The post-pandemic reality and changing shopping habits are causing the e-commerce industry to grow at an incredible pace. In five years, the market in Poland is expected to reach PLN 187 billion! If you're considering starting a business in the virtual space, now is definitely the time. Start by laying the foundations on which you can build a solid company. One of the pillars of e-success is SEO.
If you want to make a mark online, you need not only a good product but also an equally effective way to promote it. Remembering that we buy with our eyes, take care of the photos. But the words are also crucial. A good description can work wonders – not only sparking the imagination but also igniting the desire to own something. Furthermore, SEO in e-commerce ensures your offer is visible online. This is a crucial element in the game of customer acquisition.
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SEO in e-commerce – how to create descriptions?
Below, we've outlined the basics for creating descriptions for the products or services you'll be offering. Take them to heart (though perhaps it would be more accurate to write them down – on your fingers ;)), because a lot depends on them.
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Describe the benefits, serve up emotions
Create simple descriptions that will sell not the product itself, but the advantages of using it.
Write in the language of your audience
We buy from those we like. We can especially count on likes from those who are similar to us. In direct sales, you can leverage this knowledge, for example, by tailoring your message to the recipient. This applies both to the pace of your speech and the choice of appropriate vocabulary. What about written communication? The same. Write in your customers' words – ask for their opinions and create product stories based on them.
Step out of line
Include information in your descriptions that can dispel any doubts about the service, product, or shipment itself. This could include the model, required codes, price (seemingly obvious, but it is ;)), packaging type (if it's recycled—let us know, and you'll gain recognition), availability, and order fulfillment time (especially important in the pandemic and post-pandemic era).
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Use social proof
It's helpful to make a purchasing decision knowing that a large group of people have already tested this solution and can recommend it to their loved ones and other online users. Because if 93% say this product has improved their lives, why should it be any different for you?
Do you know that…
The report "Omni-commerce. I Buy Conveniently" states that consumers look for information in many places during the purchasing process, but the most common sources are search engines (20%) and friends' opinions (38%), with the latter being heavily weighted towards the latter.
The above tips apply to crafting descriptions with your audience in mind. Remember, however, that ranking on the first page of Google search results is only possible if you also properly manage crawlers. What does this mean in practice? You can read more about it in…
On the BaseLinker publishing house website , you will find, among other things, advice from Verseo on how not to get lost in the "e-commerce jungle".
Flip through the virtual pages of this guide and learn how to:
- Create descriptions for search engines?
- Measure the effectiveness of your actions?
- Optimize your e-shop?
Given the upcoming challenging sales times, implementing the solutions described in this article in your online store could be crucial in the fight for consumers. Competition is fierce, and it's only going to get fiercer.
Only the best will return with a shield. Polish your e-commerce and reserve your place in this distinguished group.
FAQs about SEO in e-commerce
SEO in e-commerce encompasses a range of optimization activities aimed at increasing the visibility of an online store in Google's organic (organic) search results. The primary goal is to attract users to the website who demonstrate genuine purchasing intent, which directly translates into increased sales.
Category pages (e.g., "men's running shoes") focus traffic around more general but extremely popular keywords. These keywords form the backbone of a store's structure. Products can rotate, sell out, and disappear from the offer, while a well-optimized category page maintains a stable presence and steadily builds a store's visibility and ranking on Google.
Copying pre-made descriptions provided by manufacturers or wholesalers is a serious mistake, leading to duplicate content. Because hundreds of other stores are doing the same, Google promotes websites that have invested in unique content. The solution is to gradually create your own unique descriptions that not only satisfy the algorithm but also answer customer questions and highlight the benefits of the purchase.
Long-tail keywords are very specific, multi-word queries (e.g., "black cordless electric kettle with temperature control"). Although they are entered less frequently than general search terms, they generate a significantly higher conversion rate. A user entering such a specific phrase knows exactly what they're looking for and is at the final stage of the purchasing process—all you need to do is provide them with the right product.
Internal linking is a network of connections between pages within your domain. It makes it easier for Google robots to index deeply hidden products and distributes SEO power throughout your store. In e-commerce, it's achieved through:
- Breadcrumbs menu
- Sections with related products (e.g. "Others also bought", "Similar products"),
- Links in store blog articles directly to promoted categories.
The most serious technical barriers include:
- Poor website loading speed – impatient customers abandon their shopping carts, which negatively impacts your Core Web Vitals.
- Lack of mobile optimization – most online purchases are currently made on smartphones.
- Incorrect management of an assortment that is no longer available – deleting pages of sold-out products without setting 301 redirects leads to a rash of 404 errors that irritate users and Google bots.
Summary
The above article covers the following topics:
- rules for creating product descriptions in e-commerce,
- a guide on how to effectively develop e-commerce, improve store visibility, analyze the results of your activities and implement solutions that increase your chances of winning customers.
