Possibly, e-commerce has never been talked about so much as in this period in which we have lived with the COVID-19 pandemic. This sales channel, although it was already important, acquired an unsuspected relevance and its growth accelerated as the physical contact points with customers were closed.
Consequently, due to the special circumstances that have shaken the global economy, today people are massively searching the internet for the product or service that meets their needs and that is where you should be offering your solution. That is why it is vital that you stay up-to-date and optimize your e-commerce website by working on SEO positioning and conducting your own UX Research (user experience research) to go out and capture search intentions.
Here we will see a series of actions that you can adopt autonomously and, if you want to continue deepening, we recommend you continue reading the article Improve the user experience (UX) in your e-commerce today. p >
SEO positioning and UX Research tips that you can apply from today
1. Study what people are looking for on the Internet.
To position yourself in Google search results, it is essential that you optimize your content. The first thing you should do is a UX Research on search intentions, that is, investigate what keywords and terms users use to search for products or services like yours. Make it easy and use the same Google search engine: look at the suggestions that appear in the search bar and the related searches that are displayed at the bottom of the results page. Then use what you've learned from writing your content.
2. Research how people search.
With the previous exercise, you will understand that users prefer to search by entering Google concepts and solutions. For example: “2021 recycled paper agenda”. To better understand how people search, you can use an online tool for your UX Research such as Ubersuggest , which offers a free option.
3. Define for which stage of the buyer's journey you will make your content.
A person begins by becoming aware of a need, then goes through considering a solution and finally decides on the purchase. Search for the appropriate keywords for the stage you will tackle, since a person who just understands that he needs a paper agenda will not consult the same in Google as one who has already decided that he will acquire one that has been made with recycled materials and is decorated with a vintage design, for example.
4. Optimize your content to make it searchable by people.
We already said at the beginning that it is vital that you optimize your content working for SEO positioning and never forget that the objectives are: position, facilitate search and capture traffic. Use the keywords you discover in your research but in a moderate and consistent way, since Google's algorithms can distinguish between a text written in a natural way and another that only seeks to position the page.
5. You should encourage people to click on your page among all their search results.
At this point we are talking about a very important aspect of SEO positioning work: optimize your titles and meta descriptions with keywords and calls to action. What are we talking about? They are the texts that appear in Google search results as the title and summary of the content of the page.
The fields for these contents you will see when using your website administrator every time you create or edit a page. Put your keywords at the beginning and adhere to the appropriate number of characters, as this ensures that the title and meta description are fully read when appearing in Google search results. For the latter you can use the online tool Seomofo, where you will immediately see how the title and meta description will look.
6. Check the bounce rate.
Have you looked at the bounce rate in your Google Analytics account? In case you didn't know, it is a metric that reveals to us that people are not consuming our content. The bounce occurs when a single page session occurs on your website, that is, when the user enters but does not continue browsing. For example, when a person opens a single page on your website and immediately exits without taking any action. What is happening? Users are likely leaving your pages because you include keywords that are not related to the content, there is a delay in loading or there are navigation errors. Check your bounce rate and investigate what happens if you find that it is too high.
7. Monitor the average duration of sessions.
Another relevant Google Analytics metric that you should assess, because it will tell you if your content is so valuable that users keep reading and buying on your e-commerce site.
8. Encourage your customers to leave comments and evaluations.
This will help you find out if you are on the right track and, incidentally, Google likes pages that contain comments from real users, so it will help you in SEO positioning. Therefore, use the packaging of your products and thank you cards to invite customers to evaluate you, every time you make a sale. Also include an automated message of this type in your email marketing strategy so that it is sent a few days after receiving the product and, of course, use your social networks to ask for comments. Even if you can, run campaigns offering a discount on the next purchase to those who leave their reviews.
What did you think of these tips? By adopting them for your work routine, you will already be doing a basic job of UX Research and SEO positioning to grow your e-commerce. And if you want expert help, we invite you to evaluate our solutions specifically designed to improve the world of e-commerce.
If you know other measures that can be adopted for SEO positioning and perform UX Research with a focus on e-commerce, do not hesitate to leave your comment.