Jenny Harrison is a passionate marketing and business blogger. She loves to engage with readers who are seeking B2B and B2C marketing related information on the internet. She is a featured blogger at various high authority blogs and magazines in which she shared her research and experience with the vast online community. Currently she is associated with an Orlando based SEO Company ‘PNC Digital’. Follow her on twitter @MJennyHarrison for more updates.
We see several e-commerce stores being created on daily basis and while some of them are successful others fail to be successful. With global e-commerce sales expected to reach $2800 billion in 2018 according to Statista, e-commerce businesses are the ones to be taken seriously in the present market scenario.
E-commerce business owners use various marketing channels to market their products or services online. With Google being one of the major players in the market, it is of utmost importance that your e-commerce business does well on Google. We’ll take a look at some of the reasons why an e-commerce business might not be doing well on Google:
1. Lack of Emphasis on SEO
Some e-commerce stores do not build and implement a strong SEO strategy and end up failing. Search engines, in particular, Google, are a great way of reaching out to targeted traffic. If you do not build up a strong SEO strategy for targeting the keywords for the niche of your e-commerce store, the business is going to lose out on thousands of potential customers.
Some of the e-commerce businesses have successfully implemented SEO plans and are doing exceptionally well. Let us take a look at an example. We searched the term “Buy shoes online in USA” on Google.com. Below were the search results:
As we can see that Shoes.com is the first organic result to appear on this SERP. For an estimated monthly search of xxxx, the site is sure to generate a lot of traffic and in return sales.
2. Lack of Website Optimization
Website design, speed and SEO optimization are essential for your business to perform well on Google. Some of the stores do not concentrate on the website design and speed. This, in return, has a negative impact on the business. The key factors that you should take into account while optimizing your website are:
- Website Speed Optimization
- Website Layout and Design Optimization
- Keyword Optimization
- Landing Pages
One of the many examples of a good ecommerce website home page is of Sophie and Trey. The website speed is great, the sale/discount offers are perfectly on display and the design is pleasing to the eyes.
3. Poor Selection of Shopping Platform
Some e-commerce stores make it difficult for the shoppers to pass through their shopping experience. The whole process involves taking multiple actions for the shopper to be finally able to buy the product. There are many e-commerce platforms and solutions available in the market. There are platforms like CS-Cart that help you reach and sell your product to thousands of customers with features like embedding your stores to other websites as a widget, testimonials and product reviews. The platform is also extremely SEO friendly and helps you optimize your website for the search engines. Platforms such as CS-Cart help you with the shopping experience as well as the business management.
Selecting the right platform or platforms is really important for your ecommerce business. Small functionalities in the platform go a long way in terms of retaining customers and generating sales. Reporting functionalities in a platform are also extremely important as they help the business owners determine the ROIs.
4. Devaluing Your Brand with Poor Content
You may have done everything right, but your e-commerce website can take a serious hit if the content on your website is not done right. A poorly written product copy or description can detract your customer from your website as well as a hit on Google. A combination of good product photos and a great description describing the product in detail or bullet points highlighting the key selling features of the product is a winner.
The content on the website needs to resonate with the audience for them to take interest in the product and buy them. For example let’s take a look at this product by Spreadshirt.
The product pictures are perfect. Let’s take a look at the product description:
Ignoring Mobile UX and UI
Lastly, your UX and UI might be the problem coming in the way of your ecommerce’s success. Mobile is gaining momentum as the leader of the traffic market and a good mobile UX/UI design is vital for the business. Google also takes into consideration the mobile design and speed into account while ranking the websites. Mobile friendly websites are the ones gaining importance by the day, and the businesses which ignore are bound to take a hit eventually.