Buyer Expertise Optimization (CXO) for On-line Shops: Three Confirmed search engine optimisation Techniques

30-second summary:

  • Once you find the right product and prices, the success of your online store essentially boils down to effective digital marketing and delivering a great customer experience.
  • For e-commerce in particular, SEO – or ranking on the first page of Google – plays a huge role in effective marketing and online branding, as it creates trust in the eyes of your target audience that paid ads cannot. And trust leads to a better customer experience.
  • Here we discuss three proven SEO tactics that will improve your search engine rankings while enhancing your brand's customer experience in ways that go beyond trust-building.

Your modern online store has many moving parts with hundreds to thousands of different product pages, numerous variations of the same page, and dynamic elements. And you know exactly how important it is for your business to rank on the first page of Google – more traffic, brand awareness, trust and sales. However, search engine optimization today is not just about including the right keywords and building backlinks to your online store, it's also about delivering a great user or customer experience (CX).

If you're working on yours SEO taking into account the customer experienceYou will build a business that not only gets top rankings and tons of organic traffic, but also converts that traffic into customers.

In this post, we take a look at three proven SEO tactics that will directly improve search visibility in your store while creating a great customer experience.

Tactic # 1: Let your business load in a flash

Page speed is one of the most important factors that can affect or affect the ranking and CX of your business. Most people these days lack the patience to wait three to five seconds for your website to load and they won't think twice before turning to a competitor.

Source: Think with Google

The speed of the site is official Google ranking factor since 2010. Therefore, optimizing the speed of your business is critical for both search ranking and CX.

Even so, the sheer number of visual and dynamic elements in your store can make this seemingly straightforward task a huge one.

The best way to optimize your website speed is to use a free tool such as GTmetrix or PageSpeed ​​Insights from Google to assess how your website is currently performing. These tools generate a list of suggestions and optimization options that you can check off one by one to get your business up and running at lightning speed.

For example, you may have large image files that need to be compressed Use an image compression tool. You may still need to enable browser caching so that returning visitors don't have to reload the entire page every time.

Insights into page speed and how they can help improve the customer experience

Likewise, it is possible that your product pages have too many unnecessary redirects or render-blocking resources that have a negative impact on the speed of your website. Use the tools above to determine the exact reasons for the sub-optimal speed, then work on improving each aspect individually.

Tactic 2: Make sure the content on all pages is clear and updated

Google wants you to have unique, high quality content on every URL of your store. However, with tons of URLs due to product variations and categories, this can become a tough nut to crack.

This is because, in addition to creating clear, keyword-optimized, and descriptive content for each product page, you also need to consider internal search results pages and product filters (such as color and size) which result in too many duplicate, low-value pages that you don't want to index.

And double content (e.g. multiple colors or sizes of the same shirt) can seriously affect your SEO.

To avoid this, choose one of the following three options:

  • Include a canonical (rel = canonical) tag in product variation pages that points to the main product page.
  • Put a "noindex" tag on the pages you don't want Google to index.
  • Block the variations in your robots.txt file.

Next, you need a plan for dealing with outdated content, such as: B. no longer available or seasonal products. You need to deal with such content in a way that doesn't lose SEO value and doesn't confuse customers.

The easiest way to do this is to use 301 redirects to point old URLs to the new ones. This way, visitors get the most up-to-date content of the product they are looking for (ensuring a consistent customer experience) while correctly redirecting the link juice from the original URL to the new page.

Tactic 3: Focus on the mobile experience

Online shopping on smartphones and tablets has become mainstream over the past decade. Today money is mobile.

look at it these numbers from the last Christmas shopping seasons:

  • On Black Friday ($ 6.2 billion online sales in 2018), almost 40% of sales on traditional brick-and-mortar shopping days were generated from a mobile device.
  • On Cyber ​​Monday ($ 9.2 billion online sales in 2019), 54% of visitors came from mobile devices, while around 33% made purchases on their mobile device, an increase of over 40% year over year.

In addition, in 2021 53.9% of total retail e-commerce is expected to be generated via the mobile phone. In other words, the chances are that the majority of your visitors will come from a smartphone or tablet rather than a desktop.

Even so, 84% of users struggled to complete mobile transactions. This means that you have a great opportunity to outperform your competitors in terms of customer experience (CX) and rankings by setting up a mobile friendly business.

By Google's mobile-first indexingThe mobile version of your shop (not the desktop!) Is the measure of how Google indexes your website and determines your rankings.

Follow these best practices for a stronger mobile experience:

  • Integrate an appealing design so that the entire content of your shop automatically adapts to the screen size. This way, you provide the same HTML and URLs regardless of the visitor's device.
  • Mobile page speed is a official ranking factorTherefore, ensure optimal speed on mobile devices by optimizing images, enabling compression, minimizing CSS and JS, avoiding redirects, improving server response times, and using browser caching.
  • Don't forget about ease of use. Make it easy to navigate your store on mobile devices too. If possible, activate the automatic filling of contact forms. Make buttons big enough to be easily clickable. After all, Google rewards great experiences, regardless of the device.

Also, avoid these common mistakes in mobile UX:

  • Blocked JavaScript and CSS files
  • Unplayable video content (due to Flash)
  • Illegible small font size
  • Overcrowded touch elements

Put simply, smartphone e-commerce is a growing trend and Google is prioritizing the mobile experience. So focus on your store's cell phone friendliness for better rankings and CX.

SEO and Customer Experience (CX) are two sides of the same coin

The modern customer won't settle for anything less than a great online shopping experience, from finding your store on the first page of search results to having a fast-loading website, updated content, and more.

Coupled with the fact that search engines like Google are now so advanced that they can reward a remarkable customer experience with rankings on the first page, you know that from a CX standpoint, you need to work on the SEO of your shop.

The three tactics outlined above will directly improve your SEO and CX. So focus on getting these right not only to improve your store's search ranking and get more organic traffic, but also to deliver an immersive shopping experience that customers keep coming back to.

Hard agrawal is the pioneering blogger behind it ShoutMeLoud, an award-winning blog with over 832,000 subscribers and one million page views per month.

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