Wednesday, September 25, 2019

25 of the Best, Free Keyword Research Tools (2019 Edition) - Social Media Today

25 of the Best, Free Keyword Research Tools (2019 Edition) - Social Media Today


25 of the Best, Free Keyword Research Tools (2019 Edition) - Social Media Today

Posted: 25 Sep 2019 12:08 AM PDT

While search algorithms are always evolving, keywords remain a fundamental element of the process - and as such, of your search engine optimization efforts.

And while the more technical elements of SEO require a higher level of expertise, it doesn't take an expert to locate and target the right keywords for your business. All you need are the right tools, some knowledge of consumer discovery pathways, and time to be able to go through the detail.

To help with this, below is a listing of 25 great keyword research tools, which are also all free or freemium based. Each app targets a specific aspect of keyword research, and each also functions beautifully on its own, or even better when paired with another. 

There are some great resources here - worth considering in your SEO process.

Rank Tracker

All the major sources of keyword ideas brought together

As the name suggests, Rank Tracker is primarily a rank checking tool, however it also boasts impressive keyword research functionality, with 24 keyword finding tools gathered under one umbrella. 

You can pull keywords from all the major search engines using autocomplete tools, as well as related searches and questions. In addition Rank Tracker also offers Google Ads and Search Console integrations to help you make the most out of its keyword research module. 

You can run pro-level competition intelligence by fetching top keywords any URL is ranking for, and even go further and find keyword gaps - competitors' keywords that you don't rank for (yet). 

Each keyword suggestion also comes with a slew of crucial SEO/PPC metrics to help you make the smartest choice based on your goals and objectives. Grab Rank Tracker's free trial to uncover enterprise-level access to all of the software's features. 

More tools to try out

Keyword Snatcher delivers thousands of keyword ideas from multiple sources at once, and Keyword Tool offers plenty of data sources as well. Jaaxy's and WordStream's free apps, though limited in functionality, still do the job, delivering SEO/PPC stats for each keyword suggestion, while Soovle boasts less common data sources like Wikipedia and Overstock. 

Google Ads' Keyword Planner

The ultimate database for PPC campaigns

Keyword Planner is the unmistakable leader among native tools for keyword research. Used by marketers and SEOs alike, it lets you run raw keyword research based on your seed keywords. 

Pick a location, language, search network, as well as time period, and you can pull hundreds of keyword ideas in no time at all.

By assessing the number of searches throughout the year, as well as competition and top of page bid (low and high range), you'll be able to single out the best keywords to implement in your SEO efforts.

Keyword Planner also enables you to access historical number of searches data. Even if you aren't running a paid ad campaign, and only get search volumes in ranges, the tool will still provide you with a basic understanding of the keyword profile you want to build.

More tools to try out

Depending on the search engine you're targeting, you an utilize their respective keyword research tools. When optimizing for Bing, it makes sense to use the Bing Keyword Research tool. Similarly, you can use Yandex Keyword Statistics and Baidu Keyword Research Tool to pull search engine-specific keyword ideas for the markets you're targeting.  

AnswerThePublic 

Keyword ideas for voice search optimization

Semantic search is the cool new thing kids are doing these days. All jokes aside, as more and more searchers are using voice assistants, natural language is making a big digital comeback. Voice search is changing SEO, and with it, keyword research is changing as well. 

AnswerThePublic is a great tool to turn to when optimizing for voice search. You can master long-tail SEO by uncovering the real questions users ask about your niche.

You can expand your keyword list even further by exploring preposition keywords (seed keyword + preposition + other words) and comparisons (seed keyword vs. another keyword).

By researching answer-like content, you'll have a much higher chance to appear in featured snippets - also referred to as 'position zero' results. 

AnswerThePublic also lets you export keyword ideas in CSV or PNG formats. You can use these findings to start optimizing for voice search sooner rather than later, and let the results speak for themselves. 

More tools to try out

You can use QuestionDB to enter your seed keywords and fetch long-tail keyword ideas in natural language. Check out Yahoo Answers to explore what questions rank high in an actual search, or for the ultimate intel on user questions, turn to Quora.  

Google Search Console

A fresh look at the keywords you're already using

Possibly the most versatile of Google's keyword research tools, Search Console can help you revise your keyword profile, and re-assess the potential of the keywords already in use.

You can see which of your pages are doing best, as well as what specific queries drive that traffic. You can then take a look at the queries' average positions, CTR and impressions. 

It might be that some of your pages require just a pinch more optimization to start ranking for the keywords with top click performance. Likewise, keywords with a big number of impressions, but low CTRs, could boost your rankings significantly.

Needless to say, all of the keyword data is filterable and easily exportable. Combined with data from Google Analytics, it'll give you just as much insight into your keyword profile as most paid tools do. 

