The other day we offered up a few spring cleaning tips to optimize your ecommerce site. We’re continuing today with some more fresh ideas related to usability and SEO!
Monitor your site search: Plenty has been written about the importance of search on your site. Statistics show that users would rather leave a site than try to re-phrase their search term to suit your site’s algorithm. Keep tabs on what searches are popular, the terms that people are using, and how often those searches result in a purchase. A ‘zero results found’ message is unacceptable today. Adding relevant keywords to your content, categories, and pages can increase your visibility online. And don’t forget that search terms will change depending on the season, location, and inventory carried.. so make sure to keep tabs on it!
Site design: Redesigning your site seems very tempting, but here’s what you need to know: don’t go for an overhaul all at once. Analyze. See what works and what doesn’t. Target specific areas. Split-test. Creating a larger or more prominent search box is a good idea, but the wireframe of your site should not be changed overnight. Run separate tests for different elements, like the layout, navigation, and design pieces to see what leads to the most conversions.
Mobile test: Since more people are going mobile, do a mobile audit at least quarterly, if not more frequently, to ensure that your site is optimized for mobile. Make sure links work, the text is readable, images scale properly, and calls-to-action are visible and actionable to users.
Better meta text: Clean, crisp, and relevant: that’s what your meta descriptions need to be. When you write descriptions that are alluring and informative, it ensures that when customers click on the link, they are taken to the correct product page, giving you more qualified leads.
Better categorization: The way you organize your pages and content has a bearing on SEO. If your site is easy to navigate with logical categories, sub-categories, and landing pages, it enhances the shopping experience. Plus, a well-organized site means Google has a better understanding of the key focus areas on your site and will reflect that in your page rank.
Better optimization for your audience: This is similar to better blogging: your content needs to be optimized for your audience. Define your market and the needs of your audience, and then incorporate terms that are relevant to them, instead of broad-based search terms. Instead of ‘movie posters’ you may want to rephrase that as ‘vintage movie posters’ or ‘classic Hollywood movie posters.’
Better use of video: Videos can boost your SEO if used correctly. Placement is important, so be sure to add them below the fold – whether it’s a tutorial, review, or business intro. It also helps if you have the entire transcript of the video is on the page – Moz does a great job of this with their Whiteboard Friday series.