Fundamental of eCommerce SEO That You Should Be Knowing
- Matt Southern
- July 30, 2021
- 7 Comments
Have you started your eCommerce journey but not getting any visitors to your website or finding it difficult to make conversations and sales on your site?
If you answered yes to any of these above questions, then this blog is definitely for you. Keep reading this blog and you will find informative content for your eCommerce SEO.
Getting more traffic and higher conversions is one of the most important goals for eCommerce website owners. Mastering an eCommerce SEO or hiring one is the best way to meet your eCommerce goals.
With a lot of SEO technical jargon, it might get difficult for you to understand with the latest updates of SEO.
In this article, we have discussed many significant aspects of eCommerce SEO like keyword research, site structure and organization, and on-page SEO.
What is eCommerce Search Engine Optimization (SEO)?
Search Engine Optimization (SEO) is the process of generating more traffic from search engines like Google, Bing, and Yahoo.
When you search for anything on Google or any other search engine platform, you will see many results, and they are categorized mainly in two ways – Organic results and Paid results.
eCommerce SEO is all about making sure that your website is ranking on the first page of Search Engine Result Pages (SERPs).
If you are not ranking on the first page of SERPs, there are huge chances that people will make an effort to go on the 2nd or 3rd page, forget about farther than that.
According to one study, only 4.8% of people tap for the second page of results and merely 1.1% of people tap for the third page. And now we know why there is a meme rolling out about hiding the dead body on the 2nd and 3rd page of Google.
Moreover, in the same study, it was found that top results grab 32.5% of traffic on average and the second result grabs only 17.6%.
So it becomes necessary for eCommerce sites to rank on the first page and on the top as well to get most of the traffic and sales.
Steps to starting your eCommerce SEO –
Keyword Research –
Keyword research is the first and foremost step of any SEO strategy – be it eCommerce, local or international SEO. If you don’t know the keywords you want to rank for, you are putting all that effort in vain.
Keyword research can be done in many different ways and eCommerce keyword research is different from other keywords as you would like to sell your products and services; not just providing information to your customers.
eCommerce sites need to rank on the keywords with buying intent and not with informational ones – as it is the best for blogs and content-heavy sites.
Moreover, you can also find the Latent Semantic Keywords (LSK) are also highly relevant to your search intent, and thus it is highly recommended to focus on that while you conduct your keyword research.
You can find LSK at the end of the SERPs. “People Also Ask”- (PAA) in between search results are also highly useful in getting the potential keywords idea.
LSK and PAA can be significantly helpful when you already have a little idea about the keywords you want to rank on. For example, if you want to rank on “cosmetics for women”, you can search that on Google and you will get PAA and LSK with a lot more relevant search results.
Other than Google, Amazon is also a great place to find your keywords as it is a product-based site and they are aiming all purchase intent keywords.
Long-tail keywords are three to four keywords in length and it is comparatively easy to rank for as they are more specific and have higher conversion rates by nature.
Conducting research on highly popular eCommerce sites and analyzing their keyword strategy is highly useful in creating yours.
For example, if you are selling cosmetic items, you need to look at your competitors’ sites and see how they have made categories and subcategories and get the new ideas based on that and create user-friendly categories to increase the conversion ratio.
Keyword Research Tools –
There are many keyword research tools you can leverage to make keyword research easy and effective.
SEMRush is one of the most popular keyword research tools. With the premium version of it, you will take your keyword research game to the next level.
With keyword research tools you can enter a domain name and check for their organic results along with volume and keyword density. Moreover, you can also see their competitors.
How To Choose The Right Keywords For Your Store?
Choosing the right keywords is half the battle won in the game of eCommerce SEO. Here are the tips that you can use to get the best results.
If you have a big list of keywords for just one product, cut it down as much as you can and focus on only those which are relevant and matter the most. Here’s the list of factors you should consider when narrowing down your keywords.
The higher the search volume, the more traffic your site will get. You can use SEMRush or Google Keyword Planner to get the most accurate volume data. However, the higher the volume of keywords, the higher the competition levels.
Competition level –
The lower the competition level, the higher the chances of getting ranked easily and quickly. You can get a fair idea about competition. Page Authority (PA) and Domain Authority (DA) will give you more insights into ranking difficulty. If a site has strong PA/DA, it will take more time to outrank it.
