Competition is constant in today’s digital landscape. New products are entering the market and brands are using digital channels to promote and sell them. In fact, 90% of CPG retail growth in the last year came from e-commerce.
With so many CPG brands aiming to stand out online, it’s more important than ever to have a solid, effective search engine optimization (SEO) strategy in place. A healthy, SEO-friendly website will keep your brand relevant and successful among the competition – staying at the top of search results and driving quality conversions.
However, you can’t just create content, post it to your website, and expect consumers to find it on the web. You need to implement an effective SEO strategy that helps your brand come out on top (literally). In order to get there, we’ve come up with five tips your CPG brand should consider when improving your SEO strategy.
Optimize Your Long-Tail Keywords
Long-tail keywords have become the foundation for any effective SEO strategy. They are typically between four and six words long and are more specific than the average keyword. Long-tail keywords make up the majority of searches online - accounting for 70% of all web searches, which means optimizing for these keywords is essential to drive organic traffic from your target audiences.
When choosing long-tail keywords, aim to strike a good balance between search volume and competition. To achieve this, use Google’s Keyword Planner to find keyword opportunities that are valuable, yet realistic. For example, “best teeth whitening mouthwash” might be the description you think you should use. However, when tested in Google’s Keyword Planner, it’s evident that the keywords, “whitening” and “mouthwash” have the lowest monthly search volume and high competition. This means using alternatives, such as “dentist” and “fresh” could help your brand gain more exposure from audiences searching these terms.
By optimizing your long-tail keywords and staying proactive with keyword planning, you’ll guide your users to your content during every search.
Use Clear URLs
URLs work twofold for your SEO strategy. They formulate the structure of your site hierarchy, and also guide users to their destination on your website. Therefore, you should choose URLs that are relevant and simple. Include specifics, such as your city, company name, or products that you sell. For example, “usa.company/products/milk/chocolate-whole-milk” is an effective URL, because it tells the user what your location is, the type of product your brand is offering and what they can expect to see if they click on this link (more about your chocolate whole milk product). This provides your audiences with a clear path and gives search engines an effective structure to follow.
Include Alt Text
Search engines are able to read text on your website, but not on your images. Instead, search engines use alternative text to read and understand the imagery on your website. This "alt text" is a description that can be inserted as an attribute in HTML format. To ensure you include appropriate alt text for every image, describe what's pictured accurately, without going over two or three words. This will improve your search rankings by capturing important keywords and making your website even easier for search engines to crawl.
To execute alt text effectively for your CPG company, we’ve provided an example with levels of alt text:
- Good – alt text: <img src=”smoothie.jpg” alt=”smoothie”>
- Better – alt text: <img src=”smoothie.jpg” alt=”blueberry smoothie”>
- Best – alt text: <img src=”smoothie.jpg” alt=”blueberry mint protein smoothie”>
Provide Unique Title Tags
Title tags are a quintessential piece to the SEO puzzle. They complement what your audiences and prospects are typing in during their web searches – giving quality results based on what they enter. In fact, using the right title tag can improve your Click-Through Rate (CTR) from 20-100% - ultimately boosting your overall conversion rate.
However, title tags can be tricky to master. Web users don’t typically type in direct, succinct words in search engines, making it even harder to match your title tags to their needs. That’s why it’s important that you research the words they're using to search for consumer product goods information. Using tools like Google’s Keyword Planner, you can implement the right keywords into your title tags to help those consumers find your site more easily.
Place CTAs in Meta Descriptions
Meta descriptions are a crucial piece to your SEO efforts. They are your chance to prove that your content is relevant to your audience. If your meta descriptions are engaging and relevant, viewers will be encouraged to click on your website during their search.
Including a CTA text in your meta descriptions is one way to achieve this. For example, if you list some of your best-selling products in your meta description, follow it up with a “Shop Now!” call-to-action. This is a tactful way to showcase your brand’s current offerings and drive users closer to your brand on search engines.
SEO plays a vital role in your CPG marketing strategy because it affects the amount of exposure your products receive in search engines. An effective SEO strategy guides the right users to your content when it’s best fit for their search. By focusing on a range of SEO best practices – from alt text in images to CTAs in meta descriptions, your SEO strategy will help your brand shine in the sea of competition online.