online shopping

Digital Marketing Advice For Online Shops

Target The Long Tail For More Visitors To Your Ecommerce Site

If you need more clicks to your site to convert into sales, then achieving a great position in search is essential. Find out how to target the best keywords.

Approximately 77% of UK Internet users make a shopping purchase online, which places our Ecommerce industry in one of the leading positions in the European marketplace.  With such stiff competition, this places significance on the need for Ecommerce sites to stand out from the crowd and attract traffic which will convert into those all-important sales.

Search engine optimisation is one of the most effective ways of gaining clicks to your website. So, it is essential that site owners are willing to invest time and potentially money into achieving an excellent digital presence within search.

Number 1 Spot Is Vital

Showing up on the first page of Google’s search results might appear impressive, but in reality, you’re not going to receive much traffic unless you’re listed in the top three spots. The first spot is estimated to gain a 36.4% click-through rate, or CTR, while there’s 12.5% for second place and a measly 9.5% for the third position.

How To Achieve The Top Spot

The key to ranking well within Google and the other search engines is to put time into conducting both keyword and competitor research. Useful tools which can help you with your keyword analysis are Google’s Adwords and Moz’s Competitive Keyword Analysis feature.

Make a note of the keywords that you would like to rank well for and then discover stats and data that relate to this phrase. You will be able to evaluate the competitiveness of this set of keywords and whether you stand a chance at ranking well for it.

As a tip, don’t attempt to go for a broad phrase, as you’ll find it impossible to compete with large corporations who may already hold the top spot for these words. For instance, if your online business sells baby clothes, like Dainty Delilah, then it would be pointless to try and target the phrase ‘baby clothing’. Instead, look through your product list and come up with keywords that relate to your specific items such as ‘custom pram cover’ or ‘baby girl knitted romper’. This is known as targeting the long-tail and is an effective SEO strategy for online businesses.

Seamless Integration

Once you have a fair idea of which keywords you could utilise to tempt site visitors away from your competitors, you need to find a way to work these words into your product pages, as well as your home page.

By updating your site regularly, you’ll be sending signals to Google that you provide fresh, relevant information that is of interest to site visitors. Include some of your keywords and phrases naturally within the body of your text, whether you’re writing a review or simply putting together some product descriptions. It is essential that you are not guilty of ‘stuffing’ keywords into your web pages. This is unattractive from a visitor perspective and Google will not be at all impressed with this SEO technique.

It is also essential that you avoid keyword cannibalisation. This is where you have multiple pages that are competing for the same set of keywords. This will confuse the search engines and can result in a lower ranking than you would be awarded if you concentrated on applying the keyword to a single page.

Be Social 

It’s amazing how many business have social media pages, but are very unsociable! As a shop owner, you need to have your face out there and be recognised. Make sure you look fantastic in all social media posts too by upgrading your wardrobe and wearing some stylish Italian accessories, which always add a stylish touch to business wear.

Look to the Professionals

The world of search engine optimisation changes continuously as new strategies unfold which help sites take advantage of Google’s latest algorithm updates. If you don’t feel that you have the time to dedicate to this ongoing task, then consult with a professional SEO firm you will be able to improve your search rankings and CTR, whilst leaving you to run your business.