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Ecommerce digital marketing basics: Elements of a solid SEO strategy

By The Branding Agency

When reviewing the requirements necessary to achieve a top search engine ranking for your ecommerce business, it's important to understand what elements play into successful digital marketing. Site performance and the search engine optimization (SEO) of your site are essential. For obvious reasons, if your site doesn’t pull up quickly—in less than three seconds—there is little chance you’ll garner ranking on the first page of any search engine results. Making your business virtually invisible to potential customers.

So, what key elements make a site perform well? And, what makes its structure deliver content quickly—and ultimately serve the best possible user experience?

 

The following should be considered, in order to create a solid ecommerce SEO strategy.



Careful keyword implementation and optimized site performance

While the narrative for great SEO has traditionally been about keywords and backlinks, this isn’t always the case. Yes, the site keywords must match the search phrase entered by a potential visitor. But. if the site performance doesn’t meet search engine requirements—even a perfect match won’t produce a top search engine ranking. 

 

Additionally, where keywords are located within your HTML site structure have a big impact on how your site will rank. More importantly, where the keywords are located within the site HTML structure have an enormous impact on how the site is ranked. 

 

The purpose behind any great ecommerce SEO strategy is that your website be successfully found with a search phrase related to the website. For example, the goal should be to get the website in the number one slot for a basic keyword or phrase. 



Keywords vs. keyword phrases

Another important point is the "focus" of the landing page. A website domain name doesn’t need to contain the search phrase, that leaves the door open for a variety of landing pages that focus on multiple keyword phrases. 

 

Important to note here: We’re not talking about keyword terms—we’re instead referencing keyword phrases.

 

Any website needs to build a keyword "phrase" list to direct the search engines to an exact match. A very common mistake occurs when website admins build search terms, and not search phrases.

 

Let’s consider CBD ecommerce example, imagine if someone typed in the search word “CBD”—the search result would likely not return any info on CBD products. However, typing in the phrase “CBD products” would indeed deliver on that specificity.

 

As humans, we see phrases as multiple words (like "CBD products"). Clearly, we humans see these two words as part of a sentence. But, search engines, which are simply computers executing a search algorithm, instead see one long string of characters.



Placement of key content

Situating keywords and important content elements "above the fold" can be beneficial for your business’ online presence. Content found immediately onscreen, prior to visitors needing to scroll, makes for for both a sound editorial delivery and better user experience.



Understanding page performance

It's important to understand that performance of a website is a top priority, however, it's also the site "structure" that gets a website to the first page of any search engine. The number and size of images and javascripts will make a huge impact on the overall page performance, but also the "weight" of the search phrase found in the website

source code. Ultimately, for your strategy to work, your site’s pages should load in less than three seconds.  



The impact of fonts, images, and video storage on page performance

Where your fonts, images, and videos are located can greatly impact your SEO and page performance, as well. For example, although Google fonts are convenient, they also load a lot of unnecessary elements that slow a site down and contribute to the poor performance.  The solution? It is best to load fonts locally, and only those font parameters that your site absolutely requires.

 

Traditionally, images and videos can be a big problem on many sites. In the best cases, image sizes are low (which is good). But, what many business owners don’t know is that compression is key: Images should be formatted carefully and optimized to deliver the smallest image size, without sacrificing quality. (An experienced Woocommerce expert or  WordPress coder, can help you avoid common image sizing mistakes.)

 

Additionally, it is important to remember in today's modern modern website world, a website is actually three sites under one domain: A desktop, tablet, and mobile site. Each must be properly built to handle the page load for each device.



Shedding the dead weight

It can take a lot of hard hard work and cooperation to make an ecommerce website a viable resource for incoming

revenues. So, how do you know if your site is operating correctly, or if you have dead weight that should be shed? 

 

The Branding Agency can help. The good news is, that once your site is properly structured and you’ve had the proper training, your site can achieve a top ranking across all search engines.

 

Give us a call today at (704) 800-7413 to learn more about how we can help bring all these elements into focus, help boost your site search rankings dramatically, and  improve your ecommerce success.