Loading ...When it comes to online retail success stories, Amazon is it. The US-based online retailer is a giant in its field, and just seems to keep going from strength to strength. What’s more, it provides an ideal case study for the online retailer interested in SEO.
A lot of online retail stores struggle with search engine optimisation. The sheer size required to operate effectively online makes SEO a daunting task. As Amazon shows, however, search engine optimisation techniques can be incredibly handy when you want to attract the majority of traffic in your field.
Hefty content
One thing that Amazon has established for retail sites is the value of good content. The trend has always been for retailers to feature generic product descriptions, which is a huge SEO no-no. Amazon bulked up its content with customer reviews, full product descriptions and other valuable content. The result is not only a great position in the SERPs, but the establishment of the site as a user resource. This has led to a lot of direct traffic.
Full SERPs coverage
Another area in which Amazon shines is in taking control of the top spots for its brand keyword. The company even overwhelms pages focussed on the rainforest. This control means that the company is able to stop bad press before it breaks in the SERPs. Reputation management is a good thing to include in your SEO campaign, and you can discuss this with us at SEO Consult Australia.
The checkout process
One of the areas in which Amazon deviates from the usual SEO advice is in its checkout process. Most search engine optimisation experts will recommend that you keep your checkout process as simple as possible, collecting delivery address, payment details and a confirmation email only. This is because the more you require of your customers, the more customers will drop off at the checkout.
Amazon, on the other hand, asks a lot of its customers. Sign-in is required, and the customer is given a lot of options before they finally get to the point of confirming the order. How does the site get away with it?
The main reason Amazon can afford to have such a lengthy checkout process is because of the company’s size and reputation. Customers know when placing an order that their money won’t be snatched away and their details won’t be sold. Still, the bulky checkout process is one of the major complaints about Amazon on review sites, and the company would benefit from listening.
Code glitches
A case study was performed on Amazon a while ago which showed an incredible number of glitches in the site’s web pages. In the usual way of things, your SEO consultant would clean up such glitches, making it easier to communicate important information to the search engines.
Again, Amazon gets away with messy code because of its size. The search engines are already well aware of the retail site, and already trust it. When it comes to promoting specific pages though, you’ll notice Amazon’s webmasters have to put in a little more effort.
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Tags: content, Search Engine Optimisation, search engine optimisation techniques, SEO, SEO Consult
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