Now, more than ever before, there are so many online stores and new ones keep popping up everywhere. Etsy, Depop, Shopify… It’s becoming easier for people to set up their own online store and they can even have their first customer within hours after setting up their profile. And with the right help, you can even have an online storefront that’s full functioning in just a few days, maybe even in one.
But like with every other business out there, you’re essentially fighting for customers. Whether you’re products are niche or a similar variation of something else that’s available. It’ll just be a different kind of battle depending on which category you fall in – niche products requiring specific searches or miscellaneous products with an incredibly competitive search volume.
So why is it that your e-commerce products aren’t ranking but everyone around you is doing great? One (or more) of these reasons is probably the answer!
Reasons Your E-Commerce Products Aren’t Ranking
1. Generic Product Descriptions
Anything you were ever taught about shortcuts making your life easier… Forget that. When it comes to SEO, they’re nothing more than a hinderance for the exposure of your site and services or products.
Unfortunately, it’s really easy and really tempting to just copy over a bunch of product descriptions and specs from the manufacturer. When you’re not the developer of the products you sell, it can be ridiculously time-saving to just use the product description of the manufacturer. However, manufacturers often use the same descriptions for products that are similar and perform the same.
Which… isn’t great. In this situation, Google prioritises the initial manufacturer first and foremost. Then they move down the chain, starting with the most dominant E-Commerce sites before they even reach you. So with a unique description for each product, Google won’t be going through a whole supply chain before they get to your posting.
2. Missing Product Descriptions
Sometimes, when you don’t include a product description, Google might come up with one itself based on other similar products or the manufacturer’s own description. Then, that ends up leading to the problem of having a product description that is unoriginal, generic.
But from a customer perspective, how do you expect them to pick your product over every other product out there? You’re not even telling them what your product does!
3. No Product Reviews
If I can tell you one thing it’s that reviews are always helpful. Good or bad, reviews help other people get an idea of the product they’re about to purchase. Every big eCommerce site has a review section, it’s practically one of the key parts of selling products (or testimonials for services you sell).
Allowing users to rate your products is actually what helps to sell them to others, believe it or not. On top of that, it establishes a relationship of trust between seller and buyer. Between a store with product reviews and one without, the majority of people will buy from the store with reviews.
4. Lack of Information on FAQ Section
One of your best resources, that is easily accessible by the way!, is your FAQ section. Amazon probably has one of the best examples of a well-develop FAQ section. They have a space for any Amazon user to leave a question which can then be answered by a verified buyer, the seller, or the manufacturer themselves.
The best answers, usually voted by users, will be at the very top of the FAQ section. This particular idea is very well suited to online stores because everyone has an opinion or question that differs from another. Even though these are the most frequently asked, allowing users to ask and receive direct answers is what establishes trust.
5. No Blog Page
How great is blogging?! Not just for allowing creators the chance to play around but because of it’s benefit to your site. Modern marketing basically relies on all types of content, and that includes blogs.
Having a page where you can publish thoughtful or informative content about your industry or your niche means that people can find out more. About you, about your company, even about your industry. The thing about blogs is that they’re really informative to consumers in other ways, too.
They can get a feel for the kind of business you run and the values you have based on how you write, the topics you focus on, and the message you want to share. When people can understand the human behind the business, it makes it easier to develop buyer-seller relationships. It also further deepens consumer loyalty because finally! They’ve found a company that shares similar moral outlines and beliefs!
6. Wrong Target Market
No matter whether you’re eCommerce or not, when you put anything out into the void that is the internet, you need tog et your target audience right. People aren’t all interested in the same thing. Sure, some things are popular or suddenly experience an increase in sales thanks to going viral, but that still doesn’t apply to everyone.
So when you put your own products out there, you need to consider the most appropriate target audience. Crocs aren’t loved by everyone, after all. It’s a shame, really – they’re solid pieces of footwear. So comfy!
Anyways… Those who would be most interested in your store are the ones who will be most likely to buy your products. Which means it’s them you have to target.
7. Unrealistic Expectations
Should I make lucky number 7 the last point for this blog?
One of the biggest causes for not reaching the goals you set is because they were unrealistic to begin with. You won’t be the top spot on every search engine the day after you set up your store – probably not even a month, either. It takes time to establish yourself and grow.
If you are hoping to be anywhere between the #1 to #5 spots, you better be ready to compete with all the other eCommerce sites out there.
GrowTraffic: Grow Your Business
We understand how important is to grow your business and it’s also important for you to have marketing strategy that reflects that. Working on the fundamentals is essential for your business, whether you want technical SEO, content marketing, or social media marketing strategies, GrowTraffic can help you. We can tailor a strategy uniquely to what your business needs and to what your budget allows for.
Just get in touch!
You can phone us on 0161 706 0012 to speak directly to a GT team member. Or you can send an email to [email protected].
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