E-commerce in Melbourne is booming, with online websites changing the game and surpassing the reach that offline billboards could ever achieve. As the market becomes increasingly competitive, businesses need to optimise their online presence to attract traffic, keep users engaged and convert them into customers. Following the leading ecommerce SEO Agency Melbourne, here are four essential tips to effectively improve your e-commerce SEO performance, ensuring your products and services reach the right audience and win their hearts.
Your Online Business Card: Title Tags and Meta Descriptions
We understand the tradition that a well-designed and highly relevant physical business card stands out from the crowd; similarly in search engine optimisation, your title tags and meta descriptions emerge as the first things that come into your users’ perspective, and significantly influences their interest to click through and find out more.
This is where perspective is important. Think about what you type into the search bar when you look for a particular product – whether the product name, the brand, or a given situation of use, you can use this line of logic along with extensive keyword statistics researched to optimise your title tags with precision and accuracy.
The meta description, on the other hand, allows you to tell the search engine what users can expect when they click on your link, as well as communicate the general gist of the content you’re creating to the search engine at hand. According to HubSpot and Google, meta descriptions should be short, descriptive and include keywords. To write a good meta description, you can consider answering the questions users might have, offering solutions that make a difference, and remembering to be engaging and unique.
Smoother Browsing: Enhancing Category-Level Navigation
You may recall the experience of going straight to the table of contents or index when looking for a particular page in a reference book, or easily finding the crisps you want in a supermarket by following the category labels on the shelves. Such navigation tools help people find and get to their destination easily and greatly curate their experience, which is a key insight we hold at an ecommerce SEO Agency Melbourne.Â
If users cannot find what they want at a minimal level, they are more likely to give up and leave your site. This changes through optimised categorisation – cataloguing and grouping products based on similarities and search intent. Here is an example of a site that sells household appliances:
Source: SEO Ecommerce Category Pages: A Complete Optimization Guide by SEMRush
You could also consider creating a faceted navigation on the left-hand side – where users pay most attention – to further filter products by attributes for quick review. Along with a positive and personalised URL design, this skill has been proven to increase conversion by 26%.
Source: SEO Ecommerce Category Pages: A Complete Optimization Guide by SEMRush
Don’t Miss Opportunities: Managing Outdated Products and Pages
Imagine coming across a 404 Not Found page while browsing – regardless of how benign, you would probably feel confused and even annoyed at the disruptions that appear to your user experience, aspects that the optimisation process exists to solve.
In e-commerce, a specific HTTP status code with huge potential is the 301 (permanent) redirect. It works like a mail forwarder, automatically asking the server to redirect visits from the old/abandoned URL to a new location. It’s particularly useful for products that may have expired or been discontinued, as you can retain the SEO value of the original page and keep users engaged with similar but newer alternatives, rather than losing sales potential through mismanagement.
Similarly, for products that are temporarily out of stock, you can intuitively offer the option of email notifications when they become available again, showing your consideration while reducing the chance of losing them to competitors and maintaining a steady flow of traffic.
Regular Optimisation of Call-to-Action (CTA) Elements
The Call-to-Action (CTA) is indispensable in the conversion process. Examples easily appear here; however, as there are abundant repetitive examples and the target audiences are usually more knowledgeable than ever before, common and general CTA may not get you the desired result of educating the users and getting conversions.
In terms of design, the first step is to set the stage and make the call to action stand out clearly, supported by strong context. Deliberately leaving extra white space and breathing room around the button will help avoid cognitive overload or choice paralysis when evaluating a course of action. In e-commerce, you may want to add urgency by mentioning limited stock or an expected price increase, and try to sell more by identifying your best prospects and making it clear that your offer is in their best interest.
Tailoring CTAs to seasonal trends or sales events can make them more relevant and compelling, and using A/B testing to experiment with different versions of CTAs can provide insights into user preferences and behaviours, allowing for data-driven adjustments that improve conversion rates.
Final Thoughts – Ecommerce SEO Agency Melbourne
While building trust and affinity is important, making it easy for people to buy from your site is also a high priority. You want to ensure the sense that problems are addressed with a sense of support. This can only be achieved by creating a holistic, user-friendly experience that evolves in real time.
At SEO Melbourne, our experienced experts come with an in-depth understanding of e-commerce SEO best practices. Contact us today to maximise your site’s performance and ensure a smooth and profitable browsing journey.
