Help Guides

Top Tips for e-commerce website search engine optimisation

Running an online shop isn’t easy.

Aside from driving traffic to your website, running the stock, ensuring that your back-office systems run smoothly, and keeping your customers happy - you’ve also got to make sure that your products actually appear in web searches. 

We’ve managed to create some incredible growth for companies, based on making great looking websites and optimising so they appear in search. Here’s some tips for helping get your website more visible and getting your stock flying off the shelves.

1. Tell people what they are buying.

It may seem obvious, when people are looking to buy a product, they are keen to know as much about it as possible. However, many websites don’t put the details on their product pages. You may struggle to sell red sweaters, as there will be so much competition for that phrase. But if you include that it’s a woman’s top, the sizes, what the sweater is made out of and what the design is you’re more likely to stand out from the crowd. Plus, the people who do find you are more likely to convert into a sale if they know what they are getting.

2. Don’t delete your webpages

It’s tempting when old stock has gone to just delete the webpage and set up a new one if you get more in. This is a really bad idea for your website. Every time you delete a page, and don’t redirect it to another one, you can leave your customers frustrated. Also, all the work you’ve done to get people to engage in the webpage over the time it has been up has been lost. There are different tactics to avoid deleting webpages, either by promising stock will be coming soon (if it is) or by pushing the link to relevant content. It’s important to pick the best idea for your business. We can help you implement a strategy. 

3. Don’t neglect your category pages

A product category page can be like a gateway to your products. A lot of people assume that people will always land at the homepage of their website, but category pages are great for SEO to pull in people who are looking for a broad range of products. Does your category pages have anything to say about what you sell and what you do? Frequently they tend to be just long lists of products on offer. Make sure that you optimise yours to stand out from the competition and entice people to browse around. 

4 Test what works

Don’t just rely on your gut instincts to tell you what’s best for your customers. Many content management systems, including Kentico, allow for you to test out what pages are working the best through split testing. Want to see which pictures work best, or which colour buy button generates more clicks? Use A/B split testing and then roll out your findings across the site. SEO is part of getting people to your site, but when they are there you need to everything you can to make sure they become a customer.

For help and advice on what to do to help drive your ecommerce sales and business growth, get in touch. 

Adam Draper

Adam Draper

Head of Marketing