3 SEO changes you can make for your online store without spending money

Piranha Designs - Tuesday, September 29, 2020

You hopefully won’t need the Piranha Designs team to remind you of the importance of optimising your ecommerce store for the search engines to maximise its visibility online – but doesn’t doing such a thing require a certain amount of financial investment?

The short answer is no, not necessarily. Indeed, the following are ‘do it yourself’ SEO tips that online business owners can apply to their sites straight away, without spending a penny.

Improving title tags

All too many online store owners overlook the scope to easily optimise their site’s title tags, having simply accepted the default titles generated by their chosen ecommerce platform.

So, if the title tags for your site’s category pages, for example, are currently along the lines of ‘[Page title] – [Site title]’, consider what extra common-sense details you could incorporate to help both search engines and the human user.

Instead of making do with ‘Men’s – Joe’s Footwear’, could you modify such a title to something like ‘Men’s Trainers – Joe’s Footwear’ or even ‘Men’s Limited Edition Trainers – Joe’s Footwear’? Remember that Google typically shows the first 50 to 60 characters of a title tag, so you shouldn’t go beyond this for the lengths of your modified titles.

Scrutinising rivals

Consider who your competitors are in the organic search results, encompassing not just sites that sell the same products and services as yours, but also sites that may compete in an informational sense by answering questions frequently asked by your target audience.

Any sites taking up space on search engine results pages for queries that your brand is also targeting can be regarded as your SEO rivals.

So, look at what they’ve done in order to enjoy such strong search results. Are they embracing content themes that your site currently doesn’t? Is their site structured in a way that better targets certain strategically important keywords? What kind of user experience does each given rival brand provide – and is it more engaging than the one your site offers?

Answering questions like the above will then enable you to fine-tune your SEO strategy to be better aligned with what is actually likely to work for your brand.

Producing regular content

While we can certainly provide such services as blog content production and guest blogging as part of our search engine optimisation and marketing packages, there’s little to stop you producing your own content in the meantime, provided that you’re confident in doing so.

After all, you know your own brand’s products, services and industry better than anyone else. And if you’re thinking to yourself, “but I’m not a confident writer”, remember that “content” isn’t just words – the likes of product images, how-to videos and other graphics also count. A professional writer could then help to ensure it’s all presented even more effectively.

Nor do you need to be pumping out new content every day for it to be “regular” enough to help your site in the search engines. The weekly or even just monthly publication of new and unique content will be of benefit, provided that the content is of genuine value and usefulness for your target audiences.

These are just some of the steps that you can take with your site now to enhance its SEO prospects – so if you have any further questions about the possibilities, why not enquire to Piranha Designs today? We will be pleased to have a no-obligation discussion of your needs with you, and can also present you with a competitive quote.

5 tips for getting your category pages in shape for the search engines

Piranha Designs - Monday, September 28, 2020

The category pages on an ecommerce site are often overlooked from a search engine optimisation (SEO) perspective, despite the fact that they routinely already target and contain keywords that customers frequently search for. So, what further steps can you take to bolster your category pages’ rankings for those often highly competitive keywords?

Begin with the metadata

You can barely claim to have optimised your online store’s category pages if you leave the title tags and meta descriptions untouched. Such metadata will always be at the forefront of any responsible and informed efforts to improve SEO – so be sure to incorporate relevant keywords into them, and a ‘call to action’ (CTA) at the end of each meta description.Also try to keep the length of your title tags and meta descriptions within Google’s character limits – 60 and 160 characters respectively.

Use relevant headings

The title tag and meta description, while crucial to on-page SEO, are hidden away in the page’s HTML, and aren’t visible on the category page itself. The headings, though – with their tags like H1, H2 and so on – very much are clear to see on the actual page. So these, too, need to be relevant. A good rule of thumb is to use the H1 heading – which is typically the primary heading at the top of the page – to reinforce the theme you put in your title tag, referring to the overall subject of the entire page. This might be followed by H2 and H3 subheadings to represent supporting themes on the page.

Incorporate body text

Not everyone actually likes the idea of using body copy on an ecommerce site’s category page, with some preferring to leave imagery of the relevant products to ‘do the talking’ by itself. However, if you want your online store to do well in the organic search rankings, you really can’t do without at least some text in the body of each category page, even if you merely settle for a sentence or two. Carefully choose just one or two descriptive keywords that naturally fit with the copy, and you won’t need to write paragraph after paragraph for your body content if you don’t wish to do so.

Aim for relevant link text

Some ecommerce stores attempting to optimise their category pages often end up committing the classic error of using link text – such as ‘click here’ or ‘find out more’ – that is useless from an SEO point of view.So, consider the opportunities you have with your link text – including in the aforementioned body copy – to send relevance signals to the search engines, such as by referring to specific products or subcategories of products.

Include links in the header and footer

Sure, your site’s header and footer are the same across your site, so you might not see this as a tip for optimising your category pages, so to speak. However, your site’s header and footer do represent useful space in which to perhaps incorporate links to some of the most valuable category and subcategory pages.With Christmas looming in just a few months, for instance, you might take the chance now to link to your festive-season category page, in time to attract the attention of both search engine spiders and human users on the lookout for the best deals on Yuletide gifts.Just make sure you don’t overdo it with the header and footer links; trying to link to all of your ecommerce store’s category or subcategory pages here will not come across well to human shoppers, and will be over-optimised from a search algorithm point of view.

If you would like to discuss your requirements in ecommerce website design or SEO marketing in greater detail, the Piranha Designs team is available at the other end of a phone or email inbox. Don’t wait any longer to get in touch with us in Gibraltar, London or Edinburgh.


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