As a small retail business, appealing to your target audience is paramount.
To ensure a rewarding in-person customer experience, you will hire friendly staff, have a welcoming environment, and maintain a supportive customer base. But what about the online perception of your business? Is it the same?
SEO (Search Engine Optimization) campaigns have been proven to create an engaging and intriguing online environment for your retail business.
In summary, SEO components boil down to two words: “user experience”. Although SEO can be complex, your SEO campaign will be successful if you provide the best user experience compared to your competitors.
We have compiled this article to share the fundamental ways your business can use SEO and optimize online user experience.
Make sure your website is secure
Google states that security is a top priority when it comes to ranking websites. Having an HTTPS website is essential for SEO. HTTPS is the secure version of HTTP, the protocol by which data is sent between your browser and the connected website.
On an HTTPS site, all communication between your browser and the website is encrypted. This helps protect against eavesdropping and man-in-the-middle attacks, if someone tries to intercept your communication.
To check if your website has HTTPS security, look at the URL. If it starts with “https://”, it is a secure site. If it starts with “http://”, it doesn’t. Google also displays a lock icon in the Chrome browser when you visit a site, to indicate a secure site.
Increase website speed while remaining mobile-friendly
Mobile-friendly websites provide a great online user experience. You only have seconds to make a first impression, so your website needs to look great on both desktop and mobile devices.
Nearly 61% of website traffic in 2020 came from cell phones. You can check if your website is mobile friendly here. If your site looks weird on their phone screen, people are very likely to click through and move on.
To ensure your website is mobile-friendly:
● Use responsive design
● Optimize images
● Limit pop-ups
● Use large font sizes
● Stick to one call-to-action (CTA) per page
● Use lots of white space
● Keep menus short and sweet
Plus, here are some ways to boost your website speed. Overall, you want a website that loads in three seconds or less.
Sites with lots of videos and large images should compress them or use a Content Delivery Network (CDN), which is a group of servers around the world that serve web pages based on the geographic location of the user.
Also use Google Analytics, a free service that offers detailed statistics about website visitors.
Google Analytics is essential for understanding your audience, their needs, and how they interact with your website. Understanding this data can improve your marketing efforts, website design, and user experience.
Intuitive website design and navigation
Your website should be easy to navigate for users and search engine crawlers. A well-designed website will have a logical structure with simple navigation that allows visitors to find what they are looking for quickly and easily.
To make your website more intuitive:
● Use descriptive titles and meta descriptions
● Organize your content into categories and subcategories
● Use breadcrumb navigation
● Add search bar
● Include a sitemap
● Make sure your pages are mobile friendly
Creating an intuitive website design takes time and effort, but is worth it. The user experience improves and it helps your site rank higher in searches.
Improve content relevance
Content relevance has a significant impact on your SEO. To ensure that the topics you write about are relevant to your business, products, or services, you need to write useful and valuable content for your target audience.
Try this for content creation. Build an ideal customer persona. Give them a name, age, profession, interests, and other places they frequent. Next, ask yourself what kinds of searches would they do on Google?
Thinking this way should generate topics of interest to your target audience. From there, you’ll start seeing the articles you want to write.
For example, let’s say you own a cafe. An article that would probably be of great interest to your customers could be “The Seven Types of Coffee: Everything You Need to Know”.
The content in this article would be both relevant to your business and something coffee lovers would want to read.
Another way to make sure you’re writing relevant content is to do keyword research using a tool like Google AdWords Keyword Planner or Moz Keyword Explorer.
These tools allow you to see how many people are searching for a particular term or phrase, and how difficult it would be to rank for that keyword. A more expensive but all-inclusive tool is Ahrefs, according to Digital Authority Partners.
Use video and images
Four times as many consumers would rather watch a video than read its content. Using high-quality images and videos that are relevant to your business is one of the easiest ways to improve online user experience.
Including images and videos on your website also helps improve your SEO. Because website pages are more visually appealing, people will engage for longer. The more time they spend on your site, the better it is for your SEO.
Plus, videos are a great way to share your business story with visitors.
They allow potential customers to connect with your business before they even walk into your actual doors. Tutorials, product demonstrations, and customer testimonials are other possible ideas for using videos effectively on your site.
Take away food
Small retail businesses can improve their online user experience by using SEO techniques such as optimizing website content, easy navigation, and including relevant images and videos.
Following these tips will help keep visitors on your site longer, which will lead to higher rankings in search engine results.
Finally, high-quality images and videos help attract potential customers to your business and retain them when they learn about your amazing products and services. We hope your small business thrives online and in person.