Reports indicate that online spending is set to continue over the next few years. According to Statista, global retail e-commerce revenues are predicted to grow to 4.88 trillion US dollars in 2021, which is almost double the figures from 2017 (2.3 trillion US dollars). Source
In other words, online marketing is a juggernaut that is showing no signs of slowing over the next half decade.
Growth of e-commerce
One study published by International Data Corporation in 2019 predicted worldwide spending on ‘The Internet of Things’ (connected devices) would reach $745 billion in 2019, which makes for a huge number of additional opportunities to reach prospects beyond the original traditional desktop device.
This indicates, the growth of mobile shopping together with the dawn of digital wearables will enhance communication and online interaction in ways that have not been possible before.
Executive research firm, Transearch has published a report showing a trend with leading firms ramping up their digital marketing department. Not only are corporations increasing spend on online marketing, they are also recruiting on-site specialists.
A report assessing Digital Marketing Spending published by Gartner Survey found that companies are planning to increase spend on SEO and social media by an average of 17%.
So why are big corporations moving away from traditional advertising methods to put more focus into online marketing?
Filling the gaps in online marketing
Technology is driving marketing innovation. The seemingly endless number of opportunities for brands and institutions to communicate messages is becoming richer and more entertaining.
And all these advancements in technology have the potential to benefit people in their everyday. We already have connected cars, thermostats and lightbulbs that provide critical information…
…how can your brand tap into new markets that are being created by new technologies?
And let’s not forget purpose-built platforms, apps and various communication channels. With all these tools at your disposal, all you need is creative thinking to make the best use of them to improve your online business.
Digital is more cost-effective than TV advertising
Television has been the leading platform for advertisers for well over half a century, but the outrageously high costs often pose a barrier. The digital arena gives marketers more scope to build reach and connect with customers.
Mondelēz International that looks after several well-known brands including Oreo, plan to increase digital spending by 50% this year, and although they still plan to make visual ads, their priority platform will be video sharing sites rather than TV.
Drives new revenue
Bringing marketing campaigns across to the online arena provides leverage to attract new customers. US firm Snagajob generated $8200 from their first digital marketing campaign in 2014 and the second stab attracted $36,000 of bookings in a single quarter.
The mindset of consumers is changing even if their psychology is not. Modern day customers expect good customer service and that means before, during and after the transaction.
Digital marketing, particularly mobile, allows companies to personalise marketing campaigns towards specific individuals. Through the use of apps, SMS and email you can follow your customers purchase path and offer a helping hand on the way.
Technology therefore not only allows you to provide a better service but also to interact with your customer. With onset of augmented reality just around the corner, companies will be able to provide an interactive experience online which is virtually like reality.
The emergence of social media allows corporations to have two way conversations with customers visiting their site. You may have noticed a pop-up box with the photo of the person you are speaking with behind the screen.
This allows companies to speak directly with the customer and help them out with any questions on the spot and is a great way of influencing them to progress with a transaction.
Online marketing also gives you the ability to contact customers on their mobile devices, providing they give you authority to do so. Letting customers know that a new item is in stock gives your marketing campaign an immediate impact.
You can also buy technology that allows you to identify when customers are in the area. By sending them a private message with the promise of a discount you stand a better chance of enticing them into your shop.
The number of benefits digital marketing offers over traditional marketing is growing, and with the rapid evolution of technology enabling companies to improve marketing campaigns, the digital arena is likely to be the number one marketing platform before the end of the decade.
Undoubtedly, one of the major benefits of online marketing is it’s ease of measurement. Google Analytics and other analytics packages, if configured well (and so many are not) easily tracks conversions, add to cart goals and events, conversion funnels (and blockages), downloads, abandonment rate and more. It’s much more simple to track an online visitor to one wandering around your offline store or who sees a billboard and may, or may not walk into one of your high street outlets.
Mistakes to Avoid in Ecommerce
Ecommerce SEO mistakes have potential to be very costly. Consumer confidence is growing with online commerce platforms, and now social media sites and Google have introduced instant buy buttons for mobile users, it is easier than ever for consumers to make an impromptu online purchase.
