SEO

Ecommerce SEO: A complete guide

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Ecommerce SEO: A complete guide

An e-commerce store needs to show its product at the top of the search engine page result. Practicing good on-page SEO is crucial for e-commerce websites to increase their organic traffic.

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What is e-commerce SEO?

 

Ecommerce SEO is the process of ranking your website on the search engine page result(SERP). An e-commerce store needs to rank its products on the first page of the search engine to drive more and more sales and gain organic traffic.

It is easy to rank on top of search engine page results using paid searches such as google ads and bing ads. But, these paid searches can be blocked using tools like ad blindness or ad blockers; also, they cost too much. On the other side, just practicing good SEO on an e-commerce website can help you rank organically on the search page.

Ecommerce SEO good practices include optimizing website content, meta tag, title tag, anchor text, user-friendly website design, interlinking each page on the website. Getting backlinks from high authority websites helps to rank higher on search engines. Also, getting customer feedback on products helps websites rank high.

 

Importance of e-commerce SEO:

 

Just having your website on google is not enough. Entrepreneurs must check if their websites are on the first page of the search result or not because the user only looks for the websites that rank on the first page of search performed.

According to the customer journey, when the customer is in their interest phase, they look for desired products on Google. It is essential to gain user attention in this phase by optimizing your website.

Because of the reasons mentioned earlier, websites need to perform SEO best practices to rank higher on google for their product and gain customer attention. Seo provides you with an opportunity to grab users on the website without paying for ads. The most challenging part is to bring new customers to the website; once you get the customer on your website, you can grab their attention using eye-catching product images and services.

 

How to build an e-commerce SEO strategy?

 

Having an SEO strategy for an e-commerce site can be very helpful and time-saving. Though planning strategy can be a lengthy process, it will be effective in the long run. Having a flexible strategy that can frequently upgrade with changing google algorithms is a must.

A basic SEO strategy to follow :

 

1. Optimize your product pages  

Most important is to make your website pages customer responsive. Unorganized linking of web pages leaves a poor impression on the customer because of which they tend to leave the page. You should optimize the product page.

 

2. Focus on on-page and off-page SEO  

One of the main factors is to focus on on-page SEO. Writing compelling headlines and using effective meta tags, anchor tags, and title tags on your product pages is crucial. It helps website crawlers to index your website for a particular keyword. Off-page SEO also plays a vital role. Having high page load speed is foremost, and customer reviews on products play a crucial role in gaining new customers’ trust, as people tend to believe other user reviews.

 

3. Keep a regular check on your competitor  

Everywhere you find competition. Knowing what keywords your competitor is ranking can help you rank for those keywords on google; also, what services they provide to retain their customers can help you improve your services to gain their customers.

 

4. SEO copywriting  

Writing engaging product copy is crucial as it catches customer attention quickly. Mention about special offers and discounts you offer your customers when they buy your products.

 

5. Follow the conversion rate optimization(CRO)

Following your conversion rate optimization with your SEO can help your e-commerce site a lot. The number of customers converted versus the number of visitors on your site can help in improving the website and its SEO strategy. 

Let’s talk in detail about best SEO practices for an e-commerce site.

 

Optimization of product pages:

 

Optimizing your product page is an essential part of an e-commerce site. When customers visit your site for a particular product, they look for a well-organized presentable page. Many websites present their product with some image or video and some product description on their site, but this isn’t enough. You need to have a proper presentation of your product so that google can index it. 

The name of your product is crucial. It is used in the SEO title and site URL. It helps Google to find your product.

Image optimization is again one of the main things. Look from a user perspective; the site that presents product images from different angles is preferred rather than with no photos. 

Also, one main thing to keep in mind is that image should be given a proper name and include keywords in the image name in the ALT text because google tracks written data.

In addition to images, videos are also a great source to attract customers. Post videos of products on youtube of how to use the product. It helps in gaining a customer base.

 

On-page SEO:

 

For an online e-commerce store, on-page SEO is a prime factor to keep in mind. On-page SEO requires proper keyword research, analyzing keyword volume, cost per click. It also includes interlinking of pages on the site, posting valuable and plagiarism-free content. Focus on meta tags, site URL, and user experience on the website.

 

Keyword Research:

 

Keywords till today play an important role in ranking your website. But, you don’t need to fill the product URL and title tags with keywords. Keywords should be present in the copy of the product description.

Include the primary keywords in products headline, descriptions, meta tags, image ALT text, and subheadlines. Put your latent semantic index keywords everywhere.

Before choosing your keywords, do a little research on them. You can use google keyword planner and google trends to search your keywords. Look for keywords search volume and see how competitive is their cost per click for advertisements. Also, know what users look for when they search those keywords.

