Search engine optimisation (SEO) not only plays a significant role in the growth of any E-commerce business; but also increases customer acquisition for online stores. SEO is a strategic and tactical method to maximise any website within the search engine result.
It is important to note that there are a couple of factors such as the on-site architecture, key words usage, page content, on-page HTML structure and inbound links; as well as the content within the domain itself, that are used to calculate the placement of the website.
In 2017 alone, research by Google showed that up to thirty percent of the traffic to online stores was a result of the unpaid traffic generated from careful search engine optimisation. Effective SEO is more than inputting the right key words on a web page. In fact, the world is moving so fast these days that the trends and demographics are changing so rapidly that key words get obsolete in an instant. In fact, website redesign is encouraged every two to three years. The goal is to maintain credibility with the customers that frequent your site. However, there are some misconceptions that can prove to be a major hindrance while revamping a website to increase traffic.
Content is Mainly Text
One of the most important things to have at the back of your mind is that content also encompasses images, videos, and other forms of information that form the backbone of your website. It is in fact what people see when they log into your site. Search engines calculate the worth of a site by looking at these pictures and videos. The key is to use a mix of text, images, and video content. It is not only attractive to the customers, but also has all the necessary elements to get indexed by the search engines.
Eliminating Content Has No Consequences.
Online stores that have already built a reputation with their customers and secured rankings within the search engines should refrain from removing content from aspects of their websites that are popular with their clients. Removing the said content has an adverse impact on the general traffic; just as much as adding new content might improve traffic. It is prudent to revise the content around the changing interests of the customer rather than deleting it entirely. One can do this by adding links, videos, and images that target specific clients within the demography of people that frequent the website.
Moving Content Has No Consequences
Moving large chunks of data from one page to another without taking precautions; such as informing the customer has the same effect as deleting the said data. The name of the website sometimes gets changed to conform to the new architecture. A 301 redirect is usually vital in minimising confusion because it redirects the customers from the old site to the new one very fast. Search engine directives are not changed but instead get redirected to the new location. Make sure that the customer never experiences a 404 error.
The Mobile Platform Doesn’t Matter Yet
Mobile and tablet use has already surpassed desktop usage. This upsurge in mobile use implies that while conducting a revamping process to your online store; it is imperative that you take advantage of the mobile platform to increase the traffic to your website. Adding aspects such as the ability to switch to a mobile version of the site, as well as creating applications, is a good idea.
The redesign process is sometimes a daunting task, but if done correctly, it increases business for online companies. The trick is to build upon the existing content and work with what you’ve got. For more information on SEO, or if you need help creating your new site, contact us today.