We show you how to secure the top positions.
In the last study by Advanced Web Ranking, carried out in December 2016, the aim was once again to determine how often the links in positions 1 to 21 of a result list were clicked (in relation to the search engine pages). The current result for the unbranded searches, the search queries that do not already contain the name of a certain brand: The website that is at the top of the podium, receives a trophy and is allowed to distribute the contents of a magnum bottle of champagne over the applauding crowd, drives a click through rate or CTR) averaging 29.6%. The CTR of the second placed site is 16.9%. The third-placed page had a click rate of 10.6%. The performance curve of the pages that do not make it onto the podium gradually decreases and already tends to position 11 to 21 towards 1%.
According to the results of the study, it is not sufficient, especially for commercially oriented pages, to be listed on page one of the search results pages (SERPs). In order to generate enough traffic and sales in the battle for customers, it should already be pole position.
Today we want to show 4 SEO strategies with which e-commerce retailers can optimize their pages and make them competitive for the fight for the top starting position and stable top positions.
1. Use the knowledge of neuromarketing
What are the wishes of a web shop visitor? How does he envision the satisfaction of these desires? Which stimuli and messages does he react to for various reasons? Where can approaches be found in order to derive measures for communication and interaction with potential customers? Well, it is of course not easy to determine which non-rational processes guide the (potential) customer when buying, not buying or abandoning the purchase. Neuromarketing makes use of a variety of neuroscientific methods to obtain values on attention spans, emotional states and brain activities under laboratory conditions. For example, eye tracking (ET) used to generate data based on gaze trajectories and fixation points, which allow interpretations of the interests of potential customers.
According to studies, many people’s gaze sticks to keywords such as “cheap”, “buy”, “sale” or “up to 70% discount” while the brain simultaneously associates images and experiences. The operators of online shops can easily use this for their own purposes. If such click magnets or attractive accents are built into the URL, title, meta description and H1 in combination with the main keyword and integrated into the page content, this can lead to an increased selection of the page from the search results and promote sales. The online shop also has the option of ranking for longtail search queries.
2. Adapt content to latent semantic indexing (LSI)
LSI is a technology that is used by search engines for ranking calculations and examines websites for both individual keywords and thematic word relationships. It ensures that not only the results pages that contain the search term in the wording are shown in the SERPs, but that the pages are also listed in which semantically related words and phrases occur. This takes into account the fact that the terms, the users with the same search intentionEnter in the search box, anything but the same, but as different as the searching individuals, their intellectual constructs and their expectations. The use of LSI can therefore result in a page that does not contain the user’s search term being displayed high up in a SERP. A result that contains semantically related words and phrases, synonyms, antonyms and other related words of the search term in sufficient quantities can therefore be more relevant for the search engine than a result that merely mentions the search term several times.
Therefore the recommendation: online retailers and shop operators should operate latent semantic optimization (LSO) and ensure that on their online shop pages, in addition to the keyword in its unchanged form, semantically related words and phrases appear in meaningful contexts. In search engines that use latent semantic indexing like Google, this can have a positive effect on the ranking of the web shop for the main keyword or the generic keyword. As a bonus, rankings for semantically related keywords are also possible.
3. Place detailed page and product descriptions
Search engines “want” (or Google “wants”) that visitors understand the purpose of a website. More clearly formulated content allows the search engines to crawl, to penetrate the definition of the page and to convey it to the user – by positioning / displaying it in a certain search environment. Because of this, pages with longer content have a tendency to rank better.
E-commerce retailers can take advantage of this by filling every page of their shop with appropriate content – ideally the ” 1000+ words ” category . Of course, not every single product and every single category page can be overloaded with text. Often 100 words of detailed and descriptive content are sufficient. It is important that the main keyword is included a few times (three to five times for “1000+” content) and that semantically related keywords (see under 2) are also taken into account. This gives the search engine the signals that the algorithm in turn needs to understand the usefulness of the page.
It should be noted that text that does not contain any information about the brand, product, function or similar. and only presents content for the sake of content should be avoided. In any case, web retailers should refrain from poorly written and duplicated text ( duplicate content ). Links to internal pages or comparable products are, however, advisable.
4. Import rich snippets into search results
Anyone who looks around a search results page knows snippets or snippets. It is the previews of the websites that are output in response to the search query in the form of title, URL and description. They are designed to help the user choose the page that (apparently) best suits their search needs. With rich snippets, which represent an expanded form of the snippet enriched with additional preview elements, users are provided with even more criteria for the correct choice of results.
Rich snippets that can be displayed in the search results for a page include:
- Rating stars
Shop owners and webmasters can use Schema.org to qualify their e-commerce sites for displaying rich snippets in search results . Here, in the markup vocabulary developed by Google, Microsoft, Yahoo and Yandex, the corresponding markups are stored that can be used for the use of rich snippets.
Rich snippets, which search engines cannot necessarily display for every website, do not (ostensibly) contribute to improving the ranking of an online shop. This means that the presence of a rich snippet in the search result of a shop does not “automatically” position the shop better. However, rich snippets produce detailed search results that can result in higher click-through rates . And the higher the click rate of a web shop, the better it will be rated by search engines in the long term if you don’t defend yourself against it – by consciously incorporating limiting factors ;-).