Owning an e-commerce business takes a lot of hard work, research, and patience. Because you need to keep up with the world’s current trend and always keep in mind the client’s preference. Apart from that you also have to maintain a website, especially nowadays when we are forced to do everything online.
But if you already own an enterprise website, then you must be familiar with the drill by now. From researching to hire professional seo experts suitable according to your needs to maintain the website and business alongside. But sometimes, even after doing everything, some websites fail to bring profit. And that can happen due to many reasons, one of which is underperforming SEO.
You need to upgrade your enterprise SEO strategy if your website meets the below criteria:
- Websites with a high number of landing pages.
- Websites with brand recognition.
- Websites that are serving outside the state or country region.
When talking about SEO there can be many reasons why it’s underperforming, but we believe if you follow the below considerations it would solve your problem.
Reasons for an Underperforming SEO…
#1- Content of the Landing Page
One of the reasons can easily be the under-optimized content of the landing page. When you own a large website, we understand it might get hard to rectify all the content of all its pages. But due to Google’s high relevancy and quality understanding, ensuring high content scores becomes vital.
Along with that, you will also need to add rich media, in-depth information, correct keyword insertion, tabs, jump links, and other essential elements. And if you have figure out the problem is the landing pages’ content, the below suggestions might help:
- Outsource content from an expert agency
- Make use of a content optimization software
- Use interactive design elements and features to improve content architecture
#2- Faulty Keyword Researches
Consider changing your targeting keyword. It very much can be a possibility that you have been targeting the wrong keywords all along. Keywords that are no one searching for or not used by your targeted audiences or keywords that are too competitive. Hence, you need to adapt to a unique approach of primary keywords and secondary keywords as it will lead all the potential customers right on your website. Give more importance to the landing pages by including lower-difficulty keywords to rank for a short time and competitive keywords to gain rank gradually.
#3- Low-Quality Pages
Again, because enterprise websites can be of large size, ending up with too many low-quality pages in Google’s index is not a surprise. If you are submitting low-quality pages for crawling, Google gets the impression that your whole website might be mediocre hence you get less visitors no matter how thorough your marketing strategy is. But we have some ideas to keep your landing pages away from the index and transfer them into the money pages:
- Trim low organic webpages, instead redirect PageRank to a more optimized page of your website.
- Add robot tags such as nofollow and noindex tags on the low-quality pages
#4- Similar Webpages
This is the most common and overlooked aspect of owning an e-commerce website. Because you might have similar web pages with similar products or services, you end up competing with not only your rivals but yourself as well. This problem is called keyword cannibalization and we have mostly two solutions for such a complex issue. You can either add re canonicals a webpage or add different keywords to one of the competitive pages to optimize it. Make sure that you are choosing a web page with high-quality content when adding re canonicals.
#5- Not Hone To Conversion
Even when your webpages are getting traffic, gaining higher rank but not conversions, you need to pay more attention to the CTAs (calls to action) with the below conversion optimization ideas:
- Allow clients numerous opportunities to change over: I propose a CTA for each two-screen statures.
- Consider adding a chatbot.
- For mobile users, add sticky banners.
- Remove unnecessary fields by making the submission form simple.
- Test full-page interstitial takeovers, driving clients to your most significant CTA.
- Get additional transformations from your blog traffic by testing various CTA modules including inside your substance and in the blog sidebar, footer, and header.
TECHNICAL SEO ISSUES
#6- Disorderly Site Architecture
When you have so many pages on your website, it gets difficult to pay attention to all of those to properly structure all those sites. Without proper construction, you are going to lose rank as well as create difficulty in user experience. By adding descriptive URL slugs that consist of targeted keywords you wish to rank in would improve the site structure to some extent.
You can also rectify the navigation menu so that it is properly directing audiences to the most important pages. Adding SEO breadcrumbs would also help properly distribute PageRank to the whole website. Another helpful task would be to submit the sitemap to your Google Console account if you haven’t yet.
#7- Lacking the Potential Use of Pagerank
PageRank is the most useful metric of Google that is used to understand which pages hold the most authority over others. And that happens when you link a page to another on your enterprise website as you send a small portion of that page’s PageRank. When you have so many high authority pages on your website, you might have link equity that is boosting other web pages. The homepage is most likely to have a bulk of link equity, which is why having a pillar page model is suggested to build enterprise sites. You can use blog content to link back to your key services so that you can reinforce the crawler’s importance.
