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E-Commerce

January 7, 2019

How to Optimize Instagram Direct Message for Your Business!

In today’s day and age, “sliding in the DMs” is such a common phrase.

Optimizing Instagram Direct Message for Your Business!

So known in fact that it’s a negative connotation! Sliding in the DMs would mainly refer to trying to talk to your local Insta hottie and seeing if you’d want them to come over and “Netflix and Chill,” with you…. but that’s a story for another day.

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By Mac
May 14, 2018

6 Ways to Build Your E-Commerce SEO

Looking to start an E-Commerce Store? Here are 6 Ways to Build Your E-Commerce SEO.

Let’s talk about how E-Commerce SEO is changing everything and is a must-have for your business. Amazon’s reign over e-commerce is a fairly recent event. Malls used to make a lot more money for retailers, and very few of them had a retail presence online. All of that is changing. Amazon dominated e-commerce during the most recent holiday season. It is estimated that the online retail giant will account for more than 50% of the growing e-commerce sales by 2021. That leaves a smaller piece of the pie for the rest of us if the trend continues. E-commerce still accounts for only about 10% of retail sales in the United States. The latest data from Forrester states that 71% of consumers in the US will use a search engine to discover new products, brands, and services. If you are not ranking in search, you are missing out.

It’s simple. If you want to compete online against giants like Amazon, Walmart, and others, you must win at SEO.

It might feel a little like David fighting Goliath with just a sling and few stones, but there are ways to stack the odds in your favor to topple the giant armies of marketers you’re competing against.

Better e-commerce SEO ensures that your products get discovered online, help consumers make the best buying decisions, and give them something worthwhile to share with their friends and followers.

Here are the 6 Ways to Build Your E-Commerce SEO.

1. What is ROBO?

Online search is crucial throughout the customer lifecycle—from product discovery, to purchase decision to engagement and retention.

If you are an online e-commerce retailer, you have to do more than optimize your site. You simply can’t ignore how you rank in the search engines for your key product, brand, and service terms.

6 ways to build your e-commerce seo

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In global search, there is Google… and then there is everyone else. It is crucial as a seller that you understand what it takes to get discovered on Google, first and foremost.

e-commerce seo traffic

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Even when the purchase ultimately doesn’t happen online, 65% of consumers still research online before making their final purchase decisions in a brick-and-mortar store. This is known as ROBO (research online, buy offline).

If you are selling electronics, appliances, autos, or apparel, then discovery and consideration practices do matter online even if the purchase ultimately happens at a retail location 90% of the time.

In fact, 54% of online buyers read reviews before a purchase.

products researched online

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If you have been selling online awhile, then you know the benefits of being on page one of Google. It should go without saying that E-Commerce SEO is greatly dependent upon your rank and reputation on Google.

While the top result on Google tends to have a click-through rate above 20%, the drop off is steep—falling below 1.5% for anything after the first page. It doesn’t matter if you’re searching on a desktop or a mobile device—the search ranking and click-through rates fall-off a cliff the further you get from that first page.

google seo CTR

Your potential customers have to go somewhere to shop. If they are not purchasing with you, then they’re likely buying from Amazon or going to your competition instead.

If you are only selling online, and do not have a retail shop, then you are losing out on sales, but building an online brand is where the movement is headed. So know that,

2. Keywords are key

Ranking on the first page of Google is great, but unless you’re ranking for the right search results, it’s not going to do your business any good. The 2nd factor for the 6 ways to build your e-commerce SEO is finding and reverse engineer the keywords you want to rank for on Google.

That means you’re going to need to do your keyword research.

It’s a great feeling to rank on the first page of Google for a competitive search term, but for pages that aren’t ranking well, you should consider a long-tail keyword strategy.

First, you need to understand the shortcomings of broad keywords.

Broad keywords tend to be very competitive, and it can take months or more to rank for them. They might also cast too wide of a net to capture your target audience effectively.

It has been said that the “riches are in the niches.” This is where long-tail keywords come into play.

According to Moz, 70% of search traffic comes from long tail searches.

google search demand curve

The trick is to find the sweet spot of keywords that convert your ideal customers in search while also helping you rank. That is a win-win for your potential customers and you as a seller.

If you aren’t sure where to start, take a look at your competitors’ keyword data to get a better idea of which keywords they are bidding on. You can use SEMRush or Google Adwords Keyword Planner.

3. Produce Relevant, Engaging Content.

One of the best ways to start ranking for your targeted keywords is by creating an informational blog. Once you do that, you can incorporate SEO into it by using keyword research to frame topics that proactively answer your customers’ questions.

