Organic search results – the websites that appear in search engine results because of their relevance to the entered search terms - drive the majority of web traffic. A recent study attributed 51% of web traffic to organic search.
According to the 2014 Electrical Contractors’ Technology Benchmarking Survey, conducted by NAED, 55% of contractors surveyed said they use search engines when first searching for information about electrical products. This means that the majority of contractors are searching for what they need by entering product keywords into search engines and relying on the organic search results that are produced.
To ensure your site appears in organic searches, you need to consider search engine optimization (SEO) when developing and maintaining your eCommerce site. SEO boosts your site’s position in organic searches and directs more results to you based on your web content. With product information as the foundation of your web content, it is crucial that the product information you use is as high in quality as possible. In fact, your product data will ideally be in order before you even build an eCommerce site.
So how exactly does product data contribute to your SEO?
1. Search engines rely heavily on keywords provided in product descriptions
There are two types of keywords: broad and long-tail. Broad keywords are more general, while long-tail keywords are longer words or phrases specific to your company or industry. For instance, if your site features green lighting options, examples of related broad keywords could be “lighting,” or “outdoor lighting”. Long-tail keywords could include “environmentally friendly patio lighting,” or “green outdoor lighting options”.
The product descriptions on your site should contain both broad and long-tail keywords. As part of IDEA’s Data Certification Program, a manufacturer-provided catalog description cannot match the invoice description, include sales pitch language, or simply be a list of product attributes, meaning it is likely to contain the information needed to match these keywords and improve your rank in search engine results.
2. High-quality product images improve search engine image searches.
When searching for products, users will not only browse website results, but also image results. High-quality images with keywords placed in the image filename and alternative text will appear closer to the top in search engine results. Using the best-looking image possible makes it more likely that potential customers will click on your image and be redirected to your eCommerce site.
3. Accurate, complete product information used in meta descriptions and page titles leads to increased search matches.
Meta descriptions and titles – descriptions of the content appearing on a particular webpage - do not appear on the webpage itself, but are instead found in your site’s backend code.
When search query keywords match your page’s meta description and title, you will appear higher in search results. The more accurate and complete the product information you are using to inform the creation of these descriptions and titles, the more likely customers are to find your site.
4. Improved site navigation leads to a better customer experience and more backlinks to your product webpages.
Backlinks are links from another website to your webpage. Your eCommerce site benefits when visitors have a great user experience, as they are then more likely to share a link to your site on another website.
When your site has a smooth, quick navigation, it is easier for customers to find the product they are looking for within a few clicks. Site categorization and navigation is greatly improved by accurate, granular product data.
5. Unique content that educates the user improves user experience.
The better the content on your site, the more likely users are to find your eCommerce site a useful and credible source for product purchasing. Quality product descriptions and additional content surrounding an item assure customers that you are knowledgeable about your field.
To review: The product data that feeds your eCommerce site will inform the development of your SEO tactics. In order to have the best SEO results, you must have high quality, accurate, and complete product information.