Many entrepreneurs and e-commerce professionals already find it tricky when it comes to SEO for virtual stores, is not it? Now that we are going to talk about on-page SEO, things may seem even more difficult.
However, their definitions are far from complicated. To begin with, SEO is the set of practices used to make a website and its respective pages organically rank better in search engine rankings.
On-page SEO is a variation of SEO that is restricted to a series of techniques that modify the internal aspects of a website.
Has that made things any more enlightened for you? Anyway, to help you better understand the concept, benefits and techniques of on-page SEO, keep following this text!
#What is on-page SEO?
On-page SEO is the SEO that works the internal factors of a site, such as page titles, title tags, meta descriptions, images, URLs, content, keyword distribution, internal links, product descriptions and much more .
They are practices that work with aspects over which you have full control to insert, modify or delete in your e-commerce.
It differs from off-page SEO, which takes care of the store's external features. In this variation, you have very little control over the results produced, since it depends on mentions, shares and links received from other people, brands and sites.
The main purpose of on-page SEO is to increase the chances that Google and other search engines match your pages to the right searches, that is, the ones that are made by the keywords you choose and are used by your audience.
Because it deals with aspects within the site, many of them are related to technical issues. So if you are not sure, always consult a specialist.
#What are its benefits?
Basically, the reasons to capitalize on on-page SEO are the same for SEO. This means that the strategy must be well crafted to make your e-commerce receive more hits and organic conversions.
Being one of the first search results on Google also increases the credibility of your store. After all, users understand that because it appears right away, it is because their content or offerings are relevant to that search.
Also, once your e-commerce reaches the first page of Google, the results (visits, leads generated, sales) continue to be produced for a certain time.
But be aware: being in a good position does not mean that you will be there in a while. You will need to continue testing and continuous improvement, otherwise you may drop some positions and lose sales.
Lastly, SEO tends to cost less than sponsored links, so this leads to lower acquisition costs for customers.
All of these points differ totally when we talk about sponsored links, after all, besides expensive, you will always depend on them. If one day you stop making ads, your billing will stop at the same time.
Lastly, we can cite as a benefit of a well-aligned on-page SEO delivering a better experience to the user. After all, Google and other search engines hardly reward a website or a store if the usability of their pages is bad.
#What are the top SEO techniques on-page?
As the list of internal factors is huge, let's focus on just 5 practices that you work on your store's on-page SEO. Check it:
Let's think that Google wants to deliver the best page to the user. So how does he think? Well, we can consider that if he went into the store and sailed, that's a good indicator, correct?
Now, if he waits, waits, waits, and the store does not open? For Google this is a strong indicator that that page had no relevance. Therefore, speed is a deciding factor.
And did you know that a survey showed that users tend to wait up to 2 seconds before they can start navigating the page? What is the average loading time of your store?
If you do not have this information, you can use tools such as WebPageTest and PingDom, as well as Google PageSpeed, which can provide insights for improvements.
#Time spent on the page
Let's try to think like Google again. How will he identify that page A is more relevant than page B for the search "refrigerator brastemp 110v"?
Well, do you agree that if the customer has accessed page A, it has been twice as long on page B as it has navigated through dozens of other pages in the online store, is the interest in page A more likely than it is on page B?
Yes, both on-page and in-store time influence SEO. For this, usability should be an important factor in keeping the customer engaged during navigation.
#Create optimized titles.
Did you know that one page can have up to two different titles? Yes, there is the internal title and the title tag (or SEO title).
The first template is the one that appears to the visitor after he accesses the page and is about to consume the content of it. The function of this title is to reinforce the public's interest in continuing reading.
The second type is the title that appears in search engine results. This has a more inviting function, needs to be shorter (63 characters at most) not to be hacked by Google and should contain the leftmost page keyword possible.
#Be explanatory in your meta descriptions
The way a meta description is written does not directly influence Google's algorithms to rank your page better or worse.
However, it is very important because it is the space in which you have more freedom to convince the public to click on your links.
This description should be approximately 155 characters long and summarize, in an informative and attractive way, the content of the page. In addition, you can include a CTA to reinforce the invitation to the user.
An example of a bad meta description is: "Incredible product to use in your home. Buy comfortably and safely."
Now an example of a good option: "More than 2,000 items with discounts of up to 10% and installment up to 12x without interest, with comfort and security."
Probably the second option will attract more clicks and generate more users for your virtual store.
#Write friendly URLs
A friendly URL is one in which as many search engines as people can interpret easily.
In addition, it is important that it is also short, related to the title and content of the post and does not contain numbers, spaces and special characters.
Therefore, when you develop a sales page for an air conditioner, do not let the page link be "www.yourstore.com/products.php?category=3". It will be much better if it is "www.yourstore.com/ar-conditioner-brandX", ok?
Optimized images have two enhancement functions in your on-page SEO. One is that they can reduce the loading time of your pages; Another is that they facilitate the reading of the images by the search engines.
The first function has to do with the reduction in file size. As an e-commerce usually has many exposed images, it is not very cool to have several such files with 500kb, 1mb or more than 2mb. Using image optimization tools, you can reduce their size without losing much quality in resolution.
The second function is more specific and focused on the descriptions of the images. The point here is that search engines do not read images as we see them. They need our help, our description so the pictures make some sense.
It is therefore recommended to place a title for the image as the filename (for example, air-conditioning-markX-front.jpg) and describe the content of the image in your alt text tag (if possible, key).
#Make internal links
Building a network of internal links is important to make the navigation of visitors more fluid and lasting.
After all, with related content connecting, users can have a more enriching learning and consumption experience.
This also facilitates the knowledge of other pages on your site by the search engines. What's more, searchers understand that your site has a lot more interesting content to offer. This increases the relevance of your domain and your pages.
#Common SEO mistakes on-page and how to avoid them?
In order to do well-done on-page SEO, you have to guard against certain failures. The following are three of the most common:
#Exaggerate the use of keywords
In the old days, a very high density of keywords in a content even worked and it helped the websites to rank better in the search engines.
Currently, Google values the quality of the content and, if the frequency of occurrences of the keywords disrupts the naturalness of the reading, the site will be punished.
The search engine can do semantic analysis of the keywords. Therefore, synonyms and directly related terms should be used.
#Keep the internal and external title always the same
Titles may be different if the CMS module (content management) of your e-commerce platform allows this type of modification.
The configuration of the two types of titles is usually different, much depending on the limitation of the characters and the use of the keywords.
#Thinking that the higher your content, the better your placement
Anyone who starts researching about SEO may end up coming across some searches that spread myths over the internet.
One of them points out that content with approximately two thousand words is ideal to position a page well in search engines.
However, the point in question is not the amount of words themselves, but rather how more detailed and informative content usually pleases the public and the search engines more.
The on-page SEO is the first step to be given in an SEO strategy for your e-commerce. After all, it is necessary to rearrange the house itself, make it attractive for the search engines and deliver a good experience to the visitors. This way, the way will be easier to create an authority based on external influences.
In addition to on-page SEO, several other factors directly and indirectly influence conversions in an e-commerce. To learn more about this, download our free 25-Step Infographic to increase the conversion rate of your online store.