So, it is best to target high volume low competition keywords.
Keyword relevancy matters a lot in your SEO strategy. Making sure that you are including relevant keywords in your product is important for better user experience and conversion rates.
Choose the keywords that have buying intent as they will bring relevant traffic to your website and support you in ranking for the right search terms.
Site Structure for eCommerce –
The structure and layout of your eCommerce website affect user experiences and thus search engine rankings. As an eCommerce site, it is your duty to make sure that your users are getting what they are looking for without getting confused with your site structure.
The more product categories you add, the more complex your site gets. It is best to plan and structure your eCommerce site before you get started and scale it.
Here are the things you need to keep in mind when structuring your eCommerce site –
➤ Ensure that your site is easy to navigate and scalable as your store grows.
➤ Ensure each page of your site is a few clicks from your homepage as possible.
➤ Make your site easy and less complex. Don’t add too many subcategories for your products as it makes your site complex and messy.
Understand and implement the supply and demand principle to identify the worthiness of website structure for indexing and optimizing as they meet the needs of your audience.
If an eCommerce site development has too many internal pages, it faces the issues of thin content and content duplication. Thin content is a term that describes the idea that there is not much text-based content on pages or sites overall. Whereas, content duplication is a term that represents the idea of the same content as another site.
The easiest way to deal with content duplication is to canonicalize those pages. With canonicalization, you tell Google that it is the “master version” URL for related search terms. If you don’t add colonial tags, Google may –
➤ Miss unique content
➤ Dilute your ranking ability
➤ Mistaken “master version” for you
If you think that there are enough search queries related to your products but not enough content available on the net, you have a great opportunity to add your unique and valuable content to Google.
On-page SEO for eCommerce Websites
As you now know the basics of Keyword Research and the site structure of an eCommerce site, it’s time to know the basics of on-page SEO for an eCommerce website. There are two highly valuable pages in your eCommerce website and those are the product category page and product pages.
If you are using a platform like Shopify, you will be accessing some in-built SEO features for your website.
Platforms like Shopify provides you SEO features like –
➤ Canonical tags
➤ Website’s sitemap .xml and robots.txt files are generated
➤ Title tags including store names generated by themes
➤ Social media linking and sharing options
However, some features require your optimization skills like –
➤ Editing the title tags and meta descriptions to include your keywords
➤ Editing the alt text for images to include your keywords
➤ Making sure that your file names including the keywords
➤ Choosing the URLs for blog posts, webpages, products, and collections
Including modifiers like “deals”, “Off”, “Free Shipping” and “wide selection” give a boost to your page because Google considers clickthrough rate (CTR) as a ranking factor. Other than that, modifiers help you attack long-tail keywords.
Here Are Some Additional Seo Tips For Your Ecommerce Website –
Choose The Right URLs –
Follow these URL guidelines for optimal rankings like making your URL which is easy to read and interpret. Using keywords in the URL. Keeping the URL short; limited to 50-60 characters. Try to match the URL and page title. Avoid using words like “and”, “of”, “the”, and “a”. Don’t load your site with keyword stuffing.
Avoid Thin Content –
As search engines use the content of your website to decide its subject matter, it is not advisable to have thin content on your page. Add enough content to your site for better rankings. Add descriptive product information, reviews, and all the other content that you can add to your website.
The more content your website has, the better the chances of your website getting recognized by search engines.
Leverage Latent Semantic Indexing (LSI) keywords –
LSI Keywords are highly related to your targeted keywords and you can find them on Google or big eCommerce websites.
Final Thoughts –
There is much more to eCommerce SEO than the things we have talked about. Other than these fundamental topics there is also technical SEO, link building, content marketing, and so on to make your eCommerce website stand out from the competition and crowd.
However, keyword research, site structure, and on-page SEO remain the most important and primary factors to start your eCommerce business.
Looking for someone to help you with your eCommerce SEO? Worry not, as we have got your back! Mail us at email@example.com and our team will get in touch with you soon!
Hoping to see you soon in our mailbox! 😉
I am a search marketer with over 10 years of experience. I offer site audits, phone consultations and content and link strategy assistance. Also, I am the founder and CEO at Showmeup Media – a digital marketing agency that helps clients optimise their Brand SERP and manage their knowledge panel.