As part of the BlendWebMix 2021 event, Patrick Valibus, founder of 410 Gone and Thomas Follet, sales manager in France for Adobe Commerce / Magento, spoke at the conference “SEO and Magento, 7 accelerators for your online business”. In-game: 7 tips for optimizing your e-commerce website.
1. Optimize your homepage and website-wide traffic
To optimize traffic to his site, it is necessary to be aware that most visitors do not come through the home page. Most internet users will come to the product page upon request. The homepage will be used for more general and cross-sectional searches. Therefore, the shop window must be focused exclusively on the brand to display promotions and news, but also to distribute links throughout the site.
Another important thing is to work on queries and segments that will meet the needs of users. For this, it is possible to “scrape Google” in order to collect frequently asked questions about one or more products, process them and answer them in order to attract the attention of your target. It is also recommended that you position yourself well, that you respond to the request with the opposite attitude about the content of other competing pages. This includes choosing the terms used to segment the product. It is important to favor the language as close as possible to the language of potential buyers and therefore simplified.
2. Observe internal networking and product recommendations
To design an effective internal link, it is important that the e-commerce site offers product recommendations in accordance with the product list consulted. Semantic analysis is necessary for these recommendations to be successful in order to assess the percentage of similarity of terms between products. It is possible that what seems coherent at the business level, such as recommending a bag below the product list on the console, is not necessarily relevant in terms of SEO.
As such, cross-selling through machine learning systems is expanding. This system implements continuous A / B testing and allows the travel user to guide recommendations, in order to offer advanced product proposals.
3. Choose the right e-commerce platform
Today it is possible to choose between three types of platforms:
- SaaS: a cloud-based and managed third-party software solution. This type of platform is usually subject to a monthly or annual subscription. Its main strength is the rapid implementation of the online store because all you need to do is “upload” your catalog before you go online.
- CMS or open source platform: a solution that allows you to have complete control over your site, to choose the host and type of server. Installing this type of platform requires technical skills, but the scope for customizing and implementing functionality is huge.
- PaaS: a hybrid platform that combines aspects of the two previous platform types.
One criterion should be preferred: the ability to perform log analysis. This process allows you to anticipate the arrival of Google updates, to understand how Google perceives your site, but also to discover SEO problems and opportunities, especially by identifying parentless pages or even missing backlinks. Note that the SaaS solution does not allow this type of analysis.
4. Sell on other channels
There are several ways to achieve visibility through other platforms:
- Through the “buy on Google” feature, available specifically in the United States,
- Choose influencers for ambassadors,
- Target markets such as Amazon, Cdiscount, Fnac, Etsy, depending on your sector,
- Aim to join and let content publishers get the job done,
- Do dropshipping (for example: by offering a landing page with quantity prices, especially if you are your own manufacturer).
Precautions should be taken before selling on the market: copying and pasting product sheets is not recommended. Duplicate content is strictly sanctioned by Google.
5. Personalize the user experience in the age of GDPR
Today, most internet users refuse to authorize cookies. However, it is still possible to customize and personalize the user experience. Indeed, it is possible to take advantage of some, even minimal, people who accept cookies and use so-called “LookAlike” algorithms. This method of targeting, highlighted by Facebook and Google, allows existing web data to be used to improve e-commerce segmentation and focus on a similar audience.
6. Go to multiple brands or multiple stores
It is quite common to see e-commerce websites turn to multi-brands or multiple stores, especially through international launches. This approach requires attention to certain points:
- Prioritize subdirectories: the subdirectory is a separate directory from the main content of the page and appears after the root URL of the page. Promotes the influence of domain names in SEO referencing.
- Manage product sheet translation: special attention must be paid to this by choosing a translation using artificial intelligence with proofreading by a local person and by having his “product tops” translated by a local person.
- Adapt to the customs of the country: it is important to offer a method of delivery and payment depending on the country.
Launching several brands has numerous benefits. This allows you to manage your own competition, but also to create an ecosystem of sites that link to your various activities. The key: increased presence in Google results and the virtuoso circle effect.
7. Make shopping easier
An e-commerce site should always aim to make shopping easier. With the health crisis in particular, e-merchants have had to adjust and set up new payment options such as cryptocurrency transactions or support for lunch vouchers and various restaurant card media. This also applies to delivery methods with the advent of click and collection or the increasing use of relay points.