There is a misconception among many online merchants that just by adding thousands of products to their website, they can drive massive traffic.
Sadly, it is not the case.
Optimizing ecommerce websites is a daunting task as compared to blogs or any simple website. Once you have a large number of products on an ecommerce site, SEO becomes very difficult.
The constant shuffling of products can cause on-page and off-page SEO errors for ecommerce product pages
An ecommerce business is at a huge risk if it starts losing its search engine visibility.
Organic search is one of the vital factors to drive massive traffic to your website.
Around 60% of your website traffic comes from SEO. It means you should know about all the ecommerce SEO pitfalls.
Here are some of the SEO errors that will make you realize the importance of SEO in ecommerce and to maintain your search engine results at the top.
Changing Platform without Planning
If you are switching to a new ecommerce platform without planning then your SEO will hurt big time.
A new website doesn't need to also be SEO-friendly just like your previous version of the website.
You need to consider various factors while switching platforms.
Let’s suppose if you forget to change the redirection of the URLs then it will be difficult for Google to trace new content and index your web pages.
You need to remember the following key points while changing the platform.
- Website audit of meta tags, H1, and the whole content structure of all web pages to ensure that all web pages are moved correctly to new URL destinations.
- To crawl the entire website using any SEO tool to ensure that all website pages are properly indexed.
- The implementation of the 301 redirect map includes all pages that have backlinks pointing towards them.
- Do not delete categories or make any changes to their navigational bar.
- Do not keep any “nofollow” or “noindex” tag on your website.
You should export URLs by Google search console that have received the most number of clicks.
You can also check the status of all pages, analyze their data and audit them individually.
It will help you ensure that ranking of those pages for the particular keywords does not drop down while you are moving to a new platform.
Not Using Sufficient and Unique Product Description
The common mistake that most online stores make is not adding sufficient content to their ecommerce website for products.
To rank in the top 10 searches of the web page, you must provide sufficient product descriptions. It helps Google to know what your products are all about, so it increases your chances of getting to the top.
Incomplete product descriptions do nothing good to your website. It is also important from the user’s perspective as they look for the complete information of the product.
If there is not sufficient information on the product available on your site then users will not get a clear idea about the product.
Your product's descriptions should be good enough to convince consumers to purchase the product.
It will not only build your credibility but will also play a crucial role in your SEO. You need to explain how your products can fulfill the needs of consumers efficiently and how they will resolve their issues.
You also have to pay attention to the content quality of products to channelize your SEO efforts in the right direction. And for that uniqueness is one the biggest factors.
Adding descriptions of manufacturers will take your ecommerce site nowhere in terms of SEO. These descriptions are given to different online stores and they do not even bother to change it a bit.
If you have these same descriptions then it will dent your SEO efforts big time. You may face a penalty from Google as these descriptions are not only plagiarized but also have low quality.
The content rule is simple. It has to stand out among others to create a magical impact on the ecommerce SEO of your site. If it is not unique, your site will be kicked down.
Having too many product pages means you have to create plenty of unique content, which is a big challenge. You need to define the features of each product uniquely and effectively as it will boost your SEO efforts.
You will leave yourself at a high risk of getting de-indexed from Google if you will delete your content of products, blogs, and other web content.
If you are deleting web pages then you must 301 redirect the URLs of those pages to the relevant pages to rank them for the particular key phrases.
If you are not using 301 redirects for a particular page then you may use any backlink that will be directed to that page
You can provide any page link authority by 301 redirecting it to the old URL. It will also help you rank better in Google for those keywords.
Deleting pages is not the right thing to do. Ecommerce businesses modify inventory continuously, so it creates opportunities for broken backlinks.
You can use different tools to redirect broken backlinks. It is suggested to 301 redirects back to the category if you do not have any similar product to redirect.
Not Considering Search Demand
It is essential to optimize product pages according to the search intent of users. You have to figure out what key phrases users are using to find your products.
After doing this, you have to integrate the right keywords in product descriptions and titles accordingly.
That is how you should optimize your website by focusing on the search demand and knowing what users are searching for.
Your SEO efforts will be useless if your products are not optimized according to the needs of users.
It is recommended to be more specific in your approach while optimizing your product pages. You have to target the right keywords that contain the useful information that people are searching for. For example, you should consider the traits of your product like its color or shape, and then optimize it accordingly in your content.
You should remember some key points while optimizing the content according to the search demand.
Try using model numbers in H1 headings and title tags. You should also think about optimizing your brand name as it will increase your brand awareness.
Avoid keyword stuffing as it will take your website SEO nowhere.
Remember that search intent is all about understanding what users want. If you know nothing about the user’s needs, how will you create effective SEO strategies for your product pages?
Bad User Experience
A good user experience provides users the reason to come back and visit your website again. It also helps to improve your search engine visibility, so you have to optimize the user experience.
You need to do a user experience audit of your website to analyze which areas of your website need improvement.
You can use Google Analytics to get a better idea of your website user experience. It will let you know about the bounce rate, views per page, and overall traffic of your landing pages.
If you see the traffic graph is declining continuously then your UX team should take it seriously. You should also let your web design and development team know, so they can fix all issues that are putting obstacles in your good user experience.
Improving user experience will make a positive impact on your website engagement and will help you turn more leads into sales. All efforts to optimize the user experience will pay you in the long run and help you avoid SEO errors for ecommerce sales.
Duplicate content is like a poison that can slowly kill your SEO for an ecommerce website. Any content that is duplicated is worthless in the eyes of Google.
Pages with duplicate content can get your website penalized.
Some of the ways to fix the duplicate content are:
- You should use robots.txt to block the duplicate content including the tags, archives, and categories.
- Using a canonical tag indicates the pages that need to be indexed. If your shopping cart builds new URLs for similar content, the canonical tag will let search engines know which page they should focus on.
- Add nofollow attributes to links that indicate the duplicate content areas. You have to identify every single link that should be nofollowed.
Having an ecommerce website with zero SEO results will do nothing good for your business. You need to do a thorough SEO audit of your website to pinpoint all flaws. Google wants to provide the best results to its users and any error in your ecommerce site can negate your chances of getting at the top. The SEO errors for ecommerce websites mentioned above will help you add value to your site and optimize it according to best SEO practices.