Shopping online has become more than a trend; it is a lifestyle. More people find a lot of the products they want online and e-commerce sites make them easily accessible. What some owners don’t know, however, is that optimising an e-commerce site is different than regular SEO for company sites and blogs. An e-commerce site aims to reach users that have the intention of buying particular products. Any optimisation must take into account that visitors on these online shops intent to spend money and having the right information about each item can greatly impact a purchase as well as site traffic.
Avoid Posting Incomplete Product Descriptions
One mistake that most e-commerce websites make is having incomplete product descriptions. Not providing accurate product descriptions will affect brand image and trust. Online shoppers are getting smarter and they look for all the necessary information before making purchases. Some will even go to different websites to find that information. If it’s not available on your site, they may end up leaving a product altogether. Shopping cart abandonment is common in cases of incomplete product descriptions. Some even return online purchases when they cannot find quality information on products.
Avoid Using Manufacturers’ Descriptions
Using manufacturers’ product descriptions is a common practice on e-commerce websites; however, doing so can cause problems. Copying manufacturer descriptions will lead to unoriginal content because manufacturers distribute the same content to all their clients. More importantly, these descriptions are not made for SEO, which will affect your site’s rankings.
Never Ignore Product Reviews
Product reviews are among the most vital information consumers look for. Most online shoppers will go through various product reviews before making purchases. Dismissing product reviews will lead to loss of customers. Reviews also work very well in creating unique content for your site, so just ignoring them will deny your site that relevant and original content.
Always Perform Keyword Research
Not taking into account keyword demand will impact your e-commerce site negatively. Dismissing keyword research may leave you with content that no one is searching for. You may also end up with product descriptions that attract visitors without interest in your particular products. An e-commerce site that has a lot of different products needs descriptions that cater to specific keywords.
Online Shoppers Blanch at Inaccurate Product Descriptions, eWeek, 04 February 2016
Importance of Online Product Reviews from a Consumer’s Perspective, HRPub.org, 2013
How to Write Product Descriptions that Will Make Customers Love Your Brand, MOZ, 11 September, 2015