A retail store online isn’t all that different from a brick and mortar retail store — they both offer a collection of products, they both strive to provide an excellent customer experience, and they both need to be cleaned every now and then.
Just as you sweep and dust every aisle and every shelf of a brick and mortar, you need to straighten up your retail store online … not because customers are moving your product around, but because your product pages constantly need to be monitored for progress. If a particular product isn’t doing well, you need to take a look at what your options are in terms of bringing it up to par with your other pages.
Search Engines Optimization
Cleaning your retail store online usually comes down to a bit of the old search engine optimization. Because search engines are constantly changing and users are constantly changing the way in which they search for content, it’s crucial to consider search engines optimization at his point.
It doesn’t have to be much of a process if you have a professional optimization specialist at your side, but for those that don’t, the overall idea is to use the best practices (which change frequently) to get your product pages ranking better in the search engines index. Whether this means creating new content, improving your on-page link sculpting, focusing on the actual copywriting aspect of your pages, or a combination of a bit of everything is up to you and varies from project to project.
Creating New Content
Freshening up a page doesn’t have to be a major operation … adding some fresh content can go far when optimized for the right keyword. This works especially well for landing pages, which tend to focus on presenting a lot of optimized content.
In addition to focusing on the actual amount of content, you should focus on diversifying your content so the page is relevant and interesting. This might involve creating a list style article within your actual page, a few photos, info-graphics, and videos.
This technique involves reviewing every link on your website, no matter if it’s in the content body, the header, or the sidebar. The idea here is to optimize your links anchor text so it helps inform search engines your particular piece of content is relevant to the keyword you’re targeting.
Think of this like polishing your entire store — it takes time, but the end result will help create a better experience and maybe even attract new people to your retail store online.
Reviewing the actual copy of your page, headlines, and descriptions is an often overlooked segment of the retail store online to which you need to spend a lot of your attention. Because the copywriting involves the actual language people relate to and search for with search engines, the more relevant and universal your copy, the better your chances are of attracting customers through the search engines and persuading them to make a purchase or subscribe to your newsletter.
If one keyword isn’t working well, change it to something that looks like it might work well.