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7 e-commerce SEO trends we’re seeing in 2016
For those managing search engine optimization for e-commerce websites, contributor Jayson DeMers has some advice for what to focus on to stay ahead of the competition.
Few types of online business can benefit from SEO more than e-commerce websites that allow for direct consumer transactions. Not only can you secure more web traffic (and a larger stream of revenue), you can also optimize specific product pages to funnel traffic to your most profitable or popular pages.
But SEO (and e-commerce in general) is always evolving. New technologies, new insights and new best practices emerge on a regular basis, and the best e-commerce webmasters are jumping on these changes to stay ahead of the competition.
Below, I’ve compiled a list of seven important SEO trends in the e-commerce industry you should be paying attention to:
1. Out-of-the-box SEO is better than ever
SEO technology is developing just as quickly as the search engines that have inspired them. What do I mean by “SEO technology”? I mean the third-party apps, widgets and tools webmasters can use to optimize their sites and improve results — with minimal manual input required.
In fact, some “out of the box” solutions have emerged in the template web design industry, enabling webmasters to ensure the on-site optimization of their sites in just a few steps upon launch. WordPress plugins have also been around for a while that handle a good amount of on-site SEO automatically, such as Yoast SEO.
These products and developments are tempting, and in fact useful, but currently, there’s no solution that can automatically perform every on-site function. You’ll still need to customize things like your title tags, navigation, rich snippets and so on, if you want to see the best possible results.
2. Long-form content is crucial
Until recently, product pages on e-commerce sites were places for short-form content: a title, a brief description, a handful of photos and a few customer reviews. However, user demand and search engine favoritism have shifted toward long-form content in almost every niche.
Longer-form content provides more detail, more long-tail and conversational phrases (which lend themselves to more relevant search queries) and more market differentiation from the increased competition that has arisen in recent years.
I strongly encourage you to develop more long-form content on your company blog, describing your products and offering insights on your company, provided your topics support that length without unnecessary fluff.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.