For any ecommerce business owner the ultimate aim is getting more traffic on their website. Some might have thought of going for SEO for consistent high quality traffic. But between search engine algorithm updates and excessive industry jargon, it can be pretty difficult to get the hang of this whole ecommerce SEO thing.
In our previous blog also we’ve mentioned the SEO thing, if you missed it let’s take a look at what exactly SEO is and why does it matter in ecommerce.
Search engine optimization is the process of generating natural traffic from search engines like Google, Bing & Yahoo.
When you search on Google for something, you will get results page like one below for example. There you can see ads as well as organic or natural results.
Here you can find organic or natural search results marked in red below.
Along with that you can also see the paid ads.
Ecommerce SEO is all about ensuring your product pages appear among those ten organic search results.
There are also more pages to explore. But higher the page you appear, then lower will be the traffic generated.
In a study few years ago it’s found that only 4.8% searches view the second page and 1.1% make it to Page 3. It’s also found that top results grabs 32.5% of traffic on average.
So this game is about ranking your page as high on the first page of search engine.
Step 1: Keyword Research
The first step in your process is identifying the apt keywords through keyword research. Note that ecommerce keyword research is different than most of the keyword research you’ve read about online. Why? Most sites care about information keywords like this:
On the other hand, want to rank for commercial keywords like :
You can spot the difference. Information keyword searchers are looking for information. Blogs and content-heavy sites care about these keywords. Ecommerce sites care about commercial keywords that show buying intent.
As you know google is the most popular search engine in the world. You might have noticed the auto complete feature, when you type your search query.
At the bottom also you’ll spot additional related search queries.
These can be a goldmine for keyword ideas, especially when you already have a few basic keywords (like “chains for men”) already in mind.
Also you can find a similar process on Amazon, likely a competitor of almost all the other ecommerce businesses. The great thing about Amazon suggestions is that they’re product-focused. Example
As well as some other potential keywords:
The longer the keyword, the more specific it is. That means lower competition and, often, higher conversion rates by nature.
Choosing the Right Keywords for Your Store
You might have a list of keywords which can be probably pretty big right now. So it’s all about narrowing it down and focus on the keywords that matter most. Start with a few key factors.
1.Volume: The higher the search volume, the more potential traffic to your site. High volume keywords often mean a lot of competition.
2. Competition : The lower the competition, the more likely you are to rank for the keyword.
3. Relevancy: How relevant is your product page or category page to the search term? This is a huge ranking factor that’s often neglected. Stick to keywords that your products would genuinely satisfy. You’re not fooling Google.
4. Intent: Again, you want to target keywords that show commercial intent. Usually, you can evaluate intent just by looking at a keyword.
Step 2: Ecommerce Site Structure
The search engine rankings relay on how the pages on your site are organized and structured. What you have to do on this is you should make it easy for actual visitors and search engines to find stuff in your store.
If you add and remove products and categories, site structure gets complicated quickly. Always make sure that site structure is simple, but easy to scale as your store grows.
And one important point is make every page of your sites closer to your homepage say only few clicks away. You don’t want to have visitors relying on the back button to get around your site.
Step 3: On-Page SEO for Ecommerce
Now that we’ve completed the keyword research and site structure, its time to talk about how you can optimize your two highest value pages:
- Product category pages
- Product pages
When a website is created, you have to check with your developer about the meta tags which is an important thing when you go for the SEO. You should have a basic idea on such things say,
- Title tags and meta descriptions to include your keywords.
- The alt text for images to include your keywords.
- URLs for blog posts, webpages, products and collections.
When optimizing your title tags and descriptions, note that these are Google-facing. Step one is ranking on the first page. Step two is convincing searchers to actually click through to your site.
Modifiers like “Deals”, “X% Off”, “Free Shipping”, “Wide Selection”, etc. can give you a boost. Why? Because Google is suspected to use clickthrough rate (CTR) as a ranking factor. So, it’s not enough to cater to the search engine overlords, you have to pique searcher interest, too.
Choose the right URLs
- Your URL should be realistic or can be readable by humans because accessibility matters to Google.
- Using your keywords in URLs is still highly encouraged as they show up in search results.
- Short URLs are better than long URLs. Try to keep it below 50-60 characters.
- Match the URL and page title as closely as possible.
- Don’t include stop words like “and”, “of”, “the” and “a”.
Always keep these things in mind when choosing your product page and category page URLs.
Reduce the lean content pages with long product descriptions.
Search engines use the content on your page to decide which keywords to rank your page for. If your product page has a little description and not much else, Google doesn’t have a whole lot to go on.
So always try to write long, in-depth descriptions for your products so that Google can work its magic more effectively. The more you write, the more accurate Google can be in ranking your page. And, well, the more opportunity for using your keywords.
Latent Semantic Indexing (LSI) keywords
LSI keywords are closely related to your main keyword.
To make it clear for you i can show one example
Here you can see “14 Speed”, “450W” and “48oz Glass Jar” all come up multiple times, indicating they’re strong selling factors and likely common elements of search terms.
You can also try running your keyword through Google Keyword Planner.
If you’re getting traffic from that main keyword, you might as well try to slide onto the first page for related secondary keywords as well. So, use these LSI keywords whenever they make sense.
In this article we discussed mainly about the technical part of SEO. There are more that goes into ecommerce SEO. But these are fundamental steps which will set you on the right path. Would like to know more about how to be successful in Ecommerce? Then it’s time to contact us.