Organic keyword results are the bread and butter of search engine optimization, although, effective methods of how to improve your keyword rankings have changed quite a bit over the last year or two. That doesn’t change the fact that ecommerce websites simply must have some good organic keyword rankings for their industry and products if they want to be competitive, make sales, and stay in business! The difference between a keyword ranked in the 11th position to the 3rd and especially the 1st position can often mean a tremendous increase in traffic to your website. Conservative estimates say about 18% of keyword traffic clicks on the 1st search result, while more aggressive estimates say closer to 36%. That traffic, of course, then becomes opportunities to create sales for your website.
Speaking of turning traffic into sales – this is a very important aspect of making your ecommerce business successful. No amount of SEO or top rankings will make you successful if you have a terrible website that is ineffective at securing sales. You obviously need products that your customers want, at competitive prices, have a simple checkout process, and ideally something to keep your customers coming back for more. That could be a customer loyalty program, great customer service, niche products, contests, promotions, and many other things. Use your imagination and think through how you can turn your existing sales into additional future sales.
So now we all know and understand that having top positions in Google is a necessity to running an effective ecommerce business, and getting there is another story. There are many schools of thought on the best way, or the most efficient way, to increase a particular website’s keyword rankings. If you ask ten SEO experts you may get ten different answers. The truth is it really depends on each specific website and its current situation. There are so many factors that contribute to keyword rankings that websites must be looked at and strategized individually. There are four main areas of focus that most SEO experts agree contribute to a website’s keyword rankings, and they are, in no particular order: on-site optimization, social media presence, external linking, and the site’s traffic results (e.g. traffic to site, click through rates, bounce rates, etc.). These four points will be discussed in more detail in a future blog.