SEO for Ecommerce

SEO for Ecommerce: Do the Big Shopping Carts Get It Right?

SEO is probably the most important marketing channel for success in ecommerce, since a full 89% of customers begin their buying process with a search engine.

If you run a small-to-medium ecommerce store, you probably look to the big shopping carts to learn how to do SEO right. That’s a smart move, but remember that they’re not all perfect.

Here’s a closer look at how the biggest shopping carts on the web take on search engines.

Amazon

I took a look at a few of Amazon’s product pages, and I wasn’t surprised to see they followed all the ecommerce on-page SEO best practices.

What stood out the most was their opportunities to keyword-optimize: the pages include “About the Product” and “Product Details” sections where they could naturally optimize for the right keywords without stuffing.

However, I was surprised to see a huge “From the Manufacturer” section, where they included text, images, and extra specifications straight from the manufacturer:

This is something ecommerce sellers should tread carefully with – if Google sees all your product pages copy text from somewhere else on the web (the manufacturers), they could consider it to be duplicate content and penalize you for it.

In this case, it looks like Amazon wrote their own descriptions as well, so maybe the pages are unique enough for Google.

Of the big shopping carts I reviewed, Amazon was the only one I found to have multiple pages ranking for the same keyword:

Cannibalizing your keyword juice like this isn’t advisable if you’re trying to get your business on the first page of search results.

You don’t want two of your own pages competing for position against each other. Instead, invest in that keyword on one page alone.

For Amazon, though, since they’re the biggest shopping cart in the world, the advice might go the other way.

Amazon regularly has several pages ranking for the same keyword appear on the first page of search. They’re trying to dominate the market, and it’s working.

I could easily spend this whole post talking about Amazon’s SEO, but let’s move on to some other sites.

Taobao

Taobao is a Chinese ecommerce site, and it’s the second-largest in the world next to Amazon. They’ve made efforts to internationalize their business, so I decided to type “Taobao USA” into Google.

This was the first result:

Looks like they still have some kinks to work out for their international audience.

When I clicked on the link I got an error page. After that, I tried to run Google’s Mobile-Friendly Test on their page, but their robots.txt file wouldn’t allow this either.

Their domestic SEO could be great for all I know, so I’ll give them a break for now.

Alibaba

Alibaba allows you to easily browse their collections and view prices in your own currency, which is great:

But once you click on a product to get some more information, they ask you to log in:

I couldn’t even look at a product page without setting up an account. That’s a problem for user experience.

I ran Google’s Mobile-Friendly Test on their site and can confirm they’ve done their job in that area:

Someone with deeper access to the site will have to tell you the rest!

Flipkart

Flipkart is an electronics ecommerce company founded in Bangalore, India. They boast 102.4 billion INR in revenue.

Flipkart’s URLs are optimized to maximize keyword juice in search results:

A lot of ecommerce stores like to include site structure categories in their URLs. For example: www.yoursite.com/womens/outdoors/sassy-7-skis/

This reduces the power of your target keyword in search results.

Some ecommerce sites make the mistake of not using their target keyword at all in the URL, sticking with numerical product IDs.

But Flipkart does it right, by prioritizing their product keywords in their URLs.

While looking at their URLs, I also noticed they use HTTPS security encryption. That’s just good business, since it helps you protect your customers’ personal information.

In terms of SEO, Google does index SSL certificates – and HTTPS is a known rank factor.

Flipkart appears to have their bases covered in terms of on-page SEO best practices. They include a variety of helpful images:

And their product descriptions appear to be uniquely written, not copied from the manufacturer.

Walmart

One area many ecommerce SEOs forget about is Google Image Search. But if Google finds images that are relevant to a keyword, they will include a sampling of them in regular Google searches.

This gives businesses an opportunity to take up more real estate on the first page of search results and show off their product in the process.

It looks like Walmart is optimizing their images for SEO, as the first image result for my pet bed search belonged to them:

The images that followed it came from other sites I had never heard of, despite the fact that this same product is available on several big shopper sites.

And while Walmart is ahead in their image SEO, they could still do better.

Their landing page for this product only contains one image of the pet bed:

If they included multiple images (different colors, different angles, etc.) and optimized them all for SEO, they could probably monopolize Google Image Search results for this product.

I’d also like to point out Walmart’s use of ultra-long-tail keywords for the same products that are available on Amazon:

Even when you’re Walmart, competing against the granddaddy of online sales is grueling. By taking advantage of long-tail keywords, Walmart increases their chances of appearing in the top spot when people search for specific things.

It worked out in this case – they were the number-one result.