To ensure your eCommerce site functions to optimum performance, it is important to use best SEO practices. Not only do you need to up your game in search engines, you need to earn the trust of online customers. Therefore, avoid making these common SEO ecommerce mistakes.
Google algorithms have hit a number of high-profile eCommerce sites hard over the last few years. Big names like eBay and Expedia have been under the spotlight since Google started its war on web spam, but its always easier for the big brands to recover. Sites which could be considered as candidates in search results for YMYL (Your Money or Your Life) queries have to pay particularly careful attention to ensuring they are deemed trustworthy.
Things aren’t so easy if you’re a smaller online retailer and you get hit by a search algorithm that drastically effects your profits. Sadly, eCommerce remains a vulnerable space for future algorithm updates and if you own one of these online stores there are a number of areas you want to steer clear of.
Avoid very little content / thin content on product pages
One of the most annoying things for online shoppers is to follow a link to a product page they are interested in, only to find there is little or no information about the product. This is a cue to look elsewhere.
One of the biggest reasons why eCommerce companies lose customers to competitors is because they fail to include useful or engaging product descriptions on their site. Worse still, some ecommerce suppliers simply copy manufacturers descriptions leaving little unique content that Google can’t find elsewhere already.
Whilst there isn’t really a minimum on how many words are the right amount for product descriptions, the most important thing is to think about what information people are looking for when searching for your product and what type of questions they might have about that product. Answer the questions and provide useful information to meet humans’ queries about a product and you can’t go far wrong.
There is also the issue that you may end up with ‘too similar content’, with little between one page on your site and the next. Whilst Google might not filter these as duplicates, you will likely find that the page which ranks for a keyword or search term changes a lot because Google can’t quite work out which to give the authority to. You’re diluting your efforts with common ecommerce SEO mistakes like this.
However, it should be noted that adding unique product descriptions alone will not automatically mean your product pages rank highly in Google’s search engine. You’ll need to add additional value to do that.
One of the worst crimes you can commit on any website is thin content and your product and listing pages is a sure-fire way to get busted. Users and Google alike want quality content on every page so don’t settle for thin product descriptions and lashings of whitespace.
Near-duplicate and duplicate content
The other big problem you have is duplicate content – especially when filter combinations yield zero results. Different URLs in this situation point to the same thing (nothing) and Google may interpret this as duplicate content or near-duplicate content. So use the rel=canonical meta tag to tell Google which page to prioritise but ensure these are supersets of the pages you’re canonicalising from (i.e. is the content you’re referring from also included in the page you’re referring to. Either that, or they ned to be pretty much duplicative.
Inconsistent internal links
Your homepage should have the highest page authority on your website – so use to link to your product pages. Have special offers and featured products that link to specific pages and don’t use images for text. Avoid using forms for searching product types if you can – links are always better. But if you can’t avoid it, make sure you use a GET form (not POST) which creates indexable URLs.
A weak link profile
Link building is a different games these days, but something you need to do if you want to make a presence on search results. The simple rule is don’t scheme, buy or set up any shady deals that involve swapping links. Keep it genuine and things will happen slowly – so be patient and see it through. Produce and amplify engaging and genuinely useful content, build relationships with advocates, co-create with your audience and keep a regular social presence. Bring out your key players to put a human face behind an otherwise dull brand and nurture conversation online. Take a digital PR approach which isn’t too contrived and share your stories.
No strategy for compelling content
If you sell products you have plenty of useful content you can offer up your target audience. Product reviews, tutorials, ‘best of’ articles that appeal to the people who may be interested in your products. One of the most powerful types of content is that which is created with advocates and members of your own audience. Co-creation occurs when you invite users to share their content about your brand, host their content or collaboratively work with audience members to create something valuable. Since your involved advocates have a vested interest in sharing the content which they also had a hand in creating you’ll find this type of content has a great reach. You might even get some links along the way too without even trying.
If you have a lot of products there are two big problems from an SEO perspective. First you end up with a lot of pages and use pagination to make them navigable – but this can cause your product pages to drop results. Use the rel=next and rel=prev meta tags to show Google these pages need indexing as normal.
Getting the basics of web design, information architecture and site structure wrong
You could call this a deadly sin for just about any website, but when eCommerce sites are so vulnerable to Google algorithms, you can’t afford to get the basics wrong. You need to get things like page titles, headings, anchor text and URL structure spot on if you don’t want to put yourself at even more of a disadvantage.
