Online visibility today is no more a luxury but a necessity. Over the years, the number of e-commerce operators has greatly increased and it will continue to do so. In this post COVID world, an online presence is everything. So, in this sea of online retailer how can you make sure that your website attracts maximum traffic, ORGANICALLY?
Let’s look at a few things you can implement to drive traffic, conversions and improve your Google ranking.
Product Tagging
Tagging is the process of assigning keywords and phrases to a product so that it’s easier to locate on your e-commerce website.
Typically, products are assigned to categories and are searchable via keywords. Not only do the tags highlight the attributes of an item, but you can also use these tags for cross-referencing other similar products. When a customer is viewing one product, they could click on one of these tags to see a list of other products with the same tag.
It is no secret that tags improve a websites on-site search and has the highest rate of conversion for e-commerce product pages. Properly allocated tag for a product can also improve your search engine rankings as they double up as keywords. In some cases, this may trump even brand-specific search engine queries. Therefore, intuitive product tagging is a must for online retailer/e-commerce operators.
To a search engine, these tags are full of keyword-rich links to relevant content deeper in a site. As mentioned before, each piece of tagged content should have links so the users can find other content related to it by tags, and search engines really like this. Tags are great for SEO too because your tags generate their own URLs, and each tag is a keyword-rich internal link to that page, reinforced by the tagged items themselves and the sitewide tag cloud if you have one
At Okkular, or AI-powered Tag-Gen can ingest any online catalogue and produce intuitive, attribute specific and SEO friendly tags, guaranteed to improve your on-site search as well as search engine ranking. The labour-intensive and time-consuming process of manually adding tags can now be handled in a matter of seconds with our AI Tag Gen. Dynamic and customizable as per your needs, the Tag-Gen is constantly learning, developing and absorbing new tags keeping in mind the consumers search habits and latest trends.
Note: Make sure when you design, your category and product pages you use tags that are interlinked and keyword-rich. The objective is to hold the interest of the consumer by making navigation easy and optimum for the final conversion i.e., purchase of the product.
Let’s now deep dive a little more conceptually to understand more about different kinds of SEO keywords and strategies.
LSI Keywords
Back in the day, if you wanted your page to rank cramming it with one keyword repeatedly was your best bet. Google and other search engines would figure out a page’s topic-based 100% on the keywords they found on the page, which is why keyword density was very important.
However, things have changed since then, the new google search algorithm ‘Panda’ and ‘Hummingbird’ have greatly changed the way the crawler indexes and ranks pages. In simpler words, it now uses ‘context’ to determine the credibility of a page.
Latent Semantic Indexing or LSI keywords are conceptually related terms that search engines use to deeply understand the content on a webpage. Google relies on LSI keywords to understand content at such a deep level.
For example, let’s say you added a new product page for a floral-print dress. Google will still scan your page to see if you use the term “floral-print dress” in your title tag, content, image alt text, etc. At the same time, Google will also scan your page for LSI keywords like “autumn, “fall collection”, “midi”, “print”, and “dress length”.
And when they see these LSI keywords in your content, they’ll say: “We’re confident that this page is about a floral print dress.”
Keyword Synonyms
The mind of a consumer works in myriad ways, each consumer will have different ways of identifying products and searching for products. A single product can be identified using different keywords depending on the location, language and preference of a consumer.
For example, “Oxford-Shoes” are also called ‘Bal-type” a user can use both the terms to search for the same product. In France Oxford shoes are called ‘Richelieu’ so a user in France or of French-origin might use the word ‘Richelieu’ to search for the same product.
Let’s take another example, a ‘blouse’ is also known as a ‘top’, a consumer may use two different words to look for the same product. However, the term blouse in India would identify with clothing that is worn with a Saree. It is important to understand your audience and optimize your page accordingly.
Integrating your product with the relevant synonyms help combine multiple searches and direct the consumers to the relevant page. These simple tweaks will ensure greater conversion and help improve overall search rankings.
