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Ecommerce SEO Strategies

Today, every online store that wants to appear on the first page of user search results needs SEO.

According to a study,

  • The first organic result on Google has a CTR of 28.5%.
  • Whereas, the 10th result has a measly 2.5% average CTR.

How does it matter to you?

For your product to be even considered by searchers, you need to at least reach the top 5 organic results.

But how do you do this?

The answer is, with eCommerce search engine optimization services.

eCommerce SEO is the best way to grow, convert and improve sales.  If you don’t optimize your site properly, your business will vanish under the shadow of the internet.

Learn about eCommerce SEO Best Practices and Strategies for 2022

Use the Right Keywords

Keywords are one of the foundation stones of SEO. It leads people to your store and Google algorithms to understand your page.

So, optimizing your pages for keywords is essential.

Typically, consumers use very general terms when searching for something, primarily when they’re unaware of what they’re looking for. They search for configurations, colors, sizes, and generic descriptions.

choosing right keywords

For example,

Say a person is looking for SHOES, he types in a search engine “white sports shoes for men size 9.” When users type something like this, it’s called a long-tail keyword. These types of keywords are more specific and longer than usual.

The benefit of using these long phrases is they have lower competition and greater opportunity for conversion.

Having keywords in your eCommerce site that match what users are looking for makes it easier for them to find it. Besides, it also allows search engines to crawl and understand your site structure.

The more the search engine understands the site structure, the easier it will be to direct users to your page.

How to Find the Right Keywords?

Research keywords using a keyword research tool. It will help you uncover the best search terms for your online shop to target.

Ubersuggest and the Moz Keyword Explorer is a free tool with upgrade options. While Ahrefs is a paid tool to perform many activities you need to search for keywords and track your rankings.

How to use a keyword research tool?

  • Search your product on Google
  • Find the business that is ranking on the first page
  • See what keywords they rank for using the tool, and just copy them.

Ensure purchase internet 

Best SEO Companies make sure the keywords they find have ‘purchase intent.’ For this, they look at what keywords Google ranks product and website pages for.

Consider certain factors to determine keyword intent:

  • If searches are in the question form like ‘how to find the best SEO Company,’ this indicates that users want to learn. And it is an informational keyword.
  • If search terms are likely to reference a specific product or type of product. For example, ‘the best gaming laptop.’ This is a commercial keyword. These queries might induce a carousel of products, links to retailers, or user reviews.
  • If searchers use the brand’s name in the keywords, such as “Lenovo best gaming laptop,” this is transactional or navigational keywords. This means searchers tend to find a specific site or page.

The best is you don’t need to figure it out yourself. SEMRush tool (Keyword Magic tool) allows you to determine search intent during your keyword research.

Semrush Keywords Magic Tool

Use Keywords Strategically Across Your Website

Now that you have successfully understood the importance of keywords and how to research them for eCommerce sites, it is important to know how to use keywords strategically at different paces and build content.

The important places where you can place keywords in your eCommerce site are:

  • Meta title (page title) that appears in results on search engines like Google;
  • H1 headline of a page that users see at the top of a page like a blog post;
  • Meta description of a page that appears under a meta title in search engine results;
  • Blog posts around the topic. The post can be related to defining a topic, or explaining a how-to, etc.;
  • URL of the page. Use the keyword at the end. For example https://www.yourstore.com/the-keyword-only

While you have understood how and where to use keywords, it is crucial to avoid keyword stuffing.

Click to know the How to Do Keyword Research for An eCommerce Website?

Create Powerful Product Descriptions

Every reputable digital marketing agency offering eCommerce SEO services focuses on creating powerful product descriptions.  After all, a good description is helpful to be found online and helps overcome any misgivings your customers may have about spending money.

Create unique and fresh descriptions for every product page rather than copying the original content from manufacturers’ websites.

While there is no set of rules for writing SEO-friendly descriptions, take care of the following points:

  • Write for buyers first, not the search engine web bots
  • List down questions and concerns based on the needs and priorities of your persona
  • Know what personal pain points they need solutions for
  • Let buyers know exactly how your product will improve their lives
  • Focus more on the product’s benefits than features

Benefits-driven products description looks like this:

ShopifyPlus Description

Beyond that, you need to use the right SEO Product Keywords to allow Google to understand your pages.  Avoid keyword stuffing by using the main keyword no more than a few times. Maintain the right length of your descriptions for good results. The base length is what your audience needs.

