E-commerce sites come across various SEO challenges that obstruct their efficiency. There is a need for business owners, marketing managers, and SEO experts to know these problems; and plan accordingly for their solution. I have jotted down 5 on-site SEO problems which hold back E-commerce sites from delivering to their optimum.
5 SEO problems that hold back E-commerce sites
1. Product description not clear:
Usually, e-commerce sites have a considerable number of products. The quality of a product description can either make or break a sale. It is common for product descriptions to be really short, manufacturer based and automated. With short and automated descriptions, the search engine has limited information.
It is seen that sites with the detailed description of products perform better in search results on all popular search engines. E-commerce website owners should try to include a detailed information; that a shopper needs, to make a decision of purchase. Also, it should be kept in mind to follow the best description format for the products, such as bullet points.
Apart from adding the product description in detail, you can also add blogs to the e-commerce website. Blogs could include the keywords that are needed to improve the overall ranking of the website.
2. Reviews not included on the site:
The user reviews about the product or service affect the search results.
The impact of adding user reviews is clear and unambiguous. By adding reviews, we can’t say that SEO ranking will improve solely because of getting more reviews.
If you also fear of not including user reviews due to negative feedback, then please include it, the results are almost sure to be positive. Also, it will uplift the sales.
3. Improper migration strategy of e-commerce platforms:
Most of the e-commerce sites are built using third-party platforms. This is because they want to focus more on its core business rather than web development.
Sometimes websites outgrow one platform and switch to another as their market shares increases. Also, they switch platforms to gain access to previously unavailable features.
4. Not able to develop informational content and focusing more on transactional keywords:
It is very important to add informational keywords that would be able to target the customers who are a bit further up in the funnel. Sometimes, focusing too much on certain keywords usually falls under the failed strategy. For example, it is very difficult to rank for keyword “money”, but this doesn’t mean that you can entirely neglect it.
Apart from adding informational keywords, you should perform a site: search in order to find out which page on site already ranks best for any given keyword.
Ranking for less competitive phrases adds to the traffic along with improving overall reputation with the search engines. This might be because it influences behavioral metrics. You can take help of SEMrush to find keyword difficulty. When you analyze your existing rankings to see which keywords are already performing well, you can make changes to optimize for those keywords.
5. Site redesigns which are poor:
You might find sites, that, after redesigning gained traffic and also those which lost all the traffic because of it. The latter one is more painful, as redesign was done to beautify the site, incorporating new features. If you redesign your site, without considering SEO, then this is bound to happen. Those pages that were ranking well can get vanished, content might get changed; thereby, turning a win-win situation to a lost one.
Whenever you change URLs, make use of 301 redirects. This will retain the link popularity that is attributed to the site and help the transfers to new URL. The 301 redirect shows that indexed URL has moved. The search engine then de-index the old URL and index the new one.
It is advised to create a benchmark metrics including rankings of the site, home page rank, domain authority, and the no. of pages that are indexed in Google with the site: domain.com search. This will be beneficial for comparisons post-launch.
Start looking at your site and take out problems, if any, related to the information that you have provided on your website. By analyzing the problems and fixing those on time, you will able to rank high in the search results of search engine.
Your valuable views are most welcome in the comments below.