For those managing search engine optimization for e-commerce websites, contributor Jayson DeMers has some advice for what to focus on to stay ahead of the competition.
Few types of online business can benefit from SEO more than e-commerce websites that allow for direct consumer transactions. Not only can you secure more web traffic (and a larger stream of revenue), you can also optimize specific product pages to funnel traffic to your most profitable or popular pages.
But SEO (and e-commerce in general) is always evolving. New technologies, new insights and new best practices emerge on a regular basis, and the best e-commerce webmasters are jumping on these changes to stay ahead of the competition.
Below, I’ve compiled a list of seven important SEO trends in the e-commerce industry you should be paying attention to:
1. Out-of-the-box SEO is better than ever
SEO technology is developing just as quickly as the search engines that have inspired them. What do I mean by “SEO technology”? I mean the third-party apps, widgets and tools webmasters can use to optimize their sites and improve results — with minimal manual input required.
In fact, some “out of the box” solutions have emerged in the template web design industry, enabling webmasters to ensure the on-site optimization of their sites in just a few steps upon launch. WordPress plugins have also been around for a while that handle a good amount of on-site SEO automatically, such as Yoast SEO.
These products and developments are tempting, and in fact useful, but currently, there’s no solution that can automatically perform every on-site function. You’ll still need to customize things like your title tags, navigation, rich snippets and so on, if you want to see the best possible results.
2. Long-form content is crucial
Until recently, product pages on e-commerce sites were places for short-form content: a title, a brief description, a handful of photos and a few customer reviews. However, user demand and search engine favoritism have shifted toward long-form content in almost every niche.
Longer-form content provides more detail, more long-tail and conversational phrases (which lend themselves to more relevant search queries) and more market differentiation from the increased competition that has arisen in recent years.
I strongly encourage you to develop more long-form content on your company blog, describing your products and offering insights on your company, provided your topics support that length without unnecessary fluff.
3. Sharability is key
Social media has been popular for many years, but it’s still somehow escalating in importance. In a recent survey I conducted of 357 online marketers, What Works in Online Marketing, 52 percent of respondents said they are currently seeing a positive ROI from social media marketing, while 65 percent believe it will become even more important over the course of the next five years. Most notably, 96 percent of respondents said they planned to increase their budgets or keep them the same over the next year.
More users are signing up for high-popularity standbys like Facebook, and newer, cutting-edge platforms like Instagram and SnapChat are shaping up to be major hits for younger generations.
One of the best ways to generate more visibility and more primary and secondary ranking signals (like inbound links and social signals, respectively) is to encourage more social sharing throughout the shopping and checkout process.
Have your users share your products. Have them share reviews. Have them share when they check out or when their products arrive. Keep your audience engaged with social opportunities throughout your site, and your visibility across search engines and social media channels will thrive.
4. Video content is outperforming pretty much every other kind of content
As mobile devices, WiFi availability and video sharing capabilities become more advanced and prominent, users are demanding more video content. Video content can show up as rich media in search results (if it’s hosted on YouTube) and has more potential for virality than any other type of content.
In fact, if you aren’t using video content on your product pages and in your company blog, you’re already behind the times. Video content is only going to become more popular, so get moving.
5. Mobile optimization is now absolutely critical
The basics of mobile optimization were already solidified by Google’s Mobilegeddon update, but merely meeting Google’s thresholds for mobile optimization is no longer enough to stand out in the search world.
Mobile optimization is about offering the best possible content and functionality experience to mobile users, who grow in numbers compared to desktop users by the day.
Mobile optimization is also starting to include app optimization, which Google is favoring heavily with developments like app streaming — and one day soon, e-commerce platforms may need to develop their own mobile apps just to survive in terms of visibility.
6. Voice search and digital assistants are gaining popularity and usage
Just a few years ago, digital assistants seemed like useless gimmicks that failed to recognize voices accurately and provided less-than-stellar results even when they did. Now, more people are relying on voice search, and every major tech company seems to have their own digital assistant capable of extraordinary feats, including Siri, Alexa, Cortana and Google Now.
Savvy e-commerce marketers are beginning to capitalize on this trend, offering more colloquial phrasing, more optimization for long-tail phrases and more “rich answers” that digital assistants can provide directly.
7. Local results are becoming more prominent
Local SEO has undergone a handful of overhauls in the past few years, and it’s likely that new technologies (like wearable tech) will increase the importance of local results even further.
E-commerce companies often don’t think about a local strategy, since they operate on a national level and therefore want to target a larger national audience. However, pursuing a local strategy in addition can help e-commerce companies differentiate themselves from the competition and target a smaller, possibly more relevant niche that their competitors are deliberately trying to avoid.
There may be a clustering effect as more e-commerce companies begin to realize the benefits here, which is good motivation to get involved as early as possible.
Keep an eye on these seven trends to ensure that your campaign remains relevant and visible in the modern era. Depending on your goals and how heavy a role SEO plays in your overall business growth, the suggestions above should take a high priority in your marketing spend.
That being said, these certainly aren’t the only trends I anticipate developing for e-commerce, and it’s hard to predict exactly what’s around the corner — so keep your campaign flexible, and always be on the lookout for the next breakthrough development.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.