Avoid Duplicate Pages and Content

Avoid republishing the same descriptions on each product page. Instead, produce fresh content. Even if you’re short of time to write everything, you still have a choice to lower the time of duplication on your eCommerce site in product descriptions and other areas.

  • Use a CMS with site-wide 301 redirects
  • Or, add canonical tags on every page that you know might have duplicates
  • Add a suffix to the URL
  • Use different product images
  • Add unique keywords on other pages

Build backlinks and Internal links

The more links you have, the more credible you are to search engines, notably Google. Search engines reward that credibility by giving higher positions in SERPs.

So, build backlinks to your website.

Website Interlinking

Legitimate ways to build quality links involve:

  • Writing guest posts
  • Creating internal backlinks
  • Using social media ads
  • Sharing content on social media
  • Publishing press releases
  • Writing blog comments and sharing on forums (if allowed)
  • Creating infographics and sharing them online
  • Issuing whitepapers and case studies

In addition, reach out to different publications or brands and see whether they’ll link to your page from their website. Note that authoritative websites will only link to your page when they find your content worth linking to.

So, focus on creating quality content for your blog. This will help you build strong relationships and pitch.

A blog is important because many brands might not want to link a collection page that shows your products for sale. Rather, they can be excited about an informational and helpful blog post.

While getting backlinks requires outreach and relationship building, internal linking involves creating links among pages on your site. That means link to one of your blog posts from a different blog post or link to a collection page from a relevant blog post.

Both backlinks and internal links are effective in helping pages rank.

Do Content Marketing

Content marketing delivers a major advantage in search engine optimization for retail businesses. Creating and optimizing high-value content around relevant keywords attracts organic search traffic.

Content Marketing

So, you need to create content clusters to promote your content.

For example,

If you want to sell jeans, you need to identify relevant keywords and create around that specific keyword, such as:

  • Tapered Fit Jeans
  • Skinny Jeans
  • Regular Fit Jeans
  • Boot-cut Jeans
  • Straight-fit Jeans
  • Loose Fit Jeans
  • Slim Fit Jeans
  • Low Rise Jeans

Similarly, if you’re selling t-shirts, you need to create content around other types of t-shirts, like:

  • Long sleeve Crew neck T-shirts
  • Crop top shirts
  • Basic half-sleeve T-shirt
  • The ringer T-shirt
  • Ruffled shoulder shirts
  • V-neck shirts
  • Shoulder drop shirts
  • High-neck shirts
  • Yoke neck t-shirts

Produce content in a similar niche and around similar topics and group them together. Then, link each piece to create dedicated user funnels and guide your traffic accordingly until you finally convert them.

Most importantly, don’t forget to add CTAs to your content to further entice users through the sales funnel.

Types of Content You Can Focus

  • Share how-to articles/blogs and answer FAQs
  • A glossary page
  • New product launches
  • Anything newsworthy
  • Testimonials and launches
  • Video demonstrations and QnS
  • Webinars

How to Create Effective Content for eCommerce SEO? 

  • Know your customers better with a buyer persona
  • Learn how your audience consumes content
  • Establish a content calendar
  • Research and create your content
  • Publish appropriate content based on where it makes sense in the buyer’s journey
  • Use A/B testing in key areas like titles
  • Measure results
  • Ask for customer feedback

Also, learn 8 Dangerous ECommerce Marketing Mistakes You Need To Avoid This Holiday Season.

Use Breadcrumbs

A breadcrumb (or “breadcrumb trail”) is a secondary navigational tool. It allows users to retrace their earlier steps and return to where they started. It is a usability technique and offers additional SEO benefits.

To take an example

If you come to a particular product page from the homepage, the breadcrumb would be :

“Home > Category>Subcategory>That Product.”

Lenovo breadcrumb

Do Technical SEO for eCommerce Websites

Technical SEO is critical for improving your store’s searchability. It’s all about getting rid of duplicate content, fixing broken links, and removing excess pages from your store to ensure you don’t lose any traffic.

SEO for the technical side of your site involves the following.

