Whether your client is new to online sales or is an e‑commerce veteran, the quality of their SEO strategy is equally important. If new and existing customers don’t see your client’s website on the first page of their search results, the website may as well not exist in many consumers’ opinions. Maria Kalyadina offers some advice in a recent SEMrush blog post about how to achieve your client’s SEO goals.
Perfecting Your Client’s SEO Strategy
Based on your keywords, search engines will know that your client’s website is relevant to a consumer’s search. But will the consumer? That’s where title tags and meta descriptions come into the SEO strategy.
- Title Tags: These are the page titles of your client’s site (the parts that show up in blue on a search results page). Title tags, “have considerable SEO potential due to their huge impact on a page's CTR, as they inform people and search engines what the page is about,” says Kalyadina. To optimize these titles, keep them between 55 and 60 characters long and make sure top keywords are included. Also, don’t put your client’s company’s name first. Feature what the company has to offer since that’s what consumers care about. Then put the company name last, if at all.
- Meta Descriptions: This is the content that is posted underneath the title tags. Meta descriptions offer slightly more in-depth information about what the site has to offer since they average around 150 characters. To optimize meta descriptions, Kalyadina says to, “Explain exactly why a shopper should choose your site. Featuring perks (free shipping, save X% on.. buy-one-get-one) is one of the ways you can grab a visitor's attention.” But remember that you have a limited amount of characters, so be concise.
Think about the last few times you searched for a business or specific product. You probably ended such search with, “Near me,” right? You may think that this isn’t as important since fewer consumers are going into physical shops because of COVID-19. However, the virus has actually caused more consumers to care about supporting their local communities, especially small businesses. So, don’t leave localization out of your client’s SEO strategy. The primary way Kalyadina recommends accomplishing this is by creating a Google My Business Listing for your client. Having one of these listings offers consumers more information on your client’s business before they even visit the website. The business’ contact information, location, hour of operation, overall review and product examples are available to searchers right off the bat. This can have a significant impact on consumers’ motivation to visit the company’s website.
If your client isn’t sure how their SEO strategy is holding up in comparison to their competitors’, run a Digital Audit on their locations. This report will give insight into the condition of their digital advertising efforts, including top keywords and SEO alignment.
“Optimizing eCommerce sites can yield an ongoing, free source of high-converting organic traffic to your site,” says Kalyadina. “This means less reliance on advertisement spending, a plus for any online business.”