent years.
For online retailers, this growth emphasises the need to stand out to be found online. It underscores the importance of having a robust ecommerce SEO strategy in place to achieve this goal.
Avoiding Ecommerce SEO Myths & Assumptions
Treating SEO as an afterthought is all too common, with many e-tailers instead focusing their efforts on other ecommerce marketing strategies. While a multi-channel ecommerce marketing approach is advisable, SEO should play a significant role within your broader strategy. To maximize results from your ecommerce SEO efforts, the first step is to understand the realities of optimising your online store. In this guide, we share some prevalent myths and assumptions surrounding ecommerce search engine optimisation.
From considering SEO a waste of time and effort to assuming that optimisation requires cramming as many keywords and links as possible into product descriptions, here are some of the prominent ecommerce SEO myths to avoid.
1. Assuming that keyword density is everything
Keywords are undoubtedly crucial for your SEO strategy. The choice and usage of keywords matter. However, it’s easy to end up stuffing too many keywords into product descriptions or compromising readability by incorporating keywords that don’t seamlessly fit into the content.
Some ‘experts’ claim that a high keyword density is essential for page results. In reality, given that ecommerce descriptions are typically shorter than blog articles and website pages, aiming for a 1% keyword density is sufficient. Incorporating variations and long-tail keywords is a good way to include additional terms without overdoing it. It’s vital to note that stuffing keywords into meta tags is also ill-advised.
2. Assuming that links don’t matter (or that links are everything)
Balancing internal links is crucial, as there’s a fine line between adding a few key links and including as many links as possible. Links do play a role in ranking, and link building remains a key element of any SEO strategy. However, assuming that links are unnecessary or that a large number is always beneficial can be detrimental. Instead, focus on relevant and valuable links that enhance the user experience.
For example, when optimising a product page for women’s sneakers, include a link to your women’s clothing page or link to similar products that you are cross-promoting, such as active clothing.
3. Assuming that quantity trumps quality
A common mistake is thinking that adding a vast volume of content is more important than ensuring quality. It doesn’t make much difference whether you have hundreds or thousands of words, provided you have a solid ranking strategy in place. Good ecommerce SEO is about balance – quality will always beat quantity.
Well-written product pages with strong keywords, relevant backlinks, proper headers, and an easy-to-read layout are essential. Pages should be optimised for mobile, 100% original, and part of a comprehensive strategy.
4. Assuming that videos and images don’t matter
Underestimating the role of videos and images in ecommerce SEO ranking is a mistake. Both images and videos are essential components of your ranking strategy, appearing in regular search results as well as video and image search results. Optimising videos and images is crucial to reach customers and enhance their online shopping experience.
Visual elements not only make it easier for your store to be found but also improve user experience by breaking up content and adding interest to product descriptions. Ensure that visual elements load easily without slowing down your website loading time.
5. Assuming that content doesn’t matter
Beware of digital agencies that downplay the importance of content. Content remains king and should not be overlooked. While it may be tempting to omit product descriptions or use generic ones for related products, this can backfire. Duplicate SEO content can harm rankings and even lead to blacklisting and penalties.
Ensure that your content is original, well-written, and relevant to the products you are selling. Well-crafted descriptions that assist both search engines and buyers outperform generic descriptions.
6. Assuming that ranking always equates to sales
Even with a well-optimised store, don’t assume that you will automatically boost sales. SEO is just one part of a broader ecommerce marketing strategy. To ensure conversion, focus on developing a well-rounded marketing strategy that includes lead generation, social media, mobile marketing, email marketing, and SEO.
This guide aims to debunk common ecommerce optimisation assumptions and myths. Regardless of the sise of your store, investing in ecommerce SEO efforts and developing a comprehensive marketing strategy will contribute to the holistic and authentic growth of your online business.
