While the pressures exerted on the e-commerce market might change frequently, search engine optimization is the one constant need in this industry.
Of course SEO doesn’t sit still itself, and if you are behind the curve with the way your online store is optimized, would-be customers simply won’t find you. With that in mind, here are a few trends that are driving decisions and strategies at the moment – giving you some ideas for where to make your own tweaks.
1. Mobile Optimization is Here to Stay
While not strictly a new trend, it’s inarguably the case that every e-commerce site that wants to succeed in 2024 needs to be mobile-optimized. With over 54% of online traffic coming from mobile devices, ensuring your platform is finely tuned for smartphones is the only way to keep the majority of customers satisfied.
Here are some specific steps to take:
Responsive Design
Ensure your website automatically adjusts to fit the screen size and orientation of any device. Take Amazon as an example – their responsive design offers consistent user experiences across all devices, which significantly contributes to high user retention rates that regularly exceed 90%.
Speed Optimization
Mobile users expect quick loading times, and Google’s Speed Update made page speed a ranking factor for mobile searches, so it’s clearly a priority. Tools like Google PageSpeed Insights can help you analyze and improve load times rather than relying on guesswork as to where you’re going wrong right now.
In terms of the speeds to aim for, again, it’s a good idea to look to Google as an exemplar. For mobile users, it wants to throw up results in less than 0.5 seconds, and half of visitors will leave your site if pages take more than 3 seconds to appear.
Simplified Navigation
Streamline your site’s navigation to enhance usability on smaller screens. Fashion brand Finisterre’s site is a great model here, with its clean, clear categories that make finding products straightforward. You don’t want to overwhelm the screen with elements, even on larger devices, so show some restraint, and you’ll be rewarded by search engines and human users alike.
2. Green SEO is Linking Sustainability with Visibility
Sustainable practices are increasingly becoming a cornerstone of brand identity and marketing strategies, with the circular economy also coming into play. A Deloitte study found that 76% of people are into the idea of getting products repaired rather than ditching them when they break, for example.
In the realm of SEO, integrating these green initiatives can boost your e-commerce site’s visibility by aligning with consumer values focused on environmental responsibility. Here’s what this involves:
Eco-Friendly Keywords
Incorporate sustainability-related keywords into your content. For example, terms like “eco-friendly,” “sustainable materials,” or “carbon footprint” can attract a conscientious demographic. Patagonia’s website is replete with content that emphasizes their commitment to the environment, boosting their SEO through relevant searches.
Many retailers are also finding success with their focus on providing eco-friendly packaging, such as reusable pop top containers.
So, tapping into the results of a McKinsey study, which found that 60% of consumers would happily spend more money to acquire items packaged sustainably, is good for search visibility and customer satisfaction.
Sustainability Reports and Blogs
Produce detailed sustainability reports or blog posts that highlight your company’s efforts and achievements in this area. For instance, Rapanui’s blog is frequently updated with information about its sustainable practices, as well as other interesting topics that are geared around engaging environmentally aware consumers.
Green Badges and Certifications
Prominently display any eco-certifications or awards on your product pages. This not only enhances credibility but also improves visibility in search results for eco-conscious shoppers looking for verified products.
3. Voice Search is Increasingly Relevant
As technology evolves, so does the way consumers interact with it. Voice search compatibility is becoming crucial for e-commerce platforms as more users switch from typing to talking.
This trend is propelled by devices like Amazon Echo and Google Home which are reshaping shopping habits – with smart speaker sales still growing 22.2% annually.
Moreover, the rise of AI as a search tool means that the chat-happy approach to finding sites and looking up info will only gain momentum going forward. Here’s what this means for SEO:
Long-Tail Keywords
Voice searches tend to be longer and more conversational than typed queries. For instance, instead of typing “weather New York,” a user might ask, “What’s the weather like in New York today?” Incorporate these long-tail keywords into your content strategy.
FAQ Sections
Develop a robust FAQ page that answers common questions customers might ask about your products via voice search. Sephora excels in this area; their site includes detailed product FAQs that align well with natural language queries.
Local SEO Optimization
As many voice searches are local, ensure your business is set up properly on Google Business Profile and other local directories. Consider how someone might request information about nearby services or stores vocally and optimize accordingly.
4. Visual Search Optimization is an Eye-Catching Strategy
Visual search technology allows users to search for products using images instead of words. This approach caters to the increasing preference for visual communication in digital interactions and is particularly impactful in industries where style and appearance are paramount, such as fashion and home decor. Options to consider here include:
Image Recognition Capabilities
Implement tools that enable customers to upload images to find similar products on your site. Pinterest’s Lens tool is a prime example, allowing users to snap a photo of an item to find where they can purchase it online or explore similar styles.
Enhanced Product Displays
Incorporate multiple high-quality images for each product listing, along with features like zoom and 360-degree views. IKEA’s app goes a step further by offering an augmented reality feature that allows you to visualize how furniture might look in your space.
SEO for Images
Optimize all images on your platform for SEO by using relevant keywords in file names and alt text. This will make them more discoverable via traditional and visual searches.
Wrapping Up
The short version is that SEO in 2024 relies on e-commerce brands pioneering customer-centric strategies that merge innovation with intuitive design.
Whether you’re making your site mobile-friendly, integrating voice search, leveraging AI for personalization, exploring visual search capabilities, or embedding sustainability into your brand story, each trend offers unique opportunities to enhance your online presence and connect more profoundly with your audience.
