The importance of SEO in e-commerce sites?

E-Commerce has become very popular with the rising market volume in our country and in the world. As a simple definition, the digital purchase or sale of a product from any neighborhood shopkeeper is called E-Commerce. The most important reason why e-commerce has become so popular today is that it is basically enough to have good quality product photos.

What is E-Commerce SEO?

With the Turkish abbreviation of SEO, Search Engine Optimization is the work done to increase visibility in large-scale search engines (Google, Yandex, Bing etc.) and to target higher rankings in ranking results. As a result of these studies, websites appear more frequently in users’ search results. This is the main purpose of SEO studies.

E-Commerce SEO, on the other hand, is based on a similar roadmap and consists of sales-oriented studies in the search results of users. The studies are progressing a little differently from the basic SEO studies.

Product images play a big role in E-Commerce SEO studies. Confidence, desire and aesthetic beauty, which are very effective factors in the purchasing behavior of users, are of great importance in order to arouse the users and drive them to buy.

Trust, one of the most important problems in the digital world, is also one of the focal points in E-Commerce SEO studies. Confidence is the main ingredient in users’ completion of their purchasing actions. For this reason, there are many large-scale E-Commerce marketplaces (Amazon, Aliexpress, Alibaba, Etsy) in the world and Trendyol, which is the first market place that comes to mind when E-Commerce is mentioned in our country, in order to meet the expectation of trust in their purchases, product reviews with pictures or even videos are supported by the market. integrated into their place. In this way, the problem of trust and trust in the digital environment has been somewhat overcome.

What are SEO Studies in E-Commerce Sites?

The main objectives of businesses, whether in the digital environment or face-to-face, are to make sales at a level that will maintain their existence and profit from the work done. This is the main goal for every business.

If we list the basic studies that will be effective for businesses selling digitally,

• Product Images,
• Detailed and SEO-friendly written product descriptions,
• Canonical Tag usage,
• Structural Data Markups,
• UI/UX designs

Product Images

We mentioned that trust is one of the most important factors affecting the purchasing behavior of users in sales made in e-commerce marketplaces or on the website.

The visuals with a well-adjusted light angle, no backlight, and a clear and plain view of all the features of the product play a major role in user purchases.

Obtaining an image certificate in the Google search network (structural data Markers) plays a major role in appearing in image search results or image searches via Google Lens.

Since the image uploaded directly in Google Lens searches will be product-oriented, in fact, the searches come directly from the customer portfolio, that is, your target audience.

Product Descriptions

Product descriptions are one of the most important points of traffic in search results. Since all content in e-commerce sites is in product descriptions, this is the biggest point where search engines will learn information about your products.

This field must be original, without duplicates, detailed and SEO compatible. Duplicity will directly negatively affect your ranking in search results. The reason is because Google wants every website to have a unique and unique value and content. That’s why it’s pretty ruthless in penalizing duplicate content.

The importance of SEO-compatible descriptions is that it will be very positive to include certain keywords in the product descriptions in this section, since there is already a narrow area in Googlebot crawls.

Canonical Tag Usage

Canonical is a very technical build. Correct use will lead to very positive results, as well as wrong use will create many negative situations. In its simplest form, Canonical is a tag structure that allows it to transmit to Googlebot algorithms where the reference of similar pages is, where all similar pages actually originate, and which page should be based on Googlebot crawls.

Every web page must have a canonical tag. This tag saves lives, especially on websites that have very similar page designs, such as E-Commerce sites. On product pages on e-commerce sites, it should show the url address of the page with the canonical tag exactly. Otherwise, since the canonical structure is not set up correctly, websites may face the copy content problem.

Example canonical usage,

Structured Data Markups

Google search results sometimes show results such as 5 stars or 4 stars. This and many similar structures can be accessed through structural data markings. These beacons are very important structures to allow users to see more customized information about products and to give search engines more information about your content and products. Thanks to these structures, Google algorithms analyze the content in more detail and easily, and act more effectively in the ranking results.

Another nice thing about using structured data markup is that it takes up more space in the ranking results. A website without a structured data mark takes up 2 units of space, while a website with a structured data mark takes up 4 units of space. This is because it adds extra space when showing structured data markups in search results. Click action will be higher, as the 4-unit area will always attract more attention in users’ click actions.

UI / UX Design

UI user interface is user interface in Turkish, UX is user experience, and user experience in Turkish. Google does not want its users to find the subject they are looking for easily because they enter their websites, and to encounter various errors and difficulties while finding it. The reason for this is that Google decides that the user who enters a website cannot find what he is looking for on that website and does not want him to leave the site. For sites that provide this, it tests a criteria called Bounce Rate.

This criterion works when users show an action to enter the site and not find what they are looking for within the first few seconds or leave because they do not like the site design. High bounce rate may be due to UX/UI errors. Elimination of these errors will not only reflect directly on sales turnover due to conversion, but will also make it easier to rank higher in the ranking results. Google regularly brings updates so that its users can achieve better results in search results. These updates are based on user experience and user interface experiences as direct criteria. For this reason, good UX/UI criteria are required to get good ranking results and conversions.