Ecommerce is a vital platform for the growth of every industry now and on-page optimization is very important for achieving success on this digital medium. Correct steps adopted for on-page SEO can elevate the rank of a commercial website on major search engines. On-page SEO can attract more visitors to a website and make them engaged with web contents, resulting in more lead generation and business profits.
Normally, common internet users prefer to do a bit of research on Google about every product before buying it online. They compare the prices and all features of all similar products offered by various shopping sites. They also go through the customers’ reviews on those products and even try to find effective tips regarding the use of these items. Hence, more customers will be interested to buy products from a website if they find all these required product information there. On the contrary, a website lacking such details will not be able to draw the attention of customers and will lose potential business.
Vital factors that influence successful on-page SEO
Optimization of keywords – The uses of relevant keywords help people in pointing out a website when they are searching online for specific products. The use of right keywords in web content can render better visibility to that website. Hence, it is a prime aspect of SEO optimization of a site, which is essential for increasing search engine ranking and attracting more visitors to the site. Some Keyword Research tools can help SEO experts in finding the best keywords for their clients. Ahrefs Keywords Explorer, Google Trends, Google Search Console, and Keyword Shitter are some of the examples of useful keyword research tools that are available online. It is advised to place the chosen keywords on the title, subtitles, and in the paragraphed or bulleted product description uploaded on a website. It is better to include keywords in the shipping charge, image name, Meta title, and backlinks inserted in the web content so that people can easily find all information while searching online with these prime keywords. However, too much stuffing of keywords may have an adverse effect on potential customers. The keywords should be upgraded regularly in web content, according to prevailing sales trends.
Suitable web contents – The web content should be prepared according to the common interests of customers. It is better to scrutinize the websites of competitor industries for getting relevant ideas in this regard. If the target audiences speak diverse languages, the product descriptions and other vital information should be posted in multiple languages for their convenience. The designs and colors used on a website should support the nature of web content, which is based on the products offered on that commercial site. On-page SEO of the website can be upgraded by removing the products from the uploaded products’ list if those items are presently unavailable for sale. The sitemap or the model of a website may be arranged with the help of Google Search Console, mainly for organizing all the web pages with definite numbers.
Upgrading of product pages – Since the product information is the main matter of interest of customers in a commercial website, an SEO expert should regularly upgrade the products pages of clients’ websites. The category page needs more attention than the homepage or landing page of that site, as the catalogs of all offered products are exhibited there. The sales conversion rate should be monitored, which shows the ratio of visitors to buyers on that site. The time for which visitors remain engaged shows their eagerness of buying the featured products, resulted from the effectiveness of on-page SEO. The ratio between the number of visitors and the amount of revenue generated is also considered while improving the category page and product pages.
Blogs added to the website – Blogging is an important SEO tool that can help in enhancing the rank of a website on search engines. Only high-quality SEO blogs should be added to a website where vital information about the products and solutions to major customers’ queries are mentioned. Only the most relevant keywords should be inserted within these blogs so that interested readers can reach those sites easily. The blogs should be also visually attractive to the visitors, by adding suitable images that make the texts clearer to readers. The presence of relevant backlinks also makes a blog more successful for on-page SEO of the website. However, no grammatical error or wrong product information should be seen in a blog.
Perfect Meta title with a brief description – The Meta title is important in a website that is displayed on the top of the webpage and the first thing to be noticed by a viewer while searching online. Hence, this Meta title should increase the curiosity of visitors and encourage them to go through the entire web content. A summary of the web content should follow the Meta title, to rouse the interests of visitors that will compel them to click on the given link of that website.
Header tags of a website – Numbers of header tags are added in web content make the site look neatly organized. These headers draw the initial attention of visitors to the web content and thus, it is essential to create intellectual headers that will make a website optimized for major search engines. Each header should tell about the specific part of the web content that will be following that header tag. Hence, it is desired that a header should contain a vital keyword. It is seen that Google, the largest search engine credits better ranks to websites containing interesting header tags.
