Focus on Textual Descriptions for Search Engine Optimization
Business owners agree there is an element of excitement in designing a brand-new Shopify site! They can pour their passions into the web page’s presentation, and digital advances have made it as simple as “cut & paste” to add all kinds of dynamic elements to the site: pictures, slideshows, videos, and interesting graphics that “pop” off the screen.
Be aware that, without a couple lines of descriptive text, audio-visual elements go completely unnoticed by search engines like Google. They won’t “pick up” what your store is putting down!!
We’ve mentioned in a previous blog on SEO (link here) that Google’s “web crawling” software, vital for a website’s ranking, does not do a very good job analyzing the “purpose and place” of pictures and videos. Every time you leave you, say, a picture of your product, without a meaningful textual description, it will be missed by Google’s ranking software, and your website’s visibility will suffer.
Breaking Down Where & When to Add Text on Your Site
To keep it simple, Ad360 wants to provide a 360° view on the most important places to add text for boosting sales. That way, business owners can quickly spot where they need to add full text descriptors to make their site more Google-friendly. We know that can sound silly, but strategically placing text descriptions gives you the best chance to be on the coveted “first page” of Google search results.
i. Meta text
You know those little “preview” descriptions that pop up when you search something up on Google? That is meta-text, a tagged part of your webpage that Google recognizes as providing a good “glimpse” of what your web page offers users.
ii. Webpage Titles
It may seem redundant while you type them out, but every web page users click through should have clear titles and subtitles. Even if it looks a bit silly to you, users who have never browsed the site – and Google’s “web crawling” software – will greatly appreciate the clarity!
iii. Product Descriptions
We at Ad360 are always a little shocked how many visually-stunning sites we come across… that totally blow off product tags and product descriptions. We would highly recommend having at least one sentence – like a caption – for every product preview, and then full descriptive text when the user clicks through to view the product in closer detail.
For example, if selling a gold bracelet, the caption with the product picture could read, “24 carat gold bracelet, sourced from ethical vendors and made with adjustable links for all wrist sizes.” When the user clicks through to view the product, give them a novel! It is best to break the text up into tabs, but those full text descriptions to accompany your pictures and products will boost GEO rankings and grow sales far more efficiently.
iv. Branding Descriptors
Marketing research makes clear that, with the seemingly endless commerce options available to online customers, it pays to include descriptive text that “fills in the human picture” of who you are as a business, what you stand for, and the values you hold dear. As an example, having a strong “About Me” text page correlates to increased sales, as does stating how your store supports its core values. Are you an animal lover? Have a page where customers can make a donation to your chosen charity. Text elements that give a fuller picture of your brand’s core values go a long way in customers positively identifying with you!
Make a page that lists your favorite reviews! It adds more dynamic text to your site and provides a sense of “social validation” that new customers, who, after reading a few positive reviews, feel they are making a good decision
It’s Ok Ramble – Lean Toward More Textual Description, Not Less
Here is the main takeaway: any picture, video, link, or product should come with full descriptive text, so both customers and google crawling software can make sense of your website! Always lean toward “more full description,” not less. If it starts to feel a bit redundant or like you’re rambling, that’s ok! Google’s “web crawling” software will reward you with a higher ranking and more traffic to your online store. You can edit down the parts that confuse customers, but remember – you are structuring your site for optimized web success! If you feel unsure about your current text descriptions or feel like professional guidance may give your online store a lift, reach out and try a free demo from Ad360 today! We provide a free 30 minute consultation that can evaluate your current text descriptions, pointing out where improvements can be made for optimal sales success 😊
Google defines Search Engine Optimization (SEO) as “making your site better for search engines.” Put another way, SEO are all the changes to your text that make your site “ping” on Google’s algorithm when users execute a search!
How does it do that, you ask? Well, Google didn’t become a tech powerhouse for no reason. Google employs automated “web crawlers” that look for new/updated web pages based on how the site connects to the rest of the internet… hence the term “internet.” Basically, Google finds your page based on how it interlinks and interconnects to the rest of the web!
After Google discovers that your site exists among the 50 billion online web pages (congrats!) Google “indexes” the site’s content, using software to try and figure out the “purpose and place” of your online business. To check if your site is properly indexed on Google, type in “site:_________” and past your url into the blank.
