6 E-commerce Website Optimization Tips by Google
E-commerce Website Tips: Google released a video that discussed 6 tips related to optimizing e-commerce websites to qualify for a special presentation on the search engine results page (SERP).
The beginning of the video opens by showing 3 key elements that can help e-commerce website product pages stand out, including:
- Images help website visitors understand the product
- Star rating increases visitor trust
- Prices and stock availability help visitors in choosing a seller
Some of the elements above rely on data structures to qualify as enhanced listings, while others are required to participate in the Google Merchant Center Feed.
So what are the tips from Google? Let’s start with the first one.
1. Use a Descriptive Title Tag
Google Advocate developer, Alan Kent, discusses the title links that appear in the SERPs generated from the title tags on web pages.
Alan explained that if the title element doesn’t explain enough about the content of the web page, then Google will rewrite it.
Google will likely rewrite the title tag with the heading at the top or even use anchor text within the web page.
He also advised us to be careful in using automated product titles to ensure that there is no duplicate content or misinformation.
A good title link can help users understand what you have to offer, bringing quality traffic to your site
…Low-quality title links can hurt a user’s impression of your site. – Alan Kent
Alan also reminds us not to use dynamically generated title tags to add availability or price data to the title tag.
Because later there will be a delay (lag) between when the title tag is updated and when Google displays the updated title link in the SERP. Therefore, existing information may be out of date.
Alan recommends webmasters to use Google site: search to double check to see what the title tag will look like in the SERPs.
2. Using High-Quality Images
High-quality images are one of the elements that must be considered for the user experience.
High-quality images will later help potential customers consider buying a product.
Alan Kent states:
We have observed that users generally respond well to the use of high-quality images and recommend the main image width of at least 1200 pixels.
– Alan Kent
Alan Kent advises us to do a website audit of web pages with low-quality images and then replace them with high-quality ones.
Don’t forget to also Alan recommends that we check the Max Image Preview metadata because the image metadata can help Google regarding how to display images in the SERP.
Finally, Alan invites us to apply structured data products to help Google identify the right images to display in the SERPs.
You probably already know that some businesses insert images into web pages just to help them get a higher ranking in the SERPs.
Even though the goal is more than that, they should include pictures so that they can help users in making decisions to buy a product.
Sometimes they forget or don’t know, that the purpose of website optimization is not just ranking, but also conversion.
Also consider using product images with several different angles, for example, images of the front, side, back, top, interior, or models wearing clothes in the fashion business.
3. Use of Product Structured Data
Here are some of the main elements of a structured data product that you should include:
- Product Title
You can check Google’s product structured data guidelines page to see which elements need to be prioritized and which are only optional.
you guys also need to know that these structured data guidelines keep changing, so they can cause product pages to disappear from the rich results display when the structured data no longer meets Google’s requirements.
To be able to solve the above problem, you can use the URL Inspection tool in Google Search Console to check if the web page is indexed.
Then check the Rich Results Test Tool to see if there are structured data errors.
4. Share Price Drop Data
Sharing pricing information with Google qualifies your product page for a special price drop presentation on the SERPs, which may attract customers’ attention later.
However, there is no guarantee for us to get this special presentation even though we have distributed price drop data.
How do I make product pages eligible for price drop-rich results?
The trick is to enter a specific Offer property in the product structured data.
Please note the specific price is not the price range.
5. Identifying the Products You Sell
The fifth suggestion is to identify the product to be sold.
In practice, this suggestion uses accurate product identifiers such as GTIN identifiers, as well as using a combination of Google Merchant Center feeds and product structured data.
Following the suggestions above increases the chances of a product web page being eligible for rich results such as product carousels.
6. Create a Business Profile (Google Business Profile)
The final piece of advice Alan Kent gives through his video is to create a business profile if you have a physical store.
The business profile in question is the Google Business Profile (formerly Google My Business).
This (Special Presentation) can (also) be achieved through Google Business Profile Manager.
– Alan Kent
If you apply it, then the website that you manage will be eligible to get a special listing presentation other than the search results in the SERP.
In addition, this type of special listing is only available for businesses with a physical store or service area within reach.
Basic Ecommerce Website Seo Optimization Tips
1. Use a mobile-friendly website
Google recommends that e-commerce websites should be mobile-friendly. If your site isn’t optimized for mobile devices, customers may not be able to access your products. In addition, if they do find your products, they might have trouble navigating your site and finding what they want.
2. Include social sharing buttons
Social sharing buttons allow visitors to share content directly from your website. These buttons help spread the word about your business across different platforms. You can use Facebook’s Like button, Twitter’s Tweet button, Pinterest’s Pin it button, LinkedIn’s Share button, and Google+’s +1 button.
3. Add clear call-to-action (CTA) buttons
Call-to-actions (CTAs) are words or phrases that prompt users to take action. A CTA could encourage people to subscribe to your newsletter, request a quote, download an ebook, or buy something. Make sure your CTAs are clearly visible and match the type of content on your page.
4. Create a sitemap
Sitemaps provide search engines with information about how pages on your site connect to each other. To create a sitemap, go to Google Search Console and click Sitemaps. Then enter the URL of your homepage and select XML format.
5. Improve your SEO
Search engine optimization (SEO) is the practice of increasing the number of visits to your website by making it easier for search engines to locate and rank your website based on its relevance to specific keywords. There are many ways to improve your SEO, including writing original, high-quality content, using relevant keywords throughout your copy, and linking to authoritative sites.
6. Build trust with your audience
Trust is a major factor in determining whether someone will purchase from you. People are less likely to make purchases from businesses they don’t trust, so building trust with your audience is critical to their buying decisions. One way to build trust is to offer customer service via email or live chat. Another method is to publish case studies, testimonials, and reviews of your product on third-party review sites.
In closing, the author will emphasize that (perhaps) there is no guarantee to get this special presentation even though friends have implemented the suggestions above.
Why is that?
Just like SEO (Search Engine Optimization), the author believes that Google will also not provide a guarantee if we carry out every optimization factor that is considered to improve performance.
Although there is no guarantee, with the above steps, of course, the website will have more potential to get a special listing presentation than websites that don’t implement it.
Finally, do you have any questions regarding this tip article from Google for e-commerce website optimization?