More tools to try out

You can get an overview of your website's performance alongside SEO keyword suggestions with Alexa's website analysis tool. You can also dig into conversion optimization with Finteza - the tool lets you run a keyword diagnostics to see top traffic drivers. Grab Finteza's free trial and see which of your keywords need an additional push.     

Keywords Everywhere

Seamless keyword research while browsing

A free Chrome extension, Keywords Everywhere lets you run continuous keyword research while indulging in good ol' browsing (including YouTubing).

By installing the add-on, your every query will display search results with the number of searches, costs per click, as well as competition insights. 

On top of that, you can get Related Keywords and People Also Search For boxes in your browser window, which will enable you to grow your keyword profile while on-the-browse.

Keywords Everywhere enables you to easily export all your keyword intel via CSV. Alternatively, you can use the Add All Keywords feature to store keyword ideas in favorites.

And last but not least, you can upload your own keywords and have SEO/PPC data fetched for those as well.

More tools to try out

Wordtracker Scout is another add-on for Chrome which enables you to pull keywords as a word cloud from any page you're browsing, as well as check their metrics, re-organize and export. Grab Wordtracker's free trial and see if it's something you'd want to invest in.

Keyword Tool Dominator

Suggestions for eCommerce optimization

The tricky thing about keywords is that there's no such thing as "one-size-fits-all". Different search engines require dedicated efforts each - and eCommerce platforms like Amazon, eBay, or Etsy are no exception.

With each platform you're targeting, make sure you do some ground keyword research work. You can use Keyword Tool Dominator for this - in the app, you can pick any of the major eCommerce websites and pull long-tail keyword suggestions directly from the platforms in real-time. 

Applying the same logic, Keyword Tool Dominator uses eBay's and Etsy's Autocomplete systems to deliver keywords typed in by actual shoppers. With a list of most popular search terms on hand, you can go ahead and adopt the ones that'll boost the performance of your product listings. 

More tools to try out

You can use SEO Review Tools' eBay Keyword Tool to pull keywords from the platform's search suggestions. For Amazon-specific keyword suggestions, turn to Kparser or Keyword Eye (free trial available). And if you're running a shop on Etsy, make sure to check out eRank - its free version lets you fetch keyword ideas alongside your listings analysis and general SEO recommendations.

Google Trends

Local keyword popularity and topic comparison

There's something to be said about keyword localization. Specifically, once you have several keyword options in mind, it's wise to check their popularity, not only engine to engine, but also region to region. 

You can use Google Trends to check location-specific search volume - these are likely to be invaluable insights when running a marketing campaign with several location targets. 

Enter your keywords, pick a region, timeframe, category, source (web, image, news, shopping, or YouTube), and see how well the queries perform in different locations. 

By matching the keywords against each other, you'll be able to customize your content according to the locations you're targeting.

What's more, by checking search fluctuations throughout the year, you can plan ahead, managing low and high seasons like a pro.

Recap

Building an impressive keyword profile that brings you traffic doesn't have to be costly and time-consuming. With so many brilliant toolkit options available, going for free or freemium ones seems like the smartest choice a marketer could make.

Tool up and work your way to better search performance, across both search engines and specific locations.

A Guide to On-Page SEO for Ecommerce Websites - Search Engine Journal

Posted: 22 Sep 2019 05:00 AM PDT

On-page SEO can help your ecommerce website rank higher, engage users, drive more traffic, and convert more leads.

People typically start their product research with a search (usually on Google).

To make an informed buying decision, they usually:

  • Compare prices and features.
  • Read reviews.
  • Search for tips and advice.

If your website isn't visible when people are searching for the products you sell, you're losing out on potential customers and profits.

Let's examine some of the most significant concepts for improving on-page SEO and winning valuable organic traffic.

Keyword Research & Optimization

If you want people to find you, you have to use the right words.

If you want greater visibility in search engines, you have to use the right words.

Notice a pattern there?

You must optimize for both people and search engines.

You can choose from many useful keyword research tools.

For example, Ahrefs Keywords Explorer provides keyword suggestions for any business niche or search engine. You can monitor and manage the metrics that reflect how efficiently your keywords match user queries.

Some other free keyword research tools include Google Trends, Keyword Shitter, Google Correlate, Wordtracker Scout, and Google Search Console.

Here are a few tips on how to use the keywords you find:

  • Place the most important keywords in page titles, headers, subheaders, paragraph copy, product descriptions, image file names and alt text, meta title and description, and URLs. Use different variations.
  • Put all details (shipping costs, user reviews, return policy) on the product page. If the customer has to leave the page to look for extra information, they are more likely to leave the website altogether.
A Guide to On-Page SEO for Ecommerce Websites
  • Provide users with real value by writing a helpful copy. Avoid unnecessary keyword stuffing, which can appear suspicious to Google.
  • Update your seasonal sales in a timely manner. Don't disappoint your customers.

