If you’re an Ecommerce website and doing (pretty) good in the conversion and engagement, then we need to discuss SERP rankings. The Ecommerce industry has been flooded over the past few years with hundreds of new players that created a huge demand for products. This has led the market to grow exponentially and become quite competitive as well. Which makes it even more difficult to rank for your desired keywords than it used to be.
Learn the best online business steps to rank your ecommerce website and be listed on the search results page of search engines. There are thousands of ecommerce business owners all over the world, and making a site that works well is vital to surviving and succeeding as an online store owner.
Most people use Google to search for products. Usually, the top three results receive more impressions. Making sure that your site appears on the results page is necessary for the growth of your business. For that, you need to understand the key metrics and factors that influence rankings.
Ecommerce Business Steps to Rank in SERP
Entity Metrics
Entities are things or concepts that are well-defined, recognizable, and can be distinguished from the other. Entities exist independently and share relationships with other entities. Google uses entity recognition in its algorithm. Therefore, an understanding of entity metrics is essential to find a place in Google’s rankings.
Google determines what to rank on its search page based on a score. The score awarded to sites is based on a combination of certain metrics.
SEO expert Dave Davies explains that the grading system is based on four factors:
Relatedness
This metric is based on the co-occurrence of two entities on the web. If two entities occur together multiple times, Google sees a connection and a linkage between them.
Notability
Google determines the degree of notability of an entity by comparing the value of an entity against the value of the domain. The high-value entity in a not-so-valuable domain gets more notable. Popularity and frequency of occurrence also determine the notability of an entity.
Contribution
The contribution metric is determined by reviews, ratings, impressions, and mentions. Links, mentions, and reviews from reputed sites are very effective as the entity contribution of big sites is higher in their respective domains.
Prizes
The prize metric attaches value to entities that have won awards and recognition. The entities having more prizes will rank higher than other entities.
After determining the four metrics, Google gives weightage to the metrics based on the type of query a user makes. The next stage is Google creating a SERP page. Kevin Indig, Director of SEO at Shopify, has determined Google’s ranking factors from seven sources. He lists ten ranking factors:
-
Content
Google launched Hummingbird in 2013. Through the algorithm, Google aims to deliver the most relevant results to queries. By using entity recognition, Google is getting better at understanding the context and relevance of user queries.
Keyword research might not be a crucial factor in rankings. But it can help you find related topics to write about. Competitor keyword research can help you find high-value but low-competition keywords. Besides content creation, content optimization is a significant factor in rankings. Either remove low-quality content or improve them. It will help you rank. You need to create a proper content strategy for the eCommerce Sites for better outcomes.
-
Links
Links are essential to index and rank sites. Anchor text and the strength of the link source determine the link quality. Another factor is the relevance of the content between the link source and the target.
Internal links are crucial as it makes the task easier for search engines. They help manage and drive traffic, create a road map around specific topics, and prioritize pages for Google to rank. Therefore, it is essential to have a user-centered approach that ensures the smooth navigation of your site. It helps not only your customers but also the search engines. For internal link structure, you can get the ecommerce solutions from an e-commerce website design company.
Backlinks establish your credibility and reputation. Ensure that your backlinks come from authoritative and trustworthy sites. Also, your links should come from a diverse range of sources.
-
User Intent
Google’s quality rater guidelines distinguish between four types of user intent.
- Know
- Do
- Website
- Visit-in-person
Google analyzes the words in search queries and tries to understand the meaning and context of the search. Then it pulls out relevant results from the index. Therefore, it is crucial to create and optimize content based on user intent.
-
Click-Through-Rate
Click-through rate (CTR) is the ratio of clicks to the number of views on a page. Various factors that influence CTR include brand recognition, the relevance of title, description, and URL for the search query, and the richness of snippets or lack thereof. Google gives more weightage to longer click-through viewing times.
-
User Experience
User Experience is determined based on three factors: Accessibility, Usability, and Design. You need to ensure that your page loads without issues and is faster. Make sure that your site is compatible across different devices, as it influences the usability indicator. Design your site so that it looks professional, trustworthy, and clean. For web design, you can get e-commerce solutions from an ecommerce website design company.
-
Title Tag
It is essential to include keywords in your title. Google recognizes keywords on titles, headings, and body of text and ranks them accordingly.
-
Page Speed
Google has made public announcements that page speed is critical for rankings. Page Speed optimization is not just for computers. It is also essential to ensure faster mobile loading pages.
-
Freshness and QDF
Query Deserves Freshness (QDF) determines whether a topic is hot or trending. “Freshness” is a ranking signal that checks whether the content is up-to-date. QDF uses search volume to determine the popularity of a topic.
-
EAT
Expertise, Authority, and Trustworthiness (EAT) together influence rankings. You should be an expert in your domain. It requires trust and which, is built over time. EAT is determined by various factors such as domain age, reputation, reviews, and ratings.
-
Encryption
Google wants to ensure user safety on the web and wants site owners to use HTTPS encryption. Encryption is critical for insurance, finance, e-commerce, and banking industries. Google gives higher relevance for HTTPS for some parts of a website.
