The effectiveness of SEO practices is increasingly being confirmed over time and consolidates the perception of those who implement them as an effective strategy. This is shown by the survey conducted by Ascend2, where 82% of respondents believe they increased their site’s profitability over the competition through regular SEO.
The reward is proportionate to the efforts being made, but there are few companies that do not achieve the desired results. This can happen for a number of reasons, such as inadequate briefing and lack of understanding of the importance of certain tactics.
It is important at this point to clarify which tactics are the most effective and what the difficulty in applying them to give the necessary attention. The graph shows an illustration of the Effectiveness and Difficulty of some regular SEO.
Content creation (57%), keywords (49%), interaction with social media (39%), internal and external linking (36%), custom design for mobile device 34%), meta descriptions tags (26%), and the speed of the site (24%) are the most important practices you need to focus on, since any mistakes in their implementation will have the same negative impact.
Below I will give you a list of the most common mistakes made by owners/e-shoppers in SEO practices to locate them on your own site, if any, and thus correct any leaks that may cost you profits.
1. It is not important to create quality content
According to Andrey Lipattsev, Search Quality Senior Strategist on Google, quality content and link building, which will be discussed below, are the most important elements Google considers to rate and rank your site to a high position in search results.
But creating successful content is not easy. As you’ve seen in the chart above, creating relevant content with the subject of your online store is the most difficult to handle tactic with a 48% difficulty.
Errors that occur most often are:
repeating the same text in the description of the products and the neglect of your blog
There are two ways to repeat content. The first way is by borrowing text from another site like yours and the second way is by copying text from one product to another within your site.
Google will reduce your order of ranking in search results when it detects duplicates since it does not favor sites that have no original content.
By varying the same descriptions in your products by producing a genuine text, you avoid the above-mentioned common error. If you want to check for any content repetitions on your site, compared to other sites, there is the option to find them through a plagiarism control tool such as Plagiarism Checker. This way you can see how much your content looks like another one has already been published and make the necessary corrections. This is about borrowing text from other websites.
If you can not avoid repeating within your site, such as copying-pasting a description on the same products with small differences (color, number, etc.), you should use the HTML tag rel = “canonical” within your URL. The canonical URL is extremely useful because it indicates to search engines that they have to take a page of them for their measurements. In this way, you inform them that no misuse of keywords through the repeated text.
Finally, regarding your blog, try to adopt a strategy for writing new texts with dynamic content. If time and money constrain you and you find it difficult to cope with these texts, renew the existing ones. Re-publishing older blog posts with refreshed content and images can increase organic traffic to your site by up to 111%.
2. The power of link building is not exploited
As mentioned above, link building is the two most important factors Google takes into account in ranking your site. The most common mistakes about this are:
non – interaction with social media and the deletion of the products, temporarily or permanently.
Active users in 2017 in social media reached 2.78 billion.
If you have not set up a social media link building strategy that will lead users to your site, you miss an important way to reach potential customers as well as maintain your relationship with existing ones. Social media users share your content by creating backlinks. This interaction is important for your SEO.
Temporarily disabling or permanently removing a page containing a product, which is no longer available on your site, is the second most common mistake to be made, as this product may have created enough backlinks to help with your SEO. Instead, remove the page, create a 301 redirect to drive the product you want to remove on other relevant pages of the site. If the product is out of stock, it has set up an alert system in the event of a new pickup, collecting guest emails, but always following the GDPR regulations.
3. Incorrect use of keywords
The most important step in terms of keywords is to analyze your audience’s needs and to know what they are looking for. This will lead you to end up with a targeted group of keywords that will attract readers to your site.
A common mistake, often encountered, is the excessive repetition of the keywords in the texts. Some sites, in order to benefit, tend to exaggerate by using words, so reading is not pleasant to the visitor. Apart from the visitor’s experience, however, which is extremely important, the algorithms have evolved and the search engines detect the misuse of the keywords. This will lead to such a page to lower positions in search results.
A keyword per 100 to 250 words is enough. Use synonymous words as well as phrases that target your audience. Thus, there will be a positive impact on the algorithm, which emphasizes the synonyms, the variety and the key phrases that represent the subject of your company’s business and stand out from the competition.
4. Sites that are not speed optimized
A page’s load speed is included in the Google algorithm and holds an important place in the ranking criteria of a page. This can be easily understood, even by your personal experience: how much time will you spend on a slow site?
Slow uploading of a page tends to repel customers and cancel the remaining SEO tactics that are likely to be followed. 40% of users leave a site that takes more than 3 seconds to load. Even more is the percentage involved in the transaction. As you will see in the figure below, the conversion drops to 87% when the page is slow.
The above data reveals that you will lose not only visitors but also customers if you have not taken care of the speed of your site. How does this affect your SEO? Google is keen to offer its audience the best possible result, giving weight to the experience of the user navigating the site – speed is a determining factor in this case.
You can control the speed of your page in Google’s Pagespeed Insights and improve it by making the user browse your site more enjoyable. If the results of the analysis are not satisfactory, take a look at the tips we give you to increase the speed of your site here.
5. Negligence of security
About a year ago, Google announced it would feature sites without SSL “unsafe”. This results in a gradual decline in the ranking of sites that do not have a security certificate, as we have seen above, Google wants to provide users with the best possible integrated experience when proposing a site. Especially when referring to an online store where money transactions are made, installing a certificate is imperative.
It’s a good idea to get an SSL certificate before July when the tightest measure with Chrome 68 will be in place. The certificate will have a double benefit for your page since it will give you secure encryption, but it will also help you to rank the results.
6. An absence of reviews on products
A 70% of shoppers are searching online for product reviews before proceeding to purchase. From this percentage, you can see the losses that may occur if you do not include the corresponding reviews for the products on your site.
The fear of bad critics for a product is often the reason that inhibits their incorporation into the site. A bad criticism, however, should not scare you – instead look at it as an opportunity to get feedback from your customers and improve the product or purchase process. The fact that it will be public and will be read by the next potential buyers can work as a disincentive for a product but also work positively for another similar to your site. The result will be to increase the sales of the second one.
With regard to SEO, reviews help to create new content on your site, free of charge. You will realize how difficult it is and how much time you spend to create a dynamic content. Reviews help you as well as keeping your page active without your own intervention. Seeing the continued mobility on your site, the search engines are coming back for review. So give the customer the opportunity to critique and rate your products.
Have you noticed and corrected errors that had an impact on your eCommerce SEO? It would be very useful for us and for our readers if they shared this experience in the comments!