Content

Product Pages

Remember that people, not Google, buy your services and products, so it is vital to optimizing your ecommerce pages to satisfy users' intentions.

Start by evaluating your competitors' websites. Your analysis can shed some light on which factors are worthy of attention. Look for:

  • Multilingual websites.
  • Specific colors used in product page designs.
  • Characteristics of services/products.
  • The number and the appearance of calls to action, or CTAs.

To improve your on-page SEO, consider removing unavailable products from your index. When left in indexing for an extended period of time, these pages can eventually hurt your ranking.

You can arrange your work in the following manner:

  • Compare the number of indexed pages in Google Search Console with the number of indexed pages from your Sitemap, as well as the number of pages from Google organic.
  • Make sure that only pages from your Sitemap are open for Google indexing.

Category Pages

Ecommerce website owners often pay the most attention to product pages, landing pages, and the homepage of their websites, forgetting that category pages in their catalog should also look great because they directly influence conversions and search rankings.

If web users do not like the appearance of a category page, they will not even open product pages, and all your SEO efforts will be in vain.

Here are some key metrics to monitor in order to keep your category pages optimized:

  • Conversion rate: The ratio comparing the number of sales to the number of site visitors.
  • Engagement: The time visitors spend on the website's pages. The longer people spend viewing your content, the more likely they are to buy something.
  • Click-through rate: Transitions from category pages to product pages.
  • Revenue per visitor: The ratio between your revenue and the number of visitors. This metric is even more important than the conversion rate. It is better to have fewer clients buying expensive items than many customers buying inexpensive products.

Blog

A decade ago, blogging was mainly perceived as an entertaining add-on, but today, this powerful tool is actively used by ecommerce companies.

A blog can help your ecommerce site deliver valuable information to customers, gain their loyalty, and build strong relationships. Also, by incorporating popular keywords into blog articles, you will attract more visits from search engines.

Here are some criteria for high-quality SEO optimized content:

  • It should include strong queries that bring your pages to the top of search rankings.
  • Your posts should answer questions that are frequently asked by your clients: how to use some products, how to choose among several similar services, how to extend the lifespan of items purchased, etc.
  • Apart from text, your articles should include vivid and captivating visuals to break up text segments and keep readers engaged.
  • Your articles should contain links to product and category pages in your catalog.
  • You should thoroughly proofread and edit your content for grammatical errors, as well as misleading or obsolete information.

Meta Title & Description

The meta title and description are short but meaningful elements. They give you favorable exposure in search engines because web users see them when choosing from among a number of similar sources.

Your meta title and description should briefly summarize the subject of the page in a way that makes people want to visit and further explore it.

H tags

Header tags (H1, H2, H3, and so on) are extremely important, since they make up the structure of your articles. When visiting blogs and product pages, web users first look at headers and, within a few seconds, decide whether the material is worthy of their attention.

Also, headers are valuable from an SEO standpoint. Google pays more attention to these tags than to the body text.

Keeping in mind these two nuances, compile H tags reflecting an idea of each textual segment and including relevant keywords.

Reviews

You may run a top-notch advertising campaign and sing the praises of your company through all available information channels, but prospective clients will still approach your brand with a bit of skepticism, suspecting you are emphasizing your products' advantages just to hit high sales.

It is another story when web users read unbiased testimonials on independent review platforms.

People tend to trust other consumers, and 91% of all consumers trust online reviews as much as personal recommendations from friends or family.

Posting a lot of positive reviews on your product pages can pay off big. Negative comments won't have as much of an impact, as long as they are in the minority.

Let's be honest, every product has some drawbacks, and the absence of dissatisfied buyers may seem suspicious.

A Guide to On-Page SEO for Ecommerce Websites

Customer opinions are more helpful for on-page SEO than you may think.

Reviews provide original, fresh and consistent content that is helpful for both search engines and potential customers. Not to mention that reviews often contain relevant keywords, which come as an added bonus.

Encouraging users to leave reviews is more or less a marketing goal. As an SEO specialist, your task is to analyze existing comments and point out their quality and quantity.

The best way to gain more reviews is through well-thought-out email marketing and by making it easy and convenient for shoppers to leave reviews on your website.

Content Audit

Remember that content does not exist to simply fill empty spaces in your blog and catalog.

Content is your weapon for conquering the market. So make it powerful and striking.

You will never know if your content is truly effective if you don't evaluate it.

Regular analysis and updating outdated information will help you achieve excellence.

Choose a specific point in time to revise all your published content. That could be once per month or once per year.

