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Many entrepreneurs and professionals of eCommerce, they think, in advance, on how complicated is the SEO for the online retailers, isn’t it? In addition, now that we’re going to talk about SEO OnPage, in this post, things can seem even more difficult. However, their definitions are far from being complicated. To begin, SEO is the set of practices used to ensure that a website and its respective pages to achieve an organic form, a better position in the rankings of rankings of the search engines.
SEO OnPage is a variation of SEO that is restricted to a series of techniques that modify the internal aspects of a site.
What I have managed to clear a little more things? In any way, to help you better understand the concept, the benefits and the techniques of on page SEO, you accompany me in this text!
What is SEO OnPage?
The SEO OnPage is, nothing more and nothing less, than the SEO’s that work on the internal factors of a site, such as page titles, title tags, meta descriptions, images, URLS, content, layout, keywords, internal links, product descriptions, and much more. That is to say, son practices that work with aspects over which you have total control to insert, modify or exclude matters in your eCommerce.
The difference of the SEO OffPage, which is responsible for the external features of the store, in this variation, you have very little control over the results produced, since it depends on particulars, compartments and links received from other people, brands, and sites. Something foreign to you, as the administrator of the site.
The main objective of SEO OnPage, is to increase the chances that Google and other search engines match your pages to the right searches, that is to say, by the keywords chosen by you and used by your audience. Because it dealt with aspects within the site, many of them related to technical issues. Therefore, if you’re not sure, you can always consult a specialist, and make sure you do things right.
What are their benefits?
Basically, the reasons to focus on SEO OnPage are the same for the SEO. This means that the strategy must be well worked to make the e-commerce received more hits and more conversions, organic. Your eCommerce is one of the first to appear in the search results in Google also increases the credibility of your store. And that is, after all, the users understand that this is due to your content or offers are relevant to that search is concerned…
In addition, after that your eCommerce reach the first page of Google results (visits, leads generated, sales) will continue to be generated for a given time.
But you should be aware of: to be in a good position does not mean that it lasts forever. It is important that you know that you must continue to perform testing and continuous improvement, but, you will fall a few positions in the rankings and lose sales.
Finally, the SEO tends to have a lower cost of the sponsored links, so that the media generate lower costs of customer acquisition. All of these points differ completely when we talk about sponsored links, after all, in addition to expensive, always dependerás of them. If one day you stop doing ads, your billing will stop at the same time.
Finally, we may cite as a benefit of a SEO OnPage well aligned to the delivery of a better experience for the user. After all, Google and the other search engines hardly reward a site or a virtual shop, if the usability of your pages is bad.
What are the main techniques of SEO OnPage?
As the list of internal factors is huge, let’s focus on some practices that work on the on page SEO of your store. Currently, we have:
We are going to think that Google wants to display the best page for the user. Then, how does he think? Well, we can consider that if he entered the shop and sailed, that is a good indicator, right? Now, if you wait, you wait, you wait and the shop is not open? For Google this is a strong indicator that the page had no relevance. Therefore, the speed is the decisive factor.
Did you know that a survey showed that users tend to wait up to 2 seconds to be able to start navigating on the page? Knowing this… What would you say is the average load time of your store? If you do not have that information, you can use tools such as WebPageTest and PingDom, in addition to Google PageSpeed, which will be able to give you tips for improvements.
-Time spent on the page
Again we will try to think like Google does. How will identify that the page is more relevant than page B for the search “fridge 110v”? Well…, Ok, if the customer accessed the page, he stayed in it the double of time that in the page B and sailed over dozens of other pages of the virtual store, probably the interest in the page is greater than page B, right?
Yes, the time spent both on the page and in the store influence on SEO. To do this, the usability should be an important factor to keep the client engaged during the navigation.
-Create titles optimized
Did you know that a page can have up to two different titles? That is to say, there is the internal title and the tag (or SEO title).