The benefits of blogs go way beyond higher search ranking. The conversion rate for websites with content marketing is nearly six times higher than websites without it. E-commerce SEO is focusing more and more on content marketing to drive traffic and relevance.

average conversion rates of websites

Content entices your potential customers to spend more time engaging with your brand—helping them feel much closer to your brand than they otherwise would.

70% of consumers prefer to learn about a brand through a blog post rather than through corporate messaging. Help your audience get to know you and your brand by providing them with relevant, consistent blog content.

effectiveness of content marketing
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Not only should your site be optimized for SEO, but the blog content needs to be optimized too.

If producing content for your e-commerce site does not come naturally, don’t worry. You don’t have to create an airtight SEO strategy in one fell swoop. Just pick one channel and try it.

Take video, for example.

On average, web visitors spend 2.6 times longer on pages with video than those without it. Companies like ThinkGeek know this and use videos (optimized for SEO, of course) to drive traffic back to their website. With videos averaging around 600,000 views each, that’s a lot of potential web traffic.

4. Get PPC Organized

Structure matters in PPC, and it matters for E-Commerce SEO too. If your content is scattered all over the place on your site without any real structure, you will be working against your other efforts to improve organic traffic.

Search engines prefer structure when crawling your site. Put simply, it means that your most important content should be at the top of your site, and everything else should flow from that top-level infrastructure.

Internal links to content are one method to help refine the structure of your site and boost your chances of getting discovered.

Including links to your product and category pages inside your posts will capitalize on the SEO traction you earn from your blog articles to help guide your audience to specific product pages.

organize your website for SEO
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The long tail articles you create about topics that your prospects are searching for are a cornerstone piece in your foundation for bringing in customers that convert.

Don’t forget to link back to your own content, too. It not only helps Google better understand the structure of your site, but it also makes it much easier for visitors to find and share your content. If your audience has to work too hard to find your content, they will stop looking.

E-commerce sites should not be more than three levels deep for site navigation. Any more than that and you will lose sales from poor navigation.

levels of site navigation
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image source)

This goes for both your products and your blog. The deeper you ask a site visitor to navigate, the higher the likelihood that they never return from the depths. Keep simplicity in mind as you design and manage your e-commerce site and menus.

Following the concept of keeping the number of levels on your site low for complexity, you should keep your URLs simple as well.

One last tip: don’t forget that keywords still apply when considering URLs.

5. Influencer Marketing

Backlinks are foundational for any site on the web and have long been known as an important ranking signal in Google.

Another way to establish your authority online is through influencer marketing. It not only lends credibility to your story, but it also broadens your reach and creates better ROI.

why influencer marketing matters
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Bigelow Tea enlisted the support of influencers to help boost their blog traffic and online sales.

influencer posting for SEO

Through the help of one influencer campaign, they saw 32,000 blog engagements and an 18.5% increase in sales.

6. Page Load Speed Must Be Lighting Fast.

Site performance is a critical measurement area for any site and their E-Commerce SEO.

Harry Shum, head of AI at Microsoft says this: “Two hundred fifty milliseconds, either slower or faster, is close to the magic number now for competitive advantage on the Web.”

If your page load speeds are slow, potential customers will abandon your site before they ever see your products or services. Why risk it? Sites need to convert to survive.

Recently, Google just announced that starting in July 2018, page speed will be a ranking consideration for mobile searches. Read this blog we wrote about why Page Speed Matters on another Momentum Monday blog.

It should come as no surprise. The benefits for mobile far outweigh the investment, in the form of a better user experience that will convert to higher conversions and sales.

It’s easy to start testing for site speed, and you can’t afford not to. Use a free tool like Page Speed Insights to test your mobile performance, and then do the same for your web pages.

mobile page speed for seo

Sites like Shopify live and die by site speed metrics—and it’s paying off. Shopify Pay has an uptime of 99.8% and offers a 40% faster checkout than its competitors. That translates into an 18% increase in sales.

Get fast, test often and stay fast.

 

If you want success with your E-Commerce store please contact us or send an email to [email protected].

By Mac
April 23, 2018

4 Best Shopify Apps for Small Businesses

Let's Review the 4 Best Shopify Apps for Small Business Owners!

Momentum Digital is back with another Marketing Blog! A small business doesn’t have to mean small profits, especially in this connected and data-driven digital age. If you’re selling products online, there’s a good chance you’re using the Shopify e-commerce platform. A plug-and-play online shopping solution to get your products online quickly and easily? What’s not to love? Here are the Top 4 Best Shopify Apps for Your Business!

One of the most powerful and incentivizing offerings from Shopify is its vast library of 3rd-party applications and software to optimize and boost your e-commerce potential (and your bottom line).

