1. Do Versus Posts for Your Blog
Versus posts on your blog are a great way to get free traffic to your blog on your ecommerce site. These types of posts have moderate purchase intention so can lead to so genuine sales. Often these haven’t been optimised well for so you can easily rank 1 or 2 position. Basically these posts revolve around comparing two similar products of competing brands. Of course this works best if you sell both products you’re comparing. For an example let’s say you sell headphones at your online store. One of the biggest brands would be Beats by Dre. Try writing an article on Beats by Dre vs Sennheiser. But that’s not the only option. You could create a bunch of articles or one long piece comparing Beats by Dre to many alternatives. Simply typing in “Beats by Dre Vs” into Google and Google autocomplete provides the following suggestion for you:
Try typing one of your products into Google and putting “vs” after and see what content suggestions Google provides.
2. Write Click Enticing Title Tags
Often SEO is totally focused on getting rankings. But that’s only half the job, you need to entice people to click on your links. Firstly there is nothing more boring than simply a product listing as your title tag on the page. Add in more descriptive title tags that are relevant to your competitive advantage. Let’s take a couple of examples for the category “office chairs”:
A boring example would be:
Office Chairs – My Online Store
A better example would be:
High Quality Office Chairs for Home and Office Use – My Online Store
A good tip here is too look at the copy that ads show on the page. AdWords and PPC marketers focus heavily on optimising for click through rate so it makes sense to copy their strategy as far as title tags go.
3. Write Better Product Descriptions
Not having fully fledged out product descriptions is a massive mistake. We know that longer content ranks better. Of course you don’t want to stuff a bunch of keywords into all your product pages where it isn’t necessary. But you need to give something for the search engines to crawl. Furthermore adding more content will result in your product being found for more long tail terms. Sometimes knowing what to write can be a challenge. Create a comprehensive list of all the features and benefits of each product and add that to each page. You’ll be sure to see your traffic and rankings increase for these pages on your site.
4. Send Products to Bloggers for Reviews
OK so this is an old trick but it still works. Find bloggers in your niche and ask them to review your products in exchange for the product. The trick is to find bloggers who are not at the top tear. You want to find local bloggers, mommy bloggers, and mid-list bloggers. The top bloggers are pitched to so often that it’s a better return on effort pitching to mid-level bloggers.
There are quite a few ways to find influencers in your niche. Of course you can use Google. This method is great if you don’t have a lot of resources. Try using search operators such as:
“My Product Niche” + Reviews
“My Product Niche” + Blog
The Best + “My Product Niche”
Also try using tools such as time and location. If you’re based in the United Kingdom for example you may want to restrict your search to UK only domains. Also try restricting your search by time using. Look for posts in the last year so you know that these blogs are actively reviewing products. Make sure you go deep into Google’s results to find those prospects that aren’t pitched to as often.
Once you’ve compiled a list of likely resources it’s time to pitch to them. Each time you pitch it’s important to track the response from each blog. Some may ask for money, some may respond that the product is suitable and some may be happy to review your product. Always be professional and courteous to the prospects. Don’t spam their inbox, if you don’t get a response send a follow up, but any more than that and you’re wasting your time and being an annoyance.
As for pitching always personalise your pitch, and offer a value exchange and give offer some praise. In this case the value exchange is the product so you will get a fairly high success rate. Here is an example we’ve written up for the headphone niche:
Hi Game Equipment ReviewMy name is John Smith from XYZ Headphone. Great site you have here.
As a key influencer in the gaming community I was wondering if you would be interested in reviewing our new gaming headphones? I noticed you reviewed some of competitor’s products:
Link to Previous Reviews
We’d be happy to send you the new model and you can keep them once the review is done.
Let me know if you’re interested or your review guidelines
Feel free to use this example, but to be honest, I recommend writing your own 100% customized pitch instead.
5. Do Product Reviews Posts for New Products
If a new product is in the pipeline do a review. Not only is this an excellent way to gain free traffic to your blog, but if you get in early enough it’s a great way to leverage content for shares and links. Try entering any product into Google and autosuggest often includes review as the next option. To gain links and social mentions from this strategy you must be one of the first to review it. Ask your suppliers if they having any new models coming down the pipeline and ask to get a look before it’s released. Once the review is written find influencers in your niche using Buzzsumo and ask them to share and link to your post.
