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Sometimes E-commerce websites seems quite power consuming to manage but really what makes it worth distinguishable, looks for the effective information architecture followed by SEO as well as content marketing strategies that can be consider to bring robust changes. Although it always does not look for the financial resources but yes it really looks for a robust strategy!!!These strategies are quite significant and can boost your website for a long-run survival. But with utmost initiation, it is quite important to understand the basis difference between e-commerce website and regular website:

Difference between regular and e-commerce website

Although we have earlier taken the initiative to distinguish between SEO and ASO and delineated some tips and tricks to dominate the App Store in 2017. Analogously in case of e-commerce websites, clients are more likely to get perplexed to distinguish between regular and e-commerce website. There are various things which clients do not take maiden before proceeding with e-commerce projects. Technical factors such as SSL configuration, hosting, site architecture and photography are the key to consider and modulate with other websites.
Difference between regular and e-commerce websiteAlthough it is taken as a myth when it comes to consider shared hosting cut it for eCommerce projects. Taking the inspiration from woocommerce – seo tips  as well as other ecommerce platforms are full-fledged web applications and looks for sufficient server resources to maintain the synchronisation. Hence skimping on hosting is not so good idea as far as e-commerce site is concerned.
According to Fluper, payment gateway and SSL certificates are considered to be the two essential things while considering e-commerce site. Some SEO specialists are whilst recommending all sites having SSL, now that Chrome is exhibiting “Not Secure” warnings for non-HTTPS sites.  Hence a considerable time must be dedicated for Payment gateways and must be planned ahead of time. So, what is taken to be an extra from regular marketing websites apart from payment gateways, is test transactions which is an additional step and not available in regular marketing websites.
How to boost targeted Traffic in E-commerce by utilising tips and tricks of Ecommerce Store?

Step1: Research

While an SEO work irrespective of on-site or off-site began, it springs up two types of research-Keyword Research and competitor research.
Keyword Research
Keyword Research is considered to be one of the most important, and valuable activities in the search marketing field which ensures high returns since right keyword ranking can make or even break the website. With comprehensive research, it helps to easily identify the market’s keyword demand. It also helps to understand the appropriate terms and phrases in order to target SEO.
It’s not always just getting visitors into the site but getting the right kind of visitors are quite essential. Without overstating the usefulness of the intelligence there are some more benefits:

  • It nails keywords for blog topics
  • It avoids keyword cannibalisation
  • With keyword research, a shift in demand can be predicted.
  • Understanding the reaction of dynamic market condition
  • Content that web searchers are hunting eagerly.

Competitive Research
If you are accomplished with the keyword research, then you are half way through the competitor research:

  • Compiling all those keywords that competitors are appeared to be using with SEO strategy. But there are few queries which must be answered for instance if they are having a higher Domain Authority (DA) or their web pages have higher Page Authority. In case the competitors have significantly higher DA or PA, then it would be rather a good idea to dedicate your efforts on other keywords, since competing with those keywords can be considered arduous. So, it would be good idea to try the keywords easier.
  • Pull out list of the places where the competitors are getting their inbound links. But before that, a low DA site must be deleted before reaching the sites according to the list.  This is because an inbound link with low DA score can actually prove to be quite detrimental and can harm the ranking of Google because Google may suspect your website to be a bad site since a bad site is linking with you.
  • Have a look at the competitor’s site architecture especially in case of E-commerce site. Since the site architecture depends on special product in a particular category, top rated products, related products and products that are recently viewed. Hence look for the route that are being complied by the biggest companies within the industry and later decide in case you want to modify the route.  

Step2: Identifying the current status

After the keyword word and competitor research, now it’s high time to identifying the current status of the website and problems that are needed to be fixed accordingly.
Quickly identify the site errors:
Screaming Frog can be utilised to find the site error. Although it is free to use and will entirely spider the website’s link, images, CSS and apps from an SEO perspective. It will provide the summary of data which includes redirects, errors, missing heading tags and duplicate pages. It would even improve usability and conversion rate.
Determining the website speed
It must be very well considered that visitors are no likely to hang around the website. The customer will go back to Google and try to find the faster website which is more likely to be the competitor’s.
In case it takes more than 3 seconds, then the speed can be increased by purchasing more server space, reducing the image and file sizes or employing different CMS

Step 3: On Site optimization

In Search Engine Optimisation, On-page optimisation refers to the factors that have an impact as far as website or web page is concerned relied on natural search results. Those factors are controlled by SEO personnel or by coding on the page, for instance actual HTML code, keyword optimisation, Meta tags and keyword density.
On-site content optimisation
Hence On-page customisation is considered to be the second step after research. With On-page optimisation, it ensures the content of online store is not only easily readable for the search engine crawlers but primarily focuses on information architecture like Textual content, images, videos, Social Media Integration, and Internet Linking. As far e-commerce website is concerned, it must be custom designed. Simultaneously CMS help in the optimisation of loading time, page title, web page size, URLs, alt tags, image as well as product description. The main spirit of ecommerce business is proper categorisation of the featured products.

