For the Ecommerce industry, search engine optimisation is a vital element to creating leads. In a study by Search Engine Land, 51% of all website traffic comes from organic results. This statistic shows that organic search still creates more visitors than social and paid search combined.
If you’re a business that relies on consistent traffic, lacking a good SEO strategy is a slow death for your business. Every Ecommerce business needs to learn how to leverage this optimisation technique. Not every business, however, knows how to do proper Ecommerce SEO.
Ecommerce search optimisation doesn’t have to be rocket-science. Today, we’ll give you some basics of Ecommerce SEO and give you some of the best practices you can use.
A Quick Summary on SEO
If you have some experience in marketing, we know what search engine optimisation (SEO) is. SEO is the process of generating web traffic from search engines called organic search results. This free traffic comes from search engine results pages (SERPs) like Google and Bing.
When searching in Google, you will get a list of all the relevant results in multiple pages. There are 10 results per page, with the first ten results being the most powerful. Your goal is not only to rank your page in the top ten of a search but get better traffic. These tend to go hand-in-hand, depending on the keywords you’re trying to rank.
These organic results sit with paid results on Google’s SERPs. You can differentiate them by looking at the entries. You’ll notice that paid ads have the “Ads” icon on them whilst the organic results won’t have it.
What Is Ecommerce SEO?
Is there any difference between regular SEO and Ecommerce SEO? The answer depends on your strategies, but there is a lot of overlap for both. Ecommerce optimisation is a more specialised form of SEO, catered to improve the traffic of businesses who are trying to sell products online.
Most of Ecommerce SEO tries to optimise for multiple content, trying to improve their searchability. Ecommerce websites differ from your average website with the number of items they have.
Most of these sites will have a bevy of product pages that would need to be unique from each other. You want to differentiate your products enough to help visitors find what they want and let it show up on SERPs. To even start on having your pages rank, you need to follow a few important steps.
- Keyword Research
- Ecommerce Site Structure
- On-Page SEO
- Unique Product Content
- Keyword Rich Product Name Format
As you can see, these five details are crucial to giving you the best chances for ranking your web pages.
Keyword Research For Ecommerce Opportunities
Much like any optimisation efforts, everything starts with the use of the right keywords. Ranking for the right keywords for your products helps you gain more visitors. It’s not only a matter of getting to the first page or the first result. It’s about getting the right keywords that have a good balance of traffic and competition.
You want to choose your keywords that are not only relevant to the business but to the products too. The advantage of Ecommerce SEO is its ability to create a keyword-rich web page. Knowing the right keywords, however, is a matter of knowing where to look.
Ecommerce keyword research means looking for keywords with commercial intent. What keywords do people use when they want to buy products online?
Some keywords with commercial intent include phrases like “for sale”, “discount”, “for men”, “for women”, “children’s x for sale” and the like. Here’s an easy way to find the right keywords if you don’t want to use keyword search tools.
Go to Amazon or Google and start typing primary keywords. From here, you’ll find phrases will commercial intent. Use the suggestions that Amazon gives out as they reflect customer search intent.
Setting Up Ecommerce Site Structure With Good UX
The viability of ecommerce sites is all about the user experience (UX). The UX design of an ecommerce website is important in its SEO rankings. It allows for easier crawl and better site statistics overall. As websites gain better rankings the higher their unique visits, good user experience will give you a better position on search engines.
When creating your Ecommerce site, you want to keep it simple. Create different general categories for the products that you have, then create more specific subcategories.
It’s important to have a clear classification of your product pages. They need to be accessible with as few clicks as possible from the main page. You would also want to set clear methods of navigating to specific product categories.
Apply filtering where possible to reduce the number of items at a time. Use the principle of supply and demand to determine which areas are worth indexing. Avoid content duplication too by using specific descriptors to the products.
On-Page SEO For Your Ecommerce Website
On-Page SEO for ecommerce is a matter of optimising the two most valuable parts of your website. These are the product category pages and the product pages themselves. There are different ways to do this, depending on your needs.
For most of the time, you need to work out some technical details on your pages. For starters, using canonical tags is important with the number of pages you have. You would also want to provide a quick sitemap and even have your robots.txt generated.
You would also want to make sure that there are social media linking and sharing options available. Among the more important features of On-Page SEO for ecommerce are invisible to the average visitor.
Details like title tags and meta descriptions are good to have as they help with search engine crawls. You would also want to embed keywords on the alt text of your images to help search engines understand what the image represents. Have filenames to include the specific keywords for the products too.
If possible, use potential keyword modifiers that people would want to clickthrough. These include price modifiers, discounts, free deliveries, and other psychological modifiers that offer value to potential visitors.
Valuable Product Content
In Ecommerce SEO, some people think that content is not important. The problem is that every product represents one independent page for your website. Each product needs to have unique content that can help them rank on their own.
In Amazon, there are two ways for your product to show up on page one. These are clickthrough rates (CTR), and sales content. Both behave differently as we know it but offer the same end point: the first page.
With that said, you want to put your keyword research into practice. Create strong, high-value, and unique content for your products. Use keywords to create a compelling copy that works as both a descriptor and a storytelling guide.
Your content needs to tell a story while using longtail keywords to help rank your pages. If possible, you would want to take advantage of latent semantic index (LSI). LSI is the use of relevant keywords that are not exact synonyms of the product you have.
Keyword Rich Product Name Format
One of the most unique aspects of Ecommerce SEO is what they call product names. Unlike your traditional website, ecommerce sites take advantage of product names to differentiate. It’s what differentiates each product from each other.
If you want to improve the ranking of your ecommerce site, make sure to use a keyword-rich product name format. You want to follow the Amazon process of product naming, which follows a good combination of descriptors.
The combination is usually in a specific order, like:
- Brand Name
- Flavor, if applicable
- Quantity, if applicable
The keywords, in this case, will have its specifications on what it is for and who it is for. You would also want to keep product titles error free and below 200 characters.
Start Your Ecommerce SEO Now
There is much, much more when it comes to Ecommerce SEO. If you’re starting your ecommerce site, these are some of the areas where you would want to start. The list goes on for things you can improve, including link building, rich snippet search results, and even content marketing.
If you follow these foundational Ecommerce site optimisations, you can give yourself a good headstart. If you’re not sure how to do it, hire a digital marketing expert to lend you a hand.