  • Site Structure: Create a site structure that makes content easily accessible to users. Try to keep important pages only a 3-click away from the homepage. The right structure:
    Homepage > Categories > Subcategories > Products.
  • URL Structure: Avoid pretty messy URLs by removing all sorts of tags and weird codes. Keep URLs easy to read and give a crystal clear idea of what the page is about. Keep them short, keyword-focused, and hierarchy clarified. Use hyphens to separate words.
  • Sitemap: Create a sitemap in a way that allows shoppers to easily navigate your site and enable search engine robots to properly index URLs throughout the site. Use tools to generate a sitemap.

Best Sitemap Generator Tools:

  • DYNO Mapper
  • Mindmup
  • Slickplan
  • Writemaps
  • Mindnode
  • PowerMapper
  • Google XML sitemaps
  • DevIntelligence
  • phpSitemapNG
  • Crawl Budget: Check your crawl budget using the Google Search Console tool. If it’s low, improve it by optimizing your overall link structure, increasing the number of backlinks, removing duplicate content, fixing broken links, and updating your sitemap regularly.
  • Crawl the Website: Crawl your website using tools like Ahrefs, Screaming Frog, and SEMRush to identify and fix HTTP issues related to 3XX redirection, 4XX Client, and 5XX server. Also, review duplicate/ missing page titles, image alt text, H1 tags, or meta descriptions.
  • Canonical Tags: Use a canonical tag to let search engines crawl the right URLs and show them in the search results. Use it, especially on the homepage as duplicate homepages are common in eCommerce sites.
  • Robots. txt: You can instruct search engine crawlers about where they can and cannot go on a website using the robots.txt file.

This allows Google to find and index the most important pages on your websites.

  • Redirection of Out-of-Stock Product Pages: Redirect the URL of out-of-Stock product pages to the most relevant page. Use the 301 (permanent) redirect if the product is permanently unavailable. Instead, use 302 redirects to let Google continue indexing the URL.
  • Page Load Time: Test the page speed of your website from time to time using Google’s PageSpeed Insights tool. This will enable you to see the load times as well as what is bogging them down. Your page should load in less than 3 seconds.
  • Mobile Usability: Consider crucial configuration factors like responsive design, dynamic serving, and the use of separate URLs. For a mobile-first index, follow a handful of best SEO practices, like using structured data, correct canonical tags, equivalent text, images, and videos for both mobile and desktop versions.
  • Structured Data: Don’t overlook the importance of Structured Data as it enhances the products in the search results in rich snippets. Common forms of structured data include adding schemas: Product name, Aggregate Rating, Price, and Availability.
  • HTTPS/SSL: Keep your website secure by getting an SSL certificate. An HTTPS/SSL tag means your website is secure and the connection is encrypted. It builds trust with consumers who won’t hesitate to provide personal information or bank/card details.
  • Best eCommerce Platforms: Upgrade your systems, security, performing updates, etc. on a regular basis by choosing the best eCommerce platforms like Magento, Shopify, and BigCommerce. These platforms constantly work to refine and upgrade their systems.

Click to know the Best eCommerce Platform for SEO.

  • Platform Migration: During the migration process, take several precautions to avoid losing SEO value. Generate a list of all existing URLs, list down which changes will occur during the migration, and build a list of new URLs. For details, read our SEO Guide for eCommerce Store Migration.
  • Use Google Search Console/Google Analytics: Use these tools daily to check your most profitable keywords, best/worst performing pages, inbound links, bounce rate and conversions, and so on.

Click to know the How to Do Technical SEO for eCommerce Sites?

Wrapping Up: Commerce SEO Strategies and Best Practices for 2022

Since online shopping is in vogue, the demand for eCommerce SEO services has increased. Any business wanting to grow requires SEO to be visible and increase sales. They must have an effective marketing strategy in place to achieve their business goals.

You should not undervalue the importance of search engine optimization services, or you’ll have a hard time driving customers to your store.  Look for the best SEO services provider that can help you fulfill all requirements of consumers as well as search engine requirements to boost organic traffic and improve conversions.

Vice president with a demonstrated history of overseeing internal operations, building profitable businesses from scratch, maximizing company's operating performance, and achieving financial goals. I have ability to build and scale-up businesses on sustainable foundation of strong, motivated teams, business relationships, and efficient processes.

I am skilled in strategizing performance-based digital marketing initiatives for both B2B and B2C businesses for clients across globe. I love taking on new challenges, playing outside my comfort zone, and enjoy writing about the latest innovations in the industry. I love to share my knowledge with others through articles and blog posts.

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