Why Ecommerce SEO is also important for the user experience

E-commerce SEO

We talk a lot about Ecommerce SEO on this blog.

Like, seriously a lot.

Everything from Keyword research, to which types of content to create, to writing meta descriptions and even how to structure your Ecommerce website to get better SEO results.


These things aren’t just important for your Ecommerce SEO results.

Sure, they make it easier for Google to crawl your site, make your website an authority around a particular subject and give search engines more content to rank you higher in search.

But all these steps are important because they help improve the most important thing you do as a business.

Which is provide a great customer experience.

Not sure how SEO can help improve the customer experience?

Keep reading.


Site architecture and the customer experience

Your Ecommerce site architecture is usually built with search engines and website crawlers in mind.

If your website has a confusing, convoluted structure, it makes it harder for search engines to understand, which means you won’t rank.

But a complicated site structure is also a nightmare for users.

If you have an Ecommerce website, you want to make it as easy as possible for your customer to find what they want.

If they’re having trouble, there’s a million other websites out there they can turn to.

The basic SEO site structure of Homepage – Category Page – Product Page, is just as important for your customer as it is for search engines.

Your customer lands on your homepage, they go to the category of items they want, they find the product within that category and they pay.


Plus, because you’ve added breadcrumb links, they can easily go back and forth between pages while they browse.

They don’t have to go back to the homepage and then start again.


Product descriptions

Yes, a great product description includes your keyword.

It makes it possible for search engines to understand what you sell, and make sure you appear in searches relevant to those items.

But your product description is arguably the single most important thing that will determine whether a customer buys from you or not.

They’ve found the product they’re looking for but the description you’ve given it makes the product sound about as exciting or enticing as a damp towel.

Your product descriptions are your chance to make what you’re selling sound irresistible to your customer, or at least reassure them that it’s going to meet their needs.

Remember, you’re writing for people, not search engines.


Content creation brings the traffic to your website

Speaking of writing for people.

Writing blogs, coming up with guides, shooting videos or even producing podcasts aren’t just an excuse to cram more keywords onto your website.

You should be creating this content with the aim of helping your customers make decisions.

You can always tell when a piece of content has only been written with SEO in mind.

First, it has no appeal to anyone. The topic has no relevance, other than it’s managed to get a keyword in the headline.

Second, it’s crammed so full of keywords and phrases rather than sentences even a dictionary and thesaurus wouldn’t be able to help you understand what the content is on about.

Focus on creating content that your audience will be interested in and you’ll find the better traffic results and everything else will come naturally.


Search intent for SEO and your audience

This is one of the most important parts of SEO that also has a direct impact on the customer experience.

If you can work out the search intent behind a particular keyword or phrase, you’ll not only get the SEO benefits, but you’ll create a much better user experience because you’ll give your audience what they were expecting.

So not only will you show up in more relevant searches, but you’ll grow a reputation with your customers as a reliable source of information that they can turn to for useful information.

Then, when it comes time for them to buy something, who do you think they’ll turn to?


Videos and images

Did you know that more than half of customers now expect to see videos on the website, or in the marketing, of brands they know?

Video marketing has become more popular in the last few years as companies understand that today’s customers (who are more likely to shop on their mobiles and “on the go”) prefer content they can watch – rather than just content they can read.

But video can also play a big part in SEO, as well as provide a better user experience.

To get SEO benefits from video, you just have to put the transcript of the video (or create an article around the same topic) on the same page as the video.

Search engines will crawl the page’s content and rank the page accordingly.

You don’t have to put that much effort in for the on-page copy, because you could just transcribe the voice over and copy from the video.


SEO isn’t just about search engines

Ultimately all the things you do to get better SEO results for your website, should also get you better results for your customers.

Those things like website architecture, creating content and even writing meta descriptions will help your customers figure out what your business does and give them information.

If you can provide them with a better customer experience, you’ll see all the commercial benefits you’re looking for, with the added benefit of better SEO results.


Looking for help with your Ecommerce SEO?

If you have an Ecommerce website, or are in the process of starting one, get in touch with us and one of our expert SEO consultants will be able to get you off to the best possible start and begin making money from your website quickly.

If you’ve been doing Ecommerce SEO for a while but think you should be seeing better results, request a free technical SEO audit.

One of our consultants will use our analytics tools to assess your website’s current performance and provide you with a report on the areas you’re seeing results from, and the areas you could improve.

Request your free audit today.

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