A Comprehensive Guide to Ecommerce SEO
Online stores have revolutionized the business world by leveraging the power of search engines. Today, most people are shopping online, with most of them starting the shopping process with a Google search. As such, optimizing your ecommerce website helps you rank highly on search engine results and stay ahead of the competition. Getting every bit of ecommerce SEO right ensures that you get more targeted traffic, which could mean more customers for your business.
Without further ado, let’s get into the various ecommerce SEO strategies.
Ecommerce Keyword Research
Most people go wrong with this part of their Ecommerce SEO campaigns by focusing on ranking for competitive high-volume words. For an online store that sells baby toys, the most obvious term you want to rank for is ‘baby toys’. While outranking the top pages on search engine results could be virtually impossible, focusing on ranking category and individual product pages for less competitive terms could be a viable alternative.
Here are essential things to do when conducting keyword research for your ecommerce website:
- Get keywords for your homepage and various product pages
- Find keywords for blog topics since blog content contributes to the ranking of your ecommerce website.
- Avoid keyword cannibalization, which is the case of multiple pages of a website trying to rank for the same keyword.
Keyword research also involves doing competitor research. For this, look out for:
- The keywords that your top competitors are going for and look at their domain authority (DA) and page authority (PA). Luckily, various tools can help you find this information.
- The sites from which they are getting their inbound links.
- Their site architecture.
One of the tools you can use to find targeted or long tail keywords is Amazon. It is the biggest ecommerce site online and, therefore, a valuable source of keywords. Other keyword tools also suffice for keyword research.
Ecommerce Site Architecture
After keyword research follows sorting your site’s architecture or structure. This entails setting up your site’s navigation, category, and product pages. With the site architecture, it’s all about presenting the best and most relevant content to your visitors and reducing the time they spend to access it.
Here’s what to remember about the structure of your ecommerce website:
Keep it simple and scalable.
- It shouldn’t take more than three clicks to get to a page from another.
- Create relevant page URLs and subdirectories using keywords
Good site architecture is not only important for navigation but search rankings as well. Concentrating the link authority in a site’s category and product pages helps rank the pages on search engines and also helps search and index every page.
Besides SEO purposes, a proper arrangement of your web pages is good for users as it helps browsers find the products they need easily
On-Page Optimization for Ecommerce
Keyword-optimizing your category and product pages is key to generating traffic and sales for your online store. Generally, a perfectly optimized ecommerce page will have:
- Title tag
- Description tag
- Product or category page content
Be sure to use your target keyword in the title tag of your page. It is also essential to add “modifiers” to the title tag for better results with long tail searches. Using click magnet words like “Lowest price” and “Guarantee” help increase click-through-rate (CTR), which translates to more sales.
The description tag is also important for CTR, and it is important to use click magnet words on this tag too. For the product and category page content, it is advisable to include 1000+ words of high-quality content in which you use your keyword 3-5 times. Using Latent Semantic Indexing (LSI) keywords also helps with page optimization.
Technical SEO for Ecommerce
Technical SEO helps search engines crawl your website efficiently. It entails site load speed, mobile-friendliness, user experience, and proper linking. It is all about providing the users with the best possible experience while on your site. To nail your technical SEO, perform an ecommerce SEO audit for your website using SEO tools such as:
- Google Analytics
- Google Search Console
- Barracuda Panguin Tool, among others.
Content Marketing for Ecommerce
It entails using content to drive more traffic to your ecommerce site and get higher rankings. To do this, follow the following steps:
- Find the hang-outs for your target market.
- Learn the words and phrases commonly used by your target market.
- Create high-quality content around those keywords and phrases.
Content marketing is not a one-time process. Once you are done with step III, go back and execute the entire SEO strategy again.
Ecommerce Link Building
Link building helps improve your ecommerce website’s authority. Google focuses on two most important ranking factors: content and links. Using the following link-building opportunities proves to be fruitful to your ecommerce SEO campaign:
- Link building off resource pages like blogs and static pages
- Working with influencers
- Broken link building
- Utilizing competitors links
Most importantly, the success of your ecommerce SEO will also rely on measuring the success of your ecommerce site. For SEO, signs are subtle, and it might take some time to notice success. It is, therefore, essential to use the various SEO tools to track search rankings, organic traffic, and engagement metrics. This helps you establish what’s working for your site and what’s not.