Are You Optimising Your Online Store Correctly?
One of the most common mistakes online store owners believe is that PPC ads and content with redirect links would drive traffic to their website. While technically this is true, the traffic will quickly bounce if the site is not optimised to receive the target demographic. Is your online store well optimised to drive conversions as well as attract traffic? To find out, make sure you are not making the following mistakes:
Using Short-Tail Keywords and Sitewide Links
If your site is optimised using short-tail keywords that exactly match the high-volume search queries, then you are actually making a major mistake. Google’s algorithm updates have eliminated the need for using exact match keywords in links and in domain addresses as well. Sitewide links in footers or sidebars of web pages are also useless now following algorithm updates. Don’t bother used high-volume keywords unless you have a considerable budget to compete with the top players for these phrases. Usually, big-brand companies dominate these top keywords, so smaller companies really can’t match the resources necessary rank as high. The best hope for smaller companies is to use long-tail keywords where search volumes are less competitive. For best results, hire one of the top search engine marketing companies in Australia to use the most suited key phrases for your e-store.
Ignoring Titles and Meta Descriptions for Pages
Two of the most important aspects of SEO are the Meta descriptions and titles for each page. Some web designers leave these out, hoping the headline of a page would suffice. Actually, the search engine algorithm reads the title and Meta description when cataloguing each individual page within a site. If these two key pieces are missing, it could not only hurt web search, it will affect search within the site domain as well. You are effectively making pages invisible by leaving out the Meta description and page title. Keep in mind that the page titles must be unique so it accurately describes the product or content displayed on the page.
Missing Keywords in Product Page Domains
Don’t leave unreadable domains for product pages. It’s best to use the most relevant keyword for the web page for the most optimised results. Clean up URLs with key phrases so that both search engines and humans can easily identify the product page.
Inserting Call-to-Action Buttons Next to Buy Buttons
Call-to-action buttons for signing up for newsletters, email lists or anything else should never be displayed next to purchase buttons. Keep the two separate to avoid distracting and confusing the buyer. Use separate landing pages for CTAs where you want people to sign up for things.
Last but not least, don’t enter search engine optimisation with unrealistic expectations in mind. That is to say, don’t expect a campaign to be successful right away or be widely successful as some marketing material show. You cannot get instant results with SEO, no matter what anyone says. Rather, use existing data to set realistic and achievable goals for your campaign. Keep in mind that optimising an online store is a long-term goal and you will have to work months or years to get the results you want.