2. Make Use Of Web Analytics

Once you have defined your search engine optimization goals, the natural next step is to make sure they are working for you. Analytics software will track your site visitor’s movements, and will show you what’s working and what’s not. Analytics can not only show you how your customers are finding you, helping you see where you should be investing your marketing budget and energy, but can also help identify areas of your site that are losing you business.

There are a lot of great programs and softwares that can analyze your data, including tools like Google Analytics, Google Search Console, and Adobe Analytics, so it’s time you start making use of them.

Google’s Matt Cutts stated, “Speeding up your website is a great thing to do in general. Visitors to your site will be happier (and might convert more or use your site more), and a faster web will be better for all… This change highlights that there are very constructive things that can directly improve your website’s user experience. Instead of wasting time on keyword meta tags, you can focus on some very easy, straightforward, small steps that can really improve how users perceive your site.”

There are a lot of resources for not only how to increase the speed of your website, like this in-depth blog post from Rank Higher, but also some great tools for how to measure that speed, using tools like Pingdom. Some solutions may be quite simple, like eliminating unnecessary widgets and plugins, or having too many ads on your page, while other solutions may prove to be a little more in-depth, like changing your web host.
This may seem like an overwhelming step, but that’s where we can help. Epic Shops has ten years of experience navigating the eCommerce and SEO world, and we have seen incredible success in streamlining websites for a great customer experience and higher conversion rates.

4. Work Toward Increasing Your Expertise, Authority, and Trustworthiness

Google has a search quality ratings guideline that is measured by three things: expertise, authority, and trustworthiness, or E-A-T. In our recent blog post we discussed the importance of establishing credibility in order to assure your customers that you can offer the service or product they are looking for, and deliver it with speed, efficiency, and integrity.

Establishing your expertise and authority can be as simple (or as complicated) as having relevant experience of working in the sector that you are trying to market. Proof of this experience can be found in your main web content, as well as featuring reviews and customer feedback from previous buyers. Building authority using SEO takes time, and it will require you continually produce frequent, quality content. Make use of avenues such as content marketing, guest blogging, targeting your store for mobile devices (which we will talk about later on), and social media marketing.

The Trust component of E-A-T is two-fold.

Firstly, there needs to be a relational trust. In life, you build trust by getting to better know a person. In eCommerce, you build trust by getting to better know a brand. Having a clear and concise “About Us” section, containing a story of your history and your mission statement, allows customers to build a relationship with your brand. The more they know about you and your company, the more likely they are to find you trustworthy.

Secondly, there needs to be transactional trust. This means your transactional pages need to be secure and safe pages for your customer. It’s also helpful to offer guarantees of satisfaction and reliable customer service. Knowing that a brand backs your happiness, and is dedicated to seeing you satisfied with your purchase, is one of the surest ways to build trust with your customer.