Realistically, organic searches can provide a steady stream of customers but only if search engine return pages, or SERPs, rank a company’s website near the top of the list. About 33 percent of all clicks go to the top result, and 75 percent of clicks are distributed among entries on the first page of results.  Getting organic clicks is half the battle, but you must also provide relevant information to customers to nurture a sale. Successful SEO can drive traffic to online eCommerce, and a company can then use all its skill to increase conversions using internal SEO and customer-facing features.
SEO Strategies to Improve eCommerce Conversions
Both organic searches and CRO, or conversion rate optimization, depend on a company’s on-page and off-page SEO optimization efforts. That means creating meaningful content, using high-resolution photos and images and developing a recognizable logo and brand. Some of the top ways to improve SEO for eCommerce include:
1. Create Useful Content
Using a content marketing system, or CMS, can boost eCommerce sales by strengthening SEO rankings. Google deploys an army of search robots to find content that Google’s algorithms deem “useful.” This material includes high-quality catalog descriptions and blog posts, reviews and testimonials, images, graphics and video presentations. Videos can enhance sales, demonstrate product uses, provide how-to tips and entertain customers with humor. Many B2B companies use the Content Delivery Network to deliver relevant SEO content to customers throughout the world.  Updating old content and repurposing it can increase organic traffic by 111 percent.  There are so many moving pieces to SEO, sometimes you need a partner that knows SEO. That’s where Clarity's SEO experts can step in and not only audit where you are, but provide assistance and training to get your team up to speed on the latest SEO strategies.
2. Provide Strong SEO Configuration and Sitemap.xml Creation for Products and Search Categories
Providing the right search infrastructure not only helps a website to rank high on SERPs but also makes it easier for customers to find products and services. SEO configuration should include the following processes:
- Auditing the site and establishing an organized site architecture
- Defining the company’s targeted audience
- Establishing a value proposition
- Updating URLs, meta descriptions and page titles (eCommerce solution needs to support this)
- Coding for responsive, or adaptive, design so that pages display well on any device
- Improving checkout responses with A/B, or split, testing
3. Optimize the SEO Content Product Catalog
The SEO content product catalog is a critical part of organic searches. Catalogs must be organized, logical and trackable by search engine robots. Optimizing individual product pages is also very important (you need a solution, like Clarity eCommerce that produces that information). Each page needs to be treated individually so that Google and other search engines don’t lump them all together under some arbitrary keyword phrase. That takes intelligent design and platform integration so that each page integrates seamlessly on its own merits in searches using various keywords. The way that pages tie together creates a unique hierarchy of categories, catalogs and subcatalogs. Professional SEO services and solutions like Clarity eCommerce, provide out-of-the-box capabilities to optimize not only every product page, but all the category landing pages, as well as producing the product and category sitemap XMLs automatically for you.
4. Deliver a Better User Experience
Site experiences drive conversions more than price, quality and other traditional influences. The B2B buyer experience mirrors the B2C experience where convenience is the most important driver of customer loyalty. About 93 percent of online experiences begin with a keyword search using a search engine. Google commands the market, but other engines can provide valuable leads depending on the business (roughly 13% of all searches go to Yahoo, Bing or other engines).  When all business applications are integrated into an organized framework, customers enjoy a better online experience. Many experts now predict that UX will play an ever-increasing role in search rankings. Searches are advancing rapidly because of machine learning and AI, and algorithms will soon identify customer signals that indicate satisfaction or unhappiness when landing on a recommended website. 
5. Personalize Recommendations, Incentives and Product Displays
Offering a steady stream of irrelevant products just annoys customers and convinces them to navigate elsewhere. That’s why gathering buyer information is important. The more relevant the product suggestions, the better the sales results. Essentially, this is part of on-page SEO efforts. 86 percent of the respondents in a recent survey revealed that personalization affects their buying decisions favorably.  The more relevant, personalized and specific internal SEO is, the higher a website will rank in organic searches, and more importantly, conversions.
6. Add Trust Badges to Ease Customer Security Concerns
New customers don’t know whether they can trust a given website. Fortunately, adding Trust badges from different respected companies can increase customer trust and raise a website's ranking with search engines. One of the strongest reasons for cart abandonment is fear about payment security.  In the previous citation, customers reported that their favorite badge was the PayPal Trust Seal. About 25 percent of respondents feel more secure when they see this badge. Gen X shoppers, however, prefer the SiteLock security seal. Displaying more Trust badges increases customer confidence.
7. Cultivate Respected Backlinks
Backlinks rank as one of the most important features of SEO campaigns. The more respected a company’s backlinks are, the better its reputation will be in organic searches. Backlinks are created when another website links to a company’s platform or some page on your site. This might occur because the two parties agree to backlink to each other or write guest posts. Companies might use another company’s marketing content to prove a point, explain a concept or illustrate a situation. That’s why it’s critical to create valuable content--the material will attract better backlinks. It’s important to fix any technical issues in order to attract quality backlinks. The top technical issues include having fast page loads, strong site architecture and valuable content.
Design and Conquer
Design, coding and HTML are big parts of SEO. If you want to improve eCommerce sales and rank higher on SERPs, it’s critical to choose an experienced developer to build a responsive and integrated sales platform. The user experience becomes increasingly important in sales conversions, and experts predict that UX will soon be a major factor in SEO. That’s why integration, development, site architecture and SEO configuration are so important--to drive traffic to online eCommerce and nurture sales with appealing user experiences. That’s why a company such as Clarity, who not only has their own eCommerce platform, but as a custom development company, can design and enhance the UX of your site, to more accurately match your customers’ needs, improving satisfaction and conversions.
 Quicksprout.com: How to Use SEO Tactics to Drive Ecommerce Sales
 Business.com: 7 Advanced Ways to Improve Your E-commerce SEO
 Impactbnd.com: 15 Google SEO Statistics for 2018 and What You Can Learn From Them
 Junto.digital: 25 Mind-Bottling SEO Stats for 2017 & 2018
 Searchengineland.com: Why UX is pivotal to the future of SEO
 Shanebarker.com: 8 of the Most Effective Ways to Increase Ecommerce Sales