First launched in 2009, BigCommerce is now one of the biggest names in the eCommerce industry, with over 90 000 online sellers worldwide.
Apart from essential inventory management tools, the platform provides an all-in-one solution as it takes care of hosting, updates, security, and resolving bugs or issues. These functionalities make it an excellent choice for those who aren’t well-versed in managing the technical aspects of an eCommerce site.
Although it already comes with the necessary tools, there’s still a lot of ways to improve BigCommerce SEO that owners can do to drive more traffic and improve the search engine ranking of their retail sites.
Importance of SEO in BigCommerce
With the further growth of the eCommerce industry, SEO became increasingly crucial for businesses looking to increase their sales by driving traffic and gaining the upper hand against their closest competitors.
To achieve these goals, it is a must for business owners and their teams to find ways to improve BigCommerce SEO and implement specific SEO strategies. Once properly implemented, these strategies may spell the difference between the success and failure of the business.
As mentioned previously, a powerful eCommerce platform like BigCommerce already has built-in SEO conventions. To let the platform stand on its own without equipping it with further optimizations would be a big mistake for the owner and the entire team.
BigCommerce SEO Tactics
The following are some of the surefire ways to improve BigCommerce SEO. They are proven strategies that business owners can implement to push their campaign towards success:
Optimize Product Listings
The most critical aspect of a successful eCommerce website happens to be the most ignored. Any product listing that’s yet to undergo optimization is like merchandise already on-hand but was placed in storage instead of the display cabinet for customers to see.
Product listings should be oozing with important information that potential buyers will be looking for instead of being left bare. Further, they should contain optimized keywords, photos that are amazing to look at, and buzz phrases that capture the very essence of the brand’s niche.
In most cases, the product page is the first thing visitors see when they enter an eCommerce site. Therefore, every product listing should be attractive enough to sell products and the brand itself without relying on the homepage or landing pages of the website.
To be considered SEO-optimized, product pages should have the following:
- A page title that contains the focus keyword and product name
- A URL that reflects the page title and focus keyword without being lengthy
- A detailed product description that is at least one paragraph long and mentions the best qualities of the product
- Product variations with proper labels
- High-quality images with alt text that describe the product
- An enticing meta description that also contains the focus keyword. It should be a condensed version of the product description
Optimizing an online store with hundreds of products may seem like an unenviable task, but it’s definitely worth the time and effort. An optimized product listing is the closest thing to a “quick fix” for an eCommerce store to achieve a high ranking in Google and convert more sales from additional web traffic.
Conduct Keyword Research
For an optimized product listing to be effective, site owners should also take the time to conduct keyword research. It is a big part of the eCommerce success equation that you should never take lightly.
Before commencing their keyword research campaign, a brand needs to understand what their potential clients are looking for, what other brands are ranking for, and where they’re currently at in terms of search results.
The key to choosing the best keywords is factoring in buyer intent (also referred to as commercial intent).
Simply put, it’s how far along someone is in their decision to make a purchase. There are four different types of buyer intent keywords, namely:
One of the most straightforward search queries to recognize as having buyer intent. The majority of people who search online with the word “buy” is getting close to purchasing.
Search queries that begin with product names can lead to effective buyer intent keywords. When someone searches one of the following, they’re on the verge of buying:
- [Product] + [Top 10]
- [Product] + [Best in 2020]
- [Product] + [Price range]
These are the type of searches wherein prospective buyers are trying to narrow down their choices to a single one and are likely to buy right after.
These are the more subtle types of searches that signal buyer intent. More likely, those who do an informational search are still in the early stages of the buying process. However, if the search is about resolving a concern or doubt, the intent to buy becomes more pronounced.
Those that involve direct models or brands have more certain buyer intent. For example:
- [Product] + [specific features]
- [Product] + [performance specifications]
- [Product] + [technology compatibility]
The results page is still purchase-oriented though the search query is informational.
These keywords aren’t worth targeting because the searchers want solutions but are unwilling to purchase.
Sample search queries are:
- Best free
- Free option for
Although these keywords don’t have the same buyer intent level as the others, businesses that thrive off free signups and add-supported apps may still benefit from them.
Encourage Product Reviews
Product reviews are regarded as a social signal and one of the top ten most important factors determining search engine rankings.
Certain factors, such as the quantity, quality, frequency, and diversity of product reviews, are sent to search engines. These data play a role in ranking your BigCommerce site more accurately. Further, these reviews provide relevant and fresh content for the website, which helps gain a high ranking on search engines.
One good example of a great practice to consider is the use of schema markup to present customer reviews. Using this will enable the product page results to display snippets showing the product rating, review date, and the review itself.
Fully-Responsive Web Design
Another ranking factor is the time every visitor spends on a web page. A responsive web design makes it easier to browse and navigate through an online store. It is also crucial for prospective buyers to have a positive user experience.
In addition, it’s strongly recommended for online retail stores to have an eCommerce site that’s cross-device compatible. Mobile-friendly platforms tend to load much faster and are more likely to provide a better user experience, resulting in a higher search ranking.
High-Quality Product Images
Although they’re already included in the process of product page optimization, having high-quality and shareable product images is worth mentioning again. They play such a crucial role in how customers view the products of an eCommerce store.
In the age of social media, people naturally have high expectations when it comes to online visuals. Therefore, the product images uploaded on BigCommerce shouldn’t just be attractive and of high quality. All of the photos must be readily shareable on any social media platform at a minimum.
The goal here is to make your site visitors feel comfortable sharing the photos on their personal accounts.
It’s not an area that any business owner would want to skimp in. Hiring a professional to take product images or investing in a photo editing course is a worthwhile investment.
Everybody should keep in mind that a great photo can communicate just as much as a well-crafted product description, if not more.
There are many ways to improve BigCommerce SEO to drive traffic and get more sales opportunities. However, search traffic is the only strategy that’s free, reliable, and easy to have.
The most simple SEO campaign can open doors for hundreds of additional sales. The best part is that business owners don’t need to wait very long to see positive results.