There are many aspects of an eCommerce website that can be detrimental to your business if they are overlooked.
Often, business owners do not take enough time to put in the behind the scenes work that makes a brand successful.
Read more to better understand 7 critical SEO errors of eCommerce websites so you can avoid making the same mistakes.
1. Assuming Your Customer
Often when launching a business, individuals are very prideful of the brand they have created.
They believe that they know exactly who wants their product and how to sell it to them.
However, often this is not the case.
You must take time to really understand your target market, otherwise known as market research.
Researching your customer is extra important for eCommerce because within this research lies the key points in which you will market your product.
You may also discover that your target market is broader than you expected.
Maybe you are selling children’s shoes and decide to direct your message to mothers.
If you do your research, you may find that fathers are often very enthusiastic about their child’s footwear.
Without taking the time to do some digging and figure that out, you could potentially miss out on a huge market.
In addition to understanding who you are directing your message to, understanding your customer allows you to gain some insight into how they are looking for your product.
When you begin to understand the unique problems your product can solve and the exact language a potential customer is using when expressing this need, you can tailor the wording on your website to fit their profile.
The wording of your message is essential when it comes to the Google algorithm.
When someone enters a question into the search bar, Google then tries to figure out what exactly the user is looking for.
With the introduction of texting and shorthand communication, people’s input is often not in proper English.
Because of this, the algorithm then has to try and decipher the user’s request.
Understanding the language your potential customers are using gives you the upper hand to reach them before the algorithm can precisely identify their need, thus putting you in front of the competition.
Even if your page ranks amongst competitors, using vernacular that the consumer is familiar with will create an immediate sense of trust between them and your brand.
The bottom line, taking the time to do your research will go a long way.
2. Choosing The Wrong Platform
If you are just setting up your eCommerce site, take some time to consider which platform you will be using to host your eCommerce business.
If you have certain systems already in place, make sure the platform you are choosing allows for the integration of the preexisting technology.
Let’s break that down.
If you already have a contract with a manufacturer that produces your product, make sure you can seamlessly feed sales from your website to their interface.
If you do not have this capability, you can easily fall behind on fulfillment because this process will have to be done manually.
In addition to integration, you want to make sure that the platform you choose is optimal for growth.
Will it crash if there is an influx of shoppers?
Since a transaction is involved, is there an opportunity for increased safety features so that customers feel confident buying from you?
Do your research to better understand the ins and outs of the platform.
3. Not Optimizing Content
When creating an eCommerce website, it is important to consider Search Engine Optimization (SEO).
This is the fundamental aspect of having your brand found online.
Often, SEO is overlooked when it comes to eCommerce because a major portion of correct execution is the use of keywords.
Since eCommerce websites typically are rich with products, it can be difficult to figure out how to integrate these vital keywords.
Through the creation of a blog and nifty tricks like alt-text on images, you can increase the potential of your site being seen by a potential customer.
4. Lack of Branding
In the age of aesthetics, branding can make or break an eCommerce business.
When a consumer makes a purchase, they often do so because they identify with the brand who is selling it.
A fantastic brand image can even influence buyers to purchase things they don’t actually need because the product makes them feel a certain way.
Think about the emotions you want an individual to associate with your products.
You must convey those emotions with the essence of your website.
Always make sure to be authentic, in this day and age consumers desire relatability.
They want to make sure the brand they are supporting has values that align with their own.
Through your branding, you can assure them that they are shopping with a company they can trust.
Basically, you want to create an experience for your shopper, and one that encourages them to head to the checkout.
5. Lack of Customer Service
Just because your brand is digital, doesn’t mean the experience can’t be personal.
Great customer service is a major key to success when operating an eCommerce website.
From chatbots to help consumers through the shopping process to follow up inquiries about their experience, customer service is what keeps shoppers coming back.
Make sure you are available to assist customers at all times.
If a shopper has a question and you take to long to respond, this can deter or even prevent a sale.
There are many options available to easily make around the clock availability easy for you to manage.
6. Far Fetched Attempts
Often, new business owners are eager to try something new in an effort to stand out from the competition.
However, when it comes to some aspects of eCommerce, if it’s not broke, don’t fix it.
A common attempt (that usually becomes a failed one) is new business owners attempting to revolutionize their selling platform.
Companies such as Shopify and Magento have created fantastic platforms for businesses to utilize and it is typically recommended that you take advantage of them.
Not only is creating your own platform time consuming, unless you are an expert in the field, but there are also very bad odds that your approach will surpass preexisting options.
This is also because customers are more inclined to pursue something that is easy.
Using a platform that they most likely have used before immediately makes there experience easier, which in return will help your business.
7. Lack of Mobile Optimization
With 51% of adults using their smartphone as a device to make purchases on, you want to make sure you are reaching this audience.
Make sure your website is optimized for both desktop and mobile use.
You want to ensure that everything from the layout to page loading time adds to a positive browsing experience.
When you are creating the mobile version of your website, utilize Google’s mobile-friendly test.
You also want to stress test the website with as many devices as you can.
One final step is to perform a test order on your mobile device.
You would be surprised by the number of websites that contain a glitch, therefore, preventing the submission of an order.
By taking these precautions, you can ensure that your website loads correctly and will not crash when there is a high amount of traffic.
8. Secret To Success
Feeling excited about the launch of an eCommerce website is expected.
However, don’t let the thrill of creating your brand lead to critical errors.
Make sure to take your time and review these 7 SEO errors to ensure that you prevent them when it’s time for you to create your own eCommerce business.