However, identifying these keywords can be tricky, for such SEO optimization you’ll need a deeper understanding of each product, their synonyms and search volumes. A fashion enthusiast combined with an SEO expert would be the ideal fit for such an optimization. Unfortunately, often fashion enthusiasts love fashion and not SEO.
At Okkular we help users find the perfect keyword-rich tags for the product effortlessly. Our highly intuitive tag-gen can identify related tags and synonyms that can be optimized for high SEO traffic and visibility.
Long-tail Keywords
Consumer search habits are diverse, each has its own way of looking up products. Some will your synonyms, some may use a specific keyword, there is another brand of consumer who may use multiple keywords to search for a product. Often consumer may string together a slurry of keywords to look for a very specific product, these are called longtail keywords.
Let’s look at an example, a consumer may want to buy a wedding dress, his/her search query may look something like this ‘lace-mermaid-eggshell-wedding-gown’. The query is very specific, the consumer wants a mermaid style wedding with lace and in eggshell white. The keyword is attributed to heavy and very specific, and the consumer is more motivated to buy this item if he/she finds it.
How do you then as an e-commerce seller capture this as part of your SEO process?
Here is how we can help – our AI closely examines the product and produces ‘tags’ that are attribute specific with each detail of the product listed down. Our tags help push your product in more complex searches, and give you access to another segment of users.
These attribute specific tags not only help optimize search engine ranks but also on-site searches as well. You can customize your tags as per occasion, events, trends within a few minutes. For instance, Valentine’s day is around the corner and you’ve noticed a jump in the search for red dresses. With the help of our Tag-Gen, you can select all the dresses marked red add the prefix “Valentine’ or Valentine’s Day’ to it and optimize your website in just a few clicks, without the pain of manually doing it for each product. Save on time, money and effort and drive the trending traffic to your platform with ease of our products.
Long-tail keyword and Speaking URLs
Now, this is hardly news that e-commerce platforms are riddled with the problem of duplication. When you have products that are similar, often creating unique URLs for them is a pain point for web-developers and SEO managers. You end up creating similar URLs that confuses the google crawler and causes SEO loss. Often one URL ends up cannibalizing the other, diminishing its traffic completely. This results in one item getting sold out completely and the other piling up in your inventory.
Our system generated attribute specific tags can solve this problem for you. Here’s how? Once a catalogue is ingested our the Tag-Gen will start producing keywords accommodating for each aspect of your product, based on its length, brand, dress type, neckline etc.
A typical tag generation would look like this:
| body fit; skin tone; knee-length; round neck; dress, |
Not only do the tags generated resemble a long tail keyword it resembles a ‘Speaking URL’. What is a speaking URL you may ask? These are SEO friendly URLs that help generate more traffic and help increase your search engine discoverability.
A typical URL looks like this: | |||
www.mysite.com/index.php?id=12&L=1&tx_myext%5Bmyext%5D=1… | |||
This is what a speaking URL looks like: | |||
www.mysite.com/dresses/bodyfit-skintone-knee-length-round-neck-dress/34567/buy |
An easy to read URL with a high discoverability rate, enriched with the goodness of a long-tail keyword. Creating these URLs is fairly simple with the help of our Tag-Gen, feed your product to our Tag-Gen, acquire custom tags for the product and create a unique URL for your product without the problem of duplication.
SEO is a holistic effort of all pieces of a business, including social media, marketing, web design, networking and copywriting. However, when you optimize your site, you create the best possible result for your target keyword.
The common pain points of an e-commerce platform stem from the abandonment of shopping cart, unavailability of the item or simply deciding that particular product wasn’t exactly what they wanted. Okkular’s Tag-Gen creates product tags that can help fill in these gaps and mitigate the losses these problems cause.
And so, after you’ve made it this far, I must ask – are you really harnessing the full potential of your Product-Tags?
