This month we’ve been working with Healthy Back Bag to identify areas of improvement for their website. Built with Drupal Commerce, the current site was launched in 2014 with the client wanting to identify the impact/£ contribution of certain parts of the site, general areas for improvement, pain points in the purchase process and make the case for any changes with supporting evidence.
Starting with a deep-dive through their Google Analytics account we were able to identify under performing areas and areas of opportunity to look into further. With areas of focus to hone in on, we applied visitor heat mapping, screen recordings and qualitative user data to better understand the interactions and customer journeys being taken.
The result was an actionable report, backed up with data, which highlighted the issues and provided recommendations for each section. In some cases there were fresh ideas while other parts gave validation to what had been suspected, giving the company to move forward with confidence with proposed changes.
An e-commerce website is going to struggle to be profitable long-term unless it has solid SEO underpinnings. What SEO trends should you be looking at including in your e-commerce strategy?
Some platforms benefit from excellent SEO within a few clicks. Take the Yoast SEO plugin for WordPress as an example – for free (or a small cost for the premium option) your website will be equipped with the functionality to manage content analysis, canonical links, XML sitemaps, redirects etc. Sure, you need to know what you’re doing to configure it, but the functionality is there for minimal investment, which as custom development would require a fair amount of investment.
If your website is built using a current, established platform it is likely that there is an extension or plugin to quickly enhance the technical search performance of your site.
At it’s worst e-commerce content is plagued by copy/pasted manufacturer content. A unique rewrite better. Long-form content best!
Providing full detail in long-form content, from an SEO perspective, builds up valuable long-tail keyword variations. The content perhaps becomes more conversational, in a world where voice search is on the increase. From a consumer perspective it’s important to ensure the key buying points are not buried in a wall of copy, and the page is laid out mindfully to reach customers who know what they want and those who do need that extra detail.
Blogs provide the perfect vessel for detailed content, product comparisons and insight that are beyond the scope of a product page.
Social media isn’t new but nor is it slowing as the platforms look for more ways for marketers to reach their audiences. If you can coax your users to share any part of your story – be it product news, activity, unboxings etc. you’ll be reaching a further like-minded audience via social channels leading to the possibility of link building and positive social signals. Try and encourage sharing into your purchase process – a post-purchase email could request a review or photos of their proud new purchase.
Engagement with video outperforms all other content. Google is also including video much more readily in the search results pages. From an e-commerce perspective, a specific product search will oftentimes include video among the organic results. It’s no coincidence that the companies ranking organically for their website may be doubling up their visibility with video content – they know it’s important to invest in video as part of a rounded SEO strategy.
Optimising your site, whether through a separate site or preferably a responsive design has been on the table for 5+ years. So what’s new? Last year Google gave a ranking boost to mobile friendly websites in the mobile search results, rather than churning out the same search results regardless of device. This is a good thing!
Don’t expect Google to be done with satisfying itself with a few mobile checks. Work on delivering the best mobile experience possible and ensure that your return to search metric doesn’t see your site shuffling down because you’re not delivering compared to the competition. Remove what doesn’t need to be seen, scale interface elements to make them finger friendly, ensure desktop functionality translates to mobile.
Siri, Alexa and Google Now are all taking voice inputs and attempting to match web results with your conversed query. If you’ve geared up your SEO strategy around chasing 2-3 word keyword phrases it’s time to go wide and go deep to cover your long-tail query bases, perhaps with more colloquial, conversational tone. You will see a benefit from text based search queries too.
7lb 4oz – OK so there might be a wait until this little one can start wiggling a mouse, drilling into data and providing valuable insights but we’re thrilled to welcome a new member to the team.