When you sell online and have a website for this purpose, there are lots of different elements that need to be considered to make it user-friendly.  From the architecture of the site to the SEO factors and the content marketing strategies being used, there is a lot to manage.  This can be time-consuming and may seem expensive but there are tips to follow that can make the process easier and quicker, therefore less costly.

Search and analytics data

The aim of any e-commerce site is to sell products to customers who want that item or service.  Therefore, you need to know what the customers want and how they react to your website with regards to that need.  The key to understanding this is to use search and analytics data.  In fact, the most successful e-commerce companies use customer-centric SEO and content strategies based on the research they gain from such tools.

For example, you can use search volumes to see which product receives the most demand and which is at the other end of the scale.

Combined with sales figures and conversion rates, this information paints a clear picture of what customers look for and what they then buy before you go near SEO.

SEO situational analysis on search looks at what terms and words that customers use to search for an item.

You can also use tools to look at the information in comparison to competitors as well as against historic sales figures.

In fact, while it might seem that you can overload yourself with it, there really is no such things as too much data.

Great Strategy Make Sure a Successful E-Commerce website

Using the data to create content strategy

Once armed with this data, you can begin to formulate a content strategy based around what you have uncovered.  Keyword research and analysis plays a big part in deciding what content should be included on the website and data gained from various analytics tools helps to play into this.  Forming a strategy is about bringing all parts of the business together to create the right content that will bring traffic to the website and build trust with the customer.

The aim of content is to answer questions, provide information and solve problems.  Using the data collected, a business can set about doing this with content including blog posts, graphics, videos and much more.

That way, customers become engaged with the brand, share content on social media and feel more confident making a purchase.

Customer focus website structure

When designing the structure of a website, it is important to think about what the customer wants and how they behave.

The aim is to make the website seem as if it is almost reading their minds – giving them the information they want, more information they might also look for and plenty of information about your products.  The navigation should be easy and allow them to move from one area to another in a simple and logical fashion.

A well-designed website can help build successful long-term relationships with customers and other businesses.  This is key to business success and also helps with SEO – other businesses link to your website with its clear structure, useful content and good products creating important backlinks that improve the website authority.

Reliable, Secure Hosting

A successful website needs good quality hosting, certainly when it comes to e-commerce websites. A fast website helps with the user experience of the site, a slow website will lower the chances of the customer from purchasing on your site. Not only that, website speed is one of Google Algorithm factors, so this is something you need to have in place, its a no brainier.

Look for a host that offers good server side caching options this will help with the speed of the website. On top of that, it may be worth considering using a CDN, which is a content delivery network, such like CloudFlare. Implementing a CDN will help the site speed further. You can check out some of the best web hosting companies here.

Catch problems early

While auditing a website and checking everything is an important part of running an e-commerce website, you should also try to catch problems in the planning phase.

Things like making sure the website is customer-centric aren’t something you want to try to do once all your products are in place and there are thirty articles on the blog.  Instead, you need to look at potential issues before the website is up and running.

Proper planning and preparation mean that the website will fulfil its functions from the beginning and include all the elements for long-term success.

Run onsite website crawls periodically while in development, make sure you deal with any highlighted technical issues.

Have a top SEO strategy

Understanding that SEO is key to getting your website noticed online, and algorithms do change meaning that what works today may not work tomorrow. However, this doesn’t mean that you want to leave SEO until after the website is up and running and hope you can apply it then.

For example, the best e-commerce websites have built in SEO practices before a single line of code is written.  That way, when the website is live, it can immediately begin building up that SEO profile and start to move through the rankings.  Sure, SEO rarely delivers an instant hit, but if you have the measures in place, then you can start growing quickly.

Other sites don’t think about their SEO strategy until after the websites running and then are constantly playing catch-up. Now having a top SEO strategy is for many, not that easy, so get to Google and search for SEO consultant within your area. So as I am in Austin Texas currently, so I would search for Austin SEO consultant if I was on the lookout for an expert to help me.


It is impossible to underestimate the importance of search engines for online businesses and especially for e-commerce stores. Without the right foundation for your website, the chance of showing up high in those ratings is greatly reduced, and therefore success is a very uncertain principle.

The key to success is a combination of planning, understanding your customer and constantly keep abreast of changes.

Content production, strategy and marketing are important as is a strong social media presence.

But all of this must be built on the foundation of a solid e-commerce website if it is ever going to have the full impact.


Paul Gordon (author)

Freelance SEO Expert, with over 15 years experience in digital marketing.

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