Search Engine Optimisation (SEO) is a term that’s used a lot within digital marketing and ecommerce. It’s a term often used in business meetings and online. But what is it, and how can you use SEO for business?
SEO stands for Search Engine Optimisation – simply put, it’s what helps search engines find your website. Search engines then deliver, or rank your website to users searching for keywords, phrases and questions online.
It’s important, especially for business. Users are often looking for a product or service, and if your business delivers this, you want to be listed as the best option.
There’s three main aspects of SEO for business; An optimised website, quality content, links from relevant sources.
An optimised website is one that allows search engines like Google, to crawl and read the content.
Quality content is written, media or any engaging content that answers a search query online.
Links from relevant sources indicate to search engines that your site is trusted. If users are sharing your content and pointing in your direction, it usually indicates you are answering a particular query well.
When performing a search on a website like Google, you’ll be presented with what Google deems to be the most relevant websites. You’ll also be shown advertisements where websites ‘bid’ on that particular keyword.
The image on the left shows the paid results, and the organic (SEO) results.
A successful ecommerce website needs traffic to convert into paying customers. Ranking highly in search engine results (SERPs) guides users onto your website, where you hope to convert them into customers.
Ranking on the first page of Google massively outweighs the second. 30% of users click on the first position in Google. 17% of users click through to the second position. If your page is on the second page (position 10+) you will have a click rate of less than 1%.
40% of users leave a website if it takes more than 3 seconds to load – try and make sure you don’t have any large images or media on your homepage.
Try to write as if you are solving a question – attempt to answer that question. E.g “Where can I buy bikes online?” Match your content with their search.
Ensure a large proportion of your content is relevant to the query.
Make your content as engaging as possible, by using images, video, eye catching design – the longer a user stays on your website, the more likely it is that Google will think you have answered their query, indicating this is the right page to show users searching for that particular term. This also encourages people to share your page.
Give users another location to move onto next, this prevents them from bouncing (entering, then leaving your website) and also helps you promote other areas of your website.
You can use these techniques to target new key words, and begin to write quality content where Google will reward you. Bear in mind there are many, many factors that affect SEO. Writing content that matches keywords won’t propel you to the #1 spot on search engines, but it does carry a significant contribution – and it’s generally quite easy to do once you get the hang of it.
Note – This may require some understanding of HTML, and having the ability to view a page’s source. If you don’t have access to this, contact your webmaster.
The title tag is displayed at the top of a user’s web browser, and in search engine results pages.
The title tag is often represented in HTML as <title> Title here </title> It should be no longer than 65 characters. Your most important keywords should be near the beginning, and each page title should be unique.
The meta description is the snippet of information of roughly 155-250 characters of information that summarises a page’s content. This is shown underneath search engine results. In HTML it is displayed as;
<meta name=”description” content=”A page’s description, usually one or two sentences.”/>
Try to use links within text, this is called anchoring, it can be shown in html like this;
<a href=http://www.example.com/keyword.html” title= “keyword”>Keywords in Anchor Text</a>
With image links, it maybe tempting to use several keywords behind the image – don’t do this. Use keywords that are relevant to the image;
<img src=“image.jpg” alt=“image description” title=“image tooltip”>
We’re specialists when it comes to payments, but we also know a thing or two about ecommerce websites.
Get in touch with us for a SEO review. We’ll look through your website, recommend some areas of improvement, as well as help advise on how you can grow your business.