Search Engine Optimization

Optimizing your eCommerce product pages for SEO success: A 2021 checklist

An optimized product page is essential for an eCommerce store, especially during the pandemic. Many products are now competing to be on page 1 in Google search and easily available for consumers who are searching for them. 

An optimized product page not only helps drive traffic but also converts the browsers into buyers. This will beat out the competition, and it will ensure the product pages are optimized. 

Here is a checklist to follow to ensure your eCommerce product page is optimized for success: 

The Dos:

1. A Keyword Strategy

Keyword research is the foundation for product page optimization. When researching one must use product-focused topics that users are actively searching for. Data from paid searches, can be used in the keywords, topic research and incorporate ad copy which will translate high click-through rates into meta descriptions.

2. Titles & Meta Descriptions

Title tags and meta descriptions are very important in product page optimization and it should include: 

  • The product brand 
  • Name of the product.
  • Model number.
  • And other important information

3. Product Pages with Structured Data

Collating the correct structure for data can help brands show up as rich snippets. All product pages should have product and review schema, which will help in:

  • Driving more impressions and clicks
  • And Improves CTR and drives more sales

4. FAQ Content

It is a must to have high-quality content that will meet the needs of users. If users do not find the content useful, bounce rates will be high, and customers may not buy the product.

5. Unique Product writeup & Meta Descriptions

Tailored content for each item can help rank branded and non-branded keywords. Hence, these should include a unique description. This will offer the consumers information which will help click on the listing and drive more traffic and sales.

6. Real Testimonials & Customer Reviews

Sharing genuine testimonials from customers who have tried your product will help purchase decisions and reflect well. It was also seen that product pages with customer reviews convert 58% more visitors than their review-free counterparts. Reviews help build trust while also providing fresh, unique content. 

7. Test the Landing Pages

Using tools like Optimizely and Google Optimize will help test the variations within product pages, which will help you figure out the ideal configuration. Changing the location of the call to action, etc, will help drive more conversions. Testing various page layout options and choosing the most impactful one is vital.

8. Quality Video & Imagery

High-quality images and videos can bridge that gap between the physical store and the virtual one. It provides end-users with the information they need to make confident purchases.

9. Minimize Load Times

Products need to be optimized for mobile. Fast-loading web pages will help get the content to the target audience faster and provide a better user experience. This also helps in increasing sales, revenue, and pages per session while decreasing bounce rates.

10. Audit the Product Pages 

Auditing the pages to see which technical and content elements need to be optimized is important. Elements to look out for include:

  • Title tags and meta descriptions
  • Slow page load times
  • Broken links
  • Thin content
  • 404 pages
  • 302 redirects
  • And missing structured data

The Don’ts:

1. Product Descriptions from Manufacturer’s Website

One of the most common mistakes in optimizing product pages is the usage of manufacturer descriptions. Most of the descriptions are not compelling and not optimized for search. Taking time to write descriptions will fare better. 

2. Don’t Remove Seasonal Pages 

A product page even if it is seasonal builds up rankings, traffic, and sales over time, hence it should not be removed. Even though they might not serve a real purpose creating content again each year would be challenging. 

3. Automated Optimization is a no

Dynamically populated product pages with the name of the product as the title tag, followed by brand and nothing else, is not a best practice. It needs to include important information in the titles, to rank for targeted keywords.

4. Out of Stock Pages Should Not be Removed

Even if products go out of stock the URL needs to still be live, especially if the page has rankings and traffic. Keeping the pages live and providing links to other, relevant products will prove to be beneficial. 

5. Usage of the Wrong Type of Structured Data 

Structured data can help the site rank and get more traffic and sales. Many brands do not implement structured data, however, this data will help the site rank for its rich snippets.

6. Weak Calls to Action

Many brands do not have strong calls to action, however, the use of clean and easy CTAs are a must-have for any site. The main job of a product page is to drive revenue and sales, hence a strong CTA is important. 

7. Do not Optimize Low-Volume Keywords

It is important to think like a customer and use that data to make decisions about which keywords to use. Optimizing keywords that do not rank will decrease revenue and clicks. 

8. Opportunities for Internal Linking & Backlinks

Opportunities to link for internal links and backlinks should not be missed. If these are linked pages will rank and will result in high purchase intent, that can increase revenue and sales. These efforts will improve both visibility and performance.

9. Wrong Prices

Not having the right pricing strategy may cause unrest in consumers. Hence, by choosing competitive pricing it will generate higher revenue, increase sales as well as clicks. 

10. Don’t Forget Mobile Optimization

Mobile devices are used tremendously to shop online. Not having a mobile-friendly product page can cause users to not buy products from your site. This optimization will also help in driving traffic to the website, and increase sales.

