How to design and structure your Shopify E-Commerce Store

by Julia Jackle - Jun 8, 2020

How to design and structure your Shopify E-Commerce site to benefit from your SEO

If you thought that setting up your online store is the only challenge for e-commerce merchants, beware that giving your online store enough visibility to be found by search engines can be even more difficult. The thing is, with a large number of e-commerce sites competing for buyers’ attention and offering similar products, you need to make sure your online store stands out. And that’s where SEO comes in.

What is SEO?

Search engine optimization is the process of getting a higher ranking on search engines (such as Google, Yahoo, or Bing), organically with unpaid marketing efforts. When a person types a keyword or phrase in a search engine, it generates a list of web pages that are sorted so that the most relevant results appear at the top of the page. By making structural changes SEO changes to your online store, users will be able to easily find your site on the search engines. But how can you structure your site to improve and compliment your SEO efforts?

1.Optimize product pages with titles and Meta tags

Optimizing your web pages with titles and metadata not only allows Google bots to crawl and index your pages faster, but also allows you to better promote your online store in Google organic results. What exactly are titles and metadata?

  • Meta title: A meta – title describes the name of your online store and what you sell. This is a 60 to 70 – character title displayed on the results pages.
  • Meta Description : A meta – description is a short text of about 160 characters that summarizes the content of a page.
  • Meta keywords : Meta keywords are search terms for which you want to be found by search engines. By inserting your targeted keywords into the Meta keywords box on each page, you can easily view the content for users who are searching for your products online. Most e-commerce platforms have a feature that allows you to add them.

2. Invest in Keyword Research

This means finding phrases or keywords that you use to describe your products online. They are based on research volume, level of competitiveness, and other criteria. These keywords are phrases and words on your website that help users find your store on Google, Yahoo or Bing. With them, web crawlers will better understand the content of your site. And afterward, Google will rank your site better and users will be able to find you more easily. This can be accomplished by writing your content and descriptions with the most relevant keywords for the products or services you are selling online. This way, you will be able to help potential customers better find what they are looking for.

3. Include a blog and Write Relevant Blogs

Finding the right keywords for your products is just the beginning of establishing authority and credibility for your online store. You will also need an e-commerce platform that has blog features and allows you to view your publications easily. By publishing blogs and engaging content, you can build a personal relationship with your users and improve your search engine rankings. The more visitors you have to your website, the more Google views your site as credible, moving you further to the top of the results page. By posting relevant and engaging blogs on your website regularly, you can increase traffic and even sales online.

4. Responsiveness and User experience

Even if you have a beautifully designed and fast store, it will be counterproductive if the user experience is not friendly or sluggish. The thing is, today’s internet users are self-consumed and mediocre babies who want everything to be spoon fed to them. Therefore, don’t leave potential customers guessing on anything on your site. This begins by utilizing your white space appropriately, providing concise product descriptions, and making the site easy to navigate all the way from signing up to check out. And don’t forget to have an adaptive site that seamlessly adapts to all smart devices. In other words, the site experience should be superb for everyone regardless of if they are visiting from their smartphone, desktop, tab or laptop.

5. Speed

The responsiveness and user – friendliness of your site should always come before beauty, radiance, and magnificence. Why? Well, research indicates that 40 percent of users bounce from a page if takes over 3 seconds to load. Moreover, statistics also indicate 1- second delay can reduce your conversions by 7%. For an e-commerce store, this could cost thousands of dollars in lost sales each year because internet users are impatient. Therefore, a slow shop is a bad deal.

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About the Author:
Julia Jackle
Julia is the co-founder and CEO of Creative971 and has written blogs in the past for the Entrepreneur Magazine UAE. Her extensive knowledge in the E-Commerce industry in the UAE and GCC is widely appreciated.

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