As an ecommerce business, you know the importance of SEO. You’ve likely worked hard to optimize your homepage to attract the right audience. But what about the rest of your pages?
Every visitor to your site wants something. However, that doesn’t mean they’ll make a purchase immediately. Most are probably just researching their options. With that said, eventually they’ll make a purchase based on what their search results yield.
The majority of your traffic likely comes from people searching the web for a particular product or item. These searchers don’t follow the standard sales funnel. As they enter your site through search results they often won’t follow the prescribed path to consume your message and make a purchase.
Some of the best eCommerce sites optimize all of their pages for search engine results. It allows searchers to find exactly what they want and provides enough content for them to make a purchase.
So how can you attract these searchers to your site?
Focus on non-branded, long-tail keywords
Although it’s a good idea to optimize your pages for branded words, most shoppers search for non-branded, long-tail keywords in order to get the most relevant results. While it’s easier to place higher for branded searches, you’ll get the best results if you can win the non-branded searches. This means you’ll need to optimize your category, subcategory, facet, product and article pages.
In order to optimize these sections, you need to ensure your site has elements that meets the searchers’ needs and desires on each page.
Show them where they are
Shoppers that visit your site through other channels likely start at your home page then click on a category that interest them. They already know where they are in their journey. Those who arrive on your site via search don’t have that luxury. They’re immediately thrust onto your page with no idea where to go. In order to orient them, make sure each page has a visible heading so they know where they are. Something as simple as this can help boost confidence and reduce bounce rates.
Give them options
Once someone lands on one of your pages, you need to provide other navigation options so they can freely move around your site. Clear navigation buttons will go a long way as will an obvious search bar. To keep them browsing even further, you can offer product recommendations based on their landing page.
Also, don’t make the mistake of not linking product pages to your blog posts or informational articles. More often than not, these are high value pages and can bring in a lot of traffic. However, if you’re not directing this traffic to your eCommerce site, then you’ll be losing out on a lot of customers. Even if you don’t mention a particular item, if you picture it, make sure to link to the product page for better conversion.
Make the next steps obvious
If a visitor has no idea how to make a purchase, they’ll navigate away from your site. You need to make the next step in their journey obvious. For product or category pages, the next step is the ability to make a purchase. Make sure it’s easy for them not only to add items to a cart, but to then checkout as well.
Of course not all your pages will lead to a transaction. Some might push consumers to use online support or find a brick-and-mortar store. Wherever visitors land, you need to make sure they can easily reach the desired outcome. This means your call-to-action buttons need to be above the fold and eye catching.
At the end of the day, your job is to make it as easy as possible for searchers to complete an action that meets their and your needs. One of the best ways to see how well your pages do is to put yourself in their place. Search for a keyword for your site and see how easy it is to orient yourself and navigate. If you find yourself second-guessing some steps or getting lost, then you probably need to make some changes. After all, after eight seconds, the majority of visitors leave. While optimizing all of your pages might take some time, you’ll ultimately see the ROI in conversion rates.
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