By following these guidelines including optimizing your page titles, descriptions, body content, building up internal links, and decorating your pages with structured data, will help you rank your website and create a successful SEO strategy for 2021. 

what to do when blog traffic drops

What to do if your blog traffic suddenly drops

There comes a time for every marketer or site owner when you are faced with a sudden downside of your blog traffic. All the time, effort, and strategies that you put into creating the content, building an audience, planning the content marketing, and keeping your audience engaged, start to look like a waste. This is definitely a cause for alarm but not panic. Because this can be fixed and easily so.

Before you start, know that Google Analytics is going to be your invincible weapon for this fight.

If you are experiencing a traffic drop on your website blogs, then read on to know how you can take care of this situation in the smartest possible ways.

Study the numbers

No matter how bad they look on the analytics report, you must study them to identify where the problem lies. For example, if you read the line graph on the Blog Analytics report, you would clearly see a smooth drop, a sharp drop, or a contrasting rise and drop. Also, see the period (day or days) across which the drop took place. If you notice the graph coming back slowly after a sudden decrease, it is highly possible that there might have been a technical error on your site/page/server for that period.

Identify the sources

Depending on the kind of traffic that has dropped, you can look for a solution. Check if the source was direct, organic, paid, referral, or social. For instance, a drop in direct traffic means that your user behavior has changed and you need to up your game. If it was organic, then maybe check for a possibility of Google Penalty.

Know the users

Determine if the blog traffic is a result of new users or existing ones. For example, if new users are dropping then maybe it is an issue with your searchability. Then maybe you need to revise your keyword strategy. On the other hand, if it is existing users, then you probably need to check the site performance, speed, page errors etc. Accordingly, you also need to take a new approach to your blog content.

No matter what solution you take, always seek expert advice for the best possible results. 

Google’s Recent Algorithm update could be killing your SEO efforts.

Google is known to update its search algorithms multiple times in a year. According to a recent tweet by Google, ‘Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year. As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.

So, what does this mean for the digital marketers? What happens to your SEO efforts?

Well, some updates can work against you and some might work in your favour. However, primarily, you need to stop looking for a fix. If you talk to any digital expert, he/she will ask you to focus on two fundamental aspects of digital marketing:

  • Quality content
  • Keywords

Despite the large number of updates that Google makes to its search algorithm, the main concept of the search engine is to identify and promote original, genuine and high quality content. Keywords play a major role in ensuring that your content is ranked for the right terms and phrases. Having said this, keeping an eye on the updates is necessary to ensure that your efforts are in the right direction. While broad changes don’t affect websites a lot, focused changes done by Google could require to fine-tune your SEO strategy to ensure that you are not being left behind.

Fresh quality content should be at the top of your list if you are seeking to improve the SEO ranking of your website or blog. Remember, Google ranks pages, not websites. Keep all your webpages updated and remove all outdated and irrelevant content. Google can be your best ally provided you don’t try to outsmart the algorithm.

Let the search engine believe that your website creates quality content and has keywords that are highly relevant to the content. With Google’s focus of providing the best experience to searchers, you will almost always find yourself in a ‘sweet SEO spot’. Good Luck!

How to tie up Content marketing and SEO effort

Content is undoubtedly the cornerstone of digital marketing. A well-designed content marketing strategy take your brand far and wide and make it grow. On the other hand, there is SEO, which is needless to say, an indispensable tool that a brand needs to be visible and find their own niche in the ever erupting online landscape. The perpetual conundrum of the modern marketer, however, is whether Content Marketing and SEO can be tied together or treated individually.

A solution-driven response to this is that both of these indispensable tools of digital marketing go hand-in-hand. They are never separate, but rather, interlinked to each other in their functions and objectives. SEO has its own set of requirements which can only be fulfilled by effective content marketing.

To be able to successfully connect SEO strategy of a brand and its related content marketing activities, here are a few things to take into consideration:

  • The best way to apply a SEO strategy is to drive it through well structured, quality content. Similarly, content marketing becomes successful by applying the right SEO techniques.
  • Content marketing develops the ‘content’ which SEO demands. In other words, there cannot be an SEO without content. Anything and everything that is developed for a brand- articles, keywords, social engagement, videos, blogs, etc. comprise content. And when SEO techniques are applied to them, it yields visibility to your brand across the online ecosystem.
  • When SEO demands a keyword or keywords, content marketing fulfills them by integrating them in the brand content. This whole technique and practical application of SEO forms the core of content marketing.
  • When it comes to inbound links needed for SEO, Content Marketing introduces the same in its content at the right places.
  • While SEO helps spread your brand message through powerful content, content marketing helps build an authority of the brand to improve the SEO.

