A few targeted SEO practices can give your website the increase in traffic you are seeking.
For e-commerce brands, increasing site traffic is an ongoing priority. While it’s true that many brands successfully generate revenue through Amazon and other platforms, the vast majority of e-commerce companies see their own website as the primary source of revenue.
Of course, to boost traffic to your own site, you need to invest in SEO. While activities like guest blogging on other sites or bidding on competitive keywords can certainly give you a rankings boost, I’ve found that many e-commerce stores have an unfortunate tendency to overlook the technical elements that influence their ranking.
These tech adjustments to your site and its content may not be as flashy as a PR placement in a big-name publication, but they can prove just as important for improving your online visibility.
The right back-end adjustments will send the right signals to search engines, while also making your site more user-friendly. This way, you won’t just boost your SEO ranking and number of site visitors, you will also see an uptick in conversions.
1. Make your site mobile-friendly.
E-commerce brands should never assume that their audience is shopping from a desktop computer. According to Pew Research, 81% of Americans own a smartphone, a greater percentage than those who own a laptop or desktop computer.
The increased penetration of smartphones in the United States also means that people are becoming more comfortable with the idea of shopping from their mobile device. As reported by AdWeek, 46% of consumers “prefer to use their smartphones for the entire purchase process.” Depending on your target audience, this percentage could be even higher.
Needless to say, you need to make sure that your e-commerce site is optimized for mobile users. AdWeek further noted that a whopping 73% of consumers will abandon a site that doesn’t deliver a quality mobile experience.
Not only does a mobile-friendly site provide a better experience to your users, it has a direct influence on your SEO rankings. Google has recently switched to mobile-first indexing as part of a continued shift toward prioritizing mobile-friendly sites. If your site isn’t mobile-friendly, your rankings will lag far behind the competition.
These days, a responsive website design is the easiest solution for ensuring that you don’t miss out on mobile users. If you’re not sure if your site is mobile-friendly, use Google’s Mobile-Friendly Test so you can identify needed changes.