Monitor the behavior of your target audience in terms of comments, clicks, average reading time, and other metrics.

Analyze questions that customers frequently ask of your customer support team, and use them as topics for your blog articles.

Also, if you notice some interesting content solutions on your competitors' websites, be sure to leverage them.

Images

Image optimization is a smart investment of your time, as it has the potential to improve your page speed tremendously.

Here are the most crucial points to keep in mind when working with images:

  • Perfect format: PNG and GIF for large areas of solid colors, JPG for photos.
  • Compression: There is a variety of free or paid tools and online services to compress your images.
  • Aesthetics: Product images should be appealing, awaken positive emotions, and stimulate web users to place an order. It is best to enlist the support of a professional photographer to showcase your products from the best possible perspective.
  • SEO: Incorporate keywords into alt text, especially text surrounding images.

Video

When working with video, pay attention to the following practices:

  • Use MP4 format, as it produces the smallest file size.
  • Select the optimal file size with your visitors' screen size in mind.
  • Remember to compress all video files.
  • Reduce the length when possible.
  • Upload the video to YouTube, Vimeo, or other similar resources instead of serving them locally.

User Experience

Checking and improving usability is an essential task for every SEO specialist.

Your job is to perform an accurate analysis, including the following factors:

  • How much time does the average user spend on the page?
  • What is the bounce rate?
  • How well do the CTAs perform?
  • Which pages are most visited?

Bring your results to the table, and get your marketing and development teams involved. Issues that negatively affect usability can be either technical or non-technical.

For instance, too many ads, poor copy, too big or too small fonts, buttons that don't work, and other issues can dramatically affect usability.

Your task is to find those weak points and to delegate relevant tasks to other team members.

Below, we list the most important elements influencing user experience.

Navigation

It should be easy for customers to find the information and products they need. Make sure your menu is convenient, intuitive, and provides the shortest pathways to different sections. When your website is pleasant and easy to use, visitors will stay there longer.

Internal Linking

Internal linking should be well-thought-out for ecommerce sites.

There are three major reasons to use internal linking:

  • Simplify on-site navigation for users and offer them engaging content related to the information they are interested in.
  • Help search engines to crawl your site and identify the themes of your content.
  • Encourage users to stay longer on your site by visiting multiple product pages.

Let's say a customer is not totally delighted with an item they clicked on in Google SERP. Will they leave the website immediately? Not necessarily, if you offer them links to other similar options. This can be your first step toward converting leads.

A Guide to On-Page SEO for Ecommerce Websites

Internal linking also helps establish your own anchor text. This is an excellent way to ensure your top keywords will occupy the first positions in search.

The best takeaways for a proper internal linking strategy:

  • Add links where appropriate only.
  • Don't place too many links with similar anchors.
  • Leverage the power of breadcrumbs to help users understand the site's multi-level hierarchy for better navigation.
  • The most clickable links are those with engaging images. Take this into consideration, to keep users on your website.

Related Products

When someone is ready to take action and buy something on your website, why not offer related products to increase your revenue?

For example, a furniture brand might offer a set of chairs to a customer buying a table. A hotel booking website might offer discounted deals on rental cars.

People appreciate helpful services that satisfy all their needs and make their lives easier.

FAQ / About Us / Contact pages

When optimizing your general pages, think about your FAQ content. People will go elsewhere if you are unable to answer their questions.

No matter how descriptive your products/services pages are, users will still have some questions. Having an informative FAQ page on your site can help fill the gap.

Make sure you cover all the basic information, including the website's security measures, shipping options, and return policies. Providing this information can increase buyer trust and skyrocket your sales.

An engaging About Us section will add stars to your reputation. Tell prospective clients about your history, corporate values, and your company's key merits. This lets visitors know they are dealing with a reputable business and not a fly-by-night website.

On your Contact page, list all the ways users can contact you, including phone and FAX numbers, email addresses, Skype, WhatsApp, social network pages, website contact forms and live chat.

Comparisons

Simplify the decision-making process for your buyers by providing a convenient product comparison tool.

It should collect and compare basic data from product descriptions and suggest the best options, based on customer needs.

Product Videos

Make videos showing how your products can be used. Choose a suitable format for your niche.

If you sell equipment, for example, provide installation and maintenance tips. Or if you sell cosmetics, you could create your own beauty vlog and publish makeup lessons.

Showing visitors how to use your products builds trust and boosts conversions.

Site search

Spare your customers from having to browse through your entire site to find what they need.

A prominently displayed search box helps them quickly find the product they are looking for.

Amazon is a good example. Their search box takes shoppers directly to the desired product category.

Summary

On-page SEO can help your business grow by leaps and bounds, as well as boost your brand image in the webspace.


