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Not long ago, I discussed 16 specific on-site SEO mistakes that I often see and how to correct them. Today, I want to focus on issues that specifically affect e-commerce sites. I will also address on-site problems that are more about strategy than technical mistakes.
Finally, to provide practical examples, I researched industry case studies to show the tangible impact these changes can have on your search traffic. Let’s explore these issues and their solutions.
1. Weak Product Descriptions (or None at All)
E-commerce sites often feature a large number of products, leading to short, automated descriptions from manufacturers. This poses several SEO challenges:
- Short descriptions offer minimal content for search engines, an issue since longer content tends to perform better.
- Automated descriptions using templates may create duplicate content problems.
- Manufacturer-provided descriptions are likely replicated across many sites, offering nothing unique for search engines.
It’s not necessary to manually update every product description. Focusing on revamping a few high-value product pages with conversion-focused copy can significantly impact the entire site.
An Australian retailer, Toy Universe, increased its search traffic by 116% in four months, doubling its sales. Enhancements to product descriptions played a significant role in this success.
The Motor Bookstore is another example. Following Google’s Panda update, the site experienced a 38.5% drop in organic search traffic. Duplicate product descriptions from publishers were identical to those on other sites, causing issues. Addressing duplicate content and incorporating user-generated content like reviews can help by introducing new, unique material.
2. Not Including User Reviews
User reviews help reduce duplicate content and potentially impact search results positively. An analysis showed that sites adding user reviews saw a 30% increase in organic Google page views over nine months.
Despite concerns about negative feedback, reviews often boost conversion rates. Diverse product ratings, rather than just five-star reviews, tend to enhance conversions. Embrace user reviews for a likely positive impact.
3. No Unbranded Keyword Optimization
Many e-commerce pages are not developed with SEO and often focus only on brand names. While this is important, most consumers search using more generic phrases. Incorporating popular, non-branded keywords is crucial.
White Hat Holsters saw a 100% increase in sales and a 400% increase in traffic by optimizing for relevant keywords identified through research and analysis.
4. Focusing Too Heavily on Transactional Keywords
Overemphasizing competitive "money" keywords can be counterproductive. Instead, targeting informational content can improve site reputation and attract less competitive keyword traffic.
One strategy, called the "double jeopardy technique," can result in massive traffic increases. It involves focusing on informational keywords and ensuring that pages are updated to provide valuable content answering consumer questions.
5. Poorly Planned Site Redesigns
Poorly planned redesigns can severely damage traffic. For example, a retailer saw a 75% drop in organic traffic post-redesign. Critical issues included deleted key pages, new URL structures, and duplicate content.
Involving SEO professionals in redesigns can prevent such setbacks and lay the groundwork for growth.
6. Poor Migration Between E-commerce Platforms
Transitioning platforms can hurt rankings if not managed carefully. One example showed a 37% drop in traffic following a platform switch due to unresolved technical SEO issues. Rectifying these problems led to doubled year-over-year revenue.
Consult SEO experts when migrating to new platforms to safeguard organic traffic.
7. Not Optimizing for Promising Keywords
Techniques like the "double jeopardy" approach help identify keywords already showing promise. Analyzing existing rankings can guide updates to optimize for fruitful keywords, as Digital Current did for Sportsman’s Warehouse, leading to significant increases in traffic and revenue.
Two methods to identify promising keywords include utilizing the Google Keyword Planner and reviewing search console rankings for potential "low-hanging fruit" keywords.
Time to Put This Information to Use!
Review your site for any of these issues, and address them to boost your search traffic.
