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3 Reasons why Google hates your ecommerce site

Growth Secrets|31.05.2016

Google is the God of the Internet. Fact. Inevitably, we all must accept that we need to abide by the golden rules of Google in order to be seen and rewarded.

Some of you may be wondering why Google isn’t giving your ecommerce website any attention? If you’re one of those people, read on to find out 3 of the most common reasons why Google hates your site right now. 

1. Links

It’s important to play by the rules when it comes to your website content. Google is watching every move you make and will discipline sites with bad, paid and broken links. 

As many of you may already know, if another site links back to your site it will benefit your search rankings. But, how did that link get there? Is it because your site is full of great content or did you pay someone to put the link there? If you answered yes to the second, stop now. Many companies, including large corporations, have been condemned by Google for buying links. So it’s simple, just honestly don’t do it. 

Over time, it’s also likely all websites will accumulate some links that no longer work. Other sites close, move, and restructure all the time, which makes the page you originally linked disappear. 

Why is this a problem I hear you say? Google will, of course, prefer a site with no broken links, to one that has five little brocken bad boys. Broken links should be checked every 2-4 months. We like to use a Broken Link Checker  over here at We Make Websites, it really does all the hard work for us.

Have you recently redesigned your website? Did you delete pages from your old site? Did you change the URL structure of your pages? If you have, then these URL changes will result in 404 errors if they’re not correctly redirected. This will greatly affect SEO and user experience so keep an eye out and fix them as fast as you humanly can. 

2. It doesn’t work on mobile

It’s almost been two years since Google first announced that sites that don’t work on mobile will be penalised in the search rankings. So if you’re not thinking about mobile, Google hates you.

Why does Google hate non-mobile friendly sites? It’s simple, websites that don’t work on mobile provide bad user experiences and Google champions good mobile UX.

Mobile traffic is increasing at a rapid rate. In fact, 70% of online sales take place on a mobile device and 66% of time spent online shopping is on mobile devices. If your ecommerce site isn’t generating traffic and sales from mobiles now it certainly will do very soon.

The best way of ensuring your website is mobile ready is to use a responsive design. In fact, Shopify offers a brilliant selection of responsive designs and themes that are optimized for every possible layout and screen resolution.

You can check how mobile friendly your site is using this test. With 30% of mobile customers abandoning a transaction if the online store is not optimized for mobile, there is nothing more important for you to do this year than to fix your non-mobile friendly website.

3. Slowness

We’re all in a hurry these days and Google is too. Google likes fast pages and wants to show off the websites with the best user experience. If your site is slow and takes forever to load, it is unlikely to rank highly and certainly not above a faster website.

It is reported that over 40% of people will abandon a website if it takes more than 3 seconds to load. These people are also unlikely to return to these sites or recommend them to a friend. 83% of online users said they expect websites to load in under 3 seconds but the average loading time of the top 500 ecommerce home pages is 10 seconds - shocking!

Do you monitor the speed of your site on a regular basis? If not, you certainly should. 

Some of the things you can change to make your website faster are: 

  • Avoid a character set in the meta tag
  • Avoid bad requests
  • Avoid landing page redirects
  • Combine images using CSS sprites
  • Enable gzip compression
  • Inline small CSS
  • Inline small JavaScript
  • Leverage browser caching
  • Minify CSS, HTML, JavaScrpit
  • Optimize images
  • Put CSS in the document head
  • Remove query strings from static resources
  • Serve resources from a consistent URL
  • Specify image dimensions

Am I getting little too technical? Don’t fear, here are two great tools that will do the job for free:

  • Gtmetrix - it uses Google Page Speed and Yahoo! YSlow to analyse your website’s speed performance. It will then provide actionable changes you can make to fix any issues.
  • Pingdom Website Speed Test -  it offers a cost-effective and reliable website monitoring service. It uses a global network of servers to monitor sites 24/7 and includes statistics for uptime and response time.

After Google has punished you for slow loading times it can take at least a month to recover. Even if you fix the issue right away. As I've already said, people don’t have spare time these days so try and improve your website’s speed today.

Conclusion

So now you know why Google hates your ecommerce website. It’s also important to realise that you can no longer trick Google. Google wants your site to be trustworthy and enjoyed by the people using it, so follow the rules and be sure to keep your rankings in check and don't forget, Google is God. 

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