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The WBSRocks e-commerce round table features industry experts sharing their perspectives on issues critical to manufacturers’ e-commerce journey. In this issue, we ask you: How to plan SEO strategies to increase traffic and boost conversion on your site.

Maybe you are miss a piece of internet real estate if you haven’t defined your SEO strategy. As businesses become more digital, competing for your customers’ attention will only get harder and more expensive. So the only thing under your control related to your digital strategy would be the “virtual real estate” called SEO, only if you own it.

Sam Gupta, Senior Consultant, ElevatIQ

Who doesn’t like the traffic on their websites? The more visitors, the more attention, the more sales. Law? Well, that’s not necessarily true if you have unwanted traffic, which could lead to higher hosting costs if your ecommerce platform or hosting provider charges based on the number of visits. It could also mean that your sales and marketing teams might be looking for bad opportunities, increasing your sales and marketing overhead. Therefore, your SEO strategy should align with your business model.

For example, if you are a regional business, you might want to compete on long tail keywords that include city, state, or metro. These long tail keywords can help you outperform your fierce competition in your territory, even if they have been in the market longer and may have a stronger brand. Some other long tail strategies might include incorporating keywords related to the applications of your rooms or industries that you serve. But to maintain your ranking for these keywords, you must continue to deliver content to Google consistently. Even if you stop posting for 2 to 3 months or have significant changes in frequency, you might lose your ranking faster than you gained.

Owning a piece of the SEO pie is similar to maintaining a garden. You have to keep “watering” it if you don’t want to lose it.

Kristina Harrington, President, GenAlpha

If you are an OEM selling a lot of components, you might feel like SEO management and optimization is intimidating because you can have hundreds of thousands of SKUs in your ERP system.

In this case, my advice would be to start with the 20% of your products that make up 80% of your business to make it easier for you. (Start with the top-selling product list, then move on to the top-selling product list.) To clarify, these are the products that present the most value to your customers and your bottom line and these will be the items on which you want to rank. the different search engines.

For each of these article pages, do the following:

  • Write clear and concise product descriptions and meta descriptions
  • Include important keywords
  • Optimize title tags and descriptions (include things like make and model, if applicable)
  • Include at least one high quality image and / or video
  • Make sure each page loads in 3 seconds or less
  • Validate performance on mobile devices

Once these activities are completed, move on to the next 20% of products that drive your business.

Just like e-commerce is a journey, SEO optimization is a process of continuous improvement. It will take time to review your key products. But good discipline around the above activities will generate better on-site and off-site search results, eventually leading to more product conversions.

Eric Landmann, head of the e-commerce division, Interactive Terran

Several factors affect SEO rankings, including the most difficult technical issues to master. But there are also several tools available, such as Pagespeed and GTMetrix, which can help you identify these technical issues and offer a potential solution.

These tools can help you gauge your page speed and uncover issues like layout change if the page is hijacked. These issues can be more difficult to spot unless you have a tool and a seasoned developer who knows how to debug and fix these issues. If you’ve relied on stock themes, you might not rank well because they need to be optimized for performance.

Dave Meyer, President, Bizzyweb

As a speaker and trainer for the Grow With Google program, I often get this question: How does Google rank websites? To explain this, I often use a library analogy. So think of your site as a book in a library and Google as the most efficient librarian in the world.

Google indexes the billions of pages on the web and uses an algorithm to help match each search query to the right page, or better yet, the exact text or content that site users might be looking for. Google’s algorithm includes over 200 signals, including page freshness and relevance. These signals also include its usability and whether the site links to other trusted / authoritative sites on search. So, for example, if a site is not mobile friendly, it will not appear in a search made from a phone.

To further clarify and summarize SEO in one sentence: Also be useful to people who search for your services before they know your name.

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