En este artículo te voy a dar algunas sugerencias sobre cómo mejorar el SEO en tu tienda online.
Although SEO involves very meticulous work and must be done by experts, the idea of this article is only to give you basic concepts so that you can have an acceptable performance for your website or your online store.
The concepts shown here are based on the use of the Yoast SEO plugin of WordPrefect in its free version.
What is SEO?
SEO is the acronym for Search Engine Optimization and consists of a number of "textual" requirements that search engines like Google requires that your content be indexed and found on the web.
These requirements help improve your search engine rankings and the more accurate they are, the greater your chances of appearing in the results.
SEO is an “additional” process to web design, through which aspects of the content of a page are modified, to improve its visibility in search engine results.
Therefore, it is very important that you approach SEO-oriented work from the beginning and take it as a general rule for all your startups on the web.
It is very counterproductive to do it after the publication of the site, in addition to representing a double job and a double budget.
In recent years, SEO has been one of the most valuable practices in web marketing, due to the contributions it generates to the traffic of a web page.
This contribution, according to the intention of the website, can translate into more sales, more opportunities, more advertising, greater content dissemination, etc.
If you intend to get advertisers for your website, you must make sure you do a good SEO and that your website is very well ranked and gets many visits.
Otherwise nobody is going to invest money in a little visited website.
So you should never do without SEO!
How do search engines work?
Whether you have a corporate website or an online store you have to understand that each page represents a fundamental element to improve SEO.
Search engines have two main functions: browsing the web and building indexes.
With this they provide you answers by means of a relevance calculation and thus show you optimal results.
A search engine consists of four basic parts:
- A user interface to make search requests (for example, the Google website)
- A robot or spider that searches for information on the Internet
- An algorithm that connects user requests to the database.
- A database where all content has been indexed
The heart of any search engine is undoubtedly the algorithm that directs the robot or spider and then categorizes the information that will be displayed after user requests.
Google sends robots or crawling spiders, which we call “spideries,” that periodically analyze your website looking for variations in the content.
Those variations add value to your positioning, since if the robots continuously pass through your website and do not register new content, Google will consider it as not relevant and your positioning will not be good.
I advise you to periodically update the contents of your website adding new sections and new products if you have an online store.
Having a blog of news with topics related to your activity is highly valued by Google since it provides relevant content and favors the traffic of your website.
But I advise that the contents are their own and not copied from other sites, since they can be considered duplicate content and can be penalized.
Therefore, you must worry that the information on your website is relevant to improve your positioning and favor that your customers can find you easily.
Establishing communication priorities
Search engines first read the URL of the page (www.yourcompany.com), then the title of each page, then the subtitles of the content and finally the texts and images of your pages.
All these elements must be strategically and with logical criteria in view of improving SEO.
Each item in your online store constitutes a new independent page and you should make the most of it.
Each page allows you to create a "target keyword phrase" that defines the content of the page.
This phrase must contain in no more than 6 words, the keywords by which a user would search for you on the web and must be as specific as possible, avoiding generic phrases that would yield many results.
They must also appear in the title of the product, since as I told you before, it is the first thing that search engines read.
These keywords must also appear in the descriptive text of the products and in the metadata of the images.
Do we see an example?
I will demonstrate it with a specific example of a product in an online store.
The product is a Nothland brand men's jacket.
An objective keyword phrase describing the product could be "gray hooded jacket" , but that description would return hundreds of search results.
Therefore we need a more limited phrase. How about we try something more specific?
Northland Hooded Men's Ski Jacket
Here we are showing 5 basic concepts that could be of interest to the client who is looking for a specific product:
First we define the product ( jacket ), then the user ( man , woman, children), then the specific use or material ( ski , sports, dress, raincoat), then we clarify that it has hood , and finally the brand ( Northland )
Those 5 words are filtering us and narrowing down a lot of results that we are not interested in and that favor our products to show themselves in better positions.
The product (and page) title should contain this key phrase, preferably at the beginning.
The title may be longer: Northland Men's Tibor Waterproof Zip Hooded Ski Jacket , but we make sure it contains the key phrase.
The key phrase, or any of its words, must also be repeated in the descriptive texts and will favor web positioning.
SEO in images
Although the meta description does not influence the web positioning, it allows highlighting the search keywords, improving the CCR (number of times a keyword appears).
As I said in a previous article, it is very important how JPG image files are named, they must be descriptive and contain the key phrase to improve their indexing.
So I repeat, never leave the default name as it comes from the camera (eg pic0024585.jpg )
Optimizing image attributes
The images of your website are saved in the WordPress Media Library that allows you to configure their attributes.
Completing these fields creates HTML tags that favor SEO.
Image title: It normally takes it by default from the image file name, and that is why before I told you not to disregard this file title.
It is advisable to create the image files with the definitive SEO-oriented titles and containing the keywords that we want to position. Anyway, it can be optimized in the WordPress library image editor
Alternative text: It is very important for SEO and is necessary for people with visual disabilities (the browser plays an audio with the text). It must be descriptive of the image and try to include the keywords, but without abusing, they should not be in ALL the images on the same page.
The Legend and Description fields are additional information that is not superfluous to implement. Although they do not generate positioning, all the added value information is always valuable.
The advantages offered by e-commerce are so many, that there are definitely no reasons not to try to position yourself on the web.
What are you waiting for to have your virtual store?
I hope you enjoyed this article and that it was useful to you.
If you wanted to have your virtual store and you consider that I am a suitable professional, do not hesitate to contact me, I will gladly advise you.
Te invito a leer mis otros artículos, compartirlos y a dejarme un comentario si lo deseas.
Adrián Pablo Conti
Soy Diseñador Gráfico y Web egresado de la Universidad de Buenos Aires (FADU-UBA)
Desde 1993 dirijo Web4, mi propio estudio creativo freelance de Diseño Gráfico y Web, ubicado en la Ciudad de Buenos Aires (Argentina)
Me especializo en el desarrollo de identidad visual, comunicación institucional, web sites y tiendas online, diseño editorial, catálogos, revistas y diseño de packaging, entre otros.
All the images shown in this article are their own or were obtained from the web for illustrative purposes and belong to their respective authors.
- Curso Yoast SEO para novatos 2019 (Udemy)
- Cómo configurar el plugin Yoast SEO de WordPress (2020)
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