The subtle art of becoming more easily found in a Search Engines Results Page (SERPs) — commonly known as Search Engine Optimization (SEO) — is the cornerstone of your success that will help drive a lot of targeted traffic towards your item pages.
How do you do that, you might ask? Well, I’m going to share with you some tips that you can painlessly and very quickly implement. Let’s get started!
Find Keywords That Buyers Are Actually Searching For
The idea behind getting the right keyword is to choose one that:
- has decent search volume,
- is not too competitive,
- and is relevant to your item.
I’m sure you’ve been given this advice before, but today I’ll show you how to go about doing this with some of my favorite tools. Most of these tools are fairly easy to use, and you can easily find lots of tutorials and how-to guides on using them.
Gather Keyword Ideas
You might have noticed that when you type something into Google search, you’re given some suggestions. These are the currently trending and popular searches.
Here are some tools that can help you to use these suggestions to get keyword ideas:
- Übersuggest will help you export the suggestions to an Excel file, where you can use Adwords to pull up the search volume for those keywords.
- Soovle will help you get some keyword ideas by pulling suggestions from various services.
- Google Trends will let you see keywords that are becoming popular, and try and capitalize on them before everyone tries to rank on them.
- Keyword Tool helps you generate over 750 keywords from Google autocomplete.
- You can also look at the related search suggestions from Google for inspiration.
Gather Keyword Data
Once you have a list of keywords, you need to gather some data on how many people actually search for them. Google Keyword Planner is my go to tool to gather this data. You will need an AdWords account to use it. Alternatives include WordStream and Wordtracker.
Identify Keyword Difficulty
Use something like the Moz Keyword Difficulty Tool to identity the level of difficultly for your chosen keywords. One advantage you authors have, is that your item pages are on Envato-owned sites, with high domain authority. This means you’ll be able to rank relatively easily for highly competitive keywords.
Optimize Your Item’s Title and Content
Optimize Your Title
Your item’s title is one of the most important factors fwhen it comes to SEO. It appears as the h1 title on your item page, and is also used in the title tag in thehead of the page.
Google cuts off the title after a certain width, so don’t make it too long. Roughly 50-55 characters should be fine. If a title is too long, Google will generate a titlefor the page based on other signals.
That being said, don’t be afraid to go over the limit if you need to in order to have a meaningful title. For example, if you were to create an Unbounce Template to be used as a medical/pharmaceutical landing page, and decide to use a technical medical term likePneumonoultramicroscopicsilicovolcanoconiosis in the title, then by all means feel free to name it “Pneumonoultramicroscopicsilicovolcanoconiosis Unbounce Pharmaceutical Template”.
Some key pointers to remember when you choosing a title:
- Use a title that gives buyers a clear idea of what to expect when they visit your item page
- Try to use your main keywords in the title.
- Keep your title within the 100 character limit we have on the Market.
For example, for a WordPress theme that uses Parallax scrolling and is targeted towards musicians, you could use the title “ABCD Parallax WordPress Theme for Musicians”.
Optimize Your Content
Include generous amounts of text on your item page, instead of using images for the entire description. Google focuses on text to understand what a page is about and match it to a search query. To get a rough idea of what Google sees, try plugging your item’s URL into browseo.
Note: I’m not asking you not to add images. When I browse through the Market for an item, I usually look at the images to get an idea of what it offers. Just make sure you optimize them (see below), and add relevant text as well.
The first 150-160 characters will likely be used in the meta description in search results. This is a great place to highlight some key features of your item. Keywords here will not affect your ranking, but could improve your click through rate (CTR) because your description will be more relevant and appealing. Mention things like free support and free lifetime updates.
h2 subtitles to highlight secondary keywords and key selling points for your item. I often use these to target long tail keyphrases and keyword variations. A good example is the Parallax WordPress Themescollection, where I target long tail key phrases like “Multi Directional Parallax Effect“.
Make it a habit to cross link your related items. Having internal links to relevant items will allow the SEO juice to flow between your inter-connected pages. This also helps buyers to check out some of your other interesting items.
Google loves unique content, so use unique item descriptions for your pages. This will give you a better chance at ranking above pages that tend to reuse content on all their item pages.
Optimize Your Images
Images on your item pages play a significant role in your page speed, so it’s in your best interest to make sure you don’t bloat the page with unoptimized images. I tend to use Kraken to optimize images.
Tip: One of our front-end developers, Ben Smithett, has put together anexcellent post on image optimization, which should give you more info and tools to work with.
Always add an alt tag, so that Google can understand what the image is about.
Obtain Quality Backlinks to Your Items
Showcase Your Work
Bonus: I’ve written another post which lists some more useful resourcesthat wil help promote your items.
Perform Competitor Analysis
One of the my favorite ways to get backlinks is to look at where the competition get theirs from. I usually use Open Site Explorer, add the competitor’s link, and look at the incoming external links to that page which pass link equity. Since these folk have linked to my competitor, chances are I can get a link from them to my page as well.
Make Use of Social Signals
While Google claims that social signals are not a ranking factor, multiple independent studies have shown correlation between social signals and ranking, while others claim they have no impact. Even if there is no impact on ranking, social media sites can certainly send a healthy amount of traffic to your item pages.
Here are some great articles that will help you share more effectively on social media:
I hope you’ve found this guide useful. If you do, you might also like my other post on making your items more SEO friendly. I have also collected a list of SEO tools that you might enjoy. Feel free to reach out to me via Twitter or in the comments below if you have any questions.