Ecommerce SEO is considered one of the best marketing strategies to drive more traffic to an online store. Like other forms of SEO, ecommerce SEO includes using various techniques aimed at making web pages relevant to specific keywords. These techniques include link building and creating high quality content that’s optimized for certain keywords.
Unfortunately, some ecommerce sites fail at achieving their ranking goals even with search engine optimization. The reason for this is that they approach an ecommerce SEO strategy the wrong way (or in ways that are outdated and obsolete.)
Eventually, questionable ecommerce SEO ends up doing more harm than good. Some of the instances where ecommerce SEO might harm a store’s ranking include the following.
The foundation of every ecommerce SEO campaign starts with the selection of keywords to target. In most instances, there will be a couple of main keywords as well as a number of related supporting keywords. Keyword placement and use is essential to making a page relevant to search terms. Great places to use the keywords include titles and headings, meta description and within the copy.
Although many website owners would want a page to rank high for multiple keywords, this is virtually impossible. Search engines rank a page based on how relevant it is to a particular term. Therefore, rather than have a single page target multiple keywords, it’s best to create multiple pages each targeting a particular keyword.
Over-Optimized Link Building
How many backlinks a website has contributes to how well it will rank on search engine results pages. However, there’s a catch when building links. Every link must be a quality link. Two of the main factors that determine a link’s quality include:
1. Whether the link comes from a related website
2. Whether the link comes from an authority website
In the past, getting backlinks from random sources could have improved ranking. However, the Google Penguin update ended this and sites that had numerous low quality backlinks were penalized seeing them drop in search rankings.
Focusing Too Much Effort On-site
Creating quality content is one of the most natural ecommerce SEO techniques that can help to improve rankings, reduce bounce rate and encourage sharing in social networks. If a website has a regularly updated blog, this might help improve ranking for a while. However, focusing too much on on site optimization might also harm ranking. Here’s why.
Creating good content that eventually gets shared can help earn links naturally. However, most of the traffic that comes through this link might not be targeted as is the case with social media shares. In addition, so much content is shared each day that the traffic coming from backlinks created through on site content might be minimal.
A good way to get quality backlinks which not only improve ranking but also drive targeted traffic is to create and post content in related blogs and sites. Guest posting and content marketing are a good approach. However, they should be approached with caution to ensure that the backlinks created are quality.
Every site that needs to rank higher needs SEO. However, search engine optimization for sites needs to be done right or else it might end up doing more harm than good. Every strategy applied should keep in mind how such engines work. In addition, it should focus on providing real user value rather than outsmarting search engines.
If you think your ecommerce SEO is doing more harm than good, then get a free ecommerce SEO site audit from ClickCentricSEO.com. As a reputable ecommerce SEO company, ClickCentricSEO.com provides full-service ecommerce marketing programs for all levels of e-retailers.