Featured Image: Paulo Bobita

25 of the Best, Free Keyword Research Tools (2019 Edition) - Social Media Today


25 of the Best, Free Keyword Research Tools (2019 Edition) - Social Media Today

Posted: 25 Sep 2019 12:08 AM PDT

While search algorithms are always evolving, keywords remain a fundamental element of the process - and as such, of your search engine optimization efforts.

And while the more technical elements of SEO require a higher level of expertise, it doesn't take an expert to locate and target the right keywords for your business. All you need are the right tools, some knowledge of consumer discovery pathways, and time to be able to go through the detail.

To help with this, below is a listing of 25 great keyword research tools, which are also all free or freemium based. Each app targets a specific aspect of keyword research, and each also functions beautifully on its own, or even better when paired with another. 

There are some great resources here - worth considering in your SEO process.

Rank Tracker

All the major sources of keyword ideas brought together

As the name suggests, Rank Tracker is primarily a rank checking tool, however it also boasts impressive keyword research functionality, with 24 keyword finding tools gathered under one umbrella. 

You can pull keywords from all the major search engines using autocomplete tools, as well as related searches and questions. In addition Rank Tracker also offers Google Ads and Search Console integrations to help you make the most out of its keyword research module. 

You can run pro-level competition intelligence by fetching top keywords any URL is ranking for, and even go further and find keyword gaps - competitors' keywords that you don't rank for (yet). 

Each keyword suggestion also comes with a slew of crucial SEO/PPC metrics to help you make the smartest choice based on your goals and objectives. Grab Rank Tracker's free trial to uncover enterprise-level access to all of the software's features. 

More tools to try out

Keyword Snatcher delivers thousands of keyword ideas from multiple sources at once, and Keyword Tool offers plenty of data sources as well. Jaaxy's and WordStream's free apps, though limited in functionality, still do the job, delivering SEO/PPC stats for each keyword suggestion, while Soovle boasts less common data sources like Wikipedia and Overstock. 

Google Ads' Keyword Planner

The ultimate database for PPC campaigns

Keyword Planner is the unmistakable leader among native tools for keyword research. Used by marketers and SEOs alike, it lets you run raw keyword research based on your seed keywords. 

Pick a location, language, search network, as well as time period, and you can pull hundreds of keyword ideas in no time at all.

By assessing the number of searches throughout the year, as well as competition and top of page bid (low and high range), you'll be able to single out the best keywords to implement in your SEO efforts.

Keyword Planner also enables you to access historical number of searches data. Even if you aren't running a paid ad campaign, and only get search volumes in ranges, the tool will still provide you with a basic understanding of the keyword profile you want to build.

More tools to try out

Depending on the search engine you're targeting, you an utilize their respective keyword research tools. When optimizing for Bing, it makes sense to use the Bing Keyword Research tool. Similarly, you can use Yandex Keyword Statistics and Baidu Keyword Research Tool to pull search engine-specific keyword ideas for the markets you're targeting.  

AnswerThePublic 

Keyword ideas for voice search optimization

Semantic search is the cool new thing kids are doing these days. All jokes aside, as more and more searchers are using voice assistants, natural language is making a big digital comeback. Voice search is changing SEO, and with it, keyword research is changing as well. 

AnswerThePublic is a great tool to turn to when optimizing for voice search. You can master long-tail SEO by uncovering the real questions users ask about your niche.

You can expand your keyword list even further by exploring preposition keywords (seed keyword + preposition + other words) and comparisons (seed keyword vs. another keyword).

By researching answer-like content, you'll have a much higher chance to appear in featured snippets - also referred to as 'position zero' results. 

AnswerThePublic also lets you export keyword ideas in CSV or PNG formats. You can use these findings to start optimizing for voice search sooner rather than later, and let the results speak for themselves. 

More tools to try out

You can use QuestionDB to enter your seed keywords and fetch long-tail keyword ideas in natural language. Check out Yahoo Answers to explore what questions rank high in an actual search, or for the ultimate intel on user questions, turn to Quora.  

Google Search Console

A fresh look at the keywords you're already using

Possibly the most versatile of Google's keyword research tools, Search Console can help you revise your keyword profile, and re-assess the potential of the keywords already in use.

You can see which of your pages are doing best, as well as what specific queries drive that traffic. You can then take a look at the queries' average positions, CTR and impressions. 

It might be that some of your pages require just a pinch more optimization to start ranking for the keywords with top click performance. Likewise, keywords with a big number of impressions, but low CTRs, could boost your rankings significantly.

Needless to say, all of the keyword data is filterable and easily exportable. Combined with data from Google Analytics, it'll give you just as much insight into your keyword profile as most paid tools do. 

