Ottemo Blog

6 SEO Tips and Tricks for Your eCommerce Website

by John Harmston

Posted by John Harmston on Jul 14, 2016 1:49:23 PM

Search engine optimization isn't a new trick for commerce websites, but it's evolved into a completely different skill than it was during the early keyword-stuffing days. Today, quality and intent matter more than the specific words you use, and simply peppering your site with text won't help you keep up with the competition. Check out these six SEO tips for competing online in 2016.

1. Engage in Long-Form Content Marketing

Traditional wisdom pegs optimal content in the 400-word range, but recent studies blow that stat out of the water. One study conducted by Backlinko notes that the first page result on Google tends to have closer to 2,000 words. Consider integrating in-depth articles, longer blog posts and white papers into your content marketing strategy. Since long content can be expensive and difficult to do well on a regular basis, rotate long-form pages with shorter pages and other media types.

2. Don't Treat Keywords As King

While keywords are still important, they aren't the SEO kings they used to be. Forcing too many keywords into your content or placing awkward keywords in key components, such as headers, could actually damage your SEO game, because search engines are more sophisticated these days. Google doesn't need a trail of keywords telling it your content is about "best florists Denver." If your content is high quality and discusses quality florists, flower arrangements and ordering flowers in Denver, the search engine is likely to understand your intent.

3. Optimize Content for Mobile Users

Mobile users are quickly becoming a bastion within every marketplace and will eventually outpace online use by those on traditional computers. If your content isn't optimized for mobile, then you're losing valuable customer interaction, which means losing conversions, sales, traffic and backlink opportunities. That loss of performance reduces ranking on search engines, hurting your SEO.

4. Meet Multimedia Needs

Text content is critical for SEO, but a growing number of users want to see images and videos instead. Avoid alienating any portion of your customer base by providing content in a variety of formats, but make sure you leverage every opportunity for SEO to attract search engine ratings. Videos and images should be properly indexed and tagged on your site for search engine crawlers. Remember that bots generally can't read content that you deliver via Flash or flat images.

5. Pay Attention to Social Media

Social media is critical to SEO success because it helps you generate a variety of links to your content, which is important for success in the search engines. It also helps you generate awareness for your brand, increasing the chance of links on other prominent sites. Instead of treating social media as a separate marketing channel, integrate it into content marketing so it can support your SEO game.

6. Go Local With SEO

Local SEO continues to be critical for product and service companies with a local or regional focus. With a growing number of companies mastering SEO online, you have to differentiate yourself in any way you can, and geography is an important factor. Consider integrating local news and goodwill stories into your content as one way to boost local SEO.

Following strong SEO rules has never been more important for online businesses, but the rules in 2016 are very different than they have been in the past. Take time to refresh your SEO understanding for optimal performance this year and into the next.

Topics: e-commerce, digital commerce, website, seo

John Harmston

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