The first model is the one that will appear to the user after accessing the page and is about to consume your content. The function of this title is to strengthen the interest in the audience to continue reading. The second type is the title that appears in the results of search engines. This has a function that is more attractive, it needs to be short (63 characters maximum) in order not to be cut by Google, and must contain the keyword of the page more to the left as possible.
-Explanatory in their meta descriptions
The way in which a goal of the description is written does not directly influence Google’s algorithms to rankear better or worse your page. However, it is very important because it is the space in which you have more freedom to convince the audience to click on your links.
This description should be about 155 characters and summarizing, explanatory, informative and attractive, the content of the page. In addition, you can include a CTA to reinforce the invitation to the user.
An example of a bad meta description is: “Amazing product for use in your home. Buy with comfort and security.” Now an example of a good choice: “More than 2,000 items with discounts of up to 10% and subdivision in up to 12x without interest, convenience, and security.” Probably the second option will attract more clicks and generate more users to your virtual store.
-Writes friendly URLS
A friendly URL is one in which both the search engines as people are able to interpret it easily. It is more, it is important to be short, related to the title and the content of the post and that does not contain numbers, spaces and special characters.
Therefore, when you develop a sales page for an air conditioner, don’t let the link of the page to be “www.sualoja.com/productos.php?categoria=3”. It is better if it is “www.sualoja.com/ar-condicionado-marcaX”, do you understand?
-Optimize the images
The optimized images are two features of improvement in the SEO of your page.
- Can reduce the load time of your pages
- To facilitate the reading of the images by the search engines.
The first function has to do with the reduction in the size of the file. As an eCommerce tends to have a lot of images exposed, is not very suitable to have multiple files of that type with 500kb, 1Mb or more of 2Mb. Using tools of image optimization, you can reduce the size without losing much quality in the resolution.
The second function is more specific and focuses on the descriptions of the images. The issue here is that the search engines don’t read images as we see them. We need help with our description so that the photos have some meaning. Therefore, I recommend to place a title for the image as the name of the file (for example, air acondicionado-marcaX-frente.jpg) and describe the content of the image in your alt tag text (if it is possible, Key).
-Do internal links
Build a network of internal links is important for visitor navigation to be more fluid and long-lasting. At the end, with contents related to connecting, users can have a learning experience and consumption more rewarding. This also facilitates the knowledge from other pages to your site by the search engines. In addition, the search engines understand that your site has much more interesting content to offer. This increases the relevance of your domain and your pages.
Common SEO mistakes on the web page, and how to avoid them
To make a SEO OnPage well done,we need to prevent certain failures. Listed below are 3 of the most common:
1.Exaggerate the use of keywords
In the past, a very high density of keywords in content worked and helped the sites to be placed better in the search engines. Currently, Google appreciates the quality in the content and, if the frequency of occurrences of the key words hinders the naturalness of the reading, the web will be poorly valued.
The search engine can perform analysis on the semantic of the keywords. Therefore, the synonyms and terms that are directly related should be used.
2.Keep the title internal and external is always the same
The titles can be different if the module CMS (content management) from your e-commerce platform allows this type of modification. The configuration of the two types of titles tends to be different, much in function of the limitation of characters and the use of keywords.
3.To think that the bigger your content, the better will be your positioning
He begins to investigate on SEO you may end up meeting with some of the research that spread myths on the Internet. One of them points out that a content of approximately two thousand words is the ideal to place a page in the search engines.
However, the point at issue is not the amount of words in itself, but how a content more detailed and informative is usually more pleasing to the general public and search engines.
SEO OnPage is the first step that you should take on a strategy of SEO for your ecommerce website. After all, there are some that have pretty the Home, make it appealing to the search engines and deliver a good experience to the visitors. So, the way it will be easier to create a positioning based on external influences.
In addition to the SEO OnPage, other factors influence direct and indirectly in the conversion of a eCommerce. To know more about this, download our free infographic with 25 Steps to increase the conversion rate of your online store.