The picture-perfect end objective of the SEO strategy can only be fulfilled through a robust content marketing effort. And, rather than keeping both SEO and Content Marketing in silos, marketers need to blend the key features of each to get the optimum results.

Tenovia’s Top 4 Guidelines for Writing SEO Content

There’s content and then there’s SEO content, and on the internet at least, SEO content is king because it has keywords that correspond to the search terms used in Google search.

Here are our top tips on how you can improve your page rankings with SEO writing:

  1. Always follow SEO rules

The Google spider visits your page to see if you have used a specific keyword, and if those keywords appear in:

  • Title tag – The clickable headline of your page
  • URL – Your web address
  • Image ALT text – The alternate text that would appear if your image doesn’t load
  • Meta description tag – A brief summary of the content
  • H1 tag – Tag used to define and rank your headings
  1. Write authoritative content

Google likes SEO content. Until a few years ago, keyword stuffing was all the rage. Thankfully, Google has since revised its rules and now rewards well-written content. Therefore, write well-researched articles on your subject. Write articles that are 2000 words long and covers everything that a Google searcher would want to know about a topic.

Use subtitles and section your content for easy readability so that readers linger on the page. Add surveys, stats and embeddable images that other bloggers can share and link back to your page.

  1. Use LSI keywords

LSI (Latent Semantic Indexing) keywords are words and phrases associated with a particular topic. These words show up in context to your topic and show that you’ve done your research and covered the topic well.

To get LSI keywords, search for your keyword on Google and scroll down to the bottom of the page where they’ve listed “Searches related to…”.

  1. Learn to link right

Hyperlink your content to other articles on your site as well as relevant external articles from other authoritative sites. This is especially important while citing studies and research outcomes.

Apart from these, ensure that your site has a speedy load time so that it delivers results faster on search. It also helps if your site has a responsive design so that your content appears on mobile searches too.

Remember that SEO content pays off in the long-term. Therefore focus on quality content that brings in and engages readers and establishes your authority over time. We hope these tips help you set up your page and get more traffic on your website.

 

SEO Trends to Expect in 2018

 

What is SEO?

Known as Search Engine Optimization, what it does for your website/blog is it optimizes it and improves your search engine ranking. It also improves the quality of your website/blog by making it easier to navigate and more user-friendly.

How does it work?

Any search engine (like Google) has a crawler, and this goes out and searches information about all the content they can find on the internet, it then brings it back to the search engine to build an index.That index is then fed through an algorithm that tries to match all that data with your query.

Why is it important?

If you don’t optimize your website for search engines, you risk losing potential customers to your competitors because their websites/blogs appear higher in search engine results than yours!

What are the SEO trends one can expect this year?

It is believed that SEO’s role today is more than just keywords backlinks and metadata optimization. It’s more than just content. It’s the assurance of frictionless user experience while delivering the right information at the right time—and promptly.

Some trends to look out for this year are:

Increased SERP (Search engine research page) features

The priority of any SEO Specialist is to maintain a high volume of traffic, and ideally, this would be the result of reaching the top spot on a search engine results page.However, today, achieving this #1 ranking may no longer be enough to get the desired traffic.

While keyword and keyphrase optimization are still important, there are other offsite elements to consider, like AdWords, news block, featured snippets, local packs, reviews, tweets, video, image pack, shopping results and site links just to name a few. There are also tools like Rank tracker, that can help you keep track of your ranking and also show you possible keywords that are holding back potential traffic.

Expanding the Knowledge Panel

Google has announced three new search updates around featured snippets, knowledge panel information and suggestions for related topics. According to a post on Google’s The Keyword blog, a selection of featured snippets will now include more images and related search suggestions within the box displaying the featured snippet content. It is also expanding the information displayed in the Knowledge Panel to include related content.

Increased use of voice search and featured snippets.

Did you know one in five mobile search queries currently comes from voice search? As voice search grows, we can expect to see an increase in featured snippets too. In fact, a recent study shows that featured snippets are on the rise, appearing for roughly 30 percent of the 1.4 million queries. If this trend continues, featured snippets may even begin to rival the top organic listing as the place to be if you want to get noticed.

Mobile first index

With the rise of voice search, over half of Google searches coming from mobile devices, the impending mobile-first index, and mobile-friendliness being a ranking factor, you just can’t afford to ignore mobile SEO anymore.

Machine learning and AI

It’s now been over two years since we were first introduced to RankBrain, Google’s machine-learning AI system which helps to process its search results. Since its introduction, it’s gone from handling 15 percent of search queries to all of them.As Google continues to embrace AI and incorporate more of it into their search algorithms, we can expect search results to start behaving in less predictable ways.

These are the top SEO trends to look out for in 2018 – keep them in mind if you want to get the most out of your online business. Check out more informative posts on the Tenovia blog!

 

 

 

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