Almost three quarters of B2B E-commerce purchases start with a search in Google while around 60% of B2C E-commerce purchases start with search engine queries. Additionally, B2B marketers will research expensive purchases extensively, with 98% of B2B buyers
saying that their search terms become more refined with successive searches. The same can be applied to B2C products with higher price tags.
Additionally, the way Google ranks web pages reflects the changes in the search queries or habits of internet users. More often, people are asking specific questions or search for a very specific product brand, type, color, etc. Refined or so called 'long tail' search terms actually make up 70% of all search queries according to SEO Moz's in-depth research on search terms
. Furthermore, long tail keyword traffic converts much better as it catches customers later in the buying cycle.
How do Individualized Product Pages Capitalize on These Search Trends?
Typically, most E-commerce websites dynamically display product pages through database driven content. This is not a good way to develop an SEO friendly E-Commerce website
and hurts your search engine rankings for that particular product and your website as a whole for a few reasons.
First, you're not alone in producing product pages from manufacturer supplied database content. In fact, many competitors selling the same products will have almost identical pages that Google views as what's known as 'duplicate content.' Not only does Google frown on duplicate content, the search titan actually scores this negatively in your ranking.
Using manufacturer based content means you're competing for the same generic keywords as your competitors, which only comprise 30% of searches that are already highly competitive.
Secondly, using manufacturer based content means you're competing for the same generic keywords as your competitors, which only comprise 30% of searches that are already highly competitive. This makes it highly unlikely that your product will appear in top results. Your opportunity lies within long tail keyword results. Where as 'bike tire price' is a generic search term, 'best price on Trek mountain bike mudding tire' is a long tail search term. Long tail search terms have lower competition and higher conversion rates, thus making them more profitable for ecommerce product pages. With individualized pages that make it easy for marketers to quickly change on-page content, you can target each page towards specific search terms with high search volume and low competition, thus increasing traffic and conversion rates.
Thirdly, individualized pages allow you to make changes to URLs, meta descriptions, title tags and more SEO friendly content that leave each page ultra optimized for search terms that carry the highest value for that specific product. Marketers can also test calls to action, product colors, descriptions, and more that can greatly affect the sales of that specific product.
In the world of SEO, content is king. E-commerce websites have hundreds or even thousands of product pages just waiting for Google to view them as fresh, relevant content. Clarity's E-Commerce solution makes it easy.
Clarity E Commerce: Your Website Sales Solution
Clarity has helped over 650 clients on over 1,200 projects. This experience grants us the knowledge and technical acumen custom tailor a fullservice ecommerce solution so that it directly and positively affects your business goals and bottom line. We've worked with all kinds of companies
, from well known fortune 500 companies like Disney to niche companies like Hippo Hopper and startups. Call Clarity today for a free consultation and start increasing your revenue by getting E-commerce products found online!