More tools to try out

You can get an overview of your website's performance alongside SEO keyword suggestions with Alexa's website analysis tool. You can also dig into conversion optimization with Finteza - the tool lets you run a keyword diagnostics to see top traffic drivers. Grab Finteza's free trial and see which of your keywords need an additional push.     

Keywords Everywhere

Seamless keyword research while browsing

A free Chrome extension, Keywords Everywhere lets you run continuous keyword research while indulging in good ol' browsing (including YouTubing).

By installing the add-on, your every query will display search results with the number of searches, costs per click, as well as competition insights. 

On top of that, you can get Related Keywords and People Also Search For boxes in your browser window, which will enable you to grow your keyword profile while on-the-browse.

Keywords Everywhere enables you to easily export all your keyword intel via CSV. Alternatively, you can use the Add All Keywords feature to store keyword ideas in favorites.

And last but not least, you can upload your own keywords and have SEO/PPC data fetched for those as well.

More tools to try out

Wordtracker Scout is another add-on for Chrome which enables you to pull keywords as a word cloud from any page you're browsing, as well as check their metrics, re-organize and export. Grab Wordtracker's free trial and see if it's something you'd want to invest in.

Keyword Tool Dominator

Suggestions for eCommerce optimization

The tricky thing about keywords is that there's no such thing as "one-size-fits-all". Different search engines require dedicated efforts each - and eCommerce platforms like Amazon, eBay, or Etsy are no exception.

With each platform you're targeting, make sure you do some ground keyword research work. You can use Keyword Tool Dominator for this - in the app, you can pick any of the major eCommerce websites and pull long-tail keyword suggestions directly from the platforms in real-time. 

Applying the same logic, Keyword Tool Dominator uses eBay's and Etsy's Autocomplete systems to deliver keywords typed in by actual shoppers. With a list of most popular search terms on hand, you can go ahead and adopt the ones that'll boost the performance of your product listings. 

More tools to try out

You can use SEO Review Tools' eBay Keyword Tool to pull keywords from the platform's search suggestions. For Amazon-specific keyword suggestions, turn to Kparser or Keyword Eye (free trial available). And if you're running a shop on Etsy, make sure to check out eRank - its free version lets you fetch keyword ideas alongside your listings analysis and general SEO recommendations.

Google Trends

Local keyword popularity and topic comparison

There's something to be said about keyword localization. Specifically, once you have several keyword options in mind, it's wise to check their popularity, not only engine to engine, but also region to region. 

You can use Google Trends to check location-specific search volume - these are likely to be invaluable insights when running a marketing campaign with several location targets. 

Enter your keywords, pick a region, timeframe, category, source (web, image, news, shopping, or YouTube), and see how well the queries perform in different locations. 

By matching the keywords against each other, you'll be able to customize your content according to the locations you're targeting.

What's more, by checking search fluctuations throughout the year, you can plan ahead, managing low and high seasons like a pro.

Recap

Building an impressive keyword profile that brings you traffic doesn't have to be costly and time-consuming. With so many brilliant toolkit options available, going for free or freemium ones seems like the smartest choice a marketer could make.

Tool up and work your way to better search performance, across both search engines and specific locations.

A Guide to On-Page SEO for Ecommerce Websites - Search Engine Journal

Posted: 22 Sep 2019 05:00 AM PDT

On-page SEO can help your ecommerce website rank higher, engage users, drive more traffic, and convert more leads.

People typically start their product research with a search (usually on Google).

To make an informed buying decision, they usually:

  • Compare prices and features.
  • Read reviews.
  • Search for tips and advice.

If your website isn't visible when people are searching for the products you sell, you're losing out on potential customers and profits.

Let's examine some of the most significant concepts for improving on-page SEO and winning valuable organic traffic.

Keyword Research & Optimization

If you want people to find you, you have to use the right words.

If you want greater visibility in search engines, you have to use the right words.

Notice a pattern there?

You must optimize for both people and search engines.

You can choose from many useful keyword research tools.

For example, Ahrefs Keywords Explorer provides keyword suggestions for any business niche or search engine. You can monitor and manage the metrics that reflect how efficiently your keywords match user queries.

Some other free keyword research tools include Google Trends, Keyword Shitter, Google Correlate, Wordtracker Scout, and Google Search Console.

Here are a few tips on how to use the keywords you find:

  • Place the most important keywords in page titles, headers, subheaders, paragraph copy, product descriptions, image file names and alt text, meta title and description, and URLs. Use different variations.
  • Put all details (shipping costs, user reviews, return policy) on the product page. If the customer has to leave the page to look for extra information, they are more likely to leave the website altogether.
A Guide to On-Page SEO for Ecommerce Websites
  • Provide users with real value by writing a helpful copy. Avoid unnecessary keyword stuffing, which can appear suspicious to Google.
  • Update your seasonal sales in a timely manner. Don't disappoint your customers.

