Analyzing the Impact: Third-Party Tags and eCommerce SEO Rankings

eCommerce SEO has become a top priority for most online business owners. Your store’s Google rankings have a direct impact on the number of leads your company attracts and its conversion rate. It has been proven that organic traffic converts more than outbound advertising does, with SEO-driven traffic converting at up to 14.6% compared to a mere 1.7% for inorganic leads. 

There are several different factors that affect your eCommerce SEO rankings. Third-party tags are one of them. Keep reading to learn all about the importance of tagging for site performance and SEO rankings! 

What are third-party tags?

Third-party tags are a snippet of Javascript code, generated from a third-party tagging server, which is then placed into a separate code inventory space on an eCommerce store for tracking, ad displays, or analytics purposes. These tags have a significant impact on your eCommerce rankings and site performance, so let’s see how they affect your store.

How third-party tags affect your eCommerce Google rankings

Third-party tags help to improve your store’s Core Web Vitals.

There are three Core Web Vitals that Google is prioritizing when deciding on a store’s ranking on its SERP results. These are Loading, Interactivity, and Visual Stability. The one third-party tags that affect the most when it comes to eCommerce Google rankings is Loading. This Core Web Vital keeps track of the loading times of your store, measured by Largest Contentful Paint. Because third-party tags optimize the speed of your site, they contribute to better Loading results, and therefore better SERP results. 

It makes it easier to track your code and gather information.

Third-party tags can be used for tracking and data gathering. This not only helps you keep your eCommerce analytics in check, but also allows you to scan for errors in the site’s code. There are different tags, and with them come different possibilities. No matter the third-party tagging platform of your choice, embedding these tags will help you discover new information about your code and the user’s interactions with your online store. 

Taking advantage of third-party tags organizes other messier tags. 

Third-party tags introduce a more efficient way to manage all of your store’s tags. This is thanks to the way third-party tag managers let you add, edit and remove tags more efficiently without having to continuously go back and edit your store’s source code to do so. Just like with native vs third-party applications for eCommerce, sometimes adding a third-party platform into the mix can help to create a clearer picture and tracking environment. 

Faster control when solving tagging issues. 

Problem tags are the eCommerce SEO rankings nightmare because of the way they hijack your store’s performance and degrade your Core Web Vitals scores. Both native and third-party tags experience errors and become faulty from time to time, which can affect the performance of your sites, such as affecting the display of ads or social media buttons. Or worse, result in your store being under lockdown and experiencing significant downtime that causes a sales loss. With a third-party tag manager, you can easily get rid of any problem tags in minutes without having to return to the source code or search for hours for traces of broken tag across your eCommerce store.

Third-party ad tags bring in additional advertising revenue. 

Third-party ad tags are digital containers used to diaplay ad banners on an eCommerce store. These can be placed on different inventory ad spaces across your site to show the ads uploaded to a store’s server. When it comes to online businesses, these ads can redirect users to your site or promote partner businesses to bring in additional revenue to your site if needed. 
 

Need any help improving the performance of your eCommerce store?

Every company needs a solid technical foundation to build upon when it comes to third-party tagging and improving your eCommerce SEO rankings. Having a carefully designed eCommerce store will help your online business grow and convert more leads. Lucky for you, at Resolve Digital we offer custom eCommerce development services ranging from help setting up third-party tags to developing a store from scratch using the framework of your choice. Contact us to learn more about our services!