By 2021, the number of users making purchases online will increase to 2.14 billion. For e-commerce, this is good news. It means that the popularity of online stores will continue to grow. At the same time, the competition will increase, which means that the influx of new customers directly depends on SEO promotion. The problem is that search engines regularly change the rules of the game. Algorithms are updated, new filters are introduced, new ranking factors appear. However, not only search is transformed but also changing preferences and habits of users. Those techniques and techniques of search marketing, which a few years ago brought results and converted visitors into buyers, stop working. For successful search engine promotion under changing conditions, it is important to understand the new trends.
In this article, we will help you to understand the SEO trends in e-commerce in 2019.
Why do online stores need SEO in 2019
Search engines are one of the most important sources of traffic for online stores. The co
mpany Yotpo analyzed 65 million orders from 120 thousand online stores worldwide. Search engines lead to
commercial websites 34% of buyers, while social networks and email only 6% and 3%, respectively.
Another study conducted by Statista shows that customer who come to the website from organic search, buy a higher amount than visitors from social networks and email newsletters. In the second quarter of 2018, the average check of users who came to online stores from the search was $ 121.69.
Thus, search engine promotion makes an important contribution to the success of online stores. The only downside to SEO is that it takes time to achieve a result. Therefore, if you want
to succeed in 2019, pay attention to the following trends and begin to implement them now.
2019 SEO trends for online stores
SEO trends in 2019 actually began to form several years ago. Experts and search engines are not the first time talking about the importance of optimizing a website for mobile and voice search, about preserving data security and personalization. However, the moment has come when these trends can no longer be ignored. The success of promotion not only in 2019, but also in the next couple of years depends on whether you make changes to your promotion strategy with regard to new trends.
- The distribution of voice assistants (Siri, Alice, Cortana, Google Assistant) changes the behavior of users. In many cases, asking a question to Yandex or Google is much more convenient than manually entering a query in the search box. 40% of users already use voice search. According to comScore, by 2020 more than 50% of all search queries will be voice. From an SEO point of view, this means having to expand the list of keywords and optimize content in new ways.
- Voice requests are significantly different from the requests written in the search box. They are much longer than text.
Another important feature is that voice calls often contain a question at the beginning: who, how, what, why, when. All this should be taken into account when optimizing content and website promotion.
Personalization is not a new trend in Internet marketing. Well-known brands collect data about visitors, monitor website behavior, and then offer products and services that meet the needs of each specific user. For example, if you have searched for a specific product on the Amazon website but did not find it, the company will recommend similar ones and will show you a list of products that you may also be interested in when purchasing.
Customers are so accustomed to individual suggestions and recommendations that they now expect them even from small online stores.
According to research, 45% of consumers admit that they are more likely to buy goods and services from commercial websites that will provide personalized recommendations. 56% of online shoppers will return to the online store, if it has personal recommendations.
With the growing number of mobile search users, search engines are increasingly important to ensure that websites are available for convenient viewing on mobile devices. In 2015, Google introduced the Mobile-Friendly algorithm, and in 2016, an algorithm that takes into account the adaptation of pages for viewing from smartphones and tablets.
In March 2018, Google announced the launch of the mobile-first index, which means indexing the mobile version of the website in the first place, and not the desktop version, as before.
According to SearchEngineLand, almost 60% of all Google search queries are on mobile devices. In the next few years, the number of mobile Internet users will continue to grow. It follows that, even if you have high quality and interesting content and a great website in general, but it is not adapted for mobile devices, it will be difficult to take high positions in search results.
Buying goods on the Internet is different from shopping in a real store. However, everything goes to ensure that the selection of goods in the online store was just as convenient as offline. In the coming years, starting next, we can expect the appearance of virtual assistants to consultants who will help to know the assortment and make recommendations based on the wishes of customers. Due to this, the purchase via the Internet will be similar to the purchase in a real store, the time spent by users on the website and conversion will increase. In turn, this will have a positive effect on the advancement in the search.
The security of using data and making payments has been worrying users for years. Search engines pay attention to how secure the website is. Since July 2018, Google has marked websites that do not support HTTPS as “unsafe” in the Chrome browser. In addition, resources without HTTPS encryption are losing ground when ranking.
Since e-commerce deals with confidential customer data, HTTPS is a must-have for online stores in 2019.
Augmented and Virtual Reality
The use of augmented and virtual reality is another trend in e-commerce in 2019. Blurring the boundaries between real and digital, these technologies allow us to see the world in a new way, and customers of online stores are given an opportunity to “try on” goods at the stage of thinking about a purchase.
For example, the IKEA Place application allows users to “put” the furniture they like in the room and see how it will look there. No need to imagine how the sofa fits into the living room interior, you can really see it!
User Generated Content
Custom content is definitely one of the major trends in website optimization this year. According to a TinTup study, 64% of consumers will actively seek feedback before making a purchase. To increase sales and time spent on the website, you must encourage customers to leave feedback on purchased products.
SEO is constantly changing. If earlier there were enough links and SEO texts to get to the top, now it is necessary to track and take into account all the changes in the search industry. The article looked at SEO trends that will affect the field of e-commerce in 2019. We will be glad if this helps you become more successful and more efficient!