JONNY ROSS CLIMBING THE RANKS
which subsequently makes it difficult to drive traffic to your website, as users simply aren't aware that it exists. This is something that can have a drastic impact on any business in any market sector. However, SEO is most important to retail websites because in order for the business to survive they are dependent on — and that is traffic.
Top of the Table
As an ecommerce site, your business relies on traffic being driven to your site in order to make purchases or relevant enquiries. However, in retail, this importance is increased significantly. Did you know that by 2017 it is estimated that 15% of the total UK economy is expected to be made up of online sales? This is a staggering statistic and one that really highlights the growth of ecommerce and the importance of your website. Therefore, it is vitally important to ensure that when it comes to ranking factors, your website is ranked higher than your competitors. If not, you may find that users are simply clicking on the highest search result and staying on that website to find their product. After all, if you search for something on Google, do you ever go to the bottom of the page first to begin your search?
Get a Boost
So hopefully now you have a good understanding of what search engine optimisation is and why it is vitally important to all businesses, but especially businesses operating in retail. But how do you boost your website's SEO? Well, there are several companies out there who promise to get your website to the top of Google for a staggeringly large amount of money. However, it is these companies who have given SEO a bad reputation. Yes they will be able to get your website to the top but there is no promise as to how long it will stay there. It could be two weeks, it could be a day, it could just be an hour. There is simply no guarantee. This is why it is much better to have an understanding of the different components that can boost your SEO so that you can begin slowly implementing and measuring them.
There are several factors that can have an impact on your SEO. After all, it links back to my previous comments; SEO is not something to be afraid of. It is merely common sense, and Google only wants to show websites that are effective, easy to navigate and that provides its users with the best result. It is all about analysing your website and asking yourself questions whilst doing so.
• Is my content engaging?
• Do I have an updated list of keywords that I am certain people are using?
• Do I use these keywords in the titles of my pages and throughout the rest of the articles?
• Are my links from a trusted source? • Do I know where the links are that point back to my website? • Am I linking my content to all of my social media platforms?
• Do I know the journey that typical users of my website are taking?
• Is this user journey easy to navigate?
• How many of the users that are visiting my website make it all the way through to the payment or enquiring section?
Start Small
These questions can highlight what is working and what isn't working on your website, allowing you to make relevant changes and boost your SEO. The important thing to remember when asking yourself these questions is not to feel that you have to make all the changes at once. Search engine optimisation is something that needs to be constantly analysed and implemented, so do not feel that you need to undertake a complete website overhaul. Once you are armed with the knowledge of exactly what SEO is, what it does and why it is important, it becomes much easier to see how even the smallest of changes can make such a difference.
About Jonny Ross
Jonny Ross has over 15 years experience working with small businesses. He specialises in everything digital, from online engagement strategies to SEO, website design and development to social media campaigns. Jonny has a proven track record, working with both B2B and B2C businesses.
www.jonnyross.com
Jonny Ross 24 | Summer 2015 Tomorrow’s Retail Floors
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