Content

Product Pages

Remember that people, not Google, buy your services and products, so it is vital to optimizing your ecommerce pages to satisfy users' intentions.

Start by evaluating your competitors' websites. Your analysis can shed some light on which factors are worthy of attention. Look for:

  • Multilingual websites.
  • Specific colors used in product page designs.
  • Characteristics of services/products.
  • The number and the appearance of calls to action, or CTAs.

To improve your on-page SEO, consider removing unavailable products from your index. When left in indexing for an extended period of time, these pages can eventually hurt your ranking.

You can arrange your work in the following manner:

  • Compare the number of indexed pages in Google Search Console with the number of indexed pages from your Sitemap, as well as the number of pages from Google organic.
  • Make sure that only pages from your Sitemap are open for Google indexing.

Category Pages

Ecommerce website owners often pay the most attention to product pages, landing pages, and the homepage of their websites, forgetting that category pages in their catalog should also look great because they directly influence conversions and search rankings.

If web users do not like the appearance of a category page, they will not even open product pages, and all your SEO efforts will be in vain.

Here are some key metrics to monitor in order to keep your category pages optimized:

  • Conversion rate: The ratio comparing the number of sales to the number of site visitors.
  • Engagement: The time visitors spend on the website's pages. The longer people spend viewing your content, the more likely they are to buy something.
  • Click-through rate: Transitions from category pages to product pages.
  • Revenue per visitor: The ratio between your revenue and the number of visitors. This metric is even more important than the conversion rate. It is better to have fewer clients buying expensive items than many customers buying inexpensive products.

Blog

A decade ago, blogging was mainly perceived as an entertaining add-on, but today, this powerful tool is actively used by ecommerce companies.

A blog can help your ecommerce site deliver valuable information to customers, gain their loyalty, and build strong relationships. Also, by incorporating popular keywords into blog articles, you will attract more visits from search engines.

Here are some criteria for high-quality SEO optimized content:

  • It should include strong queries that bring your pages to the top of search rankings.
  • Your posts should answer questions that are frequently asked by your clients: how to use some products, how to choose among several similar services, how to extend the lifespan of items purchased, etc.
  • Apart from text, your articles should include vivid and captivating visuals to break up text segments and keep readers engaged.
  • Your articles should contain links to product and category pages in your catalog.
  • You should thoroughly proofread and edit your content for grammatical errors, as well as misleading or obsolete information.

Meta Title & Description

The meta title and description are short but meaningful elements. They give you favorable exposure in search engines because web users see them when choosing from among a number of similar sources.

Your meta title and description should briefly summarize the subject of the page in a way that makes people want to visit and further explore it.

H tags

Header tags (H1, H2, H3, and so on) are extremely important, since they make up the structure of your articles. When visiting blogs and product pages, web users first look at headers and, within a few seconds, decide whether the material is worthy of their attention.

Also, headers are valuable from an SEO standpoint. Google pays more attention to these tags than to the body text.

Keeping in mind these two nuances, compile H tags reflecting an idea of each textual segment and including relevant keywords.

Reviews

You may run a top-notch advertising campaign and sing the praises of your company through all available information channels, but prospective clients will still approach your brand with a bit of skepticism, suspecting you are emphasizing your products' advantages just to hit high sales.

It is another story when web users read unbiased testimonials on independent review platforms.

People tend to trust other consumers, and 91% of all consumers trust online reviews as much as personal recommendations from friends or family.

Posting a lot of positive reviews on your product pages can pay off big. Negative comments won't have as much of an impact, as long as they are in the minority.

Let's be honest, every product has some drawbacks, and the absence of dissatisfied buyers may seem suspicious.

A Guide to On-Page SEO for Ecommerce Websites

Customer opinions are more helpful for on-page SEO than you may think.

Reviews provide original, fresh and consistent content that is helpful for both search engines and potential customers. Not to mention that reviews often contain relevant keywords, which come as an added bonus.

Encouraging users to leave reviews is more or less a marketing goal. As an SEO specialist, your task is to analyze existing comments and point out their quality and quantity.

The best way to gain more reviews is through well-thought-out email marketing and by making it easy and convenient for shoppers to leave reviews on your website.

Content Audit

Remember that content does not exist to simply fill empty spaces in your blog and catalog.

Content is your weapon for conquering the market. So make it powerful and striking.

You will never know if your content is truly effective if you don't evaluate it.

Regular analysis and updating outdated information will help you achieve excellence.

Choose a specific point in time to revise all your published content. That could be once per month or once per year.

