Getting on the first page of Google is an appealing prospect. Organic rankings mean that you don’t have to pay a dollar for what will likely translate into recurring sales. But how can this be achieved, and why isn’t everyone doing it?
You Need Content…Kind Of….
Actually, you can just grab a Google AdWords account and pay to have your listing at the top of page one, but if you don’t have thousands of dollars to spend on outbound advertising, you may want to consider creating some content. Organic (unpaid) rankings on Google are based on how useful Google considers a page to be based on a search. For example, if you were to enter ‘how to bake a chocolate cake’ into Google as I just did you would receive the following results –
These results are what Google considers to be the best answer to my question. In order to make this decision, Google uses a bunch of complicated formulas called an algorithm which searches billions of web pages a day to keep searches relevant and up-to-date. Some pages experienced increased rankings, many find that they are slipping down the list. The first step is to get some pages on your site they can achieve suitable rankings.
Focus on Your Product Descriptions
There are plenty of ranking factors that make up Google’s algorithm, and although the search engine giant chooses to keep the magic formula confidential, it’s no secret that content is something that Google loves. Individual products on Shopify appear to be quite limited in terms of the type of information you can provide. From an SEO standpoint, you should focus your energy on the product description.
Don’t fall into the trap of listing features and benefits, or breaking down individual components to a ridiculous level, all that does is create potential objections and statistically, decreases the chances of someone purchasing. Stick to the first mention of product descriptions and talk about the nature of the product and relate that directly to your target audience. For example, if you are selling perfume, don’t talk about the ingredients or the fact that the packaging is completely recyclable – that’s not why anyone purchases perfume – instead, relate to the man or woman who is potentially buying the perfume and engage with them at an emotional level. This will give you the opportunity to extrapolate the content on your products page to more than 300 words, which is best practice in search engine optimisation.
Know Your Keywords
Don’t skip over this point – you do not know which keywords your customer is using to find your product. In order to rank for the right keywords, you need to know what they are and if you are working in an industry, it is highly likely that you are too involved in the technicalities of the product to understand the mentality of your customers. As an example, people selling clothing tend to want to talk about the quality of their clothes, and the types of material used. If asked about keywords, the answer will usually be something along the lines of –
- durable clothing
- clothing that lasts
Or something equally mundane. If you are selling children’s clothes, related directly to the mother –
- kids clothes online
- online store kids
- kids clothes for kindy
You can then benchmark your assumptions using a tool like Ahrefs, Spyfu or SEMRush that will tell you the volume of searches done on a particular keyword, and approximate click-through rates. Then, you can tailor your product descriptions to include relevant keywords that are actually searched for.
Create a Blog
A blog is a lot of work, but having a lot of content on your site is also the fastest way to achieve rankings on Google. If you are confident that you can create good content yourself, then brilliant. If not, and you don’t have a budget in place to hire an agency to do it for you, then consider reaching out to bloggers in your industry who may be interested in gaining access to your audience. Of course, you don’t want the competition to be writing blogs for you, but if there is a complimentary industry who would be interested in providing content for you, then everyone wins. If you decide to do it yourself, use Grammarly to avoid grammatical and spelling errors, which Google doesn’t like, and set yourself a realistic target for the number of blogs you are going to create. One a week is more than enough to start off with, and should see you gaining some solid results after 3 to 5 months., R
Good luck, achieving good SEO results is one of the most rewarding (and frustrating) experiences you can have. Make sure you are consistent, and update your products and blogs if new information comes to hand.