Snapdeal

I can’t talk about ecommerce SEO without discussing product reviews.

All the ecommerce sites I looked at passed the product-review test with flying colors (except for Alibaba, because I couldn’t access their product pages), but let’s look at Snapdeal as an example of how to do it right.

They have prominent review summaries right at the top of each product page:

When you scroll down, you get more information and the reviews themselves:

Product reviews can also show up in search results if you use structured data, making them even more valuable.

It’s hard to tell if a website is making the most of structured data for SEO, because Google may or may not display it in search results. But by the looks of it, a lot of the big shopping carts are taking advantage:

Takeaways From the Big Shopping Carts


For the most part, it looks to me like the big ecommerce stores have their SEO bases covered. I’m not surprised – they must be doing something right to have gotten this big on the web.

To wrap things up, here are a few takeaways to keep your own ecommerce store at the top of its game:

Avoid keyword cannibalization

Unless your site’s the cream of the ecommerce crop, you do not want multiple pages competing for the same keyword. Make sure similar products have their own target keyword, and regularly check what keywords your pages might rank for inadvertently.

Optimize your URLs

Keep your URLs as simple as possible to make the most of target keywords for SEO. Avoid including extra words or phrases you’re not interested in ranking for.

Make the most of image search

Optimize your image file names before uploading them by including your target keyword. Always fill out your alt tags with relevant, keyword-rich phrases.

Use structured data

Structured data will help extra information about your products (prices, reviews, specifications, etc.) appear in search results. Extra info can encourage clicks and improve SEO.

Google has a Structured Data Markup Helper you can use to create structured data for your site.

Know the value of ultra-long-tail keywords

If your products are available on a lot of other ecommerce sites, consider targeting ultra-long-tail keywords with your product pages. People making more specific product searches might find your page first.

Avoid duplicate content

Always create your own product descriptions, instead of copying and pasting the manufacturers’. If you sell several similar products, make sure the descriptions on those product pages aren’t overly similar.

Never forget your product reviews

For a lot of searchers, if they show up at your ecommerce site and don’t immediately see third-party opinions of your products, they may hit the back button and go elsewhere to find them. A high bounce rate is bad for SEO, so make your product reviews prominent on every page.

Mobile-optimize your site

Make sure your site has a responsive design by using Google’s Mobile-Friendly Test.

Use security encryption

Security encryption will help keep your site safe and your customers happy. Google recommends HTTPS and has a help page on securing your site with it.

How does your site’s SEO compare to the big shopping carts? Tell us in the comments:

Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Web Design and SEO of Carolinas, its staff, or its partners.

Author: Aaron Agius

Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands to build their online presence. See more from Aaron at Louder Online, their Blog, Facebook, Twitter, Google+ and LinkedIn. View all posts by Aaron Agius

Boost Engagement and Leads with Interactive Content

How to Boost Engagement and Leads with Interactive Content

Having a great product or service is great, but it’s pretty much pointless if nobody knows about it, which means that marketing is just as important as the quality of our product, because that’s how you get the customers’ attention.

But what do you do once you have their attention? Well, the next logical step is to work on keeping it, because you want to persuade them to take action. You want them to engage.

And speaking of engagement, here are some numbers gathered by Content Marketing Institute in two amazing researches for B2B and B2C the past few years:

Business-to-Business Marketing

  • 47% of B2B marketers identified the production of engaging content as one of their biggest challenges by rating it as the third largest challenge back in 2014
  • 54% of them did the same in 2015, only this time they ranked it as their top challenge
  • In 2016, that number rose to a massive 60%

Consumer Marketing

  • 51% of B2C marketers rated engagement as their second biggest challenge in 2014
  • The number dropped by only 1 percent in 2015 (50%)
  • In 2016, the percentage grew to 56%, with engagement becoming the top challenge

Simply put, creating engaging content is a problem for more than half of the content marketers, and things aren’t looking up, because there is more and more competition every year.

Although it’s in their job description to create brilliant content, such as text, infographics, video, or podcasts, which will be read, viewed, or listened to, content marketers aren’t able to produce the user engagement they want, because that sort of content creates a passive experience for the reader, because it’s static. In order for engagement to take place, the content needs to become a two-way street.

It should come as no surprise that interactive content is in high demand. According to Buzzstream, the most popular content in 2013 on places like BuzzFeed and the New York Times have been quizzes.

Also, according to John Hammond, who is a content manager for Essayontime writing service, interactive content is all the rage nowadays:

We’ve been getting a lot of requests from our clients to create interactive content for them. On top of that, we rely on interactive content ourselves, not only to engage our potential customers, but also to find out more about our clients, their needs, and their habits, so that we can provide a better service for them.