No alt tag in images
Images are vitally important when it comes to attracting clicks, and you can optimise the performance of pics by updating the alt tags field in your CMS media uploader.
Alt tags inform search engines crawlers what is in an image thus for an eCommerce site is another nugget of effective SEO that can be used towards the searchability of the page against keywords from image search in particular. Alt and title tags also form part of the overall ‘search engine view’ on a page so add context to further understand what the page is about for search engines.
Alt tags are also really, really important for accessibility so that those who are partially sighted or blind can understand what an image contains. Ensure your alt tag explains well what the image is with a good description.
Failure to include engaging content ‘hubs’
Hub content is arguably one of the drivers behind the SEO wheel of online visibility. Posting regular articles in an organised and structured manner to meet the needs of your target audience at the various stages of the buying cycle attracts customers and gives you a platform to up-sell your products, services and brands, not to mention providing opportunities for improving your internal linking and relevance to a particular topic overall.
Be careful about how you organise this content though. Piling everything into an unwieldy disorganised blog can mean that you can distort the relevance of your overall site structures. Having a strong and well organised information architecture within your site not only helps humans easily find things but search engines too. Using a framework approach of ‘Help, Hub, Hero’ content organisation helps with this. Think of your website as a library and make sure the sections are well signposted and the pages are all in the topics that they should be.
Hub content is also an excellent way to build a regular visiting audience too and might even earn you some links from other webmasters who appreciate the content and knowledge you are passing on to them. With some thought about what types of hub-content your audience is looking to engage with you can overcome these all too common eCommerce SEO mistakes around hub-content.
Slow load times
Not Being Mobile Friendly Or Cross-Browser Friendly
If your site is not mobile friendly you will face an increasingly uphill struggle to convert traffic and even receive visitors from search engines. Particularly given Google’s mobile-friendly algorithm update which first surfaced in April 2015. The mobile-friendly update has been ‘dialled up’ a couple of times since, so it is safe to say that all sites should be considering a move to mobile friendliness.
It’s not good enough though to simply pass a mobile friendly test. Your site should also provide an engaging experience across all devices, not just tick a box. If the experience is terrible, despite passing the test your users will simply abandon the site. Check your bounce rates across different devices to check this in the first instance. Also consider taking a look at how your site renders on different mobile, tablet and desktop devices using tools like Mobile Test Me or Screenfly. Check cross-browser rendering using tools like Browser Shots to get a feel for how your site is rendering across different browsers too.
You may think the way a url is structured is the least of your SEO worries, but because of the amount of spam thrown around on the web, consumers are becoming suspicious about unsightly url extensions – you know the ones that look something like this:
Neatly titled url pages not only look more professional and trustworthy, but are a good reference point for end-users and crawlers so it is worth updating the permalinks in your CMS whenever you load a new page. They’re also more easy for visitors coming from search engine results to identify where the links lead.
However, it is worth mentioning that rewriting URLs on large ecommerce sites can mean that you end up with many redirections and the benefits achieved may not be worth it if there are negative impacts on other areas. It really is a case of looking at where the efforts of your campaign is best spent when fixing eCommerce SEO mistakes.
Be careful about just rewriting URLs for the sake of SEO.
Some of the most successful ecommerce websites still use dirty URLs on their site and the amount of cruft which can occur as you redirect rewritten URLs to friendly structures can cause more problems than the benefits gained.
Not adding value for website visitors
One of the biggest mistakes ecommerce sites make is presuming simply by adding unique product descriptions they’ll automatically rank for product pages. This is a mistake because on many occasions the other suppliers of the same products have also rewritten manufacturer product descriptions too. You’ll all saying the same thing but in slightly different ways.
Don’t let common ecommerce SEO mistakes hold you back
Given the amount of competition that eCommerce websites face online, it makes sense to ensure that your website performs as well as possible.
And just by making the odd tweak to your website’s SEO can make a huge difference. If you feel that you are not covering all the bases with your current strategy or think that e-commerce SEO mistakes are being missed contact us for a free initial SEO analysis so that we can provide some food for thought and guidance.
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