When I had my ecommerce business, The Wedding Crafter, we were number one on Google for several of our target generic key phrases such as “Make wedding invitations” and “Make wedding stationery” and well placed for many others. We also ranked highly for many individual products. Google organic search (i.e. not paid search) brought in half of all our customers so it was critically important.
How did I do it?
There were lots of different things which contributed but the ones that made the biggest difference to our traffic and sales were:
Writing great page and product descriptions which included the keywords people searched for. So all our wedding invitations kits had the phrase “wedding invitation kit” included in the title and description. Obvious? You’d think so but LOTS of ecommerce stores forget this simple rule. And so do many service providers.
Fresh, quality content
Adding regular new content – how to projects, tips etc – which attracted links from bloggers and brides to be via forums. And it wasn’t always the ones we thought were our best projects that got the attention. A very short piece on “How to line an envelope” got picked up by a blogger and was one of our most popular articles. As well as the direct traffic from those links, they also helped boost our search rankings.
High value links
Getting some really great value links from highly ranked sites like Money Saving Expert, The Guardian & Telegraph. Most of these came about through PR while a few were just happy coincidences. For example, a customer recommended us on the Money Saving Expert forums shortly before they wrote an extremely popular “How to have a money saving wedding” article. That article was still sending us business 5 years later.
I’m amazed at how many ecommerce sellers ignore this. It’s free (although you may need help to set it up and automate it) and it brings highly targeted, eager buyers to your website.
One thing I didn’t get around to doing, but should have, was video. It would have been great for showcasing our products and demonstrating how to use them. These could have attracted more links as well as increasing conversions.