Google & E-commerce - Tips to Improve Your Visibility

Matt Cutts, who has developed a reputation as being Google's unofficial spokesperson for algorithm updates, recently mentioned at SXSW that one thing to look out for in the future is a de-emphasis of what he called "low-quality merchants" in search results.

In other words, if Google doesn't think your e-commerce store is reputable, then it doesn't want to send customers there.

As with most changes to Google's formula, this seems fairly straightforward and customer-driven. After all, most people don't go to search engines looking for obscure online retailers, and the public tends to feel more comfortable with established Internet stores and known brands.

Beyond that, however, the issue of who will decide what "low-quality" means is an open question. Still, there are some assumptions we can make based on previous Google trends and algorithm changes. Here are a handful of steps you can take that will probably put your online store into the "safe" category:

1. Make sure you have a clear domain name. Long or confusing domain names may serve as a signal that you aren't serious about branding, which in turn suggests that you don't plan on being around for very long. Make sure yours is straightforward and easy to understand.
2. Use a simple navigation structure. Customers like it when they can get from one area of your store to another quickly and easily. Add contextual links to help guide your customers through your store. Additionally, having things like shipping details, a privacy policy, and customer service links are a good idea, as well, since they build your credibility.
3. Generate your own content.This actually ties into other Google updates, as well, but you should be sure that you aren't posting content (like product descriptions) that comes from other sources, even manufacturers. Having your own details makes you seem like more of an authority, and easier for both Google and your customers to trust. It may seem like a pain to write unique product descriptions but your work will pay off.
4. Stay away from affiliate programs & spam. Because of the flood of low-quality websites that have traditionally been associated with affiliate programs, Google and the other search engines are very leery of them. If you are going to maintain an affiliate site, make sure it stands out as being one of the most informative. Google is fighting spam now more than ever before.
5. Maintain strong social presence. Search marketing and social media have been inching closer to one another for quite a while. With a strong social following, it's easy for Google to see that you are a trusted and reputable company that backs its products.
6. Pay attention to your reputation. Google is working on ways of establishing good reviews from bad reviews. Monitor your reputation and provide good service. This will not only create a loyal customer base, it may impact your visibility in search.

Again, it's too early to tell when Google's next round of changes will take effect, or exactly how they will affect online stores. But, you can be sure that there are going to be two groups of the retailers immediately afterwards: those who are glad they stayed on Google's good side, and the others who want to know how they can get their search engine traffic back.

Need help launching or improving your online store? Call us today to set up a free consultation and let our team of e-commerce experts show you what we can do.