Optimising E-commerce Sites in Edinburgh's Digital Marketplace
by David Dwyer on 04/01/2024
If you've ever attempted to fight your way to the top of the e-commerce search results in Edinburgh, you'll know that it's a battleground.
With a city full of entrepreneurs, businesses, and customers who know their way around the digital marketplace, standing out can be a challenging task. Therefore, you might find that your business could use a helping hand.
This is where we at Inspire step in.
Our digital marketing expertise is tailored to assist businesses like yours to not just survive but thrive in Edinburgh's bustling online market space.
Let's now dive into how to improve your e-commerce website and search results in Edinburgh.
The rise of e-commerce in Edinburgh
In Scotland, people are just as likely to do their shopping online as people from other parts of the United Kingdom.
According to Statista, at the start of 2023, an impressive 60 million e-commerce users were expected to grace the digital marketplace, leaving only a few traditional shoppers in their wake.
It's clear that e-commerce has become second nature for UK shoppers, and that includes the people of Scotland’s capital. But don’t just take our word for it! Let us look at the data to back this stance up.
In July 2023, online shopping in the UK reached its highest proportion of total retail sales since February 2022, accounting for 27.4%.
This surge was driven by unfavourable weather conditions, which made shoppers turn to online platforms for convenience. Plus, increased promos and discounts in online shopping also played a huge role, attracting both traditional in-store and existing online customers.
This change shows the increasing significance of e-commerce and its transformative influence on online shopping trends in Edinburgh.
SEO challenges faced by e-commerce websites
With this increasing demand for online stores in Edinburgh likely to continue, the need for a well-performing e-commerce website has never been greater.
But let’s face it, optimising your e-commerce website isn’t a walk in the park. It come with SEO challenges that are as unique as they are complex.
To uncover the common SEO challenges faced by e-commerce websites, we’ve studied numerous large online stores to get an idea of the online landscape.
Our goal? To provide our readers with insights on how to spot and tackle these challenges, making your e-commerce business journey a tad smoother!
Let’s explore some of the main takeaways:
1. Product descriptions
If you’re running an e-commerce website, you’ve probably got plenty of products to describe. And, let’s face it, some of these descriptions can be a bit, well, automated… the result? Less-than-stellar- content and not much attention from Google.
Search engines like Google are all about that fresh and unique content! They’re like content connoisseurs, and when they come to your site, they want a feast, not crumbs. According to Backlinkio.com, pages ranking in the top 10 results on Google had an average word count of 1,447 words.
The solution is to start by beefing up the info for the products that you want to rank for.
2. Location pages
Many e-commerce websites with physical store locations often overlook their location pages.
This can happen for various reasons, like dynamically generated pages that aren't easily discoverable during website crawls or inadequate content and internal linking. This can lead to poor local search rankings, which means you’re missing out on potential in-store customers.
To address this issue, create location pages with unique URLs that are well-integrated within your website's structure and included in your sitemap. Ensure these pages offer essential information like addresses, phone numbers, hours of operation, services provided, and customer reviews.
3. Website loading speed
Another one of the things most people ignore is the importance of your website's loading speed, especially for e-commerce.
Slow load times can lead to frustrated visitors who abandon their carts. Every second matters, and the longer it takes to load your website, the higher the likelihood of reduced conversion rates and increased bounce rates.
To retain visitors and maximise revenue, aim for a loading time between 2 to 3 seconds. Any delay beyond 3 seconds can result in lost opportunities and revenue.
To solve this issue, consider investing in reliable hosting services and implementing website optimisations by integrating cache plugins.
For e-commerce businesses, optimising a website can be particularly challenging due to the large product inventory, often with multiple images for each product. The best way to solve this is to take care of this from the start through using image optimisation techniques such as compression.
4. Content quality
It's essential to provide valuable information on every page of your website, from the product benefits to the usage instructions together with relevant images and videos if applicable.
To achieve success in search results and cultivate a loyal customer base, it's essential to prioritise accessibility, a positive user experience, and a clear path to achieving your desired goals on your website.
SSL Certificates are an indispensable component for all websites, but they hold even greater significance when it comes to website optimisation. This part of technical SEO not only enhances security but also contributes to improved SEO rankings in Google's view.
SSL serves as a protective shield for the data exchanged between users and the website. Additionally, the presence of an SSL certificate on a website instils confidence in visitors, particularly on e-commerce platforms, because it assures your visitors that their payment information is safeguarded from potential data breaches.
Digital Marketing, e-commerce