Glenn has a great product. However his sales are not as impressive. He’s asking how to get it out to the world wide web in a viral way to up his sales.
He imports superior compression socks from Europe and sells them to the North American market. Though his customers love his product, Glenn is disappointed with overall sales. He asked me to take a look at his site and give my opinion on why he is not successfully in selling more of this unique and in-demand product.
One thing I immediately noticed was that his product description pages were very weak. Glenn’s site was making the same common mistakes that so many ecommerce sites make on product pages, and I suspected that this was losing him traffic and sales every day.
These are the changes that I recommend to Glenn and all other ecommerce site owners:
1. Think About Keywords
Every product page on your site should be keyword focused. If you are not doing this, you can kiss large amounts of Google traffic good-bye. This means that your keyword should appear in your URL, your page title, at least once in your description, and in your image Alt tags.
On-page SEO has changed, and it’s no longer necessary to use your exact keyword phrase every time, so you can mix it up a bit. But still, I repeat, every page must be focused on a particular keyword.
When selecting a keyword, choose something very specific. Research possible keyword options and choose keywords with good demand and relatively low competition. If you are selling a brand-name product, include full name and model number. Try to use slightly different keywords than your main competitors are using. For example, you could also consider adding action-oriented keywords, such as “buy,” “cheapest,” “free shipping,” etc. As an added bonus, these keywords could attract serious shoppers in the final stages of the buying cycle.
Remember: Today’s SEO landscape is competitive. Just using the right keywords will not guarantee you huge traffic instantly. However, it will increase your traffic to some degree, and combined with other SEO efforts it can give a huge boost and help to sell your product.
2. Expand Your Product Description
If your ecommerce store sells brand-name products, you may receive data feeds from manufacturers containing product images, titles, descriptions, etc. While using these data feeds makes it very easy to populate your store, unfortunately, other ecommerce owners have used the standard descriptions provided by the manufacturers.
Like most ecommerce store Glenn runs an ecommerce store selling support stocking and surgical stocks. After two years in the business, he’d built up decent traffic to his store.