Let’s dive into a bit more detail to know about keyword search volume and CPC.

Search volume predicts how often users search a keyword. A high search volume for a keyword indicates that it is in demand and receives active searches. Look for high-volume keywords and low competition.

CPC(cost per click) indicates how much an advertiser is willing to pay for a specific keyword in paid searches. High CPC shows the increased competition for targeted keywords. For an alternate, look for long-tail keywords. 

A combination of short-tail and long-tail keywords fits the best in ranking your site as high as possible.

 

Focus on tags:

 

The homepage is the main page of your website. Optimizing your homepage using SEO practices is essential. Most of the website owners only focus on the homepage, but this is incorrect. Optimizing your site using SEO best practices is vital. Focus on the title tag, meta tag, and URL of your site.

The SEO title tag is an essential element of on-page work. It should contain the product name and product description, including targeted keywords. It should be within 70 characters and appealing as this is the first thing user sees on a web search.

Although meta tag isn’t a vital factor for keyword ranking, it still has an important role. It is displayed beneath the title tag and under 160 characters. The meta tag should be eye-catching to encourage users to visit the site.

URL of your product page should be readable to the user. It should show the direct path user follows when they visit your site. You must write keywords in the URL as the web robots follow the URL while indexing the web pages.

 

Focus on user experience:

 

Optimizing your user experience on the website is the main thing. Your website must be properly interlinked. In best practice, the user reaches their desired page within three clicks on a site.

Often user gets annoyed by pop-ups created by the website after the user clicks on the site. The best practice is to create a small pop-up with an exit button indicated.

Forms that are supposed to be filled by the user must be specific. Ask user only those details to fill which are necessary. Long-form is tiresome; hence users tend to leave the site.

Easy navigation on the website from one page to other is vital as it gives a better experience to visiting customers.

 

Valuable and plagiarism free content:

 

Posting valuable content is the key factor to gain user attention. User prefers a site that adds value to their knowledge and solves their pain points. Post blogs on website that educates people on how to use your product and how your product can solve their problems.

Try connecting with your customers emotionally. Put into words how you have faced the same problem and how your product solved them. Create engaging content like videos, images, and blogs.

Avoid plagiarism. Google penalizes those websites that copy from other sites. Make sure your content should be unique and engaging simultaneously—the panda update brought by Google in 2011 punished sites that copied contents from other sources.

 

Interlink your pages:

 

Interlinking of pages inside the website is essential. It helps Google in crawling pages on site. Broken or unconnected pages confuse web robots. Linking your web pages represents an appealing website to a user. The user loves to go through when the site is easy to navigate.

Interlinking also helps in improving the SEO of the website. It helps to rank well on google.

 

Off-page SEO:

 

Off-page SEO is the best SEO practice used outside the site to gain traffic. It is about linking your web page to other pages to gain authority and promote your content; it is done by getting high domain authority backlinks, checking on page speed, building the website device friendly, and getting customer reviews on products.

 

Focus on high domain authority backlinks: 

 

Getting high domain authority backlinks from websites can help in ranking higher in SERPs. According to Google, those websites that have backlinks from authentic sites have good products.  

You can get backlinks from guest blogging in your niche, also by practicing white hat SEO tactics. You can mail bloggers and ask them for backlinks. 

But only backlinks from high domain authority sites are considerable. Getting links from low-domain authority websites can be harmful to your site. Google Penguin update in 2012 has penalized all those websites that had backlinks from low domain authority sites or spammy links.

 

Checking on page load speed:

 

The website should have a score of at least 90 in loading web pages. You can use the Google tool Page speed insights to check the speed of page loading.

The user leaves the site if it takes too long to load.

 To increase page loading speed, you can follow these steps:

  • remove all unused javascript
  • optimize the image and videos on-site
  • improve the time taken by the server to respond
  • distribute your content on the web
  • compress your site content

Google brought an update Caffeine to focus on page load speed.

 

Device friendly website:

 

Websites must be device optimized, which means it is mandatory for the website to be device responsive and set itself according to the mobile phone, desktop, tablet, or pc. 

Google brought an update called Mobilegeddon. It is one of the official updates which included the mobile-friendliness of a website.

There is a high percentage of teenage group users on google. They tend to use mobile more often than desktop. Sites must fit themselves according to the mobile screen. 

Many website owners design their website outlook on desktop and mobile differently. 

 

Customer reviews: 

 

Everything you do revolves around customers. Customers are the heart of a company. They are most important as you need someone to buy your products and value them.

Getting customer feedback on your site can also improve your site ranking and help you gain new customers’ trust. Search has shown that customers tend to believe in user experience.