Monitor the behavior of your target audience in terms of comments, clicks, average reading time, and other metrics.

Analyze questions that customers frequently ask of your customer support team, and use them as topics for your blog articles.

Also, if you notice some interesting content solutions on your competitors' websites, be sure to leverage them.

Images

Image optimization is a smart investment of your time, as it has the potential to improve your page speed tremendously.

Here are the most crucial points to keep in mind when working with images:

  • Perfect format: PNG and GIF for large areas of solid colors, JPG for photos.
  • Compression: There is a variety of free or paid tools and online services to compress your images.
  • Aesthetics: Product images should be appealing, awaken positive emotions, and stimulate web users to place an order. It is best to enlist the support of a professional photographer to showcase your products from the best possible perspective.
  • SEO: Incorporate keywords into alt text, especially text surrounding images.

Video

When working with video, pay attention to the following practices:

  • Use MP4 format, as it produces the smallest file size.
  • Select the optimal file size with your visitors' screen size in mind.
  • Remember to compress all video files.
  • Reduce the length when possible.
  • Upload the video to YouTube, Vimeo, or other similar resources instead of serving them locally.

User Experience

Checking and improving usability is an essential task for every SEO specialist.

Your job is to perform an accurate analysis, including the following factors:

  • How much time does the average user spend on the page?
  • What is the bounce rate?
  • How well do the CTAs perform?
  • Which pages are most visited?

Bring your results to the table, and get your marketing and development teams involved. Issues that negatively affect usability can be either technical or non-technical.

For instance, too many ads, poor copy, too big or too small fonts, buttons that don't work, and other issues can dramatically affect usability.

Your task is to find those weak points and to delegate relevant tasks to other team members.

Below, we list the most important elements influencing user experience.

Navigation

It should be easy for customers to find the information and products they need. Make sure your menu is convenient, intuitive, and provides the shortest pathways to different sections. When your website is pleasant and easy to use, visitors will stay there longer.

Internal Linking

Internal linking should be well-thought-out for ecommerce sites.

There are three major reasons to use internal linking:

  • Simplify on-site navigation for users and offer them engaging content related to the information they are interested in.
  • Help search engines to crawl your site and identify the themes of your content.
  • Encourage users to stay longer on your site by visiting multiple product pages.

Let's say a customer is not totally delighted with an item they clicked on in Google SERP. Will they leave the website immediately? Not necessarily, if you offer them links to other similar options. This can be your first step toward converting leads.

A Guide to On-Page SEO for Ecommerce Websites

Internal linking also helps establish your own anchor text. This is an excellent way to ensure your top keywords will occupy the first positions in search.

The best takeaways for a proper internal linking strategy:

  • Add links where appropriate only.
  • Don't place too many links with similar anchors.
  • Leverage the power of breadcrumbs to help users understand the site's multi-level hierarchy for better navigation.
  • The most clickable links are those with engaging images. Take this into consideration, to keep users on your website.

Related Products

When someone is ready to take action and buy something on your website, why not offer related products to increase your revenue?

For example, a furniture brand might offer a set of chairs to a customer buying a table. A hotel booking website might offer discounted deals on rental cars.

People appreciate helpful services that satisfy all their needs and make their lives easier.

FAQ / About Us / Contact pages

When optimizing your general pages, think about your FAQ content. People will go elsewhere if you are unable to answer their questions.

No matter how descriptive your products/services pages are, users will still have some questions. Having an informative FAQ page on your site can help fill the gap.

Make sure you cover all the basic information, including the website's security measures, shipping options, and return policies. Providing this information can increase buyer trust and skyrocket your sales.

An engaging About Us section will add stars to your reputation. Tell prospective clients about your history, corporate values, and your company's key merits. This lets visitors know they are dealing with a reputable business and not a fly-by-night website.

On your Contact page, list all the ways users can contact you, including phone and FAX numbers, email addresses, Skype, WhatsApp, social network pages, website contact forms and live chat.

Comparisons

Simplify the decision-making process for your buyers by providing a convenient product comparison tool.

It should collect and compare basic data from product descriptions and suggest the best options, based on customer needs.

Product Videos

Make videos showing how your products can be used. Choose a suitable format for your niche.

If you sell equipment, for example, provide installation and maintenance tips. Or if you sell cosmetics, you could create your own beauty vlog and publish makeup lessons.

Showing visitors how to use your products builds trust and boosts conversions.

Site search

Spare your customers from having to browse through your entire site to find what they need.

A prominently displayed search box helps them quickly find the product they are looking for.

Amazon is a good example. Their search box takes shoppers directly to the desired product category.

Summary

On-page SEO can help your business grow by leaps and bounds, as well as boost your brand image in the webspace.


Featured Image: Paulo Bobita

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