Ecommerce: search engine optimization or aesthetics?

Nowadays, the modern world of ecommerce search engine optimization has become the backbone for running practically any drop-shipping online business of global scale. To succeed in this doing, and make your commercial project operate correctly you will need the right understanding and substantial experience in both fields - ecommerce and search engine optimization, too vast and complex to be handled by inexperienced or unskilled novice online entrepreneurs. 

As for me, I wasn’t lucky to manage it all at once. In fact, it took me over eight years of hard management works to handle several enterprise-scale websites based on different online frameworks for ecommerce and search engine optimization techniques. And I used to deal with merely everything you can imagine - starting with a wide variety of foodstuff supplies, to hi-tech industrial equipment.

Understanding the problem

The first and probably the most important thing I got to know is that the lion’s share of all related online business projects usually suffers from quite comparable and even similar issues of the search engine optimization. I mean that regardless of their target audience or chosen market niche, the maximum exposure on the Internet, which drives more quality organic traffic, finally resulting in higher revenue flow - they all depend on how well their ecommerce search engine optimization strategy is handled either by their project manager, or by the business owner on his own.  

Having no particular focus on SEO...

Before anything else, let’s face it - most of the related projects are usually impacted by entirely wrong decision-making for their post-start-up development. I mean that too often business stakeholders are driving their online businesses mainly towards a better user experience and overall browsing aesthetics, rather than moving on the right track to proper ecommerce search engine optimization.

...means becoming a looser once and for all

Let’s imagine a very typical case, when a new brand name takes entirely wrong focus on shaping more attractive and functional environment solely, with no particular emphasis set on the search engine optimization (SEO). That way, the entire business run will become disadvantageous from the very beginning, i.e., ignoring the opportunities to engage more potential customers directly from organic channels, which will be developed into a stable flow of real buyers in the long run. But here comes a piece of good news - no need to feel disappointed, even if you are fresh here or still don’t feel sufficiently confident on the subject of ecommerce search engine optimization. Below I’m going to list some use-proven recommendation evolved from my own practical experience and, of course, based on my past missteps. I hope that the following brief tips will help you build a purely successful business project based on one of those modern ecommerce frameworks, still becoming more and more popular for now.

Work on unique product descriptions

First of all, given that nearly all new brands are commonly managed by the right people with the expert knowledge of their products or services. Nevertheless, these internal specialists are usually feeling the lack of understanding on the concept of ecommerce search engine optimization and how it works. That way, their product descriptions often prove to be shallow, or might as well be pulled directly from the producer. As a result, they are far from being unique, informative or somehow engaging - such descriptions will never give a high product ranking seen in the primary organic search listings.

That’s why you are recommended to work well on your product descriptions to make them “speak” to the target audience, matching common search requests for the keywords and key phrases, and representing the items for sale in the most complete and eye-catching way at the same time. Regardless of the products or services you are dealing with, have your descriptions shaped within 150 to 300 words to meet the central semantic concept in the ecommerce search engine optimization. If done right, your product descriptions would serve well for engaging more qualified consumers directly from organic search results.

Keep posting product reviews

Having each item offered by your brand embedded with a supportive review is a great way to boost the relevancy of your product pages. In fact, the more popular item you are offering for sale, the more reviews and informative guidelines it must have to drive more significant conversions after all. Posting your product reviews, never use any everyday marketing materials, be creative to give more quality info based on live user experience and valuable personal recommendations. Always do your best to engage more reviews and testimonials. Doing so, your products will have more value and stronger authority from the viewpoint of the ecommerce search engine optimization, to finally drive even greater conversions.

Never abuse with the keywords

I mean that you should never go too far with saturating your product page content with the keywords, just as much as possible. Forget this idea, it will never do. In fact, you can’t attract more organic visitors or improve the authority of your main keywords - just by stuffing your product descriptions with the masses of keywords and key phrases. Instead of that, you should keep working on entirely relevant and intelligent content that would give more value to your customers, meeting the primary requirements of the ecommerce search engine optimization at the same time.

In conclusion, do some purely SEO-oriented stuff

I mean here that you should complete your image texts, optimize the URLs, as well as create unique titles and adaptive sitemap. First of all, let the search engines understand your visual content by having every image hosted on your product pages embedded with alt texts that give a clear description, backed by a keyword and providing a mention to your brand’s name. 

Secondly, create purely unique titles supported with only proper title tags. Make sure you’ve got no duplicates or plagiarism here. Next, reshape your meaningless URLs into more informative ones, including the actual names of the product and its category. At last, doing the right ecommerce search engine optimization will need you to make sure your everyday works and updates are fully recognized and well-indexed by the crawlers. So, don’t forget to create an adaptive sitemap. Or you might as well apply for some popular Content Management Systems with different automated sitemap solutions, which are commonly used by the leading commercial frameworks online.