eCommerce SEO Strategies to maximise Your Product Conversion Rate in 2020
eCommerce SEO Strategies to maximise Your Product Conversion Rate
eCommerce SEO Strategies to maximise Your Product Conversion Rate
In the midst of a worldwide pandemic, businesses need all the assistance they will get. If you haven’t considered eCommerce SEO, now’s the simplest time—especially if you’ve seen drops in online sales or web traffic.
You’ve probably heard about SEO (search engine optimization) generally and the way it’s become the most driver of web traffic to—and even conversions in—eCommerce websites. Google’s search algorithm has become so sophisticated that it’s now ready to recognize customer intent and therefore the topics of the pages on your website. For eCommerce, this is important because this will help increase your visibility when users search for products you sell.
eCommerce SEO can help you better understand your customers by getting insight on what they search for online and how they do it. Below are a few key strategies you can integrate into your overall marketing strategy to help your business gain more visibility, web traffic, and eventually more conversions and customers.
Product Keyword Research
Product sellers on Amazon have been pointing out the need to optimize for the Amazon buy box—and with good reason. Essentially, Amazon is a search engine in its own right despite having a simpler algorithm than those of Google and Bing, and it’s a search engine you need to understand if you want to increase your product conversion rate.
In the same way, you want your website indexed by Google, you should have your product listing indexed for a keyword in Amazon. Below are some useful tips in doing Amazon keyword research.
Determine the relevant keywords.Make a list of all the keywords relevant to your product and ensure that you use these in your product listing copy. This will help your products appear in the search results when online shoppers search for the corresponding keywords.
Put yourself in your customer’s shoes.Spend some time thinking about the questions that your target market would ask. A bit of social listening will also help; check out Facebook posts, Reddit, Twitter, Quora, and Instagram, to name a few.
Make use of related keywords.Using related keywords helps you leverage the related items feature on Amazon and other eCommerce sites. Include these keywords discreetly in your listing so it will appear in search results or as a related item when people search using the related terms.
Determining Product Sentiment for Keywords
Predicting human behavior can be very challenging, and you can’t rely on a few words or phrases to determine how people feel or what people think about a certain product or service. Fortunately, there’s an automated, scientific process for this; sentiment analysis or “opinion mining” helps in predicting customer behavior by analyzing text and interpreting the sentiment behind it. In a way, sentiment analysis transforms opinions into actionable insights.
Customers will have opinions on a lot of different things, and the objective of sentiment analysis is to take and interpret the opinions that matter to your bottom line. The way sentiment analysis works is it considers the components and attributes of a certain object and decomposes them hierarchically based on a part-of relationship. In simpler terms, sentiment analysis breaks down customer opinions into its basic form and transforms them into something quantifiable and actionable.
Below are a few tips on how to “mine opinions” and analyze customer sentiment about your product or brand.
Sentiment analysis for product keywordsThrough sentiment analysis, you can learn the opinions of customers and prospects through the words they use online. It can help not only in determining sentiment and temporal trends, but also in estimating the polarity of the text as positive, negative, or neutral.
Choosing positive sentimentA rule-based approach is often insufficient to truly determine the polarity of text because it fails to consider the context in its interpretation. This is where machine learning comes in; through it, you can train your system to evaluate context instead of just relying on lexicons. It will detect how words are combined in a sequence and the most common patterns to have a deeper understanding of what a customer is saying.
Improving negative sentimentNot all feedback will be positive, so it’s best to have a plan to address the negative ones. Social media has become a popular platform for customers to air out grievances, and this is where you should “meet” them. Address negative comments and feedback publicly so people will see that you care about customers and how they feel about you and your products or service.
User-generated Content For Product Descriptions
User-generated content (UGC) can be anything from product reviews, infographics, blog posts—any content created by a customer, social follower, or visitor to your website. It’s one of the best tools you can use to promote your brand and improve customer engagement, and here’s the good news: Google doesn’t differentiate between main content and UGC. Below are a few approaches you can try.
Promote brand awareness using UGCBrand awareness usually begins through Google search, social networks, or customer review sites. The lifeblood of these channels is user-generated content, and this is where the connection between UGC and SEO comes into play.
Drive engagement through UGCAfter getting the attention or interest of your prospects, it’s time to engage with them by creating content that resonates with them and their current sentiments. UGC is quite powerful in this regard because it shifts the focus to actual users and customers.
Use UGC to get more leadsOnce you have engaged customers, it’s time to move them to the conversion stage where there’s potential to also transform loyal customers into brand ambassadors. Peer reviews are a great tool in enhancing your brand image and promoting a product or service.
Set up a dedicated page for user reviewsOnce you have loyal customers and brand ambassadors, you’ll need a repository of all the UGC they’ll generate. Having a dedicated page on your website or a Facebook page for your brand will help both those who are looking for a place to express their opinions and those looking for some. A dedicated page increases the chances of these people coming together and becoming your loyal followers.
Businesses are currently employing alternative strategies—some of which they haven’t tried before—to face a new reality brought about by the crisis. If you have an eCommerce site for your business, as you should, eCommerce SEO can help boost conversions in these uncertain times.