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If you build it they will come, right? Not necessarily. E-commerce websites need more than visually appealing designs, beautiful images, and intriguing content. They need to be properly optimized. Below are eight tips to help drive traffic to your website.

Site Performance – As valuable and attractive as high-quality images and videos are, having too many can slow down your site. A slow site is bad for both the user experience and SEO and. To fix this, reduce the size of your images, or enable a feature that allows customers to “zoom in” to see larger versions of your products. This will keep your load speeds in check while still giving your users the quality they need.

Product Descriptions – It is important to include a keyword rich description on each of your individual product pages. In addition to listing the product name and image, including a unique description that will be useful to your customers. Whatever you do, do not copy the manufacturer’s product description (or a description from any website for that matter).  This can lead to other websites outranking yours in the SERPs, as well as potential duplicate content penalties from Google.

User Reviews – Did you know 61% of customers read online reviews before making a purchase decision? Make sure your site enables users to post reviews on each product page. Not only will reviews increase conversions by eliminating any doubts potential customers may have, they will help increase your rankings. Search engines love seeing original, value-adding content; with an e-commerce site, you have a key opportunity to generate content from your user base.

Seasonal Categories – Create a new category or subcategory of an existing category to publish your holiday-related content. Include sneak peeks or any promotions you might be having. This is a great place to publish holiday content send visitors to hopefully convert.

Optimize URLs – Every single URL on your e-commerce platform should be unique, relevant to the page, and keyword optimized. If you’re using an automated means of page creation (i.e. WordPress), you might be left with a URL ending in a long series of numbers and letters, which needs to be changed as soon as possible. For instance, if you’re selling a black dress, end your URL with /pleated-black-dress rather than /1894589384ahf840jfd. Doing so makes it easy for a user to know what to expect when they click on that URL. If you have an incredibly long URL it can look spammy and be a turn-off.

Internal Link Building – This is one of the most underused SEO techniques.  By using keyword rich “anchor text,” the words hyperlinked to a webpage, help shoppers and search engines find your top products and categories.  Be sure not to use the same exact anchor text for every internal link. As previously mentioned, search engines do not like duplicate content.

Integrate your product pages with social sharing. In addition to basic social integration, your product pages should have social-share buttons so users can pass your product information to their family, friends, and followers. This is particularly good for SEO because Google uses social signals as a measure of authority.

Optimize your site for mobile – Google tailors search engine results to favor sites that are optimized for mobile use. So all mobile-friendly sites will have increased rankings. On top of that, if you’re not optimized for mobile, you are missing out on a majority of shoppers. It turns out that 61% of online shopping happens on mobile devices. If your website is not optimized for mobile access, you need to change that immediately.