SEO and the Power of the Word
Just a few years ago ‘ecommerce’ was a buzzword. Today, that buzzword has redefined the way we shop – and the way we sell. Ecommerce can be a major advantage for companies; your online store is open 24 hours, seven days a week, 365 days a year, and you can sell to customers across the globe. Ecommerce can account for a major portion of business, but that doesn’t always mean that it’s easy, especially for small businesses.
Search engine optimization can be one of the biggest challenges for small businesses in ecommerce. SEO involves tailoring your ecommerce site to signal its relevance and authority to search engines. The goal of SEO is to increase the number of online customers that visit your site via a search engine. When a customer begins her search for products online, Amazon and Google are the leading places to start, followed by brand name retailers’ sites, and ecommerce marketplaces like eBay.
It is with this type of research that small businesses can be strategic with their limited resources. In order to compete with these ecommerce giants, small businesses have to be smart about SEO, and optimize their ecommerce sites on search engines. By identifying their desired customer profile a business can hone in on the words used in their SEO plans, and rank higher in searches by potential customers.
With keywords and search phrases that correspond to your company and site pages in mind, you can begin to optimize content. Remember that SEO is more than using a single key word or phrase on each page of your site; in order to be effective, your content optimization has to use those keywords in multiple specific places. Keep in mind that search engines assign the most prominence to places like the page name, title tag, and headlines. And while keyword repetition is important, it is equally important that it isn’t forced, so use these three priorities as a guide:
1. Use the exact keyword once in the body copy.
2. Maintain a natural readability.
3. Repeat the exact keyword additional times while preserving readability.
Content and Search Engine Optimization are skills that are integral to small businesses engaging in ecommerce. SEO is a source of ecommerce traffic that can be converted to sales, and if you don’t rank highly in search engines, your competitors will, so choose your words wisely!
For more information on ecommerce and SEO, check out SEO expert Jill Kocher’s SEO 101 series.