6. Create Buyers Guide Articles
OK this tips is good for directing tonnes of traffic to your blog that you can then turn into leads and sales. Think of this as affiliate marketing but done on your site. For this you need to be a larger online retailer that sells a variety of products from different brands.
I know this sounds kind of vague but let’s break it down. Say you are a retailer selling squid jigs. You probably want to rank for terms like “squid jigs for sale online” and “squid jigs online”. Whether you rank for these terms or not it’s irrelevant. But users looking for squid jigs don’t only use those terms. They also use terms such as “different types of squid jigs”, “the best squid jigs brands” or even the “best squid jigs for shore based fishing”. You’ve got a bunch of terms there that you’re going to rank for easily in your blog.
So you create an article around those long tail terms in a buyer’s guide. Take a look at this article on Suzuki 4WD Bull Bars by 4wd Parts Shop Online. This article ranks for a bunch of terms including Suzuki 4wd Bull Bars, Suzuki Sierra Bull Bars, Suzuki Jimny Bull Bars and more. This tactics work well for two reasons: firstly we know longer form content performs better in search. Two with the introduction of the rank brain algorithm having semantically related keywords is becoming a bigger ranking factor. In a buyer’s guide you will naturally include a bunch of related terms that will help your page rank but also attract traffic from those long tail terms.
7. Add Buy Online To Your Product Page Title Tags
Credit where credits due this tip actually comes from Brendan at Paretto ecommerce. If you’re an ecommerce store you should add the terms “Buy Online” to your product title tags. Why? Because it will get you more qualified traffic. It comes down to the sales funnel. Each time someone searches “product XYZ buy online” you can be pretty sure they have high purchase intention.
8. Run Promotions for Easy Links, Mentions and Social Shares
Everyone loves a good promotion, so leverage this fact for social shares and links. Whether it’s a heavily discounted item, competition or even a giveaway this can be a great way to get links and social shares. The key is to make the offer enticing. Once the offer is created reach out to influencers, Facebook groups, competitions pages and forums to promote your giveaway.
9. Use Schema Markup for Product Reviews
This tip is a great for getting more traffic from the same rankings. Using schema markup you can add reviews to each product page. Once setup correctly you will receive a star rating right there on the SERP that will entice clicks away from you competitors. Out of these results which stands out the most?
10. Write an Ego Bait Post To Gain Links and Mentions from Influencers
Ego bait is a bit of an unfortunate name for a strategy that is really pretty straight forward. Ego bait is simply praising other people or brands in your content with the aim of them returning the favor and mentioning you on their site or social networks. For e commerce this can be a great strategy for gaining links and mentions. Say you sell you’re a online retailer who sells fishing equipment and supplies. You might write a post on yours ite featuring “the top ten trout lures”. Of course linking to all the products you sell. Simply notify each of the brands that you mentioned their products. You will be surprised how many of them go on to share your content on the social media. This can be a great strategy for boosting the authority of this page plus driving referral and social traffic to your site.
Implement These Ecommerce SEO Tips
There you go. There’s a few tips that you can implement straight away to boost traffic to your ecommerce store. Following these traffics you will see a result. Remember SEO is about growing your brand online for the long term. A lot of these tips are targeting long tail queries and getting the most of your existing content.. Unless you are a major retailer this is where you can really make a difference in the short term for your ecommerce store. Furthermore all these tactics are 100% white hat so you will building a strong foundation to grow your brand’s overall reputation online and in the search engines.
Guest Author: Daniel Deelstra
Digital Coordinator at Marketing Mix
Daniel Deelstra is a keen digital marketer, SEO and entrepreneur. Daniel is passionate about business growth using all digital marketing channels. With qualifications in Marketing and Entrepreneurship Daniel is always looking for innovative ways to communicate with customers and provide value. Whether that be through social media, search marketing, content marketing or paid traffic. Daniel knows the important thing is whether the channel is effective at driving sales.