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E-Commerce Considerations – #4 Technical SEO
Tom Jenkins
This article is part of a 10 blog special about e-commerce. Previously, we talked about why you should consider the quality of content and how it could make a difference. If you missed it, Click here to read it.
How is it ranking?
It doesn't matter how beautiful and easy to use your website is if no-one finds it.
Technical SEO is as important as your content, but many e-commerce websites lack in the SEO department. This could be a reason why your website isn’t getting into SERPs (Search Engine Results Page) such as Google and Bing results.
Here some points you should consider with your SEO:
Duplicate Title Tags
If your business has a lot of products and/or services to offer, you may see that you have used the same keyword on a few of your items. Google negatively ranks duplicate content, so it is something to be avoided. One of the best ways to avoid this is to create a Title Tag Recipe that allows you to avoid this little mistake.
Look at what language your consumers are using and adapt it to that, so they can easily find your products. If you own a sports shop, you could have your Title Tag like this: Brand – Item – Colour, for example, “Adidas Men’s Track Pants Black” or “Wilson Tennis Bag Red”.
Slow Loading Speed
When you go on the internet, do you expect everything to load up quickly? Would you wait for a long time to see what’s on offer?
No? Then why would you expect your consumers to wait?
Competition is getting tougher and tougher and consumers want information immediately and will not wait for your website to load. According to Shopify, there could be a 7% decrease in conversion for only a 1-second delay in your loading page time! In fact, google has taken this into account in their algorithm, so if your site is slow, they will reduce your ranking.
To check your current loading speed, use Google’s PageSpeed Insights Tool. It will give Speed Time and indications on how to optimize your page to make it quicker.
Non-Speaking URLS
You must try to avoid using Non-Speaking URLS because it isn’t keyword friendly; meaning search engines won’t be able to know what it is.
So if you saw a URL like, “shoponline.com/product-id-2933884?”, you wouldn’t know anything about it at first glance. This is a Non-Speaking URL.
A Speaking URL contains keywords that are related to what is on the page, for example, if I was buying a UE Bluetooth Speaker on Amazon, the URL would look like:
https://www.amazon.co.uk/Ultimate-Ears-Bluetooth-Waterproof-Shockproof-Black-Yellow/dp/B0764BFL1K/
You can clearly see that the URL contains the Brand, Colour and the Product Keywords, making it easier for search engines to find it.
Responsive Websites
Every website should have a responsive web design. This is an approach to the design of a site which makes web pages render on all devices, including PCs, tablets, and mobiles.
The main purpose of this to allow people to easily access a site's content on a mobile device. Over the last 5 years, smartphones have become a major technology in how people access the web. Google has even announced that they will take priority to index sites that are mobile-friendly over ones that aren’t.
In next week’s blog, we will focus on Digital Support and how having multiple channels of communication is good for you.
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