People are going to search for your products in a different way; be ready.
The last year was highly significant in the world of online retail for two of reasons; it established the fact that people were now keener than ever before to use their smartphones rather than spend time on their laptops or computers, and drilled home the importance of brands putting their retail outlet in customer pockets. For this reason, if you own an online based business, or are marketing for one, looking into the possibility of generating money through mobile ecommerce is a very good idea indeed. It does require some extra thought when it comes to mobile SEO however, as things aren’t necessarily going to be the same anymore.
The main reason that things can be a little different is quite simply the smaller size of the screen on a smartphone. It has a knock on effect which changes how you should optimize your site and products. The issue is that people are reluctant to attempt to search through a whole website, which is intended to be displayed on a laptop or desktop; things can be pretty awkward on a small screen.
There are three ways in which online retailers are combatting this problem; they are optimizing their products to appear in search engine ‘shopping’ searches using Google Base, having mobile versions of their websites, and launching their own apps. The last two can be more complicated, but ensuring that your products rank well in Google’s product search is a little easier. It’s also effective, because many mobile shoppers will search for what they need this way, rather than going through lots of sites.
How to Rank Products Well
• Make sure you’ve got an accurate and strategic title, just as you would for any other form of SEO. Fit keywords in here too.
• Google will rank the same products in order of price, so while this isn’t something you might have control over, the cheaper the product, the higher it is likely to get.
• The description is absolutely vital. Just as you’d spend time optimizing a landing page, you should do so for product descriptions. Phrase rich content will certainly help.
• Google merchant center gives you lots of data input options. The more information you can give to it, the better rankings will be. It’s not essential to fill everything out, but do whatever you possibly can.
• Make sure that your content is current. Just as with everything else, Google loves things that are fresh and new, so making sure that your descriptions are up to date, and are updated from time to time will help push your products ahead of the competition.
• You might not have a huge amount of control over them, but product reviews are one of the major ways in which Google ranks things. Encourage users to review products, and they should rise above the competition. Google does of course favour reviews in Google Checkout, so focusing on this could result in success.
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