Let’s check out some examples of the most popular interactive content:

  • Quizzes
  • Polls and surveys
  • Calculators (which allow you to calculate the cost of the service or a package you want to purchase)
  • Assessments (for example, personality or benchmarking tests)
  • Configurators (when putting together a new custom PC, for instance)
  • Interactive galleries and look books
  • Brackets (they resemble a tournament-like competition which encourages the user to stay engaged until the very end)
  • Interactive ebooks and whitepapers
  • Interactive infographics
  • Videos

Putting Together an Engaging Quiz


There are a lot of ingredients that go into creating a successful quiz. First, you need to consider the context and the channel where you will promote your quiz, which will also influence its content. Not only should it be relevant, but it should also have the right tone.

As far as topics are concerned, you can either go with something that is trendy and timely, or stick with ideas that are timeless and classic.

Perhaps the main reason why people like quizzes is to satisfy their curiosity, and that can only happen if they walk away from it having learned something new, or simply by having fun. And if they’ve enjoyed it, make it easier for them to share it with their friends.

Your quiz should always feature a question in its title, because that is how you invite viewers to find out more about your company or themselves, or to test their existing knowledge.

While your quiz should be based on questions, there is no reason why you shouldn’t include some interesting images, especially if they are relevant to the content of the quiz.

As far as your writing style is concerned, you are free to make it more fun and humorous, or even irreverent. But, make sure the quiz doesn’t go on for too long, and that it’s easy to complete.

The outcomes should not be too harsh or negative, but positive and enlightening. After all, you are creating interactive content not just to inspire your audience members to take action, but also to improve their user experience.

Mapping the Buyer’s Journey by Using Interactive Content


Customers in digital world are going through buyer’s journey most of the way before they give a sale their time. We are all about studying, researching, comparing options and prices.

Nowadays Marketing takes a Sales function: marketers must create content that educates and maintains relationships.

Interactive content should be produced to help buyers on their journey, as well as enhance overall experience. Main advantage of interactive content is its ability to invoke conversation.

While you create interactive content, think about buyers’ journey stages.

First Stage – Awareness

During this stage, potential buyers are curious and want to find out what else is out there. Your goal should be to get their attention and get your brand/service/product on their radar. The types of interactive content most suitable at this stage are:

  • Self-assessments
  • Polls and surveys
  • Knowledge tests
  • Interactive infographics
Second Stage – Evaluation

At this point, they are considering different options. Because you have gotten their attention during the first phase, you will be able to provide more information in case they need it and assist them in their evaluation. The sort of interactive content which works best in this case:

  • Benchmark assessments
  • Persona assessments
  • Interactive whitepapers
Third Stage – Decision Making

At this stage, buyers are focused on making the best decision, and getting the most for the money they’re going to pay. This is where you convince them that your product or service is a worthwhile investment, and help them overcome their reservations and fears. Best type of content at this stage:

  • Calculator
  • Galleries
  • Product pickers

Need More Help on Creating Interactive Content?


If you are still not sure where to start, you can take your existing content and break it down into key points which contain your main ideas, and then turn them into a quiz.

Make use of your buyer personas and map them to personality tests. Also, combine your knowledge of the prospect’s pain points and your research to create an interactive infographic or whitepaper.

You can repurpose your webinars and transform them into assessments, as well. Information about your products and your pricing plans can easily be turned into configurators and calculators, respectively.

Best Channels for Interactive Content


  • Your blog
  • Email
  • Paid media
  • Facebook and Twitter

Best Apps and Resources to Help You Create Interactive Content


  • SnapApp – A platform to create, publish, manage, and analyze interactive content, including video(via partnerships) Has individual and enterprise annual plans.
  • Interact – A platform to produce custom quizzes. Has monthly plans.
  • Ceros Digital – Digital platform that can help marketers add interactivity to static design along with design and production services.
  • Playbuzz  – Free platform that can help marketers create a wide variety of interactive content.
  • Riddle.com – First mobile platform to create quizzes, polls, lists, personality tests. Free and paid monthly plans.

Conclusion


Getting the people to pay attention to your brand and products is definitely a challenge, but the solution lies within interactive content.

Test the tips and resources we have shared in this article and create some interactive content of your own. Good luck!

Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Web Design and SEO of Carolinas, its staff, or its partners.

Author: Brenda Savoie

Brenda Savoie is a content marketer, private English tutor, and desperate dreamer. Writing her first romantic novel. Seeking contentment through mindfulness.