But with so many options to choose from, how can one know what app is worth the time and money to implement in his or her shop? As a digital agency focused on helping small businesses with their online presence, Momentum Digital knows what our clients need for their shops. Here are our top 4 Best Shopify Apps for small business owners!

Here is a relevant video that covers the best Shopify Apps for 2020

1. RetargetApp for Shopify

Purpose = Facebook and Instagram Automated Retargeting Ads

Cost = $15+ month + ads cost

retarget app for shopify

Did you know that around 60% of first-time website visitors will leave before buying a product? It’s because we as consumers often need time to consider a product before pulling the trigger and dropping our cash. It works in brick-and-mortar shops and is even more prominent in online shops.

Retarget marketing is a form of online advertising targeting consumers on their past actions. In many cases, it’s serving an ad to someone who visited your website but didn’t do what you wanted them to do e.g purchase something, download something etc.

RetargetApp is one of our favorite Shopify plugins that we recommend to our clients. The premise is simple: when a user visits your site and views a product or adds it to their cart, but leaves without purchasing it, they’ll be served retargeted ads on Facebook with that specific product along with up to 10 more similar items.

Setup is incredibly easy and there’s no need to manage the ads in Facebook Business Manager as you would normally. You set your description and pay after you make some sales (maximum of 5%).

We’re seeing some incredible returns using this app with ROAS as high as 25x on some accounts for Facebook Ads.

2. Mailchimp - Email Marketing with Shopify

Purpose = Automated Email Marketing with Shopify

Cost = FREE & Premium Plans

shopify mailchimp

Chances are that you’ve heard of MailChimp, but the Shopify integration is a must-have if your eCommerce shop is running the platform. Email marketing is integral to sustaining an effective eCommerce strategy. The right email to the right person at the right time can make or break a sale. We could have a whole blog post about email marketing, but let’s focus on MailChimp for Shopify.

Aside from all the existing functionality of MailChimp (which offers a lot of great features right off the bat), the Shopify app will let you do things like sync purchase data, setup marketing automation emails for abandoned carts, and segment customers based on their purchase behavior.

Another sweet feature is the option to add e-commerce link tracking to your email campaigns. Knowing exactly who clicks an email link to your shop, what they do on your site, and also what they didn’t do on your site is invaluable data. Know how to use it!

The app is free if you’re only looking to sync your existing MailChimp account to your Shopify store, but unlocking the additional features comes with a (fair) price tag.

3. Yotpo - Social Proof Marketing

Purpose = Automated Social Proof & Reviews

Cost = FREE & Premium Plans

yotpo shopify

At the very core of consumer psychology is the desire for our shopping habits to be confirmed and validated by both ourselves and our peers. We want our purchases to be informed and free of regret. Check out these two statistics:

  1. Over 70% of Americans say they look at product reviews before making a purchase – (source)
  2. Nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews – (source)

Yotpo is a customer marketing platform that generates reviews and user-generated content from customers. You can then leverage this “social proof” to further inform potential customers that their purchase will be worthwhile as it was for previous buyers.

The free plan includes some pretty cool features like review request emails, review widgets, UGC moderation, and more. The paid “Growth” and “Premium” plans up the ante with advanced widgets, shoppable Instagram plugins, and Google Seller ratings.

3. Alt Text Optimizer - Fix Your Images

Purpose = Fix SEO Image Attributes

Cost = $1.99 per month

seo alt text optimizer

Admittedly, this isn’t the most “fun” Shopify plugin perse (no offense to any SEOs who just love image alt text). However, SEO is incredibly important for any website and that goes triple for ecommerce websites.

This plugin lets you create an automated Alt Text naming convention for all the images on your site. Once done correctly and the Google SEO paragons are satisfied, you’ll reap the rewards of boosted search engine rankings and traffic from Google Image searches.

Not to mention, you’ll be optimizing your website so people with visual or hearing disabilities will be able to properly view your shop’s content!

This rounds out the Best 4 Shopify Apps for Business owners!

By Mac
September 8, 2017

7 Best Shopify Integrations

Here are what we believe are the 7 Best Shopify Integrations since 2017

For someone who has mostly worked with WordPress and WooCommerce when building out e-commerce websites, getting acquainted with Shopify and its extensive features has been an eye-opening experience. Seemingly wherever WordPress lacks in reporting and integration, Shopify excels. In this article we’ll talk about 7 Best Shopify Integrations guaranteed to make your store more successful. Whether you’ve worked with Shopify before or not, you’ll need these 7 tools to have more e-commerce success with Shopify.

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By Kris
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