#8- Wrongful Use of Anchor Text
A common reason is not properly aligning the anchor text with internal links to the right keywords that you want to rank in. And that’s how you are missing the opportunity to rank in those keywords, no matter if you have to hire seo specialists or not. If you are using a term like resources, more, click here or other non-descriptive anchor text, Google’s crawlers cannot understand the relevancy and difference between the webpages.
#9- Issues with Links
Inserting too many broken links, outgoing links to low-quality sites or have other linking issues, Google will regard your site as a low-quality domain. Using site crawler tools will help you view the enterprise site’s external link profile and then repair the issues if any which are found.
#10- Maxed Out Crawler Budget
Just because you have so many web pages doesn’t mean Google will crawl it all as Google crawlers have a specific crawl budget to determine how many web pages it will crawl. So, there is a possibility that your website has maxed out that budget. By taking a closer look at the web pages you have and deciding on which webpage you willing to invest the crawl budget on will get the SEO strategy back on the line.
POOR PAGE EXPERIENCE AND OVERLOOKED PAGE VITALS
#11- Super Flawed Page Experience
The importance of the technical performance of the web pages and user experience has increased greatly. And according to the new standard, Google’s Core Vitals is essential for page experience. The biggest contentful paint, interstitial format, and combined design shift are a piece of Google’s positioning calculation.
Not certain if your enterprise-level website fulfills these guidelines? Take a gander at your Core Web Vitals report in your Google Search Console to represent any blunders or invalid URLs. Make the ideas important to determine those issues. Whenever you have settled them, present an approval demand in GSC. Google will tell you whether the issue is fixed.
#12- Slow Website
There are tons of moving parts to keep an enormous website running quickly and they are vital for any venture SEO plan. A sluggish e-commerce website will totally undermine all undertaking SEO strategies.
Here are three degrees of “gradualness” that your e-commerce website may be experiencing.
In the event that pictures, recordings, and different resources are not stacking rapidly or appropriately, Google will pay heed. Take a stab at thumbnailing those resources for more modest, more suitable goals, pack the pictures, or utilize a CDN to serve pictures to lessen the load on your web server. Cloudflare gives static resource reserving to free for anybody utilizing them as a free DNS supplier.
Inadequate memory or CPU can bring about sluggish data set queries for content on the page. Fortunately lacking figuring assets can be effortlessly fixed by updating your web worker with your facilitating supplier.
There are huge loads of WordPress plugins that can assist with this too and can fix those issues in the engine of your website with a solitary snap.
SETBACKS IN ENTERPRISE AUTHORITY
#13- Lack of Site Authority
The simple reason behind the underperforming enterprise SEO might be because you are new in the field. Your website might be lacking enough site authority for rank with competitive keywords. And to overcome it, you need to focus on the low-competitive keywords to improve the site’s authority with time. You can do that by having a strong presence on social media platforms, with guest blogging, link building, and by taking other essential measures. Focusing on earning backlinks from a quality website is a sure way to achieve authority with less effort.
#14- Toxic Backlinks
In the drive of getting backlinks, you probably have invested accumulated toxic backlinks. Such backlinks can easily affect your site’s SEO with negativity and harming the authority and ranking as an enterprise corporation. By conducting a backlink profile audit you can find out such links that are harming your site’s reputation.
SEO STRATEGY CONSIDERATION
#15- Ranking Undeserving Content
Don’t default to index and follow robot tags on all your webpage as it might create unnecessary complications. You will need to go through all the pages and their content to find out which ones are worthy of the Google index. Pages that have conversion potential and ranking potential can determine worthy pages. But if you index all your web pages then the possibility of losing potential customers with undeserving pages would be a threat as well.
#16- Lack of A/B Testing
Attempt SEO A/B testing explicit enhancements on your web pages like page titles, meta descriptions, internal links, content length, and different components. Google Search Console’s extensive and everyday catchphrase following will make precisely following your SEO A/B tests simple.
#17- Incomplete SEO Tracking
Big enterprise websites oftentimes use bots to scrape the ranking data from SERPs but they fail to understand that these scrapers are unable to gather all SERPs and at a different rate. You cannot automate the procedure, hire seo specialist by doing it manually. SEO takes time and effort and use Google Search Console as a metric. Metrics, like expanded all out a number of average rank positions, keyword rankings, and impressions, can give your e-commerce website the little successes you are making right now with your enterprise SEO plan.
By making the small change you can bring a big difference in your enterprise SEO strategy. It might take some time but soon you will get the hang of it by seeing the website’s progress. We would also suggest you search for an experienced SEO expert to keep up with the changing rules of Google’s algorithm as making all these changes won’t mean a thing if Google disapproves it.