Are you trying to improve your eCommerce SEO? Like all online businesses, eCommerce sites need to generate organic traffic.
Without a regular influx of visitors, your online store will see slumping sales, profits, and success. Try searching for any product on Google, and you’ll see a host of sites battling for top billing on Google’s search engine results page (SERP). This article will go into how to improve your e-commerce SEO.
Indeed, ranking higher through search engine optimization is the #1 online marketing method for eCommerce businesses. Little wonder businesses and marketers ask “how to improve SEO of eCommerce websites.” The answer is a golden ticket to success.
You can see skyrocketing clicks, visitors, and, ultimately, sales by boosting your site’s visibility. But first, you need to understand the basics of eCommerce SEO. That involves answering a few fundamentals:
- What is eCommerce SEO?
- Why is SEO important for eCommerce?
- How to improve your eCommerce SEO?
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What is eCommerce SEO?
eCommerce search engine optimization (SEO) refers to the specialized techniques used to optimize an eCommerce website to achieve a higher ranking in the search results (most commonly on Google). Like other forms of SEO, eCommerce SEO uses keywords, page load speed, and the user interface to ensure the page (or product) ranks as high as possible.
Where eCommerce SEO differs is in its focus, with a clear emphasis on the site’s products. For example, a mountain bike seller would select keywords, organize the site architecture, and produce content relevant to the general topic of mountain bikes or a specific bike in particular.
Why is SEO important for eCommerce?
All online businesses need to consider SEO as part of their marketing strategy. However, while some businesses may rely on social media platforms like LinkedIn or Instagram to generate leads and others may maintain a real-world presence, eCommerce sites wholly rely on the traffic they generate from SEO.
There are a few key reasons why SEO is important for eCommerce. I’ve numbered them for quick digestion, but read on for their full descriptions below:
- Expand your audience
- Easy to find products
- Boost sales
- Better user experience
1. Expand your audience.
While it’s true that it’s more cost-effective to hold onto existing customers than to acquire new ones, to grow any business means expanding your reach. You’ll tap into consumers already interested in your market by appearing at the top of the search results for relevant keywords.
2. Easy to find products.
If people are actively searching for a specific product, there’s a high likelihood of a sale. Investing in eCommerce SEO ensures your products appear in the search results, increasing product visibility and brand recognition.
3. Boost sales.
For eCommerce sites, consumers may come across your site when they’re about to purchase a specific product or when weighing up their options. Or, they may have visited your site previously, returning later when they wish to purchase a product.
4. Better user experience.
Optimizing your eCommerce site’s SEO also improves the user experience. Not only do keywords ensure your site is easier to find, but reorganizing your site architecture, optimizing the user interface, and improving page load times create a positive brand association.
How to improve your eCommerce SEO?
1. Identify relevant keywords
Keywords are the backbone of eCommerce SEO. Use tools such as Google Keyword Planner to search for terms relating to your product. The results you receive will list the keywords’ competition and search volume. Ideally, you should select keywords with a high search volume and low competition. However, in most cases, you’ll need to find some middle ground between these two factors.
For example, the keyword “mountain bikes” has an extremely high search volume but is also very competitive. Whereas keywords for specific mountain bikes have a lower competition and search volume. Increasing keyword specificity can mean users searching for that keyword are more interested in your products.
2. Produce relevant SEO content
Writing blog posts, creating videos, and producing other relevant SEO content is a fantastic way to get ranked on Google. You’ll want to identify topics related to your brand – for instance, using our mountain bike example, you could talk about bike upkeep or the best spots to go mountain biking in a specific area.
Throughout your SEO content, remember to sprinkle your keywords. These will ensure you get ranked on Google. It’s also important to keep the content conversational and easy to understand; avoid industry terms or technical jargon.
3. Write engaging meta descriptions
When you search on Google, you’ll see meta descriptions appear below the page’s title tag. These concise descriptions should clearly and succinctly explain your product or page. For products, you’ll want to include the price, a short description of the product, and a few words of enticing copy.
Meta descriptions can provide context to the title tag, enticing consumers and generating clicks.
4. Optimize your site architecture
eCommerce sites tend to have hundreds of pages: there are product pages, category pages, blog posts, about sections, and more. With so many pages, it’s easy for the site to become disorganized.
Yet, when customers struggle to find a product, they’re more likely to click off and go elsewhere. Moreover, Google scans your site’s architecture when deciding how to rank it. The more complex and confusing, the lower your rank will be.
Your site should follow a simple and logical structure:
Home >> Bikes >> Mountain Bikes >> [Mountain bike product page]
Remember to keep your customers in mind when constructing your site. Just as certain bands belong to a genre of music, customers expect to find particular products in relevant categories and sub-categories. Where possible, stick to these expectations.
Experience a trusted eCommerce SEO company
Optimizing your online store is a major hassle when you’re trying to run a business. That’s where we come in. We’ll develop a comprehensive eCommerce SEO strategy specific to your business. We’ll drive more organic traffic to your site through impeccable blog content, product pages, and keyword research.