When it comes to E-commerce, SEO and traffic to your website is vital. Organic SEO is quite possibly the most valuable source of business, bringing in 10 – 60% of your overall traffic, which ultimately makes up a large portion of revenue.
Any e-commerce website that starts to lose its rankings on Google is at risk of going out of business, it’s that simple. Here are 3 common SEO mistakes that you should avoid in order to keep your E-commerce SEO strategy healthy:
1 – Switching platform without considering SEO
It can be quite easy to overlook certain aspects of SEO when launching a new e-commerce website or switching from one platform to another, which is a common reason for your rankings to fall and your sales to deteriorate.
It may simply be a case that your new platform isn’t as user-friendly or search engine optimised by default. More commonly, you may have overlooked the fact that your URLs have changed and you haven’t put any 301 redirects in place to point your old pages to their relevant, new counterparts.
Ensure you perform a full SEO audit of your new platform and you know how to structure URLs correctly, as well as pointing your old URLs to your new ones. This will ensure you maintain as much of your current rankings with Google as possible and you have a solid, optimised platform to work with.
2 – Removing URLs & Pages
If you start to remove old products, pages and other content without any thought to the SEO impact, you could be in for some headaches. As above, if you are deleting or moving content, it’s important to have a 301 redirect in place to point those ‘old’ URLs to the most relevant existing page possible as opposed to leaving it as a 404 error.
If, for example, you have a ‘seasonal’ page that displays special offers or sales, it is far more effective to keep that page active regardless of the time of year. This helps build up longevity and trust, rather than deleting the page and starting from scratch once again when the time comes back around. The same could be said for ‘out of stock’ product pages.
3 – Creating a Bad User Experience
This is quite possibly the most important thing to consider. User experience has become Google’s main priority over recent years, and it could be said that the above points are also factors that contribute to a positive UX. So, if your user experience is poor, it’s likely that your rankings will follow suit.
Keep a close eye on your Google Analytics reports, particularly bounce rates, pages per session and time on page as all of these will give you a good idea of how your user experience is shaping up. If your statistics are on a constant decline, it would be a good idea to consider a restructure to create a better user experience. After all, the rest of your SEO strategy may be sound, but if you have a poor user experience it won’t only be your rankings that are affected, but your sales too.