After figuring out the “purpose and place” of your online site, Google will begin listing your business. The user’s location, language, device, and previous search history all play a role in what pops up for them, but those factors are out of your control.
It’s time to put in stark terms how vital SEO is for growing your business!
If you ever question, “Why is it important for my business to rank on Google anyway,” consider this fact:
71% of all online users click through from the “first page” search results
With that in mind, it’s essential for any online business to identify the most commonly searched keywords/phrases when customers are browsing for your line of products. If you are serious about leveraging online search engines to optimize your sales growth, learning to “move up the rankings” through SEO is a must! Organic SEO growth is more effective at growing sales and driving traffic to your website than virtually any other online tool. Remember that there are over 5 billion searches conducted on Google per day. Being at the top of the list for the searches pertaining to your business… you can see how that might spur sales growth!
For a quick hypothetical – picture you’re a custom soap maker. You’ve taken a 360 degree view of your online marketing, and every time a user searches the phrases, “custom soap,” “boutique soap,” or “soap for sensitive skin,” your site pops up as one of the top three results. Just by that remarkable visibility alone, you’re going to receive a steady, consistent stream of sales no matter where else you advertise. Think about it! Google’s search engine is literally advertising for you!
However, to get to a place where SEO is, in a sense, doing your promotional work for you, it takes in-depth research and serious legwork to perfect your site’s key phrasing and text. Every line of business needs a wholly unique approach to their SEO, while still hitting the most relevant key phrases universally searched online… this part is easier said than done.
Making unique, engaging online content involves some artful human ingenuity, but there are specific metrics and guidelines to follow for how you structure that content to best optimize search results.
No need to be wordy, but picture a software crawler… it’s not as smart a human! You need to be really clear with titles so the crawler software goes, “Oh! I get that!” You’re not just writing for your customers – you’re writing for the online ecosystem as a whole.
2. Make Each Webpage Stand Alone as a “Complete” Entity
We love a phrase Google uses when giving the 411 basics on SEO, “Google is smart, but we can’t guess what you don’t tell us.” It’s easy, as a business owner, to assume the folks reading are making the same leaps in logic you are… but they aren’t! Neither are Google’s programs. Give a logical rundown of your entire business offerings; don’t assume Google gets what you imply. Even if it seems painfully obvious to you, give Google a break – it’s sifting through 50 billion webpages!
3. Be Topical, Be Up-to-Date
Show your business can grow and change with the seasons – think holiday bundles and special deals of that nature! Those updates keep your business moving up the search queue, as Google will record, “These guys are with the times, maaaan.” We’re pretty sure that’s how Google software talks when no one is listening 🙂
4. USE TEXT!
Let’s start by acknowledging how cool it is to be able to share and upload pictures/videos with one click – memes have straight up changed the world. HOWEVER! When it comes to growing your sales through SEO, Google software still understands text formats more effectively than others. While having an aesthetically pleasing and dynamic webpage, complete with aural-visual elements, is highly recommended, it should not come at the cost of accompanying text. Having clear textual complements to any picture and video on your site will benefit your business greatly in terms of growing sales. Don’t have any picture/video without at least a little caption of explanatory text attached!
To give you a 360 degree view of SEO, we thought we’d leave readers with a list of all the design, web, and marketing research factors that improve your site’s “searchability” for boosting sales:
Modifying a single keyword/phrase can be the difference between Google finding 10 million or 100 million results. Market research on these keywords, therefore, are essential to aligning your online business with the most precise, potent keywords related to your industry!
We know that it feels a bit overwhelming that all these different factors play into SEO. Some business owners have all the savvy on their products they ever need, but figuring out the most SEO-friendly text to convey the value and purpose of their services becomes a whole challenge in itself.
If you feel your business would benefit from 24/7, 360 degree support, reach out to try a free demo from Ad360 today! As a proud Google partner recognized for our ability to maximize company sales, Ad360 has all the tools, analytics, and organizational expertise to push your business to the top of the Google chart 😉 Drop us a line today for a free SEO consultation – we look forward to your future sales success.