E-commerce SEO: If You’re Not First, You’re Last

Google 2nd pageAs the graphic suggests, very few people will actually look past the first 3 organic listings of the search results (especially since most search results will contain 1 – 3 paid ads before the organic listings) … let alone go all the way to the 2nd page, which only about 1% of searchers do.

So, it’s essentially first page or nothing, and the first page is very competitive.

Here are a few tips on how to make it to the big leagues of page 1:

How To Make it to the First Page:

1) Prioritize the right things (user experience, relationships and quality)

2) Implement on-site SEO fundamentals

3) Create unique, high-quality content

SEO professionals have no problem optimizing on-site content, adding image ALT attributes, structuring blog posts, or fixing title tags—that’s the easy part—but making it to the first page (especially the first 3 positions) usually requires much more strategy and time.

So, what content can you create in an attempt to improve your rankings?

1) Start with research.

Everyone can do this. Your research can be funny, serious, random, etc. The only thing that matters is your audience finds it interesting. If it does, people will naturally link to it.

Do you sell outdoor furniture? Do research about bugs that dampen someone’s outdoor enjoyment.

Sell electronics? Research reasons why devices overheat or compare devices’ battery life.

Work at an agency? Research how many coffees each person drank in a month, then total number of coffees drank for that team. Finally, compare that number across the company with that team’s business growth percentage. Is there a correlation?  Maybe not, but it’s still intriguing!

Then you can use this research to write a long article, put it into an infographic, and potentially pitch some of the data to people writing articles on external sites.

2) Do a contest and give some of your products away. 

Consider partnering up with some bloggers that have visitors similar to your ideal customer and give them product(s) to give away. 

This helps you get your brand in front of more people in an engaging way and will drive more traffic to your site. If you do this, request that the link to your site from the site hosting the giveaway is a rel=”nofollow” link because Google considers it a “bought link.”

Ok, then why would I host a giveaway on another site if I don’t get a link?

1) You get targeted, quality traffic.

2) Other giveaway sites link to your sponsored giveaway.

3) Other sites may link to the giveaway + your brand’s site.

4) It can get people talking about your brand on social media.

It’s a low-cost win-win.

 3) Create some high-quality videos.

Are you hiring for your business? Make a couple high-quality videos about your company’s culture, the work environment or employee testimonials. Are you launching a new product? Create an engaging video around it. Do you publish a monthly newsletter? Record a video of someone presenting the newsletter. Do you have industry thought leaders in your company? Have them create videos explaining trends, perspectives or difficult concepts.

Videos can be  great content to help people find, engage, and learn about your brand as well as drive traffic and links to your site.

These are only a few of the many ideas you can use to drive traffic and links to your site. Consistently create high-quality content, and people will want to share it with their friends or talk about it on their own websites.

Curtis Rummel

About Curtis Rummel

Curtis Rummel is a Senior SEO Specialist for Fathom’s Consumer Brands division. He has been building websites, understanding analytics, and crushing SEO since 2008.

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