This article covers SEO, e-commerce, and the 7 most common mistakes in this area. SEO experts from BIGSEO have compiled these based on real consulting data – no assumptions or untested theories here. You may not be making all seven mistakes, but each one could drastically impact your results. Here they are:
1. Choosing the Wrong CMS
This is arguably the most critical error. The software you use to manage your website isn’t a trivial decision. If you choose the wrong CMS, you could be setting yourself up for failure from the start.
Imagine launching a site aimed at SEO, only to realize later that the CMS you chose isn’t fit for SEO purposes. Months of work could be wasted, directly affecting the project’s viability. Then, you’d need to migrate to a suitable CMS, a process that should be done carefully and slowly.
Key factors to consider beyond SEO include:
- Type of conversion goals
- Scope of the project (national or international)
- Availability of a development team
- Inventory size
- Support and community resources
Understand your options, align them with your goals, and choose wisely to set a strong foundation.
2. Starting with Blog Posts and Link Building
If an agency or consultant suggests blog posts and link building as the first step in your SEO strategy, think twice. While both are valuable, they aren’t where you should start.
First, focus on on-page SEO (actions within the website itself) and thoroughly analyze your business and opportunities. Begin with keyword research to build a site architecture that supports all relevant keywords for effective positioning.
Doing link building without a strong foundation would reinforce a poorly planned strategy, potentially wasting time and resources. Link building works best when the site is already optimized.
3. Translating Your Site for SEO
Once you’re established nationally, expanding internationally can grow your business. However, simply translating your site into English or using automated translation tools won’t be effective. Each market has unique keyword trends and cultural nuances.
For effective international SEO, craft a strategy for each target country. Ensure that the translated content aligns with local search behavior to reach the right audience.
4. Copying Product Descriptions from Manufacturer Websites
This is a classic mistake. Copying product descriptions directly from the manufacturer’s website can lead to duplicate content, which may incur Google penalties.
Duplicating content doesn’t provide fresh or valuable information, which Google values. Instead, aim to create unique descriptions that highlight your insights and added value for users.
5. Placing Product URLs Inside Category Folders
This can lead to self-duplicate content, which may confuse Google when deciding which page to rank.
Instead, ensure products are organized under the main domain with unique URLs. This structure simplifies categorization and makes it clear to Google which URLs to prioritize.
6. Ignoring Local SEO for Physical Stores
Optimizing for general SEO is essential, but if you have a physical store, local SEO is equally crucial. Many keywords return geolocated results, so focusing solely on website SEO could mean missing out on local traffic.
In some industries, it’s easier to rank locally than in general search results. You might even find success with local SEO without a website, as long as you have a physical location.
7. Tracking Traffic Instead of Conversions
Focusing on traffic growth alone is the final mistake on this list. True success should be measured by conversions, which represent income and business health.
Traffic is important, but it’s only a means to an end. To measure your performance effectively, focus on conversions rather than mere visitor counts.
And that’s it! Avoid these common mistakes to improve your e-commerce SEO and achieve better results.
Conclusion:
Avoiding common SEO mistakes can make a significant difference in the success of your e-commerce site. From choosing the right CMS and building a solid on-page foundation to understanding the importance of unique content and local SEO, each step is essential for maximizing your site’s visibility and performance. By focusing on quality foundations and prioritizing conversions over traffic, you set your business up for sustainable growth and more impactful SEO results.
Mark Holloway is a seasoned content strategist and SEO expert, with over a decade of experience in crafting high-impact, search-optimized articles. His work focuses on driving organic traffic and enhancing brand visibility through precision writing and insightful keyword integration.