Everyone makes mistakes, but when you’re making mistakes that cost you money, it is time to find out what they are and correct them as soon as possible. When it comes to e-commerce, there is a lot of potential for error. But there is also potential to make a great deal of money if you can learn how to avoid the major pitfalls. Here are five e-commerce mistakes that you’re probably making – but don’t worry – they are all fixable as long as you know what they are. Once you have identified them, you will be able to avoid them in the future as well.
#1. Only Using One Type of Content
When it comes to blogs and regular websites or sites propped up on a content management system people have no problem remembering to use different types of content. But for sites that are focused on e-commerce, people seem to think that this rule doesn’t apply. Well, it does, and if you want to be successful in internet marketing and e-commerce, you will have to diversify your content.
Google’s algorithm loves to see many different types of content on your website, even if it is an e-commerce website with product listings. The G-man…er…G-bot wants to see high-quality images that aren’t found elsewhere on the internet (if possible), posts, product descriptions, videos, infographics and whatever else you can think of. Google just eats that stuff up and if you want to reap the rewards that come from varied types of content on your website, you’ll make an effort to incorporate it.
#2. Not Updating Often Enough
You probably already know that you need to add new content to your website in order to maintain your position in the SERPs, but what you might not know is that you should do it fairly often, and you should try to do it on somewhat of a regular schedule. In fact, if you have a choice between adding more content to your website but doing so sporadically, and adding less content but doing so on a regular basis, you should choose the latter. In fact, it doesn’t really matter if you update daily, every three days or once a week, as long as you stick to the schedule that you made.
#3. Focusing Too Much on Difficult, High-Traffic Keywords
That keyword that would bring 15,000 visitors to your site every week if you could just get in the number one spot is a dead horse that you are still beating. You probably could get into the number one spot eventually for that keyword, but by the time you do, you will have spent far too much money and the ranking rules might have changed to much that they are unrecognizable from the ones now.
Instead of focusing on those high-traffic keywords, build a huge list of thousands upon thousands of keywords. You will not have to work as hard to get traffic from those keywords and you can spend your time doing other things to improve your e-commerce site. These days, it is more effective if you simply optimize your website for as many keywords as you can and not worry about ranking for any of them until later when you see that a particular keyword is doing well for you sales-wise.
#4. Forgetting Outbound Links
One of the things that many people with e-commerce sites seem to forget is outbound links to relevant authority sites. Sourcing your content by linking to relevant authority sites is nearly as important as getting links one-way links from authority sites. Google likes to see those outbound links and natural link building always goes both ways.
Here’s the way that Google sees this: if you are linking to websites that have bad information, are designed poorly and contain even more bad links, Google isn’t going to reward you for them. If you are linking to quality, authoritative websites, then your site has a much better chance of being legitimate, even if it is an e-commerce website.
You definitely don’t want your site to be a dead-end website that doesn’t allow an easy exit for people that have stumbled onto something that isn’t what they are looking for. Providing them with authority site links might give them exactly what they want and since they aren’t going to stay, you may as well give them a way to leave.
#5. Breaking the Cardinal Rule of SEO
E-commerce websites sometimes forget about the cardinal rule SEO, which is to make sure that the user has the best experience possible. You can get traffic simply by giving those that visit your website what they want.