How to improve the natural referencing of your e-commerce site?
Posted: Sat Dec 28, 2024 10:14 am
When you launch your online store, the crux of the matter is acquiring new customers. Your marketing strategy is based on the need to generate qualified traffic to your site to ultimately increase your turnover. Among the sources of acquisition to consider, there is one that is essential: search engines. In 2020, e-commerce sites were more dependent than ever on this organic traffic, according to the Search Dependence Index platform .
The health crisis and the lockdown have disrupted consumer habits. Unable to go to a store, many French people have turned to e-commerce. Google has therefore become their main intermediary for making their purchases. In fact, in terms of the number of visits, it is the number one site consulted in France. It is therefore in your best interest to ensure that your merchant site appears prominently there. This is the whole point of natural referencing.
What is SEO?
Natural referencing or “Search Engine Optimization” (SEO) includes all the techniques intended to improve the positioning of your site on a search engine , such as Google.
Like you, Google seeks to retain its visitors. When the Internet user launches a query, it therefore works to offer them relevant search results. It then submits several pages of results ("Search Engine Results Pages" or SERP). The algorithm ranks the sites according to their ability to effectively answer the question asked by the Internet user. On average, the latter spends less than a minute on the list of results. It therefore tends to be satisfied with the sites that appear first. In fact, the better your ranking, the more visibility you gain. The objective of your natural referencing strategy is therefore, in absolute terms, to reach the first position of the SERP.
SEO optimization is a critical but complex area of work, as it relies on many laos telegram phone number list factors. SEO concerns both what happens on your website (on-site) and outside (off-site). For optimal SEO, your strategy must therefore be based on three main pillars: technique, content and popularity.
1. The technique: develop an SEO-optimized e-commerce site
The structure of your e-commerce site plays a major role in your SEO strategy. Like your domain name or the URL of your pages, every decision made since its creation influences natural referencing.
If search engines give so much importance to structural elements, it is because they are inseparable from the user experience . We also speak of "SXO" for "Search eXperience Optimization". This means that your site must not only meet the requirements of search engines, but especially those of Internet users.
To be well referenced, your site must be understandable, pleasant to browse and readable regardless of the terminal used (computer, tablet, smartphone). A responsive design is therefore part of the SEO criteria. It is also essential for your turnover, because M-commerce represents 50% of transactions on the Internet. Smooth and intuitive navigation encourages the Internet user to spend more time on your pages: a positive point for Google.
Conversely, the slightest obstacle to navigation, such as an error page or a loading speed that is too slow, can be a source of penalties. In the same way, if your site is too dated, you can work on your content and your popularity, but SEO will not evolve much. A site redesign is then necessary to increase its attractiveness and visibility. A well-built site is the basis of successful natural referencing.
2. Editorial content: providing relevant answers to Internet users
Search engines sift through the texts and images on your site to understand and index it. Each element you publish is therefore evaluated. Therefore, to optimize natural referencing, your content must be relevant and of quality .
The relevance of your content depends mainly on the choice of your keywords . These are the terms and expressions that Internet users enter into search engines to reach your site. They must therefore be carefully defined and strategically placed. Google favors natural content, with rich and original semantics. This is why over-optimizing keywords is to be avoided if you are looking to improve the SEO of your e-commerce site.
The same goes for duplicate content. Although it may be tempting to copy what your competitors who are better positioned on Google are doing, this practice would be detrimental to your SEO strategy. Your common thread is the user experience: the information you provide must therefore constitute added value. If you are developing an e-commerce site, this is all the more important on your product pages. They are potentially the only contact your customer will have with the product or service before making a purchase. Their content must therefore help the Internet user to project themselves and convince them to validate their basket.
Your site plays the role of a seller, but also of an advisor. 81% of Internet users carry out an online search before purchasing a product or service*. Your SEO strategy must therefore take into account their intentions at the time they make their requests. If the completion of a transaction is your goal, the Internet user may seek to document themselves, compare, reassure themselves, etc.
The health crisis and the lockdown have disrupted consumer habits. Unable to go to a store, many French people have turned to e-commerce. Google has therefore become their main intermediary for making their purchases. In fact, in terms of the number of visits, it is the number one site consulted in France. It is therefore in your best interest to ensure that your merchant site appears prominently there. This is the whole point of natural referencing.
What is SEO?
Natural referencing or “Search Engine Optimization” (SEO) includes all the techniques intended to improve the positioning of your site on a search engine , such as Google.
Like you, Google seeks to retain its visitors. When the Internet user launches a query, it therefore works to offer them relevant search results. It then submits several pages of results ("Search Engine Results Pages" or SERP). The algorithm ranks the sites according to their ability to effectively answer the question asked by the Internet user. On average, the latter spends less than a minute on the list of results. It therefore tends to be satisfied with the sites that appear first. In fact, the better your ranking, the more visibility you gain. The objective of your natural referencing strategy is therefore, in absolute terms, to reach the first position of the SERP.
SEO optimization is a critical but complex area of work, as it relies on many laos telegram phone number list factors. SEO concerns both what happens on your website (on-site) and outside (off-site). For optimal SEO, your strategy must therefore be based on three main pillars: technique, content and popularity.
1. The technique: develop an SEO-optimized e-commerce site
The structure of your e-commerce site plays a major role in your SEO strategy. Like your domain name or the URL of your pages, every decision made since its creation influences natural referencing.
If search engines give so much importance to structural elements, it is because they are inseparable from the user experience . We also speak of "SXO" for "Search eXperience Optimization". This means that your site must not only meet the requirements of search engines, but especially those of Internet users.
To be well referenced, your site must be understandable, pleasant to browse and readable regardless of the terminal used (computer, tablet, smartphone). A responsive design is therefore part of the SEO criteria. It is also essential for your turnover, because M-commerce represents 50% of transactions on the Internet. Smooth and intuitive navigation encourages the Internet user to spend more time on your pages: a positive point for Google.
Conversely, the slightest obstacle to navigation, such as an error page or a loading speed that is too slow, can be a source of penalties. In the same way, if your site is too dated, you can work on your content and your popularity, but SEO will not evolve much. A site redesign is then necessary to increase its attractiveness and visibility. A well-built site is the basis of successful natural referencing.
2. Editorial content: providing relevant answers to Internet users
Search engines sift through the texts and images on your site to understand and index it. Each element you publish is therefore evaluated. Therefore, to optimize natural referencing, your content must be relevant and of quality .
The relevance of your content depends mainly on the choice of your keywords . These are the terms and expressions that Internet users enter into search engines to reach your site. They must therefore be carefully defined and strategically placed. Google favors natural content, with rich and original semantics. This is why over-optimizing keywords is to be avoided if you are looking to improve the SEO of your e-commerce site.
The same goes for duplicate content. Although it may be tempting to copy what your competitors who are better positioned on Google are doing, this practice would be detrimental to your SEO strategy. Your common thread is the user experience: the information you provide must therefore constitute added value. If you are developing an e-commerce site, this is all the more important on your product pages. They are potentially the only contact your customer will have with the product or service before making a purchase. Their content must therefore help the Internet user to project themselves and convince them to validate their basket.
Your site plays the role of a seller, but also of an advisor. 81% of Internet users carry out an online search before purchasing a product or service*. Your SEO strategy must therefore take into account their intentions at the time they make their requests. If the completion of a transaction is your goal, the Internet user may seek to document themselves, compare, reassure themselves, etc.