What is SEO?
It stands for 'Search Engine Optimisation'.
But what does it mean!?
In a nutshell, it's a bunch of rules or methods you need to follow and put in place on your shop to get listed in Google’s search results (and other search engines).
It's all about relevance
Google likes to return relevant results to its users when they search for something. So if somebody Googles 'Apple iPod' then they’d expect the top result (and all other results in the first few pages) to be a website that’s all about the iPod. It’s exactly the same with the products you sell. Your online shop, or at the very least – a page in your shop needs to be relevant to that particular product or keyword.
What’s a keyword?
It’s the term or phrase a person enters into Google when searching for something. It can be a single keyword (known as a generic keyword) or it can be a longer phrase or sentence (known as long tail keywords). As a rule, the more generic (shorter) the keyword search, the more results there will be. There will also be more competition under these keywords (as there’s more websites in Google’s results for shorter, less specific phrases).
How do I tell Google what keywords I want to be found under?
Through SEO! Broadly speaking there are 2 key areas:
• On site
• Off site
On site SEO is about making your content relevant to the products you sell and the keywords you want to be found under. It’s also about highlighting the keywords you’re targeting through certain elements in your online shop. Things like page titles, meta descriptions, alt tags, header tags and other places where a human being might not necessarily be looking... but Google is looking! So be sure to ‘optimise’ these crucial elements with the right mix of keywords and relevant content.
On site SEO is also about having a clear and easy to navigate shop with links to logical places (Google follows these links like a person would when it evaluates your shop’s ‘structure’, so make sure things are easy to find and that your links point to somewhere relevant (i.e don’t have a link which states ‘Apple iPod’ but actually takes you to a page about something irrelevant like laptops).
Once your on site SEO is hot to trot (speak to our SEO specialists about this if you need further help) you might just start to enjoy good rankings, page one hopefully! To boost rankings further you then need to build links to your online shop (from other websites). Talk about your business, your products – make as much noise in as many places as possible (forums, newswires, blogs, article bases – anywhere you can!) and always link back to your shop. The more links the better as Google uses the quality and quantity of your links to determine how ‘popular’ your website is... Google’s other favourite trait when it ranks websites in its results.
Google’s constantly changing the goalposts on which parts of SEO it gives more or less weighting to when deciding who goes where in its results. The rules have always been the same though – get a decent, relevant website with good, fresh content and get some social media promoting done. And don’t stop... Google doesn’t like websites that never change. Google has always been about providing relevant and popular websites so make sure you work towards your shop being both of those things.