Reviews of customers added – The positive and negative reviews of customers are very important in influencing the minds of potential customers. Hence, only impartial reviews stating about both the pros and cons of products seem to be more reliable to readers. Too much praiseful reviews may make them suspicious about the authenticity of those customers who had posted those reviews. However, negative points should be the least in number so that target audiences may overlook those faults. So only 5-star ratings should not be visible on a website and all lesser ratings are equally necessary for on-page optimization. Original reviews from both satisfied and a bit unsatisfied customers help in increasing the SEO ranking of a site. Usually, all customers are asked to post reviews after getting the delivery of purchased products from a website. It is the job of an SEO expert to keep only the best reviews that contain the prime keywords and discard the rest. Email marketing is an effective tool for achieving more reviews for elevating SEO of a website.
Regular inspection of a website – The web content should be scrutinized at regular intervals by an SEO expert, who can judge the present effectiveness of that content. All the obsolete facts should be deleted from the website, replacing with current information about the products. Hence, monthly, quarterly, or annual inspection of the web content is essential for keeping the website fully updated. The reactions of visitors, including their clicks to view the web content, time of lingering on that website, comments or queries, and interests to buy products help in further upgrading the site. The points of customers’ queries can make topics for the next blogs to be published there. The web content of the competitor websites may provide with more relevant ideas in this matter.
Optimization of web images – Accurate optimization of images is necessary for making a website more user-friendly for visitors. Moreover, one can browse through the webpage very quickly when suitable images are chosen for inserting into the web content. PNG and GIF formats are most popular among all types of web images, mainly for the large and colorful ones on all websites. However, the photographs are preferred to be in JPG format only. Sometimes, images need to be compressed to fit the web design and contents, for which the use of online image compressor tool is recommended. The photos of products should be very clear and it is better to take these photos from various angles so that customers can have a view of the entire object. Hence, it is better to hire a professional photographer to take photos of all products to be displayed on a commercial website. The inclusion of main keywords in the captions below these images is another important technique of on-page SEO.
Inclusion of relevant videos – The insertion of suitable videos can make the web content more interesting and engaging for visitors. However, these videos should be only in MP4 format, as the shortest videos can be created only in this format type. Since now people visit websites from smartphones too, it is advised to compress the video files to fit into the small mobile screens. If videos are taken from YouTube or any other similar website, it is best to edit and cut short these videos to fit into a website comfortably. It is best to include videos that show how to use or take care of the products that are displayed for sale.
Make the website user-friendly – The popularity of a website largely depends on the user experience while visiting that site. An SEO expert takes note of different aspects for analysis of web traffic; like the average time spent by visitors on that website, most viewed web pages, bounce rate, and success of CTA strategies. Since only technical faults are not the reasons of poor analytical results, the SEO expert needs to discuss with the digital marketing team also, along with the web development team of the company. All the negative features should be marked and eliminated to make the website more user-friendly. The poor web content, non-working buttons, and the presence of too many ads may turn away the web visitors.
Easy site navigation – The visitors should find it easy to navigate through a website so that they can go through the entire web content. The main menu of the site should bear the names of all displayed products and names of important sections, which will enable viewers to jump straight to the required part of that website. They should be able to navigate through shortcut routes to their desired product descriptions, which will save their time and effort of browsing the entire website.
Insertion of internal links – The internal links help visitors to go easily from one webpage to another. Thus, the navigation becomes simpler for visitors and they feel more inclined to visit those web pages when they see these internal links on the homepage of a site. Even search engines find it easier to check the entire web content of all pages before crediting the SEO ranking. The presence of different internal links manages to retain the interests of visitors, even if they are not satisfied with any particular webpage. The internal links also help to place the keywords in most visible positions on the web content. However, the inclusion of too many links can also spoil the standard of web content. Thus, internal links should be placed only where needed and these links become most engaging when accompanied by suitable images.
Offer of related items for purchase – When a customer is buying a product from a website, it is wise to show him/her some more items that will be related to the originally purchased product. This is an intelligent technique of boosting the revenue of commercial companies, as often people feel interested to buy those products as well. The display of only the names and images of these related goods are enough to draw the initial attention of customers.
Vital pages featuring FAQ and contact details – Generally, customers have many queries about the products and it is best to post solutions of these common questions in the FAQ page of a website. Likewise, all the contact details of a commercial company should be present on the Contact page of its website so that customers can contact if necessary. It is also desirable to have a webpage with the title of ‘About Us’, which will provide a brief idea about the company and its reputation in the market.
All these web contents and features should be compared with that of other competitors’ websites while developing the on-page SEO of a commercial website. There should be a search bar on the products’ catalog so that customers can easily find their required items from the long list. All these features of on-page SEO can ensure huge success for a commercial website.