When studying keywords, it is important to consider not only their popularity in your industry, but also the intent (query intent) of your target audience. They are related to the goals underlying the search query. To identify them, pay attention to the specific phrases and passwords that users enter in search engines.
There are four main types of keyword intents:
- Informational information. When a user wants to get information about a product. They often include “how”and “what” questions. In such cases, the search engine searches for more detailed information on the topic.
- Trade. The user is ready to buy, knows what they need, and is looking for information about where to find them.
- Geolocation. These are queries that take your current location into account to provide more relevant results.
- Navigation features. The type of queries that users enter to search for a specific site or web page.
There are several tools that you can use to determine keywords based on user intent: Google Keyword Planner, Ubersuggest, and Answer The Public. In addition, you can use tools for mass key collection such as Key Collector, Keyso, and Topvisor.
Such keys have a relatively low frequency of use, but are more convertible, since the user already knows exactly what they need.
Medium and small number keywords reflect what the potential customer is looking for and their intentions. For example, “shoes” is a very popular keyword, and “buy adidas winter sneakers for men” is a keyword with a small number of queries that gives specific information about the likely next steps of the buyer.
Medium and low frequency keywords are a valuable source of traffic. They are especially useful for:
- highly competitive areas;
- increase your conversion rate;
- improve the ranking of new sites (provided that the site contains information that meets the user’s needs).
Metadata or meta tags are elements of a page’s HTML code that enable search engine optimization. After collecting the semantic core, the most important task is to fill in the metadata.
Title (Page Title) is important for ranking in search engines and attracting users. It should be informative and contain keywords.
Meta Description (description). Its content can be used by search engines to create snippets and affects click-through rates by explaining the page content to users.
Focus on important areas of your site:
- product description;
- painting;
- reviews.
Product Description
Before you start optimizing usability, ask yourself three questions::
- What elements and information on the site are most important?
- How to make them more visible?
- Can I use these elements/information in the product description??
To simplify optimization, add not only a description with keywords, but also a call to action that motivates the user to take a targeted action: call, fill out a form, add an item to the cart.
Painting
Try to keep the balance so that the user can get familiar with the product, but not overload it with descriptions.
To optimize images:
- use a photo of the appropriate size;
- add captions with alt tags;
- enter the correct keywords in the file names.
Reviews
Reviews are especially important for success in e-commerce. They help users make decisions about buying a particular product from a particular online store, build customer confidence, and improve conversion rates.
Encourage your customers to write reviews. After each purchase, you can send automatic messages requesting feedback. Also, use QR codes on the product packaging or during delivery. Offer discounts/bonuses / gifts to your customers – this will be a great incentive to express your opinion.
In e-commerce, it is important to pay attention to the UX-User Experience. A well-thought-out design makes the resource visually appealing and improves its UX.
The site should not only be pleasing to the eye, but also work well. Make sure that pop-ups do not interfere with the user’s viewing of content, as well as provide simple and clear navigation.
Buyers need to find what they’re looking for quickly and easily while staying engaged. If Google or another search engine finds that your site provides visitors with a bad experience, they can lower it from their rankings.
To improve the UX, make sure that your site:
- charges quickly;
- adapted for mobile devices;
- it has clear navigation;
- made in the same style;
- has a CTA (Call to action).
The cross-platform nature of the site allows it to work correctly on different devices and in different browsers, ensuring accessibility for a wide audience. This improves the user experience.
With a responsive design and state-of-the-art technology, cross-platform sites load faster, are easier to navigate, and retain users better, ultimately leading to increased traffic and increased customer loyalty.
A simple URL structure improves the UX of your site. It also strengthens your SEO strategy by providing search engines with more relevant data.
The URL should be easy to read and understand and as short as possible. You can include keywords that affect the page’s ranking in the search results.
Microdata allows the search engine to display more detailed information. The search robot will see and display not only the product, but also its main parameters: name, cost, manufacturer, and others.
Duplicates occur when redirection to the primary mirror is not configured. For example, if the main mirror is https://www.site.com/, redirects from http://site.com/, https://www.site.com and http://www.site. com requires /, as well as options without slashes (/).
Duplicates can occur when creating pages with get parameters, utm tags, and filters without a unique URL. For example, the original page https://site.by/catalog/koltsa/obruchalnye, and a duplicate https://site.by/catalog/koltsa/obruchalnye?utm_sourse=google.
Duplicate meta tags can also cause problems on the site:
- Confusion for search engines. Robots may not understand which version of the page to crawl, which reduces the effectiveness of SEO.
- Negative impact on ratings. Search engines can reduce the quality of pages that contain duplicate meta tags. This will reduce the visibility of your site in the search results.
Therefore, we advise you not to forget to set up redirects and block indexing of duplicates. Properly setting redirects and closing duplicates increases your site’s performance in search engines.
The ideal speed is about 1.2 seconds for the mobile version and 0.4 seconds for the network. You can check this indicator using the Cloudflare tool or Google PageSpeed Insights.
Slow site operation can be caused by the following reasons::
- too much multimedia content that the server can’t handle;
- multiple scenarios for slowing down downloads;
- large and heavy images that are not optimized for video;
- problems with the hosting provider;
- Your site is infected or under DDoS attack;
- your server has hard drives installed, not SSDs, or the server itself is configured incorrectly.
You can speed up the download time by using:
- Use Squoosh or Tinify to get fewer photos or reduce their “weight”.;
- lazy loading of third-party service scripts;
- reducing the number of redirects;
- reducing the number of requests to the server;
- deleting unused JS / CSS files;
- gzip caching and compression.
Linking (internal link) improves navigation and user experience. Internal links help search engines crawl a website more accurately, determine the structure and importance of content, and increase the time spent by users on the website and reduce the bounce rate.
Effective links contribute to a more even distribution of link juice, improve the visibility of important pages in search engines and increase their ranking.
Google Search Console is a valuable resource that search engines use to signal problems with your site. Critical or critical errors should be responded to immediately, as they negatively affect the rating.
High-quality links signal to search engines that your site is trustworthy. Backlinks also help you rank your site by keywords.
To create high-quality backlinks:
- Write guest entries.
- Use social media ads.
- Share your content on social networks.
- Publish press releases, news, and articles.
- Create infographics and share them online.
- Exchange links to “friendly” sites.
Internal redirects slow down page loading, complicate the work of search engines, increase server load, and worsen user interaction. To avoid these problems, minimize the number of redirects, avoid redirection chains, and manage redirects carefully.
A site map is an ordered representation of a resource. It shows in detail all the site pages, subcategories, products, and other content of these pages.
You can develop the site map manually or using automatic tools. Site maps use both XML and HTML. HTML maps are more useful for users. XML contains information about how the site’s content is organized. With it, Google and other search engines index it more accurately.
To create a site map, you can use:
- Google Webmaster Tools.
- Lucid Sitemap Generator.
- Powermapper.
- Screaming Frog.
Regularly publishing high-quality, engaging content helps you increase organic traffic, gain customer trust, increase website rankings, and build a reputation as an expert in your niche.
You can publish many different types of content on your website, including:
- articles-instructions;
- publications containing answers to frequently asked questions;
- product launch news;
- glossaries;
- custom content;
- video reviews;
- reviews.
While social media doesn’t have a direct impact on SEO, it does increase brand awareness, allow people to learn more about your business, and increase the number of brand mentions.
Sharing interesting and useful content from a website on social media can affect SEO in the following ways::
- Increase in traffic.
- Increased visibility.
- Improve local SEO.
- Expanding the content volume.
- Increase brand awareness.
- Increase the number of backlinks.
