Link building is a major part of search engine optimisation. It forms the foundation for any SEO project and helps to get your website noticed by search engines. E-commerce sites are among the most difficult sites to optimise, yet they are also the most common sites in need of SEO.
Building links for a shopping site can be a fairly easy if you have some creative link ideas, such as guest blogging, product giveaways for reviews, competitions and freebies. So if you are building links for an e-commerce site, what anchor text should you target?
Search Volume vs. High Converting Phrases
Search volume data is the first port of all for most SEOs – looking into what people like to search and the phrase competitiveness will give you a good idea for the best keywords to weave into a link campaign. But what happens when you want more than just traffic?
E-commerce businesses care about more than just getting web visitors – or they should anyway. An internet business should be concerned with attracting high basket value visits so that they can benefit from a good conversion rate. Turning traffic into sales is just as important for link building as it is for on-page optimisation, so anyone looking to build links to a shopping site should aim for high-converting anchor text phrases.
Creating the Perfect Anchor Text Balance
Targeting phrases with high search volumes and an above average conversion will not only improve traffic , but you’re more likely to see a boost in sales too. Despite some high profile clients aiming for vanity keywords or trophy phrases, traffic alone won’t improve sales.
If you want the perfect anchor text for high traffic and high conversions, here are some of our tips:
1. Use Google Analytics data – download your organic keyword report and review your list of key phrases.
2. Look at search volume / visits – search volume is very important for attaining traffic.
3. Consider conversion rates – eliminate phrases which do not convert well otherwise you will be attracting low basket value traffic to your site.
4. Look at phrase competitiveness – always compare competitiveness against search volume to see if your desired keyword is worth targeting.
5. Get ranking data – choose words you rank moderately well for and avoid setting your goals too high.
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