9 SEO errors in the online store

How to Avoid Duplicate Content, Slow Page Speed, Boring Product Descriptions & Co, and Your Online Store Rock Organic Search Results.

Online shops and search engine optimization go hand in hand. Without SEO, the best shop system does not help. Every day, your customers are looking for products and have to choose between many providers. If then certain parameters are not taken into account, one goes down as a supplier with its products in the broad mass of organic search results. If one avoids a few well-known SEO errors in advance, one avoids so many search engine trouble in hindsight.

1. Duplicate Content

Duplicate content refers to identical documents with different URLs. From an SEO point of view, this results in several disadvantages. If your site has the same content as others, it can be devalued by search engines - resulting in a poorer ranking.

Duplicate content can also reduce crawl activity. For example, Google Bots can not visit your website indefinitely. Therefore, there is a certain crawl budget. Once this is used up, the bots will leave your website.

Tip: Use unique, individual texts. Users like to look at differentiated offers and then opt for the most appealing. With a higher click-through rate and a low bounce rate, your online store's chance of being found better in organic search increases.

2. Missing product reviews

Shoppers love product ratings and value this great value. Reviews are read before the purchase and are included in the purchase decision.

With the help of customer voices, you achieve a continuous and consistent enrichment of your product description.

Therefore - product reviews keep the pages alive and help to unique content.

3. Long loading times

Page Speed is still a major ranking factor for search engines. Online shops are packed with pictures, subpages, scripts, etc. Here you should pay attention to keep an eye on the page speed and if necessary to carry out optimization measures.

Here we show you how to do it.

If your site takes too long to build up, potential buyers will leave them sooner than you'd like. Low Page Speed is an absolute no-go SEO.

4. No optimized rich snippets

Guild Snippets are the advanced form of your snippets (snippets of your site in organic search results).

You can use the following information in the text preview of your rich snippets:

  • Products
  • reviews
  • authors
  • Prices
  • videos
  • recipes
  • Events

With Rich Snippets, as an online store owner, you have the wonderful opportunity to differentiate yourself from other search engine results. The attention of visitors is directed to the rich snippets of your online store, even if your website is not ranked # 1 in organic search.

The more clicks you can generate, the better. Google is aware of the higher CTR and sees your website as an interesting crawl object. This increases the likelihood that your online shop will also achieve a better ranking in the organic search.

Tip: Work with the Google Search Console data highlighter.

5. Lack of product descriptions

Please use unique content! This is especially in online shops the ups and downs.

We all know this: when searching for specific products, users compare the offers of various online shops. The decision is quite difficult for them if the description texts of the products are similar. Stand out from the crowd here is the SEO motto and at best not take over the product descriptions of the manufacturer.

Tip: Perform a term weighting analysis (WDF * IDF). This will help you optimize your content and help it become more unique.

Bonus Tip: Own product descriptions for mobile views

A desktop view offers plenty of room for detailed and individual product descriptions. Use this area with attention to good structuring.

On mobile devices, things look very different. Who wants to fight through his long texts on his mobile phone? Certainly nobody.

Online shopping with mobile devices is widespread: Use the waiting time at the doctor's and have a quick look online in your favorite store for a summer sale. Therefore, it is advisable to use abbreviated and meaningful sentences. This positive usability lets users stay longer on your mobile page, which the search engines like to see because of the low bounce rate. And zack ... is already the chosen product in the shopping cart on the way to checkout.

6. No focus on shop visitors

Content should be written primarily for the customer. Create emotions for the reader and move away from pure fact-oriented, rigid product descriptions. Previously, the focus was on keyword density. But this has almost no influence on the ranking result. Paving a text with many keywords makes 2017 absolutely no more sense. Has it ever ?!

Interesting, crisp and short product descriptions wants to see the potential buyer. He feels that way. That then also increases the conversion rate. The most important passages should be visible. The remaining product description is displayed when the linked button is clicked. Google prefers obvious text fields to the hidden ones. "Keep it clean and simple."

Structure your product descriptions. The user feels lost with and in text deserts.

Try the following tips:
  • Give room to your lines. Distances are always good for our eye.
  • Emphasize individual words through greasing.
  • Work discreetly with color, if appropriate to your shop.
  • For example, consider the benefits of your products and use bullets

Tip: Above all, put emphasis on a search engine optimized and user-friendly description of your category pages.

Users sometimes do not know what they are looking for or are inspired to inspire. You then land on your category page and feel in good hands due to the individual product descriptions or alternative offers. You will look at your page and stay longer. This in turn is a positive ranking signal for Google and other search engines.

7. Neglect of internal linking

Use the power of the internal linkjuice. With links to relevant subpages you show the search engine bot which content and documents are worth being crawled. Also the user will thank you. Internal links support a good user experience. Link to manufacturer pages, to similar products or products in category "You might like it". You show the visitors and the search engines where your priorities lie. Usability is rated positively by the search engines.

8. No speaking URLs

The URLs of your product pages should also contain the appropriate keywords. Supplemented with eg product name, brand, manufacturer, etc., it will then become a "talking" URL. According to Google's John Müller, the talking URL is not a critical ranking factor, but it should not be ignored. The user establishes a connection with the content of your website and can therefore remember it better.

9. No image optimization

Online shops live from their pictures and product descriptions. Try to optimize your images so far that the loading time is low. If the visitor has to be annoyed about the slow build-up of your website in advance, it will most likely crash quickly. This is a negative ranking signal for Google.

Do not forget the ALT attributes. Search engines can not read image files and therefore use the descriptive alternative text in order to be able to classify the image correctly. Visually impaired people can read ALT texts of the pictures. ALT tags are a great way to re-package the most relevant keywords. That makes sense for the image search. Search engines can correctly assign your optimized product photos thematically and display them at the user's specified search request.

Important: Please do not use keyword stuffing. Generally not - and not here either. The ALT tag should definitely contain the main keyword. The motto is also here: short and useful alternative texts.

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—    Mihika Iyer