Step4: On-site content optimization

Apart from saying something noteworthy. You can’t dedicate yourself to write for the search engine and even focussing on the readers that cannot cater the ultimate objective. So, you must focus on establishing balance between two and show them that you have valuable information for them. Hence the content must be:

  • High quality SEO: Since algorithm has changed with the dynamic world, hence you must write something of value in case you are writing to rank well.
  • Keyword stuffing must be avoided: you are trying to bone up your keywords into the blog post, you will certainly end up penalising the search engine.

Although, it must be kept into the mind that Search Engine prefers websites that provide not only fresh but quality content. According to Fluper, it recommends paying extra attention on On-site content optimisation and warned against copying the content since content duplication is strictly forbidden.

Step5: Social media optimisation

Online marketing is all about awareness and visibility. Although most of the people find your business online with three medium:

    • If the company ensures its presence on top of the list of Search Engine Results.
    • You’re recommended by another person or website
  • They might know about your company.

Social media optimisationSearch Engine Optimisation is a set of strategies to bring more and more people into the website and improving the search engine ranking. Social Media Optimisation can be considered as a part of SEO and is dependent upon social networks and their exponential increase into the business. This attribute of optimisation deals to improve the company’s presence as well as online reputation that can be established through interactive communities for instance Twitter and Facebook. Even blogs and forums and anywhere the company is mentioned should be linked socially.  
Hence apart from brand visibility, SMO helps to generate leads as well as increasing sales. So Social Media Optimisation enables to trust and long-run survival into the industry.

Step6: Link building

In case you are concerned with internal linking which is although a part of the On-Page Optimisation when the pages of the website is linked with other pages of the website. This internal linking helps to establish anchor text which is beneficial for external link building.
Although internal link is linked externally hence internal linking must be used sparingly. So it would show detrimental effects if all the pages are packed with internal pages. It must be clearly understood that Google is smart enough and consider that something suspicious is going on which would have impact on link building.
As far as link building is concerned, you will more likely to be concentrating on earning valuable inbound links, when it comes to link building. Hence not only Google will penalise with the low quality sites that you are linked with, but even referral traffic cannot prove to be beneficial for the business. Although low quality sites can be easily identified which tends to be containing full of ads, and poorly written content.
As far as guest posts are concerned, proving amazing quote of the story, putting a great info graphics, and co-authoring a research study can prove to be somewhat beneficial for the link building. There are few types of links that are best accommodated for e-commerce websites. For instance Product reviews, Awesome Content, Press mentions, and Broken Link building.

Step7: Eliminate duplicate content

Although it won’t be surprising enough that E-commerce SEO professionals face serious issues with duplicate content and even thin or low quality can cause irrecoverable search engine rankings. Now Google, Bing and other search engines are transforming into a sophisticated tool since they are rewarding quality and authentic content for indexation by their search bots.
Eliminate duplicate content
Duplication port of content is considered as a natural phenomenon especially in case of e-commerce since the site is using the same name as hundreds of other e-commerce websites are using. Hence a small portion of duplicate content is really inevitable. In order to counter these problems, then robots.txt can be used which blocks areas that has created duplicate content.
Similarly Canonical URLs are equivalently important in order to track URL. They are also helpful in fine tuning indexation as far as category pages URLs are concerned where sorting, functional as well as filtering parameters can be added to the end of the base category URL in order to produce particular ordering of the category page. Hence while ensuring that these Canonical URLs is same to the base category of URL that will certainly prevent search engines from indexing these URLs.

Step8: Considering multiple Sources of Traffic

Although various affiliate marketers overlook the fact that there are various other ways to get traffic apart from Search Engine Optimisation as well as Pay per clicks. The entire air of affiliate marketing is to enhance sales rather than just to get search engine rankings. Targeting excessive keywords through the official website and receiving decent ranking is not a cup of tea. One key that would boost affiliate marketing campaign is not to keep all eggs in one basket. So multiple sources of traffics includes:

  • Posting on forums
  • Traffic from social interaction
  • Guest posting on Blogs

Step9: Best optimisation tools

Although there are innumerable SEO tools in order to optimise the ranking. Few of the most popular optimisation tools:

  • Screaming Frog
  • Open Site Explorer
  • Authority Labs in Monitoring
  • Mergewords
  • Buzzstream

These optimisations tools are efficient for web development and using a combination of these tools can help to streamline SEO process and also render data that are necessary in order to make smart decisions to get a better ranking.

Step10: Regular monitoring

Irrespective whether marketing promotion or communication undertaken, it must be monitored regularly. Likewise you spent well on the budget and respond to the changes, this is also in case of SEO. You might not be aware when Google will decide to change the algorithm. Hence target keywords, landing pages, external sources of traffic etc. are constantly tracked and are considered as area of fluctuations and improvements. Apart from these overall traffic, visit duration, bounce rate and exist rate must be analysed on a regular basis.
Owning an ecommerce store has a lot of incentives which also leverages an existing online presence with minimum overhead expenses while comparing to the traditional retail shops although unlimited revenue potential but vulnerable enough to fluctuations. So the aforesaid strategies of Search Engine Optimisation is effective enough to generate sufficient traffic and end up maximisation of profit.
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Vinay Kumar

Being a Web Tech Lead and with a relevant experience, Vinay Kumar has gained the art of team and project handling to get the best out of them. During his career, he never stops learning new things. Talking about his interest, he is currently exploring innovative technologies that can bring transformation to businesses.

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