Encourage your customers to put reviews on your site. Good reviews can help your site rank higher in searches.

 

Perform competitor analysis:

 

If you are new in your niche, one of the best places to start is to perform competitor analysis. You will find competition in every field. Perform complete research on your biggest competitors as they have already optimized their websites because they are ranking. Look for keywords targeted by them and their partners who link to them.

 

Keyword analysis: 

 

One of the main things to look for is the keywords targeted by your competitor. Look for the keywords in their URL, meta description, and title tag. You can use tools like the MOZ browser extension to search for their keywords. Also, tools like SEMrush can help you know about their keywords for both paid and organic searches.

 

Backlink analysis:

 

One of the off-page SEO tactics is getting backlinks. Your competitor has a good source of backlink which help them rank higher on google. Perform a spreadsheet of sites that links to them. Pitch to those sites for backlinks by showing them your valuable content.

 

SEO copywriting:

 

SEO copywriting is writing SEO-optimized engaging content on the website that connects to the customer and compels them to share it. It can help in getting a satisfying audience base who are willing to read your content.

SEO copywriting can be beneficial in writing engaging eye-catching ad copy for products. It must include keywords related to your product. 

Make sure you don’t stuff excess keywords in your ad copy as it may result in google penalization. Keep yourself in your customer’s shoes and write beautiful ad copy for acquiring customer attention.      

 

Follow CRO with e-commerce SEO strategy:

 

Knowing how many of your visitors are converting is vital. Think in this way; everything is good; you have used all the best SEO tactics to rank on google and get monthly visitors. But, your visitors are not converting into sales. 

What’s the point of running an e-commerce site when you are not getting sales. The main thing is generating sales, but your visitors are not converted to customers because of some fault.

E-commerce is getting difficult day by day. It is crucial to combine your SEO practices with your sales funnel. You can perform your site analysis using tools like heatmap, scroll map, and confetti reports. Analyze how visitors are engaging on your site and optimize your SEO to get consistent sales and monthly visitors.

 

 

SEO TOOLS FOR E-COMMERCE SITES:

 

There are plenty of SEO tools available for users, both paid and free to perform keyword research and know about trends. 

Let us dive in to know about a few of them:

 

Ubersuggest:

 

This tool is also available for both free and paid versions. It gives you insights into keywords that have high search volume or are competitive.

 

MOZ:

 

It is a great tool that helps you find and track the keywords of your competitor. It also allows you to analyze your competitor links. It is also available in both paid and free forms.

 

ScreamingFrog

 

It is a great tool to find broken links on your website, duplicate content, and missing meta description tags. This tool helps you to analyze the faults and protect the website from getting penalized. Once you know about the missing factors, correct them by correcting broken links, writing proper meta tags, and removing duplicate content from the site. It is also both paid and free, but if you have more than 500 URLs, you need to move to a paid version.

 

Ahrefs

 

This tool can be beneficial in your SEO strategy as it helps you find sites that link to your competitor’s site. You can email those sites to give a backlink to your site for more engaging and valuable content. 

 

Google keyword planner:

 

It is a free tool provided by Google to perform keyword searches that gives excellent insights into high search volume keywords. You need a google account to use this tool.

 

Google trends:

 

It is also one of the valuable tools provided by Google. It gives an insight into trendy keywords that users more often search. It is also 100% free for users, and you need a google account to use it.

 

Google Page Speed Insights:

 

It is a great tool that checks your site and gives you a score of your page loading speed. This tool gives you 100% accurate results and helps you fix issues on your site. It is also entirely free.

 

Google search console :

 

It is a free tool that is search engine-oriented. It helps you improve the visibility and presence of your site on search engine page results. It helps you manage your monthly traffic on your site and fix issues on the website.

 

Google analytics:

 

This tool is more of a customer-oriented tool; It helps you manage your customer data and visit experience. It gives you data of customers visiting your site from other sources. It’s also a free tool.

 

Google mobile-friendly testing tool:

 

It helps you know how optimized is your website for mobile phones. As a big chunk of users uses mobile phones to perform the search, it is necessary to use responsive design to give your user a better experience.

 

Conclusion:

 

Before conversion, you need to have a customer on your site. Many website owners tend to dive into the process of acquiring sales directly. But, they miss a significant part of optimizing their online content. 

To convert your monthly visitors, you need to provide them value and solve their pain points. Always focus on giving 80% of good value to your customer and 20% of marketing. It helps you gain customers’ trust.

The takeaway from this blog are:

  • perform keyword research
  • optimize your website
  • keep an eye on your competitor
  • follow white hat SEO tactics
  • focus on your sales funnel.

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